experian

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

On Monday, PMG acquired Camelot, an independent media and marketing agency that specializes in buying video, OTT and CTV. This acquisition marks PMG’s first since its founding 13 years ago.

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

When you lose something important, you want to get it back. That’s the human instinct driving the conversation around signal loss. Marketers rightly feel an urgency to get back to a higher level of confidence targeting, attribution and measurement – particularly with broader economic pressures squeezing budgets.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Currency Contest Can the TV industry’s currency debate get any hotter? (For something so in the weeds, that is.) Guess so. Nielsen has formally repudiated the broadcaster-backed joint industry committee’s (JIC) video standards agreement. In a letter to OpenAP, the data vendor behind […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tubi Or Not Tubi Fox-owned Tubi recently made its first ping on Nielsen’s radar with 1% of US TV viewership – just in time for Tubi’s first-ever advertiser conference ahead of upfront season on Thursday, where it showcased glitzy new data partnerships. And […]

“The personalized targeting data points we’ve gotten used to are under examination,” said Jeremy Hlavacek, CCO of data services provider Experian. “Advertisers want better identity data, better segments and better understanding of consumer behavior. So they’re going to shift to higher-quality, more precise, more accurate, more trusted data sets.”

Comcast-owned FreeWheel announced new identity integrations to bring the buy and sell sides of the TV ecosystem together. Its platform now supports ID solutions from Blockgraph, LiveRamp, TransUnion, Experian, Merkle and OpenAP, which can be overlaid with publishers’ and advertisers’ first- and third-party data sets for more accurate cross-screen targeting and measurement.

Cheerio, Europe. Experian-owned Tapad is exiting its European business after seven years in the market. Tapad will stop the delivery and use of its graph in the EU by August 1. The company denies rumors that its move is a preemptive measure to avoid an investigation by the UK’s Information Commissioner’s Office. “Our decision to […]

The first half of 2020 was pretty lean. This year is on track to be the slowest since 2015 in terms of deal activity, according to LUMA Partners. But set the table and get out the gravy boat, because strategic M&A started to pick back up in Q3 and the momentum has continued into the […]