Spotify has teamed up with Krux to use streaming music data for mobile ads. "Spotify has first-party age and gender data on its users, and knows not only what music genres they prefer, but when they tend to listen. Now with the help of Krux's cross-device ID management, the music streaming firm is using its data to target users with ad messages from clients insurance provider Esurance, which is using the Spotify-Krux pair-up to promote its savings message via audio and display ads on Spotify," Adweek reports.

Is data-driven targeting causing marketers to limit their reach, to a point where they’re no longer hitting their KPIs? Lisa Menaldo, managing director U.K. for Sublime Skinz, tells ExchangeWire that brands need to start broadening their data horizons on the quest to finding new audiences.  She says: "Last year, Instagram was so enthused by the success of targeted ads on its site — such as a 28-point increase in ad recall for Turkish Airlines — it launched a new global range of targeting options.... [But] by relying too heavily on an approach that provides extreme precision, brands are inevitably narrowing …

News360, a personalized news-discovery platform, announced new native advertising capabilities as a part of its NativeAI platform. The new functionality, built on NativeAI's free audience analytics technology, taps into more than one million unique editorial interests to deliver a personalized native ad experience designed to help  publishers build, retain and monetize their audience.

Enabling advertisers to easily buy broadcast radio inventory programmatically is a top priority for iHeartMedia. The company's COO & CFO Rich Bressler told Inside Radio that  the company has received “positive responses” from many of the big ad agencies to iHeart’s private ad exchange. Bressler said he expects adoption of programmatic buying of radio to be a "gradual” process." He added, "we believe it will enable us to more effectively sell across our entire broadcast and digital inventory." Bressler said the capabilities are helping the company grow its political ad dollars, which increased up to $11.5 million in Q1 vs. …

Programmatic ad spending in China is moving to mobile and is being driven by Alibaba, Baidu and Tencent, according to an eMarketer article. Research by programmatic buying platform iPinYou finds that mobile's share of programmatic digital display impressions rose sharply in 2015 in comparison to desktop, jumping from only 12.2% in Q1 2015 to 39.2% by Q4 2015.

Ad-tech provider Wide Orbit, Inc. said it partnered with 4C, a data science and media tech firm,  to enable advertisers to use insights from social media activity for audience targeting in programmatic TV buying. The partnership means that 4C will help advertisers use social media engagement data and other data sets to identify the best placements for brands on broadcast TV and cable network inventory available via WideOrbit's WO Programmatic TV marketplace.

Time Inc. on Thursday reported it grew revenue 1%. Its digital advertising revenue – 13% of overall revenue – increased 23%, from $73 million to $90 million, boosted by its acquisition of Viant in February. Print now totals $270 million. Time Inc. will use Viant to develop its own deterministic, cross-device dataset, according to a report in AdExchanger. Viant's people-based platform is being deployed across all Time Inc. properties. Marketers can buy using people-based data both on and off Time Inc.’s properties, and they can use that data to measure effectiveness of their advertising. "Time Inc. has the scale marketers want: …

Drawbridge on Thursday received $25 million in Series C, led by Sequoia Capital, according to a report in AdExchanger. The new round brings Drawbridge’s total funding to $45.5 million since it was founded in 2010. "The company will use a portion of its Series C to pursue more licensing partnerships like the one it struck in January with Miaozhen Systems, China’s homegrown answer to Oracle. Drawbridge is also looking to double down on SaaS and expand its platform business. Lyft and M&C Saatchi recently started using Drawbridge on a self-serve basis."

While Yahoo's NewFront was closed to the press, Ad Age managed to get the lowdown on the troubled Internet giant's plans. While the heat is on to sell, Lisa Utzschneider, chief revenue officer, said the company will focus on a few key areas like Yahoo Live which will include more than 400 live sporting events for the MLB, NHL and PGA, live streams of corporate events and global anchor Katie Couric's reports. Couric's reports racked up more than 397 million views for her streams in 2015, more than double the year before. Yahoo's news segment holds the No. 1 spot …

AdExchanger checks in with Criteo CEO Eric Eichmann, who seems confident after this first complete quarter on the job. Eichmann said revenue was up 41% year-over-year to $162 million at constant currency minus traffic acquisition costs, and that performance was consistent across geographies. Criteo also grew its employee base by 30% to just over 1,970 people. Eichmann said recurring spend and the continued rollout of products such as Criteo’s cross-device solution, Universal Match, new email tools, and partnerships like with Facebook’s Dynamic Product Ads all  contributed to the company's growth. Despite Google's changing the game to open up dynamic allocation to …