Ad tech has a transparency problem. Some are pointing to blockchain as a possible answer. It’s fairly easy for fraudsters or an ill-intentioned party to weasel their way into a programmatic transaction, said Ken Brook, CEO and co-founder of metaX, a blockchain-based ad tech company that launched into beta on Tuesday. “The supply chain is […]
Soon after Adblock Plus (ABP) developer Eyeo revealed the publisher, brand and ad tech executives on its Acceptable Ads Committee (AAC) Wednesday, many of those members’ employers swiftly distanced themselves. Dell, Condé Nast and Rocket Fuel are among eight companies with members on the committee. The panel would manage ad policies for Eyeo’s Acceptable Ads […]
Speaking Thursday at the ANA Media Conference, Procter & Gamble Chief Brand Officer Marc Pritchard was pleased that Facebook and Google had agreed to independent MRC audits, but he emphasized that the audits are only the first steps toward improving the media supply chain. “It’s not enough to accept [audit pledges] until the audits are […]
Alain Portmann and Oscar Garza will speak about last click attribution at Programmatic IO on April 5 in San Francisco. Last-click attribution may never die. Although digital multitouch attribution (MTA) pioneers like Visual IQ, Google’s Adometry and AOL’s Convertro hit the market more than a decade ago, last-click remains the prevailing measurement model. Big brands and network agencies still tend […]
Another independent demand-side platform (DSP) has found its big enterprise home. Amobee, a digital marketing firm owned by Singaporean telco Singtel, has agreed to buy Turn at a $310 million value. Read the release. Stakeholders expect the acquisition to close within 45 days. Amobee, known for its mobile capabilities, had worked with numerous buying platforms before, said […]
Nielsen Catalina Solutions’ (NCS) original value prop focused on connecting media consumption with in-store sales for CPG brands. But in the past two years, NCS has moved beyond attribution and into building programmatic audience segments. Programmatic targeting is already almost 25% of NCS’ business, with a revenue goal this year between $20 million and $25 […]
The Trade Desk broke the $1 billion mark in gross ad spend on its platform in 2016, generating $75 million in net profit, the company disclosed Thursday afternoon in its fourth quarter earnings report. The demand-side platform (DSP) touted the growth of its omnichannel offerings. In 2016, display ad campaigns made up less than half […]
Acquisitions and more mature integrations led Oracle, Adobe and Salesforce to separate sharply from their peers in Gartner’s third Digital Marketing Hub Magic Quadrant, released late Wednesday. Of course, it’s questionable whether ad tech vendors, such as DataXu or Cxense, really qualify as “peers,” but Gartner has had a unique, if controversial, way of assessing […]
Achieving reach with live video content – whether you’re a brand or a media company – can be a challenge, but there is a growing opportunity to drive audiences via Facebook, YouTube, Amazon-owned Twitch and elsewhere. “Live video amplification is one of those hot topics some would argue doesn’t have real scale,” said Michael Miraflor, […]
Martin Kihn, Research VP at Gartner, will speak about the state of mar tech and ad tech at Programmatic IO on April 5 in San Francisco. Ad tech and mar tech may not converge after all. Two years ago, Gartner analyst Marty Kihn predicted that owned media (mar tech) and paid media (ad tech) technologies would come […]
