Right now, connected TVs don't offer much user data, but as more and more Americans adopt them, vendors will rise to meet the challenges of provided hyper-targeted TV advertising.
While many phonebook companies failed to translate to the digital age, YP is still going strong, in part because the platform realized the value of big data early on.
Cross-device targeting is evolving but still remains in its early stages.
Data has an indispensable role to play in the fusion of programmatic and creative.
Don't get stuck in this traditional paradigm. Use cross-channel data for a more holistic understanding of attribution.
The Super Bowl's most popular ad was a hit on social media, but there was a lack of relevance that didn't translate to a brand lift, according to recent research.
A new study out of the University of Pennsylvania has found that consumers feel they have no choice but to give up data, and that brands may use data to hurt them.
While 39 percent of of marketing executives say that social media data isn't useful, some industry insiders believe that social media is the best way to measure campaign success.
The people behind ad fraud are so sophisticated, it's impossible to stop them completely. However, the availability of data gives companies a greater chance to head them off.
In this Q&A, Joseph Essas, OpenTable's chief technology officer, explains how he and his team use data to provide value for both diners and restaurateurs.