Netmining, which offers data-driven targeting of programmatic ad buys, will further refine its audiences by integrating with Grapeshot for keyword-level targeting across multiple languages. This will allow international expansion of targeting through Netmining. It’s hard to tell exactly what these people do but it does illustrate the incredible complexity of today’s ad technology.
Not to get all Grinchy on you, but adtech complexity has a big downside: it’s hard to know what’s actually happening. Here we have news that a Russia-based group has been taking in $3 to $5 million per day (that’s more than $1 billion per year) in fraudulent video advertising. This is on an entirely different scale from errors that Facebook has reported in its video viewing metrics – errors that don’t seem to be considered very important by the people paid to consider such things.
Here’s another adtech player likely to find a lump of coal in their stocking: Turn has settled with the Federal Trade Commission over its failure to stop tracking customers who tried to opt out. Specifically, when Verizon Wireless customers opted out of tracking, Turn deleted their cookies but still tracked them with mobile identifiers and on mobile apps. Oops.
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