PROGRAMMATIC ADVERTISING, AD TECH AND MARTECH
Ad.net, IntentX | December 08, 2022
Ad.net, a leading provider of digital performance advertising through intent-driven marketing for leading brands and agencies, announced today its purchase of IntentX, the leading commerce platform for publishers at scale to increase their revenue. IntentX was founded in 2019 by Mom Chan and Vamsi Putrevu as a solution for all publishers to create incremental revenue. IntentX publishing partners include Accuweather, DailyMail, Fandom, and PCWorld. The acquisition reinforces Ad.net’s mission to bring advertisers new high-intent customers, while delivering publishers incremental high-yield revenue streams.
Following Ad.net’s partnership with Clarion Capital in 2021, Ad.net’s acquisition of IntentX will further their mission to create solutions that make internet publishing highly profitable for everyone. “Our partnership with Clarion allowed us to discover and invest in new technologies and solutions to bring greater value and ROI (Return on Investment) to our advertiser and publishing partners,” said Ad.net CEO, Jon Waterman.” Waterman continued, “With IntentX’s product set bringing high-intent customers, combined with Ad.net’s extensive client list of large brands, we can expect to see increased advertiser engagement and scale that leads to improved publisher monetization.”
“Combining Ad.net and IntentX’s expertise will help publishers grow their traffic, as well as diversify their revenue streams,” said Mom Chan, co-founder, and CEO of IntentX.
“Combining Ad.net and IntentX’s expertise will help publishers grow their traffic, as well as diversify their revenue streams,” said Mom Chan, co-founder, and CEO of IntentX. He will be joining as VP of Commerce at Ad.net. “This will provide better audience engagement and be the solution to increase monetization with minimal investment.”
“This is an exciting time for the IntentX and the Ad.net team. It’s great to combine forces and build contextual commerce monetization solutions for publishers. Together, we will innovate across all publisher products,” said Vamsi Putrevu, co-founder, and President of IntentX. Putrevu joins Ad.net as VP of Engineering. Both Putrevu and Chan saw the acquisition as an opportunity to help advertisers acquire high-intent shoppers through their network of impressive publishers.
Ad.net is the intent marketplace outside of Google and Bing where brands acquire new customers online. Ad.net provides a performance-driven approach to reaching the right customers throughout their purchase journeys. Founder led since 2001, the company is headquartered in Los Angeles, California.
Uber | October 20, 2022
Uber Technologies, Inc. (NYSE: UBER) has formally launched its advertising division and unveiled Uber Journey Ads, an engaging way for brands to connect with consumers throughout the entire ride process. Journey Ads are the latest initiative from a dedicated team formed at Uber this year under advertising veteran Dr. Mark Grether, previously with Amazon Advertising, CEO of Sizmek, and Co-Founder of Xaxis. Leveraging Uber’s first-party data and insights across its mobility and delivery businesses presents the world’s biggest companies with compelling new surfaces and closed-loop attribution to reach Uber’s audience of 122 million monthly active users.
With the addition of Journey Ads, Uber has created an engaging model that enables brands to share strategic campaigns across Uber’s mobility and delivery businesses, while connecting with consumers in brand-safe and captivating ways. Journey Ads place relevant brand content and offers in front of purchase-minded audiences as they transact throughout their journey – while waiting for their driver and during their trip. Over 40 marquee brands have already partnered with Uber to run Journey Ads including NBCUniversal, Heineken, and United Artists Releasing. With one-hundred percent share of voice during the entire trip, early results show that consumers were exposed to the ad content for approximately two minutes, resulting in two to six times the brand-performance lift compared to other benchmarks.
Brands and advertisers can now partner with Uber on a variety of advertising options on the Uber and Uber Eats apps, and beyond:
Journey Ads that capture consumers’ attention during their trip with ad units that drive purchases and brand awareness as they move with purpose.
Prominently placed Sponsored Listings across Uber Eats to get brands ahead of the competition and capture the attention of ready-to-purchase consumers, with clients such as Shake Shack already seeing increased engagement, ROI and customer acquisition.
Sponsored Emails that enable brands to promote exclusive offers to Uber and Uber Eats consumers through email delivery directly into their inboxes.
Homepage Billboards that give brands the ability to prominently display messaging on the homepage of Uber Eats, the world’s most-downloaded food delivery app.
Post-checkout Ads which allow brands to promote to purchase-minded consumers as they await updates on their order.
Storefront Ads where CPG brands can enjoy prominent placement of their products at the top of a digital storefront. PepsiCo has been a pilot partner of storefront ad offerings.
In Menu Ads that enable restaurants to feature their seasonal or specially priced menu item to entice consumers to take advantage of the promotional offer. Chipotle has been a pilot partner on this effort.
Highly visible digital out-of-home Car Top Ads which enable brands to reach consumers based on location and time of day across top U.S. cities.
Tablet Advertising pilot which will see strategic partners pilot in-car tablets in LA and SF.
”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division. “While these consumers are making purchase decisions and waiting for their destination or delivery we can engage them with messages from brands that are relevant to their purchase journeys. And with 1.87 billion trips last quarter, that means we can connect advertisers to consumers on average five times per month across rides and delivery.
”We have a global audience of valuable, purchase-minded consumers who, as part of our core business, tell us where they want to go and what they want to get,” said Dr. Grether, General Manager, for Uber’s advertising division.
“Through our advertising division, we can help leading brands grow their relationships with consumers by connecting them at a moment when a customer is uniquely attentive. By tapping into our mobility media network, our pilot campaigns have surpassed expectations in terms of brand lift, engagement, and other campaign goals. We’re eager to continue working with our partners to identify best-in-class offerings – such as in-car tablet advertising – that will ensure they’re engaging with captive and engaged audiences.”
In addition to Uber’s unique ability to help brands connect with consumers at relevant points throughout their journeys or transactions, the company provides comprehensive reporting and analysis. By offering this unique view into consumer behavior, brands are able to fine-tune their understanding of their consumers and create more impactful campaigns.
Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 34 billion trips later, we’re building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.
Imaginuity, Beacon Advertising | November 09, 2022
Imaginuity® announced the acquisition of Beacon Advertising, a deal that includes Evan Meeks, co-founder of Beacon, becoming Executive Director of Client Partnerships at Imaginuity. Already one of the largest independent marketing services providers in the Southwest, the combined operation will do business under the Imaginuity brand.
Beacon Advertising was founded in 2015, and serves clients across the restaurant, retail, and B2B space, building brands with creative solutions in broadcast, digital, social, print, POP, and packaging. The Beacon team and its leadership will further strengthen Imaginuity’s business and their support of over 3,300 client locations across North America.
“This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity.
“This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “We’re especially excited to welcome Evan and his extensive brand management and media agency experience to our executive team.”
Imaginuity provides integrated marketing services complemented by its proprietary AdScience® customer data platform that collects and analyzes data along the customer journey.
“Blending our team into Imaginuity means we can provide our clients broader marketing services along their customer journey from traditional media to online media, all the way to conversion on any device,” added Meeks.
The combined operations will employ nearly 120 team members and will report 2022 capitalized billings of approximately $200 million. Imaginuity is headquartered in downtown Dallas.
Imaginuity is the integrated agency that is reimagining marketing for the connected age. The agency’s proprietary AdScience® customer data platform collects, manages, analyzes and activates data to drive more efficient conversions throughout the customer journey. Headquartered in Dallas, Imaginuity provides integrated marketing services, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services. More information is available at www.imaginuity.com.