first-party data

Jebbit has a fresh approach to data collection: Ask the consumer to participate. The Boston-based startup, which announced a $6.8 million Series A on Wednesday, is helping enterprise brands and professional sports teams get consumers to proactively share their first-party data. The round was led by Manifest Investment Partners, with pinch-hitting from several strategic ad […]

Hallmark is greeting programmatic with open arms. The 102-year-old card company moved all of its media buying to programmatic in 2015, and it’s “one of the best things we’ve done,” said Lindsey Roy, Hallmark’s VP of greeting marketing, speaking at the Mobile Marketing Association Leadership Forum in New York City on Wednesday. Programmatic allows Hallmark […]

Before taking advantage of their first-party data, brands first must figure out what the heck they’ve actually got. “People don’t really appreciate the assets they’ve accumulated over the course of years,” said Acxiom vet Josh Herman, who now leads tech development for CRM, ad tech and analytics platforms at Kimberly-Clark Corp. He spoke at AdExchanger’s […]

Because Seeking Alpha attracts a financially savvy audience, financial services advertisers want to be there. But often, those advertisers want to reach even finer slices of Seeking Alpha’s audience. One of the most coveted demos on the site is financial advisers, who make decisions about vast amounts of other people’s money. Seeking Alpha needed a […]

Targeted advertising on Pinterest has taken a big step forward with the introduction new interest segments as well as first-party data matching. Pinterest hopes to “massively expand the categories for interest targeting” from 30 to 420, said product manager Nipoon Malhotra, who leads the company’s monetization team. And with its CRM data matching capability, Pinterest is following Google […]

The second coming of Facebook’s Atlas ad server was probably the biggest ad-tech development of 2014. Marketers could for the first time upload their first-party data for accurate measurement, de-duplication, and targeting across devices. Other platforms will follow (read: Google), but Facebook broke the tape. The “people-based” marketing opportunity will not fully materialize, however, until […]

There’s a bright future for agencies in being effective purveyors of first-party data, said Brian Krick, the newest head of North American search and biddable for digital agency Essence. But, he said, they have to be willing to have tough conversations and break down barriers. Weaning channel-specific marketers off artificially inflated CPAs that don’t reflect true incremental revenue […]