3 Most Common eCommerce Advertising Mistakes (and how to stay away from them)

April 11, 2019 | 138 views

Advertising is a great way for eCommerce brands to attract a relevant audience to their websites. This improves their chances of amplifying sales since they will be targeting people who are most likely to be interested in their products. However, you may still end up with mediocre results in spite of effective targeting and an attractive ad creative.

Spotlight

toprank-online-marketing

If you're looking for a digital marketing agency that has both deep experience and a continuously fresh perspective on integrated: content marketing, social media, influencer and search marketing, then we might be the team you're looking for. TopRank Marketing is a digital marketing agency that helps Fortune 1000 companies grow communities, increase sales and brand visibility online. We've been in the online marketing business since 2001 serving companies like LinkedIn, McKesson, Dell, SAP, Oracle, BMC Software, Dun & Bradstreet and many more market leaders.

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SOCIAL MEDIA ADVERTISING

Ad Networks for Publishers & Advertisers: Efficient Ad Buying & Selling

Article | July 14, 2022

When print publishers transitioned to online publishing, they were keen to find a way to generate revenue. Their revenue model in the print world was advertising, so they needed to monetize their content online. Display ads were a great start for them. They sold their advertising space to interested advertisers directly. Even then, there would always be some ad inventory that remained unsold. The need of the hour was a platform that could help them sell this inventory. That is when ad networks for publishers and advertisers came into the picture. Let us take a deeper look into how ad networks are helping both publishers and advertisers optimize their selling and buying processes. Ad Networks: Simplifying Ad Buying and Selling An ad network is a technology-backed platform that acts as an intermediary between a group of publishers who want to sell their ads and advertisers interested in buying them. Ad networks for publishers and advertisers first appeared in the mid-nineties as the earliest advertising technology to support online advertising. They helped advertisers buy ad space across multiple publishing platforms. The primary purpose of an ad network was to collect unsold ads from different publishers and put them up for offer to advertisers at a lower price than what a direct sale would cost. This kind of ad inventory was mostly referred to as remnant, non-premium ads that publishers struggled to sell directly. Today, ad networks for publishers focus on offering advertisers exclusive ad deals at premium prices. They pre-buy inventory from different publishers and then resell it to advertisers at premium prices to help advertisers get the impressions they expect. Types of Ad Networks Based on your audience, industry, topics, and formats, you have four main types of ad networks to choose from: Inventory-specific networks: Such networks have ads of a specific type, such as mobile or video. Vertical advertising networks: These are ad networks that focus on a specific topic, such as fashion, automobiles, or business. Premium networks: These are the networks that offer premium inventory, mostly from popular publishers. Targeted networks: These networks offer specific targeting capabilities through a built-in ad server. How do Ad Networks Work? Ad networks for publishers and advertisers keep on evolving with technological advancements. To understand how the best ads network works, here are the dynamic steps they follow to benefit publishers and advertisers: Ad networks compile multiple publishers with available ad inventory. Advertisers create campaigns using the ad network’s campaign panel, keeping in mind their budget, target audience, and any other special attributes. The publishers install relevant ad network tags on their websites. When there is a match between an ad campaign set by an advertiser and the publisher’s ad inventory, ad information is sent to the publisher. The ad network provider gets a share of the ad revenue generated from the campaign or by selling the inventory at a higher price than the publisher. Using the ad network’s campaign panel, the advertiser tracks and manages the ad’s performance. Ad Networks in Programmatic Advertising Ad networks for publishers and advertisers are a part of programmatic advertising, which is the process of automatically buying and selling digital advertising space. In this space, demand-side platforms (which help advertisers) and supply-side platforms (which help publishers) streamline the buying and selling process through real-time bidding (RTB). Businesses and enterprises rely on programmatic advertising for their digital advertising needs because publishers are adopting native ads on their websites. Thanks to native ads, ad blockers don’t affect advertising, and marketers can optimize and improve their ads with programmatic techniques for campaign success. It's