Martech Series

JULY 28, 2022

The collaboration equips brand and agency ad buyers with added transparency for display and video ad formats in mobile gaming environments. Integral Ad Science , a leader in digital media quality, announced a partnership with Anzu, an in-game advertising leader.

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Viewability Media Advertising Ad Tech 98

Ad Monsters

DECEMBER 13, 2022

By now, we are all well aware of the drastic effects that mounting privacy regulations have on the ad tech industry. The effect of ID changes on agencies vs. in-house agencies. . Viewability and Brand Safety: The Effect of Companion KPIs . We all know this to be true, but maybe just not how much. .

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Viewability Advertising Impressions Cookies 102

InMobi

MAY 2, 2022

For both established marketing options like in-app advertising and for more nascent platforms like native in-game advertising, ensuring ads are viewable is crucial. To discuss the latest trends on all things viewability, I recently chatted with Janelle De Rivera, Director of Product Management for Moat Analytics at Oracle Advertising.

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Viewability Advertising Impressions Brand Lift 52

PubMatic

FEBRUARY 1, 2023

Demand-side platforms (DSPs) can help brands and agencies use data to target audiences by automating the purchase of digital ads. PubMatic, for example, worked with agency giant Dentsu on a CTV campaign that sought to reach consumers who wanted to buy a high-value tech product during the holiday shopping season.

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Viewability Demand Side Platform Cookies Impressions 111

AdExchanger

FEBRUARY 13, 2024

After being demonized in the ANA’s transparency report last summer – which found that 15% of global ad spend goes to made-for-advertising (MFA) sites, often unintentionally – agencies and ad tech vendors immediately started launching anti-MFA solutions.

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Ad Tech Audience Agency Advertising 117

More About Advertising

AUGUST 10, 2017

The vexed question of who, if anyone, sees online ads has maybe moved on a bit.

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Viewability Communications Agency Advertising 40

Digiday

OCTOBER 25, 2022

When the Association of National Advertisers (ANA) confirmed PricewaterhouseCoopers (PwC) as the lead agency in its planned ad tech transparency study in December last year, those involved hoped to publish the results this week at the ANA’s flagship Masters of Marketing conference. And all of this is happening as U.S.

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Ad Tech Demand Side Platform Non-Profit Viewability 86

More About Advertising

JULY 22, 2015

New research from ad verification company Meetrics suggests so, claiming that just 49 per cent of UK ads met the IAB and Media Ratings Council’s recommendation that an ad is considered viewable if 50 per cent of it is.

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VideoWeek

AUGUST 25, 2022

Responses were categorised into three levels of attention: active (eyes on the advert), passive (eyes on screen but not the ad) and non- (eyes on neither screen nor ad). Last month VideoWeek reported on the growth of agencies (including Dentsu and Mediahub) building attention metrics into their buying processes.

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VideoWeek

JUNE 30, 2022

A common refrain from any media buyer when they’re introduced to a shiny new ad format is “great, but is it measurable?” ” Advertisers and agencies may be willing to test the waters with a one-off experimental campaign, and run post-campaign studies to gauge its impact.

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Viewability Advertising Ad Tech Impressions 59

Digiday

JUNE 14, 2022

The real upfront market Connected TV’s ad viewability issue Netflix seeks ads help, YouTube opens up, Disney drop its TV programming chief and more. The key hits: As TV networks and agencies wrap up their initial upfront negotiations, the real buying cycle begins. said a second agency executive.

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Marketing Viewability Agency Ad Tech 69

VideoWeek

JUNE 24, 2022

Whoever ends up taking Netflix’s hand in ad tech marriage may well be rewarded with a substantial dowry. The Interactive Advertising Bureau (IAB) US released its Intrinsic In-Game (IIG) Measurement Guidelines to address ad viewability, inactivity and fraud for ads that form a seamless part of the gameplay environment.

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Ad Tech Agency Media Audience 98

Digiday

JANUARY 22, 2023

Artificial intelligence may not be taking over media agencies’ jobs yet, but some of this technology is already sitting, and working, next to you. Some agencies and digital studios are creating virtual influencers for social media and brands, claiming younger audiences share a strong connection to these fictitious characters.

