Berlin-based location data company uberall has raised a $25 million Series B, bringing its total to just under $30 million. Uberall helps companies distribute accurate information about physical locations to online directories, maps, social networks and navigation services.
Marketing Evolution offers an advanced attribution methodology that uses individual-level data to recommend an optimal media mix. It’s complicated but worth exploring. They just raised $20.6 million, bring total investment to date to $24.6 million.
More good news: ad exchange OpenX reported that more than 50% of top publishers had adopted the ads.txt standard, which prevents fraud by listing companies that are authorized to sell their digital inventory. Ads.txt was developed by the Internet Advertising Bureau (IAB) and launched last May, so this is very fast adoption.
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.