In-House Trend Survey Results; Offline To Online Comes To Pharma

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See For Yourself

The ANA and Forrester’s annual survey shows 31% of marketers increased their in-house programmatic capabilities last year. The study also indicates more granular oversight and guidance of vendors, like updating “blacklists,” purchasing through PMPs and rewriting I/Os to guarantee transparency. Marketers are pleased with programmatic’s targeting and real-time optimization, but 70% of respondents cite higher bot fraud in programmatic buys as a driving force for turning inward for solutions. More at MediaPost.

Pharma Highwire

A tie-up between 4info and Crossix will allow pharma marketers to match health-related transactions to online audiences. The partnership could activate sensitive data such as “over-the-counter drug purchases using loyalty cards, medical claims data indicating a doctor visit, and information from retail pharmacies showing prescription refills,” Kate Kaye reports for Ad Age. Read the story. And more in the press release.

.TV

Verizon and Hearst opened a joint venture, Verizon Hearst Media Partners, focused on content creation for each company’s digital video initiatives, reports Mike Shields of The Wall Street Journal. Verizon will launch a conservative network named RatedRed, while Hearst does the same for its political comedy channel Seriously.TV. Distribution are reliant on video platforms (from connected devices like Roku to Verizon’s own Go90 and AOL properties) that have seen limited advertising applications to date. But Verizon SVP Brian Angiolet calls it the beginning of “an independent new ad product road map” across TV, video, social and native touch points. More.

Yield For All

Outbrain acquired LA-based Revee, whose software helps publishers calculate revenue per page. As Lara O’Reilly notes for Business Insider, Revee “hooks up with publishers’ ad servers to provide a dashboard view of which articles are earning the most money.” More. Taboola offers a related product. Are the content recommendation engines primed for a pivot?

But Wait, There’s More!