Vibenomics recently unveiled a newly formed Audio Out-Of-Home ad marketplace. This week, the cloud-based custom business music service will announce a unique partnership with SafeGraph.

To compete in a world where data requirements continue to increase, marketers need to ask and answer some basic questions, says Tapad CEO Sigvart Voss Eriksen.

Partnership helps marketers that buy media on digital billboards throughout the country to better understand what's driving more downloads of apps.

Commerce Signals estimates 40% of all media spend is wasted, a number that comes from about 60 studies, said Tom Noyes, the company's founder and CEO.

Brands are looking to measure "share of sink" as voice services are used more often in bathrooms. The metric will help brands understand how, when and why consumers use voice assistants.

The integration with more than 60 data providers and marketplaces gives advertisers access to more than 50,000 audience segments to create targeted campaigns for connected TV.

"Clean rooms" have become a way for brands and agencies to use data, and Amazon, Google and Facebook to ensure it's not shared with third parties.

LinkedIn is offering brand marketers more data to build content. Omnicom's global analytics arm Annalect recently launched a new product -- Professional Audiences -- leveraging that data to give marketers a better understanding of the content consumed by business audiences using LinkedIn data related to industry, company size, location, and title.

Data companies are looking for new and emerging data sources and partnerships. Audience technology platform Eyeota became Equifax's latest partner in the U.S. earlier this month.

The print ad has a smartphone-readable QR code and the new format provides personalized offers based on consumer profiles, time of day and geolocation.