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Vistar Media Launches Open Exchange for Omnichannel DSPs

Vistar Media, the leading global provider of software for digital out-of-home (DOOH), is partnering with the world’s largest omnichannel DSPs to launch the first real-time bidding open exchange for out-of-home advertising (OOH). This signals a watershed moment for DOOH, bringing the channel to parity with other programmatically accessible digital advertising mediums such as desktop, mobile and connected TV. Previously, omnichannel DSPs could only access DOOH inventory via private marketplace deals (PMPs). With support for…

How Sellers.json and OpenRTB Supply Chain Object Reinforces DSPs/Buy Side Confidence in Programmatic Advertising

What is Sellers.json and OpenRTB Supply Chain Object? IAB Tech Lab has come up with a new initiative to combat ad fraud in the digital supply chain. This new initiative comes as a package of two tools - Sellers.json and OpenRTB Supply Chain Object. The ads.txt initiative, which has seen rapid adoption in the last one year has helped to identify all direct sellers, a publisher has authorized to sell its inventory, however, it lacks transparency when multiple sellers – SSPs/Exchanges/Resellers are involved in selling the same…

Rubicon Project Now Offers Programmatic Guaranteed Buying Marketplace to Third-Party DSPs

Google’s DoubleClick Bid Manager Integrates with Rubicon Project for Programmatic Guaranteed Buying Rubicon Project, the Global Exchange for Advertising, has announced that it has opened up its exchange to DSPs for programmatic buying in guaranteed private marketplaces. Google’s DoubleClick Bid Manager is the first DSP to integrate with Rubicon Project’s exchange for programmatic guaranteed buying. Rubicon Project is the only third-party exchange to currently offering programmatic guaranteed buying for all deal types…

The Fight Against Fraud: Why DSPs Should Build Their Own Fraud-Detection Tools

Our industry is plagued with fraud. Global industry bodies are now involved, with the IAB releasing Ads.txt guidelines and Trustworthy Accountability Group (TAG) developing focused programs. Many platforms rely on specialized third parties like Integral Ad Science (IAS), Forensiq, and others to keep the ecosystem safe. However, working predominantly with external partners carries risks and reduces control. One classic outsourcing rule states that business-critical processes shouldn’t be outsourced unless they’re a commodity.…

BIG Outdoor Launches Programmatic with Vistar Media

BIG Outdoor - a provider of premium, high-impact digital billboards - announced the launch of programmatic capabilities powered by Vistar Media. BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. “Our mission is to stay at the forefront of improving the value proposition of digital billboard advertising,” said Richard Maund, National Sales & Marketing Director at BIG Outdoor. “We want to provide…

How COVID-19 Has Coronated Digital the King of Healthcare Marketing

In many ways, the coronavirus pandemic has been different for each of us, but we’ve also shared many of the same experiences. I can confidently say that you, the reader, have most likely driven tens of miles to find basic commodities, celebrated holidays with extended family on Zoom, and binge-watched episodes of Tiger King. However, one place we know with certainty that you avoided at all costs was your doctor’s office. In a recent McKinsey report, 80% of physicians surveyed saw a drop in patient volumes, with 62%…

GroupM Premium Supply Expands Offering with Video in the U.S.

Currently live in 10+ global markets, this is the first fully auditable programmatic premium supply marketplace SpotX tapped as preferred programmatic video exchange partner GroupM, WPP's media investment group, announced that it has expanded its global Premium Supply offering with video in the U.S. Currently live in more than 10 global markets, GroupM Premium Supply (GPS) was launched in 2017 as the first fully auditable programmatic premium supply marketplace allowing end to end visibility on all buys. In expanding…

Penske Media and MRC Form Data Joint Venture

Company Brings Together MRC Data, Alpha Data and Variety Business Intelligence Leading independent media and entertainment companies MRC and Penske Media Corporation (PMC) announced today a new joint venture to bring together their respective data businesses. The newly formed company combines MRC Data (formerly Nielsen Music), Alpha Data and Variety Business Intelligence, with MRC and PMC sharing equal ownership and control. The announcement, effective today with a transition period through early-2021, was made by MRC…

Sensory Unveils VoiceHub Portal for Fast, Free, Flexible Wake Word and Voice UI Model Development

VoiceHub’s intuitive interface allows users to quickly build vocabularies in dozens of languages with no coding experience required Sensory, a Silicon Valley company pioneering AI at the edge and the de facto standard for enabling a voice UI on apps and devices, unveils VoiceHub, a convenient online portal that enables developers to quickly create wake word models and voice control command sets for prototyping and proof-of-concept purposes. Designed with flexibility in mind, VoiceHub allows users to easily select languages…

MediaMath Continues to Deliver on SOURCE Promise with New SOURCE Ecosystem Scorecard, Offering Unmatched Transparency into Digital Supply…

Scorecard empowers advertisers to make better-informed decisions about their supply path MediaMath, acclaimed independent advertising technology company for brands and agencies, continues to deliver upon the SOURCE vision to co-create an accountable, aligned, addressable ecosystem with its industry partners. The company today announced the launch of the SOURCE Ecosystem Scorecard, which provides a roadmap to drive the industry toward continued efficiency and effectiveness. Marketing Technology News: Atlassian Launches…

