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BizReport : Advertising archives : April 30, 2015

Ad Roundup: New video tools, cross-device options

In today's advertising roundup: new mobile video options, a partnership for social media data and another which should strengthen brands' targeting abilities.

by Kristina Knight

First, BrightRoll is adding on to their mobile video suite. Through the upgrade advertisers can now verify audience delivery and compare engagement across devices. The platform is also giving brands scale, connecting brands with proprietary data, targeting and multiple KPIs.

"Mobile advertising has experienced impressive growth, but the majority of marketers are still uncertain about how to execute and verify the effectiveness of their mobile video campaigns," said Tod Sacerdoti, CEO and founder, BrightRoll. "Mobile has always been an important area of focus for us, and we are doubling-down on our efforts to give advertisers the ability to measure performance across the breadth of devices to better understand their target audiences and effectively spend marketing dollars."

Meanwhile Local Corporation has tapped Rocket Fuel to power their programmatic media buying options. Through the agreement Local will use the Audience Accelerator TM Ad Seller hub to deliver audience extension and retargeting campaigns.

"We worked with Local Corporation to create a solution that addresses its data-management needs and to help the company achieve its revenue objectives," said Paul Wenz, general manager for Audience Accelerator, Rocket Fuel. "With our integrated self-serve audience extension hub with DMP and DSP capabilities, Local Corporation can meet the demand for access to its data on the exchanges, as well as create custom extension programs in conjunction with its owned and operated properties. By using our platform, now has the ability to extend and scale any size campaign for even the most niche audiences."

Finally, Adaptly and SapientNitro are partnering; through their agreement Adaptly will become Sapient's social ad tech partner for North America. The partnership should offer richer social media data to users.

"Paid social media advertising is at the top of our clients' priority list," says Sean Black, North American Director of Innovation and Strategic Partnerships at SapientNitro. "These growing autonomous marketing platforms address our most critical needs, and deliver the right combination of precise targeting and massive audience scale. Adaptly's enabling technology is the industry standard and its well-established relationships as an API partner to Facebook, Twitter, and Kik will help us optimize our media performance and mount more effective social advertising campaigns."

Image via Shutterstock

Tags: Adaptly, advertising, BrightRoll, ecommerce, mobile marketing, Rocket Fuel, video marketing

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