programmatic | Street Fight

Street Fight Daily: Google Hit With Location-Tracking Lawsuit, What to Know Before Shifting Programmatic to Mobile

Joseph Zappa

Street Fight Daily: Google Hit With Location-Tracking Lawsuit, What to Know Before Shifting Programmatic to Mobile

TODAY IN LOCAL & DIGITAL MARKETING… Google Sued for Allegedly Tracking Phone User Locations Regardless of Privacy Settings… Dstillery Launches Data Visualization Tool Dscover Maps, Fueled by Quality Audience Profiles… What to Know Before Shifting Your Programmatic Budget to Mobile…

ZypMedia Opens Up Programmatic Video for Local Advertisers, Focusing on OTT

Anna Kramer

ZypMedia Opens Up Programmatic Video for Local Advertisers, Focusing on OTT

For local advertisers looking to access cutting-edge marketing technology, programmatic advertising company ZypMedia promises the full package. Over the last year, the company has set its sights on OTT, which has garnered strong interest from both local advertisers and publishers hoping to capture the attention of streamers.

Local News Publishers Still Mired in Ad Fraud, New Pixalate Data Shows

Tom Grubisich

Local News Publishers Still Mired in Ad Fraud, New Pixalate Data Shows

According to new research from Pixalate, a cross-channel fraud intelligence company that works with brands and platforms to prevent ad fraud and improve ad inventory quality, about a quarter of all smartphone app video and smartphone app display activity is “invalid traffic” (the technical term for what is largely fraud).

Report: 34% of Ad Impressions Placed on Low-Quality Sites

Stephanie Miles

Report: 34% of Ad Impressions Placed on Low-Quality Sites

Reputable brands have pushed back hard against having their ads appear alongside content that goes against their values—for example, advertising running alongside articles or videos about how to complete the Tide PODS challenge—but Gartner L2’s research shows that the pushback hasn’t been effective enough, and the industry still has work to do.

Street Fight Daily: Programmatic Comes to Audio, Publishers See Increase in Direct Traffic

Joseph Zappa

Street Fight Daily: Programmatic Comes to Audio, Publishers See Increase in Direct Traffic

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… DoubleClick Bid Manager Opens Up Digital Audio Ad Buying Globally… In the Post-Facebook Era, Publishers See Rise in Direct Traffic… Mobile App Header Bidding Expands Monetization Opportunities for Publishers…

Sophistication, Efficiency, Control: Unlocking the Future of Programmatic Direct for App Publishers and Advertisers

Kevin Arrix

Sophistication, Efficiency, Control: Unlocking the Future of Programmatic Direct for App Publishers and Advertisers

As it splits the difference between real-time bidding and totally manual ad-buy systems, programmatic direct allows publishers and advertisers to create specific agreements around how the process will work. It guarantees protected inventory and premium placements without requiring much in the way of hands-on operation.

inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy

Stephanie Miles

inMarket Expands Audiences Segmenting Product in Bid to Fix Programmatic Location Accuracy

In-store advertising vendor inMarket is expanding its offerings to agency trading desks this morning, with the announcement that it’s opening up its Audiences segmenting product as a self-service solution. Beginning today, agency bid desks will be able to use inMarket’s reservoir of first-party location data to enable hyperlocal targeting.

Frankly Launches Audience Targeting Platform for Local Sales Teams

Stephanie Miles

Frankly Launches Audience Targeting Platform for Local Sales Teams

Local media companies are getting a new way to scale their digital campaigns and more precisely target audience segments. Programmatic ad-buying platform Frankly has announced the launch of an audience extension solution, which expands the number of ways and places where local publishers can reach defined audiences.

xAd Introduces Pay-for-Performance Model, Guaranteeing Offline Store Visits

Joao-Pierre Ruth

xAd Introduces Pay-for-Performance Model, Guaranteeing Offline Store Visits

Location intelligence company xAd today launched a new media buying model called “Cost Per Visit,” which is intended to ensure offline visits at stores by customers — and offer better ROI for brands. Marketers who use “Cost Per Visit” only pay when targeted customers physically go to a store after seeing a mobile ad.

5 Tools for Buying Local Ads in National Publications

Stephanie Miles

5 Tools for Buying Local Ads in National Publications

By placing localized ads in national publications, smaller businesses and national chains with physical locations can cut down on wasted spending and ensure their ads are only being seen by consumers in the markets they serve. At the same time, these businesses are getting access to high-quality publications for a tiny fraction of the typical cost.