The Digilant Team, Author at Digilant

Working experience during a month at Digilant

Posted on 06/21/201701/19/2023 by The Digilant Team

We are very happy and proud to say that Marta Amigo from la Fundación Down Madrid has been working as an intern with us during the month of May.

Marta is a nineteen-year-old young girl who is in a special programme that gives youngsters the opportunity to help within a work environment. Marta surprised us all showing great communication and organizing skills. During the month of her internship she helped across every department in different issues.

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Every morning when she arrived to the office she organised all chairs and tables in our meeting rooms, and she charged the printer with paper. Then depending on the day she had different tasks:
– Account department: She helped organising and printing purchase orders.
– Financial department: She organised all 2016 and 2017 invoices in alphabetical order.
– Marketing: She helped filling in the PR tracking excel spread sheet.

We have been very happy to have her as part of the team in the Digilant Madrid office. The work she´s been doing here has been of great help! After this great experience, we will absolutely repeat next year with another Kid of Fundación Down Madrid. Why don’t you try it too?

And the Winner is… Digilant!

Posted on 05/26/201704/21/2023 by The Digilant Team

MITX Award 2017 - Company Announcement Email

Last night was an exciting evening, Digilant won its first award for Consumer Persona in the ‘Best Use of Big Data’ marketing category at the annual MITX awards.

The MITX Awards are the largest and most prestigious annual awards competition in the country for digital marketing and technology innovation, bringing together the best and brightest minds in the digital media, marketing and technology industry. Bigger, bolder, and more interactive than ever, this event celebrates and awards New England’s thriving digital innovation ecosystem in more than 20 categories.

Our category: Best Use of Big Data

Whether analyzing behavior, stock price fluctuations, data anomalies, or advertising effectiveness, companies gather incredible amounts of information. This award recognizes an organization that has used data to inform and create an impactful experience or technology for your audience/customer.

We were honored to be part of the innovation community in New England and we are excited to win t

his award as it represents the fruit of many hours of team work for Digilant product and data science.

We plan to do big things with Big Data this year in programmatic advertising, so expect to see more from us soon.

Programmatic: Time for brands to take control?

Posted on 02/17/201604/21/2023 by The Digilant Team

Over the last six to 12 months, I’ve noticed a trend beginning to gather pace in relation to programmatic media buying. With digital media spend now making up the majority of many global brands media budgets, some brand marketers are, for the first time, starting to question the levels of transparency and value being delivered by the in-house trading desks of their advertising agencies.

The vast bulk of programmatic media spending, at least 85 per cent I’d guess, is currently being handled by agency in-house trading desks, with a small but extremely vibrant sector of independent media buyers and media buying technology providers making up the remaining 15 per cent of the market.

There are lots of perfectly good reasons why many major brands continue to hand control of their programmatic budgets (which often equate to tens of millions of pounds) over to their agencies’ trading desks without question. As the programmatic ad market has developed rapidly, larger agencies have invested heavily in their trading desks to ensure that their massive media procurement machines work effectively, providing their clients with access to a huge inventory of ads via global media exchanges and their own publisher networks.

However, any brand of scale will be aware that while much of the programmatic media buying activity organised by their agency delivers the desired results, a significant portion of that spending consistently underperforms. Having identified this, it would be natural to assume that the brand’s marketing managers would be keen to test different approaches in relation to the poorly-performing areas, for example, shopper marketing, but, in actual fact, many brands opt to do nothing.

From anecdotal evidence, the reasons for this are usually political rather than practical. While alternative suppliers and technologies exist to allow brands to take a far greater degree of control over their programmatic spending, many fear the consequences of rocking the boat when it comes their long-standing agency relationships. I’ve had senior executives from FTSE 100 companies tell me off-the-record that to go against their agency could literally cost them their jobs.

However, I believe that we have now reached a point where the commercial opportunities presented by alternative media buying strategies are starting to tip the balance of fear for brands towards re-allocating at least a portion of their programmatic media budget to independent media buyers or simply towards handling it themselves with the help of new software tools.

The good news for brands is that this isn’t an all-or-nothing, black-or-white proposition. I would argue that a brand can benefit massively from taking five, ten or fifteen percent of their programmatic budget out of their agency’s hands in order to try something a little bit different. As well as potentially boosting the performance of that under-performing portion of their budget, the additional insights about the contemporary programmatic marketplace will undoubtedly help to inform the brand’s decision-making in relation to the remainder of their spending and give them a platform from which to better assess their agency trading desk’s overall performance.

