September 19, 2018 by Maciej Zawadziński

Traditional terrestrial and cable TV are long past their heyday, trailing behind streaming media in reach, measurability and content quality. Video-ad views on OTT (over-the-top) devices grew 63% year over year in Q3 2016, and the trend is expected to continue, further crippling traditional TV advertising.

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September 20, 2018 by

Data is everywhere; the main challenge for marketers and advertisers is to know how to properly collect and leverage it. With MarTech platforms using data to display personalized messages in owned media, and AdTech platforms using it to display targeted messages in paid media, there is a strong push towards a single technology offering personalization across all media – MadTech.

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MadTech: 3 Use Cases for Marketers and Advertisers

September 14, 2018 by ,

First-party cookies are the lifeblood of every website, enabling businesses to remember key pieces of information about users and to collect analytics data. Third-party cookies are the bread and butter of AdTech, allowing publishers to monetize their websites, and brands to run advertising and marketing campaigns.

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What Is a Consent-Management Platform (CMP) and How Does It Work?

August 29, 2018 by

Netflix began running tests for their ads this past week, which are displayed in between episodes.

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Netflix Tests Ads: Here's What You Need to Know

August 24, 2018 by

The demarcation line between AdTech and MarTech has become so faint, it’s more and more difficult to tell the difference between the two, thus MadTech was born. That’s not a spelling mistake either—the need to coin a completely new term for the resulting overlap is more urgent than ever.

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What is MadTech? The Convergence of AdTech and MarTech

August 9, 2018 by

Maintaining good relationships with customers is the cornerstone of every successful business, but in decades past, the process of managing and tracking customer relationships within a business was fragmented and time-consuming at best. Companies would store physical customer data in filing cabinets, rolodexes, and spreadsheets.

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What Is a CRM and How Does It Work?

July 16, 2018 by

For years, in order to increase the relevance and effectiveness of ads and marketing messages displayed to online audiences, publishers and advertisers have taken advantage of behavioral data for both advertising and personalization.

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What is Behavioral Targeting and How Does It Work?

July 11, 2018 by

In the age of ad fraud, an increasing amount of advertisers’ money is wasted on ad impressions that appear on fraudulent sites, don’t reach the desired audiences, or are not properly displayed in the user’s browser.

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What is Ad Verification and How Does It Work?

May 23, 2018 by ,

In a post-GDPR world, with the introduction of many new rules and requirements governing personal data and user consent, advertisers will have a tough nut to crack. On top of that comes the user’s right to be forgotten, the right of data portability, and numerous other complications. The new EU law will put a spanner in the works for advertisers, making the traditional behavioral targeting of ads a real challenge.

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What is Contextual Targeting and How Does It Work?

May 16, 2018 by

The world of programmatic ad buying is increasingly threatened by ad fraud. This includes fraudulent representation of ad impressions and clicks, or manipulation of bid requests for monetary gain. Ads.txt came as a way to partly curtail the phenomenon, and the recent addition of ads.cert makes a robust countermeasure to fraud.

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What's the Difference Between Ads.txt and Ads.cert?

May 2, 2018 by ,

Since May 25, 2018, all companies that collect, use, process, and share data about EU citizens are required to comply with the General Data-Protection Regulation (GDPR) and implement new data-protection and security measures. The regulation does not apply to EU companies alone. Regardless of whether an organization is based in the EU, it must comply with the regulation when processing EU/EEA-citizen data, or face severe financial penalties.

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How the IAB’s GDPR Transparency and Consent Framework Works From a Technical Perspective

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