• Connexity Audience Segments Become Increasingly Targeted, Pulls In Brand Preference Data
    Connexity furthered its strategy this week to build targeted audience segments and tie in offline brand preference data from Simmons Research, launching what CEO Bill Glass calls an "enhanced" version of AudienceView.
  • Hotwire Explains How To Use Seven Attribution Models Simultaneously
    Attribution continues to pull at marketers like a child begging for attention, but too many shrug off the request because it gets complicated trying to attribute media across channels -- for most, anyway. Not for Alex Otrezov, senior director of paid-search operations at Hotwire.
  • Real-Time Data Layer Updates Audience Segments On The Fly
    Qubit released a feature in its platform that creates a layer of data to target advertisements to consumers in real time as they make choices on the retailer's Web site. Each choice becomes a clue to the consumer's intent to purchase.
  • Carrefour Media Uses LiveRamp To Create A Connected World
    Carrefour Media has partnered with LiveRamp, an Acxiom company, to onboard data from consumer products goods companies that sell through Carrefour Markets. It allows the media agency to use CPGs' first-party data to target consumers with advertisements.
  • Gfk MRI Builds Political Ad Targeting Data Segments
    GfK MRI has partnered with data management platforms (DMPs) to develop 23 online advertising targets that bring actionable insights to political ad campaigns.
  • Bain Study Emphasizes Dazzle -- And Data
    Using data to inform marketing decision has become the lifeblood of most companies, but the trouble comes when marketers mistake the algorithm for the person.
  • Machine Learning Finds Nuances In Social Text, Images To Finely Target Ads
    Engineers at the machine learning startup indico have been working to develop ad-targeting technology that let brands mine social media data and images in Facebook and Twitter, with Pinterest forthcoming, to gain greater insights about consumers.
  • Self-Perception May Be Stronger Than Relevance When Targeting Ads
    Advertisements targeted based on an individual's online behavior are effective, but the perception of why they were targeted may have a much stronger impact on sales.
  • How Do You Get Better At Targeting People Who Ignore You?
    How do you get better at targeting people who are ignoring you? If you seriously think the answer is more display, albeit better and improved, you are seriously deluding yourself.
  • Less Than One In 10 Gamers Block Arkadium-Targeted Ads In U.S.
    Fixing the ad-blocking crisis is proving more difficult than previously thought, especially for the gaming industry that serves free games with targeted ads on publisher sites.
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