At Digilant, we work closely with major brands to facilitate the process of regaining control over programmatic spending, working as their trusted programmatic partner. The technical capabilities of our unique solution combine a demand-side platform (DSP) and data management platform (DMP) that connect brands with relevant audiences by activating first party, third party and our own proprietary data.

There’s a very good reason why we at Digilant can comment knowledgably on the workings of agency trading desks: we used to be one! Even though, always fully independent, we were originally born in the tranches of a spin-out from a global advertising agency, Digilant became fully independent in 2012 as therefore fully aware of the potential conflict-of-interest that lies at the heart of the ‘in-house trading desk’ model became apparent.
Digilant is now the paid media arm, as part of the ispDigital Group of companies, which also includes Acceso (earned media) and Antevenio (owned media), we and provides provide brands with customised cross channel marketing solutions at the intersection of earned, owned and paid media. The group has a presence in 12 countries across the globe, working in London to Los Angeles, Milan to Mexico City, so we have good reason to believe that the trend towards brands shaking up their programmatic spending arrangements will continue to gather pace internationally throughout 2016 and beyond.

This content was supported by Digilant but all content is editorially independent.

“It’s been a wild ride” says Patrick Robson, MD of Digilant UK

Posted on 10/15/201504/21/2023 by The Digilant Team

Patrick Robson is a digital advertising professional and the Managing Director of Digilant UK. With more than a decade of experience in digital advertising and marketing, his insights into the world of Programmatic Buying are not only comprehensive, but very educational.

When asked about Digilant’s launch in the UK, Patrick elaborates – “Digilant was launched 5 years ago, as the first trading desk in the US. Initially, companies didn’t really have a sense of what programmatic would become and how it would grow. Fast forward 5 years later, and we are in 8 countries with over 150 global employees and independent ownership.”

Patrick jokes, “It’s been a wild ride…” and continues to say “we have always known that this is a tremendously important place for us to be successful. There are multinational brands that span the globe, operating out of the UK. Marketing teams in the UK understand how exciting this time of transformation is for brands, and we are eager to offer our insights.”

Having worked with Digilant from its inception, he has spent the last 5 years helping brands discover how to drive and measure advertising results. As the business expanded in the US, the company simultaneously began operations in Europe and Latin America, all quickly realising their global potential.

Patrick enthusiastically talks about his previous stint in London, and believes that it has given him an understanding of what it takes to make a US business successful in the UK. He explains: “as a global organisation, we have a very European approach and I am confident this will allow us to help fulfil the promise of holistic relationships with many brands in the UK.”

Boutique offering
Most people he has talked to are excited about the idea of a boutique offering, which strives to educate and be honest about revenue generation. He believes that a number of brands have lost faith in their agency partners on the topic of media buying. “We have always done things a bit differently, in that transparency has been our main focus. We offer real insights that the client can use across all media disciplines.”

Patrick remarks, “In the UK we see independents rise to the top again, like full cream milk…But jokes apart, it hasn’t been an easy road for us as an organisation. We have traditionally worked outside of the internal operations of agencies as one of the few independents. Naturally, these experiences have made us a brand-focused company, although we still have some great agency partners.”

When asked about Digilant’s success globally, he is proud of the fact that as an ad tech company Digilant has been profitable since early 2014. “2015 will be similar, as we continually expand our footprint into new markets. I think the key to success for someone reading this is that we don’t want 500 clients (well maybe we do eventually), but, we would rather service 10-15 brands or agency partners really well and give them the highest level of service available in the industry.” He is positive about the Digilant journey in the UK, which is focused on finding good partners, and optimising existing and new resources to make them successful.
Sophisticated advertisers

Patrick goes on to say that “’Boutique’ is an oft overused word but as a textbook definition we are exactly that: a business serving a sophisticated or specialised clientele.” Excited that the UK market is bursting at the seams, he believes that it is a very sophisticated marketplace, with an incredible talent pool of people, who are offering the media buying community a great debate. When describing how Digilant fits in, he states “move away from a consumable environment and create an agile independent internal organisation – this is where Digilant has positioned itself, on a sustainable basis, in the UK.”

His love for London is evident in the way he describes the city – “It is my opinion that London is one of the greatest cities in the world in which to live and do business. It is a highly dynamic city, comprised of incredibly smart and talented people to learn from and enjoy life with.”

He emphasises, “we are honoured and thrilled to be on the world stage in the UK and we look forward to helping change and expand the way brands engage with consumers throughout the world!”

