Cookie Consortiums Emerge To Combat The Walled Gardens

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A number of ad tech-backed coalitions consolidating cookie pools have bubbled up this year to stave off Google, Facebook and Amazon running away with the market with their own scaled identity assets. And trends like Safari’s ITP cookie restrictions shift the advantage further toward the walled gardens with daily active users. AdExchanger looked at aContinue reading »

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Is Reliance On LiveRamp Scaring Ad Tech Vendors Out Of The Cross-Device Consortium?

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Remember that consortium led by LiveRamp, MediaMath and AppNexus to develop a cookie-based identifier that could be used consistently across the open exchange? While live tests are still set for October, ad tech vendors are hesitant to buy in due to LiveRamp’s exclusive role as a cross-device option. MediaMath is already out, said John Slocum,Continue reading »

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Podcast: Resolving LiveRamp’s Identity

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Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. After graduating Stanford in 2010 with a degree in math and computational sciences, Anneka Gupta took her first software engineering job with a company called Rapleaf. That was seven years ago, and she’s still there – though the company and its positioning have changed utterly.Continue reading »

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Weather Co. Turns To LiveRamp To Do People-Based Marketing

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IBM-owned pub The Weather Co. is working to tap into people-based marketing budgets that would normally go to Facebook or Google by using LiveRamp’s IdentityLink product. Marketers and publishers alike onboard their data to LiveRamp’s huge online identity graph to kick off the process. Because LiveRamp can identify many more users than a marketer orContinue reading »

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Fluent Aims To Help Database Marketers Embrace ‘Audience’

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Digital ad players from AOL to Facebook have given lead-gen ads a try, but one company built an entire business around it. Fluent has remained relatively quiet since it was acquired by information services company IDI, now Cogint, for $100 million. The company was on a $140 million (gross revenue) run rate at the timeContinue reading »

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VideoAmp Aims To Take The Pain Out Of Cross-Screen TV Planning

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TV buyers are used to transacting on GRPs and Nielsen ratings, while digital buyers purchase targeted impressions. That has complicated the way advertisers plan, buy and measure their emerging cross-screen campaigns. Several companies have built tools to address the problem, but many have sold brand-direct or by way of the trading desk. RTL Group–backed VideoAmpContinue reading »

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