Martech: Advertising
Want to keep up with the latest in martech as it relates to advertising, including display and programmatic advertising? MarTech Today’s latest coverage of this area is below.
New to the world of ad tech? Start with these resources:
- What is an ad network?
- What is an ad exchange?
- What is programmatic ad buying?
- What is header bidding?
- What is a demand-side platform (DSP)?
- What is a supply-side platform (SSP)?
- What is a data management platform (DMP)?
- What are creative management platforms (CMPs) and dynamic creative optimization (DCO)?
IAS, DoubleVerify release YouTube brand safety solutions
The third-party solutions aim to give advertisers greater assurances that their video ads appear against brand suitable content....
How to compete in an omni-channel world
Life isn’t fair for consumer brands. Your customer experience (CX) — from your web, mobile, brick and morta, email, SMS, and social...
IAB’s in-app ad viewability and measurement SDK hits 2 billion devices
The OM SDK has achieved adoption by 17...
Two DSPs add out-of-home programmatic inventory, as the real world becomes another channel
Announcements this week by Adelphic and MobPro highlight new forms of retargeting, attribution, real-world based audience targeting and...
Firefly adds mobile device-like targeting to ads on car rooftops
The San Francisco-based startup is delivering ads designed for drivers’ specific paths, with a granularity down to a city block....
Google now allows its Chrome browser to remove all ads from ‘abusive’ sites
Announced last month, the capabilities of the now-released Version 71 could become a model for enforcing online ad...
Feds take down international hacker ring that cost advertisers millions
What you should know about the dismantling of the 3ve and Methbot...
IAB Tech Lab issues revised ads.txt for apps
The spec for app-ads.txt brings ad inventory verification to...
Claritas buys Barometric, marrying user segmentation with attribution
Together, the companies say they will be able to offer targeting and optimization for...
WPP merges agencies to form ‘data-driven’ Wunderman Thompson
The new agency aims to offer "inspiration that is rooted in data-driven...
Zappi partners with Survata to offer brands in-campaign brand lift measurement
Zappi's Ad Pulse measures and reports on the brand impact of metrics such as familiarity, awareness, consideration and...
Blockthrough acquires PageFair, merging two leading anti-adblocking platforms
PageFair’s Adblocking Report will continue, and, for the time being, the companies will maintain their separate brands and...
Nat Geo and Verizon’s Oath programmatically place ads in VR for ‘Mars’ series
The ads -- a static image and a video trailer -- display inside VR environments, the first commercial use for a capability Oath announced last...
AdTheorent offers polling ad to target ad campaign based on results
After building a model based on attributes of those who answer polls in specific ways, AdTheorent's machine learning then directs ads at larger...
TAG-certified ad channels shown to reduce invalid traffic by more than 80 percent, again
The second annual report on the efforts by this anti-fraud industry group finds that agencies, ad platforms and publishers following its...
Viant’s Adelphic acts to solve ad pricing transparency by offering ‘all-you-can-eat’ monthly subscription
The DSP says it is the first to offer a software-as-a-service fee, as well as direct payments by the advertiser to vendors like data management...
IAB Tech Lab releases final version of VAST 4.1 that incorporates ‘unprecedented’ level of feedback
Marketers can provide a single video ad type that will work with many kinds of...
The Media Trust works with UK publishers and vendors to classify cookies
The effort is the latest to get a handle on the countless cookies that a typical publisher’s site deposits onto visitors’...
Oracle Data Cloud combines Grapeshot and Moat acquisitions for a pre-bid ad filter
Called Pre-Bid by Moat, it scans for brand safety, viewability and invalid traffic before a web ad is bid on programmatic...
Screen6 launches idSync to replace cookie syncing
The Dutch company says its solution can work across a variety of devices, including Over-the-Top (OTT) TV and cookie-challenged mobile...