Good morning, are you ready to fight in-app ad fraud with ads-apps.txt?

Google announced that beginning August 27, Google Ad Manager and AdMob will block the serving of unauthorized in-app ad inventory in both platforms for publishers that implement app-ads.txt. 

Back in April, Google said that its DSP Digital & Video 360 would stop buying unauthorized in-app inventory this month. Centro and Tappx have also made statements on how they’ll treat publishers who don’t implement an app-ads.txt file. Publishers slow to implement  will see no changes to their ad serving, but will miss out on the security benefits.

Email marketing and API provider Twilio SendGrid announced the launch of SendGrid Ads. The new solution allows marketers to extend their email campaigns to a broader set of channels. Users will be able to create highly-targeted display and social ads and target individuals through email automation based on their interactions on other channels. 

SendGrid Ads also allows marketers to capture new contact information by creating lead-ad campaigns on social channels that feed directly into an email automation list and create lookalike audiences for extended reach. 

We have much more below for you, including your Pro Tip on spicing things up in your email campaigns. Have a great day. 

Jennifer Cannon
Senior Editor

Pro Tip

Mixing up small details in email campaigns can lead to surprising results

“Play around with global elements like the color and size of the text on your call-to-action elements. Or switch up your layouts on a consistent basis to keep the subscriber engaged,” explains Kyle Henderick of Yes Marketing. “Maybe test removing your header or footer for certain emails to focus in on your message. Constantly fine-tune small factors to see what works for your customers. You could be surprised – factors you’d never consider to drive revenue could impact the conversion rates to take your emails to a whole new level.”

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MarTech Minute

Edelman and Cision establish exclusive partnership to connect with earned audiences

Edelman and Cision announce agency partnership. The exclusive partnership is expected to enhance Edelman’s earned channel planning and advances its advocacy and sales growth attribution services. Edelman is also introducing the integration of earned audiences with performance and account-based marketing. “Our partnership with Cision is designed to accelerate the adoption of technology and techniques that prove the multiplier effect of earned attention,” said Russell Dubner, U.S. president and CEO of Edelman. “Now we can apply real-life behavior – not hypothesis and correlation – to hone strategy and stay connected to earned audiences. The blend of earned-instinct and marketing precision is a powerful combination.”

Hewlett Packard Enterprise acquires MapR business assets. The assets included are expected to bring improvements to HPE’s intelligent data platform capabilities. MapR’s file system tech will enable HPE to offer a complete portfolio of products to drive artificial intelligence and analytics applications. “At HPE, we are working to simplify our customers’ and partners’ adoption of artificial intelligence and machine learning,” said Phil Davis, president, Hybrid IT, Hewlett Packard Enterprise, “MapR’s enterprise-grade file system and cloud-native storage services complement HPE’s BlueData container platform strategy and will allow us to provide a unique value proposition for customers. We are pleased to welcome MapR’s world-class team to the HPE family.”

Vonage to acquire AI technologies. The cloud communications provider will acquire assets from, a Tel-Aviv-based communications firm. Vonage will incorporate the technology, including its proprietary speech to text and Natural Language Understanding (NLU) algorithms, adding to the company’s capabilities for flagship applications including the Vonage Business Cloud (VBC)  “As a communications market leader, we believe we are best positioned and set on a mission to lead the revolution from Voice over IP to Voice over AI. With the talent and technology on board, we intend to make every conversation smarter,” said Omar Javaid, president of Vonage’s API Platform Group. 

What we're reading

We've curated our picks from across the web so you can retire your feed reader

How the Voice Technology Industry Is Transforming – CMS Wire

Social Networks Should Design Their Platforms With More Gratitude In Mind – Gizmodo

Snap to raise $1 billion to invest in AR, possible acquisitions – Reuters

Slack makes some key security enhancements – TechCrunch

User Research and Design for Voice Applications – UX Matters

Is conversational commerce just hype? – Get Elastic

Pursuing Personalization That Drives Real Incrementality – Multichannel Merchant