Staff Reporters
May 12, 2017

Tech talk: Mobile-OOH integration, superauctions, more

Our latest adtech and martech roundup briefs you on news from Havas Group's Adcity, DoubleVerify, AppNexus and Opera.

DoubleVerify's Pinnacle platform
DoubleVerify's Pinnacle platform

Havas Group's Adcity has a new audience planning offering called mOOHbile, which it says capitalises on synergies between mobile devices and out-of-home media displays, allowing advertisers to optimise the efficiency of their OOH geolocalised campaigns. It aims to maximise campaigns’ reach through audience extension and segmentation, optimise the overall frequency of messaging and contextualise content.

Matthieu Habra, Adcity’s Head of Global Network:

Tackling the mobility universe in silos doesn’t make any sense these days, as all studies show the efficiency of combining both outdoor display and mobile media. Today, a consumer in contact with an OOH advertisement is 17% more likely to activate the mobile advertisements (s)he sees and engage with the brand.

Marketing measurement firm DoubleVerify (DV) is partnering with cross-device identity company Drawbridge, to integrate DV’s pre-bid targeting segments for both desktop and mobile. Drawbridge's managed-service and self-service platform customers can now use the DV programmatic targeting suite to ensure high media quality before a bid is placed, with the aim of maximizing effectiveness while reducing waste. The DV pre-bid targeting data solutions for brand safety, fraud protection and viewability are now available within Drawbridge's Cross-Device Platform.

Matt McLaughlin, COO of DoubleVerify:

Cross-device targeting is Drawbridge's specialty and now coupled with DoubleVerify, customers can be assured to effectively reach their target audience while protecting the quality and performance of their brand investment.

Opera browser is integrating social-messenger services, allowing users to chat side-by-side as they browse. The new service gives quick access to web versions of popular messengers like Facebook Messenger and WhatsApp directly from the browser’s sidebar with an option to pin the messenger tab for even easier multitasking, along with easy photo sharing.

Krystian Kolondra, head of Opera browser:

Social messengers completely changed our lives by allowing us to work, discover new things and communicate at the same time. This shift has come with smartphones, but desktops and laptops, while theoretically more powerful multitasking tools, have been left behind. We believe this needs to change.

AppNexus announced the launch of multimedia “superauctions,” which enables multiple media types to participate in a single unified auction to drive increased demand for each advertising placement and improve monetization. The company touted a client testimonial from Microsoft, which implemented superauctions to enable display and video media types to compete in parallel, resulting in better performance and faster load times. Multimedia superauctions are now available in beta on the AppNexus platform to both buyers and sellers.

Eric Hoffert, SVP video technology, AppNexus:

In-banner video has suffered from a negative reputation in the industry for years, and rightly so. Intermediaries often arbitraged video content into units meant for banner advertisements, which not only caused latency and ad quality problems, but also left the publisher without the higher CPMs video creatives command. With multimedia superauctions, we created a publisher-friendly, revenue-driving replacement that has a native look and feel, rapid load times, and other user experience controls.

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