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BizReport : Advertising : September 23, 2015

Ad Roundup: Tools use data for better insight

In today's advertising roundup: releases from Pixalate and BrightEdge that offer brands additional insights into both online and mobile data.

by Kristina Knight

First, Pixalate has launched the Mobile Seller Trust Index, an in-app tool that reports on ad inventory, fraud, transparency and location. With mobile now taking about half of the digital ad spend (US), this kind of insight can help mobile brands make better decisions.

"Supply quality measurement in-app mobile ads has become a minefield for buyers. Our study revealed that more than 38 percent of in-app mobile ad inventory is fraudulent leaving buyers in the dark on which ad exchanges are trustworthy," said Jalal Nasir, CEO, Pixalate. "We are very pleased to announce the Mobile Seller Trust Index to help the industry address this problem. The new ground-breaking index will help level the playing field for mobile ad buyers, who want verified data on how each ad platform ranks based on factors such as location and non-human traffic data."

Meanwhile BrightEdge has released content marketing tools Content Atlas and Intelligent Experiences. Content Atlas give brands real time access to content data while Intelligent Experiences combines that content data to real world strategies to better engage with consumers.

"Content marketers today are operating in a hyper-competitive landscape, and to win consumer attention, they need a whole new type of technology. That's why we build on top of the web-wide insights of our Data Cube and the automated decision-making of our Data Quant," said BrightEdge CEO Jim Yu. "If Content Atlas is the 'what' and 'why' for marketing leaders, Intelligent Experiences is the 'how' for practitioners. It's all about driving content performance and these technologies are handing marketers the reins."

Tags: advertising data, BrightEdge, data insights, data tools, mobile marketing, Pixelate

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