globenewswire | August 17, 2023
AUDIENCEX, the AI-enabled digital advertising partner built to optimize real-time campaign performance for brands and agencies, today announced a strategic partnership with Yobi, an AI-focused predictive data platform offering customized solutions for businesses to maximize marketing performance and shopper intelligence.
The partnership between AUDIENCEX and Yobi brings deeper predictive capabilities to AUDIENCEX Intelligence (AXi), a suite of AI-powered, privacy-safe data science tools that empower businesses to propel revenue growth while prioritizing customer experience and privacy. Utilizing Yobi's data, which captures critical behavioral signals without compromising personal information, independent agencies and challenger brands now have the ability to gain unrivaled performance from predictive audience modeling without prohibitive barriers to entry.
This strategic partnership combines AUDIENCEX’s digital marketing expertise and omnichannel media access with Yobi’s predictive modeling and fully consented data to enable businesses to uniquely optimize campaign performance, maximize return on ad spend (ROAS) and customer lifetime value, and gain a competitive advantage. In-market campaign results with several mid-market brands have demonstrated outstanding results when utilizing these capabilities through AXi. On average, these campaigns have seen significant reductions in CPA, with a decrease of approximately 65%. Simultaneously, CTRs have seen an impressive surge, with an increase of over 1460%. These enhancements translate into a substantial increase in ROI for AUDIENCEX clients and a more cost-effective allocation of their advertising budget.
"This partnership with Yobi will unlock the potential of AI-enabled predictive modeling for independent agencies and challenger brands," said Garrett MacDonald, CCO of AUDIENCEX. "We are excited to be working with Yobi in creating a powerful new solution that will help companies take customer experience and performance to the next level. This new approach will enable companies to utilize privacy-preserving predictive signals to enhance engagement and ensure relevance with their audiences. This groundbreaking collaboration will further empower our clients to stay ahead of the curve, power their campaigns with data-driven insights, understand their target audiences better, and achieve higher campaign effectiveness in today's fiercely competitive environment.”
“By activating ML generated predictive insights and optimizations, companies can unlock unprecedented demand generation and growth at a fraction of the cost,” noted Max Snow, CEO of Yobi, “We are proud to collaborate with AUDIENCEX to help businesses harness the power of predictive data science with complete consumer privacy.”
AUDIENCEX is an AI-enabled, performance-first programmatic advertising partner built to deliver results for challenger brands and independent agencies. Their expert teams deploy holistic strategies throughout the digital ecosystem, engaging the right audiences with predictive analytics, custom algorithms and automated optimization to drive scalable performance throughout the purchase funnel, across channels and devices. Named one of the fastest-growing companies in America by Deloitte, Inc., The Financial Times and the Los Angeles Business Journal, AUDIENCEX is headquartered in Los Angeles and operates remotely throughout North America, including New York and Dallas.
Yobi is a predictive ML company that has established the largest, consented US dataset to democratize the data capabilities of Big Tech. With a privacy-centric approach, Yobi's technology generates actionable shopper predictions without compromising personal information. Yobi helps enterprises maximize marketing effectiveness and machine learning model performance. The company was founded in 2019 by Max Snow, Bill Wise (CEO, Mediaocean), and Tom Griffiths (Director of the Computational Cognitive Science Lab at Princeton University).
Ad Tech and Martech
prnewswire | August 21, 2023
Today, Direct Digital Holdings, Inc. a leading advertising and marketing technology platform operating through its companies Colossus Media, LLC ("Colossus SSP"), Huddled Masses LLC ("Huddled Masses") and Orange142, LLC ("Orange142"), announced that it has partnered with Beeswax, a FreeWheel-owned programmatic buying platform.
The ad tech group, which is the ninth Black-owned company on the NASDAQ U.S. stock exchange, will collaborate with Beeswax to expand access to, as well as simplify the path for, buying multicultural – alongside general market – connected TV ad inventory.
The integration works like this: Colossus SSP, a Direct Digital Holdings-owned supply-side platform, works with both multicultural and general market publishers, giving its users access to a more diverse range of CTV ad inventory. As such, marketers and agencies that use FreeWheel's Beeswax to buy CTV ads can now reach a wider array of viewers.
This partnership and its accompanying capabilities are noteworthy as they provide a much needed and timely solve for many of the issues that marketers and agencies are facing today, including a dynamic, complex and fragmented TV ad ecosystem and a consumer landscape that is becoming increasingly more multicultural and diverse.
On a more technical note, this partnership includes integrations on both the buy and sell sides of CTV ad buying. On the buy side, Direct Digital Holdings' two digital marketing companies, Orange142 and Huddled Masses, will work with Beeswax to serve CTV ad placements for marketers. On the sell side, as outlined above, Direct Digital Holdings will work with Beeswax on simplifying and expanding access to both multicultural and general market CTV ad inventory via the group's supply-side platform, Colossus SSP.
"The media and marketing landscape today is very nuanced – from fast-changing innovations to constant industry fragmentation to audiences that are becoming increasingly more diverse and harder to reach, across multiple screens," said Mark Walker, CEO, Direct Digital Holdings. "Taking that into account, we sought a partner who brought a real-time, holistic understanding of the ecosystem, as well as a track record of creating simple and much needed, innovative solutions that remove friction and address and resolve the needs of marketers today. FreeWheel, through its work with Beeswax, exemplifies and understands these key traits and we're excited to be working with them."
