As headlines go, “Nativo Buys SimpleReach” doesn’t quite measure up to “Headless Body in Topless Bar”. But Nativo sells content advertising and SimpleReach measures content impact, so it’s a modestly interesting sign of the growing role played by measurement.
Resorting to surveys, Ascend2 had one particularly interesting finding in its recent paper on marketing technology utilization: 67% of the respondents buy new marketing technology every quarter and an amazing 28% add new martech every month. Some people buy groceries less often.
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.
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