“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.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.