Ansira Buys BrightWave to Expand Marketing Services
For marketers who prefer human assistance, martech services firm Ansira has purchased BrightWave, an agency specializing email and CRM services. It’s Ansira’s third acquisition in the past year.
For marketers who prefer human assistance, martech services firm Ansira has purchased BrightWave, an agency specializing email and CRM services. It’s Ansira’s third acquisition in the past year.
The CDP Institute today launched RealCDP, a program to certify that systems meet the Institute’s definition of a Customer Data Platform. The project offers a five-point checklist that any CDP must meet. It is intended to reduce confusion in the CDP market. Qualified vendors will get a spiffy badge for their Web site.
Let’s end with some good news: Ads.txt seems to be working. Fraud intelligence company Pixalate found 19% lower fraud rates on sites using ads.txt, which helps to ensure that people selling ads for a Web site are authorized to do so. Adoption is now around 75% although it may have stalled.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.