Pinterest partners with Rakuten Advertising to monetize Idea Pins

July 29, 2021 | 96 views

As content creators continue to influence brand and product discovery, Pinterest has partnered with Rakuten Advertising on new ways to monetize the platform.

On July 27th, Pinterest launched shoppable Idea Pins to allow creators to earn commissions through affiliate programs across networks including Rakuten Advertising and ShopStyle Collective. This partnership creates seamless opportunities for brands to reach, engage and convert consumers throughout their entire shopping journey.

Spotlight

Bullseye Strategy

Bullseye Strategy is a digital marketing agency that helps companies harness the power of digital and emerging media to acquire new customers and grow their relationships with existing customers. We work with a wide array of clients from different industries including entertainment, technology, healthcare, consumer products, and e-commerce on business to consumer as well as business to business marketing initiatives. We are different. Because the founders have both worked at major media companies as well as in start-ups, we know what it takes to get things done in any company, large or small. Our clients range from pre-revenue, to mid-market, to publicly traded companies.

OTHER ARTICLES
AD NETWORKS

Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | June 21, 2021

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

Read More
AD NETWORKS

AI Ad Campaigns for Improved Ad Targeting

Article | December 13, 2021

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

Read More
SOCIAL MEDIA ADVERTISING

6-second Video Ads: Delivering Key Messages & Driving Results

Article | July 14, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

Read More
SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

Read More

Spotlight

Bullseye Strategy

Bullseye Strategy is a digital marketing agency that helps companies harness the power of digital and emerging media to acquire new customers and grow their relationships with existing customers. We work with a wide array of clients from different industries including entertainment, technology, healthcare, consumer products, and e-commerce on business to consumer as well as business to business marketing initiatives. We are different. Because the founders have both worked at major media companies as well as in start-ups, we know what it takes to get things done in any company, large or small. Our clients range from pre-revenue, to mid-market, to publicly traded companies.

Related News

DISPLAY ADVERTISING

FuboTV Reports Successful Results for Advertisers Adopting Unified ID 2.0 After Becoming First Connected TV Partner

FuboTV | October 04, 2022

FuboTV Inc. (NYSE: FUBO), the leading sports-first live TV streaming platform, announced today a significant improvement on advertising campaigns transacted using Unified ID 2.0 (UID 2.0) through The Trade Desk’s platform. The first connected TV (CTV) partner to adopt the open-source, interoperable identity initiative, FuboTV has since seen a spend growth rate 112.8% faster than the increase in available impressions. This means advertisers were able to more precisely serve ads, while FuboTV was able to maximize yield and efficiencies for its available inventory, which is entirely addressable, premium video content. A success for both the buy side and sell side, advertiser spend increased by 61.5% year-over-year, ad impressions increased by 25% year-over-year in addition to an increase in CPMs year-over-year for campaigns transacted through FuboTV using the identity solution. Advertisers leveraging UID 2.0 can seamlessly tap into first-party data across devices including CTV to achieve reach and scale. In fact, an e-commerce retailer with a large first-party CRM data set that was using UID 2.0 saw better than average performance on campaigns transacted through FuboTV’s ad inventory. Cost per action (CPA) was reduced by 9%, conversion rate was 25% stronger and return on ad spend (ROAS) improved by 14% when compared to overall average campaign performance. Unified ID 2.0 is a new industry-wide approach to internet identity that aims to preserve the value of relevant advertising while prioritizing consumer privacy and transparency. The solution also decreases the industry’s reliance on third-party cookies, which only account for browser-based environments. “As the first CTV partner to adopt Unified ID 2.0, FuboTV is constantly innovating to remain at the forefront of advertising technology for streaming,” said Chris Flatley, VP, advertising sales, FuboTV. “As the first CTV partner to adopt Unified ID 2.0, FuboTV is constantly innovating to remain at the forefront of advertising technology for streaming,” said Chris Flatley, VP, advertising sales, FuboTV. “The results we’ve achieved since partnering with The Trade Desk on Unified ID 2.0 are a testament to the power of identity-based solutions. We’re just getting started with UID 2.0 and are looking forward to bringing the benefit to even more advertisers across FuboTV’s premium CTV inventory.” “CTV is a proving ground for new approaches to identity with ID solutions such as Unified ID 2.0, which are aiming to create a more consistent advertising experience across digital media,” said Ash Gangwar, general manager of TV partnerships, The Trade Desk. “As a leader in the CTV space, FuboTV understands the growing importance and benefits of an alternative – identity solution for advertisers, publishers and the consumer." An increasing number of publishers, supply-side platforms and data and measurement partners are collaborating around Unified ID 2.0 with the goal of achieving a better approach to identity across the open internet. For more information about Unified ID 2.0, please visit the Unified ID solution site. About FuboTV With a mission to build the world’s leading global live TV streaming platform with the greatest breadth of premium content and interactivity, FuboTV Inc. (NYSE: FUBO) aims to transcend the industry’s current TV model. FuboTV Inc. operates in the U.S., Canada, France and Spain. Leveraging its proprietary data and technology platform optimized for live TV and sports viewership, FuboTV Inc. aims to turn passive viewers into active participants and define a new category of interactive sports and entertainment television. The company's sports-first cable TV replacement product, FuboTV, offers U.S. subscribers more than 125 live sports, news and entertainment networks in its base package and is the only live TV streaming platform with every Nielsen-rated sports channel (source: Nielsen Total Viewers, 2021). Subscribers can interact with FuboTV’s live streaming experience through Fubo Sportsbook (in markets where available), free games and pick’ems, which are integrated into select sports content.

