January 16, 2018

Automated Media Buying and More

Magnetic Releases Fully Automated Media Buying Platform

Magnetic

Artificial intelligence may no longer be a guaranteed attention getter, but it still adds value. Adtech vendor Magnetic has launched an AI-driven media buying platform that it says completely automates campaign execution from audience selection to bidding and optimization. Audiences are drawn from Magnetic’s 260 million consumer profiles and the AI screens for fraud when placing bids. Magnetic says campaigns using the automated system have performed 2 to 10 times better than manual campaigns. Also, media buyers’ time is cut at least by half.

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Most Marketers Worry About Mobile Ad Fraud But Few Work to Block It: Forrester/AppsFlyer Study

AppsFlyer

It’s no accident that Magnetic’s description of their automated product includes fraud prevention. Ad fraud is a big problem. This Forrester study, sponsored by AppsFlyer, says mobile ad fraud is especially problematic because of mobile is growing so quickly and audience data is limited. While 92% of respondents said that mobile ad fraud prevention is a high or critical priority, just 19% had systematic fraud prevention in place.

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Addressable TV Ads Reach Critical Mass

YuMe

We haven’t heard much yet about fraud in addressable TV ads but you can bet it’s coming. Connected TVs are now found in 60% of households according to this YuMe study. BrightLine recently launched an audience platform that delivers personalized ads across TV, Web, and mobile devices and can be mapped to more than 30,000 third party audience segments. And if you’re worried about privacy, connected and over-the-top (OTT) TV audience manager TruOptik has launched an opt-out registry for its own database of 70 million households and 10,000+ segments. It hopes the rest of the industry will join in.

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