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Media Agency Pop-Up Machine Learning 69

VideoWeek

MAY 17, 2024

Netflix hasn’t said whether it will run ads during the NFL games – but doing so would bolster Netflix’s ad offering, giving it mass simultaneous reach which it can’t offer advertisers with the majority of its content. Read more on VideoWeek.

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Retail Media Ad Tech Audience 98

VideoWeek

OCTOBER 28, 2024

In this edition of the Buy-Side View, Stimpfig discusses the risks of overcomplicating CTV buys, PHD’s direct-to-publisher strategy, and the changing role of the modern agency. How do you think the role of the agency has changed over the past 10 years? We need to be experts in data, measurement, tech consultants and more.

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Viewability Agency Audience Ad Tech 64

Digiday

JULY 24, 2022

Or to put it more bluntly, ad execs are adopting an if-you-can’t-beat them, join-them strategy. Ad tech vendors that once steered clear of selling MFA inventory are now folding them into their own marketplaces. They seem to be doing fine on their own, especially as they get better at running ad arbitrage businesses at scale.

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Clickbait Advertising Ad Tech Demand Side Platform 69

Digiday

JULY 17, 2022

“There is a pushback against opaque fees, or opacity in pricing in programmatic,” said Jillian Tate, senior vp and head of programmatic and paid media at Bounteous, an independent agency/consultancy. “The ability to reach relevant audiences at scale and efficiently more than make up for fees associated with ad tech.

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Media Ad Tech Agency Viewability 73

Ad Monsters

MARCH 3, 2023

But given the complexities of the ad tech ecosystem, and the many challenges that present themselves — IVT, ad fraud, viewability, supply chain transparency, brand safety, to name a few — marketers are often unsure if they’re obtaining fair value for their ad spend. And for the most part, it has proven true.

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Viewability CPM Audience Media 64

VideoWeek

OCTOBER 13, 2023

Top Stories ARD and ZDF Launch Joint Streaming Network German public service broadcasters ARD and ZDF this week rolled out a new joint “streaming network”, whereby each broadcaster’s content is viewable and watchable within the other broadcaster’s streaming library. percent organic growth in Q3.

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Retail Agency Media Ad Tech 97

Ad Monsters

APRIL 25, 2024

Brian Murphy has been in the digital ad-tech industry since the 1990s, working at various companies, including DoubleClick, Yahoo! In 2020 he joined OpenX as Senior Vice President, Buyer Development, getting involved in the ad tech company’s path to net zero. But if you look at ad tech, it’s a much different story.

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Ad Tech Viewability Non-Profit Media 52

Monetize More

MAY 30, 2023

Yieldmo Initially focused on US-based ad inventory but expanded to EU and UK demand. Offers viewable, brand-safe, and audience-friendly ads, with integration options through open exchange, PMP, or managed service. MobFox Enables publishers to monitor and optimize ad inventory with a single interface.

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Ad network Mobile Ads Ad Exchange Fill rate 97

More About Advertising

JULY 12, 2022

A lack of accountability, lack of data access, issues with viewability, fraud and a supply chain through which money simply cannot be followed are part-and-parcel of working in the advertising sector. By Nick Swimer and Keri Bruce. The issues of the programmatic ecosystem are well-known within the industry.

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Viewability Advertising Ad Tech Finance 69

VideoWeek

DECEMBER 18, 2023

VideoWeek asked 11 ad tech executives what to expect from video, TV and advertising in 2024. To prepare for this shift, it’s important that advertisers and agencies use cross-platform planning technology that will allow them to run efficiently and use their budget to reach their audiences and KPIs.

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A/B Testing Audience Non-Profit Ad Tech 122

Digiday

MAY 29, 2022

To wit, the partnership lets media buyers activate NXTeck segments and combine them with other targeting criteria, such as performance and viewability targeting, to create customized packages on Smart’s platform. It’s absolutely ready, and it’s reached critical mass,” said Eric Perko, CEO of Apollo Partners, an independent media agency.

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Media Advertising Pharmaceuticals Marketing 84

Digiday

JUNE 2, 2022

The holding company plans to use Lumen’s data set to try to deliver engagement levels of between three and 10 times effectiveness, but then grow its own proprietary database around attention across all its media agency outposts. Those metrics make you buy lots of little tiny little crappy ads.

