“VIOOH’s OOH supply can now be accessed through the Sonata omnichannel DSP by Taptap” crows this press release. Depending on who you are, that either needs no explanation or makes no sense. For the uninitiated, the news here is the growing application of digital ad techniques to billboards, signs, and other outdoor advertising.
Google may have delayed its arrival, but the cookieless ad train has left the station. Ad sales platform Magnite is chugging along with its entry in the cookie replacement race, a consortium of publishers, advertisers and middlefolk that will use publishers’ first-party data to assign consumers to standardized segments and target ads accordingly, without tracking individuals. More than thirty companies have joined and Magnite has donated the program to the industry-run Prebid.org group.
Since we’re wallowing deep in adtech geekery today, let’s finish with news that IAB Tech Lab has released an automated service that helps to reduce ad fraud by comparing the ads.txt or app-ads.txt files of authorized ad sellers for a given site with the sellers.json files that let publishers check that they’re accurate. Esoteric but important.
CX management platform Sprinklr is introducing “digital twins.” Not your average chatbot, a Sprinklr digital twin is more like an AI-powered employee, able to plan actions, create workflows and make decisions, but at speed and at scale. They are said to be more easily trained than chatbots and can operate within brand policies and guardrails.