no surprise that programmatic digital display ad spending is expected to increase by 25.8% this year (Source: Brand Equity). In conjugation with ad networks, an ad exchange connects DSPs and SSPs autonomously. An ad exchange came into the picture in 2005 when ad networks were not enough to solve the cumbersome problem publishers were facing ─ selling unsold ad space. Automation in the open marketplace for buying and selling digital ads was the solution. An ad exchange offers a streamlined platform for advertisers, publishers, ad networks, and other parties to connect their ad serving technologies for efficiency. Ad Network and Ad Exchange: What is the Difference? In the programmatic advertising ecosystem, the ad network and the ad exchange are two important components that are often mistaken to be the same because of their role in media buying. Let us take a look at the factors that separate the two. Attribute Ad Network Ad Exchange Function Intermediary between publishers and advertisers Open marketplace for everyone Identity Company Technology Key Users Publishers, advertisers and agencies Publishers, advertisers, agencies, ad networks, DSPs, SSPs and ATDs Important Characteristic Pre-segmented ads for particular audience. Promotes bulk buying and selling. Pool of various types of ad inventory. Based on an impression-per-impression trade Ad Quality Top-tier ad inventory, often sold for the first time All available inventory on sale including remnant ad slots Optimization Time consuming Optimization possible on-the-go Cost Stable and determined by the ad network Dynamic pricing based on real-time bidding by advertisers Impact on Advertiser Ad prices are higher Advertisers can define the pricing Impact on Publisher Low control over inventory pricing and optimization More control over value per impression Buyer/Seller Information Advertisers are unaware of the placement of their ads Publishers don’t know who the advertisers are Both advertisers and publishers have each other’s information Why Advertisers and Publishers Rely on Ad Networks? A Wider Range of Options With the help of top ad networks, advertisers and publishers can buy or sell more ad space. As a part of monetization strategies for publishers, they can rapidly increase their revenue through premium or remnant inventory because ad networks bring them the highest paying bids. Advertisers, on the other hand, can easily find any type of ad inventory that matches their budget for ad publishing. Higher Return on Investment Top ad networks bring in more revenue from advertising. The better the quality of ads, the higher the revenue for advertisers because they get precisely matched with their targeting needs and they can choose the most profitable deals. Increased Efficiency Automation in matching publishers and advertisers is the biggest advantage of advertising networks. It saves the time of manually looking for suitable deals or favorable pricing. The best publishers that bring the best impressions on ads can easily be approached. Publishers can get their inventory sold for the best price thanks to digital advertising networks. Features of an Ideal Ad Network for Publishers & Advertisers Here is a list of features you can refer to while choosing an ad network that caters to your needs: Size: The size of the advertising network matters because it facilitates a steady traffic. The more traffic it can deliver, the higher your ROI will be. Quality: Identify the quality of the inventory that an ad network offers. It should match the kind of inventory you need. Audience Targeting: Your ad network should support different audience targeting options so that ad campaigns work perfectly well. Format Support: Your ad network should support different formats like responsive, call-only, animated GIF or simple banners so you can diversify into different formats without any hassles. Reliability: Depending on your requirements, ensure that the network doesn’t go down and provides consistent service so your business remains unaffected. The interface should also be easy to use, clean, and rich with data to help your marketing team optimize their personalization efforts. CTV Streaming Platform Used PubMatic to Bump its Revenue by 400% Future Today, a premium CTV streaming platform, used PubMatic’s platform to drive its ad revenue. PubMatic helped Future Today partner with a leading CTV DSP and achieve a lucrative private marketplace (PMP) agreement to create incremental demand through direct integration and optimized engagement. “PubMatic has been one of Future Today's fastest growing demand partners in the last 6 months. The entire team has been a pleasure to work with and they genuinely understand the value of CTV in the market.” – Katya Shkolnik, Head of Partnerships, Future Today Inc. Key Takeaways Display, native, and banner advertising campaigns are critical for marketers like you to scale your business, so understanding how and what an ad network for publishers and advertisers does is important to creating the best, most effective advertising campaigns that bear results.

