Ad Quality: The Other Side of the Fence

SERGIO SERRA | May 10, 2019 | 145 views

One of the hottest topics in the advertising ecosystem today is Supply Quality. Advertisers have a legitimate concern regarding fraud more specifically: the credibility of supply and where their ads are displayed. However, on the flip side there is another prominent quality issue affecting the advertising ecosystem: the quality of the ads served by Demand Partners.

Spotlight

FCB Global

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 120 offices in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.FCB.com and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).

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ADVERTISER CAMPAIGN MANAGEMENT

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

Article | July 19, 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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DISPLAY ADVERTISING

Which Online Advertising Strategy Is Right For Your Business?

Article | July 8, 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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AD NETWORKS

Alex Webb: More kids with smartphones spells advertising bonanza

Article | October 20, 2022

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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Amazon Big Game Ad Tallies the Most Views via YouTube AdBlitz

Article | February 10, 2020

YouTube revealed the five most-viewed Super Bowl LIV ads on its YouTube AdBlitz portal for Big Game spots. YouTube ads marketing cultural moments and trends lead Gina Shalavi unveiled the top five by views as of 11:59 p.m. ET Feb. 5, as well as short descriptions of the ads, in a blog post Monday. Amazon topped the list by asking, “What did we do before Alexa?” Shalavi wrote, “With a medieval theme, people cover everything, from the temperature to news to jokes, all features on Alexa.” The spot features Ellen Degeneres and Portia de Rossi. Bill Murray helped drive Jeep to the second spot with Groundhog Day, and Shalavi wrote, “Murray takes a groundhog and escapes in an orange Jeep for endless adventures.”

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Spotlight

FCB Global

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 120 offices in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.FCB.com and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).

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AD NETWORKS

Triton Audio Marketplace Expands Basis Technologies Partnership to Support Advertising Across Digital and Broadcast Radio Segments

Business Wire | June 08, 2023

Triton Digital®, the global technology and services leader to the digital audio, podcast, and broadcast radio industries, today announced that Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, is enabling marketers to streamline and consolidate advertising across all audio segments – podcast, streaming and now terrestrial broadcast radio via the Triton Audio Marketplace. Basis Technologies expanded its integration to give brands and agencies programmatic guaranteed buying access to broadcast radio ads. Purchasing broadcast radio historically has been a complex process, requiring time-consuming negotiations and agreements between marketers and publishers. The Triton Audio Marketplace alleviates this frustration by aggregating audiences at scale across all audio segments, an industry first, making it seamless for agencies to plan, buy, and measure the impact of cross-platform audio advertising. For the first time, broadcast radio inventory from iHeartMedia will be available in the Triton Audio Marketplace, with additional Katz Media Represented broadcast partners to follow. “Brands and agencies want direct access to guaranteed audio inventory at scale, with the control, speed, and flexibility required to meet fast-paced deadlines. Basis Technologies aligns with Triton Digital to help marketers rise above the noise to reach their customers,” said Ian Trider, VP of Product, Basis Technologies. “The Triton Audio Marketplace’s supply of high quality digital and now, broadcast audio content that engages loyal listeners, combines neatly with programmatic advertising technology to reach people with the right message, at the right time, across devices.” The Triton Audio Marketplace offers access to the largest single pool of audio audiences, with more than 100 billion audio impressions per month, allowing marketers and agencies to transact on all forms of audio inventory and access unmatched, sophisticated measurement and targeting tools across a range of audiences, from mass reach demographics to narrower, more precise targets. Basis Technologies further empowers advertisers by providing access to audience segments that are normalized in digital to broadcast spot radio, as well as real-time optimization of broadcast campaigns. “As the first open audio marketplace to bring together broadcast radio, podcast and streaming audiences at unprecedented scale, we continue to remove the barriers to cross-platform audio advertising,” said Jean-Luc Wasmer, VP of Architecture and Partnerships, Triton Digital. “The addition of Basis Technologies further signifies our commitment to delivering audio ad buys at a global scale through open auction and programmatic direct deals in a single, easy to navigate marketplace.” About Triton Digital Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com. About Basis Technologies Basis Technologies (https://basis.com) is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising functions within enterprises. Its SaaS platform is composed of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology provides a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Basis’ platform creates a single system of record, seamless team collaboration, and actionable data-driven insights yielding material gains in productivity and increased profitability for users. Headquartered in Chicago with offices servicing North America, South America, and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture. Learn more at https://basis.com.

