From a digital and brick-and-mortar perspective, overlaying first-party data with accurate and real-time location data enhances the ability of marketers to serve appropriate creatives at the right time and place. The ad-tech duopoly has fully understood this need.
Fake news, with its tangible effect on our society and general worldview, poses some particularly interesting questions about the role of the ad-tech world. RTBlog conducted a Q/A with Marc Goldberg, CEO of Trust Metrics, to examine the landscape.
The emergence of header bidding, particularly the server-to-server variety, has minimized latency and optimized yield for many digital publishers. We should expect more, however, in terms of the range of ad formats and devices effectively integrating this technique in the near future.
Authenticated customer data in omnichannel marketing is a challenging issue. How does ad tech confront it?
A survey by Yahoo's BrightRoll found 31% of digital media decision-makers polled will reduce spend with programmatic partners whose inventory includes brands associated with fake news. Meanwhile, 43% said they won't change their spend, but will ask for fake news publishers to be blacklisted.
Outgoing MediaPost columnist Bob Garfield characterized three "grave threats" to digital advertising and media, and ad tech was No. 1.
As the Weather Company seeks to leverage its data informed by AI and Watson, it's looking to become more of a platform and less of a publisher. Watson will help it get there.
Marketers face challenges in understanding which data they should use to help them craft audience segments. But addressable TV campaigns aren't really as hard as marketers might think.
Could it be that ad fraud is declining? A new report by the Association of National Advertisers and White Ops indicates that economic losses due to bot fraud are down 10% from the $7.2 billion forecast last year.
Marketers are clamoring for more transparency into the process of buying digital media.. An important part of that is the need for more clarity into the murky process of buying programmatic media. Havas launched a product that it claims enables marketers to track and monitor their programmatic campaigns and fees across DSPs and exchanges in real-time. If true, It's a step in the right direction.