Companies that join agree to allow their customers to share data. So much of ad tech these days is taking impression data or response rates and combining it with other data to better target ads or analyze how existing campaigns are doing. If an ad agency wants to start using MediaMath, they should be able to take all of their data from past campaign’s from Clickable and pour it into MediaMath’s engine, and vice versa.
Tuesday, January 18, 2011
Ad Analytics Firms Create Consortium
The Consortium for Accountable Advertising, founded by Cross Commerce Media, Clickable, MediaMath, and TARGUSinfo, hopes to provide an alternative ad analytics alternative to Google.
Companies that join agree to allow their customers to share data. So much of ad tech these days is taking impression data or response rates and combining it with other data to better target ads or analyze how existing campaigns are doing. If an ad agency wants to start using MediaMath, they should be able to take all of their data from past campaign’s from Clickable and pour it into MediaMath’s engine, and vice versa.
Companies that join agree to allow their customers to share data. So much of ad tech these days is taking impression data or response rates and combining it with other data to better target ads or analyze how existing campaigns are doing. If an ad agency wants to start using MediaMath, they should be able to take all of their data from past campaign’s from Clickable and pour it into MediaMath’s engine, and vice versa.
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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