Good morning, happy Friday!

Advertisers and marketers often need to make adjustments to their campaigns on the fly, but many lack the real-time visibility into ad performance that they need to make informed decisions. Ad measurement platform DoubleVerify has launched a new predictive ad solution for reporting expected ad performance based on real-time exposure and engagement data. Authentic Performance analyzes over 50 data points to quickly provide impression-level insights to help inform the user, who can then implement changes as needed.

Marketing platform provider HubSpot has added several key features to its Marketing Hub Enterprise to provide a more user-friendly experience for enterprise users. The new features include revenue attribution reporting, intelligent A/B testing, partitioning and account-based marketing tools, among marketing tasks that require a heavy lift from marketers. Revenue attribution has plagued marketers for years, especially as new digital channels have come into play. HubSpot’s interface and design are configured to help marketers identify what touchpoints and channels drive the most value from their efforts.

LiveRamp, which paid around $140 million for two companies – Arbor and Circulate — in 2016 reportedly dropped the location-data component of Arbor last quarter. In an anonymous statement, location intelligence provider Cuebiq said “We closed a strategic partnership with LiveRamp focused on the development of offline measurement capabilities. As part of the partnership, demand-side clients that were part of Arbor’s location business became Cuebiq clients for products and services of ours. Additionally, we terminated the apps partnerships on the supply side as we already have our own apps relationships entirely based on our first-party GDPR and CCPA compliant SDK.” 

Reading between the lines, it seems that  LiveRamp will put an end to sourcing location data directly and will rely on trusted partners such as Cuebiq going forward — as the data supply chain comes under increasing scrutiny. Location data is incredibly valuable for multiple reasons. But the requirements of ethical sourcing, accuracy and quality may limit the number of sources that marketers and brands can turn to beyond first-party data.

There’s more to read below including a Soapbox on how streaming has changed addressable TV.

Jennifer Cannon
Senior Editor 


The next battle in streaming wars: Addressable TV

TV advertising used to be for big budgets and broad audiences – all you could choose was which show to appear during and hope you reached the right viewers as a result. But now advertisers have the ability to access highly relevant, specific audiences with addressable TV in the same way they’ve been able to do with digital for years.

Stop thinking of TV as just a place for your big-budget spot, or that it’s out of your budget altogether. Marketers have an opportunity to be early adopters of addressable TV and take advantage of its enormous reach and penetration across all age groups, while still maintaining relevance and impact.

– Laura Collins is head of paid social at Merkle|Periscopix


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MarTech Minute

Pepperjam partners with Measured, Xandr’s Pause Ads and Sisense’s latest round of funding

Pepperjam adds attribution capabilities with Measured integration. The affiliate marketing technology provider Pepperjam has added the attribution platform Measured as its newest integrated technology partner. The partnership allows Pepperjam customers to push their affiliate marketing data directly into their reporting dashboards, making it possible to view their digital results side-by-side and giving them more insight when deciding how to allocate their affiliate ad spend. “Measured’s incrementality measurement is made turnkey with Pepperjam and will bring confidence to marketers regarding their affiliate investment,” said Measured CEO Trevor Testwuide. 

AT&T ad company Xandr launches new ad units. Xandr, AT&T’s advertising company, has launched Pause Ads, a dynamic ad unit that aims to deliver a better user experience across traditional and connected TV channels. The ads are designed to complement the viewing experience by leveraging the native functionality of the pause button — the ads only are shown when a viewer takes a break from the content they’re watching. “When we conducted research for Xandr’s Relevance Report, we found that 73% of consumers surveyed dislike ads that interrupt what they’re doing; therefore, Pause Ads are very much about the right message at the right time,” said Xandr SVP Matt Van Houten. The ads are currently only available to a limited list of beta users and are enabled within live, video on-demand and DVR programming on cable, broadcast and premium networks for both digital and satellite. 

Sisense wins more than $100 million. The data analytics platform Sisense announced it has raised more than $100 million in its latest round of funding, bringing the company’s valuation to more than $1 billion. The funding was led by Insight Venture Partners with help from Access Industries, Bessemer Venture Partners, Battery Ventures, DFJ Growth and others. “Given our investments in market-leading companies across diverse industries, we realize the value in analytics and machine learning and we could not be more excited about Sisense’s trajectory and traction in the market,” said Access Industries lead Daniel Shinar. The company says the funding will go towards bolstering its sales, marketing and development efforts. 


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What we're reading

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

3 Areas Where Content Intelligence Can Make the Highest Impact – CMS Wire

LUMA: Ad Tech M&A Was Up Across The Board In 2019 – AdExchanger

How To Conduct User Research To Supercharge Your Optimization Efforts – VWO Blog

Essential Tasks for a New Ecommerce Marketing Manager – Practical Ecommerce

Quibi introduces tech for combining horizontal and vertical viewing – Mobile Marketer

Leveraging Consumer Data in the Privacy Era – Street Fight

How Big Tech is helping transform cars into smartphones – Reuters