Wednesday, March 4, 2015
  • InMobi, Rubicon Launch Native Ad Server For Direct Sales

    When it comes to advertising technology, you can't get much trendier than combining programmatic, mobile and native advertising platforms. That's what Rubicon Project and InMobi are doing with the launch of their new Mobile Native Ad Server, which will enable publishers to sell native ads for mobile campaigns directly, alongside indirect buys, through a programmatic interface. ...Read the whole story

  • A+E Networks Joins FourFronts Programmatic Marketplace

    A+E Networks on Wednesday announced it has joined FreeWheel's FourFronts programmatic marketplace, a "programatic direct" marketplace of sorts that allows advertisers and publishers to reserve digital video ad inventory using advanced targeting. ...Read the whole story

  • Integral Ad Science Acquires Video Measurement Firm Veenome

    Digital ad measurement firm Integral Ad Science on Wednesday announced it has acquired Veenome, a video ad measurement firm. Terms of the deal were not disclosed. Scott Knoll, CEO of Integral, told 'Real-Time Daily' that Veenome's technology is "very complementary" to Integral's existing stack. ...Read the whole story

  • Nielsen Acquires DMP eXelate, Enters Programmatic Audience-Buying Marketplace

    In a move that sends a powerful signal about the future of data-based audience targeting, Nielsen this morning announced a deal to acquire eXelate, a leading data management platform used by the digital programmatic media-buying marketplace. The deal has huge implications for integrating audience-based programmatic digital media-buying logic into the company that still represents the purest play currency for traditional media-buying (TV ratings), and which has been tentacling into digital via its Online Campaign Ratings and various cross-platform offerings. It's also a significant hedge for Nielsen should data-based targeting someday usurp sample-based measurement planning and buying. ...Read the whole story

  • Kenshoo, Marin Separately Transform How Brands Use Media, Integrating Mobile App Installs, Placements

    Kenshoo and Marin are separately forcing brands to rethink how to use advertising and media. Each company this week independently announced the creation of a business model that integrates data from mobile application installs and attribution into their platforms. The platforms are built from search engine marketing, combining several services into one. ...Read the whole story

  • Empirical Data Proves TV Now As Accountable As Digital, Brands Can Have Their 'Cake, Eat It Too'

    New empirical research revealed Tuesday by a mix of respected industry experts made the case that marketers need to shift from a decades-old practice of "reach optimization" to new methods of "results optimization," especially when factoring the most precious media in their mix. The research, which was presented during a special webinar from the Advertising Research Foundation and at a live event at programmatic TV developer Simulmedia's New York headquarters, showed that when brands measure the return on their TV advertising investments based on the incremental sales they generate, they get better results. One of the examples presented, an explicit ... ...Read the whole story

  • Vistar, Instantly Partner For OOH Measurement

    Vistar Media, which operates a cross-channel system for advertising via mobile and out-of-home, announced a partnership with Instantly to measure the effectiveness of out-of-home campaigns via Instantly's mobile panel. ...Read the whole story

  • SSP Altitude Digital Launches Mobile Video Platform

    Altitude Digital, a supply-side platform (SSP) for video, on Tuesday announced it has entered the mobile world with the launch of a new, mobile-focused video ad platform. Altitude Digital appears to be entering the programmatic mobile video space at a time of rapid growth. ...Read the whole story

  • Former iSocket CTO Bunch Joins Xaxis
  • Mobile Display Impression Shares Growing
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The RTB 500 is a composite of the real-time price of media on 500 leading publishers. Index value shown is yesterday’s (March 3, 2015) average. Change is compared to the previous day's average. Click to see the current value in real-time.

YP Automates Local And Mobile Search Buys For National Brands

The first rule of search engine marketing is never say never. Indeed, many company executives do -- but Darren Clark, CTO at YP.com, isn't one of them. On Tuesday he announced the launch of ypSearch Marketplace, ...More