ADVERTISER CAMPAIGN MANAGEMENT
Yahoo, Comscore | August 22, 2022
Yahoo today announced a partnership with Comscore (Nasdaq: SCOR) to give Yahoo DSP advertisers additional and enhanced brand safety and suitability controls for connected TV (CTV) campaigns. Additionally, contextual segments - leveraging categories like TV genre - support campaign relevancy and reach within identity-less CTV app environments.
“The CTV landscape continues to see tremendous growth, and as spend increases, advertisers want to ensure content suitability and alignment, and protect brand equity,” said Elizabeth Herbst-Brady, Head of Global Revenue & Client Solutions at Yahoo.
“The CTV landscape continues to see tremendous growth, and as spend increases, advertisers want to ensure content suitability and alignment, and protect brand equity,” said Elizabeth Herbst-Brady, Head of Global Revenue & Client Solutions at Yahoo. “Partnering with Comscore adds to our already powerful brand safety and suitability toolkit within the Yahoo DSP, and will help us continue to maximize the quality and effectiveness of advertiser CTV investments. With the addition of Comscore’s contextual technology, Yahoo advertisers are able to leverage a variety of solutions that enable them to maximize reach across inventory environments with or without identity.”
The Yahoo DSP will integrate with Comscore Activation™, a robust set of pre-bid inventory filters to help marketers achieve brand-safe, impactful campaign delivery across CTV inventory. Comscore Activation is powered by Comscore’s contextual AI engine and intelligent categorization technology, allowing for a better understanding of CTV media and content. Comscore also utilizes the IAB’s genre categories included in their Content Taxonomy 3.0 framework, enabling CTV advertisers using the Yahoo DSP to filter buys based on TV genres.
Through the partnership, Yahoo DSP advertisers can now leverage Comscore Activation to fine-tune their brand protection preferences based on brand suitability tiers. Advertisers can combine a variety of segments with numerous descriptive filters to protect campaigns based on their unique brand needs, and without sacrificing reach.
“Comscore’s latest State of Streaming report found a 19% year-over-year increase in hours that U.S. households spent watching streaming content, meaning there is no shortage of opportunity to reach consumers on CTV, but advertisers need to ensure their CTV investments aren’t negatively impacting their brand,” said Lee Blickstein, Vice President, Activation Solutions, Comscore. “To effectively do this, CTV advertisers must have access to granular tools that go beyond the typical binary approach to brand safety, ensuring they have the confidence and security to achieve next-level campaign performance.”
Yahoo’s partnership with Comscore expands on the company’s CTV brand safety and suitability tools available in the Yahoo DSP, including ongoing DSP and SSP quality control initiatives (e.g, ads.txt support and verification, etc.), as well as built-in and third-party fraud/invalid traffic (IVT) protection, inventory mapping, tiering and categorization, support for inventory inclusion and exclusion lists.
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement.
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, we provide 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.
DoubleVerify | September 30, 2022
DoubleVerify (“DV”), (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced it is working with Best Buy Ads, the consumer electronic retailer’s in-house retail media network (RMN). Through this work, DV will provide robust measurement tools for both partners of Best Buy Ads and the brand’s own ad campaigns.
“We are excited to work with Best Buy to bring independent, third-party measurement to Best Buy Ads and to Best Buy ad campaigns across the open web,” said Mark Zagorski, CEO at DoubleVerify.
“We are excited to work with Best Buy to bring independent, third-party measurement to Best Buy Ads and to Best Buy ad campaigns across the open web,” said Mark Zagorski, CEO at DoubleVerify. “Our solutions will support Best Buy and its retail media clients, improving overall ad effectiveness, while giving them greater clarity and confidence in their digital investments.”
Retail media is estimated to be a $100 billion opportunity.* A retail media network allows a retailer to give brands access to their customers using the retailer’s key assets: first-party customer data and owned media. With the retailer’s first-party data, brands can reach in-market buyers at the point of purchase, across formats and owned channels.
