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Video Ad Growth; Demandbase Adds To Retargeting Product

By AdExchanger

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framing-itHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Video Ads Continue Growing

Online video ads on long-form content grew by 86% in the fourth quarter, according to FreeWheel. According to co-CEO Doug Knopper, there are currently nine ads per long-form video, which isn’t very much compared to TV’s 20 ads. Read more on USA Today.

Programmatic B2B

Demandbase is adding to its B2B retargeting product. Consumer or business traffic not of interest to B2B sales teams are excluded from programmatic buys. “Five years ago we relied on Click-thru rate, two years ago it was cost-per-lead, and now we rely on actual pipeline acceleration and revenue growth to measure marketing success,” said Demandbase customer Nick Panayi, director, global brand & digital marketing at CSC. Read on.

Deep Links

Criteo, TapCommerce and ActionX are working together to create a best practice guide for deep-linking in apps. “With the acquisition of Ad-X Tracking (see June 2013 story), Criteo quickly recognized the issues with current deep-linking specifications.  By providing a set of guidelines, tools and source code we believe app developers will be able to enhance the user experience and increase app engagement,” trumpeted Jason Morse, Criteo’s VP Mobile. Read the release.

Consulting Cloud

Deloitte has chosen NetSuite as its cloud of choice, giving access to the ERP side of the business to its clients. “NetSuite’s demonstrated/time-tested, customizable solution gives us the platform to answer the growing demand for cloud ERP which we have seen from businesses of all sizes,” said Paul Clemmons, principal, Deloitte Consulting LLP. Read the release.

Intelligent Marketing

Gartner analyst Jake Sorofman urges marketers not to get distracted by the shiny new things and instead focus on making balanced decisions. Sorofman and fellow analyst Andrew Frank developed the “Intelligent Brand Framework,” which shows marketers how to identify strengths and weaknesses in their thinking. Read more.

But Wait. There’s More!

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Pinterest Acquires CTV Startup TvScientific (Didn’t CTV That Coming)

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Turning The Comment Section Into A Gold Mine

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Commerce

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Criteo recently debuted new AI tech and pilot programs to a group of reporters – including a backend shopper data partnership with an unnamed LLM.

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Google Ad Buyers Are (Still) Being Duped By Sophisticated Account Takeover Scams

Agency buyers are facing a new wave of Google account hijackings that steal funds and lock out admins for weeks or even months.

Platforms

The Trade Desk Loses Jud Spencer, Its Longtime Engineering Lead

Spencer has exited The Trade Desk after 12 years, marking another major leadership change amid friction with ad tech trade groups and intensifying competition across the DSP landscape.

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