The buy and sell-sides of the ad tech market are moving closer together, as consolidation and commoditization continue to envelope the broader ad tech sector. Smart Adserver is acquiring demand-side platform LiquidM, in a move that will give the France-based ad server and supply-side platform greater visibility into both sides of online ad transactions, from buyer to publisher. Read more below. - Thanks to its acquisition, Smart Adserver will now offer “full log-level detail” for buyers to be able to trace and analyze the effectiveness of their campaigns.
- Coca Cola reversing course and reinstating its CMO role doesn't mean a return to the old ways. It’s no longer enough to be just a marketing expert for the top marketer at one of the world’s bigger advertisers.
- MTV can't rely on its legacy TV programming to stand out with younger viewers. So it's begun using its YouTube channel to develop new franchises.
- In this week's video briefing: Streamers and TV networks that previously held the high ground are being pushed to find middle ground to remain on Amazon’s and Roku’s platforms.
Other things to know about - Join leaders from 360i, GroupM, Havas and many more at Digiday Hot Topic: Addressable TV, a one-day event in New York City on Feb. 24.
- As premium TV-like supply becomes more readily available across the likes of NBCU, YouTube and OTT, there's a growing need to accurately forecast across audiences. Yield analytics may be the key. Sponsored by Xandr.
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| The Programmatic Marketer | | | | It’s no longer enough to be just a marketing expert for the top marketer at one of the world’s bigger advertisers. | | |
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howdy! | Video Anywhere | | | | MTV cannot rely on its legacy TV programming to stand out with younger viewers and has begun using its YouTube channel to develop new franchises. | | |
| Sponsored by GeoEdge | | | | Brand safety isn't just an advertiser's issue. Read the guide to learn which steps publishers are taking to protect themselves from damaging adjacencies. | | |
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howdy! | DIGIDAY+ MEMBER EXCLUSIVE | | | | Streamers and TV networks that previously held the high ground are being pushed to find middle ground to remain on Amazon’s and Roku’s platforms. | | |
| Sponsored by Oracle Data Cloud | | | | The cost of global ad fraud will top $30 billion in 2019 alone. As a result, some advertisers are turning to the same types of fraud verification and detection technologies that other industries use. | | |
howdy! | Beyond Ads | | | | The pricey membership program, anchored to its Time 100 franchises, is built on access to Time events, rather than content or other membership perks. | | |
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| Sponsored by GeoEdge | | | | Publishers are now dealing with their own brand safety problems. And according to numerous new interviews with industry experts, mismatched and offensive ads are to blame. | | |
howdy! | The Programmatic Publisher | | | | The France-based ad tech company now owns a fuller stack of solutions for publishers and buyers. Experts predict more DSP-SSP consolidation is likely next year. | | |
howdy! | Publishing in the Platform Era | | | | Twisted is profitable and generated £3 million ($3.94 million) in revenue in 2019. | | |
| | | | | Sara Fischer, media reporter at Axios, joined the Digiday Podcast for the first of two year-end wrap-up episodes looking ahead to 2020. On this week’s episode, Fischer weighs in on why the flurry of digital media acquisitions in 2019 will continue into 2020 and why next year regulation will be in the spotlight. (Next week, […] |
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