DataPoint Media, an audience targeting company with a focus on exchange-based trading, has struck partnership with Semcasting, an audience targeting platform that uses IP addresses instead of cookies.
The move is another in a long list of recent news signaling a shift away from cookie-based targeting, the most recent being WPP's acquisition of Crystal Semantics.
“Our focus is on creating value for publishers through the intelligent use of their first-party audience data,” stated Kevin O’Malley, co-founder of DataPoint Media. The company believes the new partnership will help its premium publisher clients use offline data more effectively.
MediaPost article: http://www.mediapost.com/publications/article/215404/datapoint-media-adds-new-targeting-data-more-bad.html
