• Centro Succeeds By Addressing Agency Pain Points, Raises $30 Million To Address Many More
    There probably isn't a more cluttered and confusing part of the media marketplace right now than the technology supply chain. Check out this Lumascape-like chart making the rounds this week. But the suppliers who are succeeding most are the ones that are not making things more complicated, but making it easier for people to buy, sell and trade media more efficiently and based more on the outcomes they are trying to achieve. One of them is Centro, a scrappy tech supplier servicing the mid-tail of the media buying world -- the smaller, regional and mid-size agencies not affiliated with Madison ...
  • Marketers Investing In More Audience Data; Expenditure Up 37% In U.S.
    In the programmatic ad-buying world, audience data has become increasingly important. And that's because one of the promises of programmatic is the ability to decouple your audience from specific content. Yes, content still matters. But programmatic tech, in theory, allows your to follow your audience everywhere -- not just where it's obvious. In order to do that effectively, marketers need a trove of audience data. That's part of the reason that data has been called the new currency by some.
  • Programmatic TV Following Its Own Path
    Programmatic television is slowly taking shape -- with nearly everyone involved in data-driven TV ad-trading hammering home how early in the process it is -- but new data suggests the application of programmatic technologies to TV is occurring in an entirely different way than it did in the digital display world.
  • 'Malware Score' Comes To Pixalate's RTB Seller Index; OpenX Tops Google
    Pixalate, a real-time analytics platform, on Tuesday released the latest edition of its "Global Seller Trust Index" -- an index that ranks over 400 sellers by quality of ads sold via real-time bidding (RTB), accounting for things such as inventory quality, viewability rates and fraud rates. The updated index -- which looks at data from April 2015 -- also includes several new features, including a malware score (measuring how much malware risk there is with each individual sellers) and an entirely new section that breaks down each seller by IAB-defined verticals.
  • Following Sale To Verizon, AOL Ups Mobile Ad Tech Game
    Just one week after getting scooped up by Verizon for $4.4 billion, AOL has already taken steps to up its mobile ad tech game. The company this morning announced it has expanded its app-focused ad tech, allowing marketers to target mobile app users and subsequently attribute how ads from other channels -- including TV, mobile and the Web -- impact mobile app campaigns.
  • 'Mobile Viewability' Picks Up Steam Following MRC's Interim Guidance
    It has only been two weeks since the Media Rating Council (MRC) issued its first guidance for a "mobile viewable" impression, but the ripple effects are already visible. Just days after Millennial Media, a mobile programmatic exchange, announced it would guarantee marketers full viewability on mobile in-app ad campaigns, mobile ad tech firm Juice Mobile has made a similar promise. Juice has announced it will offer 100% viewability for both in-app and mobile Web ads.
  • Data-Driven Trading And The Turning Tides Of TV
    With news yesterday that Turner Broadcasting is launching a data management platform (DMP), dubbed the Turner Data Cloud, the ad industry was once again reminded that data-driven buying and selling is knocking on television's worn doors. In fact, data-driven chatter has seeped through the cracks and made its way to one of TV's most traditional events: the upfronts.
  • Public Ad Tech Firms Ride Waves Of AOL-Verizon Deal
    The $4.4 billion mega AOL-Verizon deal is having a ripple effect on the stock exchange. AOL, while much more than just an ad tech player, has touted its programmatic success each and every earnings call for the past 18-plus months. It was to be expected, then, that following AOL's sale to Verizon, other ad tech companies would act accordingly.
  • Calling All Video Ad-Buying Humans: You Should View This
    The quality of digital advertising has been top of mind of late, but which key metrics -- such as viewability, click-rates and completion rates -- give marketers a better shot at buying quality video advertisements? TubeMogul, a programmatic video ad platform, teamed with media measurement and fraud detection firm Integral Ad Science to find out.
  • Google Deems 54% Of Video Ads Viewable, Notes US Trails Other Countries
    Google has released new data that says just over half (54%) of video advertisements across the Web -- excluding YouTube -- were viewable in April 2015. This suggests improvements are being made on the video viewability front, as last month Vindico released data saying 45% of digital video ads were viewable in 2014, up slightly from 43% in 2013. We'll have to wait for the year-end data to see if long-term improvements truly are being made, but Google's data indicates rates are slowly rising.
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