Acxiom Partners with Google Cloud Services

Google Cloud keeps adding partners that expand its customer data management capabilities. The latest is Acxiom, which will make its marketing analytics, data management, and compiled data sets available in the Google Cloud environment. The deal is mostly about Acxiom running its services on Google Cloud, not making Acxiom data more easily available.

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Criteo Uses Purchase Data to Refine Contextual Ad Placement

April 30, 2021

Contextual advertising is being reborn as an alternative to cookie-based ad targeting. Adtech vendor Criteo is improving contextual results by adding insights based on each publisher’s first-party purchase data. Specifically, it will identify the content related to each purchase, find other pages with similar contents, and show ads with relevant product recommendations. Old-school contextual targeting wasn’t refined with purchase history.

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