What happened in ad tech this week?

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A weekly update from HeaderBidding.com that highlights industry news that happened in ad tech[4]

Freestar Announces Acquisition of Triple13, Adds Class-Leading Technology and Expands Global Footprint

Freestar, the leading monetization partner for content publishers, e-commerce sites, and app developers, announced on December 1, 2021 its acquisition of Triple13, a team of programmatic monetization specialists based in London, UK. Founded in 2019, Triple13 quickly became best-in-class at Accelerated Mobile Pages[1] (“AMP”) monetization utilizing its proprietary Prebid server solutions in addition to an innovative price flooring algorithm that optimizes revenue across all digital advertising formats. The deal is the culmination of an extremely successful strategic partnership between the companies that began in early 2021 which consistently drove double digit revenue increases for Freestar publishers when launching the Triple13 solutions. 

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Xandr Standardizes Video Content on its Platform

Xandr, AT&T’s advanced advertising company, announced on December 1, 2021 the release of a new feature on its platform, described as content metadata for video. The new feature aims to help publishers improve monetization of their premium video supply through standardized content descriptors.

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IAB Unveils Ambitious Events Schedule for First Half of 2022

Interactive Advertising Bureau[2] (IAB), the digital media and marketing trade association, today announced its lineup of thought leadership and marketplace events for the first half of 2022. These are designed to help brands, agencies, publishers, platforms, and ad tech companies understand evolving audience trends and provide an inspirational roadmap for the future of our industry.

The lineup for the first half of 2022 includes the industry’s most popular events like IAB’s Annual Leadership Meeting (ALM), IAB NewFronts, and IAB Podcast Upfront. Additionally for the first time, IAB is introducing a new event entitled the “IAB PlayFronts,” a one of a kind buyer marketplace that will define the gaming landscape, elevate the effectiveness of gaming, and demonstrate creative[5] opportunities for brands.

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IAS Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science(ISA), a global leader in digital media quality, announced on December 2, 2021, the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements.

“We first launched Context Control to help our customers transform their targeting[6] strategies, and it’s already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization,” said Lisa Utzschneider, CEO, IAS. “With strong response from both buyers and sellers, we’ve continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting[3].”

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1. Accelerated Mobile Pages. Accelerated Mobile Pages is a project supported by Google to provide web publishers with a way to serve web page very quickly for mobile devices.
2. Interactive Advertising Bureau. The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.
3. contextual targeting. Places ads based on content on screen or on the webpage. Advertisers can use contextual advertising to target consumers based on the environment of content they are in, for example, this could be ads for running shoes on a news article about running, or it could be ads for laptops on a tech ecommerce site.
4. ad tech. Advertising Technology, or ad tech, refers to software built for the advertising industry that helps improve media effectiveness and increase operational efficiencies. Ad tech can refer to a number of platforms, including demand-side platforms (DSPs), data management platforms (DMPs), supply-side platforms (SSPs) and ad exchanges.
5. creative. A creative often refers to the image, gif or file used to display the ad. Often creatives need to be uploaded whereby a code snippet for that creative will be generated.

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