While OTT platforms have many built-in advantages compared to more open digital platforms, scammers and fraudsters are still targeting the space, with its rich premium ad inventory, and comparably high ad rates. Read More: www.mediapost.com
IN THE WAKE OF SCANDALS, PLATFORMS ARE POLICING AUDIENCE SEGMENTATION: Foursquare launched audience segmentation in its self-serve platform on Jan. 22. Read More: digiday.com
Marketer & Advertiser / MarTech / Metrics
by kpieper · Published 11/06/2018 · Last modified 04/21/2019
Google announced plans to sunset the DoubleClick branding under a new umbrella called the Google Marketing Platform in June; Amazon similarly folded AAP into a streamlined service called Amazon Advertising in September. Source: https://www.marketingdive.com/news/amazons-dsp-jumps-ahead-of-googles-as-most-used-by-advertisers-study-say/541464/
Social media giant Snapchat has opened up a private marketplace for advertisers that will allow publishers on the platform to sell commercials directly to brands. Source: http://www.sportspromedia.com/news/snapchat-launches-ad-marketplace-discover-shows
The advertisers who pay, for example, $100 for 1000 ad impressions don’t really know how this money is distributed, which part of the budget is received by the publisher and what is taken by the ad platform and other intermediaries. Source: http://www.econtentmag.com/Articles/Editorial/Industry-Insights/7-Deadly-Sins-of-Ad-Tech-Companies-in-The-Post-Programmatic-Era-126597.htm