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Tapad Partners with WideOrbit to Target Programmatic TV Buys

Tapad is yet another company that builds device-based ad audiences. They’ve teamed up with WideOrbit, which has several ad management products for media companies. This deal will produce a programmatic TV-buying platform powered by Tapad’s device-level audiences. It’s not clear exactly how this will work (the company didn’t respond immediately to my questions) but it seems that Tapad will use its data to profile the audiences of TV shows, providing more detailed information than otherwise available. The data can drive programmatic purchases of TV ads. This still doesn’t mean TV ads will be targeted at specific individuals.

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Aprimo Updates Integration Framework for Marketing Operations

January 23, 2017

Aprimo has gone through several evolutions but now positions itself as cloud-based marketing operations software. It just announced an expanded integration framework of APIs and Web hooks to simplify connections with other marketing management systems. This is emphatically not about customer data.  Instead, it’s about marketing processes such as planning, budgeting, project management, media buying, content creation, and measurement. The basic organizational unit is a marketing “activity” such as an email campaign or media buy. It’s useful to occasionally remind ourselves that marketers need more than customer data.

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Twilio Announces Unified Profiles Powered by Segment

March 28, 2024

Twilio has announced two innovations within Twilio Flex, its digital engagement platform. The first, Unified Profiles, will be powered by Segment and allow businesses to collect and activate real-time consented data. This is the first of three launches set for 2024 that will embed Segment in Twilio Communication products. The second innovation is Agent Copilot which will allow users to deploy AI across this data to boost productivity.

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