LTV Archives - How To Advertise

Academic Study Shows European Startup Investments Diminished In The Wake Of GDPR

August 7, 2021 T. B. SmithAdvertising & Marketing, Allbirds, Cookieless Targeting, LTV

Investment in European startups has dropped by 36% compared to American or other global startups since the rollout of GDPR. At least, that’s what the data shows in a report published in the academic journal Marketing Science this month. The new report, titled “The Short-Run Effects of the General Data Protection Regulation on Technology Venture Investment,” uses commercial investment data from Crunchbase and VentureXpert, an investment data base owned by Thomson Reuters, to track startup investments from the two years before and after the enactment of GDPR. Liad Wagman, one…

Cloud Data Company Snowflake Gives Ad Tech A Boost By Joining UID2

July 17, 2021 T. B. Smithad measurement, Advertising & Marketing, Cookieless Targeting, Graham Wilkinson, LTV

The Unified ID 2.0 (UID2), the programmatic industry’s open web advertising identifier, has steadily added to its partnership roster of brands, agencies, ad tech vendors and publishers in the past couple years, becoming the most-used ID aside from walled garden platforms like Google, Facebook and Amazon. But UID2’s newest addition is perhaps its most interesting and ambitious yet – the cloud data service Snowflake. Typically, Snowflake operates on top of the company’s cloud infrastructure, namely Amazon Web Services (AWS), Microsoft Azure or the Google Cloud Platform (GCP), to layer in…

Amperity Raises $100 Million As The CDP Category Grows Up

July 14, 2021 T. B. SmithAdvertising & Marketing, Cookieless Targeting, ibm, LTV, Rich Calkins, ROI

The customer data platform (CDP) craze isn’t over yet. The CDP startup Amperity raised $100 million on Tuesday at a valuation of a little more than $1 billion dollars. The new round brings Amperity’s total funding to $187 million. Amperity last raised $50 million in Series C funding in 2019. The billion-dollar valuation mints Amperity as the second unicorn CDP, after Segment was acquired by Twilio last November for $3.2 billion. “When everything went down last year during the pandemic, I would have sworn that many of these massive customers…

Magnite Moving Ahead With Alternative To Third-Party Cookies

June 30, 2021 T. B. SmithAdvertising & Marketing, location marketing, LTV, State Farm, The Information

Though Google announced last week that it would delay the phase-out of third-party cookies for nearly two years, sell-side platform Magnite has no plans to slow down its push to create an identity solution using first-party data to reach audiences. “It’s great that we have more time … but we as an industry still need to behave like this is happening in January,” said Magnite VP of Product Management Garrett McGrath. Magnite’s solution to the end of third-party cookies aims to replace third-party data with publisher first-party data – at…

Mondelez Isn’t Afraid To Get Its Hands Dirty On The Road To Clean Data

June 29, 2021 T. B. SmithAdvertising & Marketing, LTV, PIPL

<!– –> There was a time in the recent past when anytime Jon Halvorson, Mondelez’s global VP of consumer experience, wanted access to his brand’s own first-party data, the request would trigger a prolonged, nearly farcical chain of events. First, Halvorson would have to email his Google rep. Then his Google rep would email Mondelez’s agency. Then the agency would have to get approval from Mondelez to release the data. It was like a scene out of Terry Gilliam’s “Brazil.” “Whenever I wanted data for literally anything I had to…

Tapad Is Shutting Down Its Business In Europe

May 29, 2021 T. B. SmithAdvertising & Marketing, Allbirds, Cookieless Targeting, LTV, w3c

<!– –> Cheerio, Europe. Experian-owned Tapad is exiting its European business after seven years in the market. Tapad will stop the delivery and use of its graph in the EU by August 1. The company denies rumors that its move is a preemptive measure to avoid an investigation by the UK’s Information Commissioner’s Office. “Our decision to cease the use of the Tapad Graph in the EU and UK is a strategic commercial decision given these markets make up a very small portion of Tapad’s revenue and the greater opportunities…

This AI Platform Determined Which Super Bowl Ads Motivated Viewers to Buy Products

February 9, 2021 T.B. SmithAdvertising & Marketing, attribution modeling, Customer insight, LTV

As is tradition, there’s been lots of chatter over the last 24 hours about which Super Bowl ads were the best, worst, funniest or most heartwarming. But which ads actually inspired people to buy things? Recommended articles

LiveRamp Acquires Privacy-Focused Tech Company DataFleets

February 9, 2021 T. B. SmithAdvertising & Marketing, earnings, LTV

LiveRamp has locked in a deal to acquire Silicon Valley-based tech startup DataFleets for $68 million. DataFleets has a cloud-based technology that allows businesses to securely merge and analyze data in a privacy-safe way. The acquisition is part of LiveRamp’s growing focus on data protection capabilities. As part of the deal, which includes some assumed equity and additional retention incentives, LiveRamp will bring on the 11-member DataFleets team. Using the DataFleets tech, LiveRamp will be able to open up new use cases and markets for distributed data collaboration through its Safe…

Comscore Is Evolving Its Audience Targeting Tool Away From Cookies

January 11, 2021 T. B. SmithAdvertising & Marketing, Konstantin Bayandin, LTV

Comscore released a solution for audience targeting and activation on Monday that relies on contextual signals rather than cookies. You’d be forgiven for asking the question, “Wait, Comscore has tools for targeting?” It does. Although far more well well-known for its media measurement capabilities, Comscore has had its own suite of audience and contextual targeting solutions for the past few years. Although far smaller than its measurement offerings, audience targeting is a quickly growing line of Comscore’s business, said Rachel Gantz, general manager for activation services at Comscore. Until now,…

Real Or Relevant Time? Making The Best Choice For Customer Needs

January 6, 2021 T. B. SmithACOS, Advertising & Marketing, BDG, LTV

“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 Craig Howard, VP, chief solution architect at Merkle. Marketers want to be able to do more in real-time, but can they truly understand and explain what that means and the ways in which it can be enabled? Real-time capabilities are not just a singular concept. And real-time isn’t always a strict requirement. There’s a place in marketing for relevant-time data. Relevant-time is real-time data processing…