S4M Joins IAB Tech Lab to Reinforce Mobile-Native Initiatives | MMA Global

S4M Joins IAB Tech Lab to Reinforce Mobile-Native Initiatives

June 13, 2018
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NEW YORK, June 13th , 2018S4M, a leading AdTech platform specialising in drive-to-store campaigns, joins the IAB Tech Lab to be an actively engaged member in driving mobile-first initiatives from the independent consortium. The IAB Tech Lab is made up of digital publishers, ad technology firms, marketers, agencies and companies from around the world with interests in the interactive marketing arena.

S4M is one of the few mobile-native demand-side platform (DSP) players among the IAB Tech Lab members and will aim to help the consortium put forward more in-app specific technical standards for the digital advertising industry.

“In recent times, we are seeing the digital advertising industry maturing in strides, our industry remains a wild west in need of specific and evolving technical standards,” explains Pierre Wurmser, Chief Product Officer at S4M. “Bringing forward dedicated technical guidelines for in-app environments will ensure a more sustainable and scalable digital ad ecosystem for every stakeholder.”

One initiative that S4M is looking to put in the spotlight is a standardized norm for image ratios of native in-feed ad formats. Publishers have various editorial sizes and there are differences between device types and operating systems. Native ad placements are not at all uniform across in-app environments. Standardizing technical specifications will help to address viewability and fraud concerns plaguing the marketplace with the possibility of universal measurements. Initiatives to put forward standardized technical specifications for mobiles will encourage more monetization and opportunities to scale up in the ecosystem. The “Mobile App Support for Ads.txt” released by the IAB Tech Lab last week is a clear sign that the industry needs more dedicated specifications for the mobile app landscape.

“We welcome S4M into the IAB Tech Lab. Our members are key to advancing our mission for sustainable industry growth of the global digital media ecosystem, especially as we transition into the post-GDPR era”, says Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab.

S4M remains committed to independent and collective efforts to mature the digital advertising landscape. Most recently, the company also joined the GDPR Transparency and Consent Framework put forward by IAB Europe and IAB Tech Lab. S4M is now proudly among the list of registered Vendors & CMPs.

About S4M

S4M – Shopper Marketing Made Easy – is the first and only mobile advertising technology that connects brands to consumers by bridging the gap between digital advertising and the real-world. S4M created a mobile-first technology that is unique in the industry to be accredited by the MRC (Media Rating Council) on the entire mobile user journey. The platform empowers brands with full transparency and control in their mobile data supply chain from mobile programmatic buying to consumer conversion in apps, mobile sites, and physical points of sales.

Founded in 2011 by mobile marketing pioneers, S4M is headquartered in Paris with over 160 employees and services more than 500 advertisers worldwide. The company has ten offices in the US, Europe, Asia Pacific, and Latin America. Discover more: http://www.s4m.io

Press Contact: Zoey Tung – Brand Content Manager, S4M ([email protected])