AD NETWORKS

AdAmp is Revolutionizing Access to TV Advertising for Small to Mid-sized Businesses and Agencies

AdAmp | February 05, 2021

AdAmp, the company revolutionizing access to TV advertising for small to mid-sized organizations and agencies, has officially come online and is carrying its full suite of capacities to a portion of the market that has generally been avoided with regards to the chance to experience the force of TV advertising. AdAmp was made recognizing the challenge and the chance neighborhood organizations have in the upcoming recovery period.

There are almost 30 million SMB businesses in the U.S. also, the vast majority of those don't approach, nor the capacity to explore the intricate market of TV and video advertising. The current measure of TV advertising inventory isn't accessible to SMBs and whenever there is a chance for them to exploit, it is fragmented, provides restricted reach and accompanies high friction and poor production quality. AdAmp will help these local businesses secure brand quality situations inside their neighborhood markets across traditional TV, digital and streaming platforms.

"All of us have witnessed the struggle local businesses experienced over the last year as a result of the pandemic and I am excited about the opportunity AdAmp has to help the local businesses accelerate recovery by leveraging the power of TV advertising. 90% of US adults watch television at least once per week. This is more than all of digital combined" said Stephen Saper, founder and CEO of AdAmp. "SMBs spend today an average of 1.5 days per week managing their marketing activities. AdAmp's ability to consolidate and simplify TV media buying at scale for SMBs will be an important arsenal in SMBs marketing tool chest."

AdAmp is revolutionizing access to TV advertising. Businesses of all sizes can now run their own ads on TV, regardless of budget and size that provides increased reach within the communities that matter to them. AdAmp provides access to more than 200 leading TV services including cable, streaming TV, and local broadcast outlets.

Spotlight

The shift towards Internet advertising continued in 2018, as marketers pursued consumers on the platforms they use the most. We are approaching a tipping point. According to PwC's Global Entertainment & Media Outlook, marketers will allocate more than 50% of their budgets to digital advertising by 2023. Find out more on key trends driving advertising.

Spotlight

The shift towards Internet advertising continued in 2018, as marketers pursued consumers on the platforms they use the most. We are approaching a tipping point. According to PwC's Global Entertainment & Media Outlook, marketers will allocate more than 50% of their budgets to digital advertising by 2023. Find out more on key trends driving advertising.

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ADVERTISER PLATFORMS

Viant Bolsters Legal Team With Key Appointments

Viant | September 19, 2022

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today named Ritesh Patel as its Chief Legal Officer, reporting directly to Viant’s CEO, Tim Vanderhook. The company also named Arish Gajjar as its new SVP, Deputy General Counsel, reporting to Ritesh Patel, CLO. “As Viant continues to position itself as the omnichannel advertising software of choice, we’re excited to make the strategic hires that support our business growth,” said Tim Vanderhook, Co-Founder and CEO, Viant. “As Viant continues to position itself as the omnichannel advertising software of choice, we’re excited to make the strategic hires that support our business growth,” said Tim Vanderhook, Co-Founder and CEO, Viant. “Bringing on key leadership with a proven track record and experience in the ad tech space supports our immediate and long-term business goals and we’re thrilled to welcome Ritesh and Arish to the team.” Ritesh Patel – Chief Legal Officer, Viant In this role, Patel will lead the company’s legal department and be responsible for all aspects of its legal affairs and serve on the Executive Committee. He brings almost two decades of legal experience, advising public and private technology companies spanning a variety of industries including advertising technology, network monitoring and security, digital storage and more. Most recently Patel served as the Head of Legal for Apeel Sciences where he led its legal team on global initiatives. Before Apeel Sciences, Patel was Vice President, Assistant General Counsel at The Trade Desk, where he served as lead attorney on key revenue deals and public company reporting obligations. There he also managed the legal operations team and helped shape and scale the legal department. Prior to that, he served in leadership roles at global organizations including Western Digital Corporation, where he led a team responsible for advising the go-to-market function of divisions that generated $10B in annual global revenue. Patel earned a J.D. from the UCLA School of Law, a B.A. in Business Economics from UCLA, and is a Certified Public Accountant (inactive). Arish Gajjar – SVP, Deputy General Cousnel, Viant In this role, Gajjar will work closely with the CLO and business stakeholders at all levels of the company to define and drive strategic and operational initiatives. He brings over a dozen years of experience in technology, media and telecommunications. Gajjar joins Viant from The Trade Desk where he was Lead Director and Associate General Counsel, leading a team that contributed to the rapid growth of the company’s core business by negotiating transactions with agency and brand advertiser clients, infrastructure vendors, inventory suppliers and other partners. Prior to that, he was an Associate Counsel at Time Warner Cable, where he focused on a wide range of commercial transactions. Gajjar earned a JD and MBA from American University and a B.A. in Economics and Political Science from Syracuse University. About Viant Viant® (NASDAQ: DSP) is a leading advertising software company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. In 2022, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.

