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BizReport : Advertising archives : August 18, 2015

Ad Roundup: Social data, semantic classification and native ads

In today's advertising roundup: A new tool setting brands up to better understand their customers, a native ad offering in the programmatic space and an acquisition that should give brands access to more fluid data.

by Kristina Knight

First, Verint Systems has acquired Telligent; the acquistion will give Verint Systems users actionable intelligence that crosses consumers channels and communities.

"We are delighted to welcome Telligent to the Verint family and to offer our customers the added value that communities bring to our customer engagement optimization portfolio," says Elan Moriah, president, Verint Enterprise Intelligence Solutions™ and Verint Video and Situation Intelligence Solutions™. "This acquisition extends our offering and introduces a host of advanced capabilities that will enable us to offer an even more comprehensive solution to help our customers address digital transformation, social selling and customer self-service head on."

And Lotame has rolled out the Semantic Classification Tool; the tool crawls web pages to identify keywords. Those keywords are mapped to give agencies and advertisers more insight into branded pages so that the most relevant ads are served to consumers.

"Lotame's proprietary technology takes audience discovery to the next level by moving beyond page level attributes and focusing instead on the context of specific articles," said Rishit Shah, Lotame's VP of Product Management. "Through the technology, Lotame clients can build deeper first-party insights and can leverage those insights to underpin highly targeted ad delivery."

Meanwhile, Headway Digital has released NativeWay, a new display, video and mobile ad tool for programmatic, native advertising. Using the platform brands can target native ad formats while receiving key analytics to boost customer engagement and manage campaigns.

Tags: advertising, advertising data, advertising tools, Headway Digital, Lotame, Verint Systems

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