The Truth, The Whole Truth, And Nothing But The Truth (All Of Them, In Fact)
Who hasn’t wished for an app that could automatically suss out the truth, and in real-time? Now, thanks to the political news team at The Washington Post, there’s one available for political speeches (see story below), which makes me wonder when (note to MediaPost’s tech team) someone will develop a fact-checking app for the ad technology industry. But then, I suppose, I’d be out of a job, right? Anyway, today I’m spending my morning parsing through a number of first-mover claims in the mobile RTB marketplace. And while it’s impossible for me to vet exactly which ones are genuine first-to-market innovations, I will say that a number of announcements made today bode well for the imminent integration of mobile advertising into the programmatic audience-buying business.
You can read stories on Accordant Mobile and mobile RTB platform and AdTheorent’s real-time mobile “learning machine” below, but I’ve also just learned that team at online video exchange LiveRail are getting ready to announce what they claim is the industry’s “first and only” HTML5-based video RTB platform for mobile advertising.
The new platform will add phone and tablet audience bidding options to LiveRail’s existing desktop video platform, enabling publishers to sell and advertisers and agencies to buy video audience impressions in, well, real-time.