MarTech Today: IAB Tech Lab’s first software, hiring a marketing technologist & unbundling the ad server

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web.

From MarTech Today:

• IAB Tech Lab issues first software: A universal SDK for viewability
  Oct 12, 2017 by Barry Levine
  The Open Measurement SDK, and a later API for websites, seeks to create one industry-wide data stream for viewability stats.
• How do you hire a marketing technologist?
  Oct 12, 2017 by Ginny Marvin
  Employers and candidates may not even be speaking the same language in this emerging sector. So how do you stand out and connect with top talent in a competitive market?
• Adobe Ad Cloud’s first app lets marketers manage ad campaigns
  Oct 12, 2017 by Barry Levine
  The company said this is the first ad app that enables campaign management across a range of channels.
• Barometric launches a free tool to spot fraudulent web traffic
  Oct 12, 2017 by Barry Levine
  Called Clean Score, it’s the first entry into traffic fraud monitoring by this division of mobile ad network AdTheorent.
• Unbundling the ad server
  Oct 12, 2017 by Victor Wong
  The great ad server as we knew it is no more. Contributor Victor Wong takes a look at the evolution of the ad server and what we should expect to see in the future.

From Marketing Land:

• YouTube location extensions & in-store visits measurement come out of beta
  Oct 12, 2017 by Ginny Marvin
  The new features are now generally available for TrueView in-stream and bumper ads.
• Live from Facebook-owned Oculus’s annual VR conference: Day 2
  Oct 12, 2017 by Tim Peterson
  Oculus CTO and gaming legend John Carmack takes the stage for today’s keynote.

From Around The Web:

• Microsoft and AWS could be the strangest cloud bedfellows yet, TechCrunch
• Waymo demanded $1 billion in settlement talks with Uber, Venture Beat
• Box’s dalliance with AI foretells a broader shift in content management, TechCrunch
• Shutterstock Announces Beta Launch of Advanced Composition Aware Search Using Deep Learning Technology, PR Newswire
• VR still isn’t mainstream, but Oculus thinks its new $200 headset could fix that, Recode

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.