Marketecture: Get Smart. Fast‪.‬ Marketecture Media, Inc.

In an interview with Marketecture, Ron Gutman, CEO of Wurl, explains how the company facilitates content distribution and monetization for Connected TV (CTV) through its technology. Founded in 2017, Wurl initially focused on creating free ad-supported streaming TV (FAST) channels, and now works with various TV manufacturers and app platforms to distribute and monetize content globally. Wurl's acquisition by AppLovin has expanded its reach into performance marketing, allowing advertisers to target CTV audiences with high precision. Gutman highlights Wurl's capabilities in content management, ad insertion, and real-time performance measurement, noting the significant shift from traditional cable to streaming and the company's role in this transition.
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Copyright (C) 2024 Marketecture Media, Inc.

For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tv
Copyright (C) 2024 Marketecture Media, Inc.

Big news this week as the Marketecture family expands.
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Copyright (C) 2024 Marketecture Media, Inc.

The interview with Joe Ranzenbach discusses the development and impact of the IAB Tech Lab's Open Measurement Software Development Kit (OMSDK). This standard, which emerged from the challenges of verifying ad viewability and preventing fraud in mobile app environments, provides a unified solution for ad verification. Initially developed by IAS and later adopted by the IAB Tech Lab, OMSDK simplifies the process by allowing a single SDK to execute various verification tags. This reduces the need for multiple proprietary SDKs, improving efficiency and user experience. The standard has seen widespread adoption, expanding from mobile apps to web, video, and connected TV, thus playing a critical role in ensuring ad quality and transparency across the digital advertising ecosystem​​.
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Kerel Cooper is the President of Advertising for Group Black. He takes us through how they connect brands with African American audiences and the challenges in the space for buyers and sellers.
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Copyright (C) 2024 Marketecture Media, Inc.

The interview with Neal Richter, Director of Science and Engineering at Amazon DSP, discusses the evolution and impact of IAB Tech Lab standards such as ads.txt, sellers.json, and SChain. These standards were developed to address issues of seller authentication and inventory misrepresentation in the digital advertising ecosystem. Ads.txt allows publishers to declare authorized sellers of their inventory, reducing fraudulent activities. Sellers.json provides a way for exchanges to list entities authorized to sell inventory, enhancing transparency for buyers. SChain adds a chain of custody to OpenRTB requests, ensuring the authenticity of the intermediaries involved. The adoption of these standards has been rapid, driven by the need for greater transparency and control in ad transactions. Challenges remain, particularly with in-app and CTV environments, but ongoing efforts aim to address these complexities and enhance the robustness of the digital advertising supply chain
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Copyright (C) 2024 Marketecture Media, Inc.