Ad technology company Vurve has rebranded as Lexity and announced the launch of an intent-driven platform for e-commerce advertisers.
The ad tech industry has focused on building elaborate systems of targeting and insight-gathering without recognizing that brands don’t really care about the gee-whiz elements, according to Lexity CEO Amit Kumar.
“We were as guilty as anyone of being tech-centric,” said Kumar. “Customers asked what does that really mean for my brand when we would talk about all of these complex elements of ad tech. They wanted to know what kind of effectiveness exists for one tool over the other.”
More in Media
Publishers revamp their newsletter offerings to engage audiences amid threat of AI and declining referral traffic
Publishers like Axios, Eater, the Guardian, theSkimm and Snopes are either growing or revamping their newsletter offerings to engage audiences as a wave of generative AI advancements increases the need for original content and referral traffic declines push publishers to find alternative ways to reach readers.
The Guardian US is starting its pursuit of political ad dollars
The Guardian US is entering the race for political ad dollars.
How much is Possible’s future in Michael Kassan’s hands?
Some people in the know at Possible said they see the conference taking a bite out of Cannes’ attendance, most acutely by U.S.-based marketers who could save money by staying on this side of the Atlantic.