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TECHNOLOGIES & PRODUCTS

OpenVV and open-sourced what is now the industry’s  At-a-glance placement-level reporting for all metrics
video viewability standard, released details on three available within the platform on desktop computers,
botnets, and integrated with major third-parties for including total spend, impressions, viewability rates,
viewability, verification and more. Most recently the click-through rates, completion rates and more.
company launched its Non-Human Traffic Credit Pro-
gram, which automatically refunds advertisers for any
Cross-channel capabilities
advertising identified as fraudulent by a trusted third
party. In addition to the mobile app, Adobe Advertising Cloud

clients can also enjoy expanded cross-channel adver-
More flexibility and convenience tising capabilities, with the addition of automated, data-
driven buying of digital audio advertising formats on
In addition, Adobe announced the release of the Adobe desktop and mobile devices.
Advertising Cloud Mobile App, the industry’s first mo- By adding digital audio formats to its media planning
bile app for cross-channel advertising campaign man- and buying Adobe Advertising Cloud enables market-
agement to provide marketers the tools they need to ers to centralize targeting and reporting across devices
ensure performance and delivery wherever they are. including desktops, smartphones and tablets, not to
mention messaging sequentially across formats, such
It is available for free to Adobe’s current customers on as an audio ad followed by a video ad to move con-
both Android and iOS, enabling marketers to stay con- sumers down the funnel along the path to purchase.
nected and manage their cross-channel advertising Advertisers can also leverage Adobe Advertising
campaigns on-the-go from anywhere in the world. Cloud’s native integration with Adobe Analytics Cloud
to layer first- and third-party data to target behavioral,
The app’s features include: demographic and geographic audience segments, and
receive Nielsen-verified audience reporting on consum-
 The ability to monitor campaign-level performance ers’ age and gender.
and delivery metrics in real time directly from a mo-
bile phone or tablet device; “Digital audio has exploded as a uniquely differentiated
channel that gives advertisers the opportunity to target
 The ability to swipe-to-activate and automatically users not just based on their demographic or psycho-
pause campaigns based on pre-set parameters, graphic profile – but how they feel at a specific moment
such as budget caps or impression totals; in time,” said Brett Wilson, vice president, Adobe Ad-
vertising Cloud. ◊ By MediaBUZZ

MediaBUZZ Pte Ltd - Independant ePublisher for Asia