ADVERTISER CAMPAIGN MANAGEMENT
PR Newswire | May 22, 2023
Seedtag, the leading global contextual advertising company, has launched a powerful new generative AI capability that gives brands and agencies the capacity to build tailored creative based on the context of the surrounding page-level content. Advertisers can now benefit from iterations of ads that better fit "where they live" online. One creative now has infinite opportunities - saving time and resources.
Generative AI has been fully integrated into Liz, Seedtag's contextual AI platform that provides Deep Learning, Computer Vision and Natural Language Processing capabilities. Liz fully understands the desired contexts for the client's ad campaign and creates prompts to modify the original creative based on the best possible outcome. The AI generative platform builds new creatives using the insight driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief.
While Seedtag already employs AI in its advertising offering to categorize the content of articles and contextualize creatives, generative AI provides advertisers more sophisticated creatives that perfectly match the content of the articles. This increases the effectiveness of contextual creatives even further, as studies from Lumen and Xandr have already shown that aligning context and creative generates a 20% uplift in attention and increases CTR by 1.6x.
To ensure a brand's creative integrity is always upheld, Seedtag's leading global design team oversees every AI-generated creative before presenting to advertisers - fusing the best of both worlds: state-of-the art tech with a human touch.
Fernando Pascual, VP of Design at Seedtag, states: "Outstanding creatives are vital to the success of any ad campaign, but it's equally important that these creatives are relevant to the context in which they're served. By integrating Liz with generative AI technology, we can offer our clients contextual creatives that integrate seamlessly with the context in which they will be displayed, helping them win the attention battle and drive better results, while also saving time and resources."
Seedtag is the leading global contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI allows brands to engage with consumers within their universe of interest on a cookie-free basis. Seedtag was founded in 2014 by two former Googlers with a clear mission: to change how online advertising is done. Today Seedtag has a large international presence with over 450 employees across the United States, UK, France, Spain, Italy, Germany, Netherlands, Dubai, India, Mexico, Brazil, Colombia, Argentina, and Chile.
ADVERTISER CAMPAIGN MANAGEMENT
Business Wire | May 19, 2023
Snowplow, the global leader in data creation, today announced the launch of a dynamic new solution for measuring the effectiveness of advertising campaigns. Called Attribution Modeling, the solution Powered by Snowflake, gives clients real-time insights into advertising performance, enabling essential campaign optimization in near-real time.
By building Attribution Modeling on Snowflake, Snowplow is able to empower direct-response advertisers to gain insights into conversion journeys by analyzing click event data from advertising campaigns. With Snowplow’s first-party customer data, organizations can generate, enrich, and model ultra-low latency click event streams, delivered in Snowflake’s single, integrated platform. Companies can easily analyze and respond to advertising performance in near real-time with a unified data asset, regardless of their resource structure. This capability also enables marketers to make data-driven decisions to allocate resources to the most effective campaigns and channels in near-real time.
Joint customer, Digital Virgo, was able to leverage Attribution Modeling, Powered by Snowflake, to reduce data latency by 90% and eliminate data silos. With Attribution Modeling, Digital Virgo gained access to standardized data reports from all 40 countries in which it operates and was able to re-allocate its marketing budget to high-performance campaigns, gaining a significant number of new subscribers during the 2022 FIFA World Cup.
"Before Snowplow, we had a packaged analytics tool. We did not have any data sets of events available in real-time. Snowplow and Snowflake opened up a world of possibilities for us by providing data to our team so we can quickly analyze trends in campaigns, within five or 10 minutes." – Anthony Gianastasio, Head of Analytics, Digital Virgo.
“Attribution Modeling is an application that addresses the changing needs of marketing and advertising professionals, offering impactful and cost-effective campaigns. By building our solution on Snowflake, we have been able to provide a cloud-based alternative to other campaign analytics solutions available today. Snowplow will work with Snowflake to enable customers to take control of first-party data and map granular customer journeys in a centralized source of truth. This will provide accurate and comprehensive campaign measurement, driving success for customers." – Conor Doyle, VP Partnerships & Business Development, Snowplow.
“We look forward to continuing to partner with Snowplow to help our customers analyze trends quickly and at scale, consistently giving them better analytics.” – Scott Schilling, Senior Director of Global Partner Development at Snowflake.
Industry leading applications are Powered by Snowflake. By building on Snowflake, product and engineering teams are able to develop, scale, and operate their applications without operational burden, delivering differentiated products to their customers. With the Powered by Snowflake program, builders get access to resources to help them design, market, and operate their applications in the Data Cloud. To learn more about the Powered by Snowflake program and how organizations are building on Snowflake
Snowplow empowers organizations to generate trustworthy, first-party Customer Data to power Marketing and Advertising performance.
1.9+ million sites and applications use Snowplow to generate and model first-party customer data from across their digital interfaces to capture descriptive customer journeys and build actionable first-party Behavioral Profiles. Purposely designed for the data platforms as a single source of truth; Marketers, Data teams and CDPs can activate Snowplow data across Customer 360, Personalization and ML use cases.
With Snowplow, organizations like Strava, Autotrader, and Software.com reach, engage and win customers, while retaining an industry-leading data governance posture, with full GDPR and CCPA compliance.
AD TECH AND MARTECH
ExchangeWire | May 15, 2023
Outdoor advertising technology leaders Adkom, Blip, and Broadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP).
Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities.
The integration, which includes Adkom and Blip’s mediation layer, unlocks US roadside inventory that may have previously been difficult to procure due to a fragmented media owner landscape, making it simple to purchase through a programmatic platform. At the same time, independent media owners on the Adkom and Blip networks can increase revenue potential through new and repeat exposure to brands transacting on DSPs integrated with Broadsign.
“We’re committed to working with brands, agencies, DSPs, and SSPs to ensure that we are adding as much value as possible at every point of the programmatic transaction. Optimising campaigns, providing real-time reporting, ensuring prompt creative approval, and offering service to our customers on both sides of the transaction is essential to this mission, and our work with Broadsign will allow us to build on that,” said Andy Gotshalk, vice president of programmatic for Adkom and Blip. “We’ve watched and admired Broadsign’s efforts in the programmatic DOOH space and are excited to work with them to expand programmatic access to Adkom and Blip network inventory, which will ultimately serve the greater OOH industry.”
“Programmatic DOOH is advancing at a rapid pace, and more advertisers and agencies embracing the channel want access to unique and targeted inventory via Adkom and Blip offerings,” explained John Dolan, global head of media sales & service, Broadsign. “We’re thrilled to be collaborating with Adkom and Blip to bring Broadsign-supported DSPs and media buyers a host of new roadside screens, as demand for this kind of inventory continues to surge.”
Broadsign empowers publishers, agencies, and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps publishers more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.