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SOCIAL MEDIA ADVERTISING

Google’s and Facebook’s Grip on Digital Advertising Markets

Article | July 13, 2022

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

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AD NETWORKS

Which Online Advertising Strategy Is Right For Your Business?

Article | October 20, 2022

Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

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Alex Webb: More kids with smartphones spells advertising bonanza

Article | February 10, 2020

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

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Spotlight

toprank-online-marketing

If you're looking for a digital marketing agency that has both deep experience and a continuously fresh perspective on integrated: content marketing, social media, influencer and search marketing, then we might be the team you're looking for. TopRank Marketing is a digital marketing agency that helps Fortune 1000 companies grow communities, increase sales and brand visibility online. We've been in the online marketing business since 2001 serving companies like LinkedIn, McKesson, Dell, SAP, Oracle, BMC Software, Dun & Bradstreet and many more market leaders.

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AD NETWORKS

Audiencerate and Equativ partner to deliver market-leading addressable advertising

Audiencerate, Equativ | December 02, 2022

Audiencerate, the identity hub enabling data-driven advertising, today announced a partnership with Equativ, a leading independent ad monetisation and curation platform. The partnership enables buy-side clients and data owners to harness the combined power of data targeting and premium cross-publisher inventory to deliver tailored addressable advertising. By activating Audiencerate’s proprietary data via Equativ’s Buyer Connect digital ad curation platform, advertisers will be able to layer audience segments across premium publisher inventory. This allows them to utilise additional campaign targeting and optimisation capabilities, to maximise media investment and campaign performance, by reaching tailored audiences with more relevant ads, based on user behaviour, at scale. In addition, data owners with access to the Audiencerate data onboarding platform can leverage the integration to seamlessly onboard, market and monetise their data via the Equativ curation platform, among a variety of other demand-side platforms (DSPs) and supply-side platforms (SSPs). The integration between Audiencerate and Equativ establishes a direct data bridge between the two platforms to ensure fast and simple data onboarding, driving efficient programmatic campaign activation. Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers." Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers. The platform provides transparency for advertisers and helps maximise media investment which perfectly align with our goals as a business. It’s a true meeting of our technology, people and values.” Sara Weber, Director, Platform Partnerships, Equativ: “The creation of valuable private marketplaces is not just a trend – Equativ’s alliance with Audiencerate’s robust user data is a consolidation of what this key offering represents to buyers and publishers: addressability, reliability and scalability, all while benefiting industry professionals and respecting consumer privacy. We are excited to work with the Audiencerate team and are looking forward to expanding the scope of our partnership to benefit marketers, media owners, and data providers across the market.” Privacy compliance is core to the Audiencerate platform which adheres to all local data protection and privacy regulations, including GDPR, CCPA & TCF 2.0. Data is encrypted across all stages of the journey.

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AD TECH AND MARTECH

Yahoo Selects AWS as Its Preferred Public Cloud Provider for Its Ad Tech Business