Read More

AD NETWORKS

Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

Read More

AD TECH AND MARTECH

Adtech and Search Executive Bill Michels Joins Moloco as GM of Retail Media

Moloco | October 03, 2022

Moloco, a machine learning company, today announced that advertising and search product executive Bill Michels has been appointed General Manager of Moloco’s Retail Media business unit. Prior to joining Moloco, Bill Michels was the Executive Vice President of Product at The Trade Desk. Michels brings more than two decades of successful leadership across product management, engineering, data strategy, and business development for some of the definitive companies in advertising and search. He was previously Chief Data Officer at Foursquare after spending 10 years at Factual, most notably as Chief Operating Officer responsible for product, engineering, and data partnerships before its merger with Foursquare. While at Yahoo!, as Senior Director of Product Management, Michels worked in Search, where he launched and led Yahoo! BOSS and several initiatives for international search monetization. In this newly created role, he will oversee product and business development for Moloco’s continued innovation in the retail media category. Notably, Michels’ search experience will be invaluable to further capitalize on Moloco’s use of first-party intent signals from shopper’s search, browse, and purchase history to show relevant, highly performant ads right at the point of purchase. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Our team is looking forward to his leadership and collaboration as we make progress toward our goal of creating a more equitable and profitable digital economy for companies of all sizes.” Retail media is estimated to reach $100 billion1 over the next five years and is one of the fastest-growing segments of the digital marketing industry. While large online retailers such as Amazon have demonstrated that retail media drives profitability, sales acceleration, merchant revenue, and customer satisfaction, most companies don’t have the resources, time, or expertise to develop an in-house performant sponsored search solution that scales. Moloco’s Retail Media Platform uses advanced machine learning to securely unlock the value of an e-commerce marketplace’s own first-party user data and automate highly relevant sponsored ads throughout the buyer journey. With Moloco, marketplaces enhance, rather than disrupt, the shopping experience and drive demand for their merchants when and where it matters most. “Building upon the world-class machine learning infrastructure that Moloco has created for its Moloco Cloud DSP product, we are able to provide marketplaces and their merchants with a powerful platform to grow their business, while providing consumers with highly personalized experiences,” said Bill Michels, GM Retail Media Platform, Moloco. “It’s an exciting opportunity to build a product that leverages rich first-party signals to optimize for the multiple constituents in Retail Media - retailers or marketplaces, merchants, and consumers. Moloco’s Retail Media Platform touches on several components throughout my career and I am looking forward to leveraging them to build something special with the amazing team here.” Michels holds an MBA from Columbia Business School where he was a Beta Gamma Sigma Scholar. He earned his BA from Colby College. Michels lives in Southern California and will work closely with Moloco’s Retail Media business and product teams around the globe. 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.

Read More

DISPLAY ADVERTISING

FuboTV Reports Successful Results for Advertisers Adopting Unified ID 2.0 After Becoming First Connected TV Partner

