With the rapid development of the advertising technology industry, it can be difficult to keep track on the latest and greatest news and technical functionalities now available. Advertisers, publishers and software providers are constantly making huge strides to serve up the most relevant content to prospects to increase their conversion rates.
It can be hard to keep up with the speed of new developments, so we did the legwork for you so you don’t have to. Here’s what you need to know about the world of adtech this week:
The Video Advertising company Altitude Digital just secured $7 million from Silicon Valley Bank to give the company the backing it needs to keep growing and changing the face of the advertising software industry. Altitude offers a “supply side programmatic platform” that lets helps ad buyers and agencies find the best audience for the brands they represent while publishers get the best price.
LinkedIn’s revenue is rising quickly in congruence with the recent advertising moves they have made. Sponsored Updates, the Bizo acquisition and a new Sales Navigator product are all poised to make LinkedIn’s Marketing Solutions, better, contextually relevant and more profitable than ever.
Rocket Fuel, a leading provider of artificial intelligence advertising solutions for digital marketers has acquired [x+1], Inc., a programmatic marketing and data management solution provider. By adding the power of [x+1] to their services, Rocket Fuel expects to “offer customers a comprehensive platform to more easily leverage their growing digital data assets” and compete with marketing cloud giants like Oracle and Salesforce.
AOL is focusing in on ad-tech, digital video and premium content to propel it’s success in the future and their growth in the last year is proving this focus can generate success. Their newest feature, a platform called One, gives customers access to ads across the web.
Comedian John Oliver’s aired a brief bit on why, in his opinion, Native Advertising is terrible for the morality and reliability of news. The piece brought on a variety of responses from agreement to denial to an interested hmmm with responses like that from IAB President and CEO Randall Rothenberg, “I hope we get more of it [pop-culture commentary]. Our industry needs to stop listening to itself, and get a better sense of how the real world looks at and listens to us.”