July 19, 2018

Amobee Buys Videology Assets; Openprise Adds New Data Partners

Amobee Buys Videology Assets for Video and TV Campaign Optimization

Amobee

Cross-channel programmatic campaign platform Amobee has acquired the assets of bankrupt Videology, which optimizes ad spend across digital video and TV channels. Amobee runs people-centric campaigns across those channels plus social, mobile, and display. The deal reflects continued consolidation in the ad tech industry.

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Openprise Adds New Partners to B2B Data Marketplace

Openprise

B2B data orchestration vendor Openprise has expanded its year-old Data Marketplace with new suppliers including Dun & Bradstreet, Oceanos, DiscoverOrg, KickFire, and Acxiom. They join original suppliers ZoomInfo, InsideView, Orb Intelligence, and Synthio. Openprise doesn’t build a database but it does automate processes such as onboarding, enrichment, and delivery.

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SMPTE Publishes Standards to Embed IDs in Broadcast Ads and Programs

SMPTE

Industry standards group SMPTE (Society of Motion Picture and Television Engineers) has published standards for using audio watermarks to embed ID codes into advertising and entertainment programming. This sounds obscure but it will help tracking systems to identify when a piece of content is presented to a viewer, easing one of the big challenges in marketing measurement. That’s important.

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