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Taxing Internet Ads Could Raise Lots of Money, but Doubts Persist

Leading Maryland lawmakers seeking a way to help pay for a $4 billion, 10-year education plan came up with what they consider an innovative idea of where to get the cash: deep-pocketed internet companies. The Democratic proposal would tax Facebook and Google for every ad the companies run on the computer screens of Maryland residents visiting their sites. If passed, the plan would make the Old Line State the first in the nation to raise revenue by taxing online advertising. “Massive technology corporations have ballooned in size and influence over the last two decades,” wrote Maryland Senate President Bill Ferguson, a Democrat, in an email to Stateline. “This legislation starts to make sure that these corporations pay their fair share in contributing to building our state's core educational institutions.”

Spotlight

Bonfire Marketing Company

Bonfire is a digital content marketing agency specializing in ABM for SaaS, hardware technology, and health and wellness. Our solutions stem from hard-earned research and experience; our strategies and campaigns are built to make a lasting impact. Our relentless curiosity, accountability, and passion equate to a constant mission to improve marketing. We’re the partner you’ve been looking for.

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Ad Networks

What is Retargeting and How to Use it to Drive Your Growth

Article | September 1, 2023

What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online. Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement. But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way. They could be lost forever. Or — you could use retargeting to get them back to your site. That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI. Let’s get started. Quick Takeaways Only 2% of web users convert on their first visit to a website. Retargeted web visitors convert at a 70% higher rate. Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting. Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content. What is retargeting? So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later. It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet. Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you. Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement. Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it. Why Retargeting Needs to Be Part of Your Strategy Consumers actually like retargeted ads The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy. At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate. Here’s what it comes down to: retargeting doesn’t turn consumers off as long as it’s done ethically (AKA you’re only retargeting people when it actually makes sense and they’ve agreed to your privacy policy). In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher. Here’s what the numbers tell us: Retargeted ads earn a click-through rate 10x higher than regular display ads Retargeted website visitors are 70% more likely to convert 3 out of 4 consumers notice retargeted ads when they see them It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates. Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase. Where to Retarget Google and YouTube Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network. Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you? Facebook and Instagram Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram. Learn more about the Facebook Pixel here. TikTok TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas. For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience. You can get started at TikTok for Business. LinkedIn For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform. 3 Retargeting Best Practices Incentivize The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one). The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.” A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase. Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price. Personalize Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent. Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience. Leverage Content Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI? Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal. Content that can be effectively marketed through retargeting ads include: Blog articles How-to guides Checklists Webinars and video demos Ebooks and whitepapers

