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Although some industry folk have worried that native advertising, through which ads take the same form as editorial content, can scale, technology platforms are trying to prove the opposite. “ There is confusion between branded content and native advertising,” he explains.

“ Branded content … leveraging deep editorial knowledge … has been around for many, many, many years.  That’s the part that people feel is hard to scale.“ With Plista, we leverage a less intrusive type of advertising that’s more native to your content.  We only sell on engagement metrics – whether that is a click or if it’s about a completed view.” This video is part of a series titled “ Exploring Data & Technology as Catalysts for Creativity.”   This series was produced at Cannes Lions 2016 in cooperation the  Xaxis.   For more segments from the series, please visit this page." CANNES —  TV ads bought using programmatic technology will grow to represent just 1% of the overall US TV ad spend in 2016, according to a recent e Marketer forecast.

The Xaxis acquisition has given it scale, growing from a three-country footprint to now operate in 44 markets, Schepers says.

This video is part of a series titled “ Exploring Data & Technology as Catalysts for Creativity.”   This series was produced at Cannes Lions 2016 in cooperation the  Xaxis.   For more segments from the series, please visit this page." CANNES —  After Outbrain, Taboola, Share Through and other native advertising technology offerings, comes  Plista.

Whilst the former tactic aims to switch on consumer interest, the latter sees marketers pay for end results.

Now there are so many ad technologies out there, things are changing, says  Bob Walczak, the global CEO of Light Reaction, WPP’s performance marketing division.“(There is) everything from viewability technology to programmatic and RTB, fraud prevention technology,” he tells Beet.

Give us another lever to pull, which is creative optimization, we love it.

In fact, give us as many levers as you can.” According to Moore, it’s clear that “there’s an inflection point going on between creativity, data and technology.” Historically, the industry has focused on the audience to which you show an ad.

TV in this video interview. “ I think there’s a real opportunity with performance to be able to kind of uplevel that and talk about it more as an outcome.

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