Ad-Tech Product And Partnership News: Week Of May 15

AdRoll Launches B2B Marketing Solution

AdRoll, a performance marketing platform, said it was making AdRoll ABM (account-based marketing) publicly available. AdRoll ABM is a personalized digital marketing solution for business-to-business (B2B) companies.

With AdRoll ABM, marketers can target key accounts and create dynamic ads on a 1:1 scale using CRM data. Marketers using AdRoll ABM are able to connect the entire B2B customer journey, including online and offline data points, by integrating with CRM and marketing automation solutions.

AdRoll ABM also uses AdRoll IntentMap data, which identifies potential customers who look and act like current customers.

VertaMedia Partners With Fraudlogix To Bolster Battle With Ad Fraud

VertaMedia, a video monetization platform, has partnered with Fraudlogix, an ad fraud detection and verification company, to monitor brand safety, domain masking and viewability.

Through an API integration, VertaMedia can continually update its platform with Fraudlogix’s data.

"Our supply-side-focused solutions allow our clients to monitor all traffic and identify and block the sources of low-quality impressions," stated Fraudlogix CEO Hagai Shechter.

Conversion Logic Appoints Three C-Level Executives

Unified marketing analytics platform Conversion Logic announced the appointment of three C-level executives.

Co-founder Alison Lohse will serve as chief strategy officer, Alexander Loeffler will be chief operating officer and Juan Suarez joins Conversion Logic as vice president of customer success.

The expansion of the leadership team comes after the company recently closed a $9 million Series A funding round, and added Fortune 500 clients.

“Conversion Logic has had an extremely strong start to 2017, with a quarterly revenue increase of 263% from the same period in 2016. These appointments will help us reach our short- and long-term goals,” stated Brian Baumgart, CEO of Conversion Logic.

DOmedia Partners With Rubicon Project To Sell OOH Media Programmatically

Out-of-home marketing platform DOmedia has announced a partnership with Rubicon Project through which DOmedia offers OOH vendors the ability to sell their media placements programmatically.

DOmedia will integrate its OOH technology with Rubicon Project’s “omnichannel” exchange, making inventory available to advertisers through various demand-side platforms and trading desks.

“We know not every vendor is ready to be fully programmatic, but the entire industry is definitely telling us they want to stop spending time on things like data transcription to focus on work that shows advertisers the value of OOH,” stated Ken Sahlin, CEO of DOmedia.

Mobfox Launches Data-Driven Private Marketplace For Mobile Ads

Matomy announced the launch of Mobfox’s premium private marketplace (PMP). Through the new data-driven PMP, Mobfox clients can buy traffic from specific audience segments across mobile devices.

Combining first-part data from suppliers and from Mobfox’s data partnerships, publishers have the opportunity to more effectively control their audience segmentation.

“The market is transitioning from traditional RTB buying to data-driven media buying. We're taking media buying to the next level by providing our partners with the ability to acquire audiences in customized deals across all formats, including video,” stated Kumaran Sambandam, VP Mobfox Exchange. “Following our recent partnership with Factual, providing our media buyers with better segmentation at scale is the next step in becoming a leading data-driven mobile company."

Tapad, Resonate Partner To Deepen Understanding Of Mobile App Audiences

Cross-device marketing ad tech company Tapad has joined forces with Resonate, a real-time consumer intelligence and activation software-as-a-service  platform. Resonate, through the partnership, will have access to Tapad’s Device Graph, giving its mobile app brand clients insights into their consumers’ beliefs, values, motivations and purchase drivers.

Resonate’s Identity Service will connect mobile IDs to Resonate IDs for reporting both in-platform and out of platform insights.

"Resonate is not just answering the question of 'how' consumers are making purchases, but also tackling the more difficult question of 'why' they make certain buying decisions to best inform mobile brands about their audiences," stated Pierre Martensson, SVP and general manager of Tapad's global data division.

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