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PROGRAMMATIC ADVERTISING

The Trade Desk Launches Kokai – a New Media Buying Platform that Brings the Full Power of AI to Digital Marketing

Business Wire | June 07, 2023

Global advertising technology leader The Trade Desk (Nasdaq: TTD) today launched Kokai, a new approach to digital advertising innovation that incorporates major advances in distributed artificial intelligence (AI), measurement, partner integrations and a revolutionary, intuitive user experience. With these innovations and others, Kokai ensures that marketers at all levels can easily benefit from the full power and sophistication of programmatic advertising. In a major advancement in programmatic AI, Kokai distributes deep learning algorithms across all aspects of the digital media buying process. With access to more than 13 million advertising impressions every second, each of which may contain thousands of distinct signals, Kokai’s AI innovations serve as a co-pilot to the programmatic marketer, helping make sense of that complexity in a few milliseconds – in order to help advertisers buy the right ad impressions, at the right price, to reach the target audience at the best time. Kokai’s distributed AI capabilities build on The Trade Desk’s pioneering AI work with Koa, launched in 2018. While Koa assisted the marketer in setting up campaigns based on business objectives and optimizing based on performance, Kokai distributes the power of Koa’s AI across various aspects of media buying on The Trade Desk platform. This includes predictive clearing, which ensures traders make bids at the optimal level; scoring every ad impression based on relevance to the advertiser; upgrading measurement and forecasting; increasing resilience, even in the absence of identifiers; budget optimization; and KPI scoring. “The Trade Desk benefits from a rich yet highly complex dataset with very high integrity. With Kokai, we are able to help our clients make sense of that data with AI, and help the marketer make the best decisions at every turn,” said Jeff Green, Founder and CEO, The Trade Desk. “Building on our ground-breaking work with Koa, we are distributing AI across our platform, so that it can serve as an expertly trained co-pilot to today’s modern marketer.” Measurement Innovations – Free Retail Measurement from Select Retail Pioneers Kokai will also feature major new innovations in digital advertising measurement. As more advertisers embrace the power of connected TV (CTV) and retail media marketing opportunities, there is more demand to develop new ways to measure performance in these key channels. With Kokai, The Trade Desk will be launching: Added-value retail measurement data from pioneer retailers including Albertsons Media Collective, Walgreens Advertising Group, and others when audience data is turned on. The Retail Sales Index – A new benchmark for measuring online and offline retail sales against retail ad spend – in one place. The TV Quality Index – Measuring the quality of the ad experience that the viewer is having across all streaming platforms and streaming content, to ensure that every campaign targets the most relevant inventory for any specific audience group. The Quality Reach Index – Helping marketers expand their loyal customer base by accurately targeting the most relevant customer profiles. Partner Portal for Simple, Seamless Integrations Considering the accelerated rate and pace of innovation in advertising technology, Kokai will also feature the Partner Portal, where thousands of new partners will be able to integrate directly with The Trade Desk using simple, standard adapters. As a result, advertisers will have access to a wide array of trusted partners and services, creating an essential innovation hub of the open internet. At launch, the Partner Portal will incorporate standard adapters for key areas such as OpenPath, Unified ID 2.0, retail onboarding, measurement and third-party audience data and contextual targeting. In alpha phase, the Partner Portal has successfully helped more than 400 partners integrate seamlessly over the last two quarters. The Programmatic Table In terms of user experience, Kokai will incorporate a revolutionary new design based on the Periodic Table. The Programmatic Table will offer an intuitive cockpit that harnesses the full power of programmatic for all users – from power traders to CMOs. It allows the user to move intuitively through the media buying process, from human decisioning through AI support, with all campaign information and relevant data surfaced on the main campaign view. Already available for select users, The Programmatic Table will launch for all users later this summer. “Programmatic advertising has evolved rapidly over the last five years, and we need to ensure that we surface the full power of data-driven decisioning for all marketers as intuitively as possible,” said Green. “Kokai’s innovations in areas such as advanced measurement, collaborative innovation, and a radical new UX will ensure The Trade Desk remains at the forefront of programmatic innovation in service of value for marketers.” The Trade Desk is unveiling Kokai at a launch event today in New York City, featuring Jeff Green, Founder and CEO of The Trade Desk; Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective; Marcy Greenberger, EVP, Managing Partner, UM/IPG; and Diego Vaccarezza, VP, Enterprise Media, CVS Health. The event will also be available via livestream. About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

