AD TECH AND MARTECH
GumGum | March 20, 2023
GumGum, a contextual first, global advertising platform, announced that starting immediately, all impressions running on GumGum’s ad exchange will now have enhanced brand safety protection through Verity™, GumGum’s proprietary and accredited contextual intelligence platform.
Verity is already integrated and applied across GumGum’s PMPs and media business. With this upgrade, GumGum becomes the first 100% brand-safe exchange and is the only direct marketplace that incorporates brand safety on every impression.
Advertisers typically add brand safety layers on their own through a pre-bid solution or their own safety filters. However, GumGum believes it is their responsibility to ensure supply-side safety by integrating an additional layer of protection in its exchange with Verity. Verity is the first independent ad tech platform to have been granted content-level accreditation by the Media Rating Council (MRC) for contextual analysis, brand safety, and suitability across the web and CTV. This accreditation was granted due to Verity’s sophistication and ability to analyse all content signals within a digital environment, including text, images, videos, and audio, to ensure ads are not served against extreme and unsafe content.
“We want brands and agencies to know that when they buy from GumGum’s ad exchange, they can always rely on brand safety and suitability protection, whether that’s through our exchange or PMP activity. Buyers can be assured that every ad we serve has been verified by Verity, creating a safe ad environment against extreme content,” said Adam Schenkel, EVP of global platform strategy & operations at GumGum. “Further, we want publishers to feel confident that we are an additional layer of support in ensuring their content is driving the greatest monetisation from our platform while protecting against brand safety violations.”
In addition to standard display and video placements from top publishers, GumGum’s ad exchange quickly unlocks exclusive inventory using standard formats that are cost-efficient and can be easily scaled through GumGum’s DSP partners, such as The Trade Desk, Xandr, and Google Display & Video 360. Any media buyer has the ability to access unique, high-performing inventory that is exclusive to GumGum through a DSP without a managed deal or campaign by GumGum account teams. The exchange is one of the industry's highest concentrations of direct-to-publisher integrations, enabling the company to provide the most direct route to premium, high-quality inventory for media buyers.
“Every brand has its own suitability thresholds but safety is more black and white. If we have the capability to remove unsafe inventory that advertisers don’t want to advertise against from the onset, why wouldn’t we do that?” said Phil Schraeder, CEO of GumGum. “We see a tremendous growth opportunity with our ad exchange and adding Verity to every ad impression is just one of many exciting things we will be doing with the exchange this year.”
This solution offers higher-quality ads and increased scale across thousands of premium publisher sites that are third-party verified. To ensure quality inventory at scale and an efficient supply chain, GumGum has integrated MediaGuard by HUMAN into the exchange to remove nonhuman and fraud traffic. In addition, GumGum is integrated with NewsGuard who deploy real journalists to fact-check news publications to ensure content accuracy, reliability, and access to high-performing inventory. With a focus on inclusivity, the exchange will also allow advertisers to maximise their KPIs by targeting audiences through customised segments such as multicultural and sustainability with standard and nonstandard ad formats.
GumGum will continue to develop partnerships to grow the scale of the exchange in 2023 and beyond. With a new team dedicated to the innovation and growth of the exchange, GumGum continues to commit to evolving the marketplace to suit the needs of the digital advertising industry.
GumGum’s exchange is available now and accessible to agencies, advertisers and publishers across the globe interested in brand-safe and premium ad inventory.
GumGum is a contextual-first global digital advertising platform that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future for consumers, publishers and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide.
AD TECH AND MARTECH
ExchangeWire | March 23, 2023
Equativ, the leading independent ad tech platform, and Seedtag, the leader in contextual advertising, announce today (March 21st, 2023) the extension of their global strategic partnership into Equativ’s curation offering. Seedtag has selected Equativ’s curation platform to enrich its contextual targeting solution with the power of Equativ’s targeting capabilities and premium ecosystem. The common goal of this partnership is to empower buyers to engage with relevant audiences across brand-suitable premium content with full respect to their data privacy.
