This week Oracle also entered into a partnership with Charter Communications that will allow brands to target connected TV audiences.
Those born during the Gen Z generation have no problem with letting an ad run its course. They don't need ad-blocking software or technology. They simply divert their attention or turn down the volume on a video or streaming radio ad and return to the content when complete.
Financial advisors managing municipal bond investments for their clients have become an important audience for Build America Mutual, but efficiently targeting them has become a challenge.
ContentSquare on Tuesday launched Arti, an artificial Intelligence (AI) bot that uses data to identify the actions, the locations and the behavior of consumers in real time as they interact with the company's Web site.
The NCS Learning Lab studied the relationship between viewability and attention metrics, tied to in-store sales. One part of the study analyzed the effectiveness of time, while another analyzed likability, attention and the connection with in-store sales.
Taking offline data and bringing it online for attribution or targeting has become important to IMGE's clients, said Matt Capristo, director of online advertising at the four-year-old digital advertising agency, which works mostly with political campaigns and corporate advocacy groups.
Advertisers will have the ability to use Advanced Measurement to determine which media and platforms had the highest reach to their targeted audience or drove the most purchases in their online store.
Cordial, a software that tracks consumer behavior across apps and Web sites, announced this week that the company raised $6 million in a Series A funding round from Los Angeles venture capital fund Upfront Ventures. The company built the platform to target marketing emails for each user.
Google has agreed to have an official agency audit the metrics and technology integrated by third-party companies into YouTube's Web site and mobile applications.
The percentage of local mobile video ads served with location-based targeting jumped from 5% in the second quarter in 2016 to 17% in the fourth quarter of the same year, according to data scheduled for release Friday.