Ad Tech Product and Partnership News Week of

Photobucket Joins Cuebiq’s Publisher Network

Location data provider Cuebiq has partnered with photo-sharing platform Photobucket, with Photobucket gaining access to Cuebiq’s location data troves.

“Utilizing new data points that will be available for us by Cuebiq will help us better understand how our users interact with our apps," stated John Corpus, CEO of Photobucket.

Photobucket joins over 180 other publishers in Cuebiq’s network, with a total of more than 61 million monthly active users. Photobucket’s 100 million registered members will further grow Cuebiq’s location data stores.

TabMo Opens North American Offices

TabMo, a French mobile demand-side platform (DSP), has made its programmatic mobile platform, Hawk, available to North American advertisers and agencies.

advertisement

advertisement

The company’s North American launch includes opening new offices in New York, Chicago and Los Angeles, as well as the hire of Leroy Holland, who will serve as managing director U.S., overseeing TabMo’s growth and client relationships in the U.S. market.

“As marketers continue to pursue their audiences in these unique environments, they’ll need technology that is built around mobile devices and delivery,” stated Holland. “The current desktop DSPs, while they have scale, are not meeting advertisers’ cross-device needs, and as a result, will not last in a mobile-dominant media landscape.”


Datorama
Launches AI-Powered Capability To Speed Up Discovery Of Marketing Insights

Marketing intelligence company Datorama has launched Datorama Genius, an artificial intelligence capability to automate the process for marketers receiving marketing insights.

With Datorama Genius, marketers can 1) get deeper insights and optimization paths from their data, which is also informed by hundreds of other data sources; 2) automate the insight discovery process, beyond the traditional data points that are available through common platforms; 3) create visualizations and natural language explanations of marketing insights, and get Datorama Genius to learn from user interactions; and 4) choose the key performance indicators that are of particular importance to the campaign in question.

Eyeota, Treasure Data Partner To Enhance Audience Data Segments

Audience data company Eyeota has partnered with Treasure Data, a customer data platform, to offer its audience data segments to an expanded set of clients across the globe.

Eyeota’s data will be integrated into Treasure Data’s customer data platform, allowing brands to leverage the combination of first- and third-party data.

“Treasure Data’s capabilities to collect, unify and act on first-party data, enriched by Eyeota’s 3.5 billion unique profiles, will empower marketers to improve their targeting," stated Hiro Yoshikawa, CEO of Treasure Data.

Thunder Taps Huffman To Lead Southern States Sales Push

Creative management platform Thunder has hired John Huffman to serve as sales director. Based in Dallas, Huffman will cover Texas and the surrounding states, building Thunder’s client base.

Huffman previously worked at major programmatic firms including Adobe, Quantcast, Rocket Fuel and Yahoo!.

Source: Media Post Mobile

Ad Tech Product and Partnership News Week of

AdRoll Launches B2B Marketing Solution

AdRoll, a performance marketing platform, said it was making AdRoll ABM (account-based marketing) publicly available. AdRoll ABM is a personalized digital marketing solution for business-to-business (B2B) companies.

With AdRoll ABM, marketers can target key accounts and create dynamic ads on a 1:1 scale using CRM data. Marketers using AdRoll ABM are able to connect the entire B2B customer journey, including online and offline data points, by integrating with CRM and marketing automation solutions.

AdRoll ABM also uses AdRoll IntentMap data, which identifies potential customers who look and act like current customers.

VertaMedia Partners With Fraudlogix To Bolster Battle With Ad Fraud

VertaMedia, a video monetization platform, has partnered with Fraudlogix, an ad fraud detection and verification company, to monitor brand safety, domain masking and viewability.

advertisement

advertisement

Through an API integration, VertaMedia can continually update its platform with Fraudlogix’s data.

"Our supply-side-focused solutions allow our clients to monitor all traffic and identify and block the sources of low-quality impressions," stated Fraudlogix CEO Hagai Shechter.

Conversion Logic Appoints Three C-Level Executives

Unified marketing analytics platform Conversion Logic announced the appointment of three C-level executives.

Co-founder Alison Lohse will serve as chief strategy officer, Alexander Loeffler will be chief operating officer and Juan Suarez joins Conversion Logic as vice president of customer success.

The expansion of the leadership team comes after the company recently closed a $9 million Series A funding round, and added Fortune 500 clients.

“Conversion Logic has had an extremely strong start to 2017, with a quarterly revenue increase of 263% from the same period in 2016. These appointments will help us reach our short- and long-term goals,” stated Brian Baumgart, CEO of Conversion Logic.

DOmedia Partners With Rubicon Project To Sell OOH Media Programmatically

Out-of-home marketing platform DOmedia has announced a partnership with Rubicon Project through which DOmedia offers OOH vendors the ability to sell their media placements programmatically.

DOmedia will integrate its OOH technology with Rubicon Project’s “omnichannel” exchange, making inventory available to advertisers through various demand-side platforms and trading desks.

“We know not every vendor is ready to be fully programmatic, but the entire industry is definitely telling us they want to stop spending time on things like data transcription to focus on work that shows advertisers the value of OOH,” stated Ken Sahlin, CEO of DOmedia.

Mobfox Launches Data-Driven Private Marketplace For Mobile Ads

Matomy announced the launch of Mobfox’s premium private marketplace (PMP). Through the new data-driven PMP, Mobfox clients can buy traffic from specific audience segments across mobile devices.

