Viewability became an official currency for digital ad trading earlier this year, with many advertisers following the Media Rating Council's (MRC) standard of "viewable" of 50% of an ad being in-view for one continuous second (or two continuous seconds in the case of video ads). However, not all in the industry feel the standard is enough, and some companies are attempting to take matters into their own hands.
Cross-device advertising stepped up to the plate in 2014, and ad tech platforms are continuing to gear up their platforms for a cross-device onslaught in 2015 and beyond. Vserv, a mobile ad exchange, is the latest to join the party. What trend or buzzword will appear in 2015, and actually stick the way cross-devicing has?
Silicon Valley may house a disproportionate number of ad tech firms, but Massachusetts is the hotbed state for all things tech and science. That's according to Milken Institute's State Technology and Science Index 2014, released late last week. Massachusetts was followed by Maryland, California, Colorado and Utah.
Programmatic video ad platform Videology on Friday announced the appointment of Tim Castree as managing director, North America. Castree joins the ad tech firm from MediaVest U.S., where he served as chief operating officer. "Real-Time Daily" caught up with Castree to discuss his transition from an agency to an ad tech company and more.
HubSpot, Pardot, Act-On, Marketo and Eloqua have been named "Leaders" in G2 Crowd's latest marketing automation report, called "Grid." The new report, released Thursday, is G2 Crowd's second "Grid" report of the year. The results in the latest report are based on over 2,200 reviews and ratings from users of marketing automation systems. The grid splits the marketing automation systems into four categories: Leaders, High Performers, Niche and Contenders.
For years now, the digital ad industry has claimed that programmatic ad technologies would be applied to more "premium" ad buys; that programmatic would graduate from the real-time bidding of remnant inventory and move on to bigger and better things. This shift seems to be occurring, and it is now fully reflected in projections of the future.
"Programmatic direct" just took the lead against "programmatic native" in the invisible race for oxymoron du jour. The programmatic ad space took a step toward a more direct future by virtue of Rubicon Project's acquisition of two companies that specialize in the space: ShinyAds and iSocket. The industry is not jettisoning real-time bidding, which is still projected to account for a massive clump of total programmatic ad spend, but the focus on applying automation to more "premium" ad buys is clear.
Real-Time Daily spoke with Valentino Volonghi, chief technology officer of AdRoll, a large retargeting firm, about the programmatic ad industry, the tech underneath it all and the growing pool of data that marketers have to work with. Volonghi shares his predictions on the future and puts Big Data into perspective (the Library of Congress has nothing on some of these data pools.)
Deloitte has released its 2014 Technology Fast 500 list, and like last year, programatic ad technology companies are easy to spot. Also like last year, there are several programmatic or ad tech-related companies in the top 100. The Fast 500 ranks the fastest-growing tech companies in North America.
A new quarterly update from Ernst & Young on mergers and acquisitions in the technology space around the globe says that "technology M&A in 3Q14 reached heights of volume and value not seen since the dot com bubble." The report puts the ad tech's busy year in perspective: the flurry of M&A activity we have seen within the programmatic space in recent months is in line with what's happening in the rest of the tech world.