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BizReport : Advertising archives : July 08, 2016

Ad Roundup: Platforms to focus on connection

In today's advertising roundup, a new partnership, an acquisition, and a new release all centered on increasing brands' ability to measure and connect.

by Kristina Knight

First, Integral Ad Science has partnered with Innovid for IAS blocking technology. Through the partnership, businesses will be able to keep ads from being served with questionable content or on pages that are fraudulent.

"Digital advertising fraud is a big problem that haunts the entire ad industry and we believe it's our responsibility to address marketers' concerns in the most seamless way possible," said Ronnie Lavi, SVP of Product at Innovid. "Integrating with IAS allows us to offer marketers a proactive solution to protect campaigns from all types of fraud-while also complying with brand safety standards and geo restrictions-rather than simply report the issues after the fact. This approach will maximize a video campaign's ROI and provide marketers with both full transparency and peace of mind."

And SAP has launched their new commerce solution which includes a promotions engine, customer support and back-office options. Called the SAP Hybris Commerce solution, it is omni-channel and available for both B2B and B2C companies.

"With SAP Hybris Commerce, we're providing a rich shopping experience across multiple platforms, including mobile, that caters to customers around the world and helps us drive sales and increase brand awareness," said Jim Ferolo, vice president of digital and marketing technologies for Maui Jim, a U.S.-based manufacturer of sunglasses. "We connected SAP Hybris Commerce on the front end with SAP ERP on the back end so that when customers place orders online, the software updates and stores customer records, inventory and other information in the ERP system and our on-premise CRM solution."

Meanwhile, Mediaocean has acquired Invision, a cross-device sell-side workflow platform.

"As marketing transforms into multi-screen, IP-based cross media, the futures, spot and real time markets are converging," said Bill Wise, CEO of Mediaocean. "It is crucial for us to provide integrated platforms that bring buyers and sellers closer together in a neutral and open way. We will accelerate automation and reduce inefficiencies. INVISION is a great business by itself, but integrated more tightly into the agency workflow, it's a win-win for agencies and broadcasters."

Tags: advertising, advertising tools, advertising trends, Integral Ad Science, Mediaocean, SAP

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