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Showing posts from December 8, 2018

Two DSPs add out-of-home programmatic inventory, as the real world becomes another channel

An out-of-home ad for XITE. part of a multichannel programmatic campaign. Two recent integrations of digital-out-of-home (DOOH) advertising show not only that such ads are rapidly becoming a full-fledged member of the digital ad ecosystem, but that they are creating new kinds of DOOH-enhanced, cross-channel marketing.Adelphic, a demand-side platform (DSP) acquired last year by ad tech firm (and Myspace owner) Viant, announced this week that DOOH inventory from Rubicon Project’s private marketplace is now available to its buyers.And mobile-oriented, Amsterdam-based DSP MobPro says it is now integrated with DOOH marketing platform Broadsign.DOOH goes programmatic. The Adelphic partnertship with Rubicon Project means marketers can “programmatically buy digital signage within a certain radius of the store location,” VIant CMO Jon Schulz said. That means Adelphic can now offer digital signage in physical proximity to a store as part of a campaign that includes ads on mobile phones, for exam…

Marketing Day: Top 2018 YouTube TrueView ads, MarTech 2018 agenda, Facebook missteps

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:Grammarly tops YouTube’s TrueView for Action 2018 leaderboard
Dec 7, 2018 by Amy Gesenhues
The ranking algorithm factored total reach, clicks and engagement for the direct response ads.Facebook missteps highlight what happens when you can’t trust platform metrics
Dec 7, 2018 by Amy Gesenhues
Marketers weigh-in on the dilemma of trusting Facebook’s video ad metrics and offer alternatives for measuring video campaign results.Get your sneak peek at the MarTech agenda
Dec 7, 2018 by Scott Brinker
Senior-level marketers at the intersection of marketing, technology, and management are coming to MarTech® January 30-31, 2019 in San Jose for proven strategies from real-world experts. Here’s a sneak peek.Repair your reputation: Displace mugshots with your family photo album
Dec 7, 2018 by Chris Silver Smith
You have the tools to suppress your own mugshot…

Grammarly tops YouTube’s TrueView for Action 2018 leaderboard

YouTube has released the top ten TruView for Action ads in 2018, with Grammarly’s “Enhance Your Writing” 60-second spot coming in at the top. The year-end ad leaderboard focused only on the direct-response ad format, a shift from YouTube’s usual annual list ranking the top trending video ads overall.Why you should careYouTube’s focus on its TrueView for Action ad format is a nod to its focus on attracting more performance advertisers. TrueView for Action ads officially launched in March. They feature a customized call to action that appears below the video on mobile, or alongside the video player while an ad plays on desktop. The ads can be coupled with custom intent audiences to reach people based on their recent search history.Online grammar tool Grammarly ranked number one on YouTube’s first-annual list of top TrueView for Action ads based on an algorithm that factored total reach, clicks, and engagements. Grammarly’s “Enhance Your Writing” ad included a persistent “Download for Fr…