"We are humbled and thrilled to team up with a partner who not only understands this space, but also is minority owned," said Tess O'Brien, VP, Head of Revenue, Beeswax. "We look forward to working with Direct Digital Holdings to drive innovation and growth in CTV, while helping to provide Beeswax's clients with an easier pathway to access multicultural content within the programmatic ecosystem."
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT), owner of operating companies Colossus SSP, Huddled Masses, and Orange 142, brings state-of-the-art sell- and buy-side advertising platforms together under one umbrella company. Direct Digital Holdings' sell-side platform, Colossus SSP, offers advertisers of all sizes extensive reach within general market and multicultural media properties. The company's subsidiaries Huddled Masses and Orange142 deliver significant ROI for middle market advertisers by providing data-optimized programmatic solutions at scale for businesses in sectors that range from energy to healthcare to travel to financial services. Direct Digital Holdings' sell- and buy-side solutions manage approximately 136,000 clients monthly, generating over 250 billion impressions per month across display, CTV, in-app and other media channels.
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video.
Founded in 2014 by a team of former Google executives, Beeswax is the programmatic buying platform that gives media buyers ownership and total control. Its Bidder-as-a-Service™ platform gives brands, media companies, and advertising technology firms greater control, flexibility, and transparency over their programmatic advertising. Beeswax customers include Uber, DraftKings and Nexstar. Beeswax is headquartered in New York City and has raised $28 million in funding from leading investors including Foundry Group, RRE, You & Mr. Jones, and Amasia.vc.
Advertiser Campaign Management, Ad Tech and Martech
PR Newswire | July 05, 2023
InMarket, a leader in 360-degree marketing intelligence and real-time advertising, today released their new study, Getting Smart About Ad Waste, in collaboration with the CMO Council. The study revealed that brands using InMarket's advanced attribution technology, including real-time inflight optimization, can achieve up to an 11x reduction in media waste compared to brands that don't. The highest performers in the study drove positive incremental results for 94% of their media spends.
Improving the economics of advertising and driving better outcomes against key KPIs are persistent challenges for CMOs. By focusing on always-on attribution and real-time inflight optimization, CMOs can extend the performance of their campaigns and drive dramatic increases in Return-On-Ad-Spend (ROAS).
The report highlights a major national Quick Serve Restaurant (QSR) brand that uses LCI (Lift Conversion Index) always-on attribution and real-time inflight optimization to monitor what exactly is driving their restaurant visits and sales. InMarkets' LCI attribution platform demonstrated that this specific chain was able to optimize nearly all impressions served—93% and 7% waste. The study compares this result to another major QSR brand that did not use the LCI's advanced capabilities resulting in a wasted 72% of all impressions served.
Additional highlights from the study on always-on attribution and real-time, in-flight optimization include:
InMarket found that LCI customers not leveraging always-on, real-time optimization have the opportunity to optimize 75% or more of their media spend: InMarket saw positive results in 94% (6% inefficiency) of the media for their highest-performing brands, while seeing an opportunity for their lower-performing brands not leveraging advanced attribution to optimize 75% of their current media impressions.
With increasing campaign spending, the opportunity cost of wasted media is rising significantly: For campaigns nearing $20 million, if 75% of the campaign is non-performing, then that lack of optimization within their campaign is equivalent to 15 million wasted dollars in advertising spending.
"Consumer behavior is constantly shifting and evolving, requiring marketers to react and optimize in real-time to assure they engage consumers when and where it matters most," said Todd Morris, CEO of InMarket. "Traditional media approaches focused on lowering the costs associated with advertising. However, today's advanced measurement technologies empower CMOs to drive unsurpassed experiences, outcomes and efficiency from existing investments. We're excited to partner with CMOs to help them better engage consumers while also driving improved media efficiency and effectiveness."
Some of North America's largest corporate marketing organizations and brands trust InMarket's award winning advanced LCI attribution solution to optimize their media investments. InMarket's LCI has become the industry's leading attribution platform for marketers and agencies to understand the impact of their omnichannel marketing spend from impression to visit to purchase. For more information on InMarket's LCI visit https://inmarket.com/attribution.
"CMOs are facing growing budget pressures and increased expectations to drive positive ROAS from their media investments," said Donovan Neale-May, Executive Director of the CMO Council. "As a result, attribution adoption has become mission critical in order to accurately measure outcomes from media efforts, while further informing marketing and media strategies."
Spending on attribution software globally is expected to experience a strong 15.5% CAGR from 2022 to 2031, reaching $12.9 billion globally according to Allied Market Research. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. The council works to connect thought leaders and key players across multiple industries to build strong relationships among a strong group of senior corporate marketing executives. For more information, visit www.cmocouncil.org.
Since 2010, InMarket has been a leader in 360-degree marketing intelligence and real-time advertising for thousands of major brands. Through InMarket's data-driven marketing platforms, brands can build targeted audiences, activate real-time omni-channel marketing programs, and measure the success of those programs in driving sales.
InMarket holds more than 25 patents across location, attribution, and digital marketing, and was awarded Product of the Year at the 2022 Sales and Marketing Technology Awards for its GeoLink marketing platform, along with Best Advertising Measurement Platform at the 2022 MarTech Breakthrough Awards for its attribution platform LCI (Lift Conversion Index). InMarket was also awarded the Best Use of Data award at the 2022 Digiday Media Buying & Planning Awards, and ranked 300 on the 2022 Deloitte Technology Fast 500 list. Its nationwide team is united across more than 30 states. For more information, visit www.inmarket.com.
About CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets. For more information, visit www.cmocouncil.org.