Viant Adds IRI Data for Retail Targeting

Here’s an alliance between data vendors. Time Inc.-owned Viant, which has an advertising audience database of 1.2 billion registered users, is adding information from retail data aggregator IRI. Marketers will get a clearer picture of advertising results at fine levels of detail, although not tied to identified individuals.

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Openbridge Launches Data Integration Marketplace

December 8, 2017

Openbridge provides a data integration software and services with prebuilt connectors for over 600 systems, including many marketing automation, personalization, and analytics tools. They’ve built some connectors themselves and have now launched a “data marketplace” including connectors from other vendors, including the Segment CDP as well as Fivetran, Funnel, Stitch, and Alooma. Openbridge also provide professional services to help with challenges such as customer identity matching. It’s an interesting approach.

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Amobee Launches Brand Safety and Anti-Fraud Program

December 6, 2017

There’s probably a Yiddish proverb about every cloud having a silver lining, but I don’t know it. In the meantime, ad buying platform Amobee is treating brand safety and fraud prevention as promotable features. Amobee scans programmatic inventory from more than fifteen exchanges, filtering suspicious bids, fraudulent mobile apps, and objectionable content. Buyers get refunds if verified errors slip through.

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