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BizReport : Advertising archives : August 07, 2014

Ad Roundup: Targeting focus of key moves

Transaparency and targeting are the key factors for a trio of announcements in the online ad space this week. Targeted Victory and Yahoo are upping the targeting ante while ChoiceStream is adding transparency to its ad platform.

by Kristina Knight

First, Targeted Victory is partnering with Acxiom to provide audience targeting data for Financial, Entertainment, Demographic and Home verticals into their Audience Exchange.

"We are excited to partner with Targeted Victory", said Mike Gray, V.P. Government and Financial Markets. "Supporting Targeted Victory's solutions by integrating the best consumer data is Acxiom's first step towards evolving our partnership in even more powerful ways in the near future --including access to Acxiom's full complement of data and robust publisher partnerships for collaborative targeting."

Meanwhile, Yahoo has integrated comScore's validated Campaign Essentials (vCE) to validate audience delivery for both video and display ads. In addition to ensuring audience delivery the vCE integration allows Yahoo advertisers to have completed views of their audiences, measure campaigns and use both direct or programmatic buying with audience delivery assurance.

"Brands are reaching their audiences through multiple channels and need a consistent way to measure results across their campaigns," said Eric Lange, VP of Product at Yahoo. "As we innovate to deliver a unified solution for advertisers, integrating comScore vCE® with Yahoo ad platforms provides advertisers with one place to buy, measure and analyze campaigns against all available data. That's something advertisers can't get anywhere else today."

Finally, ChoiceStream is adding data transparency to their platform through the release of cs.Console. The tool offers real time data for programmatic ad buys and campaigns, giving advertisers a better view of their campaign ROI.

Eric Bosco, ChoiceStream CEO, said, "Not only are our algorithms adapting to new variables in real-time, but our partners can as well. Our aim here is to share insights that our machine learning system picks up as campaigns progress."

Image via Shutterstock

Tags: ad targeting, advertising, advertising target, advertising tools, ChoiceStream, Targeted Victory, Yahoo

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