The Other Cross-Device Guys: Catching up with Crosswise

June 22, 2015 – AdExchanger
What will be the fate of probabilistic data in a world populated by Facebook and Google?
Steve Glanz, CEO of probabilistic cross-device data provider Crosswise, admits that deterministic data is superior to probabilistic connections – but his answer to that question is still yes because of one major factor: the need for scale.

“Obviously, it would be best – not for us, of course, but best for marketers and advertisers – if there were 100% deterministic data solutions available to everyone – but no one has come close to building a deterministic solution with true scale, even Facebook and Google,” he said. “We’re constantly disappointed at the number of users logged in across devices. It’s relatively small, even at the big retailers. Only a small percentage of users do it.”

But that’s not how AOL CTO Seth Demsey sees the future playing out. He anticipates a near-term evolution in the market that will make the line between ad tech and martech “extraordinarily blurry.”

“No matter how high you get your probabilistic scores, the winds I’m feeling with clients, whether direct or agency, is that deterministic matching and scale is what will win here,” Demsey told AdExchanger. “We’re going to see significantly increased instances of sophisticated CRM onboarding and CRM-driven execution, and probabilistic doesn’t play there. There is no such thing as probabilistic onboarding.”

But Yosha Ulrich-Sturmat, VP of product marketing at Neustar – and a client of Crosswise – predicts a world in which deterministic and probabilistic will coexist, if not in harmony, then at least out of necessity.
“Neustar comes from a place where we have the luxury to be able to build predictive linkages,” he said. “But there are limits to what deterministic can do, and I believe you need to augment deterministic data with probabilistic linkages in order to see success.”

That’s what forms the basis of Neustar’s relationship with Crosswise, whose client list of more than 25 DSPs, DMPs, attribution providers and analytics companies also includes The Trade Desk, Undertone, Turn, RadiumOne, Marin Software, Eyeview and Digilant.

Crosswise prefers to be behind the scenes.
“If you’re looking for an end-to-end solution that includes media and reporting, we’re not the company for you,” said Glanz.

Crosswise, which Glanz expects to break even within the year and be profitable “relatively soon,” made its probabilistic data product generally available in the US late in 2014 after firstlaunching a controlled test phase last July in the New York market. It rolled out its UK business in May.

Since then, Crosswise’s staff of 25 – the majority of whom are based in Tel Aviv and focused on tech and data science – has been training and validating the company’s algorithms using a data set of more than 100 million deterministic pairs which it accesses through several partnerships, including a close one with LiveRamp. Crosswise also uses LiveRamp to distribute data to many of its clients.

Tapad has a similar approach with its algorithm, using deterministic data to teach its device graph to create more accurate probabilistic cross-device connections over time.

But unlike Tapad, Crosswise doesn’t sell media, and that’s by design. It’s a neutrality thing, said Glanz. Rather than courting the agencies and advertisers themselves, Crosswise does business with the DSPs those agencies and advertisers work with to execute their campaigns.

Neustar is a good example. As a provider of marketing and information services, Neustar maintains its own deterministic data set based on a foundation of around 120 million US households comprised of 200 million adults tied through anonymized transactional data to 180 million devices.

It’s quite a large repository, but Neustar still needs to augment its deterministic data with probabilistic linkages, said Ulrich-Sturmat.

Neustar onboards data from Crosswise and several other cross-device technology players – Ulrich-Sturmat declined to name which ones – to extend its segmentation capabilities and help build the “identity layer” that fuels the work done inside PlatformOne, Neustar’s workflow, insights and analytics solution.
“We call it the network effect of data,” said Ulrich-Sturmat.

The data that comes on board from Crosswise arrives in the form of a massive file with three columns: one for cookie ID or device ID, another denoting the cross-device connection and a third designating a confidence score. The first row, for example, might say, “desktop cookie, Android ID, 50%,” the next row, “mobile web cookie, iPad, 80%,” the row after that, “Android ID, iPhone IDFA, 90%” and so on down the line.
But the examples above don’t necessarily represent separate people. It’s entirely possible that columns A, B and C correspond to different connections for the same person, someone who owns a Samsung phone, an iPad and an iPhone.

