AD TECH AND MARTECH
PR Newswire | May 08, 2023
Quadrant Knowledge Solutions announced today that it has named The Trade Desk as a 2023 Leader in the SPARK Matrix analysis of the global AdTech Platform market.
The Quadrant Knowledge Solutions SPARK Matrix™ includes a detailed analysis of global market dynamics, major trends, vendor landscape, and competitive positioning. The study provides competitive analysis and ranking of the leading technology vendors in the form of its SPARK Matrix. It gives strategic information for users to evaluate different vendor capabilities, competitive differentiation, and market position.
According to Prakhar Bansal, Analyst, Quadrant Knowledge Solutions, "The Trade Desk's AdTech platform offers a cloud-based Demand Side Platform (DSP) that enables advertisers to manage digital campaigns across various ad formats, including display, video, audio, native, and connected TV through various devices. The company is also invested in building a strong partner ecosystem through integrations with major data, inventory, and publisher partners, ensuring maximum reach and decisioning capabilities, and enterprise APIs enabling custom development on the platform. AdTech platform continues to deliver value to its customers through its key technology differentiators including integration with connected media channels, marketplaces for premium inventory, identity resolution with Unified ID 2.0 (UID2), and other features to drive improvements in campaign performance". Prakhar added: "With its support for a broad range of use cases, ease of deployment and customer service excellence, The Trade Desk has retained its leadership position in the global AdTech market."
"At The Trade Desk, we are dedicated to providing our clients with innovation that enables them to achieve their advertising goals with greater precision and efficiency," said Gruia Pitigoi-Aron, Senior Vice President of Product, The Trade Desk. "Being recognized as the leader in the SPARK Matrix for AdTech Platforms and achieving top scores in both technology excellence and customer impact are testaments to the tireless efforts of our team. This recognition validates our commitment to delivering value to our clients, as well as providing the industry with solutions that drive measurable business results."
Quadrant Knowledge Solutions defines AdTech Platform as a "set of software tools and technologies for planning, executing, automating, and managing digital advertisements across digital channels, including search, social, display, OTT, mobile, video, and others to optimize ad campaign performance. Ad Tech often includes a variety of analytics tools that enable publishers to increase their advertising revenue and advertisers to optimize ROI through effective campaigns towards reaching the target audience and gathering customer insights. An ad tech platform combines the entire advertising ecosystem that involves buying, selling, tracking, analyzing, and optimizing digital ads and campaign performance. The platform consists of several tools and technologies, including supply-side platforms, demand-side platforms, ad networks, and ad servers."
About The Trade Desk
Backed by over a decade of innovation, The Trade Desk empowers marketers with the tools they need to achieve growth, reach new audiences, and prove their impact. For modern marketers, leveraging data is the key to brand growth. This is why more advertisers are prioritizing the value of the open internet. Unlike walled gardens, the open internet lets you use data to grow your audience across the widest range of websites, apps, podcasts, streaming TV platforms, and more – comparing performance openly and objectively.
About Quadrant Knowledge Solutions
Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client's business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments.
Business Wire | May 02, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its “Post-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.” This second report in DV’s ‘Post-Cookie Questions’ research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies.
Conducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), the latest report polled over 800 respondents with a wide breadth of industry backgrounds – from media buyers and ad operations to senior decision-makers on both sides of the industry.
Key findings of the report include:
Cookie Depreciation Concerns Remain High, But Lessen Year-Over-Year
Overall publisher concern about the impact of cookie deprecation on their business remains consistent year-over-year, with 60% of publisher respondents indicating they were either “very concerned” or “moderately concerned.” However, those who stated “very concerned” decreased year-over-year by one-quarter (25%). Advertisers indicated that “multiple browsers phasing out third-party cookies” was their primary concern amidst recent privacy changes. Only 24% of the surveyed publishers stated they currently had a post-cookie solution in place. The remaining respondents were either still testing or hadn’t yet begun the process.
Publisher Revenue Expectations and Audience Reach Are Top of Mind
With third-party cookie deprecation and other privacy-related changes, 48% of publisher respondents in 2023 anticipate cookie deprecation having a positive impact on their company’s revenue. This is a decrease from the 64% of respondents who answered the same in 2022.
On the advertising side, 31% of advertisers indicated that their ability to target audiences effectively was among their greatest concerns in a cookieless future. Meanwhile, nearly 50% of publishers believed that making data accessible in open-market environments will be one of the biggest challenges with relying on first-party and contextual data.