FuboTV | October 04, 2022

FuboTV Inc. (NYSE: FUBO), the leading sports-first live TV streaming platform, announced today a significant improvement on advertising campaigns transacted using Unified ID 2.0 (UID 2.0) through The Trade Desk’s platform. The first connected TV (CTV) partner to adopt the open-source, interoperable identity initiative, FuboTV has since seen a spend growth rate 112.8% faster than the increase in available impressions. This means advertisers were able to more precisely serve ads, while FuboTV was able to maximize yield and efficiencies for its available inventory, which is entirely addressable, premium video content. A success for both the buy side and sell side, advertiser spend increased by 61.5% year-over-year, ad impressions increased by 25% year-over-year in addition to an increase in CPMs year-over-year for campaigns transacted through FuboTV using the identity solution. Advertisers leveraging UID 2.0 can seamlessly tap into first-party data across devices including CTV to achieve reach and scale. In fact, an e-commerce retailer with a large first-party CRM data set that was using UID 2.0 saw better than average performance on campaigns transacted through FuboTV’s ad inventory. Cost per action (CPA) was reduced by 9%, conversion rate was 25% stronger and return on ad spend (ROAS) improved by 14% when compared to overall average campaign performance. Unified ID 2.0 is a new industry-wide approach to internet identity that aims to preserve the value of relevant advertising while prioritizing consumer privacy and transparency. The solution also decreases the industry’s reliance on third-party cookies, which only account for browser-based environments. “As the first CTV partner to adopt Unified ID 2.0, FuboTV is constantly innovating to remain at the forefront of advertising technology for streaming,” said Chris Flatley, VP, advertising sales, FuboTV. “As the first CTV partner to adopt Unified ID 2.0, FuboTV is constantly innovating to remain at the forefront of advertising technology for streaming,” said Chris Flatley, VP, advertising sales, FuboTV. “The results we’ve achieved since partnering with The Trade Desk on Unified ID 2.0 are a testament to the power of identity-based solutions. We’re just getting started with UID 2.0 and are looking forward to bringing the benefit to even more advertisers across FuboTV’s premium CTV inventory.” “CTV is a proving ground for new approaches to identity with ID solutions such as Unified ID 2.0, which are aiming to create a more consistent advertising experience across digital media,” said Ash Gangwar, general manager of TV partnerships, The Trade Desk. “As a leader in the CTV space, FuboTV understands the growing importance and benefits of an alternative – identity solution for advertisers, publishers and the consumer." An increasing number of publishers, supply-side platforms and data and measurement partners are collaborating around Unified ID 2.0 with the goal of achieving a better approach to identity across the open internet. For more information about Unified ID 2.0, please visit the Unified ID solution site. About FuboTV With a mission to build the world’s leading global live TV streaming platform with the greatest breadth of premium content and interactivity, FuboTV Inc. (NYSE: FUBO) aims to transcend the industry’s current TV model. FuboTV Inc. operates in the U.S., Canada, France and Spain. Leveraging its proprietary data and technology platform optimized for live TV and sports viewership, FuboTV Inc. aims to turn passive viewers into active participants and define a new category of interactive sports and entertainment television. The company's sports-first cable TV replacement product, FuboTV, offers U.S. subscribers more than 125 live sports, news and entertainment networks in its base package and is the only live TV streaming platform with every Nielsen-rated sports channel (source: Nielsen Total Viewers, 2021). Subscribers can interact with FuboTV’s live streaming experience through Fubo Sportsbook (in markets where available), free games and pick’ems, which are integrated into select sports content.

Read More

AD NETWORKS

Teads APAC & IMPACT+ Partner in Measuring the Carbon Footprint of Online Advertising

Teads, IMPACT+ | September 29, 2022

Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns. The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach. Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC. Measuring the carbon footprint, a strategic challenge The environmental impact of online advertising is a young, and complicated topic. IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns. Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions. Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads. This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs. Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect. Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts." Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.” Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry” About Teads Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

Read More

AD TECH AND MARTECH

Adtech and Search Executive Bill Michels Joins Moloco as GM of Retail Media

Moloco | October 03, 2022

Moloco, a machine learning company, today announced that advertising and search product executive Bill Michels has been appointed General Manager of Moloco’s Retail Media business unit. Prior to joining Moloco, Bill Michels was the Executive Vice President of Product at The Trade Desk. Michels brings more than two decades of successful leadership across product management, engineering, data strategy, and business development for some of the definitive companies in advertising and search. He was previously Chief Data Officer at Foursquare after spending 10 years at Factual, most notably as Chief Operating Officer responsible for product, engineering, and data partnerships before its merger with Foursquare. While at Yahoo!, as Senior Director of Product Management, Michels worked in Search, where he launched and led Yahoo! BOSS and several initiatives for international search monetization. In this newly created role, he will oversee product and business development for Moloco’s continued innovation in the retail media category. Notably, Michels’ search experience will be invaluable to further capitalize on Moloco’s use of first-party intent signals from shopper’s search, browse, and purchase history to show relevant, highly performant ads right at the point of purchase. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Our team is looking forward to his leadership and collaboration as we make progress toward our goal of creating a more equitable and profitable digital economy for companies of all sizes.” Retail media is estimated to reach $100 billion1 over the next five years and is one of the fastest-growing segments of the digital marketing industry. While large online retailers such as Amazon have demonstrated that retail media drives profitability, sales acceleration, merchant revenue, and customer satisfaction, most companies don’t have the resources, time, or expertise to develop an in-house performant sponsored search solution that scales. Moloco’s Retail Media Platform uses advanced machine learning to securely unlock the value of an e-commerce marketplace’s own first-party user data and automate highly relevant sponsored ads throughout the buyer journey. With Moloco, marketplaces enhance, rather than disrupt, the shopping experience and drive demand for their merchants when and where it matters most. “Building upon the world-class machine learning infrastructure that Moloco has created for its Moloco Cloud DSP product, we are able to provide marketplaces and their merchants with a powerful platform to grow their business, while providing consumers with highly personalized experiences,” said Bill Michels, GM Retail Media Platform, Moloco. “It’s an exciting opportunity to build a product that leverages rich first-party signals to optimize for the multiple constituents in Retail Media - retailers or marketplaces, merchants, and consumers. Moloco’s Retail Media Platform touches on several components throughout my career and I am looking forward to leveraging them to build something special with the amazing team here.” Michels holds an MBA from Columbia Business School where he was a Beta Gamma Sigma Scholar. He earned his BA from Colby College. Michels lives in Southern California and will work closely with Moloco’s Retail Media business and product teams around the globe. 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.

Read More

Events