AdLedger joins with IBM to test blockchain in advertising | American Express puts AR to work at Coachella | Nordstrom Rack to expand mobile checkout to Canada
April 19, 2018
MMA SmartBrief
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AdLedger joins with IBM to test blockchain in advertising
Nonprofit consortium AdLedger is working with Salon and IBM to demonstrate the potential of blockchain technology to provide greater transparency and data security in advertising. The shared blockchain ledger will allow Salon to track impression data and fees through a system IBM says can be fully audited but not altered.
MediaPost Communications (4/18),  Adweek (4/18) 
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Consumer Engagement
American Express puts AR to work at Coachella
American Express puts AR to work at Coachella
(Kevin Winter/Getty Images)
American Express leveraged augmented reality to allow Coachella attendees to buy merchandise anywhere at the festival using their mobile phones. AmEx cardholders could link their card to a wristband and use it to skip lines and shop merchandise by pulling up AR images on their mobile devices.
MediaPost Communications (4/18) 
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Marketing & Sector Solutions
Google debuts mobile Outstream video ads for beyond YouTube
Google has revealed Outstream, a video ad unit that was developed specifically for mobile and doesn't require a YouTube placement. The new ad format can be run as native in-app, in-feed, banner and interstitial ads.
MediaPost Communications (4/18) 
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Dow Jones teams with browser in ad-tech initiative
Dow Jones Media Group is working with the web browser Brave to find a way around Facebook and Google to distribute content. As part of the blockchain-driven initiative, consumers are being offered free two-year subscriptions to Dow Jones products if they download Brave, as well as the tokens to unlock gated content if they access verified publisher content through the browser.
Adweek (4/18) 
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JPMorgan Chase uses algorithm to monitor YouTube ad placements
JPMorgan Chase has started advertising on YouTube again after receiving assurances from parent company Google that the company has improved its ad-placement systems. In addition, the bank has created an algorithm to monitor its ads on the site and grade the appropriateness of their placement.
Digiday (4/19) 
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Addressable Audience
Sponsored content from Pandora
Addressability. The real metric behind scale.Interpreting audience metrics can be tricky. Without the right context, numbers can easily be misinterpreted or appear inflated. That's why it's essential for marketers to understand the difference between addressable and non-addressable audiences, as well as how to differentiate between the two when looking at industry reports. Click to learn more.
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    Industry By the Numbers
    Study: Smartphones preferred for opening brand emails
    Most emails by brands are opened on smartphones, with the platform especially popular in the sports and travel industries, per Movable Ink. Desktop still dominates purchases and came in second as the most popular platform for opening emails.
    MediaPost Communications (4/18) 
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    Making It Work
    Alexa offers phone calls by voice command in hotel rooms
    Hotel guests in a trial run in Arizona can use smart speakers to place phone calls thanks to hotel concierge service Volara and its partnership with Amazon Web Services' Alexa for Business. Users can simply command Alexa to place a call.
    VentureBeat (4/18) 
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    MMA News
    Webinar: Rewarded video – Make your brand the hero!
    Find out how America's top brand marketers have taken their game to a new level with rewarded video experiences within the app stores top gaming apps. Explore the best practices to create memorable rewarded video experiences that capture attention, drive an emotional connection and deliver your brand message in one of the most engaging environments to reach a mass audience. It's time to get in the game. Register today – Thursday, May 17 – 2 p.m. to 3 p.m. EDT
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    eMarketer Live: Register Now for Key B2B Content Marketing Tactics
    Content marketing is hitting a saturation point. Simply creating and sharing content without a clear purpose will no longer be enough. Join eMarketer’s live-video webinar, made possible by Marketo, for a data-packed chat and three areas of focus for brands seeking to refine their approach today. Reserve your seat.
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    The sea does not reward those who are too anxious, too greedy or too impatient. ... One should lie empty, open, choiceless as a beach -- waiting for a gift from the sea.
    Anne Morrow Lindbergh,
    author and aviator
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