Today’s AdTech Roundup covers the latest in Native and Programmatic Advertising, Technology, TV Advertising, Audience Data announcements from UENI, Adverty, Comscore, Adform, to Winterberry Group.

UENI Announces Extended Support for Small Businesses with Free E-Commerce Services

UENI Ltd, the London-based creator of free websites for small businesses announced that it is extending its support to entrepreneurs and small business owners. From today, January 7^th, it will provide a multi-product shopping cart, flexible shipping and collection options, and multiple payment methods to its free Starter customers to ensure that every small business can sell their products online successfully. The company also has unlocked functionality that enables small businesses to automatically synchronize their products catalogues with Google, Facebook and Instagram. This leverages big tech innovations in 2020, such as open access to Google Shopping and Facebook Shops, and puts this powerful access in the hands of the sole trader and small business owner.

Adverty Is Granted Second US Patent for in-Game Ad Viewability Technology

Adverty AB (publ) has been granted a second patent by the United States Patent and Trademark Office for its in-game ad viewability technology. The new technical patent protects a method of determining whether an advert is considered visible in a three-dimensional gaming environment rendered on a screen – a key functionality of Adverty’s industry-leading in-game advertising platform. Adverty, the leading in-game platform for advertisers, agencies and game developers, announces the notice of allowance for its most recent in-game ad viewability technology patent by the United States Patent and Trademark Office.

Comscore and Frameplay Launch Brand Lift Survey Series to Better Understand Intrinsic In-Game Advertising Performance

Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, announced it has completed the first of a series of brand lift surveys in partnership with Frameplay, a leading global intrinsic in-game advertising company. Focusing on the intrinsic in-game advertising category, the new brand lift survey series is designed to study and highlight the value of this highly lucrative and emerging advertising space and the enhanced creative standards brought forth by Frameplay’s capabilities.  In the kickoff survey, Comscore and Frameplay worked with a leading snack brand that wanted to connect to the significant gaming audience in a meaningful, authentic way using Frameplay’s intrinsic in-game advertising capabilities. Frameplay enabled Comscore’s brand lift survey to better evaluate the impact of intrinsic in-game advertising on key branding measures.

Adform Partners with AdsWizz to Unlock Audio Inventory at Scale on the Adform DSP

Adform, the Integrated Advertising Platform (IAP), has announced a direct integration with the leading global technology provider for digital audio advertising solutions, AdsWizz. The partnership will simplify the process of running programmatic audio campaigns at scale for advertisers via the Adform DSP. Audio has become one of the fastest growing channels, boosted by changes in consumer behaviour through Covid-19, with 29 million people in the UK listening to 12.8 hours of digital audio weekly.

Post-Cookie “Re-Think” of Digital Marketing Driving Surge of Innovation in Collaborative Data Solutions, According to New Winterberry Group Research

Winterberry Group, a specialized management consultancy with deep experience in advertising, marketing, data, technology and commerce, released new research: “Collaborative Data Solutions: Data and Identity in the Era of Permission.” The research delves into the surge in collaboration across and within companies to leverage data to optimize revenue and deliver consistent consumer interactions in a post-cookie world. Brands and media owners are turning to both familiar and evolving data collaboration frameworks to make the most of a changing marketing and advertising landscape.

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