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Experian and Yieldmo Cooperate to Enhance Ad Impressions

This announcement from Experian and adtech vendor Yieldmo is intriguing but vague.  What seems to be happening is that impressions in Yieldmo’s ad exchange are being enhanced with Experian data about the person who will receive the impression, and Yieldmo is using the same data to generate advertising materials tailored to that person.  But the companies never quite say  that, so it’s possible there’s less here than meets the eye.

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Google Announces Data Clean Room-based Ad Targeting Solution

October 12, 2022

Google has introduced a new data clean room service that lets advertisers target their messages to individuals on publisher sites without sharing identity data.  Called PAIR (for Product Advertiser Identity Resolution), the approach uses encrypted email addresses to compare advertiser and publisher lists and then buy ads targeted at matching records.  It’s a standard data clean room application but clients are saved the trouble of setting up a clean room of their own.

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YouTube Testing AI Overviews in Search Results

April 28, 2025

YouTube is not just a video platform, of course, it’s also a powerful search engine and it has begun testing a Google AI Overviews carousel that will appear in results for selected queries. Given the threat AI Overviews is perceived to pose to click-thru traffic in Google Search results, there’s a question about whether the YouTube initiative could depress click-thrus to brand and creator videos. Right now, the feature is only visible to a sub-set of U.S. premium users.

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