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Viant’s Adelphic acts to solve ad pricing transparency by offering ‘all-you-can-eat’ monthly subscription

Marketers regularly complain about transparency in digital advertising and, this week, Viant’s Adelphic announced a pricing change that it believes solves the problem for a demand-side platform (DSP). What’s new. Instead of charging a percentage of media spend as other DSPs do — typically 10 to 15 percent  — Adelphic will now charge an all-you-can-eat […]...
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IAB Tech Lab releases final version of VAST 4.1 that incorporates ‘unprecedented’ level of feedback

Amit Shetty, senior product director of video & audio of the IAB Tech Lab, made the announcement The Interactive Advertising Bureau (IAB) Tech Lab released final specs Thursday for its digital Video Ad Serving Template (VAST ). VAST 4.1 incorporates what the organization says was an “unprecedented” amount of feedback collected during the public comment period, which […]...
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Here’s what Facebook says about ads and targeting on Portal

As Facebook’s new video-calling devices — Portal and Portal+ — begin shipping Thursday, the company has issued an update for consumers detailing how it will use data collected on the device and what ads they may see there. Essentially, it amounts to a kind of “don’t worry, trust us,” explainer. Much of it was a reiteration […]...
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Invoca can now dynamically update local branch phone numbers

Image from Invoca Suppose you’re a motel chain with lots of franchises across the US. Ad campaigns, search results or web site calls-to-action direct the user to local phone numbers, based on the viewer’s location. In this case, there is no central call center with an 800 number, but a different local number for each […]...
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3 signs it’s time to make the switch to account-based analytics

If someone asked how you track your marketing efforts, how would you respond? Chances are, your answer would sound like a game of martech MadLibs. You’re using Google Analytics, advertising platforms, marketing automation, your CRM and myriad other tools to track, measure and take action on your marketing data. You spend your days building marketing […]...
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The MarTech Minute: Cadent’s addressable TV platform; AdRoll buys Growlabs; more

Martech in Motion Cadent launches addressable TV platform The new Cadent Advanced TV Platform will provide access to 70 million addressable households through cable, network and OTT supply relationships. Using the integrated TV data ecosystem, advertisers can build custom target audiences using first-, second-, or third-party data that are anonymously matched to addressable households in […]...
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TAG-certified ad channels shown to reduce invalid traffic by more than 80 percent, again

Digital advertising fraud from invalid traffic was reduced by more than 84 percent in Trustworthy Accountability Group (TAG) distribution channels this year, compared to the industry standard. That’s according to the latest annual report by ad infrastructure consultancy The 614 Group, a followup to the initial analysis released last year at this time, which found […]...
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Hooked on a feeling: The forgotten factor in online advertising

If there’s anything the recent past has reminded us, it’s that feelings still trump considered thought. This is also true for advertising, but not in the way you might think. The marriage of ad and tech has brought some amazing advances. But as we move to the future, does that mean we’re also doomed to […]...
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