AWS | December 02, 2022

At AWS re:Invent, Amazon Web Services (AWS), an Amazon.com, Inc. company (NASDAQ: AMZN), today announced that Yahoo has selected AWS as its preferred public cloud provider for its advertising technology business Yahoo Ad Tech. Building on its longtime relationship with AWS, Yahoo Ad Tech is migrating all of its advertising technology workloads—including its media-buying and supply-side platforms, analytics, and identity solutions and products—from its on-premises data centers to AWS. The migration is part of the business’s ongoing digital transformation strategy to reduce IT infrastructure costs, transform its advertising business operations, and develop more tailored and immersive solutions to help brands connect with their audiences. Improving Scale, Inventory, and Effectiveness for Advertisers and Agencies Yahoo Ad Tech reaches more than 540 million people worldwide through its advertising software platform that gives advertising publishers, brands, and agencies the ability to upload creative and automate media-buying across an inventory of mobile, web, and TV channels. The Yahoo Ad Tech platform uses Amazon Elastic Compute Cloud (Amazon EC2) compute-optimized instances, powered by AWS-designed processors, to provide publishers, advertising agencies, and brand customers with insights on real-time advertising performance. This reduces the time it takes to deliver the insights advertisers need to reach the right audiences at the right times and in the right formats. Increasing Advertising Performance and Revenues for Publishers In addition to giving brands a platform to reach audiences, the Yahoo Ad Tech platform offers media owners and publishers an ad-decisioning engine to help attract advertisers and manage their ad business. AWS’s proven global infrastructure and extensive portfolio of cloud capabilities—including analytics, compute, machine learning (ML), serverless, and storage—will enable Yahoo to rapidly innovate new features for its ad tech platform. Yahoo will help its publisher partners add measurement capabilities, optimize real-time ad-bidding, and hone ad inventory and effectiveness to determine the best mix of advertising while also attracting new brands. As part of its migration to the cloud, Yahoo Ad Tech is moving its central data platform to AWS to improve advertising effectiveness, personalization, and engagement for its advertiser and publishing customers. Using Amazon Simple Storage Service (Amazon S3), Yahoo Ad Tech will construct a centralized data lake to store hundreds of petabytes of data. The data lake will enable Yahoo Ad Tech to break down data silos and tap into AWS analytics services, including Amazon EMR (AWS’s industry-leading cloud big data service for processing vast amounts of data using open-source tools) and Amazon Athena (an interactive query service that makes it easy to analyze data). This will support rapid analysis of data from a variety of sources to understand advertising trends, target audiences, and deliver ad performance insights across its operations. Yahoo Ad Tech plans to use Amazon SageMaker (AWS’s service for building, training, and deploying ML models in the cloud and at the edge) to streamline its ML pipeline, which today contains thousands of models, and deepen the company’s ability to predict advertising spends, ad inventory, and the effectiveness of ad formats. Toexpedite cloud adoption for Yahoo Ad Tech and develop new advertising solutions, Yahoo is providing employees with cloud skills training using the AWS Designated Virtual Trainer (DVT) program. Yahoo is on track to conduct more than 50 instructor-led classes in 2022 with a goal of providing 2,000 IT employees with foundational cloud training over the next two years. These classes will help employees develop skills in application development, data management, and security to support Yahoo’s migration goals and drive innovation at scale. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “Running all of Yahoo Ad Tech on AWS provides us with a broad portfolio of world-class services that will allow us to help advertisers achieve the returns they want by providing them with precise audience targeting, while our ad publisher customers are able to scale and monetize their ad space.” “Yahoo is a digital pioneer and a trusted partner for the world’s biggest brands,” said Matt Garman, senior vice president of Sales, Marketing, and Global Services at AWS. “The world’s leading media and digital advertising companies rely on AWS as their cloud provider because we help them deliver performance and drive real growth. We’re excited to help Yahoo accelerate its migration to the cloud and bring innovative solutions that help advertisers serve customers all over the world.” About Amazon Web Services For over 15 years, Amazon Web Services has been the world’s most comprehensive and broadly adopted cloud offering. AWS has been continually expanding its services to support virtually any cloud workload, and it now has more than 200 fully featured services for compute, storage, databases, networking, analytics, machine learning and artificial intelligence (AI), Internet of Things (IoT), mobile, security, hybrid, virtual and augmented reality (VR and AR), media, and application development, deployment, and management from 96 Availability Zones within 30 geographic regions, with announced plans for 15 more Availability Zones and five more AWS Regions in Australia, Canada, Israel, New Zealand, and Thailand. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—trust AWS to power their infrastructure, become more agile, and lower costs. To learn more about AWS, visit aws.amazon.com. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews. About Yahoo Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

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Moloco Appoints Ben Jeger as Vice President of EMEA to Accelerate Growth in the Region

