PubMatic, an independent technology company focused on digital advertising’s future supply chain,has teamed upwith Proximic by Comscore to integrate the latter’s Predictive Audiences and Content Targeting solutions into the PubMatic platform. These solutions are contextually driven alternatives to ID-based targeting, allowing marketers and media companies to boost their reach and performance without relying on IDs. PubMatic’sConnectplatform provides media buyers with privacy-first access to data and insights, making data from Proximic by Comscore available to them. The integration enables PubMatic’s clients to reach key audiences across various devices and platforms, including desktop, mobile, and connected TV, in a premium and brand-safe environment.
Jessica Trainor, Head of Partnerships, Proximic by Comscore said,“We are excited to partner with PubMatic to make our Predictive Audiences easily accessible for targeting on the sell-side. This partnership offers buyers access to ID-less audiences that can be applied to private marketplaces to help close the addressability gap left by the many compounding factors driving signal loss in our industry.”
Mark Williams, Senior Director, Audience Solutions, EMEA at PubMatic said,“PubMatic is committed to providing advertising solutions that deliver results. This partnership with Proximic by Comscore enables us to offer addressable audiences, incremental reach and performance to our clients. Digital advertising industry is shifting from buy-side to sell-side targeting, a strategy that delivers superior addressability and performance for both publishers and advertisers in a privacy-centric matter.”
Interesting Read:The Adtech Landscape in 2023
The future of Adtech is likely to see continued growth and innovation in 2023, with the use of data and technology playing a significant role in helping to target specific audiences and measure campaign effectiveness overall. Additionally, the increased use of mobile devices and improved technologies are expected to drive growth in the digital advertising market. Here are a few specific talking points I believe will shape the Adtech landscape this year:
Growth of in-gaming advertising:There are around 2.5 billion gamers worldwide and this is predicted to reach 3.5 billion by end of 2023. The GCC is a rapidly growing market for gaming, with Saudi Arabia leading the way. Mobile gaming is becoming more popular thanks to its accessibility, allowing more people to play at a time of their convenience, and offering an opportunity for advertisers to reach a broader audience. Furthermore, the data generated by games also allows advertisers to better target and personalize ads to specific segments of gamers based on their behavior, preferences, and demographics. Advances in technology now allow for more seamless integration of ads into the gaming experience, so it becomes almost part of the game itself. Brands have a highly captive and engaged audience in ‘gamers’, so ensuring that ads are tailored and non-disruptive is key, utilizing the right data to serve ads programmatically.
Increased focus on data privacy:大多数国家正在实施或计划,小鬼lement data privacy regulations similar to the European Union’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) to protect the personal data of individuals. With this in mind, our focus in the region should remain on obtaining first-party data and complying with regulations. We should continue to utilize technologies that provide data-driven solutions for the advertising industry, such as exploring blockchain technology. Such platforms allow collaboration between advertisers, publishers, and agencies to manage their data and advertising campaigns more efficiently by using smart contracts and decentralized ledgers.
Better data-driven advertising:Advertisers are expected to become more focused on using first-party data to better target and personalize their campaigns in preparation for the post-cookie landscape. The advancement of technology that allows the processing, analyzing, and interpretation of large amounts of data, along with the use of Machine learning and AI, will help advertisers analyze data more quickly, accurately, and at a lower cost than ever before. Hence we will see more use of real-time data to make more informed decisions and react faster to market changes. This will also get more investment in predictive analytics tools and technologies.
Adoption of AI and Machine Learning:Companies in The GCC will increasingly adopt Artificial Intelligence and Machine Learning to improve their targeting and personalization capabilities. Additionally, the use of AI and Machine Learning can help automate many of the manual tasks involved in programmatic advertising, such as bid optimization and ad placement, which can save time and resources. Most importantly, the ability to analyze large amounts of data can provide valuable insights into consumer behavior and preferences, which can then be used to improve ad targeting and messaging. This can lead to more efficient and effective campaigns, better ROI, and increased customer engagement.