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Retargeting

Think Bing and Beyond: the evolution of video advertising post pandemic

Article | July 20, 2022

Nate Burke, CEO of Diginius, a London-based technology company, who specialise in digital marketing and ecommerce solutions, discusses the growth and exciting future prospects for video advertising, particularly for those seeking unique ways to promote products in a saturated online marketplace. Over recent years, there has been increasing focus on the use of video in just about every marketing context. And as it would seem, all the events and shifts in the market that have occurred ever since have only played into the success of the audio visual format. Take the coronavirus pandemic as a prime example. Lockdown restrictions and stay at home orders across the globe have catalysed our consumption of video content. For anyone sceptical of this statement, just take the sweeping influx of TikTok users, and consequently, development of Reels, Livestream services IGTV and Stories features across social media platforms. These video-based formats often provide a more entertaining and engaging way to consume content. And at a time when we have been looking for just about any way to fill gaps while stuck at home, videos have offered moments of escapism and connectivity, despite people never being so physically far apart. The video content we have consumed has varied from DIY tutorials for making face masks or home renovation projects, through to product reviews and demonstrations for items we would typically like to see in person and in store. And although restrictions are beginning to ease and these in store experiences can resume, many consumers will have adjusted to the new way of doing things, particularly with regards to online shopping and decision making. Therefore, no longer is it enough to simply enable the purchasing of your products through an online channel. Rather, brands need to be supporting every step of the customer journey through their digital offerings, including the awareness, research and post-purchase service stages. And thanks to the continued development of online advertising tools, this is now more viable than ever. For example, the social media features mentioned previously can all be used for advertising purposes too. Whether it’s enticing brand videos posted to your own feed, or promoted via each platform’s advertising network, or even an influencer partnership, whereby a famous face shows your product in action, there are countless ways to get word of your product out there with video. Similarly, YouTube ads have long been praised for being a cost-effective way to earn greater digital reach through better engagement and creativity. As the second largest search engine in the world in terms of number of searches, it’s easy to understand why video advertising on the platform is so beneficial. But while it might be one of the largest, YouTube certainly isn’t the only worthwhile search engine to be advertising on. In more recent times, the sophistication of other search engines, including Google and Bing, have created a strong case for businesses to include video consideration in their SEM strategies too. For example, we’re probably all familiar with the increasing favourability and better integration of YouTube videos displaying on results pages. And although this is separate to PPC advertising, it does require considerable effort in terms of SEO in order for videos to rank. However, more recently, and we suspect moving forward, there is room for the use of video in these traditional PPC search advertising platforms too. In fact, Bing is currently rolling out a video extension feature to its ad accounts, allowing advertisers to include a 6 - 120 second clip in their search ads. On desktop, a thumbnail for the video will be shown to the right of the copy, which when clicked, the video plays in an overlaying window. On mobile, the video simply plays in the frame with ad copy still visible below. As well as helping to secure greater real estate space on the results page, these videos make ads more engaging and can even enable businesses to provide more information about the brand, product or service beyond what is permitted in the copy. Therefore, for businesses looking to implement a strong video strategy, Bing can help you maximise the return on investment required to produce such pieces of content. As well as making use of video to improve PPC efforts, the search engine definitely appears to prioritise the format more than other platforms do. Just a quick search for big name brands, such as ASOS and Sainsbury’s, will show you just how easily the search engine integrates branded and user generated video content, when compared to the likes of Google. Again, with videos that are appropriately optimised, there is great potential to increase the space taken up on the all important first page of results. As well as this, you can provide searchers in the awareness and research stages with greater information and a better brand experience through content in a more engaging format to increase the chances of a conversion. In terms of PPC advertising, the use of video is at no greater expense to the business. Video clicks are charged at the same rate as call to actions or website click throughs, and like in the traditional form, only the initial click incurs a cost. Therefore, users can click to watch the video, and then press the button to call, enquire or visit your website, and despite having spent more time immersing themselves in your brand, there will be no additional price to pay. Undeniably, video advertising is becoming increasingly intelligent, providing businesses with much more opportunity to showcase their products in an engaging way, which can help break through the white noise of the saturated online marketplace. But interestingly, I believe this is only the beginning of what is possible with the format, particularly when it comes to PPC in search. As the retail world recovers from the disruption of the pandemic, and businesses really begin to home in their strategies to accommodate users’ new found preferences in the age of post-lockdown, the creative use of video will become an ever-growing key tactic in advertising.

Read More
Ad Networks

What Influencers Look for in Brand Deals

Article | October 20, 2022

A few years ago, the word “influencer” meant something pretty different than what it represents today. In 2016, the Instagram-focused social media consumer probably pictured a wealthy ex-Bachelor contestant who took beach photos in a personalized floppy hat and sponsored weight loss tea. But in 2021, the creator economy has evolved to encompass a more relatable, diverse population. Average Joes have completely disrupted the influencer marketplace, and now that brands across all categories have an influencer marketing plan, they are competing to get their products and services in front of the eyes of loyal fanbases.

Read More

Our Promise: Content to Count on During Uncertain Times

Article | April 21, 2020

There is no doubt that we are experiencing times of tremendous change and uncertainty. Yet Univision's mission remains the same -- to inform, empower and entertain U.S. Hispanics.With a strong programming lineup, due to exceptional content partners and a proven strategy, we are focused on super-serving our audience, especially now when they need us most.

