FatTail Launches Premium Supply Platform to Connect Publishers and Programmatic Buyers to the $275 Billion “Direct Advertising Market”

New Marketplace Offers Programmatic Access to Exclusive, Guaranteed Inventory from Leading Publishers and Media Companies FatTail, an enterprise technology company powering premium advertising supply for the world’s leading publishers, today announced the launch of AdBook Premium Supply Platform (AdBookPSP), an innovative offering designed to power a new independent marketplace for deal-based programmatic transactions. The addition of AdBookPSP to FatTail’s portfolio makes AdBook+ the only unified direct and programmatic…

DoubleVerify Announces Authentic Brand Safety Targeting for Programmatic Buyers – Securing Brand Protection and Driving Campaign…

DoubleVerify, the leading independent provider of digital media measurement software and analytics, announced the launch of its Authentic Brand Safety targeting solution for programmatic advertisers. With Authentic Brand Safety targeting advertisers can now deploy a single set of brand safety controls across multiple programmatic buying platforms. By applying unified brand safety parameters throughout the media transaction (pre- and post-bid), advertisers gain secure brand protection and substantial gains in both…

FreeWheel Announces Programmatic OTT Offering for Local TV Buyers

End-To-End Automated Buying Within the Strata Platform Removes Common Barriers to Buying Premium OTT Video FreeWheel, A Comcast Company, announced that its FreeWheel Advertisers division has launched new OTT buying capabilities for agencies and advertisers. FreeWheel Advertisers’ network of 1,200-plus agencies using the Strata platform can now programmatically access the full OTT marketplace through exchanges and direct premium publisher integrations. “Our clients are very interested in tapping into new opportunities to…

Triton Digital Integrates dataxu’s TouchPoint DSP with the a2x Programmatic Marketplace to Provide Buyers with Access to Top-Tier Digital…

Triton Digital, the global technology and services leader to the digital audio and podcast industry, announced the integration of its programmatic audio advertising marketplace, a2x, with the TouchPoint DSP by dataxu, a leading software provider for marketing professionals. The integration provides dataxu’s customers with the ability to add online audio from premiere broadcasters, podcasters, and streaming music services around the world to their programmatic, omnichannel buys through private marketplace (PMP) deals. “We…

IPONWEB’s Optimal Price Discovery Service to Help Media Buyers Combat Programmatic’s Shift to First Price Auctions

Bid Shading Solution Helps Programmatic Buyers Reduce Media Costs by 15% to 30% Google’s Shift to First Price Auctions Creates More Transparency for Media Buyers and Sellers - but Financial Risk for Advertisers or Tech Platforms That Aren’t yet Prepared to Bid in a First-Price Environment IPONWEB is promoting its Optimal Price Discovery service to help programmatic buyers bid effectively in the first-price world. Buy side partners currently using the tool are seeing a 15% to 30% reduction in media costs. What is bid…

New Independent Research Study Uncovers Why Buyers Are Embracing Programmatic In-App Advertising

Buyers Cite Targeting Capabilities and Inventory Quality as the Top Criteria for Choosing Programmatic In-App Publisher Partners PubMatic, the publisher-focused sell-side platform (SSP) for an open digital media future, released a commissioned study conducted by Forrester Consulting on behalf of PubMatic, which found that buyers are allocating nearly a quarter of digital advertising budgets to mobile apps to capitalize on increased targeting and customer engagement, despite concerns about in-app fraud and measurability. The…

Zefr Rolls out New Suite of Content Filters for Programmatic Video Buyers and Expands Leadership Team to Support Growth in Brand Business

Rob Cukierman, Previous Head of Global Sales Strategy and Strategic Partnerships for Vevo and Daniel Oakins, Former Global Director at Grapeshot, Fill Key Roles as the Content Targeting Technology Leader Gives Programmatic Buyers the Ability to Directly Control Their Content Alignment and Generate Even Better Results with Their YouTube Ad Buys Zefr, a technology company that provides precise content targeting solutions for brands advertising on YouTube, announced the rollout of a new and robust suite of content filters…

IAB Launches Programmatic Training Program for Marketers, Media Buyers & Ad Sales Professionals

‘Programmatic 360: Automation Decoded’ Taps Into Industry Experts for the Skills and Tools Needed to Master the Programmatic Landscape The Interactive Advertising Bureau (IAB) today officially launched a training program geared for digital media buyers and sellers—“Programmatic 360: Automation Decoded”—an intensive educational course developed by industry authorities from companies such as LiveRamp, CBS Interactive, and Pandora. The course will provide detailed insights into the processes, tools, and strategic…

Darren Walsh Joins InMobi as Head of Programmatic Demand for Europe

InMobi, the world's leading independent marketing cloud, announced Darren Walsh has joined the company as Head of Programmatic Demand, InMobi Exchange, Europe. Based in London, Darren is tasked with scaling up InMobi’s relationships with the major UK agency groups, both in their home market and across the continent. His role also includes the management of existing client-direct, managed and DSP relationships. He reports to Andrew Powell, VP & MD, EMEA. Marketing Technology News: Strata Introduces Identity…

Triton Digital Integrates PayTunes with its Programmatic Marketplace to Increase Access to Digital Audio and Podcast Inventory

Triton Digital®, the global technology and services leader to the digital audio and podcast industry, today announced a partnership with PayTunes, India’s only Audio Ad Aggregation Platform to integrate the PayTunes DSP with Triton’s award-winning programmatic audio marketplace. Marketing Technology News: MarTech Interview with Steve Daheb, Chief Marketing Officer at ON24 @TritonDigital integrates with @PayTunes to provide the buyers and agencies that use the PayTunes DSP with access to top-tier digital audio &…

