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Channel: Martech: Advertising

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

13 Oct

IAB Tech Lab issues first software: A universal SDK for viewability

The struggle over ad viewability has been compounded by the different kinds of data available. To help remove that variable about ad display, the Interactive Advertising Bureau (IAB) Tech Lab has released in limited beta an Open Measurement software development kit (SDK) that it hopes will become the standard for

03 Oct

Fraudsters don’t sleep, no matter who owns the tools to fight them

The ad tech space is consolidating. Fueled by competitive pressure from the likes of Facebook and Google, independent point solutions are being swept up into larger streamlined offerings that can compete with the tech giants in providing quality inventory at scale. While evidence of this trend can be found in

27 Sep

Spotify launches self-serve platform for audio ad campaigns

Spotify has launched what it says is the first self-serve platform for marketers to set up and manage audio ad campaigns. Advertisers can choose to upload preproduced ads or upload a script and have Spotify create ads with background music and voiceover in the new Spotify Ad Studio platform. Advertisers also provide