The Purchase Data Playbook For Marketers

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While tapping into purchases helps advertisers close the loop around the actual conversion, the use cases for purchase data have evolved far beyond measurement. The use of transactional data is maturing in media activation, as is the ability to commingle it with other data sources like behavioral, location and even panels in channels like addressableContinue reading »

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American Express Expands The Ways Marketers Can Use Its Cardholder Data

AdExchanger |

American Express on Tuesday launched a data-driven business division called Amex Advance. Along with it Amex is debuting a data platform designed to let marketers run custom audience segmentation and predictive modeling against Amex’s own first-party data. Amex Advance lets marketers and merchant partners use American Express’ database of deidentified cardholders to extrapolate insights aboutContinue reading »

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