When it comes to first-party data offering and strategies, both publishers and brands vie for supremacy. Nearly half of all advertisers surveyed cited their own first-party data activation as the cookie-independent solution that holds the most promise. Meanwhile, nearly half of all publishers stated the same for their own first-party data activation, highlighting the misalignment.
Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities
As publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as “good” or “very good.”
For the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they’ve seen from publishers as “good” or “very good.”
“While interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. Attention and contextual solutions represent new opportunities to measure performance in privacy-friendly ways,” said Steven Woolway, EVP of Business Development at DoubleVerify. “Our survey findings indicate that in a post-cookie future, both of these will play a role. In that pursuit, trusted third-party metrics can allow publishers and brands to speak a common language on these topics in the marketplace.”
Publishers and Brands Look to Align on Attention in 2023
Both brands and publishers pointed to attention’s potential as an advertising currency. Publishers have already started adapting, as 94% of publisher respondents have described attention-based capabilities as important to their business this year. On the buy side, advertisers also plan to rely on attention-based metrics (96%) in either most or some of their ad buys in 2023.
“The imminent deprecation of third-party tracking has publishers and advertisers looking for viable solutions and it seems that both sides are in agreement with contextual, attention and first-party data strategies,” added Woolway. “Opportunities are abundant for publishers and advertisers to align in new and impactful ways, and now is the time to cultivate direct partnerships and develop or refine capabilities.”
To learn more about DV’s efforts to equip both sides of the industry with tools and services to build trust and alignment between buyers and sellers, visit https://doubleverify.com/publishers/.
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.
Business Wire | April 21, 2023
As part of its ongoing commitment to addressing pollution caused by online media delivery, leading global programmatic media partner MiQ today announces a new partnership with groundbreaking streaming tech provider, SeenThis. Together, the pair are modernizing creative delivery for eco-conscious brands and agencies, using the power of streaming to advance more sustainable MiQ-driven campaigns across the world.
Compared to conventional technology used to deliver programmatic creative, SeenThis is fueled by adaptive streaming, which instantly delivers the highest quality creative possible and with less data waste. These ads stream in bite-sized pieces when in-view, ensuring that data is transferred only when actively consumed by users and is otherwise paused. For MiQ and its clients, this reduces data waste by an average of 25%, as well as associated carbon emissions all related to excessive buffering and offscreen loading. It also eliminates reliance on publisher bandwidth to download files and improves the overall user experience for static images, video, and other display formats. This includes:
No creative limits: Creative delivery modernized by streaming tech
Effective delivery of greener campaigns: Wasted impressions are minimized by pausing advertisements when out-of-view
High attention formats: Clients can extend video reach into display formats with over 80% viewability
Paired with MiQ’s agnostic, multi-DSP optimization tactics and advanced programmatic activation strategies, MiQ and SeenThis have already achieved greener and more performant results for over 100 campaigns to date, including for major fashion houses, tourism brands and next-gen gaming companies. Through faster load times and better viewability, click-through rates have performed 2x better than standard display, resulting in nearly 85K KG of CO2e savings for clients to date, which is equivalent to the pollution from over 3 million plastic bags or driving from New York to L.A. 160+ times.
Against this impressive backdrop, MiQ is using SeenThis technology to develop new streamed formats and expand its streamed offering into other channels beyond display, which will be unveiled in the coming months.
“In 2022, we made great strides with Scope3 and MiQ’s Green Score to measure, reduce, and benchmark carbon emissions across the supply chain,” says Chris Lehman, Global Head of Creative at MiQ. “Our team is fully dedicated to identifying and actioning new ways to address the sustainability needs of the industry. Optimizing and future-proofing the creative that clients use seemed like a natural next step in this continued progression. SeenThis is the perfect partner to aid us in that journey and we look forward to further innovations which enable a greener ad ecosystem.”
Thomas Houge, CCO at SeenThis adds: “The combination of our innovative creative technology with MiQ’s robust sustainability offering creates something completely new in the market. We’re already seeing the huge benefits that this provides to companies we’re working with together. We’re eager and ready to facilitate this success for others across the globe and excited to collaborate with MiQ on additional advances this year and beyond.”
Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1,000+ brands in 40+ countries, the company is on a journey to reshape the internet — for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet. For more information, visit seenthis.co.
We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.
Headquartered in London, MiQ operates globally from 18 offices located across North America, Europe, and APAC. Our company has been recognized numerous times for our stellar contributions both internally and externally including for Ad Age’s 2023 Best Places to Work Award, 2022 Inc. Programmatic Power Players list, and AdExchanger's Programmatic Power Players list in 2022, 2021, and 2020.