Curiosity gap about AdTech, you won’t believe what happens next!

; Things you should know about AdTech, today; In His Blog, centrally hosted on LinkedIn; 2017-08-30; regwalled.

Occasion

Boosterism in front of the trade shows
  • Exchange Wire #ATSL17
  • Dmexco
  • Programmatic IO

Separately noted.

A Dream Deferred: Why the Digital Ad Industry Struggles to Create a Standard ID | Advertising Age

A Dream Deferred: Why the Digital Ad Industry Struggles to Create a Standard ID; . In Advertising Age; 2017-05-17.

Mentions

  • Contra
    • Facebook
    • Google
  • Partners
  • Concept
    • <quote>the new consortium is far from determining the technical details of its approach, it seems to be following the Digitrust model of using a common decryption key.</quote>
  • DigiTrust (a predecessor, a competitor)
    • Separate, different
    • Since 2014
    • Jordan Mitchell, CEO
    • Participants
      • AppNexus (may not be participating any more, no comment now)
      • Open X
      • Media Math (not “heavily involved”)
      • Publishers
        • ESI Media
        • GroupM
    • Progress
      • <quote>since March 30, Digitrust has held five working group meetings with its 25 publisher and 25 platform participants to discuss deployment logistics and dates, said Mitchell. Publishers might begin to adopt the system in June, he said.</quote>
  • Quoted
    • Travis May, LiveRamp CEO.
    • Mike Lamb, president, Media Math,
    • Ari Paparo, CEO, Beeswax,
    • Jo Holdaway, chief data officer, ESI Media
      ESI Media is publisher of the London Evening Standard & The Independent,.

Previously

AppNexus, LiveRamp, and MediaMath Launch Technology Consortium to Enable People-Based Programmatic Advertising

AppNexus, LiveRamp, and MediaMath Launch Technology Consortium to Enable People-Based Programmatic Advertising; press release; 2017-05-04.

Concept

<quote>Consortium members will enjoy access to an identity framework built from pairing an encrypted version of an omnichannel, people-based identifier and a common, open cookie that resides on a shared, open domain. Each consortium member will adhere to a strict agreement requiring best practices with respect to privacy and security, including compliance with digital advertising industry self-regulatory code and applicable laws.</quote>

Participants

  • Acxiom
  • AppNexus
  • Index Exchange
  • LiveIntent
  • LiveRamp
  • OpenX
  • Rocket Fuel

Who

  • Andrew Casale, president and chief executive of Index Exchange
  • David Gosen, general manager, platform solutions, SVP, international, Rocket Fuel.
  • Matt Keiser, Founder, CEO, LiveIntent.
  • Michael Lamb, President, MediaMath.
  • Brian O’Kelley, CEO, AppNexus.
  • Travis May, president and general manager, LiveRamp

Mentions

  • IdentityLink, a service of LiveRamp.
  • Applicability
    • mobile
    • Addressable TV
    • Internet of Things (IoT)
    • Out of Home (OOH)
    • email
    • (Does one to fifty) and other channels yet to be defined. and emerging channels for targeted programmatic advertising.

Promotions

Election Tech: Big data proves that America is a purple country | Tech Republic

Election Tech: Big data proves that America is a purple country; In TechRepublic; 2016-03-11.
Teaser: Big data in the 2016 campaign is granular and specific. L2 Political explains exactly what campaigns know about you.

tl;dr → an ad for a. L2 Political

Mentions

  • Formats
    • on a map
    • CSV
    • FTP
    • API
  • Schema
    • [voter] name
    • age
    • party ID
    • gender
    • complex voting history
    • address.
  • History
    • L2 started in 1975
    • Originally named ‘Labels & Lists’
    • in Washington state,
  • Promotion
    partners in action

    • HaystaqDNA
      built the models for Obama for America.
    • LiveRamp
      attaches cookies & device identifiers to the voter rolls

Quoted

  • Paul Westcott, Director of Communications, L2

Previously

Why Brick-And-Mortar Stores Are The Next Big Attribution Hurdle | Ad Exchanger

Why Brick-And-Mortar Stores Are The Next Big Attribution Hurdle; ; In Ad Exchanger; 2016-03-01.

tl;dr → because.

Mentions

  • Nielsen
    • Partners
      • Target
      • (only) Target
  • PlaceIQ
  • LiveRamp of Acxiom
  • addressable TV
  • <quote>The product works by combining LiveRamp’s retail connectivity with PlaceIQ’s location targeting. LiveRamp has a huge repository of in-store shopping data, which it receives through a network of third parties.</quote>

Quoted

  • Derek Thompson, Chief Strategy Officer, PlaceIQ
  • Anneka Gupta, Chief Product Officer, LiveRamp.
  • Karen Fichuk, North American president, Nielsen.

