AD TECH AND MARTECH

AdTech Startup Tomi Secures Seed Funding to Make Real Estate Ads Perform as well as E-Commerce

Tomi.ai | June 24, 2021

Real estate, automobile, and financial services all have lengthy and offline sales cycles, and digital advertising does not work well in these industries. Because the real-world assets remain offline, the temptation for advertisers is to buy leads and clicks, which may increase customer acquisition costs. People browse, but they mainly purchase offline.

Tomi, a new startup, intends to solve this problem by analyzing a user's activity on a company's website (through a tracking pixel combined with ad APIs and CRMs) to assist businesses in reaching customers more effectively in the manner of an e-commerce business.

It has already raised a $1 million initial round from Begin Capital and the Phystech Leadership Fund.

Tomi was founded by Konstantin Bayandin, a former senior director of digital marketing and technology at Compass and chief marketing officer at Ozon, called "Russia's Amazon." It competes with comparable AdTech firms such as Anytrack, Sociaro, Meetotis, Alytics, and Postclick.

The difference, according to Bayandin, is that Tomi "focuses on offline conversions and works with various ad channels, including Facebook, Instagram, and Google."

"Real-estate firms would love to use internet advertising to sell their inventory, but it turns out to be too costly and difficult," says Bayandin. In addition, people like browsing but rarely convert, and the majority of these transactions take place offline. As a result, real-estate clients are unsure of how to optimize for their real buyers. Tomi uses machine learning to examine how real buyers navigate the website and improve ad campaigns for conversions."

The context for all of this is that, with Apple discontinuing IDFA, Google intending to delete third-party cookies from its Chrome browser, and the newest iOS 14.5 update enabling users to opt-out of "personalized ads," the whole advertising industry is in flux, necessitating the development of new technologies. Tomi, according to Bayandin, is a member of this new wave of AdTech.

Spotlight

Advertiser Perspective, with Tamara Alesi, Managing Partner (Integrated Planning Strategy) at MediaCom, and Priscilla Valls, VP National Vertical Sales at Pandora

Spotlight

Advertiser Perspective, with Tamara Alesi, Managing Partner (Integrated Planning Strategy) at MediaCom, and Priscilla Valls, VP National Vertical Sales at Pandora

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Media Cause, the Nation's Top Marketing Agency for Nonprofits, Announces Significant Year-Over-Year Momentum

Media Cause | January 25, 2022

Media Cause, the mission-driven marketing agency focused on helping nonprofit organizations grow and accelerate their missions, today announced superior year-over-year momentum between 2020 and 2021. "We're proud to be supporting the many nonprofits coming to us that need to consider fundraising, and different ways of gaining support for their missions, in a new, increasingly digital way," says CEO Eric Facas. "We are excited about our clients' achievements and our own continued growth in the year ahead." Since the beginning of 2021, Media Cause has won more than 40 new clients including the It Gets Better Project, the Bladder Cancer Advocacy Network, MassChallenge, Westcoast Children's Clinic and Generation USA. The company more than doubled its staff this year and now has more than 60 employees to serve its rapidly expanding client base. Other notable achievements from 2021 include: Provided more than 300 hours in pro-bono services, to pro-bono clients including 3D Girls Inc., EmpreSomos, Neurodiversity in the Workplace, Creative Reaction Lab, Active+ and Brownicity. re:imagine/ATL, Camelback Ventures and Pro-Choice Arizona have just signed on as new pro-bono clients. Continued high demand for the RiseUP Marketing Fellowship, a nine-month, fully paid marketing fellowship currently sponsored by Media Cause designed to increase access to career opportunities in the advertising and marketing industry. In 2021, Media Cause completed two cohorts, converting five fellows to full-time company employees. A third cohort began in mid-January 2022. Won 22 industry awards, including: San Francisco and Atlanta Addy's, Hermes, Inc. 5000, Telly, AVA Digital and Viddy. "Media Cause has taken a strategic and systematic approach to building Pathfinder's digital program, meeting and exceeding every goal we throw at them," says Tyler Kalogeros-Treschuk, Director of Development Operations at Pathfinder. "They have streamlined our email, social media, and digital advertising tools; helped build up our own internal capacity; expanded our supporter list and dramatically increased our digital revenue. Their team is like an extension of our own, and we are thrilled with what we've been able to accomplish together!" continues Madeline Halperin-Robinson, Marketing Manager at Pathfinder. About Media Cause Media Cause is a mission-driven marketing agency that helps nonprofit organizations grow and accelerate their impact. Our data-driven approach connects nonprofits with individuals across their entire supporter journey: from awareness and recruitment, to fundraising and advocacy, and every touchpoint in between. Our noteworthy clients include: HeadCount, American Kennel Club, Parkinson's Foundation and many more.