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PROGRAMMATIC ADVERTISING

IAB Europe Announces Results of its Annual Attitudes to Programmatic Research

IAB Europe | October 03, 2022

IAB Europe, the leading European-level industry association for the digital marketing and advertising ecosystem, today announced the results of its annual ‘Attitudes to Programmatic Advertising Study’. Now in its eighth year, this study has become an industry benchmark and helpful insight to show how programmatic advertising attitudes, adoption and strategies are evolving. This year the study tripled in responses with over 1000 industry professionals taking part across 29 markets in Europe. The respondents represent four stakeholder groups – advertisers, agencies, publishers, and ad tech vendors – to ascertain the views and directions from the entire ecosystem. More than half of the respondents across advertisers, agencies and publishers manage annual advertising budgets of €1m or above. Nick Welch, Head of EMEA Programmatic Sales at IAS and Programmatic Trading Committee Chair at IAB Europe said: The “Attitudes to Programmatic Advertising 2022 Study’ serves as an important annual benchmark towards programmatic strategies in digital advertising. The widening of the research shows its focus across various players in the industry from multiple markets. We’re grateful for all the respondents to the study and helping set the agenda for the coming 12 months. Even amongst the backdrop of tightening budgets and further media scrutiny, it’s encouraging to see that investment in programmatic is likely to increase. Alongside this, we’re witnessing tremendous appetite across growing environments such as CTV and audio. However, marketers must play a crucial role in these areas, ensuring that balance is found between optimising media spend, data transparency and delivering a targeted and enjoyable consumer experience.” Positive Outlook Driven by Connected TV All stakeholders (74% of advertisers, 80% of agencies and 68% of publishers) are expecting their programmatic investment to increase over the next 12 months. There seems to be consensus around connected TV as a key growth area; more than 50% of all stakeholder groups cite this as a key to programmatic growth over the next 12 months. Voice, almost non-existent as key to growth in previous years – makes a strong appearance this year with 32% of advertisers and 28% of agencies citing this as a key growth area. Commenting further on the investment trends, James Collins, SVP, Media Network, Rakuten Advertising said “The annual Attitudes to Programmatic Report from IAB Europe is an important indicator for the industry on the opportunities and challenges for programmatic advertising. It’s positive to see that CTV remains the largest growth area for programmatic, with key learnings in this report hopefully the industry can take a step closer to capitalising on this opportunity.” Media Cost Efficiencies Are Key to Investment More than a quarter of advertisers and agencies ranked cost efficiencies as the most important driver for programmatic investment. This is closely followed by granularity of controls and transparency of reporting. Advertisers also cite costs as a barrier to investment; 22% ranked it as the number 1 barrier. Quality of media is also a concern (38% ranked this as the first or second barrier to investment). For agencies, hiring and training staff is a key barrier to programmatic investment. Advertisers Shift from In-Housing to a More Dynamic Approach In 2021 50% of advertisers said they had an in-house model. This seems to have dropped significantly to 16% in 2022. There seems to be a more hybrid or dynamic approach with advertisers tapping into a range of methods such as outsourcing to a DSP, independent trading desk etc. This is perhaps being driven by the struggle to source the correct talent, paving the way for consultancies to play a more vital role in the process. Interaction and Quality Metrics Are Key to Measurement When asked which metrics are important to evaluate display campaigns that are traded programmatically, the majority of advertisers cited social interactions as the most important, as opposed to sales which was the top metric in 2021 (59% vs 37%). For agencies and publishers, it is in delivering quality metrics (60% and 53% respectively) that is most important. Shift in the Type of Data Used for Audience Targeting The study shows a decrease in the use of first-party data alongside an increase in second-party data. Whilst 2021 showed first-party data was the priority for advertisers, agencies, and publishers in 2021, this is now ranked third behind second-party data (the most popular priority averaging 57% with agencies leading at 60%) and third-party at 49%. The report, written by industry experts from IAB Europe’s membership, and forms part of a comprehensive programme of pan-European educational and guidance outputs published by the IAB Europe Programmatic Trading Committee. The full report with accompanying graphs can be downloaded from IAB Europe’s website HERE. About IAB Europe IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of media, technology and marketing companies and national IABs, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programmes that enable business to thrive in the European market.