Read More
Ad Networks

Multimedia Content: The Key for B2B Brand Marketing

Article | September 1, 2023

What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online. Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement. But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way. They could be lost forever. Or — you could use retargeting to get them back to your site. That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI. Let’s get started. Quick Takeaways Only 2% of web users convert on their first visit to a website. Retargeted web visitors convert at a 70% higher rate. Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting. Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content. What is retargeting? So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later. It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet. Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you. Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement. Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it. Why Retargeting Needs to Be Part of Your Strategy Consumers actually like retargeted ads The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy. At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate. Here’s what it comes down to: retargeting doesn’t turn consumers off as long as it’s done ethically (AKA you’re only retargeting people when it actually makes sense and they’ve agreed to your privacy policy). In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher. Here’s what the numbers tell us: Retargeted ads earn a click-through rate 10x higher than regular display ads Retargeted website visitors are 70% more likely to convert 3 out of 4 consumers notice retargeted ads when they see them It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates. Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase. Where to Retarget Google and YouTube Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network. Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you? Facebook and Instagram Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram. Learn more about the Facebook Pixel here. TikTok TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas. For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience. You can get started at TikTok for Business. LinkedIn For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform. 3 Retargeting Best Practices Incentivize The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one). The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.” A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase. Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price. Personalize Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent. Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience. Leverage Content Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI? Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal. Content that can be effectively marketed through retargeting ads include: Blog articles How-to guides Checklists Webinars and video demos Ebooks and whitepapers

Read More
Retargeting

Contextual Targeting: Why is It Important?

Article | July 20, 2022

Nate Burke, CEO of Diginius, a London-based technology company, who specialise in digital marketing and ecommerce solutions, discusses the growth and exciting future prospects for video advertising, particularly for those seeking unique ways to promote products in a saturated online marketplace. Over recent years, there has been increasing focus on the use of video in just about every marketing context. And as it would seem, all the events and shifts in the market that have occurred ever since have only played into the success of the audio visual format. Take the coronavirus pandemic as a prime example. Lockdown restrictions and stay at home orders across the globe have catalysed our consumption of video content. For anyone sceptical of this statement, just take the sweeping influx of TikTok users, and consequently, development of Reels, Livestream services IGTV and Stories features across social media platforms. These video-based formats often provide a more entertaining and engaging way to consume content. And at a time when we have been looking for just about any way to fill gaps while stuck at home, videos have offered moments of escapism and connectivity, despite people never being so physically far apart. The video content we have consumed has varied from DIY tutorials for making face masks or home renovation projects, through to product reviews and demonstrations for items we would typically like to see in person and in store. And although restrictions are beginning to ease and these in store experiences can resume, many consumers will have adjusted to the new way of doing things, particularly with regards to online shopping and decision making. Therefore, no longer is it enough to simply enable the purchasing of your products through an online channel. Rather, brands need to be supporting every step of the customer journey through their digital offerings, including the awareness, research and post-purchase service stages. And thanks to the continued development of online advertising tools, this is now more viable than ever. For example, the social media features mentioned previously can all be used for advertising purposes too. Whether it’s enticing brand videos posted to your own feed, or promoted via each platform’s advertising network, or even an influencer partnership, whereby a famous face shows your product in action, there are countless ways to get word of your product out there with video. Similarly, YouTube ads have long been praised for being a cost-effective way to earn greater digital reach through better engagement and creativity. As the second largest search engine in the world in terms of number of searches, it’s easy to understand why video advertising on the platform is so beneficial. But while it might be one of the largest, YouTube certainly isn’t the only worthwhile search engine to be advertising on. In more recent times, the sophistication of other search engines, including Google and Bing, have created a strong case for businesses to include video consideration in their SEM strategies too. For example, we’re probably all familiar with the increasing favourability and better integration of YouTube videos displaying on results pages. And although this is separate to PPC advertising, it does require considerable effort in terms of SEO in order for videos to rank. However, more recently, and we suspect moving forward, there is room for the use of video in these traditional PPC search advertising platforms too. In fact, Bing is currently rolling out a video extension feature to its ad accounts, allowing advertisers to include a 6 - 120 second clip in their search ads. On desktop, a thumbnail for the video will be shown to the right of the copy, which when clicked, the video plays in an overlaying window. On mobile, the video simply plays in the frame with ad copy still visible below. As well as helping to secure greater real estate space on the results page, these videos make ads more engaging and can even enable businesses to provide more information about the brand, product or service beyond what is permitted in the copy. Therefore, for businesses looking to implement a strong video strategy, Bing can help you maximise the return on investment required to produce such pieces of content. As well as making use of video to improve PPC efforts, the search engine definitely appears to prioritise the format more than other platforms do. Just a quick search for big name brands, such as ASOS and Sainsbury’s, will show you just how easily the search engine integrates branded and user generated video content, when compared to the likes of Google. Again, with videos that are appropriately optimised, there is great potential to increase the space taken up on the all important first page of results. As well as this, you can provide searchers in the awareness and research stages with greater information and a better brand experience through content in a more engaging format to increase the chances of a conversion. In terms of PPC advertising, the use of video is at no greater expense to the business. Video clicks are charged at the same rate as call to actions or website click throughs, and like in the traditional form, only the initial click incurs a cost. Therefore, users can click to watch the video, and then press the button to call, enquire or visit your website, and despite having spent more time immersing themselves in your brand, there will be no additional price to pay. Undeniably, video advertising is becoming increasingly intelligent, providing businesses with much more opportunity to showcase their products in an engaging way, which can help break through the white noise of the saturated online marketplace. But interestingly, I believe this is only the beginning of what is possible with the format, particularly when it comes to PPC in search. As the retail world recovers from the disruption of the pandemic, and businesses really begin to home in their strategies to accommodate users’ new found preferences in the age of post-lockdown, the creative use of video will become an ever-growing key tactic in advertising.

