Six of the top advertising exchanges have come to a mutual agreement, promising to clean up the programmatic buying experience by being more efficient, transparent, and fair. An open letter signed by Rubicon Project, OpenX, Pubmatic, Sovrn, SpotX and Telaria speaks of a commitment “to unleashing the full potential of programmatic advertising” by providing transparent marketplace principles for […]
Exchange Bidding, Google‘s header bidding platform, has exited beta. According to Google, publishers that use DoubleClick for Publishers (DFP) will be able to use the platform to increase overall revenue by allowing multiple exchanges to bid on a placement while generating reports on demand channels, yield groups, and advertisers on the basis of impressions. A […]
Twitter’s MoPub mobile ad exchange incorporated viewability measurement support from independent measurement providers Integral Ad Science (IAS) and Moat into its updated software-development kit. Application publishers on the MoPub exchange will now be able to offer in-app inventory that is measurable for viewability. MoPub head of commercial partnerships Meridith Miller said in a blog post that the measurement SDKs of IAS and Moat were […]
AOL UK and Weve, O2’s mobile marketing and commerce services provider, have joined forces to help advertisers target and reach customers more effectively. Using mobile ad exchange Axonix’s technology, Weve Insights will be integrated into AOL’s media properties and the One by AOL programmatic platform. This will allow AOL’s, advertisers’ and Axonix’s first-party data to […]