Methbot controversy; Native Advertising Grows Rapidly and Blis partners with Moat.

ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Methbot controversy; Native advertising grows rapidly; Nielsen acquires Gracenote; TubeMogul becomes Instagram Partner member; and Blis partners with Moat.

Blis partners with Moat

Location data specialist Blis choose Moat as their viewability partner. The companies just announced their partnership, underlining Blis’ commitment to adhere to mobile guidelines for both mobile in-app and mobile web, as defined by the MRC.

“Advertisers are demanding clear definitions on viewability, Blis believe partnering with Moat gives us the best viewability analytics on the market”, says Greg Isbister, CEO, Blis. “Viewability, along with other location metrics such as store visit rates, allows advertisers to understand how consumers are interacting with their campaigns beyond clicks and impressions.”

Jonah Goodhart, CEO and co-founder, Moat, adds: “Location data is a valuable resource for marketers looking to reach their mobile-first consumers at the right time and in the right place. We are thrilled to work with Blis across all of their campaigns to provide marketers with even greater insight into how their audiences pay attention.”

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