Channel: Martech: Advertising

IAB Tech Lab releases new specs for ad seller transparency: Sellers.json and SupplyChain object

Two new specs aimed at addressing ad fraud and increasing transparency from the buy-side of the digital advertising ecosystem are out for public comment from the IAB Tech Lab: Sellers.json and the OpenRTB SupplyChain object. The 30-day public comment period ends May 10. What is OpenRTB SupplyChain object? The SupplyChain object will show buyers all …

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Digital out-of-home advertising is fracturing into many channels

Digital out-of-home advertising is evolving so far beyond just being video billboards that, like mobile, the channel category may soon split into multiple channels. ‘A canvas’ for a new generation For Gregg Witt, chief strategy officer at youth-oriented marketing agency Engage Youth, outdoor digital screens can be seen as an extension of social media. There …

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IAB Tech Lab releases final version of app-ads.txt to fight mobile app fraud

IAB Tech Lab’s has released the final version of its app-ads.txt (Authorized Sellers for Apps) specifications. An extension of IAB Tech Lab’s ads.txt file, the app-ads.txt support apps distributed through mobile and OTT app stores. Why you should care The app-ads.txt enables apps to take advantage of ads.txt protocol by linking their app store listings …

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Verizon Media replaces Flurry Ads with new Verizon Ads SDK

Verizon Media is replacing Flurry Monetization and ONE Mobile SDK with a new Verizon Ads SDK.  The company says the new SDK has been designed to support “publisher SDK size and extensibility needs,” offering app developers a simplified way to access Verizon Media’s monetization opportunities. Why you should care The new Verizon Ads SDK aims …

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IgnitionOne now uses AI to predict a display ad’s performance – before it runs

Marketers test a variety of factors for their ad campaigns, but one of the most difficult to test is the creative. It’s challenging to determine if this photo, or this design, or this script is more effective than another, since individuals have as many different reactions as they have to, say, one movie compared to …

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LiveRamp makes its IdentityLink available for RTB

LiveRamp’s IdentityLink visualization Identity resolution provider LiveRamp is now making its IdentityLink available for real-time bidding (RTB) on any demand-side platforms (DSPs). IdentityLink provides an anonymous identifier that pinpoints a specific individual across multiple devices and channels, including offline. With IdentityLink as part of their targeting data, LiveRamp said, advertisers can limit their advertising frequency …

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Eyelevel.ai launches contextual ad platform for chatbots

A San Francisco-based startup is out today with a native conversational marketing platform that it says offers a unique delivery of contextual conversational ads. Eyelevel.ai’s platform is compatible with Facebook Messenger, other messaging apps like Line and Telegram, SMS, mobile web and Android/iOS apps. In a typical use case, the user is interacting with a …

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What marketers should know about Hulu’s new ‘pause’ ads

A few weeks ago, media platform Hulu unveiled a new “non-intrusive, viewer-initiated” ad unit that plays when viewers pause the show they’re watching. Hulu is currently testing the ad with Coca-Cola and Charmin, and expects to make it generally available for select content by next quarter. The availability of this type of ad is the clearest …

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Lucidity’s new report shows a successful field test for blockchain-based ad optimization

Impression and click match rates for mid-campaign optimization away from “discrepant” sources, per the Lucidity report. Blockchain and reality joined forces this week, as startup Lucidity offered some of the first stats backing the dreams that blockchain can make digital advertising more transparent and less wasteful. The Marina Del Rey, Calif.-based firm has released a …

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Adjust unveils a new standard to combat fraudulent ad clicks

Berlin-based mobile measurement firm Adjust released a new standard for combating mobile click fraud this week. Called Click Validation Through Proof of Impression, it is built around a basic principle: every mobile ad click in an app or on a mobile web page should be directly connected to the display — that is, the impression …

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Know your options: Identity resolution beyond the walled gardens

The first rule of business is “know your customer.” But, these days, it’s also one of the most difficult problems for brands. The big walled gardens — Facebook, Google and Amazon — have a kind of identity resolution nirvana. They can approach each user as a single identity, since those users are usually logged on. …

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Anti-fraud tool Ads.txt looks vulnerable in botnet scam revelation

Third-party measurement and authentication company DoubleVerify announced Thursday that it identified an exploit in Ads.txt, giving way to concern over the effectiveness of the industry-accepted fraud-fighting tool for programmatic ad buying and selling. DoubleVerify estimated that had the exploit not been detected, the scammers could have diverted between $70 million and $80 million of advertisers’ spending …

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