Digilant Cares Collaborates with Cradles to Crayons

Posted on 08/07/201504/21/2023 by The Digilant Team

Digilant Cares Boston collaborates with nonprofit Cradles to Crayons to support the NPO effort to help local children get ready for school. Cradles to Crayons provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school and at play. They supply these items free of charge by engaging and connecting communities that have with communities that need.

Digilant has chosen to partner with Cradles to Crayons specifically on their Ready for School program. Cradles to Crayons commissioned a study to gain a better understanding of the impact of Ready for School on the children who receive Cradles to Crayons’ backpacks.

Fast Facts about Cradles to Caryons’ Impact

97.7% of parents said the supplies provided will help their children to do homework
95.9% of parents said the supplies will make their child more excited to go to school
93.7% of teachers said the supplies helped students to complete their homework
“There is a student in my class who is from a single parent family. They are homeless and the student was happy to get a backpack and supplies like everyone else. This student would not have had anything on the first day like all of the others. Thank you.” – Teacher

With more than 300,000 children from newborn to age 12 living in low-income and homeless situations in Massachusetts, the need for Ready for School is very real. This is why Digilant is proud to be supporting the cause on a number of levels.

In additional to providing a $5,000 donation that will allow Cradles to Crayons to purchase backpacks and school supplies for more than 300 local children, Digilant is engaging on two volunteer opportunities and hosting a collecting at our Boston office for clothing and books for children in need. Digilant will participant in the Cradles to Crayons annual Backpack-a-thon event in August, where 10 of our staff members will join more than 600 other volunteers and special VIP guests to pack 35,000 backpacks just in time for school to start. In September, the entire Boston office will spend the day at the Cradles to Crayons “Giving Factory” where they will sort, inspect, clean, and package clothing, books, toys, and baby equipment.

A 360 View of Viewability: We All Have a Stake

Posted on 06/02/201504/21/2023 by The Digilant Team

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.

Digilant Announces Strategic Partnership with Integral Ad Science

Posted on 05/04/201504/21/2023 by The Digilant Team

Relationship Reinforces Digilant’s Emphasis on Viewability and Brand Safety

Boston – May 4, 2015 – Digilant, a leading global programmatic media company that partners with the world’s leading agencies and brands to provide customized and scalable programmatic media solutions, announced today the launch of a strategic partnership with Integral Ad Science (IAS), the leading global provider of actionable advertising intelligence for buyers and sellers of digital media.

This collaboration grants Digilant access to Integral Ad Science’s pre-bid solution, Bid Expert, which has been integrated into Digilant’s proprietary bidding system. The integration improves Digilant’s ability to effectively achieve clients’ target metrics by optimizing for high viewability, brand safe placements, and avoiding serving ads to fraudulent traffic. Through this partnership, Digilant will deliver advertisements via intelligently-purchased inventory that leads to meeting client campaign and business goals while continuing to ensure that key audiences are successfully targeted worldwide.

“We are thrilled to partner with Integral Ad Science to provide an even deeper level of inventory security and brand safety for our clients in markets around the globe and ensure that they are free of concern about fraud while effectively reaching consumers,” said Kim Riedell, Digilant’s SVP of Product and Marketing. “As viewability and fraud continue to be major issues in the digital advertising space, our relationship with Integral Ad Science assures our clients that we are taking every step necessary to combat these issues.”
Digilant has been beta testing with Integral Ad Science’s Bid Expert technology and has already seen strong participation and interest in the integration from existing clients.

“Programmatic advertising is an increasingly critical part of all of our media campaigns. The challenge is keeping brand safety a top priority in an automated world,” said Gary Mak, Media Director at Connelly Partners. “We’re looking forward to this partnership between Digilant and IAS, as it will provide incredible value in our efforts to achieve both campaign and business goals, while optimizing for brand safety and viewability for clients.”

“Digilant’s partnership with Integral Ad Science is great news as we continue to work to provide our brand clients with the highest quality media placements for their programmatic campaigns,” said Emma Coker, Media Strategist at Firehouse. “This integration, coupled with Digilant’s existing technology and data management platform, further enhances our ability to reach the best possible audiences and drive incredible ROI for clients.”

“Integral Ad Science’s partnership with Digilant is another example of digital advertising companies working together to ensure that their clients’ message is reaching their target consumers and not an artificial audience,” said Harmon Lyons, Vice President, Business Development at Integral Ad Science. “We look forward to working with Digilant to continue to implement Bid Expert into its existing technology and enhance the quality of digital advertising delivery for their current and future clients

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, London, Madrid, Mexico City, Milan, Monterrey, Sao Paulo, and across the U.S. For more information, please visit www.digilant.com 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 that is driving innovation 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 media solutions. Headquartered in Boston and Barcelona, ispDigital has global 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), a company owned by the Rodés family.

