Data Management

Here Are 5 Things VTech Must Do After Its Holidays Data Horror

'Twas the nightmare before Christmas. Apologies to Hollywood director Tim Burton, but VTech's current public-relations disaster is one of the scariest holiday marketing tales of all time.

Twitter Hatches a Google Deal Amid Disappointing Earnings

On the same day it released disappointing first-quarter earnings and watched its stock tumble 18 percent, Twitter announced a new deal with Google that it hopes will lift the business.

Google Builds a Data Platform That’s the Last Piece of Its Ad Empire

Google is testing a new advertising product seen as the last piece it needs to complete its ad tech superstructure. The search giant is building a data management platform to help target ads and connect brands with people online more effectively, according to sources familiar with the plans.

The Programmatic Revolution Will Be Televised

Ad tech firm Turn is about to gauge TV’s appetite and capacity for programmatic ad buying. The Silicon Valley company is testing, with its agency partner SQ1, commercial placements using the same technology it uses to serve video ads onlin

How Advertising Powers China’s IPO Darling Alibaba

Alibaba Group finally announced its long awaited public offering Tuesday, disclosing for the first time its financial statements that reveal the inner workings of this Chinese Internet hydra with tentacles in e-commerce, e-payments, social media, messaging,

Confessions of a Data Broker

Not long ago, data brokers—companies that compile databases of consumer information and then sell them to marketers—toiled in the shadows of media and advertising, seen as largely responsible for those piles of junk mail. Then along came the Internet and the ability to track consumer browsing behavior, enabling data brokers to synch online and offline data.

Facebook Craves Conversions More Than Clicks

Facebook isn’t crazy about clicks as digital advertising’s be-all, end-all performance metric. Rather, the company is more concerned with conversions.

Varick Builds Data Management Platform

Media buyers typically hire outside tech companies to manage all the data their campaigns funnel back to them. After all, agencies aren’t usually in the business of building technology, so it often makes more business sense to turn to an ad tech company like BlueKai, which offers a robust data management platform (DMP).

Facebook Adopts Direct Marketing Tactics for Display Ads

Direct marketing often gets a bad rap. People don’t like talking about mailing lists and CRM if they can instead jaw on about this or that viral/disruptive/engaging/[insert jargon] campaign. But Facebook will soon give brands a new reason to care about direct marketing.

Facebook Moving Toward an Ad Network? Sure Seems Like It

Last Friday Facebook announced it was making changes to its data use policy.