Programmatic Buying

Adap.tv, the global leader in programmatic video advertising, announced the appointment of Timothy R. Morse to the newly created position of Chief Financial Officer.

Shiny Ads, a premium advertising technology company, and Internet Brands, a new media company, today announced a partnership to integrate the Shiny Ads Programmatic Guaranteed platform into Internet Brands’ sites. Internet Brands is using the white-labeled Shiny Ads Self-Serve product to allow small advertisers to easily purchase inventory on select sites within the company’s Home and Careers categories, including Inhabitat.com, ModelMayhem.com, Weddingbee.com, Inhabitots.com, Ecouterre.com, and others.

PubMatic (www.pubmatic.com), the digital media platform company for publishers, announced that the iOS6 version of their iPad app is now approved by the Apple App Store and available for download. The PubMatic app, which is called MyReports, gives clients easy access and increased visibility into advertising revenue performance/trends across the guaranteed sales and discretionary sales channels of a publisher. The release of this app is another industry first brought to market by PubMatic.

A new case study examines how Adfonic relies on the Aerospike real-time NoSQL database to process more than 100 billion global ad impressions per month across nearly 250 million unique mobile users. The full Adfonic case study is available at: http://www.aerospike.com/why-aerospike/customers.

MediaMath, the leading global digital media-buying platform, announced it has acquired mobile and video in-game ad platform Tap.Me. By integrating Tap.Me directly into its Demand Side Platform, MediaMath can now offer clients vastly expanded mobile and video advertising capabilities, in addition to online display and social media ad inventory. With this acquisition, MediaMath becomes the first programmatic buy-side platform that can deliver ROI across all digital marketing channels.

The rapid growth of the online video sector continued in 2012, with more campaigns undertaken and clients seeing the medium offer real value. However, Adap.tv, the company that delivers a programmatic way to trade video advertising, believes the industry must continue to push for further significant changes in 2013.

AdSafe Media, a recognized leader in proactive brand safety and viewability products for online advertisers, announced that it has rebranded as Integral Ad Science. Integral is redefining the way advertisers and publishers buy and sell media both directly and in the rapidly growing programmatic (RTB) arenas.

Glam Media, Inc. (www.GlamMedia.com), a leading vertical social media company with the largest online global reach in lifestyle, announced it has launched an invite-only premium private marketplace powered by REVV Connect®, Rubicon Project’s real-time trading platform. In partnership with Rubicon Project, the leading advertising technology company for the comScore 500, advertisers will now have access to custom contextual packages and advanced audience targeting.

The Interactive Advertising Bureau (IAB) released for public comment SafeFrame 1.0, specifications that provide advertisers with the ability to measure viewability, as well as obtain new insights and more accurately assess an ad campaign’s success. Developed by a working group of digital technology experts from 21 IAB member companies belonging to the IAB Technology Council, SafeFrame 1.0 is a set of technical protocols that enable website publishers to safely manage content served from external sources, such as ads, while preventing external access to potentially sensitive consumer data.