About Integral Ad Science

Integral Ad Science is a technology company focused on ensuring safe, quality media environments for online advertisers. Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (True Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. TRAQ Score supports an advertiser’s ability to plan, execute and target their audience in an environment that reflects their brand image and drives ROI, while simultaneously setting benchmarks for publishers who wish to improve the quality of their content and design to attract premium advertisers. Integral is headquartered in New York with operations in San Francisco, Chicago, Washington DC, London, Berlin, Paris, Sydney, Melbourne, and Singapore, Learn more at
www.intergralads.com.

Digilant Announces the Global Launch of Fully-Customizable, Page-Level Targeting Data Solution

Posted on 03/10/201504/21/2023 by The Digilant Team

Boston – March 10, 2015 – Digilant, a leading global programmatic media company that partners with agencies and brands to provide customized data and strategic advertising solutions, today announced the launch and worldwide availability of its new Page Index product. The solution enables advertisers to cost effectively extend the reach of campaigns by identifying hyper-relevant content on new pages with high value inventory, across desktop and mobile devices.

As part of Digilant’s consolidated media buying platform, Page Index is the industry’s only independent, fully-integrated, page-level targeting solution. The new product provides contextual targeting at a granular level by determining the most-relevant URLs based on campaign-specific keywords, visibility and ad performance. Campaigns conducted using Digilant’s Page Index technology have demonstrated a conversion rate that is 10 times higher than the industry average.

“Page Index has worked tremendously well for us,” said Claire Bishop, SVP, Integrated Media Strategy for MMGY Global. “Having the ability to truly scale such a customized site list for our clients is valuable not only from a direct-response perspective – we do see enhanced conversion metrics in these programs – but it is extremely valuable as we are looking to make meaningful impact on our client’s brand objectives as well. In today’s targeted media environment, relevance is what ultimately sets our clients apart, and the Page Index technology Digilant uses gives us the power of relevance,” added Bishop.

“By providing a unique targeting capability, Page Index allows advertisers to define and target their own network of URLs – evaluating the relevance of content by actual subject matter, rather than relying on publisher-established definitions,” said Kim Riedell, SVP of Product and Marketing for Digilant. “We’re thrilled to introduce this product as part of our end-to-end platform, which empowers advertisers to gain market share by targeting relevant content and audiences, who are more likely to be engaged, based on nuanced behavioral attributes specific to their brand.”

Using proprietary web crawling technology and customized match scoring to determine the relevancy of every programmatically available URL, Page Index determines the most contextually significant and brand appropriate webpages for each client campaign. This customization allows advertisers to increase scale by breaking away from publisher defined contextual categories to engage with audiences that their competitors are not reaching. With cookieless-targeting, Page Index offers incredible scalability across devices, while remaining privacy compliant.

“At Digilant we know that every advertiser is unique, and our platform is designed to offer solutions customized to each advertiser and campaign,” said Sanjay Pothen, Managing Director, U.S. for Digilant. “The level of customization available through Page Index exemplifies our commitment to building customized campaigns and data science that are tied to each advertiser’s goals and deliver strong return on ad spend.”

About Digilant

Digilant partners with the world’s leading agencies and advertisers to provide customized and scalable programmatic media solutions, powered by insightful and actionable data science, and delivered through a world-class service offering. Digilant delivers display, video, mobile, and social solutions in the U.S., Brazil, Colombia, Mexico, and Spain. Headquartered in Boston, Digilant has offices in Atlanta, Chicago, Dallas, Kansas City, New York, and San Francisco, as well as global offices in Sao Paulo, Bogota, Mexico City, and Madrid. For more information, please visit www.digilant.com or follow the company on Twitter at @Digilant_US.

About ispDigital

ispDigital is a technology-based marketing services holding company that is driving innovation at the intersection of “earned,” “owned,” “paid” and “impulse” media. Together Acceso (“earned”), Antevenio (“owned”), Digilant (“paid”), and InStore Media (“impulse”) provide cross channel and cross device closed loop media solutions. Headquartered in Boston and Barcelona, ispDigital has global offices in Argentina, Brazil, Colombia, France, Italy, Mexico, Panama, Peru, Spain, the United Kingdom, and the United States. For more information, please visit http://www.ispdigital.com.

