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BizReport : Advertising archives : November 17, 2016

Ad Roundup: Partnerships and a new release

In today's advertising roundup, a new SnapChat-like ad unit, and two partnerships that may help businesses better connect with consumers.

by Kristina Knight

First, PushSpring has partnered with Cuebiq to include both mobile location and app graph data in their Audience Console tool.

"Accessing the combined power of Cuebiq and PushSpring datasets allows marketers to immediately create precise custom segments and quickly activate with their DSP of choice, all within PushSpring's Audience Console," says Matt Wong, PushSpring's VP of Sales. "This is the first time location and app graph data can be easily accessed, at scale, to create the most relevant custom audiences for marketers."

Meanwhile, Exponential has launched a new ad unit that works much like social platform SnapChat. The ad unit allows brands to create facial overlays for both in-stream and display ads.

"With more and more interactive ad experiences penetrating the market and webcam adoption at almost 80%, Exponential is excited to unveil the VDX Face Filter. Whether the goal is to engage and interact with an audience or forge a stronger bond between a product and a prospective buyer, Exponential is the first to offer a scalable augmented reality solution," said Ittai Shiu, VP, creative strategy, Exponential.

And Tapad and LiveRamp have expanded their partnership; through the expansion Tapad's Device Graph tool will be available outside of direct Tapad integrations.

"During the past year, Tapad has expanded its global presence and rapidly grown its data business - Tapad Coral - doubling the number of companies integrating our device graph into their platforms and growing our annualized run rate by 210%," said Pierre Martensson, GM of Tapad Coral and APAC. "Our expanded partnership with LiveRamp positions us to meet the increased demand for Tapad Device Graph Access and enable new platforms to apply our graph with unprecedented speed."

Tags: advertising, advertising data, Exponential, PushSpring, Tapad, tools

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