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AD TECH AND MARTECH

Viant Releases New Research Revealing How CPG Advertisers Can Grow Sales

Business Wire | June 06, 2023

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising technology company, has released new research that reveals the audience most likely to purchase a product after being served an advertisement: an audience segment described as “the Moveable Middle.” Viant, working in concert with market researcher Joel Rubinson, former Chief Research Officer at the Advertising Research Foundation, and Circana (formerly IRI and NPD) conducted research testing the Moveable Middle theory by running three large CPG ad campaigns that leveraged Viant’s people-based programmatic platform and Circana’s consumer-purchase data. The results of the study proved that the Moveable Middle audience consistently outperformed non-Movable Middle audiences, demonstrating up to 14x the sales lift after exposure to advertisements, compared to other key audiences. The Moveable Middle, a theory originally developed by the MMA with the support and collaboration of Joel Rubinson, is the concept that between the audience that is loyal to a brand, and those that would not purchase a brand, there lies an influenceable group of consumers— the Moveable Middle —and this audience is the most responsive to advertising. “This research presents a tremendous opportunity for advertisers to leverage Viant’s proprietary cookieless technology to directly identify if a target audience is in the Moveable Middle for a given brand, and then execute an omnichannel Moveable Middle targeting strategy measuring true campaign impact and lift,” said Jon Schulz, Chief Marketing Officer at Viant. The Moveable Middle is Viant’s and Rubinson’s most recent iteration of research helping CPG marketers understand how to drive the highest return on ad spend (ROAS), after their release of “The Persuadables.” The Persuadables provided a methodology for identifying audience segments that are most likely to make transactions, based on their purchase cycle and willingness to switch brands. “Given tightening economic conditions and the increasing demands on marketers to demonstrate returns on investment, it is imperative for marketers to run campaigns that are engineered to be efficient and minimize wasted impressions by identifying consumers most likely to purchase a given brand,” said market researcher Joel Rubinson. “Leveraging the notion of Moveable Middle offers a path to realizing this goal.“ Viant’s direct integration with a portfolio of high-value data partners, including Circana, presents opportunities allowing marketers to utilize the Moveable Middle audience in the Viant DSP to execute campaigns that drive ROAS across today’s media landscape. About Viant Viant® (NASDAQ: DSP) is a leading advertising technology company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. As an organization committed to sustainability, Viant’s Adricity® carbon reduction program helps clients achieve their sustainability goals. In the past year, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification, became a founding member of Ad Net Zero, and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com. About Joel Rubinson Joel Rubinson is the founder and president of Rubinson Partners, Inc., a marketing and research consultancy that has served over 80 clients at making data-driven decisions to improve their marketing effectiveness. He has also held several senior positions at major corporations, including Chief Research Officer at The Advertising Research Foundation (ARF) and Chief Research Officer at The NPD Group. Joel’s master’s degree is from the University of Chicago with concentrations in economics and statistics, where he studied under Nobel Prize winners in economics. About Circana Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data, and deep expertise, Circana provides clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.

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AD NETWORKS

Triton Audio Marketplace Expands Basis Technologies Partnership to Support Advertising Across Digital and Broadcast Radio Segments

