As we enter an era of machine learning, it appears that the data needed to build those algorithms may be monopolized by a handful of companies. SafeGraph is seeking to combat this development by building a pure data business that can democratize access to data for organizations of all sizes.
The abundant growth of data, maturation of machine algorithms and future regulatory compliance demands from GDPR will shift the landscape for creating a single source of the truth for customer data. The new requirement will be an investment in customer intelligence platforms that do more than consolidate a single view of the customer.
The contextual measurement vendor has progressed through a round of beta testing on a product that could change the currency of digital advertising by optimizing ad exposure based on time, rather than number of impressions.
Three years after its acquisition of LiveRamp, the target's technology and mission pervades everything Acxiom does. Now the company is pushing its identity products beyond adtech in hopes of becoming embedded in the marketer's customer experience stack.
Advertising technology has long been a solution looking for a problem. Now the problem itself is emerging, and the tools and technology vendors that serve advertisers are finally embarking on a journey to reshape a cornerstone of the US economy with software and data.
Waste abounds as advertising dollars transition into digital, which is leading to a payday for companies that can detect and mitigate that waste. Vendors that help digital advertisers measure the value of their investments are commanding premium valuations.
Cross-device matching vendor Adbrain has expanded its offerings to capitalize on the shift in the identity orchestration market, which is moving beyond ad targeting into measurement and deeper into marketing.
The company applies algorithmic personalization to help ensure that each user has a unique experience. Can Evergage's machine-learning-driven intelligence plus traditional rules-based approach create a differentiated experience that drives conversion? Signs point to yes.
The traditional media measurement market was driven by sampling and surveys. The new one will be driven by user-level data and the software to make use of it. We anticipate further acquisitions of the few remaining independent targets in multiple categories as buyers look to consolidate parts of the emerging measurement stack.
We expect the amount of digital exhaust created by consumers to lead toward a sea change in how advertisers identify and analyze audiences, and how they measure results of marketing campaigns. We explore the categories of data services that are on the forefront of this change.
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