Viant has been working for years to wipe out fraudulent impressions from bid requests with new tools, said Steven Ohrnstein, SVP, platform automation and analytics at the company.
The Local Media Consortium and Local Media Association recently announced results from their first Branded Content Project, which details how local media approaches and profits from sponsored campaigns.
Kantar's full-funnel, multi-touch approach is intended to teach marketers to focus on brand building, and includes driving consumers to their website, even if the company doesn't support direct-to-consumer brands.
Last week LiveRamp launched assistance for cookieless-based ad inventory, in which third-party cookies cannot be dropped into browsers.
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