ADVERTISER CAMPAIGN MANAGEMENT
Marin Software | January 07, 2022
Marin Software, a leading provider of digital marketing software for performance-driven advertisers and agencies, today announced an integration with Amazon Ads' demand-side platform (DSP). The integration will allow brands to easily manage, measure, and optimize their Amazon Advertising campaigns - from Sponsored Products, Sponsored Brands, and Sponsored Display to display, video, and audio ads - all within the MarinOne platform.
Amazon DSP enables advertisers to programmatically reach Amazon audiences at scale across Amazon sites and apps as well as leading publisher sites and third-party exchanges. This comprehensive inventory allows brands to connect and engage with new and existing customers with relevant, contextual messages across the consumer journey. Advertisers can choose from multiple formats including display, audio, and Streaming TV ads via Fire TV.
Amazon is great for the success of Retail brands. By integrating with Amazon DSP, we can now offer our customers access to a broad new set of formats, placements, and audiences to further their Amazon programs and deliver more return on investment within their eCommerce ad spend."
Chris Lien, CEO of Marin Software
Marin has helped advertisers manage and optimize over $40 billion in digital advertising spend since 2007. MarinOne provides customers a single platform for paid search and social advertising as well as retail media, marketplace, and shopping campaigns, delivering a cross-channel view of performance.
With the addition of Amazon DSP, MarinOne customers now have a comprehensive suite of reporting, automation, and bidding tools to activate and amplify their entire Amazon Advertising campaign portfolio, both on and off Amazon. Advertisers can also leverage Amazon Attribution to connect upper funnel ad spend across search and social channels with purchases in Amazon's store to capture every conversion.
About Marin Software
Marin Software Incorporated's (NASDAQ: MRIN) mission is to give advertisers the power to drive higher efficiency and transparency in their paid marketing programs that run on the world's largest publishers. Marin Software offers a unified SaaS advertising management platform for search, social, and eCommerce advertising. The Company helps digital marketers convert precise audiences, improve financial performance, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software's technology powers marketing campaigns around the globe.
Xandr, GumGum | May 05, 2022
Xandr has recently announced that it will avail GumGum's Verity contextual and model security know-how accessible to its shoppers.
GumGum and Xandr had collaborated since 2012 when GumGum's supply-side platform was connected to Xandr's "Make investments" DSP. Xandr is a part of AT&T that provides a global marketplace for premium advertising. Whereas GumGum is a contextual-first global digital advertising platform that captures people's attention without the use of personal data.
Xandr and GumGum's collaboration will give advertisers a certified cookieless solution that is transparent, effective, and results-driven. In addition, the combination of Verity and Xandr's extensive premium advertising marketplace will allow businesses to ensure that their ads are presented in contextually relevant surroundings.
"GumGum will be the first new contextual provider added to any major DSP in years, which signals the true shift to contextual that is happening in the industry today," said William Merchan, GumGum's Head of Verity.
"GumGum will be the first new contextual provider added to any major DSP in years, which signals the true shift to contextual that is happening in the industry today," said William Merchan, GumGum's Head of Verity. "Expanding our partnership with Xandr to offer our accredited contextual technology directly in their platform is exciting and allows us to give advertisers what they want - a cookieless solution that is proven, transparent, and effective at scale."
GumGum will now be accessible for pre-bid targeting via Xandr's Invest DSP and Xandr Curate, dramatically boosting GumGum's reach and scale. GumGum will now process more than 100 million pages per day and more than 9 billion queries per day just from Xandr. Advertisers will be able to activate Verity on Monetize SSP supply on practically any DSP using Xandr Curate. Advertisers who use Xandr's Invest DSP will be able to use GumGum's contextual intelligence solution for brand safety, contextual segments, keywords, and sentiment to strategically align their advertisements with relevant content to drive attention and brand memory.
"Many advertisers are integrating contextual targeting into their campaigns as they look to the future of digital advertising. Our integration of Verity further enhances Xandr's holistic identity offering by giving our buyers the ability to target their key audience with a sophisticated pre-bid solution that allows for multi-purpose use cases including brand safety, IAB categorization, threat classification and sentiments expressed," said Dylan McBride, Global Head of Partnerships, Xandr.
"Verity is the only accredited contextual intelligence solution to combine natural language processing (NLP) with computer vision (CV) and assess all the signals within an environment including text, image, audio, and video. Verity's capability to understand videos at a content level will be critical as more contextual signals for CTV video becomes increasingly accessible to DSPs," said William Merchan, GumGum's Head of Verity.
Currently, this integration is only available in the United States. In addition, Playground XYZ, a GumGum subsidiary, is also integrated with Xandr, allowing advertisers to use both GumGum's contextual technology and Playground's attention technology in their campaigns.
True Influence | December 08, 2021
True Influence®, powered by MeritB2B, the technology leader of data-driven sales and marketing solutions, today announced that it has partnered with The Trade Desk (NASDAQ: TTD), a leading global advertising technology company, as a primary media buying platform for True Influence's programmatic campaigns.
We know that targeting the right customer at the right time is crucial to success, so we develop our products to help make that process easier. Working with The Trade Desk made sense because their targeting and optimization capabilities enable us to give our customers the best opportunities to precisely target their potential buyers with programmatic ads across high quality inventory."
RK Maniyani, Chief Technology Officer of True Influence.
Under the new partnership, The Trade Desk will be the main media buying platform for the fulfillment of programmatic campaigns purchased through True Influence's DisplayBase® integrated B2B media management product. DisplayBase combines True Influence's B2B marketing expertise and dedication to customer value with advanced targeting, retargeting and optimization technologies, all within the framework of the integrated True Influence Marketing Cloud™ platform. The Trade Desk platform includes access to a Demand-Side Platform (DSP) and Data Management Platform (DMP) that enables True Influence to better utilize intent data and Account-Based Marketing (ABM) data to run programmatic campaigns. Additionally, it supports improved reporting and targeting capabilities for DisplayBase orders and helps improve turnaround times for DisplayBase campaign set up and reporting availability.
DisplayBase is an integrated campaign management solution for optimizing display programs in real-time. It provides access to premium advertising inventory with a global reach, and advanced audience management and targeting features to ensure that the marketing spend has the maximum impact throughout the purchase journey. True Influence also has a team of experienced professionals to help design every plan and optimize campaigns for peak performance.
About True Influence
True Influence, powered by MeritB2B, is the pioneer in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace. Our proprietary approach to identity resolution and intent signal analysis is unique in that we collect and catalog decision-makers' content consumption behaviors across the internet. The joined forces of MeritB2B and True Influence deliver full-funnel B2B data, identity graph capabilities, ABM, and demand generation solutions. We expertly leverage privacy-compliant data, technology, and content to drive high-impact marketing campaigns to help win new business for our global customers that include well-established blue-chip brands like IBM, Microsoft, and Cisco.
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 digital advertising campaigns across ad formats and devices. 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 Pacific.