PROGRAMMATIC ADVERTISING

Adsquare to Support Unified ID 2.0

Adsquare | September 20, 2021

Adsquare, the global audience and location intelligence company, will collaborate with Unified ID 2.0 to offer precision and measurement solutions for programmatic media buyers and publishers.

Unified ID 2.0 is a new common currency and connective tissue across digital media for the open internet. The ID represents an upgrade to legacy identity solutions. Initially developed by The Trade Desk, Unified ID 2.0 is a soon-to-be open source, industry-wide initiative spanning hundreds of collaborative partners that operate across the open internet.

The ID solution is based on hashed email addresses and phone numbers for use as an identifier for precise ad buying and measurement. Once fully integrated, marketers will be able to activate Adsquare’s audience segments and measure the effectiveness of campaigns connected to Unified ID 2.0 on any collaborating buying platform. Unified ID 2.0 is first rolled out in the United States where it’s currently in beta.

Tom Laband, CEO and co-founder of Adsquare, says: “Our technology allows us to enrich any identifier that is passed along by the supply side as part of a bid request with meaningful data for best campaign results. Therefore, we’re pleased to be part of Unified ID 2.0 and shape the privacy-friendly future of the ad tech ecosystem.“


David Danziger, VP of data partnerships at The Trade Desk comments: “Unified ID 2.0 represents a new, more effective path to connect across digital mediums on the open internet to preserve the quid pro quo of media, which is free content in exchange for relevant advertising. We welcome Adsquare to the growing stable of companies who are joining this important initiative.”

About Adsquare
Adsquare is the global audience & location intelligence company helping marketers to understand consumers by connecting their digital and physical worlds. We do this by leveraging audience and location data to reveal consumer behaviour. These insights enable companies to better target and engage with their audiences and to measure marketing effectiveness.

About Tradedesk
Advertising the currency that makes most digital media possible  wasn’t working. Marketers didn’t have access to the data they needed to plan, forecast, and place media effectively. Content creators and publishers had a hard time monetizing their platforms. So our founders set out to create something different an independent media-buying platform focused solely on the buy side. One that puts the success of our clients first, empowering advertisers with data, transparency, and precision to reach the right audience anywhere. And in turn, helps power the content that fuels the free and open internet.


Spotlight

Over the past few years there’s been the notion that third-party data for marketing personalization is going away. But an exclusive new study from Datonics is proving that an evolving technology landscape is ensuring that the essential strengths of third-party data will remain effective, and at enormous scale.

Spotlight

Over the past few years there’s been the notion that third-party data for marketing personalization is going away. But an exclusive new study from Datonics is proving that an evolving technology landscape is ensuring that the essential strengths of third-party data will remain effective, and at enormous scale.

Related News

DISPLAY ADVERTISING

Roku and Best Buy Announce Their Advertising and Retail Relationship

Roku Inc. | March 13, 2023

Roku Inc., a TV streaming platform, and Best Buy have recently announced the multi-faceted first-to-market relationship across their advertising and retail businesses. This partnership includes exclusive in-store availability of Roku-branded TVs, advertising sales and in-person SXSW activation. Best Buy is a consumer technology retailer based in the U.S. and is partnering with Roku to provide its first-party data for targeting and closed-loop measurement. It will also offer shoppers exclusive access to Roku-branded TVs. Together, they are transforming the TV experience for consumers and compelling marketers to spend more on TV streaming. The benefits for their mutual customers and partners are as follows: Exclusive availability of Roku Select and Plus Series TVs at Best Buy Pairing of Roku Advertising and Best Buy Ads for more relevant and performance-driven advertising Best Buy Home Theater Experience with in-person interactive SXSW activation They aim to accelerate conversions in TV streaming and retail media through the relationship. According to the report of eMarketer, in 2022, about 82% of U.S. advertisers planned to increase spending in retail media networks like Best Buy Ads. The most spending is from consumer electronics brands in this growth. The pairing of Roku’s active account holders with Best Buy’s customers will allow advertisers to enhance their marketing outcomes. Co-Head of U.S. Brand Sales for Roku Media, Julian Mintz said, “Our goal is to create a better TV experience for everyone.” He added, “We’re bringing together our entire business to build the future of entertainment and advertising — making the TV experience simpler, offering the right marketing, data, tech, and scale to drive real results, and helping win the entire streamer’s journey together with Best Buy.” (Source – Business Wire) About Roku Inc. Headquartered in San Jose, California, Roku Inc., a technology, information and media company, offers solutions for licensing, audio, an operating system for TV, streaming players and smart TVs, smart home, content distribution, OTT advertising, home entertainment, streaming media, and original programming. It has been transforming the advertising and streaming processes since 2002. It is a well-known TV streaming platform in the U.S., Canada and Mexico. Its streaming players, TV models, audio equipment, and purpose-built operating system provide an outstanding streaming experience. In addition, it seamlessly integrates with hardware and software. The Roku Channel is a free channel that reaches about 80 million households in the U.S. and Mexico.

