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A consumer study of virtual reality (VR) advertising has found that the new medium is highly memorable with 70% aided recall across all ad formats and the highest levels occurring with the pre-roll, achieving as much as 90% aided recall.

The premium video industry needs a new measurement solution, say marketers and agencies in a new report from the FreeWheel Council For Online Video.

Video Advertising Bureau (VAB) members are exploring a multi-touch attribution measurement model designed to help networks showcase sales impact from premium, multiscreen TV video advertising.

Aiming to offer publishers combined and transparent demand pool for yield optimisation, video ad serving platform SpotX has integrated its header bidding suite with Amazon Publisher Services’ Transparent Ad Marketplace (TAM).

Outstream advertising provider Teads has released inRead 3D, a video format that uses depth of field perception to create a 3D effect for any video creative.

Aiming to enable US publishers to determine the TV commercials seen by households in real-time and re-target immediately ads on digital devices, Ireland’s TVadSync expanded the availability of its eponymous solution for US marketers.

ComScore and PlaceIQ have launched a joint solution to measure lift in retail visits resulting from TV, mobile and desktop advertising.

In-content advertising and data science company Connekt is emerging from stealth mode to unveil its TV advertising and commerce technology.