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 Adtelligent, Adverty, InMobi, Origin, to Centro.

Adtelligent Introduces Native Support for AMP Ads

Adtelligent is pleased to announce that its efficient ad tech platform now natively supports Accelerated Mobile Pages (AMP) integrations for ad monetization. This US-based company is in the process of designing a demand pathway optimization solution that will bring back the much needed transparency, control, and margin to publishers. The company has already been acknowledged as one of the fastest-growing independent technology companies by Inc. 5000 in 2016 and 2017.

Adverty Outlines a Unique Opportunity to Boost Monetisation Significantly With Seamless in-Game Advertising on the Unity Platform

Adverty, the leading in-game platform for advertisers, agencies and game developers, will outline a unique opportunity to significantly boost monetisation with seamless in-game advertising on the Unity platform at a seminar taking place on 3rd March 1pm UK / 2pm CET. The upcoming seminar by Adverty will unveil how to integrate its Unity software development kit (SDK) into mobile games and will see the seamless in-game advertising specialist share tips, tricks and best practice with developers.

InMobi and Anzu Partner to Bring Programmatic In-Game Advertising to Brands Across the World, the world’s most advanced in-game advertising platform, announced today a new partnership with InMobi Exchange, the world’s largest independently owned mobile in-app advertising exchange. Gaming, with its audience of over 3.1 billion gamers and revenues approaching $175 billion, is becoming an attractive media channel as the industry grows at an exponential rate. Recent research has shown that mobile gaming audiences increasingly prefer free-to-play, ad-supported games over games with other monetization models like in-app purchases. With this partnership, InMobi’s global brand advertisers will be able to programmatically buy in-game display and video ads in all of Anzu’s mobile gaming inventory, including exclusive titles, across verticals — casual, sport, racing, action and more.

Origin Launches First-To-Market Native Content Solution To Elevate Vital Covid-19 Brand Messaging On Connected TV

With misinformation and public fatigue over COVID-19 making it increasingly challenging to disseminate vaccine information that resonates, Origin Media’s animation studio produced multiple series of Native CTV Toppers that bust vaccine myths and stress the importance of vaccinating as a nation. Toppers are 15-second native content creatives that run directly before brand ads within regular ad breaks, exclusively on Connected TV. Through Origin’s Enhanced Programmatic (EP) solution, these COVID-19 series are available now for programmatic buyers to execute through deal ID and preferred deals on 20+ DSPs. Engineered to capture the attention of a room during an ad break, Origin Toppers mentally engage viewers and prime them for an advertisement through contextually relevant trivia, quotes, tips, humor and other non-clickable fact-checked content. Brand studies have determined that viewers who see an advertisement directly after an Origin Topper on CTV are 41% more likely to remember that brand. Origin’s COVID-19 Toppers use CDC verified facts and leverage state-level data that give geo-targeted viewers relevant and timely vaccination updates.

Centro Acquires AI-Driven Search Advertising and Marketing Intelligence Platform QuanticMind

Centro, a global provider of enterprise automation technology, announced the acquisition of QuanticMind, a developer of predictive advertising technology for digital channels. QuanticMind’s martech platform utilizes artificial intelligence (AI) and machine learning to unify and analyze data, which powers its software for search, keyword bid management, and marketing intelligence visualization. Basis, Centro’s flagship automation platform for marketers, is 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, connected TV (CTV), search, and social campaigns. It delivers robotic process automation to omnichannel advertising and media workflow.

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