The latest news about data. Data is used in advertising in a variety of ways, including Audience targeting, Ad personalization, Ad optimization, Ad placement, and Measurement. Advertisers use data in advertising to reduce wasted ad spend.
Google this month revamped Attribution in Google Ads. Attribution was previously known as Search Attribution, and according to Google, the new overview page helps advertisers to visualize the customers’ paths to conversion.
Google this week introduced support in Data Studio for Hotel Campaigns on Google Ads. According to Google, the campaign data automatically appears in the Ads-connected reports, and there is no need to refresh the data source.
Combined Audiences will be more flexible, accepting the AND combination of generic Google audiences with first-party audiences. Until now, generic Google audiences and first-party audiences could only have the combination OR.
WPP this month announced that Wunderman Thompson has acquired XumaK, a marketing technology consultancy company headquartered in Miami, and with offices in Guatemala, and Colombia.
Google this month announced the integration of Nielsen mobile digital ad ratings (mDAR) in DV360. According to Google, advertisers in the United States and Australia will soon be able to use Nielsen mobile app measurement (mobile digital ad ratings, aka mDAR).
Google Maps last week turned 15 years old. Google Maps was launched on Feb 8, 2005, and has become the most utilised map in the world.
Dentsu Aegis Network yesterday announced the acquisition of Media Storm, an US agency, headquartered in New York, and specialized in data-driven audience planning and targeting.
Forrester Consulting in December released a study, commissioned by Yieldmo, that investigates how customer attention metrics can improve mobile advertising outcomes.
Dentsu last month acquired 4Cite Marketing, a people-based identification and data services technology company. 4Cite will join Merkle.
MAIRDUMONT NETLETIX last month announced a partnership with GeoEdge. MAIRDUMONT NETLETIX will integrate GeoEdge, offering protection from Auto Redirects, technology to detect and prevent malicious advertising, so that malicious and low-quality advertisements don’t impair usability.
Taboola last month announced the integration of Integral Ad Science (IAS). IAS is now scanning Taboola’s publishers’ URLs globally, scoring each page on brand safety segments.
AcuityAds last month partnered with Tapad to enhance their existing cross-device solution, especially on its cross-channel Connected TV offering.
