Observed Signal · May 27, 2026 · Market Signal · Source: InMarket · Impact: 2/5
InMarket and Basis Expand Strategic Partnership to Bring RMN Audiences, Lift Optimized Audiences, and Outcomes-Focused Measurement Natively into Basis Platform
InMarket and Basis have announced an expansion of their strategic partnership to integrate RMN audiences and optimized measurement solutions into the Basis platform.
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Recent verified developments and strategic activity across this market segment.
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.
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.
InMarket Blog: New Posts on Pinterest, TikTok, Madhive Partnership, and Measurement Insights
InMarket published new blog posts covering Pinterest campaign analysis, interviews with CPG Guys and TikTok's Ann Nguyen, a Madhive partnership announcement, foot traffic measurement 101, and Cannes insights.
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