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BizReport : Advertising archives : September 07, 2016

Ad Roundup: Solutions put focus on data

In today's advertising roundup, two new announcements that shine the spotlight on the importance of data collection and analysis.

by Kristina Knight

First, Telmar is making RFT available to USA Touchpoints, a data hub that measures consumers' digital and 'real' life to help marketers better target campaigns. The move will add more depth to this data by including reach and frequency numbers.

"Because we can estimate reach and frequency based on time spent with media, this is a significant step forward in achieving cross platform audience planning with rich single-source data. We are able to define which media reaches precise audiences most successfully at greater scale," said Corey Panno, Global President of Telmar. "We will apply this capability to any database with rich data on how people spend their time."

Meanwhile, iovation has acquired LaunchKey; the move will give brands access to an SaaS based, authentication suite that should increase mobile security.

"With LaunchKey, iovation now has a decentralized mobile authentication platform for dynamic multifactor authentication and real-time authorization. iovation will enable organizations to control authentication requirements while giving their customers the ability to choose where, when and how they want to be authenticated," said iovation CEO Greg Pierson. "Organizations can augment their existing username and password-based authentication process or do away with passwords completely, and leverage the mobile device their customers already own, plus any number of additional authentication factors."

Tags: advertising, advertising tools, advertising trends, iovation, Telmar

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