Building on Equativ’s curation offering, advertisers will benefit from Seedtag’s contextual AI solution LIZ© that leverages the power of machine learning to provide a human-like understanding of content to deliver precise targeting in a cookieless environment. This is an important advantage as third-party cookies and identifiers are set to disappear. Through this integration into Equativ’s curation platform, Seedtag will be able to create a 100% cookieless contextual marketplace enabling advertisers to drive campaign performance and brand recognition through brand-suitable ad placement across high-quality cross-publisher inventory. This partnership also allows buyers to run private marketplace (PMP), programmatic guaranteed (PG), and direct deals via Equativ with access to Seedtag’s exclusive inventory to deliver ads in the right place.
In addition, Seedtag is renewing its existing partnership with Equativ as its primary SSP after a successful four-year collaboration spanning several European markets specifically in Spain which saw a more than 100% revenue increase in Q1 2022 compared to Q1 2021.
Ingrid Couasnon, EVP EMEA at Equativ, comments: “We are pleased to extend our global strategic partnership with Seedtag. The integration of their unique contextual AI capabilities into our curation platform will support the creation of closer relationships between buyers and sellers. In the face of the end of third-party cookies, it is critical that we offer privacy-first, transparent, and effective solutions to media buyers everywhere."
Grego Martínez, VP of product at Seedtag, states: "Over the past few months, we have been working on developing a tool that would allow us to connect our contextual capabilities with Equativ's curation platform. As a result, we have established a solid partnership and have made our contextual signals, created by Seedtag's contextual AI LIZ©, available in a 100% cookieless contextual marketplace. We are excited about this partnership and will continue to work to deliver a scalable, efficient, and privacy-first solution that enables advertisers and publishers to expand their business"
Equativ is the new single name for Smart Adserver, DynAdmic, and LiquidM — three proven innovators in advertising technology. The vertically integrated company provides brand and privacy-safe solutions that empower its clients to achieve maximum impact while respecting the rights of consumers. The union combines client expertise and engineering excellence to serve the interests of both the supply-side and demand-side with equal professionalism and technical sophistication. Headquartered in Paris and New York, Equativ operates globally. Equativ offers the market its own independent ad server, SSP, buyer tools, and media services to fulfill the promise of advertising technology.
Sharethrough | March 15, 2023
On March 14, 2023, Sharethrough, a global independent ad exchange, is organizing the Green Media Summit 2023 in New York City on April 13. The event will highlight the impact of environmental awareness in media and the digital advertising industry's role in building a sustainable media ecosystem.
The conference will feature keynotes, panels, and fireside chats from ad tech leaders, industry decision-makers, and sustainability experts. The event will talk about the latest trends and solutions in sustainable media practices. These will include strategies for reducing carbon emissions in production and distribution, new technologies, and the role of the media in driving social and actionable environmental change.
Luc Marsolais, Chief Operations Officer at Sharethrough, said, "As businesses increasingly prioritize sustainability, it's become clear that industries across the board need to take steps to reduce its environmental impact." He also said, "The inaugural Green Media Summit is an essential opportunity to come together to address one of the most pressing issues of our time. At this conference and beyond, we can find ways to reduce our carbon footprint, minimize waste, and build a more sustainable future."
(Source - CISION PR Newswire)
The conference is completely carbon-neutral and features speakers from global brands, agencies, and publishers. Attendees can network with like-minded professionals and learn about best practices for creating environmentally conscious campaigns. The conference aims to inspire and empower the industry to take action towards a more sustainable future.
Sharethrough is an independent omnichannel ad exchange that believes in a human-centric approach to advertising and monetization. Advertisers and publishers use its technology to render higher-performing ads that fit any placement on any site. Sharethrough's publisher partners benefit from directly-sourced demand, scale, and quality, prioritizing their monetization efforts and elevating performance. It has headquarters in Montreal and offices across North America, including San Francisco and New York City.