AdTech Roundup: Top Things in Advertising Technology
Today’s AdTech Roundup covers the latest in Native and Programmatic Advertising, Technology, TV Advertising, Audience Data announcements from GroundTruth, SpotX, Tinuiti, Centro, and AdInMo.
GroundTruth and Yext Integration Offers Marketers Ability to Create Location-Based Mobile Advertising Campaigns
GroundTruth, the leading location technology company, today announced a new partnership and integration with Yext, Inc. , the Search Experience Cloud company, to create customized location-based mobile advertising campaigns for marketers who utilize the Yext platform. With this integration, customers can manage their listings within the Yext platform and utilize GroundTruth’s proprietary Blueprints™ mapping technology to identify and target customers with tailored ads and offerings.
SpotX, the leading global video advertising platform, announced the expansion of its comprehensive Measurement and Attribution Suite. The extensive offering provides advertisers the ability to accurately attribute ad spend across video channels including connected TV (CTV) and is the most robust in-market for video. By uncovering valuable audience reach metrics like brand lift, incremental reach and frequency, and outcome-based measurement, advertisers can more accurately pinpoint the value across all video channels.
Tinuiti Doubles Down on Over the Top (OTT) Advertising and Expands Connected TV (CTV) Capabilities to Reflect Changing Consumer Behavior
Tinuiti, the largest independent performance marketing agency across the triopoly of Google, Facebook and Amazon, expands its OTT practice with the introduction of Tinuiti’s OTT-Native Approach. The agency has hired Jesse Math as vice president of client strategy, planning and platforms—this enhanced approach offers clients access to established one-to-one relationships with publishers and gives OTT customers the flexibility to find the most beneficial mix along with transparency into every dollar spent.
Centro, a global provider of advertising technology, announced the release of new products and upgrades that help advertisers with automation and visualization for campaign reporting, workflow management and forecasting. The advanced tools give brands and agencies more control of their campaigns. These are available in Centro’s Basis, the industry’s most comprehensive, automated, and intelligent digital media platform—and the only software solution of its kind to consolidate digital operations across programmatic, direct, search, and social campaigns.
AdInMo, the programmatic ad platform for video games, has secured a $500K investment round led by Techstart Ventures, a leading investor in start-ups across Scotland and Northern Ireland, whose previous investments include games services and liveops company ChilliConnect, which was acquired by Unity Technologies in 2019.
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