Adtech Vendors Rush to Fill the Identity Gap
Bees to honey or sharks to blood? Either way, adtech vendors keep swarming to replace lost customer identifiers. In today’s news: ad platform LoopMe reports its predictive models for inflight campaign optimization work 96% as well when identifiers are removed, apparently because they look at real-time behaviors rather than history. MetricWorks has combined econometrics and automated experiments to measure the incremental impact of mobile marketing campaigns. Amobee and InfoSum are partnering to enhance Amobee’s audience targeting with InfoSum’s privacy-safe audience data.