About MMGY Global

MMGY Global is an integrated global marketing firm with more than 35 years of experience in travel, hospitality and entertainment industries. With offices in Kansas City, New York, Orlando, and Madrid, MMGY serves many of the world’s premier travel and tourism brands, including destination promotion boards and attractions, lodging, transportation and technology partners. MMGY provides comprehensive research, branding and measurement solutions as well as strategy and support in paid media, interactive development, mobile, social media, promotions, public relations and CRM. The agency is also the co-author of the widely acclaimed MMGY Global Portrait of American Travelers® and Portrait of Digital Travelers(TM). For more information, please visit www.mmgyglobal.com.

Walled Gardens Not as Bad as You Think

Posted on 12/19/201404/21/2023 by The Digilant Team

December 19, 2014: Krishna Boppana in AdExchanger
With Facebook’s recent Atlas launch, Apple’s iAd refocus and Google’s restrictions on DMPs’ pixel firing, we’re seeing the rapid emergence of the “walled-garden” model of digital advertising.
As a result, advertisers may feel that they’ll be locked in when choosing a platform to work with. But in reality, they’ll have access to consolidated high-quality inventory, while audience reach, targeting and attribution will be in silos.

The closed environments will give those networks the ability to improve inventory quality, provide in-network attribution and develop different creative ad units and solutions. Industry consolidation will undoubtedly cause some players to exit or pivot in the near future, but ultimately, the walled-garden model will be positive for all elements of the digital ecosystem.

Accurate Audiences

“Walled garden” generally refers negatively to the boundary between two resources that should otherwise be integrated. It’s a positive term in this context. Programmatic vendors have always touted their algorithms as key differentiators, but even the most accurately predictive algorithm won’t produce desired results without separating each advertiser’s data into individual silos.

For example, if an algorithm ingests a massively disproportionate amount of data from one advertiser, results for all customers will be skewed towards the largest advertiser and category. While this may not concern the biggest brand players, smaller ones may be incentivized to turn to Facebook or Google for what they perceive as more accurate audiences.

Impact On Fraud

As 2014 comes to a close, many advertisers still lack true insight into their campaign performance, thanks to opaque buy-side platforms and the persistence of fraud. While one could argue that fraud will always be an issue to some extent, like a typical software virus, advertisers can expect to get a better handle with controlled environments. Facebook is promising the holy grail: fraud-free advertising with walled user data, cross-device tracking and ad serving. With user registration data (Facebook login), controlled inventory, ad units and built-in attribution, it promises to be a fraud-free solution.

Walled gardens help to limit publishers’ data leakage and hold publishers to higher levels of transparency to control fraud at the source of the problem. The presumed default onus of providing higher-quality advertising is shifting from buy-side platforms to publishers and sell-side platforms. This is an important step forward for the programmatic ecosystem and for advertisers.

Reach Across Walled Gardens

The main drawback of a solution like Facebook’s Atlas is that it still only reaches Facebook’s user base and relies on its (albeit enormous) user reach. While Facebook will be a component of most campaigns, it’s not the only channel that can reach an advertiser’s target audience at any given time.

With the success of cross-device identification solutions, it’s more important than ever to reach users at the right time on the right device with the right creative. This simply means advertisers do not have to get “stuck” in a walled garden, but rather leverage them by using their buy-side platform to reach across walled gardens.
The walled-garden phenomena won’t doom the industry. Increased competition and higher-quality inventory will produce a race to the top, where the most successful technology providers are also the most transparent and effective. This will go a long way toward helping digital marketers deliver on the promise of true one-to-one marketing at scale.

Follow Digilant (@Digilant_US) and AdExchanger (@adexchanger) on Twitter.

Mothers Responsible for Majority of Father’s Day Gifts

Posted on 06/11/201404/21/2023 by The Digilant Team

Father’s Day is already here. Have you gotten Dad a gift? According to Digilant many of us have not, because Father’s Day Shoppers are 308% more likely to be a mother of a toddler than any other group. They are also 629% more likely to be in market for hand tools and 384% more likely to be in market for men’s neckwear.
Father’s Day Shoppers are also 187% more likely to be interested in collecting coins and 113% more likely to be in market for fiction books and magazines. They are 101% more likely than the average online shopper to purchase cycling parts and 95% more likely to purchase a GPS navigation device. According to the data they are just as likely to be interested in travel to Monterrey, Mexico, as Nail Care Products, 85%, and they are 79% more likely than the average online shopper to be interested in Healthy Living.

Based on the data, Dads are in for a great Holiday. Happy Father’s Day!