Ad tech round-up from October: What publishers need to know

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Six leading SSPs collaborate in a bid to clean up programmatic advertising, Adform is named ad tech leader in 2018 Gartner Magic Quadrant, and Sovrn raises more than $25 million in funding round. Here are the top things that happened in October that publishers need to know:

SSPs join forces to clean up programmatic

Six leading SSPs issued a call to arms to collaborate in raising the standards in programmatic advertising by signing a new framework of principles and commitments that promote clarity and trust.

Signed by CEOs from Sovrn, OpenX, Rubicon Project, SpotX, Teleria, and PubMatic, the principles are designed to provide a fairer and efficient programmatic marketplace that advertisers, publishers and their representatives ‘need and deserve’.

The exchanges have proposed forbidding tactics like sending out multiple bids for the same impression, bid caching or container preferencing, and they hope TAG will review and codify these principles into best practices by the end of the year. More info…

Taboola partners with vivo, the fifth largest smartphone manufacturer in the world

Taboola, the world’s leading discovery platform, announced a global strategic partnership with vivo, the fifth largest smartphone manufacturer in the world. Taboola will be vivo’s strategic content partner to integrate directly on vivo’s swipe right experience. When users swipe right on the homescreen, Taboola will surface relevant personalised news and content from its network of premium publishers throughout Asia. Under the partnership, Taboola will deliver a fully personalised content experience for vivo’s customers helping the manufacturer drive engagement and monetisation and providing a significant new audience source to content publishers in the region. More info…

Adform named a leader in 2018 Gartner Magic Quadrant for ad tech

For the first time Gartner has published a Magic Quadrant focussed on Ad Tech as a category. The only European founded ad tech company recognised as a Leader in the 2018 Quadrant is Adform. The company believes it was recognised for its modular approach and omni-channel focus, which includes a focus on emerging channels such as DOOH, CTV and audio. More info…

Sovrn closes huge funding round to fuel expansion

Sovrn, which works with more than 25,000 independent websites, has secured at least $25 million to acquire and build additional products to extend its existing products and services. The funding, which was led by Foundry Group, along with existing investors Archer, Lexington, and Oak, was secured to enable Sovrn to build, and grow its business, and support its digital publishers with a more diversified solutions offering. More info…

ePRICE chooses LOGICO, MainAd’s programmable DSP, to increase sales and reach new customers                                                                                  

Italian e-commerce company ePRICE has seen an increase in sales and click-through rates after partnering with MainAd, the bespoke digital marketing specialist, to drive its digital advertising campaigns. ePRICE, the leading Italian electronic retail site saw a 20% increase in the conversion rates and CTR rates boosted by 26% deploying weekly promotional offers to increase user interaction.

1plusX wins Digiday Marketing & Advertising Award

Digiday has recognised 1plusX – the profile platform developed by two ex-Google directors – as the Best Data Management Platform at the annual Marketing & Advertising Awards Europe. To date, 1plusX has already tripled the click-through rates of Axel Springer Media Impact, quadrupled the reach of Admeira and added 6 per cent additional revenue to the bottom line of Mediaschneider / Hoy. More info…

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