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Broadsign Partners with AdMobilize; TVSquared Launches Always-On Attribution Platform - ExchangeWire.com

This ExchangeWire weekly update covers five ad tech developments: a partnership between Broadsign and AdMobilize to deliver real-time, aggregated audience measurement for DOOH networks; TVSquared's launch of an always-on cross-screen attribution platform spanning linear and OTT/digital TV; new insights from the 2020 Adblock report showing a 64% rise in mobile adblocking (527 million mobile users) with additional desktop trends; PubMatic's video monetisation trends study with Forrester Consulting highlighting the share of video in programmatic spend and key needs around header bidding and identity solutions; and the IPA's Making Sense report on changing commercial media habits, including smartphone impact and Netflix's notable weekly reach.

Broadsign and AdMobilize Partner to Provide AI to DOOH Networks - ExchangeWire.com

AdMobilize and Broadsign announced a partnership to bring AI-powered audience analytics to DOOH networks. The integration enables real-time transfer of AdMobilize's aggregated, anonymous audience data into Broadsign's platform, allowing media owners and advertisers to report and optimize campaigns across inventory. The audience reporting module delivers metrics such as total impressions, attention time, gender, age, emotion analysis, gaze-through rate, and other KPIs at scale. This capability aims to help advertisers refine campaigns and creatives based on audience viewership at the ad-copy level, and supports more efficient programmatic transactions in DOOH. The collaboration is highlighted by Francois Hechme, VP of Products at Broadsign, and Mike Neel, Global Head of Marketing/Sales at AdMobilize. Ad Mobilize emphasizes cutting-edge computer vision and patented AI, enabling real-time, anonymous insights that can feed Broadsign Reach, which grew 460% in 2019.

Shopper Behavior Begins In-Store – But Brick-And-Mortars Need Tech To Harness It

Shopper behavior in brick-and-mortar stores is increasingly tracked with location-based tech, turning in-store venues into platforms for advertising technology. The article notes a lack of major, data-rich players in multichannel retail tech, with startups seeking retailers that have infrastructure and scale. It highlights Stary Browar, a Polish shopping center with 240 stores and 1.2 million monthly visitors, using Cosmose beacons to link offline app activity to online cookies for better ad targeting. AdMobilize announced a $1.6 million funding round to install beacons and cameras for shelf-level analytics, though beacons depend on customers using a merchant app. Gartner’s Robert Hetu states that up to 50% of store activity is driven by digital channels. Spring Marketplace, led by Jonathan Dyke, leverages card networks (Visa, MasterCard, AmEx) to target based on spending history; Cumberland Transit in Nashville uses it with no in-store integration. Point Inside, with Target, digitizes stores by providing inventory, foot traffic and layout data; Target declined to comment.