Testing the Waters: Key Questions to Ask Before Jumping into a Data Lake

The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.

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Vindico Receives MRC Accreditation For Video Viewability

Vindico, a digital video ad platform, announced it has received Media Rating Council (MRC) accreditation for its video viewability measurement product, as well as its video ad serving platform.

Nielsen Picks A Pack Of ‘Preferred Platform Partners,’ Pushes Toward ‘Total Audience’

Nielsen has a new program designed to give advertisers and agencies a clearer lens into the digital audience activation process, the company announced Wednesday at its Consumer 360 conference in Washington, DC.

The CMO’s Dilemma: Bringing Formula 1 to America (podcast)

In VentureBeat’s latest CMO Dilemma podcast, sponsored by Viant, Formula 1 CMO, Michael Williams, discusses marketing the world’s most popular racing sport in America.

Salesforce Steps Into Ad Tech Via 5 Partnerships

Salesforce has announced an expansion of its “Active Audiences” product, which enables buyers to use their CRM data for digital advertising campaigns.

Salesforce’s Marketing Cloud 2.0 goes beyond marketing journeys

Salesforce is today unveiling the 2.0 version of its Marketing Cloud, which boosts the role of Journey Builder and ties this Cloud more tightly with its brethren clouds, Sales and Service.

Are you in sales or marketing? For Salesforce, the distinction blurs

Want to target an audience of one? Salesforce’s latest marketing software update uses CRM to personalize cross-channel engagement.

Salesforce Revamps Its Marketing Cloud With New Connections To Sales, Service And Display Ads

Salesforce.com is announcing a new version of its Marketing Cloud. The company is unveiling the new features today in New York City at its Connections event for digital marketers. It’s adding new features to its Journey Builder, a drag-and-drop tool for managing customer interactions, and to Active Audiences, which connects customer data to online ad campaigns.

Salesforce.com Opens Up Access To Ad Tech Companies

Salesforce.com wants marketers to know its paid media pitch extends well beyond the confines of social media now.
On Wednesday, it revealed buyers can now activate CRM data for ad buys across mobile web, video, display and apps through a wave of new Active Audiences API partners: LiveRamp, LiveIntent, Neustar, Krux and Viant.

Salesforce Wants to Help Clients Buy Display Ads Using Their CRM Data

To power the ad-buying platform, Salesforce is teaming up with Viant, Acxiom’s Liveramp, and Neustar.

With great data comes great responsibility

Powerful new data analytics systems, marketing automation platforms, and a host of other tools are part of this revolution in targeting.