Drawbridge looks to product-based attribution, identity-based marketing, and addressability as key themes for 2017.
DoubleVerify CEO Wayne Gattinella sees media and cross-screen transparency as imperatives in ad tech and the advertising industry overall in 2017.
PubMatic President Kirk McDonald projects that in 2017, the Facebook/Google duopoly will reach a tipping point with advertisers that recognize they're pouring most of their ad dollars into these platforms.
MediaMath CEO Joe Zawadzki eyes 2017 as a year to formulate best practices for real-time marketing, and create new business models for programmatic media. And, by the way, it's time to get serious about attribution.
The Trade Desk's CEO Jeff Green projects demand-side platforms (DSPs) will need to partner up to cut costs and boost efficiency, among other predictions for 2017.
The Media Rating Council (MRC) has been on the forefont of generating measurement standards and guidelines. Recently, it released a draft of its Location-Based Measurement Guidelines for public comment.
In this season of giving, it's especially relevant to highlight companies that are making a difference. Upworthy is one such company that does mission-based story-telling that digs deep into data.
Adblock Plus is looking for candidates to run an independent board. It's holding a meetup in New York on Dec. 6 to discuss the board's function and vet candidates.
Taykey, a real-time audience data company, says fake news poses real challenges for brand marketers.
Augmented and Virtual Reality (AR/VR) are steadily expanding into the mainstream. We have seen a number of companies begin to invest in developing headsets and content to run on new platforms, creating ew and exciting avenues for digital advertisers. Then industry members have little doubt the programmatic applications of AR/VR will appear in the market.