Rise of programmatic DOOH:The development of programmatic platforms and the ability to connect digital billboards to the internet has made programmatic DOOH advertising not only possible but a key differentiating factor for brands looking to reach their audiences. The growth in the number of digital billboards, kiosks, and other forms of DOOH media available in the region, and investment by brands and agencies in DOOH advertising, will give rise to a more buoyant Programmatic DOOH market I believe. Already we are seeing more regions activating programmatic capabilities with the right partnership. It is so important to choose the right platform that can handle the buying and selling of DOOH inventory, target the right audience and provide accurate measurement of ad performance.
This guest post is written by Romit Gharat, Director of MMP Worldwide, Middle East.
Lemma, an independent Supply Side (SSP) Platform for DOOH & Phi advertising has partnered to make Phi’s digital billboards available for programmatic purchase on Lemma’s SSP platform. The new partnership will allow global advertisers to use Phi’s premium digital billboards through Lemma’s platform.
Phi and Lemma are teaming up to expand the reach of global advertisers by making Phi’s high-traffic roadside digital billboards available for programmatic purchase through Lemma’s platform. This will allow advertisers to access Phi’s inventory in premium locations in UAE and Lemma’s platform will connect with leading global DSPs for this purpose.
Lemma will assist Phi in increasing their digital billboards’ usage and revenue potential by providing programmatic features such as real-time ad synchronization with data like weather, traffic, footfall, etc. This will help Phi to achieve higher fill rates and better returns on their digital out-of-home inventory.
Phi is integrating 50% of its digital billboards into Lemma’s platform, with the goal of making its entire network available for programmatic purchasing. The billboards are strategically placed and designed to easily catch attention, allowing brands to connect with relevant audiences using insights, creativity, and innovation.
And that’s what they said
“For years, brands struggled to measure the effectiveness of out-of-home ads. But with Lemma programmatic DOOH solutions, we are confident to promise our clients a high precision targeting and clear-cut ROI for a broadcasted reach,”saidBashar Dababneh, Head of Marcomms at Phi Advertising
Sabarish Pillai, Global Programmatic VP, Lemma said that they are excited to work with PHI advertising and that they look forward to collaborating with their team to bring about a new wave of change in the DOOH space.
“The demand for programmatic DOOH is on the rise, and to keep pace with this demand, we at Lemma are onboarding leading providers like Phi advertising to bring more prime and quality inventory to the mix.”
Continuum Media is Lemma’s local partner, driving demand for Programmatic DOOH in the MENA region.
“这只是另一个成功的开始expansion in the Middle East. We are pleased to have phi screens onboarded with us. It’s only a matter of time before this brings about a significant shift in outdoor advertising,”said Mohammad Nayeem, sales director of EMEA, Continuum media.
Interesting Read:All You Need To Know About The Rise Of DOOH Advertising
Brightcove enters into a strategic partnership with Magnite, the world’s largest independent supply-side advertising platform.Magnitewill power advertising for Brightcove customers’ growing fill, and delivery to increase customer revenue. Brightcove has supported standard integrations of SSP and ad servers. Brightcove, the company that offers streaming technology solutions, is going to integrate the SpringServe ad server as well. This integration will enable publishers to have more authority, understanding, and clarity on the available ad inventory to better monetize their content.
The streaming company reviewed a large amount of data from ad-supported play requests on its top Server Side Ad Insertion service. As a result, it identified a significant opportunity to support its customers in maximizing revenue from unsold advertising inventory.
通过合并Magnite SSP的功能its offering, Brightcove will be able to provide its customers with new revenue-generating opportunities. The integration with SpringServe ad server will give these customers increased visibility into available ad inventory and a powerful means to optimize the monetization of their video content.
And what they said
Marc DeBevoise, CEO of Brightcovesaid,
“The needs of our large, global customer base are constantly evolving, and we are committed to evolving our solutions for them, including supporting our customers’ efforts to monetize their video content. This integration with Magnite and SpringServe is a key step to enabling us to provide our customers with best-in-class solutions to meet their needs, allowing them to increase their ad fill rate and generate better CPMs.”
Sean Buckley, CRO of Magnite said that they are excited to collaborate with the Brightcove team to provide seamless monetization opportunities to its high-quality video streaming customers.