Business Wire | June 08, 2023

Triton Digital®, the global technology and services leader to the digital audio, podcast, and broadcast radio industries, today announced that Basis Technologies (https://basis.com), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, is enabling marketers to streamline and consolidate advertising across all audio segments – podcast, streaming and now terrestrial broadcast radio via the Triton Audio Marketplace. Basis Technologies expanded its integration to give brands and agencies programmatic guaranteed buying access to broadcast radio ads. Purchasing broadcast radio historically has been a complex process, requiring time-consuming negotiations and agreements between marketers and publishers. The Triton Audio Marketplace alleviates this frustration by aggregating audiences at scale across all audio segments, an industry first, making it seamless for agencies to plan, buy, and measure the impact of cross-platform audio advertising. For the first time, broadcast radio inventory from iHeartMedia will be available in the Triton Audio Marketplace, with additional Katz Media Represented broadcast partners to follow. “Brands and agencies want direct access to guaranteed audio inventory at scale, with the control, speed, and flexibility required to meet fast-paced deadlines. Basis Technologies aligns with Triton Digital to help marketers rise above the noise to reach their customers,” said Ian Trider, VP of Product, Basis Technologies. “The Triton Audio Marketplace’s supply of high quality digital and now, broadcast audio content that engages loyal listeners, combines neatly with programmatic advertising technology to reach people with the right message, at the right time, across devices.” The Triton Audio Marketplace offers access to the largest single pool of audio audiences, with more than 100 billion audio impressions per month, allowing marketers and agencies to transact on all forms of audio inventory and access unmatched, sophisticated measurement and targeting tools across a range of audiences, from mass reach demographics to narrower, more precise targets. Basis Technologies further empowers advertisers by providing access to audience segments that are normalized in digital to broadcast spot radio, as well as real-time optimization of broadcast campaigns. “As the first open audio marketplace to bring together broadcast radio, podcast and streaming audiences at unprecedented scale, we continue to remove the barriers to cross-platform audio advertising,” said Jean-Luc Wasmer, VP of Architecture and Partnerships, Triton Digital. “The addition of Basis Technologies further signifies our commitment to delivering audio ad buys at a global scale through open auction and programmatic direct deals in a single, easy to navigate marketplace.” About Triton Digital Triton Digital® is the global technology and services leader to the digital audio, podcast, and broadcast radio industries. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading streaming audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global audio industry. For more information, visit www.TritonDigital.com. About Basis Technologies Basis Technologies (https://basis.com) is a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising functions within enterprises. Its SaaS platform is composed of a suite of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. The technology provides a comprehensive selection of buying methods across all channels and devices, utilizing all major creative types and formats. Basis’ platform creates a single system of record, seamless team collaboration, and actionable data-driven insights yielding material gains in productivity and increased profitability for users. Headquartered in Chicago with offices servicing North America, South America, and Europe, Basis Technologies has received numerous accolades for its commitment to employees and workplace culture. Learn more at https://basis.com.

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PROGRAMMATIC ADVERTISING

The Trade Desk Launches Kokai – a New Media Buying Platform that Brings the Full Power of AI to Digital Marketing

Business Wire | June 07, 2023

Global advertising technology leader The Trade Desk (Nasdaq: TTD) today launched Kokai, a new approach to digital advertising innovation that incorporates major advances in distributed artificial intelligence (AI), measurement, partner integrations and a revolutionary, intuitive user experience. With these innovations and others, Kokai ensures that marketers at all levels can easily benefit from the full power and sophistication of programmatic advertising. In a major advancement in programmatic AI, Kokai distributes deep learning algorithms across all aspects of the digital media buying process. With access to more than 13 million advertising impressions every second, each of which may contain thousands of distinct signals, Kokai’s AI innovations serve as a co-pilot to the programmatic marketer, helping make sense of that complexity in a few milliseconds – in order to help advertisers buy the right ad impressions, at the right price, to reach the target audience at the best time. Kokai’s distributed AI capabilities build on The Trade Desk’s pioneering AI work with Koa, launched in 2018. While Koa assisted the marketer in setting up campaigns based on business objectives and optimizing based on performance, Kokai distributes the power of Koa’s AI across various aspects of media buying on The Trade Desk platform. This includes predictive clearing, which ensures traders make bids at the optimal level; scoring every ad impression based on relevance to the advertiser; upgrading measurement and forecasting; increasing resilience, even in the absence of identifiers; budget optimization; and KPI scoring. “The Trade Desk benefits from a rich yet highly complex dataset with very high integrity. With Kokai, we are able to help our clients make sense of that data with AI, and help the marketer make the best decisions at every turn,” said Jeff Green, Founder and CEO, The Trade Desk. “Building on our ground-breaking work with Koa, we are distributing AI across our platform, so that it can serve as an expertly trained co-pilot to today’s modern marketer.” Measurement Innovations – Free Retail Measurement from Select Retail Pioneers Kokai will also feature major new innovations in digital advertising measurement. As more advertisers embrace the power of connected TV (CTV) and retail media marketing opportunities, there is more demand to develop new ways to measure performance in these key channels. With Kokai, The Trade Desk will be launching: Added-value retail measurement data from pioneer retailers including Albertsons Media Collective, Walgreens Advertising Group, and others when audience data is turned on. The Retail Sales Index – A new benchmark for measuring online and offline retail sales against retail ad spend – in one place. The TV Quality Index – Measuring the quality of the ad experience that the viewer is having across all streaming platforms and streaming content, to ensure that every campaign targets the most relevant inventory for any specific audience group. The Quality Reach Index – Helping marketers expand their loyal customer base by accurately targeting the most relevant customer profiles. Partner Portal for Simple, Seamless Integrations Considering the accelerated rate and pace of innovation in advertising technology, Kokai will also feature the Partner Portal, where thousands of new partners will be able to integrate directly with The Trade Desk using simple, standard adapters. As a result, advertisers will have access to a wide array of trusted partners and services, creating an essential innovation hub of the open internet. At launch, the Partner Portal will incorporate standard adapters for key areas such as OpenPath, Unified ID 2.0, retail onboarding, measurement and third-party audience data and contextual targeting. In alpha phase, the Partner Portal has successfully helped more than 400 partners integrate seamlessly over the last two quarters. The Programmatic Table In terms of user experience, Kokai will incorporate a revolutionary new design based on the Periodic Table. The Programmatic Table will offer an intuitive cockpit that harnesses the full power of programmatic for all users – from power traders to CMOs. It allows the user to move intuitively through the media buying process, from human decisioning through AI support, with all campaign information and relevant data surfaced on the main campaign view. Already available for select users, The Programmatic Table will launch for all users later this summer. “Programmatic advertising has evolved rapidly over the last five years, and we need to ensure that we surface the full power of data-driven decisioning for all marketers as intuitively as possible,” said Green. “Kokai’s innovations in areas such as advanced measurement, collaborative innovation, and a radical new UX will ensure The Trade Desk remains at the forefront of programmatic innovation in service of value for marketers.” The Trade Desk is unveiling Kokai at a launch event today in New York City, featuring Jeff Green, Founder and CEO of The Trade Desk; Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective; Marcy Greenberger, EVP, Managing Partner, UM/IPG; and Diego Vaccarezza, VP, Enterprise Media, CVS Health. The event will also be available via livestream. About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.