Moloco | December 01, 2022

Moloco, a leader in machine learning and growth solutions for performance marketers, has announced the appointment of Ben Jeger as Vice President of EMEA. With over a decade of mobile app marketing experience, he will focus on delivering the next stage of Moloco’s growth in the EMEA region. Immediate priorities include increasing Moloco’s EMEA team of world-class talent to help businesses scale their performance ad campaigns, through Moloco Cloud DSP, which uses machine learning with Deep Neural Networks to optimise campaigns for the best return on ad spend. In addition, Ben’s team will support Moloco Retail Media Platform, which focuses on the unique needs of e-commerce marketplaces by enabling merchants to create ad campaigns that increase discoverability and sales through relevant ad placements to the right shoppers at the right time. With a wealth of experience driving business growth in the region, Jeger most recently served as Managing Director of Central Europe at AppsFlyer, having previously managed operations for the marketing analytics and attribution platform in DACH and the Nordics since 2016. Prior to this, he was the Senior Director, Client Services for EMEA at Fyber (now owned by Digital Turbine), an app growth and monetisation platform. While at Fyber, he led the business exchange for the region and helped drive the company’s development of the mobile business. “Ben joins the Moloco team at a significant time for the business. His regional leadership experience and exceptional business acumen will be of great value as we continue to grow our operations in EMEA,” said Sunil Rayan, Chief Business Officer at Moloco. “Ben joins the Moloco team at a significant time for the business. His regional leadership experience and exceptional business acumen will be of great value as we continue to grow our operations in EMEA,” said Sunil Rayan, Chief Business Officer at Moloco. “Ben’s expertise in mobile app marketing and attribution gives him a unique insight into our offering as we look to deliver machine-learning solutions for app publishers and e-commerce marketplaces. We are delighted to have Ben onboard and look forward to his leadership in elevating our presence in EMEA.” The Moloco EMEA business has been extremely successful in the mobile games space, where 70 out of the top 100 gaming apps are working with Moloco to drive their growth. With the appointment of Ben Jeger, Moloco can expand its reach to e-commerce, fintech, and delivery apps to deliver on its mission to enable businesses of all sizes to benefit from the power of machine learning. “Moloco is not only considered to be the fastest growing DSP, it has proven that its advanced machine learning engine thrives in a privacy-first world by utilising Deep Neural Networks and first-party data to provide customers the best return on their ad spend”, said Ben Jeger, VP of EMEA at Moloco. “Moloco’s unique tech offering, paired with a highly experienced leadership team and strong values makes this the most desirable career opportunity for me. I’m thrilled to join such a talented team and to lead the growth of the EMEA business.” About Moloco Moloco’s goal is to make the digital economy more equitable and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com.

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AD NETWORKS

Audiencerate and Equativ partner to deliver market-leading addressable advertising

Audiencerate, Equativ | December 02, 2022

Audiencerate, the identity hub enabling data-driven advertising, today announced a partnership with Equativ, a leading independent ad monetisation and curation platform. The partnership enables buy-side clients and data owners to harness the combined power of data targeting and premium cross-publisher inventory to deliver tailored addressable advertising. By activating Audiencerate’s proprietary data via Equativ’s Buyer Connect digital ad curation platform, advertisers will be able to layer audience segments across premium publisher inventory. This allows them to utilise additional campaign targeting and optimisation capabilities, to maximise media investment and campaign performance, by reaching tailored audiences with more relevant ads, based on user behaviour, at scale. In addition, data owners with access to the Audiencerate data onboarding platform can leverage the integration to seamlessly onboard, market and monetise their data via the Equativ curation platform, among a variety of other demand-side platforms (DSPs) and supply-side platforms (SSPs). The integration between Audiencerate and Equativ establishes a direct data bridge between the two platforms to ensure fast and simple data onboarding, driving efficient programmatic campaign activation. Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers." Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers. The platform provides transparency for advertisers and helps maximise media investment which perfectly align with our goals as a business. It’s a true meeting of our technology, people and values.” Sara Weber, Director, Platform Partnerships, Equativ: “The creation of valuable private marketplaces is not just a trend – Equativ’s alliance with Audiencerate’s robust user data is a consolidation of what this key offering represents to buyers and publishers: addressability, reliability and scalability, all while benefiting industry professionals and respecting consumer privacy. We are excited to work with the Audiencerate team and are looking forward to expanding the scope of our partnership to benefit marketers, media owners, and data providers across the market.” Privacy compliance is core to the Audiencerate platform which adheres to all local data protection and privacy regulations, including GDPR, CCPA & TCF 2.0. Data is encrypted across all stages of the journey.