Read More
Ad Networks

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

Article | October 20, 2022

A few years ago, the word “influencer” meant something pretty different than what it represents today. In 2016, the Instagram-focused social media consumer probably pictured a wealthy ex-Bachelor contestant who took beach photos in a personalized floppy hat and sponsored weight loss tea. But in 2021, the creator economy has evolved to encompass a more relatable, diverse population. Average Joes have completely disrupted the influencer marketplace, and now that brands across all categories have an influencer marketing plan, they are competing to get their products and services in front of the eyes of loyal fanbases.

Read More

Our Promise: Content to Count on During Uncertain Times

Article | April 21, 2020

There is no doubt that we are experiencing times of tremendous change and uncertainty. Yet Univision's mission remains the same -- to inform, empower and entertain U.S. Hispanics.With a strong programming lineup, due to exceptional content partners and a proven strategy, we are focused on super-serving our audience, especially now when they need us most.

Read More
MORE ARTICLES

Spotlight

Bonfire Marketing Company

Bonfire is a digital content marketing agency specializing in ABM for SaaS, hardware technology, and health and wellness. Our solutions stem from hard-earned research and experience; our strategies and campaigns are built to make a lasting impact. Our relentless curiosity, accountability, and passion equate to a constant mission to improve marketing. We’re the partner you’ve been looking for.

Related News

Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

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Ad Tech and Martech

IAS Launches New Made for Advertising (MFA) AI-Driven Site Detection and Avoidance Technology

Integral Ad Science | October 19, 2023

Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites. MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift. IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies. IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites. Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance. Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale. "Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers." The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

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Ad Tech and Martech

VIOOH & Yahoo Partner to Explore the Value prDOOH Delivers Within Multichannel Campaigns

ExchangeWire | October 17, 2023

Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns. As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness. Two key outcomes are clear: 1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels. 2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium. The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI. Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness. Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.” About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.

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Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

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Ad Tech and Martech

IAS Launches New Made for Advertising (MFA) AI-Driven Site Detection and Avoidance Technology

Integral Ad Science | October 19, 2023

Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites. MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift. IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies. IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites. Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance. Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale. "Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers." The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

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Ad Tech and Martech

VIOOH & Yahoo Partner to Explore the Value prDOOH Delivers Within Multichannel Campaigns

ExchangeWire | October 17, 2023

Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns. As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness. Two key outcomes are clear: 1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels. 2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium. The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI. Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness. Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.” About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.

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