April 20, 2021
IAB SmartBrief
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Top Story
Adtech firms join forces to ease interactive CTV media buys
Advertising tech firm Innovid has joined with sell-side platform Magnite and buy-side platform The Trade Desk to enable brands to create, purchase and deliver interactive connected TV ads programmatically. Through the partnership, brands have access to 50 CTV publisher apps with capabilities such as incorporating scannable QR codes, integrating creative overlays and delivering in-ad experiences.
Full Story: MediaPost Communications (free registration) (4/19),  Next TV/Broadcasting+Cable (4/19),  Adweek (4/19) 
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B2B Summit North America
Face bigger expectations and ongoing uncertainty with confidence. Come to B2B Summit for research-based insights that will help you adapt and accelerate growth.
Marketing Trends
Grubhub, Tito's, Mastercard and Anheuser-Busch are among an increasing number of brands tapping into experiential livestream opportunities, a market estimated to reach $247 million by 2027, to cut through media clutter, forge deeper ties with consumers and own all of the related consumer data. T-Mobile says that livestream engagement is 10 times higher than social media, and Bulldog Digital Media reports average watch time for AT&T, Hyundai and other clients is 41 minutes.
Full Story: Forbes (tiered subscription model) (4/19) 
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Big Commerce analysis of 50 brands found Instagram shoppable posts boosted website traffic by up to 1,416%. Laura Davis offers tips on maximizing product discoverability and sales on Instagram, Reels and IGTV even without the checkout functionality such as using product tagging and automatic highlights within story settings.
Full Story: Social Media Examiner (4/19) 
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The Blueprint to Account-Based Marketing
ABM expert? First-time ABM-er? Either way, we've got you covered. Whether you need some quick inspiration or a full step-by-step guide to implementing your first go-to-market campaign, this guide contains the keys to your ABM success. Check it out!
Mobile Focus
How 5G, pandemic are creating the perfect AR moment
(Edward Berthelot/Getty Images)
Ericsson Emodo's Jake Moskowitz explains why 5G and the pandemic are driving user interest in augmented reality experiences, in particular product try-ons, embedded ads within AR experiences and AR portals. "We're seeing AR works up and down the funnel in our early tests. ... Those exposed to AR love AR," Moskowitz said.
Full Story: Marketing Dive (4/15) 
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NEW Survey Results: Beyond the Cookie Report
How are marketers and publishers preparing for a post-cookie world? We surveyed 1,000 decision-makers to find out. Get a copy of "Beyond the Cookie: The Future of Advertising for Marketers & Publishers" from Lotame to learn how companies are preparing. Access the report here.
Company Watch
Listen up, says Reddit Talk
(Reddit Inc.)
Reddit has begun testing Reddit Talk, an audio tool that enables community moderators to don a range of avatars and host audio chats and other events within their subreddits, who can interact via questions and emojis. Reddit plans to expand moderator access and add additional tools to the interface.
Full Story: TechCrunch (tiered subscription model) (4/19),  Social Media Today (4/19),  The Verge (4/19),  Adweek (4/19) 
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Pinterest has launched a Content Claiming Portal, its version of Facebook's Rights Manager platform, to enable creators to better protect their content. To participate, creators have to apply and, once approved, are able to upload content and specify where it can be used: only with Pins from the creators, only with Pins that link to the creators' websites or not on Pinterest at all.
Full Story: Social Media Today (4/19),  Adweek (4/19) 
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Global Omni-Channel Benchmarks Report
2020 upended the way we engage with content, and brands have had to adjust accordingly. See what Innovid data revealed about how omni-channel advertising trends have shifted in such an unprecedented year. Download the report.
Brands & Campaigns
Burns Group touts "Charli & Dixie x Simmons"
(Serta Simmons Bedding)
Simmons has teamed with TikTok star sisters Charli D'Amelio and Dixie D'Amelio to create the "Charli & Dixie x Simmons" mattress line, which is being promoted with a campaign from Burns Group. The push includes ads on Instagram and YouTube, with primary emphasis on TikTok via ads and a hashtag contest that's offering two people the chance to win bedroom makeovers from each of the D'Amelio sisters.
Full Story: Ad Age (tiered subscription model) (4/19) 
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Client Reporting Best Practices Guide
If you had to answer on a scale of 'spreadsheets' to 'expertise,' where would you rate your current client reporting? If you're falling anywhere short of an expert, NinjaCat has a few tips and tricks we think you'll enjoy!
Access your free guide.
Policy & Research
Conill research reveals that 55% of US Hispanics notice online ads, 30% shop online daily (compared with 26% of the general population) and 80% are likely to test new products amid the pandemic (compared with 70% of the general population). Additionally, Hispanics have spent approximately two more hours a week on their phones during the pandemic (versus the general population) social networking, viewing videos and listening to streamed audio.
Full Story: MediaPost Communications (free registration) (4/19) 
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IAB News
2021 IAB NewFronts
The 2021 IAB NewFronts will take place May 3 to 7, and will provide buyers and sellers a holistic video marketplace inclusive of video across every screen. Digital, streaming and linear video creators/publishers are invited to showcase their upcoming content offerings. NewFronts will take place in context of IAB's cross-industry video initiative, which aims to modernize how video is bought and sold around a consistent set of principles, standards, practices and -- where applicable -- products and technologies.
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IAB THERE daily talk show
Your go-to source for daily media and marketing thought leadership. Watch live conversations with industry luminaries every week day at 2 p.m. ET or view on demand on your schedule. Tune in.
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April prepares her green traffic light and the world thinks Go.
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