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Centro Unveils Technology to Improve Campaign Management Across Walled Gardens

Basis Assistant Web Browser Extension Maximizes Effectiveness and Collaboration Across Media Teams Centro, a global provider of advertising technology, released a first-of-its-kind product to log and track campaign optimizations made on software-as-a-service (SaaS) advertising platforms—even within walled gardens. Basis Assistant is a web browser extension for media professionals to document how they are adjusting campaign tactics in-flight across all their campaigns. Optimization logs are vital for synchronizing teams,…

Brands Can Bring down Walled Gardens, but Only If They Want To

Don’t underestimate the clout of unified advertiser pressure Once upon a time, “walled gardens” brought with them visions of splendid, sun-drenched, hedge-lined gardens set against the historic castles of Britain or conjured scenes in our minds from Frances Hodgson Burnett’s classic English children's novel, “Secret Garden.” Today, the ad industry paints a very different picture of walled gardens, otherwise known as closed ecosystems, and laments about the lack of transparency in a place where platform owners have…

Consumer Direct Grows Beyond the Walled Gardens

Direct-to-consumer brands were weaned on social networks, an environment where barriers to entry are low, scale is inbuilt and addressability is the norm — the perfect habitat for laser-focused companies with smartly-designed products and direct distribution strategies. But many DTCs have reached (or are fast approaching) the point of diminishing returns within these channels, forcing them to consider new options for incremental growth. This pursuit will challenge social-native brands to move beyond the walled gardens in…

Brand Networks Acquires Clickable; Unveils Azalea Commerce to Accelerate “Shopper Centric” Walled Gardens

Longtime Partner to Social Walled Gardens Announces New Holding Company to Help Retail Advertising Platforms Take Root Brand Networks, the innovative technology provider and media solutions partner to the world's biggest walled gardens, announces the acquisition of Clickable, and with it, the formation of a new holding company that leverages the tech, experience, and data of both companies. The new organization, Azalea Commerce, is on a mission to help retail brands establish self-contained advertising platforms powered…

Two Thirds of Marketers Say Walled Gardens Are Major Block to Improving First-Party Data

68% of Marketers Say That Walled Gardens Do Not Provide Enough Data to Effectively Analyse and Measure Campaigns Research commissioned by Sizmek has uncovered concerns around how "walled gardens" (closed platforms such as Google or Facebook) can be major roadblocks to helping brands evaluate data, with 68% of marketers saying walled gardens do not provide enough data to effectively measure campaigns. The study, which surveyed over 500 decision-making brand marketers across Europe and the US, also found that two-thirds…

How SSPs and Publishers Can Break the Walled Gardens

An enormous gap divides our industry. On one side are the likes of Google and Facebook, the so-called walled gardens. On the other side is everyone else. For publishers, Facebook Instant Articles is a poisoned chalice. It forces them to surrender their audience data and compete with Facebook for traffic. Meanwhile, Instant Articles lines the pockets of the social media giant and helps it develop even greater targeting abilities. The walled gardens derive their power from their goldmines of data. They use the data as they…

Kenshoo Achieves Advanced Technology Partner Status in the Amazon Web Services Partner Network, Enables Some of the World’s Fastest…

Kenshoo leverages the power of Amazon Web Services to build customizable marketer microservices Kenshoo, a global leader in marketing technology, announced it has achieved Advanced Technology Partner status in the Amazon Web Services (AWS) Partner Network (APN) after significant adoption of its cloud storage solution and application architecture. Together, these technologies provide Kenshoo the resources necessary to build tools for marketers seeking to rapidly test and optimize across the digital spectrum, even as…

The Age of Internet Gardens

As idyllic as it sounds to live in the age of internet gardens—the open gardens of the unrestricted internet, and the contained digital environments metaphorically known as walled gardens—there is a war being fought between these gardens. The lack of restrictions in the open internet may have expanded advertising reach, but it has led to the rise of low-quality publishers that use too many third-party integrations, leading to VAST errors, product unification challenges, and the accrual of tech fees. No matter what side the…

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…

Night Market Hires Kimberly Chulis as VP of Data Science

Night Market, Horizon’s recently launched eCommerce data intelligence company, announced it has hired Kimberly Chulis, Ph.D., as VP of Data Science. The move is effective immediately and Chulis will report directly to Randy Browning, President of Night Market. Night Market is designed to provide brands with unique insights into consumer purchase behavior within the walled gardens of Amazon, Google, and Facebook, thus giving brands unprecedented control of the consumer e-purchase journey. The role of VP of Data Science…

