Amobee recently announced the launch of its Sales Accelerator solution, which is powered by Oracle Data Cloud. The data connector allows clients in the consumer-packaged goods (CPG) industry to link online ad impressions to offline purchase data even while a campaign is still running. This will empower marketers to streamline their in-flight online advertising campaigns to reach consumers and drive sales more effectively.
The inability to manage reach and frequency is the biggest threat to digital advertising, according to Merkle CEO David Williams. Merkle has spent the past two years trying to solve that issue for the open ecosystem with M1, a media-buying platform that uses PII-based IDs to target known individuals. Merkle also has a publisher network,... Continue reading »
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“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lindsey Harju, co-founder at Blinc Digital Group. At recent industry events, I’ve noticed distinct differences in conversations. The more seasoned industry vets understood consumer data, especially offline data, better than... Continue reading »
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"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Paul Sluberski, regional vice president of sales and video, digital activation East, at Brand Networks. With eMarketer predicting 88 million households streaming over-the-top (OTT) content and 181.9 million US viewers watching connected TV (CTV)... Continue reading »
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. WPP In A China Shop WPP is exploring selling 20% of WPP China, its agency subsidiary in the market, to the Chinese media triumvirate of Tencent, Alibaba and China Media Capital Holdings, reports Sky News. The discussions are in the early stages, but WPP... Continue reading »
Marketing leaders face an ongoing dilemma regarding the creation of the ‘optimal’ marketing team structure. Centralising or decentralising marketing has been under debate for years. But as marketers face ever-increasing pressure to deliver more to the business – higher ROI, improved efficiency, and growth – team design has once again
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