Today’s AdTech Roundup covers the latest in Native and Programmatic Advertising, Technology, TV Advertising, Audience Data announcements from Cybba, Flipkart, Colling, Comscore, to Taboola.

Cybba Announces Launch of New Data Platform Powered by AWS

Cybba, a global technology-enabled service provider that offers a unified suite of digital marketing and advertising solutions for online businesses, announced the launch of its new data platform powered by Amazon Web Services (AWS). The platform has been successfully integrated into its proprietary marketing and advertising technology stack to increase data performance at scale. This past year, Cybba saw an increase in real-time consumer engagements across e-commerce sectors including Retail, Education, and Financial Services, creating a need for more robust and scalable data processing. Cybba has now successfully migrated its own technology stack to AWS, using AWS’s advanced machine learning capabilities to enhance online consumer engagements during the decision-making and purchasing phases of online shopping. This has led to an increase in sales for Cybba’s e-commerce customers.

Flipkart Launches Commerce-Focused Self-Serve DSP in Partnership With Mediamath

Flipkart, India’s homegrown e-commerce marketplace, is strengthening its advertising and monetization portfolio, and has announced the launch of a custom-built demand-side platform (DSP). This latest Ad Tech offering will help brands make data-driven decisions to purchase online ad inventory and design high-impact marketing campaigns. Built in partnership with MediaMath, an acclaimed independent advertising technology company for brands and agencies, Flipkart’s demand-side platform (DSP) is a custom-built version of the reputed MediaMath platform itself and will provide brands of all scales to engage with a growing consumer base. It will also enable them to plan data-driven campaigns with complete control. This launch is a part of the larger growth strategy for Flipkart’s Ad Tech business, as it continues to innovate and unlock goodness in the ecosystem.

Colling Media Helps Solve the Advertising Attribution Riddle with Google’s New Attribution Beta Program

Phoenix-based advertising and marketing firm Colling Media uses Google’s recently released Attribution Beta program to help clients assign credit for digital advertising conversions when consumers interact with multiple marketing tactics and channels. Attribution is an attempt to assign credit for various advertising and marketing tactics. Solving this problem can be challenging. For example, a consumer sees an ad on a website, fills out a form on Facebook, hears a radio commercial, views a digital billboard, and then purchases a product or service. Which ad should receive the most credit for driving the consumer to action? There are several ways to assign and determine attribution, and Google’s new Attribution Beta is another attempt to help decide which tactic or tactics are most responsible for consumer conversion.

Comscore and MediaMath Partner in LATAM to Launch Programmatic Contextual Targeting for Connected TV, Mobile and Desktop

Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, and MediaMath, the acclaimed independent advertising technology company for leading brands and agencies, recently announced that they have partnered to launch a connected TV (CTV), video, mobile and desktop contextual targeting solution available now in Latin America using MediaMath’s demand-side platform. With this partnership, Comscore and MediaMath bring brand safety, brand suitability and contextual relevance targeting for Spanish, Portuguese and 40+ other languages. In addition, Comscore offers cookie-free age and gender demographic targeting in Brazil and Mexico to support advertisers seeking innovative new cookie-free solutions within desktop, mobile, and CTV that allows them to prioritize privacy and brand safety while continuing to reach the right demographics.

Taboola Introduces a Way for Publishers to Personalize their Digital Properties Based on Reader Loyalty Levels, Using Deep Learning and AI

Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, announced a new addition to its suite of segmentation and personalization offerings for publishers. According to industry data, 70% of publishers personalize their content for readers and a large percentage plans to do so moving forward. Publishers partnering with Taboola will have access to new loyalty features as part of Taboola’s personalization and segmentation suite. This includes a proprietary loyalty score built on deep learning and AI, which helps segment readers based on attributes such as how frequently they visit, how many pages they visit and how recently they visited. Publishers can then use Taboola to deliver the ideal reader experience to each reader segment, which can both promote increased readership and unlock new monetization options.

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