MarTech Interview with Julie Réali, Director of Programmatic Partnerships at Dailymotion

There has been an increased demand for programmatic ad and tech marketing solutions over the years, Julie Réali, Director of Programmatic Partnerships at Dailymotion shares her top observations in this MarTech Series QnA: ______ Welcome to this martech chat Julie, tell us more about Dailymotion and its growth journey over the last few years and especially newest innovations! Dailymotion has built its own ad tech stack and since then has been recording significant growth over the last few years, which is exciting. Our…

JCDecaux Launches its DOOH Programmatic Offering in France with VIOOH

JCDecaux SA, the number one outdoor advertising company worldwide, announced the launch of its programmatic offering in France. From July, JCDecaux’s digital inventory in cities and airports will gradually be made available for programmatic buying through VIOOH, a global digital out of home marketplace. VIOOH’s platform connects advertising buyers and sellers in a premium marketplace, making JCDecaux France’s digital out of home (DOOH) inventory easily accessible. Through this initiative, the outdoor advertising sector is…

OAAA Releases Digital Video Out Of Home Buyers’ Guide

Provides Play-by-Play Guidance for Advertisers on Planning and Buying VOOH The Out of Home Advertising Association of America (OAAA), today released its first "OAAA Digital Video Out of Home (VOOH) Buyers' Guide" to help advertisers navigate the VOOH landscape and take advantage of the medium's benefits. With the country emerging out of the pandemic – alongside the fact that top digital video networks surpass cable and broadcast against critical audience demographics – VOOH has the potential to be a "must" for…

AdTech Industry Unites In Support Of buyers.json

AdTech Industry Seeks to Foster Complete Buyer-Seller Transparency Against Malvertising and Threat Actors This past March, 20 of the largest publishing platforms and ad exchanges met to discuss the future of digital advertising and how the proliferation of malvertising in the form of scams, coordinated phishing attacks and aggressive redirects has caused incalculable damage to the adtech industry. The main subject of the call was buyers.json, an industry initiative to develop rules for buy-side transparency in the digital…

VIZIO Offers Media Buyers Fresh Look At TV Ad Innovations In Its First IAB NewFronts Presentation

The Future of Streaming Advertising On Display, VIZIO to Showcase Unique Opportunities for Brands to Reach Exclusive Audiences Using Data-Informed Products, TV Ad Inventory Across Hundreds of Free Linear Channels and Engagement Opportunities In Search/Discovery Featuring Details on a New Cross-Platform Advertising Deal with Verizon Media, A Sneak Peek at New Content Initiatives, Conversations with Agency Leaders, Insights from Magid, and Updates on VIZIO Addressable VIZIO, the award-winning smart TV, sound bar and home…

As the Cookie Crumbles, Publishers Bet On the Rise of “Premium Programmatic”

Sweeping Changes Fuel Optimism About Programmatic Guaranteed and Other Alternatives to the Open Auction FatTail, an enterprise advertising technology company built to power the premium market for publishers, today unveiled new data about the growth potential of “premium programmatic” deals and inventory. Conducted in conjunction with Beeler.Tech, which focuses on connecting people, creating conversations, and bringing efficiency to digital media and ad tech, and CoLab Media Consulting, a specialist media consulting and…

Digital Ads for 2020 U.S. Elections Focused on Programmatic, CTV and Last-Minute Impressions

Centro , a global provider of advertising technology, announced 2020 U.S. Elections research showing how political campaigns increased investments in CTV advertising, which represented 19% of their programmatic budgets. This was a 280% increase in CTV’s programmatic advertising share from the 2018 U.S. midterm election cycle. The data was compiled from more than 400 advertisers for state, local and national races managing digital ad buying via Centro’s platform, Basis. These political and advocacy advertisers encompassed…

Samba TV Announces Partnership With PubMatic to Deliver TV Audience Targeting Capability in Omniscreen Programmatic Advertising Supply

Samba TV, a leading global provider of omniscreen advertising and analytics, announced a multi-market partnership with PubMatic , a sell-side platform that delivers superior outcomes for digital advertising. Samba TV’s extensive first-party Connected TV data will be integrated with PubMatic’s advertising platform to provide media buyers with advanced omniscreen targeting capabilities across four of Europe’s largest advertising markets: the United Kingdom, Germany, Italy, and France. Marketing Technology News: MarTech…

True Influence® and Lotame Partner to Drive Programmatic Display Advertising for B2B Marketers

True Influence®, the technology leader of data-based sales and marketing solutions, today announced a partnership with Lotame, the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising. Under the new partnership, True Influence will be providing access to its data for Lotame customers to use for programmatic display advertising through the Lotame Data Exchange (LDX), the world's largest second- and third-party data marketplace. Marketing Technology…

Basis by Centro Integrates with AdsWizz for Programmatic Audio Advertising

Integration Provides Access to 200 Million Uniques Across AdsWizz Marketplace and Other Audio Publishers on the AdsWizz Platform Centro, a global provider of advertising technology, today announced an integration of its Basis platform with AdsWizz, the leader in digital audio advertising solutions. The integration gives programmatic buyers using Basis access to over 200 million monthly uniques, spanning across podcast and digital radio, by enabling them to connect to the AdsWizz Marketplace and other major audio publishers…