• by Tobi Elkin  @tobielkin, Philip Rosenstein , April 5, 2017

Adblock Plus Parent Co. Eyeo Acquires Flattr  

Adblock Plus’ parent co. eyeo said it acquired micropayment service Flattr. The financial terms of the deal weren’t disclosed. The acquisition follows last year’s collaboration between Adblock Plus and Flattr, which overhauled the service.

Eyeo said the acquisition will allow users to directly fund content they like by browsing the Web without ads or paywalls. Users will be able to pay any Web site they visit with one account. Implemented as a browser extension, the new Flattr aims to save users time by eliminating the process of entering payment data and checking out.

Real-Time Mobile Integration

Oustream video provider Teads announced an integration with mobile TabMo’s mobile creative demand-side platform (DSP) Hawk. The integration will give trading desks, agencies, and advertisers access to Teads’ publishers and inventory on mobile devices around the world through the Hawk Mobile DSP.

Teads’ marketplace includes The Washington Post, Time Inc., The Atlantic, Forbes, Bonnier, Mashable, Slate, Newsweek, The Telegraph, Le Monde and El Pais.

TabMo said Hawk is a mobile programmatic platform that aims to manage the entire purchasing process and distribution of mobile advertising campaigns on mobile devices in real time.

Desktop Data Goes Mobile

Cross Pixel Media, an audience data provider, has partnered with Adbrain, a digital identity firm, to expand desktop audience data to mobile apps. Adbrain was chosen due to its “media-agnostic approach,” allowing its data to be easily integrated with various DSPs.

“Through 2017, we expect to see adoption of the newly created Cross Pixel Mobile In-App audiences grow to become a significant revenue line and material part of Cross Pixel's overall business,” stated Jeffrey Weitman, president and COO of Cross Pixel Media.

Fraud Fighter

Smart AdServer said it entered a partnership with ad verification firm Fraudlogix to help improve monitoring of fake Web traffic, viewability, brand safety, and domain masking. The partnership is part of an ongoing effort to battle ad fraud and improve inventory quality.

You're Certified

Drawbridge said it earned a “verified” certification from Publicis Groupe, which means it’s now included as one of the holding company’s recommended platforms for mobile and cross-device media buying, targeting, and reporting. Drawbridge’s technology will be integrated with multiple verified DSPs.

The digital identity company also said it partnered with Viewbix, an interactive video platform, to offer high-impact creative to clients of its cross-device platform. Drawbridge clients can use  various types of creative ranging from standard interactive and video ads, to couponing, carousel, and microsite executions including store-locator, car-builder, social and rewards sign- up capabilities .

Programmatic Reporting

Ad-Juster, a reconciliation and reporting platform, said it launched a program aimed at optimizing programmatic inventory reporting. By normalizing varying terminology used across programmatic platforms, Ad-Juster hopes to demonstrate savings in ad spend and time for DSPs, ad networks, supply-side platforms, ad exchanges, trading desks, brands, agencies, ad tech platforms and publishers.

“Some publishers aren’t aware that when a dimension terminology works extremely well on one platform, it may be entirely unavailable on another,” stated Matthew Essenburg, CTO at Ad-Juster. “For example, the same advertiser (dimension) might be called a dozen or so different names that do not translate from one platform or ad tech stack to the next. Ad-Juster is positioned in the digital ecosphere to crowd-source and normalize the data sources in order to solve the wasted billions in un-optimized yield.”

The new programmatic reporting solution will include data visualizations, customizable reports, flexible filters, user-friendly dashboards and data delivery and sharing applications.

Cross-Device Data For Advanced TV

Tapad, a cross-screen marketing firm, has partnered with Matter More, a next-gen marketing firm with experience in advanced TV. The partnership aims to merge digital data and audience development expertise to provide a deeper understanding of cross-device marketing campaigns.

“By leveraging our access to rich TV data, we can now measure the actual performance of media across channels,” stated Marshall Wong, SVP of TV at Tapad.