Captivate and Hivestack Partner to Expand Programmatic DOOH Ads

Location-based digital video network Captivate and location-based mar tech company Hivestack are teaming up to expand access to programmatic digital out-of-home ads, the companies announced.

Hivestack’s marketplace and ad exchange will allow customers to buy video inventory on Captivate, which will bring engaging video ads to offices across North America. Captivate offers a professional audience of particularly high interest to marketers.

Programmatic OOH Is Real. Why Isn’t Your Agency Using It More?

The ad tech industry’s state of flux and disarray spurs confusion and buyer skepticism of real innovation. This is particularly prevalent in rapidly evolving areas like programmatic that also contend with existing legacy trust issues. I come across this every day, as there seems to be a persistent rumor that programmatic Out of Home (OOH) is “fake,” and that, when looking under the hood, programmatic OOH is merely an automated process for reserving and purchasing inventory. This misconception results in missed opportunities for marketers.

Location Is an Underused Data Layer for Brands Seeking Better ROI

In 2019, we are just scratching the surface of location data’s potential for improving the ROI of advertising and marketing. As we approach the next decade, location intelligence will be a major factor in determining which brands thrive and exist in the many years to come and which ones fall by the wayside by not taking their data seriously enough.

Why Ad Tech Needs to Shift Toward a Managed-Service Model

Alexandra Theriault: The expense of in-housing and the programmatic talent shortage are long-term issues. Currently, in-housing runs contrary to the general trend of reliance on outsourcing and on-demand technologies (like SAAS) that allow businesses to focus on their core competencies instead of wasting resources on peripheral concerns. That’s why, although it might seem like the market is going to a self-service model, for many marketers it’s not the most practical or efficient option.

Digital Ad Trends to Watch in 2019, Mobile to Account for 71% of Digital Ad Spend

Programmatic SSP Pubmatic released on Tuesday morning an elaborate report detailing digital ad trends to watch in 2019. The highlights include a look into how mobile, video, and of course programmatic itself will continue to evolve in the coming year, reshaping the way brands reach customers.

Street Fight Daily: Facebook May Have Knowingly Inflated Video Metrics, Programmatic Prices Rise

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Facebook May Have Knowingly Inflated Its Video Metrics for Over a Year… No Wallet, No Problem. Yombu Scans Your Fingerprint for Payments, Loyalty Rewards… First-Price Auctions Are Driving Up Ad Prices…

Three Takeaways From DMEXCO 2018: Top Concerns in Digital Marketing

From brands to vendors to publishers, DMEXCO is a good bellwether to consider when trying to understand where things are headed. Brands taking control, data quality, and publishers getting smarter about data are key topics I kept hearing about—and for good reason.

Causal IQ Reimagines Role of Programmatic Solutions Provider, Leveraging Intimate Influencers

Since its launch, Causal IQ has worked quickly to reimagine the role that programmatic solutions providers play in today’s environment. That involves using data and relying heavily on “everyday influencers”—like parents, colleagues, and friends—to authentically reach consumers in target markets.

Boosted by Fresh Funding, PebblePost Gives Snail Mail a Programmatic Upgrade

Programmatic in the digital world promises marketers the right person and message at the right time and price. “We’re taking that technology, and then applying it not to re-serving digital ads through a DSP, but serving ads into a consumer’s mailbox,” said PebblePost Chief Growth Officer Geoff Dodge.

Emodo Supply Offers First Carrier-Verified Data for Programmatic Advertising

In what the company is touting as a breakthrough for the programmatic advertising industry, a new service will use carrier data to verify the accuracy of mobile data at the supply level. Called Emodo Supply, the product will be offered by telecom giant Ericsson’s mobile advertising platform in partnership with programmatic trading company Axonix.

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

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

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

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: Facebook Releases Slew of Local Features, Here Challenges Google Maps

TODAY IN LOCAL & DIGITAL MARKETING… Facebook Announces Slew of Changes to Boost Local Businesses… Here Attacks Google Maps with New Freemium Website Plan… Alexa Users Are Reportedly Not Buying Anything with Their Voice…

Cedato Releases Contextual Programmatic Video Targeting Tool For the GDPR Era

The machine learning-based tool, branded as Contextual Lookalike Targeting technology, relies on successful patterns of past video marketing campaigns (hence: contextual lookalike) to deliver future campaigns at ideal times and places based on an advertiser’s preferred KPIs.

Study: Challenges Persist with One-Partner Programmatic Strategy

84% of brands want to bring their programmatic ad spending in-house as a way to gain more control over what’s become an opaque process. The problem? A study by Visto shows that advertisers who use just one platform are losing out on opportunities to lower inventory costs and efficiently delivery on KPIs.

Mobile App Header Bidding Expands Monetization Opportunities for Publishers

Increases in impression volume and ad spending on mobile devices are changing the monetization opportunities available to mobile app developers, according to a new report released by the publisher-focused sell-side platform PubMatic.

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…

First-Party Data is King

More and more marketers are using first-party data to eliminate wasted impressions and achieve the strongest ROI on their data-driven marketing efforts. Who doesn’t want that?