While some clients ask Crosswise to stitch these disparate connections together into a single person before they receive the file, Glanz said Neustar prefers to receive its data “in the raw,” so to speak.
And there’s a reason why. Cross-device is a two-pronged game pitting accuracy against scale. Both of those factors need to win in order for the advertiser to get value. If column A and column C are the same person, but column A is 50% accurate and column C is 90% accurate, the accuracy of the combined connection is weaker than the accuracy of column C on its own.

Once a campaign has been deployed, advertisers also want to track performance and optimize accordingly.
“We need to help advertisers answer the question, ‘How did I do?’” said Ulrich-Sturmat. “And to do that, we need an holistic view of devices combined with our analytics layer.”

Back to the question of accuracy, although Crosswise isn’t yet verified by Nielsen like Tapad and Drawbridge – 91.2% and 97.3%, respectively – Glanz said that the company’s matches are 90%-plus accurate. But Crosswise, Glanz said, also provides “matches with lower confidence scores which allow the customer to choose what works best for them.”

Digilant Opens New Boston Office Amid Major Company Expansion

Programmatic Advertising Leader Expands Presence to Accommodate Increasing Client Demand and Product Development

2 Oliver Street – Digilant Head Office

Boston – June 17, 2015 – Digilant, a leading global programmatic media company that partners with agencies and brands to provide customized and strategic digital advertising solutions, today announced the opening of its new Boston office. Digilant’s move to a new location at Two Oliver Street is a direct result of the company’s continued growth across the Americas and Europe.

“Our move to downtown Boston is not only an indication of our success in the U.S., but of the growth we are seeing around the globe in terms of clients and revenue,” said Sanjay Pothen, Managing Director, U.S. “Our expanded presence in Boston, one of the world’s largest marketing and advertising hubs, allows us to increase our global reach and further enhance the capabilities we offer our clients. We are committed to continuing our global success and strengthening our position within this competitive industry.”

Digilant’s new headquarters is in the prominent Two Oliver Street building, located in the heart of Boston’s financial district. The larger space, along with its proximity to key agencies and other advertising technology companies will allow Digilant to accommodate new hires for data science, ad operations, engineering and sales teams. The company also continues to grow globally, most recently with the additions of Florence Malaud in Italy, Alexis Reategui in Peru, and Eduardo Arevalo in Chile.

Digilant’s significant business growth also contributed heavily to the decision to move. The company has been profitable for over a year, with the number of employees growing rapidly over the last twelve months. In the coming year, Digilant plans to bring on additional employees within its operations and sales teams to support sustained growth.

“Over the past twelve months, Digilant has expanded its data science solutions, vastly improved its programmatic platform and increased its capabilities,” said Don Epperson, CEO of ispDigital and Executive Chairman of Digilant. “The resulting growth in business has been tremendous, and the company’s new headquarters speaks to its track record of success. I have high hopes for Digilant’s future as an integral part of ispDigital.”

About Digilant
Digilant, a global programmatic media pioneer, partners with the world’s leading agencies and brands to provide customized and scalable programmatic media solutions. Powered by insightful and actionable data science, Digilant’s display, video, mobile, and social solutions are delivered through a world-class service offering. The company’s advanced technology platform, which includes a data management platform (DMP), connects brands with relevant and unique audiences by activating first party, third party and its own proprietary data. Headquartered in Boston, Digilant has offices in Barcelona, Bogota, Lima, London, Madrid, Mexico City, Milan, Monterrey, Santiago, Sao Paulo, and across the U.S. For more information, please visit or follow the company on Twitter at @Digilant_US.  Digilant is an ispDigital Group Company (

