Will Ads.cert Be The IAB’s Next Big Inventory Clean-Up Play?

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Both the adoption of Ads.txt and commercialization of blockchain solutions have the IAB optimistic about the prospects for Ads.cert, a follow-up to Ads.txt that uses cryptographic security measures to authenticate inventory. While Ads.txt helps authorize inventory sources, it doesn’t solve the authentication problem, said Neal Richter, CTO of Rakuten Marketing and co-chair of the IAB’sContinue reading »

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The Crawl, Walk, Run Guide to Lifetime Value

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If understanding a customer’s long-term value were easy, every marketer would do it. But measuring LTV (long-term or lifetime value, referred to in some circles as customer lifetime value or CLV) is extremely tough. Brands must be able to identify and track customers over time, and they must work for companies that care about retainingContinue reading »

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L’Oréal Plan To Take Over Data Before Data Takes Over Marketing

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Big consumer product brands like L’Oreal have soaked up as much data as possible in recent years as they try to assemble consumer profiles without the direct data enjoyed by ecommerce merchants and retailers. Doing so requires a multifaceted strategy. L’Oreal’s head of data acquisitions and partnerships, Aruna Paramasivam, described her company’s efforts along theseContinue reading »

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General Assembly Taps Marketing Leaders For Skills-Based Credentials

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Top data-driven marketing talent is hard to find and easy to lose. But a group of marketers from companies including Google, Bonobos, Priceline, Kellogg and L’Oréal joined the Digital Marketing Standards Board, an initiative launched this month by the technology and career development course program General Assembly (GA), in the hopes of refining the processContinue reading »

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The TrustX Transparency Train Is Picking Up Speed. Next Stop: The Trade Desk

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When TrustX launched in September, David Kohl was nervous. “One of the fears is that we would find ourselves in a situation where buyers were making demands that were ultimately not panning out to be so good for the sellers or that sellers would put something into the marketplace that wasn’t interesting to buyers,” saidContinue reading »

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Affinio Raises $9M To Push Analytics Into Brand Ad Budgets

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Affinio, a consumer analytics startup, announced a $9 million Series B round on Monday as the company expands its product into brand advertising. It has raised a total of almost $14 million, and investors include Whitecap Venture Partners and Social Starts. Affinio enhances a marketer’s interest graph by connecting first-party data, social media, a DMPContinue reading »

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Boxed Unboxes Segmentation, And It’s Acquiring Better Customers For Less

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Sometimes it’s a good thing to put your customers in a box. Boxed, a four-year-old ecommerce startup focused on bulk buying, wanted to make its customer acquisition efforts smarter. Boxed customers buy in bulk for very different reasons. Some are busy working parents, while others are urban millennials without a car. Boxed’s new CMO, JacksonContinue reading »

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Zenith: Programmatic Display Will Eat The World By 2019

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Programmatic trading is coming to traditional channels such as TV, radio and OOH sooner than you might think, according to according to Zenith’s third Programmatic Marketing Forecast, released Monday. Zenith predicts programmatic buying techniques used widely in digital display increasingly will bleed into more traditional media channels. The Publicis-owned agency reckons that advertisers will spendContinue reading »

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How A DOJ Suit Vs AT&T-Time Warner Deal Could Impact Other ‘Vertically Integrated’ Media Deals

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A legal challenge by the Department of Justice to the $85 billion merger of AT&T and Time Warner appears increasingly likely. And comments Thursday by DOJ antitrust chief Makan Delrahim signaled a more stringent approach to antitrust enforcement than American businesses have seen in decades. The question now: Could the DOJ’s position mean curtains forContinue reading »

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Recount Surprise: Marc Pritchard’s Agenda Under Siege As Activist Peltz Appears To Win P&G Board Seat

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Activist investor Nelson Peltz of Trian Fund Management won a recount vote for a board seat at Procter & Gamble. In the wake of the early October vote, the initial vote count had Peltz down by a narrow margin, but that now appears to be wrong. In a statement shared with AdExchanger late Wednesday, theContinue reading »

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