Previously

LiveRamp’s On A Quest For The Unified Customer ID – And It’s Adding Probabilistic Data Matching As One Option To Get There | Ad Exchanger

LiveRamp’s On A Quest For The Unified Customer ID – And It’s Adding Probabilistic Data Matching As One Option To Get There; ; In Ad Exchanger; 2015-11-12.

Original Sources

joint press release with Drawbridge, not shown

Mentions

  • LiveRamp
    • of Acxiom
    • founded 2011
    • renamed as Acxiom Connectivity
    • Customer recitation: Adobe, Adelphic, AdRoll, AppNexus, AOL, Ensighten, Tapad, Tremor, TruSignal, TubeMogul, Turn, Twitter.
  • Drawbridge
  • Customer Link
    a product of LiveRamp

    • 2015-09
    • deterministic linking
    • Customer recitation: American Express, Nielsen Catalina Solutions, Sony, TD Ameritrade, TiVo.
    • Partner recitation Adobe, comScore, MarketShare (Neustar), MediaMath, Nielsen, “and ~20 others.”
  • AbiliTec
    a product of Acxiom

    • de-identification
    • fuzzy matching
  • Connected Consumer Graph
    a product of Drawbridge

    • probabilistic matching

Unrelated

for background, fairness & balance.

  • Tapad + Oracle
    • Oracle Data Cloud
    • Oracle ID Graph

Quoted

for color, background & verisimilitude

  • Travis May, president and GM, LiveRamp.
  • Anneka Gupta, VP of product, LiveRamp.
  • Josh Manion, founder and CEO, Ensighten,
  • Scott Howe, CEO, Acxiom.
  • Kamakshi Sivaramakrishnan, CEO, Drawbridge.
  • Warren Johnson, CFO and EVP, Acxiom.
  • Omar Tawakol, SVP and GM, Data Cloud, Oracle.

Previously

 

The Hidden Value of Acxiom’s LiveRamp | Medium

The Hidden Value of Acxiom’s LiveRamp; Chris Kane; In Medium; 2015-03-21.
Teaser: Acxiom recently spent a hefty $310M to buy LiveRamp, a company best known for its offline-to-online “data onboarding” service. But the real value of LiveRamp is its ubiquitous ID syncing network. LiveRamp has positioned itself as the switchboard of digital advertising — the router of marketing data across a hyper-fragmented ad tech ecosystem.

Mentions

  • Facebook slap on the wrist
  • RapLeaf launched a secondary brand, LiveRamp.
  • LiveRamp sold for an 11x revenue multiple
  • <quote>An alternative approach is to designate a single company to be the hub of all ID syncs. The hub can collect IDs from each participating ad tech partner and then form mutual ID syncs as needed. Think of this as a match maker who knows the full universe of eligible singles and can then introduce couples. </quote>
  • Promised: full list of LiveRamp ID sync URLs.

Actualities

Screenshot of LiveRamp ID Sync Illustration; Christopher Kane; On YouTube; 2015-03-21; 0:34 (31 views).

The cookie is dead. Here’s how Facebook, Google, and Apple are tracking you now | VentureBeat

The cookie is dead. Here’s how Facebook, Google, and Apple are tracking you now; Richard Byrne Reilly; In VentureBeat; 2014-10-06.

tl;dr => the “IDFAs” are

  • Apple iOS Identifier for Advertising (IDFA)
  • Google Play Services Advertising Identifier (GPSAID)

Mentions

Quoted

  • Eric Litman, CEO, Medialets
    <quote>Google, Apple, and Microsoft, as the dominant operating system vendors, could easily fix this problem of cross-device user identification for advertising in a consistent, privacy-friendly way if they wanted to, IDFA and Google AdID are steps in the right direction, and hopefully Apple and Google will continue to improve them and and create a standard that everyone can support.”</quote>

Acxiom Buys LiveRamp for Offline-to-Online Data Capability | Advertising Age

Acxiom Acquires LiveRamp to Boost Offline-to-Online Data Capability; ; In Advertising Age; 2014-05-14.
Teaser: $310 Million Cash Deal Promises Data Giant Connections to New Clients and Ad Tech Partners

Mentions

  • Scott Howe, CEO, Acxiom
  • Auren Hoffman, CEO of LiveRamp,
  • Acxiom will acquire LiveRamp
  • AboutTheData of Acxiom
  • Acxiom will move to accomodate both companies at the same campus; somewhere in San Francisco TBD

Also

New ways to create and use tailored audiences | Twitter Advertising

Kelton Lynn (Twitter); New ways to create and use tailored audiences; In Their Blog; 2014-01-14.
Kelton Lynn (@keltonlynn) is Product Manager, Revenue at Twitter.

Mentioned