Advertising Digital Innovation
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Ad tech round-up from November: the stories that got away

Xaxis releases new measurement research, Sublime extends its solutions for mobile advertising, and Oath launches programmatic audio. Here are some of the stories that got away from us during a busy November…

European publishers predict revenue from video, mobile and native ad formats to grow by 26% in 2019

Research released by Oath, in association with IAB Europe, has revealed that European publishers believe revenue generated by video, native and mobile formats will grow by more than a quarter (26%) over the next 12 months. 

Previous research carried out by IAB Europe found that €12 billion was spent by advertisers through programmatic display across Europe last year, with a third of this spend on video and 57% spent on mobile (including native formats), so it’s no surprise perhaps that video, mobile and native ad formats are top of mind for European publishers.

Xaxis research finds a large majority of digital marketers will increase spend on outcome-driven media within the next two years

New research from Xaxis, GroupM’s advanced programmatic media arm, highlights that eight in 10 (81%) digital marketers are looking to increase investment in outcome-driven media based on custom KPIs in the next 12-24 months. This is in direct response to organisational priorities identified as increased efficiency (50%), better use of resources (40%), and aligning marketing strategies with business objectives (38%). Surprisingly, ensuring that all ad campaigns run in brand-safe environments – an issue that is consistently highlighted – was a lower priority for UK marketers (23%).

Sublime extends its range of mobile advertising solutions to offer users a truly tailored mobile experience

Global high-impact advertising marketplace, Sublime, has launched new sticky ad units and in-feed solutions for mobile to meet growing demand from advertisers and brands. The new ad solutions, have been created for mobile devices and can easily be tailored to the campaign objectives.

Both formats are now available in the UK, Ireland and the US, and will be rolled out across the rest of EMEA and APAC in early 2019. Sublime is able to deliver these ad units in a qualitative environment including premium publishers such as Glamour, GQ, Wired, Tatler and Condé Nast Traveller.

Integral Ad Science’s video viewability is re-certified by ABC

Integral Ad Science (IAS), the global measurement and analytics company, announced the re-certification of its video viewability capabilities. ABC’s certificate verifies that IAS’s technology effectively measures viewable impressions for desktop video, in accordance with the JICWEBS Viewability Product Principles.

Nick Morley, EMEA MD at Integral Ad Science (IAS), comments: “The re-certification for our desktop video viewability capability is further reinforcement of the steps we are taking to support the development of digital advertising within an accountable ecosystem.”

Oath ad platforms introduces programmatic audio inventory

Oath, the subsidiary of Verizon that serves as the umbrella company of its digital content divisions, including AOL and Yahoo!, has announced that programmatic audio ads are now available globally to Oath Ad Platforms customers.

With the launch, Oath Ad Platforms unlocks a new source of inventory, enabling brands, marketers and agencies to tap into the exploding digital audio audience. Advertisers can reach highly engaged podcast and streaming audio listeners using the advanced targeting capabilities available through the Oath Ad Platforms DSP –  in brand-safe environments. 

Digital audio is a growing opportunity for advertisers. In the US, more than 180 million currently listen to streaming audio every month.

RTB House announces multi-layer brand safety mechanism powered by natural language processing

RTB House has announced new capabilities to solve digital advertiser’s brand safety challenges powered by advanced natural language processing.

RTB House’s new brand safety platform skims tens of thousands of internet articles and websites, ensuring brand safety is protected in real-time. The technology, known as the Brand Profile layer, prevents ads from being served on websites or next to content that is not offensive but may have negative connotations for many brands.

UK’s digital transformation reflected in uptake of collaboration tool Slack

Slack, the collaboration tool which is a favourite of many of the UK’s ad tech and publishing media groups, has announced a wide raft of new business clients which, it says, “reflects the growth of the UK’s ongoing digital transformation.”

New clients include Vodafone, Lonely Planet, English Heritage, digital bank Monzo and Factory Works, the international community of innovators and changemakers. Globally, Slack now has 8 million daily active users, and earlier this year raised $427 million in funding at a post-money valuation of $7.1 billion.

Adform named a strong performer in the Creative Technologies, Q4 2018 Report by Forrester

Adform has been named by Forrester Research, Inc. as a Strong Performer in the 2018 report: “The Forrester Wave: Creative Advertising Technologies, Q42018, The 10 Providers That Matter Most And How They Stack Up”. 

Gustav Mellentin, CEO & Co-Founder at Adform noted, “Creativity is as central to advertising as it has ever been…that’s why we have invested in building creativity, data, and trading capabilities into one platform that is worth much more than the sum of its parts.”

Printbox launches global print fulfilment capabilities through a partnership with Peecho

Printbox, photo product software provider, and Peecho, the premium print on demand service provider, have partnered to bring product design, production, and delivery together in the first universal platform for the sales and fulfilment of personalised print products. Now, publishers involved in the personalised photo-commerce sectors can create and sell print products on a global scale with one single solution.

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