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AD TECH AND MARTECH

Viant Releases New Research Revealing How CPG Advertisers Can Grow Sales

Business Wire | June 06, 2023

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising technology company, has released new research that reveals the audience most likely to purchase a product after being served an advertisement: an audience segment described as “the Moveable Middle.” Viant, working in concert with market researcher Joel Rubinson, former Chief Research Officer at the Advertising Research Foundation, and Circana (formerly IRI and NPD) conducted research testing the Moveable Middle theory by running three large CPG ad campaigns that leveraged Viant’s people-based programmatic platform and Circana’s consumer-purchase data. The results of the study proved that the Moveable Middle audience consistently outperformed non-Movable Middle audiences, demonstrating up to 14x the sales lift after exposure to advertisements, compared to other key audiences. The Moveable Middle, a theory originally developed by the MMA with the support and collaboration of Joel Rubinson, is the concept that between the audience that is loyal to a brand, and those that would not purchase a brand, there lies an influenceable group of consumers— the Moveable Middle —and this audience is the most responsive to advertising. “This research presents a tremendous opportunity for advertisers to leverage Viant’s proprietary cookieless technology to directly identify if a target audience is in the Moveable Middle for a given brand, and then execute an omnichannel Moveable Middle targeting strategy measuring true campaign impact and lift,” said Jon Schulz, Chief Marketing Officer at Viant. The Moveable Middle is Viant’s and Rubinson’s most recent iteration of research helping CPG marketers understand how to drive the highest return on ad spend (ROAS), after their release of “The Persuadables.” The Persuadables provided a methodology for identifying audience segments that are most likely to make transactions, based on their purchase cycle and willingness to switch brands. “Given tightening economic conditions and the increasing demands on marketers to demonstrate returns on investment, it is imperative for marketers to run campaigns that are engineered to be efficient and minimize wasted impressions by identifying consumers most likely to purchase a given brand,” said market researcher Joel Rubinson. “Leveraging the notion of Moveable Middle offers a path to realizing this goal.“ Viant’s direct integration with a portfolio of high-value data partners, including Circana, presents opportunities allowing marketers to utilize the Moveable Middle audience in the Viant DSP to execute campaigns that drive ROAS across today’s media landscape. About Viant Viant® (NASDAQ: DSP) is a leading advertising technology company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. As an organization committed to sustainability, Viant’s Adricity® carbon reduction program helps clients achieve their sustainability goals. In the past year, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification, became a founding member of Ad Net Zero, and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com. About Joel Rubinson Joel Rubinson is the founder and president of Rubinson Partners, Inc., a marketing and research consultancy that has served over 80 clients at making data-driven decisions to improve their marketing effectiveness. He has also held several senior positions at major corporations, including Chief Research Officer at The Advertising Research Foundation (ARF) and Chief Research Officer at The NPD Group. Joel’s master’s degree is from the University of Chicago with concentrations in economics and statistics, where he studied under Nobel Prize winners in economics. About Circana Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data, and deep expertise, Circana provides clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com.

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