Ad Tech and Martech
Business Wire | October 03, 2023
PMG today announced the acquisition of Camelot Strategic Marketing & Media, one of the largest independent agency buyers of video, OTT, and CTV, and leaders across business and marketing transformation for more than 40 years. Headquartered in Dallas, TX, Camelot, whose marquee customers include Intuit, Charter Communications, Experian, Michaels, and Whole Foods, will join PMG, an independent, global full-funnel marketing and technology company headquartered in Fort Worth, Texas.
According to PMG’s CEO and Founder George Popstefanov, Camelot is a perfect complement to PMG’s hyper-focus on the customer. “As the landscape evolves rapidly, customers require agency partners that deliver a data-informed, tech-enabled, integrated solution obsessed with outcomes, not outputs. The acquisition of Camelot brings advanced expertise in CTV, OTT, traditional media, and measurement to further PMG’s full-funnel, fully integrated model.” He adds: “Camelot has built an unrivaled video practice leading the industry. Their commitment to innovation and furthering the video industry is well aligned with PMG’s technological advancements, automation, and innovation.”
The acquisition of Camelot is further evidence of PMG’s philosophy of always changing for the better.
With the addition of nearly 160 Camelotians, PMG continues to invest in transformation that drives material impact for our customers across media, strategy, analytics, creative, all enabled by technology. Our customers push us daily to help them solve their biggest business challenges. Our commitment to heightened accountability and driving business impact has allowed PMG to work side-by-side with the C-Suite of top brands to transform for the future, says Popstefanov.
The synergies between PMG and Camelot continue when it comes to employees. PMG has been named to AdAge Best Places to Work for eight consecutive years and touts a 90 percent employee retention rate over the last five years. “PMG’s commitment to people and culture was one of the first things that caught our eye. Doing the right thing is never easy, but it’s clear that PMG has prioritized its values even when it was difficult. Camelot has always believed that a happy workplace environment leads to consistently satisfied clients, and we are excited about the bright future ahead and what it means for our people and our customers,” says Sam Bloom, CEO of Camelot. Camelot has also earned top recognition for its workplace culture and commitments, including AdAge Best Places to Work, Inc. Best Workplaces, and Top 100 Places to Work by The Dallas Morning News.
The company integration begins immediately, and clients' needs will drive the timing of specific synergies across teams and capabilities. George Popstefanov will be the CEO of the combined company, driving the vision and ambition of nearly 700 PMGers worldwide.
About PMG
PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses business strategy and transformation, creative, media, and insights, along with our proprietary marketing intelligence platform Alli, to deliver Digital Made for Humans™. With offices in New York, London, Dallas/Fort Worth, Austin, Atlanta, and Cleveland, our team is made up of over 500 employees globally, and our work for brands like Apple, Nike, Best Western Hotels & Resorts, Gap Inc., Kohler, Momentive, Sephora, and Shake Shack has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.
Named to AdAge’s 2023 A-List, MediaPost’s 2023 Independent Agency of the Year, and Adweek’s 2021 Breakthrough Media Agency of the Year, PMG has grown through commitments to continuous improvement, business integrity, and cultivating dynamic relationships. We are proud to be named among Fast Company’s Best Workplaces for Innovators, Fortune’s 2023 #1 Best Places to Work, and Best Workplaces for Women, and to be the only company named to Ad Age’s Best Places to Work eight years in a row. For more information about PMG, visit www.pmg.com.
About Camelot
Trailblazing through 40 years in the media and marketing industry, Camelot Strategic Marketing & Media, is a Dallas-based independent agency with over 150 employees in cities across the U.S. – including New York, Los Angeles, and Baltimore. They partner with intellectually curious, want-to-get smarter leaders from the world's biggest brands – from TurboTax to Whole Foods to Michaels – to provide media-agnostic, transparent, insight-driven media and marketing strategy and execution that drives stellar results. For more information on Camelot, visit camelotsmm.com.
Read More
Ad Tech and Martech
Business Wire | October 05, 2023
OpenX Technologies, Inc., one of the world’s leading omnichannel supply-side platforms, today announced a milestone partnership with Cedara, the Carbon Intelligence Platform. With this integration, OpenX becomes the first digital advertising company to offer automated emissions measurement on campaigns, reduced campaign emissions, and a custom carbon offset portfolio solution for remaining campaign emissions via Cedara’s platform.
By pairing Cedara’s media emissions reduction and offset capabilities with OpenX’s status as the first Net-Zero adtech company, this partnership leads the industry’s sustainability initiative with best-in-class solutions for measuring and reducing emissions both at a corporate level and in media distribution.
This fully integrated solution will enable buyers to:
sync organizational emissions data with media buys
access highly curated and third-party certified projects
achieve transparency and customization into how and what offsets are leveraged through the creation of custom offset portfolios
seamlessly onboard and measure emissions from OpenX’s campaigns
Cedara provides automated omnichannel emissions measurement and deep business intelligence across both organizational and campaign-level emissions for advertisers and the media supply chain. Paired with OpenX’s comprehensive media activity data, this partnership enables transparent and accurate emissions measurement to deliver a truly sustainable supply path for buyers.
We are thrilled to partner with OpenX, as they have a long-term commitment to sustainability and are consistent innovators. Our partnership gives buyers an end-to-end, sustainable programmatic product that they simply can’t get anywhere else, said Eric Shih, COO at Cedara.
“With Cedara, we are able to offer an end-to-end solution that enables brands to measure the impact of their digital activity and provides control over and transparency into how and where quality offsets are used while delivering performance across our publisher portfolio,” said Joseph Worswick, VP EMEA and Head of Global Sustainability at OpenX. “In keeping with OpenX’s commitment to our own emissions reduction, we’re excited to see more businesses successfully build sustainability solutions as it shows the demand from digital advertising is growing.”
About Cedara
Cedara, founded in 2021, is on a mission to help businesses decarbonize and to build a more sustainable future for society. With its end-to-end climate management software platform, Cedara enables organizations of any size, along with their employees, to measure, reduce, offset and report on all carbon emissions. Cedara adopts a high-impact, data-driven approach to develop transformative solutions for enterprises and their partners to accelerate the shift to a climate-friendly economy. To learn more, please visit cedara.io.
About OpenX
OpenX is a supply-side platform that is a leader in advertising technology, and is helping to create a world where the open web thrives. The company powers advertising on web, mobile, and connected TV formats, enabling marketers to reach their target audience across OpenX’s global network of publishers. OpenX works with more than 130,000 premium publisher domains and receives more than 300 billion ad requests every day. OpenX is a certified CarbonNeutral® company and is verified for having fulfilled their SBTi Net-Zero targets. Visit the company’s website at www.openx.com.
Read More
Ad Tech and Martech
ExchangeWire | October 17, 2023
Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.
As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.
Two key outcomes are clear:
1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.
2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.
The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.
Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.”
About VIOOH
VIOOH is a leading premium global digital out of home supply side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
Read More