AD TECH AND MARTECH
Mediavine | March 24, 2021
Mediavine, the largest selective full-administration ad management firm in the U.S., carried out its native ad offering across its ±7,800 free publisher sites. While other ad tech organizations offer a native-to-banner-style ad auction, Mediavine's answer is 100% native, from the underlying offer solicitation to the last ad display. The cycle will operate on Mediavine's specially assembled exclusive technology.
Mediavine dispatched the prevalent performing native ads—in addition to banner and outstream—with an end goal to accelerate load times, upgrade user engagement, and increase visibility for ads. Measurements already demonstrate the progress to be effective, mirroring an increment in the click-through rate (CTR) and visibility on each site, with multiple occasions the measure of clicks. Mediavine is working with Magnite, the biggest autonomous sell-side advertising stage, to create and scale the company's solution.
"Native ads are the next era of advertising, you already see them utilized by big tech companies like Facebook and Instagram," said Eric Hochberger, CEO and Co-Founder of Mediavine. "We are pleased with the initial results of this new streamlined process, which is already yielding an increase in engagement, due to native's modern visual and functional traits."
The in-feed native ad offering gives a consistent ad integration with publisher websites and makes an attachment between publisher content and advertisements. In spite of standard banner ads, Mediavine native ads adjust the ad plan with the individual tasteful of every publisher site. Additionally, native ads consider more artistic liberty and are additional time effective for marketers and advertisers the same.
"Native is one of the most important growth areas for digital advertising—largely because native units test very well with end-users," said Tom Kershaw, Chief Technology Officer at Magnite. "It's great to see Mediavine putting significant resources behind its native solution to achieve better results for publishers and advertisers. We are continuing to work collaboratively with the Mediavine team to develop programmatic native solutions and standards that achieve high viewability, while enhancing the end user experience."
Mediavine is the largest exclusive full-service ad management company in the United States, representing and monetizing ±7,800 publisher partner websites in addition to its owned and operated properties. Mediavine proudly ranks as a Comscore top five lifestyle property with 130 million unique monthly visitors and 17 billion monthly ad impressions. Additionally, Mediavine is an award-winning Google Certified Publishing Partner, Trustworthy Accountability Group (TAG), Ads.txt and GDPR compliant, and is also a member of the Coalition for Better Ads and Prebid.org.
The Trade Desk | October 23, 2021
Global advertising technology leader, The Trade Desk today announced a first-of-its-kind global partnership with Xiaomi, the world’s second-largest smartphone maker, that allows advertisers to access Xiaomi’s global audience through its mobile ad offerings directly via The Trade Desk platform. The Trade Desk’s direct integration with Xiaomi makes this an industry-leading development for brands that want to unleash the potential of the open internet.
Through this global partnership, marketers can now reach 454 million monthly active users globally outside of China, and engage with these audiences programmatically across Xiaomi’s proprietary mobile ecosystem. The announcement comes at a time when marketers are increasingly looking to measure and compare the performance of advertising campaigns across digital channels such as connected TV (CTV), over-the-top (OTT), audio streaming, web and mobile apps. Marketers can now measure their campaigns’ performance within the family of MIUI apps and use that data to compare performance with other channels on the open internet for more holistic campaign management.
There are so many untapped opportunities for us in digital advertising, which is why we have chosen to work with The Trade Desk to help us unleash the power of programmatic advertising across our products and the MI world. We are at the beginning of a very exciting partnership with The Trade Desk as we continue to work together to create opportunities for brands to connect with their consumers. We believe this partnership will help us build better experiences for everyone through innovative technology.”
Chan Liu, General Manager of Global Internet Service at Xiaomi.
“As advertisers look for ways to connect with the smartphone-first consumer, our partnership with Xiaomi makes reaching this audience easier,” said JoAnna Foyle, SVP, Inventory Partnerships, The Trade Desk. “With more marketers accelerating their spend in digital advertising, we are helping brands engage meaningfully with their target audience on the MIUI mobile ecosystem, and along the consumer’s entire digital journey, which includes fast-growing channels on the open internet such as CTV, OTT platforms and mobile apps.”
The partnership marks a significant first for The Trade Desk in the burgeoning smartphone segment, reinforcing the company’s leadership as the world’s largest independent media-buying platform. Considered one of the world’s leading consumer electronics, Xiaomi smartphones have entered over 100 markets worldwide, including Indonesia, where it is the top-selling smartphone brand, according to a Canalys Q2 2021 report. As the largest internet economy in the Southeast Asian region, Indonesia represents an opportunity for global marketers who want to reach the mobile-first consumers within the country, where mobile ad spend is projected to grow to $858 million by 2025, according to eMarketer.
