Ad-tech firms create consortium for ad targeting
MediaMath, AppNexus, LiveIntent, Rocket Fuel, Index Exchange, LiveRamp and OpenX have teamed to launch an ad-tech consortium to widen access to targeting technologies that rival Google and Facebook. "[T]here is a definite market need for a unique identifier that is neutral, and that can deliver the value that advertisers and agencies want without relying solely on Facebook and Google," OpenX's Tim Cadogan said.
