Oracle DMP Still Has Strong Consideration Among Marketers – But Will It Last?

Salesforce’s data management platform (DMP) continues the strong ascent it began last quarter, according to Advertiser Perceptions’ Q4 Programmatic Intelligence report, and has moved closer to catching Oracle. Oracle DMP, despite leading in marketer use and intent, lags behind in the selection factors relevant to marketers. Advertiser Perceptions Chief Strategy Officer Kevin Mannion noted that Oracle inheritedContinue reading »

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Salesforce Opens A Second-Party Data Marketplace

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Salesforce has set up a market of second-party data so advertisers can buy data directly from publishers. The subscription-based Salesforce Data Studio, which debuted on Wednesday, evolved out of the product Krux Link, a data-sharing platform Salesforce inherited when it bought the data management platform Krux. Salesforce’s goal is to give advertisers more validated dataContinue reading »

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Salesforce Ignites Digital Transformation Around Design Thinking For 20th Century Fox Film

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If you’re an organization in dire need of digital transformation, who ya gonna call? While an enterprise software company might not initially come to mind, that’s exactly who brands like Coca-Cola and Philips turned to. For Hollywood studio 20th Century Fox Film, it’s moved from primarily a B2B company focused on partners like broadcasters, retailers,Continue reading »

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The Era Of AI Will Be Ruled By UI

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“Managing the Data” is a new column about customer and audience data strategy written by longtime AdExchanger contributor Chris O’Hara.  In 1960, the US Navy coined a design principle: Keep it simple, stupid. When it comes to advertising and marketing technology, we haven’t enjoyed a lot of “simple” over the last dozen years or so. InContinue reading »

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Adobe Doubles Down On Yield Management For TV Publishers

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Adobe made a big upgrade to its multidevice ad-delivery system Adobe Primetime on Wednesday. The platform, TV Media Management, improves the way Primetime users package and price TV audiences and content. “TV Media Management allows you to see where there may be contention for impressions if certain TV deals close and the best place toContinue reading »

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