OpenX retains top spot as the #1 independent exchange listed on comScore 1000 ads.txt files LOS ANGELES & NEW YORK – OpenX, the world’s leading independent advertising technology provider, today announced the results of an audit of the nation’s top 1000 publishers, revealing that a majority have now adopted ads.txt, a method for denoting who […]

The post OpenX Report Finds Ads.txt Adoption Accelerating with Majority of ComScore 1000 Now On Board; Company Announces New Ads.txt Policy Banning All Unauthorized Resellers appeared first on Ad Tech Daily.

There’s a growing sense among advertisers that there are few blockchain firms in the market with a genuine product.

The post Blockchain buzz among advertisers starts to fizzle appeared first on Digiday.

Solution leverages comScore cross-platform campaign measurement to enable marketers to pay only for impressions delivered in-demo LONDON & SAN FRANCISCO – RhythmOne plc (LSE AIM: RTHM), a global advertising technology company, announced that it will offer United States-based clients guaranteed1 in-demo delivery of advanced TV campaigns.2 This unique offering provides clients with campaign-level audience measurement while accessing […]

The post RhythmOne Guarantees Advanced TV Audience Delivery to Help Marketers and Media Buyers Maximize Targeted Reach and Campaign Performance appeared first on Ad Tech Daily.

Brands are pouring money into automated, programmatic advertising, using all sorts of data and analytics to zap ads to the right person.

They're also pumping budgets into branded content — articles and videos created on behalf of advertisers to subtly communicate their messages. That high touch, highly customized form of advertising is basically the polar opposite of programmatic.

Yet the ad tech company TripleLift has an ambitious plan to marry these two very different practices.

The firm has recently been testing a new product, ContentDial, which purports to help marketers create articles and videos on their behalf quickly and more efficiently than they do when going directly to a big publisher like The New York Times or BuzzFeed.

To read more about how ContentDial poses a threat to the media companies, click here.

In other news:

'People and the egos often get in the way': Here are 5 things ad agencies can do to survive amid massive pressure to reinvent themselves. Agencies must transform their business models to meet the needs of modern CMOs, according to a new industry report by Forrester.

These are the 5 forces that are rapidly killing advertising agencies. Ad agencies are facing several existential threats, the Forrester report adds, including CMOs taking more media and creative in-house to consulting firms coming after high-margin agency services.

Twitter finally admits Alex Jones violated its rules, hits him with a 7-day ban. Amid significant pressure to follow Apple, Facebook, YouTube and Vimeo in deleting Jones' account permanently, it appears that Twitter is keeping a watching brief.

Tinder's founders have filed a bombshell $2 billion lawsuit claiming the former CEO 'groped and sexually harassed' an executive at a company party. The lawsuit alleges that the former Tinder CEO and IAC Chairman Greg Blatt harassed Rosette Pambakian, Tinder's vice president of marketing.

New York Media, owner of New York magazine and several websites, is exploring options including a possible sale, The Wall Street Journal reports. The publisher is owned by a holding company controlled by the heirs of Bruce Wasserstein, the late financier who purchased New York magazine in 2003 for $55 million.

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Believe it or not, many marketers still use last-click attribution. Goodway Group President Jay Friedman has had enough of it. So, he’s pushing the indie programmatic platform to tie all campaign measurement to lift-based metrics. “By requiring a lift-based approach, we can avoid vanity metrics,” he said. “It’s changed the dynamic of our relationships with... Continue reading »

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