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Channel: Martech: Advertising

10 Feb

IAB’s first publication on blockchain in advertising paints an optimi…

In a sign that blockchain is picking up steam as a solution to some of digital advertising’s biggest problems, the Interactive Advertising Bureau (IAB) released this week its first publication on the topic. The white paper, “Blockchain for Video Advertising: A Market Snapshot of Publisher & Buyer Uses Cases,” surveys

07 Feb

Quora adds more contextual & behavioral ad-targeting options

Quora launched its ad platform in 2017 with topic targeting. Now, the question-and-answer network is expanding its ad targeting offerings. Quora announced Monday more options for behavioral and contextual targeting to either narrow or widen audience targets. Behavioral (people-based) targeting Last summer, Quora introduced website retargeting to the platform. Now it’s

03 Feb

With 54% of comScore 1000 publishers adopting ads.txt, OpenX says it …

New numbers from ad exchange OpenX further point to deepening adoption of ads.txt and changing programmatic practices. OpenX reports that 54 percent of the comScore 1000 had implemented ads.txt on their sites by mid-January. That’s up from 7 percent in August, when ads.txt adoption was slow to scale. The analysis by

13 Jan

IAB Tech Lab releases OpenDirect 2.0 and OpenData 1.0

The Interactive Advertising Bureau (IAB) Tech Lab is out this week with two new specs: version 2.0 of its OpenDirect spec for automated guaranteed buying and selling of ads and the first OpenData spec for reporting campaign performance metrics. OpenDirect offers standards for ad transactions directly between a publisher and

17 Dec

MetaX sets up Ads.txt Plus as an application on its blockchain-based …

Step by step, the Interactive Advertising Bureau’s (IAB) ads.txt initiative is being utilized by publishers. The idea is that this text file, when made available on a publisher’s website, tells advertisers which exchanges or other sellers have the right to represent that publisher’s ad inventory. Faked inventory has been a

16 Dec

Ad consortium based around LiveRamp’s IdentityLink boosts membership

In May, data onboarder LiveRamp announced the launch of an open digital ad consortium that would utilize a single cookie linked back to its IdentityLink ID. This week, the Advertising ID Consortium announced the addition of 16 other demand- and supply-side members, including Videology, Kargo, Adform, AerServ, Amobee, DataXu, IgnitionOne,

01 Dec

Here’s a case of huge inventory fraud that ads.txt could vanquish

A recently discovered inventory fraud is a massive lesson in why publishers should adopt the Interactive Advertising Bureau’s (IAB) ads.txt. initiative. Recently, Adform published a white paper describing how it discovered this “domain spoofing” fraud, which it called “one of the largest botnets to ever hit digital advertising” — about

18 Nov

Receptiv launches first mobile web video ad format built for user exp…

Formerly known as MediaBrix, mobile marketer Receptiv decided about a year ago to focus entirely on in-app video ads. Its lineup had previously also included in-app display and rich media ads. This week, the New York City-based firm is moving into mobile web, launching a new video ad format that it says

28 Oct

Audi campaign on UK digital billboards tracks traffic and weather

You may still be thinking of billboards as big, static signs. If so, time to reboot that vision, because they are becoming giant screens that respond to their environment. The latest case in point: a campaign in the UK for Audi. Developed by creative agency BBH and digital-out-of-home production shop

25 Oct

Study: Ads in VR see higher recall, more memorable than conventional …

YuMe, together with Isobar Marketing Intelligence and others, have released study results that highlight the promise of advertising in virtual reality (VR). The research, which involved just under 60 VR gamers, measured and compared three different ad formats: static banner ads, pre-roll video and 3D branded objects. Participants were surveyed but also