Posts made in January, 2020

on Jan 2, 2020

By Andrew Blustein Cadent is preparing for a future of multi-screen TV watching by acquiring 4Info, a company that helps advertisers identify and connect users across their devices. Cadent, a demand-side platform focused on advanced TV, targeted 4Info for its audience graph, which claims to help national advertisers manage frequency across all forms of TV. Nick Troiano, chief executive officer of Cadent, in a statement said integrating 4Info’s graph of household identifiers with Cadent’s advanced TV platform will ideally create a unified access point for all forms of TV – cable, broadcast, addressable set-top-box and OTT – at scale. “Viewers are engaging Read full story › Source: The Drum...

on Jan 2, 2020

By Charlotte McEleny Beijing-based museum and attraction Forbidden City have launched a major Chinese New Year campaign, using JD.com to activate the digital creative and e-commerce. The focus of the campaign is a giveaway of a special brocade box, made by the palace to celebrate the year of the rat. People making purchases during the Chinese New Year run-up will be in with a chance to win the box. The box has been designed with the palace’s history in mind, with a poem written by Emperor Qianlong of the Qing dynasty inside, offering New Year wishes. The Chinese traditional lunch box Read full story › Source: The Drum...

on Jan 2, 2020

By Thomas Hobbs Marketers are still not doing a good enough job explaining to consumers how their data is being tracked. Speaking on a panel at The Drum’s Programmatic Punch event earlier this month, Belle Cartwright, director of data strategy for EMEA at Essence, said that even though GDPR is changing how brands approach data, many are still banking on consumers being willfully ignorant. She argued that this was the “wrong strategy.” “You have to inform consumers properly on how their data is being used. How many of them know, for example, that their device ID on their smartphone is being stored Read full story › Source: The Drum...

on Jan 2, 2020

By Stephen Lepitak “The whole idea was to go from the 24/7 of one job to a portfolio of fun stuff,” explains former marketing chief at Unilever, Keith Weed when asked what he is doing now. Weed says that he intends to continue his career in service of society while talking to The Drum about his plans going forward, months after leaving his long-term role running marketing within Unilever. As we talk, the news has yet to be broken as to his successor at Unilever, a longtime coming appointment, that was finally revealed in December. He describes himself as an independent director and trustee, although Read full story › Source: The Drum...