IAB's Tech Lab reveals Blockchain Pilot Program | Trending digital ad strategies to engage consumers | Snapchat's new partnerships boost news content
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July 18, 2018
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IAB's Tech Lab reveals Blockchain Pilot Program
The Interactive Advertising Bureau's Tech Lab is delving into how blockchain technology will affect digital advertising with a pilot program that's teaming up with blockchain firms including FusionSeven, Lucidity, MetaX and Kochava Labs. The program will result in guidelines for advertisers that will cover best practices, how blockchain can be used and the value it can deliver.
Ad Age (tiered subscription model) (7/17),  MediaPost Communications (7/17),  CMO (Australia) (7/18) 
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Marketing Trends
Trending digital ad strategies to engage consumers
Trending digital ad strategies to engage consumers
(Michael Nagle/Getty Images)
Scott Darrohn outlines four must-have digital advertising strategies for this year, including hyper-targeted content for niche audiences and incorporating voice into search-engine optimization. Use artificial intelligent bots to personalize interactions with customers, and consider millennial preferences for quick, convenient experiences, he writes.
Forbes (7/17) 
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Mobile Focus
Snapchat's new partnerships boost news content
Snapchat's new partnerships boost news content
(Lionel Bonaventure/Getty Images)
Snapchat has teamed up with news-focused platforms NewsWhip, SAM Desk, Storyful and Tagboard to enable them to distribute content from the platform using the Story Kit API. The platforms "will be able to use our Story Kit integrations to access and distribute publicly shared Snapchat content to the thousands of newsrooms and storytellers they collectively reach," a Snapchat representative said.
Marketing Land (7/17),  Axios (7/17) 
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IAB Direct Brand Summit in NYC on Oct 30-31
The first and only conference dedicated to Direct to Consumer Brands and the Direct Brand Economy. Connect with brands powered by data, dedicated to performance, and at the forefront of creating innovative ways to do business. Hear from Hubble, Brandless, Shopify & many more.
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Company Watch
Oracle releases SMS Public Aggregator Network
As part of its Responsys marketing platform, Oracle has unveiled an SMS Public Aggregator Network. The tool enables marketers to easily manage SMS campaigns across multiple territories without having to negotiate with each carrier.
MarTech Today (7/17) 
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Vox Media offers licensing deals for Chorus tech
Vox Media is hoping to boost revenue by licensing out its Chorus publishing technology, which powers its properties including Vox, Recode and The Verge. "We're providing a suite of enterprise-grade services that combine to create a large platform for brands that need strong tools to manage everything from content creation to monetization," says CEO Jim Bankoff.
MediaPost Communications (7/17),  The Wall Street Journal (tiered subscription model) (7/17) 
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Brands & Campaigns
Facebook celebrates small, local businesses in 4 cities
Facebook celebrates small, local businesses in 4 cities
(Jonathan Nackstrand/Getty Images)
72andSunny has created a "Keep it Local" campaign for Facebook; it spotlights small businesses and showcases how the platform can help them grow. The push includes print, TV, billboards and digital to spotlight businesses in Columbus, Nashville, Sacramento and San Diego and reveal the "culture, quirkiness and flair of each different city," said Facebook's Michelle Klein.
Adweek (tiered subscription model) (7/17),  The Drum (Scotland) (7/17) 
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Policy & Research
Study: Auto brands should provide info on social
Forty-eight percent of potential car buyers on social want product information from auto brands, 46% look for deals, and 18% seek educational content, per Sprout Social. Just 8% are looking for "inspirational content," and a meager 4% are interested in seeing influencer content.
MediaPost Communications (7/17) 
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IAB News
IAB Direct Brand Summit in NYC, Oct. 30-31
The first and only conference dedicated to Direct to Consumer Brands and the Direct Brand Economy will take place in New York City on Oct. 30 and 31. Hear founder keynotes from Peloton, Brandless, Shopify, Hubble, P&G, Le Tote, Stitch Fix and more on actionable advice and proven strategies on marketing, data, production, and fulfillment -- from SEO to storytelling and everything in between. Learn more.
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IAB Augmented and Virtual Reality Glossary
To help provide clarity and education about AR/VR, IAB is excited to share the new, in-depth Augmented Reality and Virtual Reality Glossary. The glossary contains a compilation of insights from key players in the industry that are pioneering AR/VR initiatives. From metrics and measurement to equipment and techniques, this glossary is your go-to guide to learn more about these formats. Read more.
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