About ispDigital
ispDigital is a technology-based marketing services holding company driving innovation and solutions at the intersection of earned, owned and paid media. Together Acceso (earned), Antevenio (owned), and Digilant (paid) provide cross channel and cross device, closed loop marketing solutions.  Headquartered in Boston and Barcelona, ispDigital has offices in Brazil, Chile, Colombia, France, Italy, Mexico, Panama, Peru, Spain, the United Kingdom, and the United States. ispDigital is majority owned by Inversiones y Servicios Publicitarios (ISP), an investment company fully owned by the Rodés family. For more information visit
More Information:
Rebecca Kelley
SHIFT Communications for Digilant
David Rodes
Business and Corporate Development, ispDigital

Digilant Consumer Persona – Programmatic Data Product: What is it?

Consumer Persona Data Solution Allows You To Visualize Your Data And To Use The Insights For Targeting


messychart“In working with advertisers around the world, we saw that more times than not they have targeted audiences based on traditional, static personas, however those consumers were not converting on the call to action.  Consumer Persona addresses this issue by using authentic, real-time data to create personas that are based on actual human behavior, helping advertisers to better pinpoint consumers for campaigns instead of targeting those who may fit the criteria on paper, but not in reality. This new data science-driven capability has already proven to increase ROI for our beta campaigns and we are excited to announce its general availability to advertisers, allowing them to take a deeper dive into their data and make it actionable and profitable.”

 Krishna Boppana, Chief Data Scientist at Digilant

Persona” is a phrase that represents a conceptual user profile, and is applicable today in the big data world as long as the persona for your marketing is changing as fast as your data is telling you. The modern persona is connecting a quantitative analysis of your company’s target audiences to create real personas.

CASE STUDY: A popular upscale cosmetics brand
  • Digilant used segmentation information from third party data, first party data and Digilant proprietary audience segmentation to create a Consumer Persona.
  • Digilant discovered a 10% lift from the demographic of holiday shoppers and travelers — which had no connection to any of its advertisements.
  • What Digilant deduced is that this could be attributed to those who only purchase from the retailer once a year, during the winter holidays, because they are buying a gift for someone who has given them a list containing a specific item.
  • This find showed the retailer exactly where not to target, as the ads have no effect on whether or not these people purchase.
The takeaway from all of this? No consumer is created equally. An in-depth profile will give you:
  • Accuracy: Target the right people, don’t waste impressions.
  • Data and insight: Easy to view who is actually converting.
  • Actionable: Data is actionable and targetable through a customized model.
 Learn more about how to make your programmatic data actionable:

InMobi, Rubicon Expand Mobile Exchange to Include Native, Video

June 2, 2015  – MediaPost
InMobi, a mobile programmatic ad exchange, and Rubicon Project, the ad tech provider that powers the exchange, continue to expand their partnership.

The two companies on Tuesday announced that the InMobi Exchange has officially integrated with 10 demand-side platforms (DSPs) to support programmatic native ad-buying in concordance with the IAB’s OpenRTB 2.3 standards released earlier this year. Additionally, over a dozen DSPs can now buy mobile interstitial video inventory via the InMobi Exchange.

The exchange, launched one year ago, has always been focused on native advertising. Ever since the initial InMobi-Rubicon partnership was announced, the two companies have essentially been putting the pipes in place for programmatic native ad-buying, working closely with the IAB and a handful of other companies to release the OpenRTB 2.3 standards.

InMobi says it began testing programmatic native ad-buying on its exchange with a select group of DSPs during the first quarter of this year, and today’s announcement marks the full development of the offering.
The introduction of video to InMobi’s exchange beefs up the amount of “quality” inventory it houses. The video inventory available on the exchange complies with the IAB’s Video Ad Serving Template (VAST) standards.
InMobi’s ultimate goal is to usher in a “no banner” mobile advertising world, stated Anne Frisbee, SVP of global alliances and programmatic at InMobi. She added that 40% of the inventory available on the exchange is now either native or video, a figure that is expected to rise.