Dailymotion Launches Up to 100% Viewability Guaranteed Marketplace

Vivendi-owned video platform Dailymotion launched a premium video ad inventory marketplace with up to 100% viewability guaranteed in collaboration with Moat by Oracle Data Cloud, a leader in real-time attention analytics. The Dailymotion Viewability Guaranteed Marketplace Powered by Moat marks the first time Dailymotion’s global network of over 7,000 premium publishers are able to offer a guarantee based on Moat-certified viewability metrics. As a recent IAB report highlighted viewability as advertisers’ most important…

Teads Launches Teads Conversions

Teads, The Global Media Platform, unveiled a suite of updates including the expansion of its robust performance offering along with new social products and measurement solutions. The announcements were made during the inaugural ‘Teads Partner Day’, a global virtual event that brought together more than 1,000 brand marketers, agency partners, and trade journalists. A Lower-Funnel Solution Among the main innovations the company announced is ‘Teads Conversions’, a new performance programmatic solution geared towards helping…

Adsquare and Nielsen Strengthen Out-of-Home Media Buying

Nielsen announces an integration with Adsquare​, enabling European marketers to intelligently target audiences for out-of-home media buying. Nielsen Marketing Cloud’s data currently supplies the online programmatic ecosystem with premium owned and operated audience data and insight into consumer behaviour, preference, purchasing decisions and habits. These data sets are already available for activation across a number of different online and offline marketing channels including display, video, native, audio, connected TV…

Programmatic OOH Platform VIOOH Enters US Market as Report Confirms Critical Role in the Future of Digital Ad Strategy

Programmatic out of home (OOH) is set to form a crucial part of US digital advertising strategy going forwards, according to the annual State of the Nation report from VIOOH, the programmatic OOH trading platform, which is released. The report found that US respondents forecast including programmatic OOH in 51% of all digital campaigns in 2021, up from 47% in 2019. VIOOH’s report, which surveyed 600 executives from media agencies and advertisers across the US, UK and Germany during August 2020, proved that the flexibility…

Adsquare and TPS Engage Partner to Offer Advertisers More Accountability and Scalability on Running Data-Driven Digital Out of Home…

The challenge of Out of Home has always been to use data effectively when planning their campaigns. With the rapid adoption of Digital Out of Home, technology companies have also developed tools to allow advertisers to treat their OOH campaigns more like performance-driven initiatives rather than long-term branding ones.  Adsquare is solving the challenges of OOH advertising by aggregating spatial data, mobile audience data and movement data and allowing marketers to easily combine these data types for improved campaign…

TAPTAP Digital Teams With Broadsign To Extend Programmatic Omnichannel Offering To DOOH

TAPTAP Digital and Broadsign rolled out a new ad tech integration that opens up Broadsign Reach’s global network of programmatic digital-out-of-home (DOOH) inventory and dynamic creative capabilities to media buyers using the Sonata suite of omnichannel advertising solutions. The move combines the Broadsign Reach Supply Side Platform (SSP) with TAPTAP’s Sonata Demand-Side-Platform (DSP) and Data Management Platform (DMP), delivering a full suite of solutions that connects DOOH to other digital channels and uses data to…

TechBytes with Travis Clinger, SVP Addressability & Ecosystem at LiveRamp

Hi Travis, welcome back to MarTech Series. Tell us about your COVID-19 business continuity plans at LiveRamp. The recessionary environment brought on by the pandemic has forced marketers and publishers to do more with less, thus acting as a catalyst for accountability. As every marketing activity is further scrutinized, our customers are turning to LiveRamp to ensure every dollar spent is addressable and measurable. Further, they have entrusted us, and our technology, to help ensure their messages are reaching the right…

Navigating a Sea of Martech? 4 Tips For Charting Your Course in 2020

Facebook and Google have dominated the advertising ecosystem for many reasons in recent years, one of which has been beneficial to marketers: they make it extremely easy to run campaigns. From ad buying to targeting and campaign measurement, they give marketers everything they need all in one place. But this simplicity comes at a price. Facebook and Google only account for 34% of time spent online, meaning campaigns on these platforms only reach a fraction of your audience. What makes this realization hard to grapple with…

Place Exchange Introduces “PX Clear” to Ensure Quality Around Digital Out of Home Media

Rigorous and comprehensive PX Clear certification program ensures trusted, transparent, high-quality DOOH media for programmatic marketers Place Exchange, the out-of-home (OOH) supply platform that enables marketers to unify execution, optimization, reporting, and attribution for OOH with other programmatic channels within their omnichannel DSPs, has launched the PX Clear certification program to ensure quality, consistency, transparency, and compliance across its digital out-of-home (DOOH) ecosystem. The increasing…

SpotX Unveils Programmatic Solutions To Scale Linear Addressable TV

AMC and The Trade Desk among major industry players leveraging the technology SpotX, the leading global video advertising platform, today announced new programmatic solutions that will allow TV programmers to unlock the full value of linear addressable television for the first time. The solutions are in part built in support of the Project OAR open standard, which creates new addressable opportunities by replacing linear spots at the glass (smart TV) level. SpotX is also powering programmatic executions within traditional…