DV easily integrates directly onto a retailer’s media properties, ensuring advertisers can evaluate if campaigns are viewable, seen by real people, served in a brand-safe environment, safe from fraud and sophisticated invalid traffic (SIVT), and appear in the intended geography.
With today’s announcement, Best Buy advertisers who use DV will have access to pre-campaign activation (DV Authentic Brand Suitability, Fraud/SIVT) and post-bid filtering and measurement (DV Authentic Ad™, DV Video Complete, Programmatic Analytics) across Best Buy Ads. DV will also be used by Best Buy for its own programmatically-executed media buys. DoubleVerify’s Publisher Suite will also be implemented across the Best Buy media platform, providing comprehensive protection and granular controls to the retail media network.
“DoubleVerify’s product advancements and partnerships in the retail media sector are further examples of how we are leading the industry in developing innovative quality and performance solutions for emerging digital platforms,” said Zagorski.
For more information about DoubleVerify, contact sales@DoubleVerify.com.
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.
ADVERTISER CAMPAIGN MANAGEMENT
DMS | August 12, 2022
Seekr, an internet technology and content evaluation company, and Digital Media Solutions, Inc. (NYSE: DMS), a leading provider of digital performance advertising solutions, today announced a multi-year agreement to support Seekr's media strategy, revenue and advertising operations across its global search advertising platform and vertical content sponsorships. The alliance will accelerate the build-out and monetization of new Seekr verticals in concert with expanding its global audience and reach.
Seekr prioritizes transparency and empowers users with choice and control by streamlining access to reliable information. Powered by AI and machine learning, Seekr offers the first fully transparent search engine that reimagines what web results can look like when they are free of bias or manipulation. Seekr plans to increase consumer engagement across its platforms and scale audience engagement by leveraging the power of the award-winning DMS toolset, inclusive of the DMS first-party data, expansive media reach and proprietary technologies. Global omnichannel audience engagement campaigns are currently underway with a monetization strategy set to begin in early Q4.
“DMS has the expertise to support our advertising needs and the proven ability to innovate and expand, making them the perfect partner for Seekr,” said Pat Condo, Seekr founder and CEO.
“DMS has the expertise to support our advertising needs and the proven ability to innovate and expand, making them the perfect partner for Seekr,” said Pat Condo, Seekr founder and CEO. “The partnership represents an important step forward in Seekr’s vision to provide an online experience with tools that support information transparency, connecting people with what they seek, rather than what they are served.”
The partnership combines Seekr Search data with DMS brand-direct and marketplace offerings to create a targeted ad experience that offers consumers relevant content, while significantly reducing friction in the advertising ecosystem. The partnership’s foundational objective is to foster a digital experience that delivers the right message to the right user at the right time, based on where they are spending their time. Seekr potentially gains access to more than 9,000 enterprise and SMB customers through the insurance, consumer finance, e-commerce and education solutions, among others, within DMS.
“Seekr’s mission to provide transparency and empower user choice by streamlining access to reliable information for everyone is aligned with our goal at DMS to create intent-driven meaningful engagements between consumers and advertisers during a product or service discovery and consideration process,” said DMS CEO Joe Marinucci. “DMS is excited to partner with a company that is committed to a future driven by the relevancy of a customer-driven journey.”
About Seekr Technologies Inc.
Seekr is an internet technology and content evaluation company that prioritizes transparency and empowers users with choice and control by streamlining access to reliable information. Powered by AI, Seekr offers the first fully transparent search engine that reimagines what web results can look like when they remove both bias and misinformation. Seekr utilizes an independent search index, sophisticated data science, and rigorous journalistic standards to determine the quality of news articles and their political lean — giving everyone access to technology that makes it easy to find trustworthy content in context.
Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of data-driven, technology-enabled digital performance advertising solutions connecting consumers and advertisers within the auto, home, health, and life insurance, plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, significant proprietary media distribution, and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases