AffinityAnswers Partners w/ LiveRamp; LiveRamp & PushSpring Enhance Partnership; Rumble Launches Custom Video Player; more

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AffinityAnswers Partners with LiveRamp to Expand Distribution of its “Mutual Affinity” Social Media Audience Data.

AffinityAnswers, a platform for predictive branding powered by affinity algorithms that measure social data across 60,000 brands and 400 million people worldwide, announced a partnership with LiveRamp, a leading provider of omnichannel identity resolution. Through the partnership, AffinityAnswers will make its social media audience data actionable across the digital ecosystem including in premium and mobile publishers, demand-side platforms (DSPs), and other media platforms.

AffinityAnswers gauges the level of reciprocal, highly interactive social media activities (e.g., commenting, posting photos and videos, etc.) between brand audiences showing which fans of one brand have the highest affinity for another brand. By scoring audiences according to social engagement (i.e., “act-alike” modeling) the company can predict which audiences will be receptive to any particular brand and are therefore more likely to respond favorably. Key use cases include gaining incremental insight to current customers and their brand affinities, and identifying target audiences with affinities to competitive brands.

LiveRamp’s IdentityLink™ resolves this data to a privacy-compliant consumer identifier leveraged by hundreds of brands and technology platforms for people-based marketing. In so doing, LiveRamp allows AffinityAnswers to connect their data to brands’ people-based marketing initiatives and extend the reach of the data across channels, maximizing the potential for monetization.

“AffinityAnswers approaches social affinity by recognizing that mutual affinity – a brand’s fans liking a TV show, for example, and in turn that TV show’s fans liking your brand – is key to identifying a brand’s most qualified addressable audiences,” says Sree Nagarajan, AffinityAnswers’ CEO (pictured top left). “This is actionable data that goes beyond demographic targeting and positively impacts branding KPIs, such as video completion rates at twice the industry norm. We are pleased to offer this capability to marketers through our partnership with LiveRamp.”

“AffinityAnswers provides a data set that helps brands find qualified addressable audiences with significant reach,” says Luke McGuinness, head of data partnerships at LiveRamp (pictured left). “LiveRamp’s IdentityLink data store and identity resolution capabilities help marketers employ AffinityAnswers’ data to gain new insights about customers, build loyalty, and reach new prospects.”

LiveRamp, an Acxiom® company, offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing. LiveRamp delivers privacy-safe solutions to market and honoring the best practices of leading associations including the Digital Advertising Alliance’s (DAA) ICON and App Choices programs.

AffinityAnswers is used by brands, agencies and ad tech companies for activation, planning (media, creative, sponsorship), measurement, and strategic insights. Founded in 2005 and headquartered in Austin TX, the company has offices in New York City, Chicago, Los Angeles and Bangalore.
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LiveRamp and PushSpring Enhance Partnership to Offer Transparency, Control and Speed of Data Activation.

PushSpring, an app-based mobile audience platform, announced an enhanced partnership with LiveRamp™, an Acxiom® company and provider of omnichannel identity resolution. The enhanced partnership establishes the LiveRamp IdentityLink™ Data Store as the preferred method for accessing PushSpring branded audience data and custom segments.

PushSpring’s Audience Console provides advertisers and app publishers with mobile-originated audience data and insights for nearly 200 million unique device IDs across North America. In addition to audience data, PushSpring provides analytics and modeling services accessible via the LiveRamp IdentityLink Data Store services ecosystem.

LiveRamp’s IdentityLink resolves this data to a privacy-compliant consumer identifier leveraged by hundreds of brands and technology platforms for people-based marketing. In so doing, LiveRamp allows PushSpring to connect their data to brands’ people-based marketing initiatives and extend the reach of the data across channels.

This enhanced partnership provides capabilities that help marketers deliver better experiences with the right message at the right time for consumers.

“We’re excited to strengthen our longstanding partnership with LiveRamp for the distribution and monetization of PushSpring data and services. As a data provider to the most sophisticated programmatic buyers and digital marketers in the world, we put an emphasis on transparency, control, and speed of data activation for mobile and cross-device targeting,” says Karl Stillner, PushSpring’s co-founder and CEO (pictured left). “The LiveRamp IdentityLink Data Store features offer best-in-class capabilities in each of these areas, and is committed to driving additional innovation for buyers and sellers of audience data.”

Through LiveRamp, marketers can resolve their first-party data into the PushSpring platform and access detailed app-based audience analysis, segmentation, and lookalike modeling built on the PushSpring App Graph™. These insights are actionable via LiveRamp’s IdentityLink Data Store features and can be activated in nearly 500 demand side platforms (DSPs), data management platforms (DMPs), social platforms, and publisher distribution partner platforms.

“As marketers pursue people-based strategies, they need access to mobile data to build and engage audiences across channels,” said Travis May, LiveRamp president and general manager, “We’re delighted that PushSpring is using the IdentityLink Data Store features to provide value to their customers”

PushSpring is an independent mobile app audience data provider, offering data, tools, and intelligence products to advertisers and mobile app publishers. PushSpring processes billions of monthly mobile app and device-level signals to create a highly accurate and complete multi-dimensional classification of mobile app audiences, offering nearly 200 million targetable device IDs. PushSpring Personas and custom audience segments can be accessed via the PushSpring Audience Console and distributed through industry-leading DMPs, DSPs, and programmatic platforms including The Trade Desk, Google DBM, MediaMath, Centro, LiveRamp DataStore, and Oracle Data Cloud, as well as dozens of ad network platforms, to power mobile marketing objectives for brands and app owners. PushSpring is a member of the IAB, MMA and the DAA Self-Regulatory Program.

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Segmint Cited in the Gartner Magic Quadrant for Digital Marketing Hubs.

Segmint, a provider of data-driven software solutions, announced it has been cited by Gartner, Inc. in the February 2017 “Magic Quadrant for Digital Marketing Hubs.” Segmint analyzes anonymous customer data and assigns Key Lifestyle Indicators® (KLIs®) to every customer, translating disparate data points into actionable customer insights.

Among other details, KLIs identify if a customer is likely to purchase a new car, refinance their mortgage, or if they have a high deposit balance. KLIs also reveal unique lifestyle attributes and preferences, which can then be used to deliver highly personalized communications to individual customers. By analyzing rich transaction data, Segmint provides Consumer Spend KLIs such as “natural grocery store shopper,” “traveler,” “home improver,” “outdoors person” and many more.

Analytics and KLI assignments provided by Segmint update dynamically based on real-time customer behavior and transaction data. When grouped together, these KLIs enable companies to deliver intelligent and individualized communications across all channels.

“Banks and financial institutions waste too much time and money on communications that fail to acknowledge the customer’s specific and current needs,” Rob Heiser, CEO of Segmint (pictured left), said. “Segmint being mentioned in the Gartner Magic Quadrant for Digital Marketing Hubs report highlights how our technology helps organizations provide personalized marketing at scale.”

With heavy regulation, financial organizations face unique challenges to fully utilizing digital marketing hubs. Segmint offers intelligent, data-driven solutions specifically tailored to address these complexities.

Segmint, Inc. is a leading provider of secure data-driven software for companies in highly regulated industries such as financial services. Segmint’s patented software activates large quantities of data by integrating predictive analytics, campaign management, multichannel message delivery and campaign reporting into one secure solution. Segmint’s Key Lifestyle Indicator® technology (KLIs®) helps organizations better understand their customers by analyzing actual consumer transaction data to anticipate real-time interests and needs. Segmint empowers companies to deliver relevant, personalized and secure marketing experiences across all channels at the precise moment customers are considering a purchase.

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Rumble Moves to Up-end the Video Market by Launching a Custom Video Player for Publishers.

Video platform Rumble.com today launched “Get your own video player” to its highly popular interface and customer base. This marks the first time that a video company will offer the entire spectrum of video on an open video platform; content, choice of ads, and technology. The new offering enables publishers to achieve complete control with a brand safe video player, while also choosing to use either their own ad stack or Rumble’s.

“This is a no brainer for publishers,” said Chris Pavlovski, CEO of Rumble.com (pictured left). “We believe most publishers will have an appetite to use Rumble’s video content — which is generated by our community of creators — while also taking advantage of this favourable pricing structure and technology for their own content.”

The player affords publishers bandwidth priced at 1 cent per GB, with no storage or encoding fees. Customers who’ve adopted the Custom Video Player include the likes of the Clark Howard Show, America’s Funniest Home Videos, and ViralHog.

Over the next month, Rumble will be rolling out automation features that will allow publishers to customise the video player directly from within the dashboard. For publishers interested in the new product offering, they can review the features here: Your Custom Video Player

Rumble currently boasts over 40,000 creators; more than 30,000 websites have embedded Rumble’s player to date. For more information, visit Rumble

Rumble.com is an open video platform that sits on a rights management technology. This rights management technology is a machine learning sDRM algorithm called Rumble Rank, which automatically scales verification, clearance, discovery and licensing for social video.

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Preethy Vaidyanathan Joins Tapad As SVP Of Product To Further Drive Global Solutions.

Tapad, the leader in cross-device marketing technology, has appointed Preethy Vaidyanathan (oictured left) to serve as the new senior vice president of product management. Effective immediately, Vaidyanathan is leading product strategy and development across all Tapad business lines, including media and data. Vaidyanathan is based in Tapad’s New York City headquarters, reporting to Tapad CEO and Founder Are Traasdahl.

This newly created position was established to bolster Tapad’s product development as the company continues to expand globally. With more than 16 years of experience, Vaidyanathan’s role will be to define and execute product strategies. She will also lead the process of bringing products to market that further benefit Tapad’s client base.

“Preethy brings an exceptional amount of experience and strategic expertise to this role,” said Traasdahl. “Under her leadership, I’m confident our product team will continue to produce innovative, best-in-class solutions.”

Throughout her career, Vaidyanathan has led multiple top-tier product teams, driving growth within each business. Prior to Tapad, Vaidyanathan drove product development at Medialets as SVP of product. She also held product leadership positions at AppNexus, Vibrant Media and McAfee.

“It is a privilege to join team Tapad,” says Vaidyanathan. “I’m looking forward to enabling the product team’s growth and working closely with the engineering team to bring new, successful products to market.”

Tapad continues to build out its global team across APAC, EMEA and the U.S. To join the company’s talented team of experts, visit the Tapad career page here: www.tapad.com/careers.

Tapad Inc. is a marketing technology company. Tapad’s numerous awards include: Forbes’ Most Promising Companies, Deloitte’s Technology Fast 500, Crain’s Fast 50, Entrepreneur 360 “Best Entrepreneurial Companies in America,” SmartCEO Corporate Culture Award, TMCnet Tech Culture Award, Global Startup Award’s “Startup Founder of the Year,” Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award. Tapad was acquired by the Telenor Group in 2016. Telenor is one of the world’s largest mobile operators with 214 million subscribers in 13 countries.
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