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AD TECH AND MARTECH

Yahoo Selects AWS as Its Preferred Public Cloud Provider for Its Ad Tech Business

AWS | December 02, 2022

At AWS re:Invent, Amazon Web Services (AWS), an Amazon.com, Inc. company (NASDAQ: AMZN), today announced that Yahoo has selected AWS as its preferred public cloud provider for its advertising technology business Yahoo Ad Tech. Building on its longtime relationship with AWS, Yahoo Ad Tech is migrating all of its advertising technology workloads—including its media-buying and supply-side platforms, analytics, and identity solutions and products—from its on-premises data centers to AWS. The migration is part of the business’s ongoing digital transformation strategy to reduce IT infrastructure costs, transform its advertising business operations, and develop more tailored and immersive solutions to help brands connect with their audiences. Improving Scale, Inventory, and Effectiveness for Advertisers and Agencies Yahoo Ad Tech reaches more than 540 million people worldwide through its advertising software platform that gives advertising publishers, brands, and agencies the ability to upload creative and automate media-buying across an inventory of mobile, web, and TV channels. The Yahoo Ad Tech platform uses Amazon Elastic Compute Cloud (Amazon EC2) compute-optimized instances, powered by AWS-designed processors, to provide publishers, advertising agencies, and brand customers with insights on real-time advertising performance. This reduces the time it takes to deliver the insights advertisers need to reach the right audiences at the right times and in the right formats. Increasing Advertising Performance and Revenues for Publishers In addition to giving brands a platform to reach audiences, the Yahoo Ad Tech platform offers media owners and publishers an ad-decisioning engine to help attract advertisers and manage their ad business. AWS’s proven global infrastructure and extensive portfolio of cloud capabilities—including analytics, compute, machine learning (ML), serverless, and storage—will enable Yahoo to rapidly innovate new features for its ad tech platform. Yahoo will help its publisher partners add measurement capabilities, optimize real-time ad-bidding, and hone ad inventory and effectiveness to determine the best mix of advertising while also attracting new brands. As part of its migration to the cloud, Yahoo Ad Tech is moving its central data platform to AWS to improve advertising effectiveness, personalization, and engagement for its advertiser and publishing customers. Using Amazon Simple Storage Service (Amazon S3), Yahoo Ad Tech will construct a centralized data lake to store hundreds of petabytes of data. The data lake will enable Yahoo Ad Tech to break down data silos and tap into AWS analytics services, including Amazon EMR (AWS’s industry-leading cloud big data service for processing vast amounts of data using open-source tools) and Amazon Athena (an interactive query service that makes it easy to analyze data). This will support rapid analysis of data from a variety of sources to understand advertising trends, target audiences, and deliver ad performance insights across its operations. Yahoo Ad Tech plans to use Amazon SageMaker (AWS’s service for building, training, and deploying ML models in the cloud and at the edge) to streamline its ML pipeline, which today contains thousands of models, and deepen the company’s ability to predict advertising spends, ad inventory, and the effectiveness of ad formats. Toexpedite cloud adoption for Yahoo Ad Tech and develop new advertising solutions, Yahoo is providing employees with cloud skills training using the AWS Designated Virtual Trainer (DVT) program. Yahoo is on track to conduct more than 50 instructor-led classes in 2022 with a goal of providing 2,000 IT employees with foundational cloud training over the next two years. These classes will help employees develop skills in application development, data management, and security to support Yahoo’s migration goals and drive innovation at scale. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “Running all of Yahoo Ad Tech on AWS provides us with a broad portfolio of world-class services that will allow us to help advertisers achieve the returns they want by providing them with precise audience targeting, while our ad publisher customers are able to scale and monetize their ad space.” “Yahoo is a digital pioneer and a trusted partner for the world’s biggest brands,” said Matt Garman, senior vice president of Sales, Marketing, and Global Services at AWS. “The world’s leading media and digital advertising companies rely on AWS as their cloud provider because we help them deliver performance and drive real growth. We’re excited to help Yahoo accelerate its migration to the cloud and bring innovative solutions that help advertisers serve customers all over the world.” About Amazon Web Services For over 15 years, Amazon Web Services has been the world’s most comprehensive and broadly adopted cloud offering. AWS has been continually expanding its services to support virtually any cloud workload, and it now has more than 200 fully featured services for compute, storage, databases, networking, analytics, machine learning and artificial intelligence (AI), Internet of Things (IoT), mobile, security, hybrid, virtual and augmented reality (VR and AR), media, and application development, deployment, and management from 96 Availability Zones within 30 geographic regions, with announced plans for 15 more Availability Zones and five more AWS Regions in Australia, Canada, Israel, New Zealand, and Thailand. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—trust AWS to power their infrastructure, become more agile, and lower costs. To learn more about AWS, visit aws.amazon.com. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews. About Yahoo Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

