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
Adalytics Research asks, ‘Are YouTube advertisers inadvertently harvesting data from millions of children?’
Publishers’ Q2 earnings reveal digital advertising is still in a tight spot, but digital subscriptions are picking up steam.
Experts reflect how the failures of social media and online advertising can help the industry improve the next era of innovation.
Ad position: web_bfu