A new startup called BranchLab, which was launched earlier this year by three ad tech vets, wants to help pharma brands and health care providers apply more targeting to their TV ad campaigns – but without using actual identifiers. On Thursday, BranchLab announced the completion of a seed funding round.
Advanced TV advertising company Cadent announced plans to drop $324 million to acquire the performance marketing company AdTheorent.
Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.
Signal loss calls for the use of, well, other signals. AdTheorent has a new tool that uses machine learning and seed data to score programmatic inventory based on the likelihood that an impression will lead to a conversion.
Special purpose acquisition companies have fallen out of favor. But demand-side platform AdTheorent, which went public via SPAC late last year, has no regrets about the route it took to IPO.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jim Lawson, CEO at AdTheorent. The coronavirus pandemic has required a general retreat from public life, isolating people from familiar routines and social contact with friends and colleagues. The headlines […]
Can hyper-localized marketing really drive interaction and sales? For made-to-measure men’s suit brand Indochino and healthy foods manufacturer Daiya Foods, the answer seems to be yes. Indochino gained fame as an online suit service, wherein consumers would send their measurements to Indochino via a web portal and have a custom suit made. But in recent […]
Deep-linking technology, which routes users to a specific page rather than a main landing page, is quickly gaining traction in the mobile app landscape. But as this technology catches on – Facebook, Google, Twitter, Apple and a slew of startups are pushing the technology to publishers who are readily experimenting with it – it’s becoming […]
The race to reach consumers on mobile devices has advertisers juggling a mountain of data as they try to deliver relevant ads. Mobile ad network AdTheorent, whose clients include Samsung, Pepsi and IBM, argues that weather conditions, along with other data points, should be included in ad-serving decisions. AdExchanger spoke with CEO Anthony Iacovone about […]
Mobile ad network AdTheorent has unveiled real-time, predictive modeling software that aims to address the inefficiency inherent in current mobile data mining methods. Called Real Time Learning Machine (RTLM), it can analyze 50,000 mobile bid requests per second. “There is a problem with the way data mining works,” CEO Anthony Iacovone tells AdExchanger. “First, you feed that system […]