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AD NETWORKS

Reticle Integrates with IRIS.TV

IRIS.TV, Reticle | October 05, 2021

Reticle, the leading Emotional AI for digital advertising, announced its integration with IRIS.TV, the leading video data platform. Marketers will now be able to use Reticle’s emotional data signals to contextually target relevant, brand-safe inventory across thousands of IRIS-enabled™ premium publishers on connected TV and video worldwide. Reticle’s Emotional AI has a taxonomy of 19+ positive emotional signals, enabling advertisers to match the emotional tone of their ad with prospective advertising placements to enhance ad viewing experiences. With this partnership, Reticle’s leadership position in emotional targeting will now be applied to online video and CTV inventory through IRIS.TV’s video data platform. “Supply transparency, brand safety, and genre targeting should be table stakes. Through our partnership with IRIS.TV, brands can now leverage Brand Optimal, video-level contextual data to ensure every dollar spent on premium OLV and CTV effectively activates against brand communications strategies, reinforces creative messaging, increases ad relevance, and maximizes media effectiveness,” said Jonah Cait, VP of Product. IRIS.TV simplifies the complexity and fragmentation of the video ecosystem across CTV and premium digital video, providing access, for the first time, to video-level data. Before IRIS.TV, contextual and brand-safety data for videos was only available by analyzing the text on a web page, and was an impossibility for CTV. Now, marketers can put every video in context to confidently buy CTV and premium video inventory based on video-level contextual and brand-safety analysis and according to the specific topical nature of every video, in concert with Reticle. “We’re excited to welcome Reticle to our video data ecosystem, Reticle is the industry leader in emotional AI and offers an extremely unique solution for marketers seeking to align their brand with consumers at the right moment. Reticle customers can now unlock these capabilities across all IRIS-enabled online video and CTV inventory, which is a huge win for brands, publishers, and viewers...” said Field Garthwaite, Co-Founder and CEO, IRIS.TV. IRIS.TV unites thousands of potential integrations into a single ecosystem, bringing together publishers, data partners, ad servers, and SSPs into a platform that allows publishers’ video content to be analyzed and categorized into industry-accepted brand-safe and contextual segments that can be purchased by marketers through any DSP via direct, private marketplace, and open auction buying. About Reticle With a focus on behavioral science and human emotion, Reticle is an artificial intelligence system specializing in emotional comprehension and expression, capable of classifying advertising inventory into emotional categories. By matching the emotional intent of an ad with the placements where audiences are most receptive to that emotion, advertisers are able to maximize brand-building impact and make their media dollars work harder About IRIS.TV IRIS.TV is engineering the most open video data ecosystem in the world to power meaningful connections between brands and consumers. Our video data platform provides publishers, media brands and connected tv apps with secure onboarding and activation of their video data and marketers with video-level transparency. Since 2013, we’ve enabled our partners to build scalable solutions on top of our platform including video-level contextual and brand-safe ad targeting, third-party verification, personalized video recommendations, and measurement & analytics solutions

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Criteo Integrates with Oracle Data Cloud to Strengthen its Existing Brand Safety Offering

Criteo | November 19, 2020

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