“与我们的新的集成,Brightcove客户will gain access to video-centric advertising tools and real-time reporting across their traditional direct and programmatic sales channels. We’re also working with Brightcove on unique ways to enrich the value of customers’ video inventory by packaging information such as content metadata in a way that’s easy for ad buyers to leverage.”
Interesting Read:The Ultimate A-Z Glossary Of Digital Advertising!
Dentsu Programmatic has launched its strategic programmatic supply solution ‘Dentsu Curate’ in India. Dentsu Curate offers advertisers the first-of-its-kind opportunity to target quality, fraud-free, brand-safe, and viewable inventory, It allows them to improve performance and increase operational efficiency.
It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners. Dentsu Curate was first introduced in APAC. It is built on Dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships.
For the uninitiated, programmatic advertising helps advertisers target specific audiences and improve the efficiency of their advertising campaigns. For instance, advertisers can buy more than one DSP (Demand Side Platform) that is connected to several SSPs (Supply Side Platforms). As a result, they will have access to all the channels and publishers in the region. However, it can be challenging to reach addressable audiences without increasing costs. With Dentsu Curate, Indian advertisers will have access to addressable markets across Display, Mobile, CTV,DOOH,and native.
And that’s what they said
Speaking on the launch, Divya Karani, South Asia Chief Executive Officer, Media, dentsu said,
“Dentsu Curate offers our clients’ assurance and trust in maximizing fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfill these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”
Salil Shanker, Chief Operating Officer, Dentsu Programmatic added,
“At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.”
Saagar Sethi, President Amplifi India said,
“It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”
Double Verify, a leading software platform for digital media measurement, data, and analytics expands collaboration with LinkedIn to launch DV Custom Contextual and DV Authentic Brand Suitability on LinkedIn Audience Network. Together, they will provide mutual clients with scalable solutions to reach audiences, in contextually appropriate and relevant environments, at the right time – to help maximize campaign performance.
The two solutions empower advertisers to ensure their campaign impressions are delivered on inventory that aligns with their brand safety, suitability, and contextual needs. ThisDoubleVerifyexpansion is part ofLinkedIn‘s plan to roll out a safety hub for its LinkedIn Audience Network. It alsoincludesa list of publishers, as well as the ability to upload and apply block lists and custom-allow lists.
How will the advertisers benefit?
DV Authentic Brand Suitability goes beyond standard categories and keyword blocklists and offers customized protection to advertisers to avoid unsafe and unsuitable content before placing a bid. DV Custom Contextual provides advertisers with a scalable solution to reach the right audiences, at the right time – driving outcomes for brands.
As part of this release, the company builds on its previous work with LinkedIn to provide brand safety floors and invalid traffic protections on LinkedIn Audience Network. It ensures advertisers are protected from universally unsafe content.Through the Brand Safety Hub, LinkedIn aims to help marketers boost their advertising campaigns on the LinkedIn Audience Network, while also allowing them to customize their brand safety guidelines.
And what they said
Steven Woolway, EVP, Business Development at DoubleVerifysaid,
“Our work with LinkedIn underscores DV’s continued leadership position in optimizing media quality and performance holistically across the digital media landscape providing our advertisers the confidence to invest across channels and environments.”
“LinkedIn is a leading platform for B2B digital advertising, and we are thrilled to collaborate to support brand suitability and contextual targeting.”
Adweek reported that LinkedIn vice president of product Abhishek Shrivastava said in a statement,
“Through our work with DoubleVerify, we’re continuing to empower our customers to scale their marketing across our network of publishers to reach and engage a professional audience. The evolution of our collaboration reinforces our goal to foster a safe and trusted ecosystem with added controls to help customers drive better value from their campaigns.”
Brightcom, a publisher-side platform, is partnering with Intent IQ, an identity verification company. This will allow Brightcom to take advantage of Intent IQ’s bid enhancement service. It aims to better identify IDs in a cookieless environment, leveraging and maximizing monetization for Brightcom’s publishers’ portfolio.
