InMarket vs Locala

Your Agent Is Only as Good as Its Audience: When to Use Syndicated vs. Custom

New blog post added to InMarket's blog page: 'Your Agent Is Only as Good as Its Audience: When to Use Syndicated vs. Custom'.

Why SChain Validation Deserves More Attention in Programmatic

This article from IAB Tech Lab discusses the importance of the SupplyChain object (schain) in programmatic advertising for ensuring supply path transparency. It explains how schain records every entity that handled a bid request, but emphasizes that declaring a chain is not the same as validating it. Validation involves cross-checking each node against the public ads.txt and sellers.json files. The article highlights common issues like fabricated hops, duplicate seller IDs, and obfuscated bundle IDs. It urges exchanges, SSPs, and DSPs to implement and continuously validate schain to combat ad fraud, build trust, and protect revenue. The piece also mentions IAB Tech Lab's automated validation service and a proposed 1.1 update to the spec.

• The SupplyChain object (schain) records every entity that handled a bid request, starting from the original publisher.
• Validation of schain involves checking each node against public ads.txt and sellers.json files.
• A reseller must insert their own node into the chain when taking custody of a bid request, or the object becomes invalid.

Attentive VP Jema Birkmeyer Discusses AI's Role in Lifecycle Marketing

In a MarTech Series interview, Jema Birkmeyer, VP of Strategic Accounts at Attentive, discusses the evolving landscape of lifecycle marketing as AI and agentic AI take on more campaign decisions. She highlights a shift from rule-based marketing to direction-setting, where AI handles millions of real-time decisions about audience, messaging, timing, and channel, allowing marketers to focus on strategy and creativity. Birkmeyer emphasizes the need to balance short-term conversions with long-term customer value, noting that 65% of shoppers are open to more relevant messages, while 80% ignore irrelevant ones. She discusses the changing role of segmentation, the importance of deliberate testing for creative and strategy, and the risk of brands losing relevance through over-automation. The interview underscores that AI enhances but does not replace the need for human insight and creativity in building lasting customer relationships.

• Jema Birkmeyer is VP of Strategic Accounts at Attentive.
• Attentive is an omnichannel marketing platform for SMS, email, RCS, and push.
• 65% of shoppers are open to more messages if relevant; 80% ignore irrelevant messages.

Locala Launches CTV Planner for Market-Specific Investment

Locala, an AdTech company specializing in audience-based advertising, has launched a new product called 'CTV Planner'. This tool is designed to help advertisers adapt their Connected TV (CTV) investment strategies to the unique realities of different markets. The CTV Planner addresses the need for more granular, market-specific planning in the rapidly growing CTV advertising space, moving beyond a one-size-fits-all approach. While the article does not detail specific features or technical integrations, the launch signifies a continued push towards more localized and adaptable CTV advertising strategies, particularly relevant for international brands and agencies. The announcement was made on October 6, 2026.

• Locala launched a product called 'CTV Planner'.
• The CTV Planner is designed to adapt CTV investment to market-specific realities.
• The announcement was made on October 6, 2026.