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BizReport : Advertising archives : March 19, 2015

AdRoundup: Programmatic tools amped up

Today's roundup is all about the data tools. Three new partnerships/integrations should make it simpler for brands to use their data to the fullest.

by Kristina Knight

First, BrightRoll is giving advertisers the ability to use Yahoo Audience Ads within their DMP; this gives brands the ability to use programmatic buying practices along with rich Yahoo audience data to engage with consumers across the web.

"Video is a core focus for Yahoo, and since the acquisition, we've been focused on accelerating innovation to bring even greater value to advertisers," said Tod Sacerdoti, BrightRoll founder and CEO. "We recognized an early opportunity to integrate Yahoo's unique data assets into the BrightRoll DSP, and this truly is a game changer. Only a handful of companies in the world have the ability to reach audiences at this scale with this level of consumer insight, however, no other company makes their data available for targeting outside their walled garden of O&O properties."

And DoubleVerify has integrated their Pre-Bid Targeting tools within the AppNexus platform; this should give advertisers the ability to ensure impressions are delivered to brand-safe and viewable places.

"Programmatic buying is a powerful marketing channel when using the right controls," said Matt McLaughlin, COO of DoubleVerify. "With DV pre-bid targeting on AppNexus, buyers can maximize performance by pinpointing high quality impressions, assuring their media investment will have the best opportunity to deliver results."

Finally, Mirror Image and AuriQ have partnered to give brands better access to both online and mobile ad metrics. Through their partnership the PixTracker from Mirror Image will be integrated to AuriQ's Essentia data engine. This will give brands a more holistic way to collect and analyze data.

"Marketers face a big challenge with the vast amount of user activity data they need to analyze today, and they're looking for ways to incorporate new features while improving the performance of that data," Michael Nam, Senior Account Manager, AuriQ. "Our collaboration with Mirror Image will help online and mobile companies improve their competitiveness by driving actionable intelligence, increasing the speed and relevancy of their data, and maximizing efficiency while minimizing costs."

Tags: advertising, advertising tools, AuriQ, BrightRoll, DoubleVerify, programmatic advertising

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