Read More

AD TECH AND MARTECH

Hivestack Partners With mc R&D GmbH for Programmatic DOOH Advertising

Hivestack, mc R&D GmbH (mcrud) | February 01, 2023

On January 31, 2023, Hivestack, the world's top independent programmatic digital out-of-home (DOOH) ad tech firm, has partnered with Germany's biggest passenger TV network provider, mc R&D GmbH (mcrud). mcrud's 5,800 displays on 2,000 public transportation vehicles (subway, bus, and streetcar) may now be purchased programmatically using Hivestack's supply-side platform (SSP). Hivestack will provide local and international advertisers, agencies, and omnichannel DSPs the ability to create, activate, and assess programmatic DOOH campaigns across mcrud's DOOH screens in two major German cities with the integration of mcrud's inventory. The biggest passenger television provider in Germany, mcrud, shows high-quality programs on Berlin and Munich's public transit. Berliner Fenster station serves more than two million people every day in Berlin alone. The agreement with mcrud would enable advertisers to reach a potential weekly audience of 20 million people. Managing Director at Hivestack, Will Brownsdon, said, “We are thrilled to announce our partnership with mcrud in Germany. Our goal at Hivestack is to connect buyers to audiences on the move and across a wide range of OOH environments. mcrud represents just this, offering incredible reach in a unique and captive environment.” (Source – ExchangeWire) Germany's expected DOOH ad expenditure for 2022 is €708 million (£622.5 million). Digital outdoor advertising has grown consistently, sometimes at double-digit rates. In 2018, DOOH's total sales were still €410 million (£360.4 million) (source: Nielsen Media Research). However, this is a 72.5% increase within four years. Programmatic DOOH technology provides marketers with unparalleled reach, enabling global companies to target their customers precisely through large-scale DOOH displays. About Hivestack Hivestack is the most prominent independent, worldwide, full-stack marketing technology firm that enables the buy- and sell-side of programmatic digital out-of-home (DOOH) advertising. On the purchase side, marketers leverage the demand-side platform from the firmto design quantifiable campaigns that activate DOOH displays in real-time, depending on customer behavior and audience movement patterns. On the sell-side, DOOH media owners use the supply-side platform and ad exchange from Hivestack to generate programmatic income. Additionally, DOOH media owners may use its ad server to support audience-based, directly soldcampaigns.

Read More

PROGRAMMATIC ADVERTISING

Hivestack Partners with Focus Media Hong Kong for Exclusive DOOH Ad Access

Hivestack | March 16, 2023

Hivestack, a company that makes programmatic digital out-of-home (DOOH) advertising technology, has teamed up with Focus Media Hong Kong to give local and international buyers access to Focus Media's network of digital panels and billboards. The network has Causeway Bay, Tsim Sha Tsui, Mongkok, and Kwun Tong, as well as Hong Kong's first digital screen that can be turned on programmatically with 3D creative executions. It is the first and only one in Hong Kong. With the help of Hivestack's programmatic DOOH advertising technology, advertisers will be able to reach a wider audience and send more targeted and personalized ads. It also marks a significant step towards the digital transformation of Hong Kong's out-of-home advertising industry. Troy Yang, MD of North Asia at Hivestack, said, "Focus Media Hong Kong helps to expand the variety of DOOH screens for media buyers." He also said, “The whole team at Hivestack is thrilled to partner with Focus Media in Hong Kong, which will now exclusively use the Hivestack SSP to drive incremental revenue from our global network of advertisers." He further said, "This partnership provides countless opportunities for brands, agencies, and omni-channel DSPs both locally and globally to activate programmatic DOOH campaigns across some of the most strategic locations in Hong Kong." (Source - Exchangewire) The goal of the partnership is to bring in more money from global advertisers and take the process of buying programmatic DOOH ads to the next level. In Hong Kong, digital advertising that is based on data was expected to bring in 62% of all advertising revenue by 2022. About Hivestack Hivestack is a full stack adtech company that specializes in programmatic digital out of home (DOOH) advertising. Their platform offers a complete suite of tools and services to enable buyers and sellers of DOOH advertising to activate campaigns and attract programmatic revenue. On the buy side, marketers can use the Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real-time based on consumer behavior and audience movement patterns. On the sell side, DOOH media owners can use Hivestack's Supply Side Platform (SSP) & Ad Exchange. Additionally, the Ad Server can power impression-based, directly sold campaigns. Attribution enables buyers and sellers to measure business outcomes at all stages of the consumer sales funnel, providing a more complete picture of the effectiveness of their campaigns.

Read More