Marketers need to understand users’ behavior across platforms, and Branch is launching a new cross-platform, cross-channel cohort analysis on Thursday that it says provides a quicker way to do that. Based in Redwood City, California, Branch began as a provider of intelligent “deep-links” that linked from an email, mobile web site page or in-app ad to a specific screen inside a destination, usually a mobile app. If that app wasn’t yet installed, the deep link opened to the app’s listing in an app store to download it. Cohort analysis from engagements. With this new cohort analysis, Branch is going beyond its previous event-based reporting, such as how many users installed an app after clicking on a specific link. Now, it is tracking cohorts of users across platforms and over time. Initially, it will track groups that install an app from Branch links, or re-engage with an app after installing it or who re-engage a web site after clicking a Branch link. Branch’s links can reside in virtua..

Facebook announced Thursday it is rolling out Ad Breaks to 14 more markets, bringing the total number of countries with access to the 15-second in-stream ads to 40. It is also launching Watch globally on desktop and Facebook Lite. The company shared a long list of Watch announcements — from the original programs it is renewing in 2019 to stats that show more than 75 million daily Watch visitors spend an average of 20 minutes on the video platform. Why you should careThe expansion of Facebook’s video Ad Breaks — and by extension the global roll-out of Watch — signals the company is putting more of its efforts on video and hoping advertisers will follow suit. With the global roll-out of Watch on desktop and Facebook Lite, video advertisers running international campaigns on Facebook will have access to larger audiences as users will be able to access the video platform beyond their mobile app. According to Facebook, more than 75 million daily visitors spend, on average, 20 minutes on Wat..

An out-of-home ad for XITE. part of a multichannel programmatic campaign. Two recent integrations of digital-out-of-home (DOOH) advertising show not only that such ads are rapidly becoming a full-fledged member of the digital ad ecosystem, but that they are creating new kinds of DOOH-enhanced, cross-channel marketing. Adelphic, a demand-side platform (DSP) acquired last year by ad tech firm (and Myspace owner) Viant, announced this week that DOOH inventory from Rubicon Project’s private marketplace is now available to its buyers. And mobile-oriented, Amsterdam-based DSP MobPro says it is now integrated with DOOH marketing platform Broadsign. DOOH goes programmatic. The Adelphic partnertship with Rubicon Project means marketers can “programmatically buy digital signage within a certain radius of the store location,” VIant CMO Jon Schulz said. That means Adelphic can now offer digital signage in physical proximity to a store as part of a campaign that includes ads on mobile phones, f..