Month: September 2017

MoPub adds viewability measurement for publishers

Twitter’s mobile ad exchange MoPub has rolled out the MoPub software development kit (SDK) which integrates viewability support from independent measurement providers Integral Ad Science (IAS) and Moat. Through the latest addition, MoPub hopes to help publishers offer their in-app inventory to buyers for improved viewability and measurement metrics. Publishers will first need to upgrade to the new SDK to tap into the expanded viewability measurement tools. According to a recent report by Credit Suisse, 63% more marketers now deem viewability an important criteria in digital advertising, compared to three months before. In a blog post, MoPub wrote: At MoPub, we hear this theme echoed by buyers every day, and see this release as a key milestone in helping digital marketers realize the potential of

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WhatsApp is testing verified business accounts

WhatsApp is making it easier for businesses to connect to consumers. The global messaging app has rolled out a new pilot scheme that lets businesses create their own verified accounts to allow consumers to get in touch. It sounds like parent Facebook is expanding what it has already tested on its Messenger app. The company rolled out bots for businesses on Messenger back in April 2016. Originally, Mark Zuckerberg had stated that WhatsApp would not be monetised until it hit the one billion monthly active user mark. Well, WhatsApp reached those targets back in February 2016 and is now reaching a billion active users a day. Indeed, in a previous earnings call, Zuckerberg did hint at rolling out a monetisation strategy for WhatsApp: “We’re also

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Drawbridge partners with Retargetly to boost audience data for mobile campaigns across Latin America

Drawbridge, the cross-device identity management firm, has partnered with hispanic audience and segmentation platform Retargetly to boost presence in the Latin American market. The company wants to connect its Drawbridge Connected Consumer Graph with Latin American brands and agencies. Retargetly provides targeting features for advertisers and publishers alongside its data exchange that boost programmatic campaigns with third-party data. As part of the partnership, it will leverage the Drawbridge identity technology to connect audiences across devices. Daniel Czaplinski, CEO of Retargetly, explains: “We help our clients provide unique experiences for their customers, and in today’s multi-device world, helping them understand consumers across different environments is key. Drawbridge’s solution is truly global, enabling us to provide new capabilities not only within Latin America, but also other countries including the

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