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AD NETWORKS

The Arena Group Deepens Investment in Advertising Data Infrastructure, Hires New VP to Lead Strategy

The Arena Group | October 27, 2022

The Arena Group, (NYSE American: AREN) (the “Company” or “The Arena Group”) a tech-powered media company home to more than 240 brands, including Sports Illustrated, TheStreet, Inc. (“TheStreet”), Parade Media (“Parade”), and HubPages, Inc. operating on a single technology platform, today announced further investment in its data infrastructure for advertising partners to optimize audience reach. As the first step in this process, the company hired Stephanie Mazzamaro, who will serve as VP, Data Strategy and Operations, Advertising, Partnerships, and Revenue. Mazzamaro joins The Arena Group after four years at Trusted Media Brands where she served as VP, Data Product & Operations. She helped the media brand transition from third-party cookies by conducting a data management platform change, amplifying their capabilities, completing a taxonomy overhaul, targeting video and display to a contextually relevant suite of content, and diversifying their portfolio. Prior to her time at Trusted Media Brands, Mazzamaro was Senior Director, Data Solutions and Programmatic Revenue at Univision and spent six years at Forbes in various roles in data and analytics. “We are committed to helping our advertising partners leverage the right mix of content, context, audience, and performance attributes to reach qualified consumers in the most effective way possible,” said Jeremy Fass, SVP, Digital Ad Revenue at The Arena Group. “We are committed to helping our advertising partners leverage the right mix of content, context, audience, and performance attributes to reach qualified consumers in the most effective way possible,” said Jeremy Fass, SVP, Digital Ad Revenue at The Arena Group. “We are excited to welcome Stephanie, an industry veteran with a proven track record of success, to lead the data strategy effort across our properties. Her hiring is the first step in a series of significant investments to continue our growth with new products, services, and insights, while also future-proofing our business.” “I’m excited to have this incredible opportunity to lead The Arena Group’s major data initiatives,” said Stephanie. “Between the movements across identity and the coming demise of the third-party cookie, this is a time of unprecedented change in advertising. l am looking forward to continuing the company’s already stellar partnerships with our advertising affiliates — and I hope to build and maintain close relationships with the qualified consumers they are looking for.” The Arena Group recently reported a strong second-quarter earnings report, including a record 87% revenue growth, driven largely by advertising and third-party revenue generation. With an 82% year-over-year rise in monthly average pageviews compared to 2021, the company is positioned strongly in front of its targeted customer groups, driving increased digital advertising revenue. For more information on The Arena Group, visit thearenagroup.net. About The Arena Group The Arena Group creates robust digital destinations that delight consumers with powerful journalism and news about the things they love – their favorite sports teams, advice on investing, the inside scoop on personal finance, and the latest on lifestyle essentials. With powerful technology, editorial expertise, data management, and marketing savvy, the transformative company enables brands like Sports Illustrated, TheStreet and Parade to deliver highly relevant content and experiences that consumers love. To learn more, visit www.thearenagroup.net.

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