Details:With this partnership,Brightcom集团打算提高其投标上限ability in RTB and programmatic advertising environments. The loss of cookies in browsers makes it increasingly difficult to target online ads. Therefore Intent IQ’s identity device graph will aggregate Brightcom’s publisher SSP and DSP IDs into one Intent IQ Person ID. It will do this while returning partner SSP and DSP IDs when those are missing. CEO Etai Eitany stated that Brightcom is known for its ability to help site owners and applications generate revenue across a variety of devices and environments, such as display, audio, and video.
Intent IQ is a subsidiary of AlmondNet Group that holds 150 patents mostly related to ad targeting. The company currently uses first-party ID clustering as part of its targeting process. First-party IDs are grouped into interests, or mobile app IDs are grouped into devices visited by the browser. Intent IQ supports third-party cookie and cookieless environments, such as Safari and the future Chrome.
What’s ahead:eMarketer reportsthat US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. It is expected to reach $141.96 billion in 2023.
In spite of lingering uncertainty as third-party identifiers are slowly phased out, programmatic advertising is booming. It is expected to provide the required transparency to the marketers for their campaigns, especially in a cookieless environment. This works only if advertisers know where their ads are appearing and what kinds of audiences see them. Therefore, programmatic advertising can gain ground when advertisers, ad tech platforms, and publishers work together for a new normal.
With a focus on measurement and ad verification, Integral Ad Science is pursuing two trends: contextual targeting and connected television (CTV). The company, which reports quarterly earnings, earned $323.5 million last year, an increase of more than a third from 2020. However, Integral’s net loss grew year-over-year as well, from $32 million to $52 million. CEO Lisa Utzschneider told investors that the key focus of the company is ‘growth’.
The recent significantacquisitionshave enabled IAS to acquire key technologies, services, and global teams in key growth areas, such as CTV, contextual targeting, social media, and supply chain optimization.
It has now hired over 100 people every quarter, more than any previous quarter. In Q4, IAS’ biggest acquisition, Publica, brought in $7.5 million of total revenue.Publica以2.2亿美元的价格收购,最大的3个e acquisitions IAS made last year. The Publica business is only 8% of Integral’s total revenue at the moment, but it’s a key component of Integral’s expansion into CTV. Lisa Utzschneider, CEO of IAS joined in late 2018. As stated by AdExchanger that Moat lost shares and customers following its acquisition by Oracle Data Cloud, leaving IAS andDoubleVerify, which also went public last year.To chase theCTVopportunity, however, means competing with other players, such as Nielsen.
Interesting Read:All You Need To Know About Connected TV Advertising!
CTV广告服务器,比如上市,可以收集增刊y-side information, like the app or show in which an ad appeared, or the type of video content, in order to improve ratings for TV campaigns. Many global publishers have chosen Publica to power their ad serving and to accelerate their CTV strategies. These include new integrations with rlaxx TV, VlogBox, and WPSD Local 6 as part of Paxton Media Group.
Utzschneider told AdExchanger,“It’s helping us launch differentiated products that our competitors just can’t build.”
Even though CTV is the biggest growth prospect but counterintuitively programmatic continues to be a tailwind for the business, and it continues to drive accelerated growth. Advertiser-direct, programmatic, and supply-side are the three main revenue areas for IAS.Advertiser direct revenue climbed 7% year over year, including revenue from the open web and social platforms. The fourth quarter’s programmatic revenue increased by 43% year over year. On a combined basis, advertiser revenue accounted for 84 percent of total revenue. The programmatic segment is expected to surpass the advertiser direct segment in the first quarter of 2022 as the largest component of total advertiser revenue.
A key driver for programmatic growth is the company’s contextual advertising product, which directs advertising dollars into brands-safe or brands-appropriate content. It also reconciles campaigns when ads are delivered to inappropriate media for brands.A potential investor asked in the earnings call whether geopolitical tensions (referring to the invasion of Ukraine by Russia) and increased online attention and social media content related to those “events” influence IAS’ interactions with advertisers.Utzschneidersaid,
“In terms of geopolitical events, our technology and services have never been more relevant.It’s — the relevancy has carried throughout this year, last year, given all of the unprecedented events that we have all experienced. And again, marketers, they continue to lean into our brand safety, brand suitability solutions, especially as we’re seeing that rapid adoption on the social platforms, the dynamic nature of social platforms and also the unpredictability of the content.”