Xiaomi Corporation was founded in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). Xiaomi is a consumer electronics and smart manufacturing company with smartphones and smart hardware connected by an IoT platform at its core.
Embracing our vision of “Make friends with users and be the coolest company in the users’ hearts”, Xiaomi continuously pursues innovations, high-quality user experience and operational efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology.
Xiaomi is one of the world's leading smartphone companies. The company’s market share in terms of smartphone shipments ranked no. 2 globally in the second quarter of 2021. The company has also established the world’s leading consumer AIoT (AI+IoT) platform, with 374.5 million smart devices connected to its platform (excluding smartphones and laptops) as of 31 March 31, 2021, excluding smartphones and laptops. Xiaomi products are present in more than 100 countries and regions around the world. In August 2021, the company made the Fortune Global 500 list for the third time, ranking 338nd, up 84 places compared to 2020.
Xiaomi is a constituent of the Hang Seng Index, Hang Seng China Enterprises Index, Hang Seng TECH Index and Hang Seng China 50 Index.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia.
Google | June 16, 2020
Google continues a busy few months of ad policy updates and changes, this time dealing with ad creative and imagery, along with pausings for violations.
It’s been a busy few weeks for Google Ads and their policy updates.
Two more are added to the list: account pausing for violations and additions to their Misrepresentation policy.
It’s been a busy few weeks for Google Ads and their policy updates. Today, two more are added to the list: account pausing for violations and additions to their Misrepresentation policy.
Account Pausing Due to Violation
The statement is somewhat vague, and oddly lumped in with an update about the identity verification program. This is curious, given the policy language, which is “we may temporarily pause accounts to conduct investigations if we identify potentially harmful advertiser behavior. Paused accounts cannot run any ads.”
It notes the same action will be taken for accounts that do not complete the identify verification process.
Google has announced the same day that identity verification is rolling out to 4 new countries: Canada, India, Russia and Ukraine.
Read more: Google updates ad policies for employment, housing and credit ads
Also announced today are interesting updates to their policies surrounding “misrepresentation.”
Starting in July, there will be a “Clickbait Ads” policy. It will specifically address instances of sensationalized text and imagery that’s forces the viewer to click on the ad in order to understand its context. Ads participating in that type of behavior will not be allowed to run.
What does this mean, exactly? Here is how Google defines these types of ads:
Clickbait text and imagery:
• Claims of secret or scandal revelations
• Language that implies the click will give context (i.e. “click here to find out” or other similar phrases)
• Imagery featuring altered body parts, mugshots and disaster photos
• Before and after imagery of the human body
Negative life events to evoke emotion that causes action:
• Events can include things like accidents, illnesses, bankruptcy, arrests, etc
• Ads using imagery to provoke fear or shock
Google does not provide specifics on how these items will be identified, whether by AI or human.
Who Will This Affect?
Quite a few industries, especially those that sell to solve the types of problems outlined above. Law firms, bail bonds, diet pills, exercise equipment, and many others may be relying on messaging that will now violate these rules.
Some of these are crossovers with Facebook ad violations, so in those instances advertisers may be ready with alternate creative messaging already.
Read more: Google ads announces beta for explanations to speed up diagnose of conversions, impressions and click volume
For those who are not, they have only a few weeks to figure out alternative creative treatments.
What’s With All the Policy Updates?
While there’s been no formal statement or lawsuit that would seem to point to all these policy updates, it’s hard to ignore how many there have been.
Just last week, Google followed suit with Facebook’s previous mandate about targeting capabilities for housing, credit, and employment advertisers.
Google also recently announced a business identify verification requirement, so all advertisers will need to submit identity proof. That verification time was shortened less than a month ago.
The environment has been ripe for policy updates with the scramble to address restrictions made with Covid-19. Stories are still popping up of ads showing misinformation on platforms, along with recent discovery of Google Ads serving advertiser display creative on sites with untruths.
Some of it also may have to do with Google’s push to try and start dominating more in the TV landscape, and its latest foray into grabbing some of the top of funnel paid social budget that gets eaten by Facebook and Instagram. Facebook has taken its lumps with its privacy and targeting concerns, and no doubt Google has been paying attention.
The latest policy updates cited here are located on their policy updates page.