A-From MTT

IAB’s in-app ad viewability and measurement SDK hits 2 billion devices

A-From MTT, Channel: Display Advertising, Channel: Martech: Advertising, Display Advertising, Marketing Tools, Programmatic Advertising & Media Buying /

Out just over a year, the Interactive Advertising Bureau Tech Lab’s third-party in-app ad viewability and measurement tool is gaining significant steam. IAB will announce Wednesday that its Open Measurement software development kit (SDK) has achieved adoption by 17 companies across the U.S., Europe and Asia, and it’s enabled on 2 billion devices across the […]

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LivePerson’s Maven bot platform puts conversational AI in customer agents’ hands

A-From MTT, Channel: Martech: Marketing /

A screenshot from LivePerson’s Maven bot platform. Conversational commerce provider LivePerson is out with a new platform that counts on customer service agents working with AI to create and orchestrate chatbots. “We now know,” founder and CEO Robert LoCascio said, “that people in contact centers, who converse with consumers everyday, are the best conversational designers

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Two DSPs add out-of-home programmatic inventory, as the real world becomes another channel

A-From MTT, Channel: Martech: Advertising /

An out-of-home ad for XITE. part of a multichannel programmatic campaign. Two recent integrations of digital-out-of-home (DOOH) advertising show not only that such ads are rapidly becoming a full-fledged member of the digital ad ecosystem, but that they are creating new kinds of DOOH-enhanced, cross-channel marketing. Adelphic, a demand-side platform (DSP) acquired last year by

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Marketo announces new entry-level certification for marketers

A-From MTT, Adobe, Channel: Martech: Marketing /

Marketo’s logo Marketing automation platform Marketo, now owned by Adobe, is out with a new credential: Marketo Certified Associate. What it is. The entry-level certification is intended to show that the recipient has a basic understanding of marketing automation, general marketing concepts and basic email automation on the platform, thus providing evidence of Marketo skills

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Firefly adds mobile device-like targeting to ads on car rooftops

A-From MTT, Channel: Martech: Advertising /

A San Francisco-based startup is launching a new platform on Thursday that marries the contextual targeting of mobile to digital-out-of-home (DOOH) signs. ‘Situationally aware’ outdoor mobile signs. Firefly has installed digital signs atop hundreds of taxis and other rent-on-demand vehicles like Lyft or Uber during its months-long beta phase in Los Angeles and San Francisco. The

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Bombora now shows clients online content interests that led to a purchase

A-From MTT, Channel: Martech: Analytics & Data, Marketing Tools, Marketing Tools: Analytics /

Bombora provides B2B marketers with data about which companies are ready to buy their products. They develop those insights by tracking the content interests of personnel at the target companies, such as when they download a white paper on servers and then visit a web page about servers. On Monday, the New York City-based firm

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Adobe adds new features to its data management platform

A-From MTT, Adobe, Channel: Martech: Analytics & Data /

Adobe is fine-tuning its data management platform (DMP) Audience Manager on Monday with two new features. Trait Exclusion. One is the ability to subtract a common trait when creating a lookalike user model. Lookalike models are often developed from the attributes of a group of users a brand wants to find more of. A model

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Claritas buys Barometric, marrying user segmentation with attribution

A-From MTT, Channel: Martech: Advertising /

Data segmentation provider Claritas announced on Thursday that it has purchased tracking and measurement firm Barometric. Targeting and verification. Barometric’s identity graph technology was originally developed as an internal tool for its original parent company, ad network AdTheorent, from which it spun off in April of this year. It claims to be the only “solution

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Forrester decides to buy SiriusDecisions

A-From MTT, Channel: Martech: Marketing, Internet Marketing Industry, Internet Marketing Industry: Acquisitions /

One version of the Sirius Demand Waterfall Research firm Forrester announced today that it will buy B2B research and advisory firm SiriusDecisions. The deal, which is expected to close in January, will cost the Cambridge, Massachusetts-based Forrester $245 million in cash. ‘Demand Waterfall.’ Forrester’s reports on various business, technology and marketing topics are designed for

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