The struggle over ad viewability has been compounded by the different kinds of data available. To help remove that variable about ad display, the Interactive Advertising Bureau (IAB) Tech Lab has released in limited beta an Open Measurement software development kit (SDK) that it hopes will become the standard for acquiring data about ad viewability […]
A universal SDK for viewability Read More »
Adobe’s Advertising Cloud is out this week with its first mobile app, which the company says is the only app that can manage advertising campaigns across a wide variety of channels. Advertising Cloud Vice President Keith Eadie told me via email that development on the app was started by the team at TubeMogul, the video
Adobe Ad Cloud’s first app lets marketers manage ad campaigns Read More »
In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic. Adelphic was born as a mobile-focused ad DSP, but it had added desktop, tablet and connected TV by the time of the acquisition. Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH). The inventory comes
Adelphic adds digital-out-of-home to its repertoire Read More »
Creative management platform Thunder has announced it has completed its purchase of AI-powered targeting platform Adacus — and, as a result, is adding three capabilities to improve personalization and performance. Deal terms were not made public. CEO Victor Wong told me that Thunder, which offers tools for creative ad production, had been working since last
Thunder boosts personalization and performance following Adacus acquisition Read More »
This week, the Interactive Advertising Bureau (IAB) Technology Lab released for comments a new draft of its OpenRTB framework that is designed to potentially handle entirely new forms of online buying and selling. The Lab describes version 3.0 as “a major [over]haul of the real-time bidding framework,” noting that it improves security in the ad supply chain
IAB Tech Lab’s new draft OpenRTB 3.0 is designed for the future of advertising Read More »
Apple’s new iPhone 8 is out in the wild, but the most significant impact for marketers came months earlier with the unveiling of iOS 11 at the Worldwide Developers Conference (WWDC). With iOS 11, which will be released to the masses next week, Apple announced it will accelerate its long-held policy of elbowing the cookie
iOS 11 will accelerate the need for cookie-less tracking Read More »
Let’s start with the good news. The US internet ad industry grew 21.8 percent (from $59.6 billion to $72.5 billion) last year, according to the Interactive Advertising Bureau. You also may have heard the bad news: Google and Facebook account for almost all of that growth, and when other big names like Amazon, Snapchat and
Is it worth buying digital media beyond Facebook and Google? Read More »
From the website of ad tech tool AdEspresso, acquired by social management platform Hootsuite in February Forrester is out this week with a Wave report on a class of marketing tools that it expects won’t last much longer: social ad tech. “The Forrester Wave: Social Advertising Technology, Q3 2017” (fee or client membership required) is
Social ad tech tools are still an ‘immature’ category Read More »
The basic model for affiliate links is fairly straightforward. Inside or near an article, a link allows a reader to buy a related product. An article about the best new digital cameras, for instance, might contain a link — perhaps with an image — to buy a specific Casio camera mentioned in the story. If
Narrativ marries affiliate links with real-time auctions Read More »
The industry is abuzz with discussion about the unification of ad tech data with data from other marketing technologies. For some, a potential merger means finding ways to use data from martech to power ad tech. Others see massive differences between the two types of technologies and predict synergy by way of hybrid solutions that combine
Martech and ad tech: Challenges and opportunities Read More »
