It’s no longer enough to be just a marketing expert for the top marketer at one of the world’s bigger advertisers.
| 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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howdy! howdy! howdy! howdy! | The Programmatic Publisher | | Smart Adserver acquires LiquidM | | 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. | | |
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