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Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants

Marketers may be able to get a better sense of the complicated, dynamic and sometimes controversial category of ad tech through research firm Gartner’s recently released, first Magic Quadrant report on the topic.A free version is available from several of the vendors mentioned in the report, including MediaMath and Adform. (Registration required.)How vendors are selected. Only a handful of providers in this burgeoning field are included. The report focuses on those that can execute digital ad buys, deliver digital ads to at least four channels (such as web display ads, video, in-app ads, native and programmatic TV), have more than a billion dollars in annual billings, and support the four main buying modes: API-based bidding and trafficking, real-time bidding, private marketplaces and programmatic direct.Multi-channel capability is required for consideration, Gartner said, because it is interested in foundational technology, not just point solutions.And the vendors must have a public …

Facebook Attribution now available to all advertisers

Facebook started beta testing an attribution solution for marketers to analyze the impact of their campaigns both on and off Facebook in March 2017. On Friday, the company released Facebook Attribution out of beta to all advertisers. It also introduced a new “data-driven attribution model.”Why marketers should careThe free tool is powered by the Facebook Pixel and can report on campaigns across Facebook, Instagram, Audience Network and Messenger.. The reports are designed to show how Facebook ad campaigns are impacting actions throughout the customer journey and which channels are driving traffic, conversions and purchases.Like Google, Facebook’s data-driven attribution model uses machine learning to account for incremental conversions driven by ads across its platforms.“Using new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to if you were not running ads,” write…

Marketing Day: Social commerce, the Coalition Against Ad Fraud, more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Survey: Social commerce held back by security, privacy concerns
Oct 19, 2018 by Greg Sterling
However social media influence on purchases via other channels is strong.Fizziology employs Watson linguistic analysis to match endorsing athletes’ personalities with brands’
Oct 18, 2018 by Barry Levine
The matchmaking is based on social posts by brand advocates and by the athletes themselves.Coalition Against Ad Fraud releases ‘first standardized document’ to pin down mobile fraud
Oct 18, 2018 by Barry Levine
CAAF is focused on performance ad fraud on mobile devices.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:Gartner’s first Magic Quadrant report on ad tech scans the multi-channel giants
Oct 19, 2018 by Barry Levine
The report focuses on what it calls “foundational technology,” even as the ground keeps shift…