Marketers regularly complain about transparency in digital advertising and, this week, Viant’s Adelphic announced a pricing change that it believes solves the problem for a demand-side platform (DSP). What’s new. Instead of charging a percentage of media spend as other DSPs do — typically 10 to 15 percent — Adelphic will now charge an all-you-can-eat […]
In April, Oracle bought Grapeshot, which scans web pages for ad-oriented brand safety. In April of last year, it bought ad verification and measurement service Moat. On Tuesday, Oracle Data Cloud announced Pre-Bid by Moat, which assesses inventory for viewability and invalid traffic before an ad is programmatically bid. The new solution will be made
Oracle Data Cloud combines Grapeshot and Moat acquisitions for a pre-bid ad filter Read More »
Marketers relish tracking data from publishers’ sites, which come from dozens of cookies dropped by the sites’ vendors, as well as from vendors’ partners. But few publishers have a good understanding of the many ways visitors are tracked or how page loading times are impacted by these services. To help get a handle on this
The Media Trust works with UK publishers and vendors to classify cookies Read More »
Amsterdam-based Screen6, a provider of cross-device identity graphs, is out with a new solution that it says can help solve the problem of cookie matching — but without cookies. Called idSync, it analyzes four of the twenty or so attributes conveyed by a device when it pings a server: time stamp, the operating system and
Screen6 launches idSync to replace cookie syncing Read More »
One of the most innovative consequences of digital marketing and e-commerce has been the growth of direct-to-consumer products. Building on the direct-marketed trails blazed by Ginsu knives and Time Life Books, this type of product — like Dollar Shave Club, Casper mattresses and Quip toothbrushes — is sold through websites and delivered either digitally or
Image: Third Door Media, Amazon Advertising Forecast 2019 As advertising investment on Amazon grows, there is a clear need for tools to help advertisers automate campaign management. That’s according to our inaugural Amazon Advertising Forecast 2019, released Wednesday. 44% of Amazon advertisers plan to add campaign automation tools in 2019. In an online survey conducted by
Amazon advertisers are in the market for campaign automation tools Read More »
Attribution platform Kochava is out with its first ranking of the top 20 mobile ad networks, The Traffic Index, which it intends to make available quarterly. [Free; registration required.] In order, its top 20 networks are: Pinterest CrossInstall Pinsight LifeStreet Liftoff StartApp Moloco Leadbolt Unity Ads Manage AppLike Bing Ads Pandora Vungle Chartboost ironSource Fiksu
Kochava launches its Traffic Index to spotlight top 20 mobile ad networks Read More »
Supply-side platform Smaato announced Tuesday the addition of machine learning to its Automated Traffic Curation (ATC), a step that it says can “significantly” reduce the traffic overload for Demand Side Platforms (DSPs) and result in better pricing matches for publishers. What this means. For the past year or so, the San Francisco-based firm has been
SSP Smaato adds machine learning for directing inventory to DSPs Read More »
Although YouTube has implemented its own measures to prevent brands’ ads from appearing on or near objectionable content, marketers’ battle for brand safety on that popular video platform is a long ways from being over. Now there is another tool in that struggle. Los Angeles-based social entertainment company Fullscreen is undertaking a new direction with
Fullscreen offers marketers another YouTube brand safety tool Read More »
Marketers may be able to get a better sense of the complicated, dynamic and sometimes controversial category of ad tech through research firm Gartner’s recently released, first Magic Quadrant report on the topic. A free version is available from several of the vendors mentioned in the report, including MediaMath and Adform. (Registration required.) How vendors
Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants Read More »