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Viewability Media Impressions Ad Tech 56

Digital Remedy

FEBRUARY 16, 2022

The Growing Threat of IVT and Fight Against Ad Fraud. As invalid traffic (IVT) and ad fraud increases in scope and sophistication, it has become increasingly difficult for advertisers and agencies to ensure that their ad dollars are being spent on their desired audiences—i.e. real people in search of products or services.

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Viewability Ad Space Conversion Ad Tech 52

Digital Remedy

FEBRUARY 16, 2022

The Growing Threat of IVT and Fight Against Ad Fraud. As invalid traffic (IVT) and ad fraud increases in scope and sophistication, it has become increasingly difficult for advertisers and agencies to ensure that their ad dollars are being spent on their desired audiences—i.e. real people in search of products or services.

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Viewability Ad Space Conversion Ad Tech 52

Digiday

JUNE 5, 2022

Brian O’Kelley, CEO and founder of Scope3, an ad-tech firm focused on sustainable practices, noted that other media markets across the globe have been focusing more intently on sustainability compared to the U.S., I would like that to be something that… we can take to them and work with them on establishing that as a goal.”.

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Media Ad Tech Machine Learning Viewability 73

Digiday

JANUARY 8, 2023

For this plan to work at scale, Schibsted needed ad tech vendors — businesses that have access to programmatic ad dollars more readily than publishers ever will. Moreover, only ad traffic with these first-party IDs was able to meet daily spend targets across the campaign period, per Adform.

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Cookies Marketing Viewability Data Management Platform 69

Monetize More

JANUARY 18, 2023

Agencies then started helping advertisers to achieve their marketing goals and communicate with their target audience. This meant that agencies had more than one channel to source ad inventories for their advertising partners. This video explains it in a similar manner. See more benefits knowonlineadvertising.com.

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VideoWeek

SEPTEMBER 16, 2022

The Advertising Research Foundation, an influential ad research body founded by the ANA and 4As, has announced it is launching a study into the reliability and validity of attention measurement tools. So the ARF, once it has its definition of attention, will test how well these various techniques really do measure it.

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Advertising Machine Learning Viewability Media 72

VideoWeek

SEPTEMBER 9, 2022

It allows the company to report on UK programming, advertising, attention, viewability and co-viewing at the same level of detail as it does in the US. Watch and learn.

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Viewability Audience Media Agency 69

VideoWeek

MAY 26, 2023

This covers video-tracked ads, impressions and related viewability metrics (including general invalid traffic detection) on CTV. IAS is honoured to be the first company to have attained this accreditation for CTV viewability.” It’s impossible to predict how audiences will respond but this could be an alternative.

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Viewability Non-Profit Agency Ad Tech 52

Ad Monsters

FEBRUARY 8, 2023

We spoke with Amanda Dean , Head of Programmatic Partners and Strategy, IBM Watson Advertising; Adam Gray , Senior Director, Programmatic Growth, timehop & Nimbus; Ron Duque , Head of Advertising and Ad Tech Operations, WeatherBug; and Marc Santiago , VP, Programmatic Engineering, Nimbus.

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Ad Ops Ad Tech Viewability Conversion 52

VideoWeek

AUGUST 1, 2023

The acquisition, expected to close in Q3 2023, will bring Scibids’ real-time optimisation capabilities into DV’s tools for measuring ad viewability and invalid traffic. DV said the joint offering enables it to monitor the end-to-end media transaction, from activation to measurement.

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Viewability Ad Tech Cookies Impressions 52

Digiday

OCTOBER 4, 2022

For Best Sustainable Ad Tech Platform, a new category recognizing sustainable practices, Sharethrough is a finalist for its launch of Green PMPs with Scope3. Best Sustainable Ad Tech Platform Catch+Release OpenX Sharethrough & Scope3 – Launch of Green PMPs.

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VideoWeek

JUNE 7, 2022

Adelaide’s funding comes at a time when interest in attention metrics from the agency side is on the rise. “This capital will allow us to serve the needs of our agency and brand partners as we continue to refine AU to create the most precise metric to measure media quality.”

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CPM Viewability Impressions Media 64