Adelphic, Bidtellect, Bidswift, Bidstalk, Digilant, Stackadapt and others are counted as native DSP partners. The Trade Desk, Tapad, EyeReturn, AdTheorent, Adelphic and more are among the DSPs that have access InMobi’s new mobile video ad inventory.
In addition to marking a large-scale effort to adhere to the IAB’s new programmatic native standards, today’s announcement also represents another win for programmatic mobile video, which has been on a hot streak recently.

According to recent BrightRoll surveys, the majority of agencies in both the U.S. and Canada expect mobile video to be the fastest-growing category in terms of digital media spend this year. It’s no surprise, then, to see that BrightRoll decided to double down on mobile video.

Two other video-focused programmatic ad platforms — Videology and TubeMogul — have recently reported rises in programmatic mobile video as well. Videology recently said the number of programmatic mobile video ad campaigns running on its platform increased 81% from the fourth quarter of 2014 to the first quarter of 2015, while TubeMogul noted that mobile ad spend on its platform has increased 500% year-over-year.

A 360 View of Viewability: We All Have a Stake

June 2, 2015 –  MITX
In the world of digital advertising it is hard to go a day without hearing or reading about the industry’s viewability issue. From new guidelines, to new studies, to announcements from advertisers’ that won’t settle or pay for less than 100 percent viewability. But what does 100 percent viewability mean, how do we get there, and what happens when we do?

These are some of the questions posed at a recent event I participated in, representing the Demand Side Platform (DSP) perspective, along with representatives from the publishing, brand, agency, and media valuation sides of the digital advertising ecosystem.

Our lively discussion may not have revealed definitive answers to all of these questions but we did find common ground across what can seem like opposing objectives. One thing we all agreed on was that there is more to learn, and more to do. So how do we work towards setting and reaching a realistic viewability standard?
Set Reasonable Expectations

In conjunction with the event Digilant conducted a survey to assess advertisers’ perception of viewability. We found that more than 42 percent of respondents expect more than 75 percent viewability from their media buys, with more than 21 percent of respondents expecting viewability greater than 90 percent.

While there is a great deal of variation across ad type and device, viewability reality is somewhere closer to 50 percent. Even the Media Rating Council (MRC) notes an expectation of 100 percent viewability is “unreasonable”and the IAB has called for a goal of 70 percent.

There is certainly merit to demanding that when paying for views, you get those views. But this is not an issue exclusive to digital advertising, and reasonable expectations must be set.

Establish Some Consistency
One of the biggest challenges in reaching 100 percent viewability is measuring it in the first place. MRC has taken an important step by defining a viewable impression. But the technology for measurement is still evolving and not all sites can actually be measured. It is important to recognize, though, that “not measureable” does not mean “not viewable.”

Vendors that provide third party measurement and validation are another key piece to the puzzle. But a consistent standard of measurement has not been established and there is still variation across vendors. While we work towards an industry standard – and the technology to back up that standard – transparency will be key.

Accept that We Are All Accountable
As advertisers begin to make stronger demands for viewability, including contract stipulations that they will only pay for viewable impressions, there has been a lot of finger pointing to who should be held accountable. The reality is, everyone needs to be accountable.

Publishers need to identify ways to make all impressions viewable. Media valuation vendors need to establish a consistent and transparent form of measurement. Ad tech providers and agencies need to work with trusted partners on a consistent basis for streamlined measurement and transparent reporting. These efforts will work to provide advertisers greater viewability standards and accountability. But advertisers have an important role as well.

If brands demand 100 percent viewability, they may need to reevaluate their current KPIs. Ad buys may need to be limited to measurable URLs, which could limit the reach and scale, and create gaps in effective targeting. Further, if publishers have to adjust impressions per page to ensure viewability, they may have to raise prices to account for this higher quality inventory.

The above outlook may look like an insurmountable challenge, but I came out of this industry discussion feeling incredibly optimistic. We all have a stake in ensuring quality inventory and measurable results, however we will all benefit from achieving that goal so must work together to solve it.

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