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

PulsePoint, Tremor Video Partner To Expand Arsenal Of Video Inventory

PulsePoint and Tremor Video have entered into a partnership to add additional premium cross-platform and multiplatform video inventory to PulsePoint’s global exchange.

“Video is changing the way brands communicate with consumers and is an increasingly important part of the marketing mix,” stated Sloan Gaon, CEO, PulsePoint. “Our partnership with Tremor Video advances our focus on making ads matter by helping marketers meet their video goals.”  

PulsePoint offers pre-roll, outstream and in-app placements available through Client and Server Side header bidding, as well as through traditional Tags.

Aiming to create a brand-safe environment, supply-side platform Dashbid said it's been verified by the Trustworthy Accountability Group (TAG) and is listed in the TAG Registry. TAG is an industry group that's fighting criminal activity in the digital advertising supply chain.  

The TAG verification builds on Dashbid's offering that gives advertisers the ability to measure audience engagement as well as provide audience segmentations. The  verification follows the company's appointment earlier this year of a grand safety director overseeing its exchange to identify, assess, and remove risks.

Viant has successfully integrated programmatic ad platform Adelphic into its Advertising Cloud. The Viant Advertising Cloud now leverages Adelphic’s self-service programmatic tools.

Viant acquired the mobile and cross-channel DSP Adelphic last quarter.

The partnership allows for stronger deterministic audience targeting, as well as offering clients advanced analytics including purchase history, television viewership and multi-touch attribution measurement tools.

“Since Viant’s acquisition of Adelphic last quarter, we’ve made significant enhancements to the platform in order to provide marketers with globally scaled people-based cross-channel advertising capabilities,” stated Viant co-founder and CEO Tim Vanderhook.

Aiming to combat suspicious Web traffic, Zvelo, a provider of categorization and malicious detection data for Web pages, devices, and Web traffic, launched a page-level traffic dataset. The company said the product enables marketers, ad-tech platforms, and other vendors to gain visibility into the quality (or lack thereof) of ad impressions, down to a specific Web page. The dataset will offer deep insight into page-level traffic.

“Digital ad fraud continues to eat away too much of digital advertising budgets,” stated Cordell BaanHofman, vice president of business development, Zvelo. “As problems with non-human and low-quality traffic continue to rise, it is increasingly critical that businesses have accurate, up-to-date data guiding their decisions about where and how to reach desired audiences.”

Goodway, a company providing programmatic expertise to agencies, has released “Advanced TV: Why Bother? Defining the Advanced TV Landscape and Evaluating its Value for your Media Plan,”  a guide to navigating the programmatic TV space and understanding industry terms and best practices.

“EMarketer projects that 54% of the U.S. population will be watching some digital TV by 2019. It’s no longer an option for marketers to avoid advanced TV. The future of TV watching is here and marketers need to adapt to viewers’ new habits,” stated Jay Friedman, COO, Goodway Group.

“Yet, while mass consumer adoption has happened, we found that marketers are still not quite sure how to navigate the space or why they should," continued Friedman. "We created this guide to help marketers better understand all the confusing advanced TV jargon and categories, as well as to explain the unique benefits advanced TV has over linear TV.”