Smaato’s Digital Ad Tech Platform is a Data-Privacy Compliant, Self-Serve Ad Server and Monetization Solution That Gives Publishers…

Digital Advertising Technology Platform Smaato enters the new era of privacy with an omnichannel approach, extending reach for marketers across all channels while giving publishers controls to create their own walled gardens Smaato's screen, device, format, environment and revenue-model agnostic platform is designed to enhance end-user experiences. Publishers and marketers can rest assured that user data remains protected, while the most highly relevant ads reach Smart TVs, desktops and mobile devices around the globe.…

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…

Publishers Have Nothing To Fear From Automated Content

Video was supposed to be the savior of the digital publishing industry. It still can be, just not in the way we all expected. Instead of piles of capital, pricey talent, and expensive production operations this time around, breakthroughs in AI and editorial automation will bring about a video renaissance. Marketing Technology News: MarTech Series Interview with Bichoï Bastha, Chief Revenue and Business Officer, Dailymotion Think back to the mid-2010s (not so long ago - yet so long ago) - venture funding was pouring…

Nativo’s Newly Launched Enterprise Ad Platform Enables Publishers to Drive More Value for Advertisers – Providing 50% Brand Lift…

Next-Generation Platform for Sponsored Content Gives Publishers and Their Direct Sales Team Unmatched Performance and Efficiency Rates Today, Nativo announced its newly launched Nativo Enterprise Ad Platform that features all new advanced direct sales tools to help publishers compete with walled gardens and differentiate their businesses in a post-cookie world. Nativo Enterprise Ad Platform is a full-stack ad serving technology uniquely focused on streamlining, automating, and optimizing direct-sold custom and integrated ad…

Empowering Programmatic Traders Through Continued Education 

Programmatic traders are the lifeblood of digital advertising, an industry expected to grow by more than 21% this year. That growth, however, has arguably come at a cost: New technologies and processes are released constantly, creating challenges for traders who are the key decision-makers and troubleshooters for live, in-market campaigns. According to a 2019 survey, 97% of traders reported that the increasing number of channels and formats makes their jobs more challenging. Marketing Technology News: MarTech Video…

BeOp Launches In U.S. To Help Brands Navigate Cookieless Advertising

The French conversational advertising leader’s westward expansion comes at an opportune time as advertisers grapple with increasing privacy restrictions on user data for ad targeting BeOp, the leading contextual, conversational and cookieless advertising platform, announces its U.S. launch today following years of exponential growth in France. As the architects of the first independent conversational ecosystem for media and brands, BeOp is pioneering the future of ID-less, contextual targeting and innovative…

Havas Media Group Partners With Spaceback To Bridge The Gap between Social And Programmatic

Havas Media Group (HMG), the media experience agency, announces today that it has partnered with social display leader Spaceback to bring the creativity of social advertising to programmatic on a global scale. This partnership will allow marketers to distribute social experiences using programmatic infrastructure, adapting any posts from across the major platforms in just a few seconds. Havas Media Group's full roster of clients will benefit from the partnership as the agency globally reorganizes the respective disciplines…

OnePortal Delivers Breakthrough Advertising Results Beyond Social Media

Growth marketing platform brings big-budget inventory to much smaller companies needing to reach tomorrow's audiences People are rediscovering that there is life beyond Facebook and social media. User trends are shifting, especially among the young. As a result, the behemoth social media networks, the "walled gardens," are losing their relevance and value, despite ever-increasing ad spend. However, advertising on the open web, outside those walled gardens, continues to work for those who can afford it and optimize it…

New Study by Tealium Reveals Marketers Are Leaning on Customer Data Platforms to Adapt to New Privacy and Data Policies as Martech Budgets…

The report highlights how the pandemic, cookie loss, and data privacy are dictating how marketers will allocate budgets and which tech functionalities they will prioritize in 2021 Marketers turned to customer data platforms more than ever in 2020 as the pandemic prompted more urgency for digital transformations, the death of third-party cookies impacted data strategies, and a slew of data privacy changes provided new rules to address. Tealium, the trusted leader in real-time customer data orchestration,…

OpenX and LiveRamp Expand Partnership Globally in Australia

Marketers now able to seamlessly reach addressable, people-based audiences across the OpenX Exchange OpenX and LiveRamp, today announced the expansion of their US partnership into Australia, providing local marketers with an improved way to reach audience segments on LiveRamp Authenticated Identity Infrastructure. As part of the integration, marketers will be able to increase their addressable reach and engage with their audiences across thousands of publishers' inventory, including web, in-app, and connected TV (CTV)…

IAB and PwC Outlook 2021 Report Urges Digital Ecosystem to Reset Consumer Value Exchange

Industry Leaders Identify Pressing Challenges for the Future Growth of Digital Marketing The Interactive Advertising Bureau (IAB), the national trade association for the digital media and marketing industries, announced the release of "IAB Outlook: 2021 Digital Ad Ecosystem," the IAB-commissioned PwC report. Marketing Technology News: Customizing the Customer Experience in the Recovery Era Unveiled at the IAB Annual Leadership Meeting today, IAB Outlook: 2021 builds on this year's theme "The Great Reset," providing…

Brave Acquires Search Engine To Offer The First Private Alternative To Google Search And Google Chrome On Both Mobile And Desktop

Brave Search is coming just as millions are migrating from Big Tech platforms to more private and secure solutions Brave announced the acquisition of Tailcat, the open search engine developed by the team formerly responsible for the privacy search and browser products at Cliqz, a holding of Hubert Burda Media. Tailcat will become the foundation of Brave Search. Brave Search and the Brave browser constitute the industry's first independent, privacy-preserving alternative to Google Chrome and Google Search, which rely on…

Quantcast Unveils New Intelligent Audience Platform to Empower Brands, Agencies and Publishers to Thrive on the Open Internet

Powerful AI and Machine Learning Technology Delivers Advertising and Marketing Results and Performance at Scale Quantcast, a global advertising technology company, today revealed the Quantcast Platform at its Virtual NOVA event, “Advertising in 2021 and Beyond.” With the advertising industry at a critical juncture, the Quantcast Platform equalizes advertising on the open internet. This new and innovative, intelligent audience platform powered by the company’s patented AI and machine learning engine, Ara™, empowers…