Online, Offline Data Ad Platforms Emerge

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By: Laurie Sullivan | MediaPost

Charging into the next phase of online advertising, a bevy of companies will begin to roll out platforms and services that integrate offline data with online to improve ad targeting across the Internet.

Companies like The Weather Channel began offering data related to weather to improve product selection and ad targeting. Kenshoo, Proclivity Media, and others will soon integrate offline check-in and sales data with online search and other activities.

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