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Moloco Appoints Ben Jeger as Vice President of EMEA to Accelerate Growth in the Region

Moloco | December 01, 2022

Moloco, a leader in machine learning and growth solutions for performance marketers, has announced the appointment of Ben Jeger as Vice President of EMEA. With over a decade of mobile app marketing experience, he will focus on delivering the next stage of Moloco’s growth in the EMEA region. Immediate priorities include increasing Moloco’s EMEA team of world-class talent to help businesses scale their performance ad campaigns, through Moloco Cloud DSP, which uses machine learning with Deep Neural Networks to optimise campaigns for the best return on ad spend. In addition, Ben’s team will support Moloco Retail Media Platform, which focuses on the unique needs of e-commerce marketplaces by enabling merchants to create ad campaigns that increase discoverability and sales through relevant ad placements to the right shoppers at the right time. With a wealth of experience driving business growth in the region, Jeger most recently served as Managing Director of Central Europe at AppsFlyer, having previously managed operations for the marketing analytics and attribution platform in DACH and the Nordics since 2016. Prior to this, he was the Senior Director, Client Services for EMEA at Fyber (now owned by Digital Turbine), an app growth and monetisation platform. While at Fyber, he led the business exchange for the region and helped drive the company’s development of the mobile business. “Ben joins the Moloco team at a significant time for the business. His regional leadership experience and exceptional business acumen will be of great value as we continue to grow our operations in EMEA,” said Sunil Rayan, Chief Business Officer at Moloco. “Ben joins the Moloco team at a significant time for the business. His regional leadership experience and exceptional business acumen will be of great value as we continue to grow our operations in EMEA,” said Sunil Rayan, Chief Business Officer at Moloco. “Ben’s expertise in mobile app marketing and attribution gives him a unique insight into our offering as we look to deliver machine-learning solutions for app publishers and e-commerce marketplaces. We are delighted to have Ben onboard and look forward to his leadership in elevating our presence in EMEA.” The Moloco EMEA business has been extremely successful in the mobile games space, where 70 out of the top 100 gaming apps are working with Moloco to drive their growth. With the appointment of Ben Jeger, Moloco can expand its reach to e-commerce, fintech, and delivery apps to deliver on its mission to enable businesses of all sizes to benefit from the power of machine learning. “Moloco is not only considered to be the fastest growing DSP, it has proven that its advanced machine learning engine thrives in a privacy-first world by utilising Deep Neural Networks and first-party data to provide customers the best return on their ad spend”, said Ben Jeger, VP of EMEA at Moloco. “Moloco’s unique tech offering, paired with a highly experienced leadership team and strong values makes this the most desirable career opportunity for me. I’m thrilled to join such a talented team and to lead the growth of the EMEA business.” About Moloco Moloco’s goal is to make the digital economy more equitable and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com.

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