Combining first-part data from suppliers and from Mobfox’s data partnerships, publishers have the opportunity to more effectively control their audience segmentation.

“The market is transitioning from traditional RTB buying to data-driven media buying. We're taking media buying to the next level by providing our partners with the ability to acquire audiences in customized deals across all formats, including video,” stated Kumaran Sambandam, VP Mobfox Exchange. “Following our recent partnership with Factual, providing our media buyers with better segmentation at scale is the next step in becoming a leading data-driven mobile company."

Tapad, Resonate Partner To Deepen Understanding Of Mobile App Audiences

Cross-device marketing ad tech company Tapad has joined forces with Resonate, a real-time consumer intelligence and activation software-as-a-service platform. Resonate, through the partnership, will have access to Tapad’s Device Graph, giving its mobile app brand clients insights into their consumers’ beliefs, values, motivations and purchase drivers.

Resonate’s Identity Service will connect mobile IDs to Resonate IDs for reporting both in-platform and out of platform insights.

"Resonate is not just answering the question of 'how' consumers are making purchases, but also tackling the more difficult question of 'why' they make certain buying decisions to best inform mobile brands about their audiences," stated Pierre Martensson, SVP and general manager of Tapad's global data division.

Source: Media Post Mobile

Ad-tech Product and Partnership News Week of April 24

Rubicon Project Partners With TouchTunes For Private Marketplace

Ad exchange Rubicon Project said it partnered with in-venue interactive music platform TouchTunes to make its out-of-home audience available programmatically for real-time buying in a private marketplace.

Rubicon said TouchTunes advertisers will be able to use the music and entertainment provider’s own data to target consumers by specific geography, time of day, music genre, venue type, and language.

Rubicon said available inventory includes 15- and 30-second video and static ads on TouchTunes’ Digital Jukebox. TouchTunes has 38 million unique visitors and is available in more than 60,000 social venues.

Acxiom Partners With DataXpand To Enhance Spanish-Speaking Audience Segments

Acxiom and DataXpand have announced a partnership to launch Acxiom’s Latin America, Spain and U.S. Hispanic digital audiences. Acxiom clients can access data on interests, internet behavior and demographics to more accurately market to a Spanish-speaking audience around the world.

advertisement

advertisement

“With U.S. Hispanic purchasing power estimated to reach $1.7 trillion in 2017, digital and mobile advertising spend slated to top $20.5 billion in Latin America by 2019, and household per capita consumption expenditure approaching $17,000 in Spain, these markets present enormous opportunity for marketers,” stated Marc Fanelli, audience solutions group vice president at Acxiom. “As a result of this collaboration with DataXpand, Acxiom clients can now reach more than 250 million additional online users, including more than 150 million across 18 countries in the LATAM region.”

Tremor Video Announces 70 New Premium Publishers On Its SSP

Tremor Video announced the onboarding of 70 premium publishers onto its supply-side platform (SSP) in the first quarter of 2017. The new clients include: AMC Networks, Billboard, Uproxx Media Group, Salon Media Group, Gameloft, Give Me Sport UK, Immersv and Xumo.

The platform offers real-time analytics and a flexible architecture platform.

“With so much of our users connecting in-app, we needed a partner who understands mobile and could easily monetize our inventory effectively,” stated CRO of The Meet Group, Bill Alena. “Tremor Video’s SSP tech stack offers customized real-time reporting and delivers the speed, control, and flexibility we needed.”

Grapeshot, Screen6 Partner To Enhance Cross-Device Audience Segmentation

Grapeshot has partnered with Screen6, a cross-device identification management company, to offer clients a deeper understanding of individuals across various devices. By incorporating Grapeshot’s WorldRank technology and its Live Context Marketing Engine, Screen6 is able to deliver enhanced audience segmentation to its clients.

Screen6 said it it keeps its clients’ device graphs siloed from other clients, ensuring that proprietary datasets remain secure. Using Grapeshot’s keyword technology and language-based capabilities, Screen6 will offer clients the ability to aggregate and contextualize audience segments.

“With the proliferation of devices and the growth of mobile, having a cross-device ID technology that integrates language-based categorization will allow for advertisers to better identify and target their audience across screens, publishers to better monetize their traffic, and platforms to more easily integrate Grapeshot’s keyword targeting capabilities,” stated Keith Petri, chief strategy officer (U.S.) at Screen6.

SITO Promotes Jon Lowen To Chief Operating Officer

Lowen was previously SITO's executive vice president of operations and product development. Prior to SITO, Lowen was head of operations at DoubleVision and COO at Outdoor Hub, now called the Carbon Media Group.

AdLarge Media Restructures Digital Team

Digital audio sales and content firm AdLarge Media said it restructured its digital team.

Ilwira Marciszek was promoted to vice president of digital sales strategy from director of ad operations and will develop the company’s digital sales strategy, working closely with Chief Revenue Officer Don Wachsmith. Stephanie Vance rises to vice president of digital content from director of revenue planning & Development to lead the growth and management of AdLarge’s digital content portfolio

Donelle Brown is elevated to vice president of marketing and client solutions from director of marketing solutions. In her new post, she'll work with AdLarge’s sales team and content partners, while also serving as digital talent liaison and coordinating content brand management. Rebecca Lam was promoted to manager of digital ad operations from digital operations coordinator; she’ll oversee and manage digital ad campaigns.

Source: Media Post Social