ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Google Analytics 360 Suite; Live ad insertion for Sky Go Linear; Rubicon Project and Mediaocean partner up; M&C Saatchi Mobile use Drawbridge; and Adyoulike goes in-feed native.

Google launches Analytics 360 Suite

Google joins integrated solutions providers, such as Atlas or Oracle, and unveils their own suite of products designed to unify marketing efforts. Aimed at large businesses, the Analytics 360 Suite is a package of enterprise solutions that integrate AdWords and DoubleClick as well. Dubbed by Google a "measurement platform", Analytics 360 is comprised of six products, enabling data sharing and analysis throughout clients' organisations.

Audience Center 360 currently exists as a beta version only, and is a DMP with native Google and DoubleClick integration, as well as support for third-party-data and DSPs. Optimize 360 (beta) tests and personalises site versions, while Data Studio 360, also in beta, provides data analysis and visualisation.

Previously, Tag Manager was only part of Google Analytics. The Tag Manager 360 is a new stand-alone addition, while Analytics 360 is merely Google Analytics Premium, renamed. Attribution insights are covered by Attribution 360, a fully rebuilt solution on the basis of Adometry, which analyses performance across all channels, devices, and systems.

Essentially, another Google one-stop-shop, the Analytics 360 Suite has launched in limited beta, for the time being. It remains to be seen whether enterprise customers will buy into a single source solution, especially in terms of sharing data with Google and giving up third-party measurement solutions.

Dynamic ad serving on Sky Go Linear

Sky Media partners with Yospace for a live ad insertion solution for its Sky Go service, the companies have announced. Apart from enabling dynamic ad serving, the new solution also allows for cross-device targeting. Sky advertisers can overlay ads aimed at selected target groups, ranging from conventional, broad TV demographics, to targeted Sky AdSmart audiences.

"The enablement of dynamic ad serving in Sky Go Linear, and the ability to extend Sky AdSmart on Sky Go, marks a big leap forward for both advertisers and viewers”, says Jamie West, deputy managing director of Sky Media. "We wanted to provide a seamless viewing experience, but also consider Sky Go viewers’ more personalised relationships with their TV content."

To this end, Yospace's technology is able to frame-accurately splice replacement advertisements in such a way that the viewer is unable to distinguish replaced content from the underlying stream.

Adds Tim Sewell, CEO, Yospace: "Our dynamic advertisement replacement technology allows tailored adverts to be fully personalised, delivering view-through rates in excess of 98%. When applied to Sky Go, whose audience is measured in millions, we anticipate substantial benefits for both viewers and advertisers.”

Rubicon Project's Orders integrates with Mediaocean's Prisma

In an effort to automate direct buying and selling, Mediaocean partners with Rubicon Project. Rubicon's ad inventory will be made available to buyers through Mediaocean's Prisma platform, the companies announced.

Bundling Rubicon's order management for publishers with the Mediaocean capabilities of campaign management and billing, the two companies are hoping to scale automation efforts for the direct buying sector.

"The significance of our partnership with Mediaocean to enable automation to reach into the rapidly growing direct advertising sector cannot be overstated", says Ryan Polley, SVP product management & strategy, Rubicon Project. "Our partnership, and the direct benefits it will make available to both buyers and sellers globally, signals a clear evolutionary shift in how media has traditionally been bought and sold, creating a new direct-buying standard for the entire industry."

Considering that the direct advertising market is set to reach the USD$60m (£41m) mark this year, the partnership is an attempt at consolidating Rubicon and Mediaocean in the continuously growing programmatic sector.

M&C Saatchi Mobile goes cross-device with Drawbridge

Mobile marketer M&C Saatchi is adding Drawbridge's cross-device platform to its mobile programmatic offerings, enhancing M&C Saatchi's already existing cross-device efforts in terms of media-buying, targeting, and reporting.

"Mobile is the device at the centre of our lives; but there is no substitute to understanding a complete picture of consumers across all devices, which is how we help our clients deliver a stronger, seamless user experience across all channels", says Libby Robinson, EMEA managing director, M&C Saatchi Mobile. "We’ve been providing cross-device reach and measurement for years; but in an ever-evolving market, it’s important that our partnerships expand in order to deliver the best results and most flexibility for our clients."

The integration of Drawbridge's Connected Consumer Graph applies to regional and global campaigns.

In-feed retargeting platform by Adyoulike

Adyoulike goes native with retargeting. The technology company announced a new offering that integrates retargeting into in-feed, native advertising, promising relevant and precisely targeted content.

"The strengths and capabilities offered by native advertising are huge", says Francis Turner, MD, Adyoulike. "Couple that with the proven response rate of retargeting users with relevant content to help them through the buying cycle and you have the catalyst for a really effective piece of digital advertising."

The new in-feed retargeting technology does what it says on the tin: It retargets the same way as conventional display, but appears in-feed and native in the hosting environment, labelling ads as 'sponsored content'.

The in-feed retargeting capabilities will be added to the native stack and will be offered to partner brands and publishers.