Interesting Read:How Advertisers and Brands Are Responding To The Ukraine Crisis
The second phase of Yahoo and BuzzFeed’s strategic relationship was unveiled recently. This phase focuses on expanding addressable audience pools, which will provide advertisers with the scale they need as the usage of third-party cookies decreases, resulting in more programmatic advertising revenue.
Advertisers that use Yahoo’s supply-side platform will get priority access to BuzzFeed’s network of sites, which includes BuzzFeed News, Tasty, HuffPost, and others.
According to Iván Markman, Yahoo’s chief business officer, BuzzFeed will integrate Yahoo’s identity tech products, ConnectID, and Next-Gen Solutions, combining its first-party data with Yahoo’s to generate an addressable audience of over 148 million individuals.
Markman added –
“We need to have solutions for publishers with first-party data and those without first-party data.And because we treasure our consumers, in order to do that we need to have a community garden, as opposed to a walled garden, where we partner with like-minded publishers to help all of us grow.”
Interesting Read:End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
The agreement will assist both publishers to expand their advertising and data functionality, as well as boost audience scale, ahead of the looming deprecation of third-party cookies.
According to Ken Blom, SVP of ad strategy and partnerships at BuzzFeed, by giving preferential programmatic access to advertisers leveraging Yahoo’s SSP, BuzzFeed intends to enhance demand for its inventory and create greater ad revenues.
Preferred access allows BuzzFeed to establish arrangements with advertisers that use the platform ahead of time, such as ensuring them access to certain audience groups. This ensures that advertisers achieve their goals at scale, while BuzzFeed has access to the most diverse demand conceivable.
An industry first, AMC Networks makes addressable programmatic television advertising a reality. It announced a partnership with two of the biggest names of adtech –Trade Deskand Magnite.
The First Of Its Kind
The cable programmer worked on several campaigns with national advertisers to enable programmatic and addressable buying on linear television. The new capability allows advertisers to buy live TV inventory with the same type of automated technology traditionally reserved for digital.
For more than a year, AMC Networks has been working to make it possible for advertisers to buy linear TV through automated andprogrammaticplatforms. The aim was to enable advanced and automated buying tools, with enhanced targeting around popular and high-quality content.
Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks pledges to work on 100% linear reach addressability. He also added that providing a full range of advantages on linear television will be the prime focus of the advertising partnerships
“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by providing advanced programmatic buying, with full addressability, on linear television.”
Interesting Read:All You Need To Know About Connected TV Advertising!
Successful Pilot Experiment With The Advertisers
The cable programmer enabled the addressable TV capabilities in Q3. It teamed up with The Trade Desk and sell-side platform Magnite to implement addressable programmatic buying for major advertisers like Best Western, Smithfield Foods, Securian Financial. In astatement, AMC Networks said all these clients continued to stay live in the fourth quarter. It is also working to expand the current brand partners and add new ones.
In the past, such buys were only available for AMC Network’s web content, which is generally less expensive. Programmatic buys on linear TV involve advertisers cross-referencing their ownfirst-party datasetswith those of media owners to improve their audience targeting. This is usually accomplished using an encryption tool such as a data clean room.
AMC Networks claims the partnerships are crucial in an effort to protect the core linear product. In partnership with Magnite, the cable programmer intends to make linear reach 100% addressable, regardless of where the consumer views the advertising.
Matt McLeggon, senior vice president of advanced solutions, Magnitesaid,
“The work we’ve done with AMC brings the full power of programmatic execution to linear TV for the first time and gives advertisers the technology they need to holistically manage campaigns across CTV and linear TV.”
AMC claims an ideal partnership with trade Desk, a buy-side tool popularly known as ademand-side platform. Owing to the Trade Desk’s wide base of media buyers., more advertisers can access inventory.
Tim Sims, chief revenue officer, The Trade Desk said that the partnership will bring advertisers all the advantages of programmatic plus the opportunity to buy high-quality content like never before.
“Giving advertisers the access to a new pool of premium inventory and the ability to use their first-party data through this linear addressable capability is a perfect match.”