Arbitron’s Promo OptimiXer service is a single-source, cross-platform ratings tool designed to help cable networks evaluate the ROI  “tune-in” campaigns deliver in terms of audience ratings to the programs being promoted. Discovery Communications used it to gauge the impact of its multi-week radio and TV ad campaign for the April 2012 season premiere of “Deadliest Catch”…Mobile Rich-media Ad Interface Definitions (MRAID) 2.0, released today for comment by the Interactive Advertising Bureau and its Mobile Marketing Center of Excellence, offers better multi-screen ad-size scaling; standardized screen size, device capability, and other information relevant to desired ad behavior; clarification of video in the context of mobile rich media banner and interstitial ads; greater control over existing MRAID 1.0 expandable ads; and assurance that MRAID 2.0-compliant software development kits can display MRAID 1.0 ads without glitches…Mobile-ad platform developer Tapjoy inked a strategic partnership with enterprise user analytics maven Kontagent, aimed at giving Tapjoy customers the insights they need to optimize user-acquisition campaigns and to maximize monetization. For Kontagent, the deal strengthens its foothold in the mobile-app space.

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