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BizReport : Advertising archives : November 01, 2013

Releases add analytics, data options

Data is the key to the online space, and two new releases are set up to deliver real time and first party analytics to brands across the online space. Here's how:

by Kristina Knight

First, LiveRamp and Videology have partnered to deliver first party data into the video space. Through the collaboration Videology will allow brands using LiveRamp's platform to integrate and use first party data to better engage through video content.

"First-party data will play an integral role in the future of addressable video advertising. But the ability to activate it quickly, at scale, and in line with the way that customers are using media is often the missing link," said Scott Ferber, Chairman and CEO, Videology. "The ability to combine advertisers' proprietary data with the tried-and-true planning strategies of television is a huge advancement for marketers. Working with a best-in-breed company like LiveRamp to help make these connections possible is exactly the type of innovation that our platform clients are counting on us to deliver."

Meanwhile, eXelate has launched the optiX platform which offers real time data and insights from digital shopper actions. This kind of analysis should help retailers and brands offer more relevant content and deals to their customer base.

Mark S. Zagorski, CEO, eXelate said, "eXelate optiX is the first product designed to put comprehensive and immediate consumer insights directly into hands of marketers and agencies, helping them deepen their understanding of consumers. It's 'Insights-as-a-Service,' and we believe this new model will help revolutionize marketing functions such as strategy, creative, messaging, product, and market research. We want to democratize data-driven consumer insights for every marketer."

Meanwhile, Bunndle has launched an iOS mobile advertising network, partnering with social networks LinkedIn, Skout and Blekko. The mobile ad network offers full screen interstitial units and are set up to ensure a quality customer experience.

"Mobile advertising is exploding, but most mobile ads are not relevant and provide a poor user experience," said Maxine Manafy, founder and CEO, Bunndle. "We used the same patent-pending optimization technology we built for our desktop service to provide the best possible matching of app to user on our mobile ad network."

Bunndle also offers an Android based ad network. Early tests with the iOS network through the social networks showed performance rates above industry standards.

Tags: advertising tips, advertising tools, Bunndle, data analysis, data collection tools, eXelate, LiveRamp, online advertising, Videology

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