AD TECH AND MARTECH
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.
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PROGRAMMATIC ADVERTISING
Zype, TripleLift, Vevo | September 30, 2022
Zype, the leading video API and infrastructure platform, and TripleLift, the advertising technology company reinventing ad placements, today announced an integration that allows joint customers to leverage In-Show advertising within playout streams on connected TV (CTV) platforms.
Customers using Zype’s Playout 2.0 to curate and deliver digital linear programming for OTT platforms can now leverage TripleLift's In-Show solutions to provide unique, non-disruptive, integrated ad experiences within the CTV environment. With these new advertising capabilities, Playout 2.0 users can create dynamic monetization opportunities for brands. These innovative ad placements allow content owners to reduce the number of ad breaks without decreasing revenue per stream, while also ensuring a brand-safe environment for advertisers alongside contextually relevant content.
TripleLift’s In-Show solutions dynamically and seamlessly insert brand assets directly into television programs during the post-production process and can take place days, months or even years after show filming is complete. Using machine learning, TripleLift determines where to insert a branded asset within the content, based on context and audience profile resulting in a better experience for advertisers and viewers, with a 12x increase in brand awareness and a 3.6x increase in audience engagement.
Vevo, the world's leading music video network, recently announced that it is using both Zype and TripleLift’s technology to support overlay ads for brand-building and contextual targeting against expertly curated music video programming on connected TVs.
“At Zype, we’re always looking to work with innovative advertising technology partners that can offer our customers greater opportunities for monetization and an improved streaming experience for the end-user,” said Matt Moore, senior vice president of Product at Zype.
“At Zype, we’re always looking to work with innovative advertising technology partners that can offer our customers greater opportunities for monetization and an improved streaming experience for the end-user,” said Matt Moore, senior vice president of Product at Zype. “TripleLift's technology provides just that, with a focus on greater ad engagement and a better viewer experience, which presents an incredible alignment with our vision.”
TripleLift’s In-Show solutions allow Zype customers using Playout 2.0 to:
Leverage a unique post-production solution for product placement. Identify contextual moments and surface areas to superimpose a brand’s message or product into a show’s content with no disruption to the storytelling.
Create a break in the action by showcasing impactful ad creative. Capture audience attention at optimal moments with a bespoke :06s ad format that scales back video content during natural, narrative breaks.
Reinforce brand messaging without interruption. Enhance the traditional lower-third with a non-disruptive integrated ad experience that is contextually relevant for the brand.
“Streaming TV has changed what viewers expect of their television experience. We know that viewers want a television experience that is more integrated and less interruptive and OTT content publishers need better ways to help brands reach their audiences,” said Michael Shields, general manager, connected TV, TripleLift. “Together with Zype, we’re making it possible for content publishers of all sizes to create and fulfill ad inventory in their linear playout channels through innovative, non-disruptive ad placements that meets viewer expectations and drives better outcomes for advertisers.”
For more on this new integration, please visit www.zype.com.
About Zype
Zype provides infrastructure for digital video, with a cloud-based platform to manage and distribute enterprise-grade video across web, mobile, TV, and social media. Offering both developer-friendly tools such as customizable APIs as well as turnkey solutions for automated app publishing and playout, Zype's SaaS enables video creators, publishers, or distributors to quickly build, launch and manage superior video products at scale. With a wide ecosystem of video connectors and technology partners and an award-winning support team, Zype's customers confidently increase reach, engagement and monetization by delivering premium entertainment experiences. Founded in 2014 and acquired by Backlight™ in 2021, Zype is a privately held company with more than 300 customers worldwide. www.zype.com.
About TripleLift
TripleLift is the advertising technology company reinventing ad placement at the intersection of creative, media and data. Our marketplace serves the world’s leading brands, publishers, streaming companies and demand-side platforms, executing over 1 trillion ad transactions every month. Customers choose us because of our addressable offerings from native to online video to connected television, innovations that insert brands into content in real-time, and supportive experts dedicated to maximizing partner performance. Part of the Vista Equity Partners portfolio, TripleLift has appeared on both the Inc. 5000 and Deloitte Technology Fast 500 for five consecutive years, has been named to Business Insider’s list of Hottest Ad Tech Companies for three straight years and was awarded Most Innovative TV Advertising Technology by AdExchanger in 2021. Find out how TripleLift is shaping the future of advertising at triplelift.com.
About Vevo
Vevo is the world's leading music video network, connecting an ever-growing global audience to high quality music video content for more than a decade. Founded by Universal Music Group and Sony Music Entertainment in 2009, Vevo offers fans worldwide a vast array of premium content to choose from, showcasing official music videos alongside a constantly developing lineup of live performances and innovative original programming. From top superstars to rising new talents, Vevo brings incomparable cross-promotional support to artists across the musical spectrum, at every stage of their careers.
Vevo has consistently evolved over the past decade to lead within today's ever-changing media landscape, embracing partnerships with a number of leading distribution platforms to deliver extraordinary content within ad-supported environments. With more than 25B views across television, desktop and mobile devices each month, Vevo brings music videos to the world – when, where, and how fans want them.
Vevo is available on YouTube, Samsung, Samsung TV Plus, Amazon Fire TV, Amazon Echo Show, PlutoTV, Apple TV, Roku, Comcast (Xfinity X1 and Xfinity Flex), VIZIO, Sky (NowTV and SkyQ), Foxxum, XITE, NetRange, Redbox, T-Mobile Play, Virgin Media, Xumo, Telstra, Foxtel, Fetch, Rogers, Shaw, Local Now, Google TV, Android TV, Cox, ViX and Vewd.
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AD NETWORKS
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.
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