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BizReport : Advertising archives : August 18, 2016

Ad Roundup: 3 releases tap into data

In today's advertising roundup, three new tools that brands can use to better understand their customers.

by Kristina Knight

Amobee has released their Triggers solution; the new tool helps brands better target consumers based on both online and offline data signals. Amobee Triggers can tap into weather conditions, sporting events, and even financial conditions as well as location activity or sentiment changes.

"Amobee Triggers is changing the way brands and agencies plan and execute their digital campaigns -- it is audience targeting and media buying made for the programmatic world, leveraging Amobee Brand Intelligence technology to focus, target and launch media based on actionable signals that will generate the most impact for the brand," said Kim Perell, president of Amobee.

And Adelphic has launched a new tool that taps into user behavior across channels to better target campaigns. The new solution uses the Adelphic Behavior Graph to tap into consumers' behavior across devices to provide deeper customer insights.

"A DSP's typical tool for the implementation of cross-channel campaigns is a licensed, third-party device graph. This approach is highly limiting as it does not provide insights into the consumers behind the devices." said Michael Collins, CEO of Adelphic. "While our Behavior Graph does link devices across channels, it also provides insights into the consumers behind the devices, creating a much more robust data set for finding audiences and driving campaign performance."

Meanwhile, Recurly is releasing Recurly Analytics to help subscription businesses better understand their customer base. The new tool gives brands better insights into long term trends as well as subscription and billing data.

"Many companies rely on basic analytics that provide high-level information that merely skims the surface about the health of their business. Subscription businesses are flying blind if they are relying on simple counts, averages and top-level growth rates without delving deeper into the underlying data," said Dan Burkhart, CEO of Recurly. "Recurly Analytics is designed to provide subscription businesses with immediate access to a deep understanding and clarity that can be used to optimize marketing decisions, increase customer retention and maximize revenue growth to achieve competitive advantage."

Tags: Adelphic, advertising, advertising data, advertising tools, Amobee, Recurly

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