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BizReport : Advertising archives : June 07, 2015

Ad Roundup: Releases, partnership put advertisers in charge of data

In today's advertising roundup the data game is building. Komoona is adding publisher-side RTB options, while Datasift offers up Facebook data and Yahoo adds third party measurement.

by Kristina Knight

First, Yahoo. The internet giant is partnering with third party data hubs to offer accredited reporting of ad viewability and traffic fraud. They are calling it an open environment, saying it offers more transparency across the web.

"We've been investing in viewability and fraud measurement solutions to increase trust between advertisers and publishers for some time now," said Dennis Buchheim, VP of product management at Yahoo. "At Yahoo, we believe advertisers should have the flexibility to verify viewability and fraud levels with the tools of their choice, which is why we're partnering with leading, independent measurement companies to give our customers the confidence they deserve when running campaigns on our inventory and across the web."

And Komoona has launched a publisher-side programmatic buying tool; the RTB Router has been integrated with the major SSPs as well as advertising exchanges. Using the RTB Router, publishers can discover which buyers on which platforms are offering the higher CPMs and then route that impression to the bidder.

"Programmatic buyers are buying the exact same impressions via the different SSPs and exchanges at significantly different rates," said Komoona CEO and Co-Founder Yair Solomon. "This happens for many reasons: the three main ones are the different competition levels on each exchange OR SSP at any given moment, the different user data that flows through each and the optimization strategies that the platforms themselves apply on their own market place."

Meanwhile Datasift and Pulsar have partnered to serve Facebook topic data to advertisers. Through the partnership Pulsar clients will gain access to aggregated content data based on the shared data - topics, brands, events, etc - from Facebook. Datasift is the only platform offering Facebook topic data to date.

Tim Barker, Chief Product Officer, Datasift said, "Our vision at DataSift is to give organizations across the globe the ability to answer business questions, drive the decision-making process, and derive real business value from the huge pool of unstructured data that's now out there. I'm delighted that Pulsar is partnering with us to provide its clients with further insights into what audiences are engaging in on Facebook, in a privacy-safe way."

Image via Shutterstock

Tags: advertising, advertising data, advertising trends, Datasift, Komoona, Yahoo

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