IAB Tech Lab will extend its Open Measurement SDK to Connected TV (CTV), starting in Q3. The extension lets a single piece of code deliver viewability information to any verification service the advertiser chooses. It also adds CTV-specific measures such as signaling if the TV is off when an ad is delivered, which seems like a useful thing to know.
Some standards are developed by industry bodies and others are imposed by industry leaders. Google Open Bidding lets third-party ad exchanges participate in real-time ad bidding. It’s been criticized for siphoning revenue to Google and creating duplicate ad bids. The Trade Desk dropped it in February and the Yahoo and Amobee demand side platforms dropped it last week. Pick your own Star Wars analogy.
Let’s burst some balloons today, Dear Reader. You know how everybody thinks no code and low code systems are taking over the world? Software selection service GetApp finds no/low code is the least widely adapted (33%) of a half dozen emerging technologies – far behind voice interfaces (59%), Internet of Things (53%), and chatbots (49%). Still worse, no/low code early adopters were twice as likely to report negative ROI as total marketers. True believers may counter that no/low code systems are so common that many people don’t realize they’re using... Read More >
Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.