Adform FLOW Unveiled: Adform’s New Platform for Effortless Modern Marketing

Gartner adtech leader creates world´s first independent and fully integrated tech platform, seeking to amplify business results for advertisers and agencies Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle,  introduced its new product suite: Adform FLOW. Intuitively designed to make it easier for marketers to plan, buy and activate media, Adform FLOW has everything they need in one easy-to-use platform: DSP, DMP, SSP, DCO and ad server. Through exceptional…

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…

Connatix Launches Social Stories; For the First Time, Publishers Can Monetize their Instagram Content with Video

Connatix's Proprietary Technology Enables Publishers to Seamlessly Turn Content, Captions and Likes From Instagram Into Revenue-Generating Stories on Their Websites Connatix, the next-generation video technology company for publishers, announced the launch of Social Stories, a first-to-market monetization product that enables publishers to generate a stories format from their own Instagram content, embed onsite, and grow revenue with video advertising. Marketing Technology News: Mapp Launches Free Expert Community…

Adform FLOW Unveiled

Adform´s New Platform for Effortless Modern Marketing Gartner adtech leader creates world´s first independent and fully integrated tech platform, seeking to amplify business results for advertisers and agencies. Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, today introduced its new product suite: Adform FLOW. Intuitively designed to make it easier for marketers to plan, buy and activate media, Adform FLOW has everything they need in one…

Outbrain Launches Carousel, A New Interactive Smartad

Outbrain, the world's leading discovery and native advertising platform on the open web, announced the launch of Carousel, an interactive Smartad format. With the new ad experience, Outbrain is bringing a familiar swipeable gallery experience to the open web so that brands can showcase various products and offers, and allow consumers to browse through the items most relevant to them. “COVID-19 has heavily influenced consumer shopping habits, further accelerating the shift towards e-commerce,” said Eytan Galai, CRO at…

Swapping the Third-Party Cookie for First-Party Data

A Cambridge study went viral back in 2015 claiming “Facebook knows you better than anyone else.” Participants took a personality test, then gave researchers access to their Facebook likes. The results were straight out of Black Mirror. Given enough data, the algorithm was better able to predict a person’s personality traits than any human participants. It needed access to 10 likes to beat a work colleague, 70 to beat a roommate, 150 to beat a parent or sibling, and 300 to beat a spouse. Facebook’s process of collecting…

VideoAmp Hires Jonathan Steuer as EVP of TV Strategy & Currency

Steuer is tasked with leading the strategy of VideoAmp’s cross-media currency solution VideoAmp, Inc., the software and data platform that specializes in the measurement and optimization of media investments across linear TV, OTT, digital and walled gardens, has brought on Jonathan Steuer as EVP of TV Strategy & Currency. Steuer is tasked with driving the strategy behind the company’s further development of a currency-grade, transaction-ready TV dataset for the entire advertising ecosystem, including buyers, sellers,…

Adform’s Proven First-Party ID Solution is Ready to Solve the Cookie Problem

Shifting from third-party cookies to first-party IDs: Adform’s development and collaboration with major publishers and agencies shows the way forward for digital advertising with a proven product that’s ready to use now Adform – the integrated advertising platform (IAP) – has launched the first demand-side solution that unlocks the power of personalised advertising and data in a world without third-party cookies. The demise of third-party cookies is already a headache for advertisers and publishers on some browsers, and all…

Outbrain’s New Mobile App Install Advertising Experience Drives 90% Lift in Conversions

Outbrain, the world’s leading discovery and native advertising platform for the open web, announced the launch of a new ad product helping app marketers to tap into the full potential of the open web cost-effectively. Performance at scale has long been a challenge for marketers looking for alternatives to the walled gardens, particularly given the potential audience and premium environments of the open web. Since its Beta launch in June, Outbrain’s App Install Smartad has been shown to drive higher conversion at a lower…

FullContact and LiveIntent Create an Integrated Solution Providing Online and Offline Identity Resolution at the Person-Level

LiveIntent, the people-based marketing platform powered by the email address, announced a partnership with FullContact, the industry leader in consumer Identity Resolution as a Service. The partnership delivers the ability to map offline and online data to a portable, omnichannel, persistent ID. This mapping works in real-time across devices, channels, and platforms. Before now, this capability only rested in the hands of a select few who have restricted the flow of data to benefit themselves. The LiveIntent and FullContact…