AD TECH AND MARTECH
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.
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.
MOBILE ADVERTISING, AD NETWORKS
Pixalate | January 17, 2023
Pixalate, which is an analytics platform for fraud protection, privacy, and compliance for connected TV (CTV) and mobile advertising, has released a compliance toolkit for CTV to find and evaluate child-directed apps in the Roku and Amazon Fire TV app stores. The toolkit is designed to enable Pixalate's customers to identify, review, and assess child-directed apps that run on Roku and Amazon Fire TV in order to ensure compliance with relevant laws such as the Children's Online Privacy Protection Act (COPPA).
The Pixalate Trust and Safety Advisory Board, which is made up of qualified educators and led by a former FTC enforcer, looks at apps through the lens of the COPPA Rule to see if they are aimed at children. Pixalate's new toolkit gives brands, ad networks, and agencies the ability to accurately find and label apps that are made for kids.
Allison Lefrak, Pixalate's senior vice president of public policy, advertising privacy, and COPPA compliance, said, "As advertisers are focusing more on programmatic Connected TV inventory, it is important for them to keep in mind that COPPA also applies in the CTV space." She further added, "Identifying which apps are child-directed and whether they are potentially risky from a COPPA compliance standpoint is crucial in avoiding hefty penalties."
These manual reviews are blended with AI to assign a COPPA violation risk to over 50,000 Roku and Amazon Fire CTV apps. If a publisher or advertiser knows that a CTV app is aimed at children, they must follow COPPA, which includes getting permission from the child's parents before collecting and/or sharing personal information.
Pixalate is the market-leading platform for fraud protection, privacy, and compliance analytics for connected TV (CTV) and mobile advertising. We work around the clock to protect your reputation and increase your media value. Pixalate is the only company that offers coordinated solutions for detecting and getting rid of ad fraud across display, app, video, and CTV. Pixalate's marketing compliance solutions include the industry's first COPPA compliance technology, which is designed to identify potential child-directed apps and online privacy compliance risks. Pixalate is an MRC-accredited service that detects and filters sophisticated invalid traffic (SIVT) on desktop and mobile web, mobile in-app, and CTV advertising.
Yieldmo, IRIS.TV | November 10, 2022
Yieldmo, the smart advertising exchange that differentiates and enhances the value of ad inventory for buyers and sellers, today announced an agreement to collaborate with IRIS.TV, the only data platform built for video, increasing publisher and buyer adoption of contextually enriched CTV. This partnership offering includes omnichannel contextual curation to buyers across CTV, OLV, and display advertising from leading independent data companies.
“This partnership is an important next step in demonstrating the way contextual and brand safety tools can overlap to enhance the media buying experience on CTV,” commented Jeremy Steinberg, Chief Revenue Officer & GM, Exchange, Yieldmo. “For years, Yieldmo has been building its ability to use combinations of smart signals and behaviors to predict an outcome, and then optimize the campaign toward the inventory that meets those outcomes. We’re excited to bring these same smart capabilities to new environments like CTV and beyond.”
This partnership – due to launch early next year – will introduce Yieldmo’s Smart Signals and Smart Data Curation to CTV and omnichannel video efficient and effective deal-based packaging. The partnership will also support curation via IRIS.TV data partners, such as Oracle Advertising, Kerv, Pixability, and more, enabling contextual and brand safety targeting options from leading independent CTV data companies. By combining these options with Yieldmo’s unique data and format capabilities, advertisers will be able to drive better outcomes from their campaigns.
“Yieldmo’s AI capabilities and contextual data reveal high-value and high-performing inventory to advertisers. IRIS.TV ingests and normalizes video-level content data by assigning each video with an anonymized IRIS_ID, which acts as a content identifier for videos that supports various planning, targeting, verification, and measurement use cases,“ said Field Garthwaite, CEO and Co-Founder, IRIS.TV.
“Yieldmo’s AI capabilities and contextual data reveal high-value and high-performing inventory to advertisers. IRIS.TV ingests and normalizes video-level content data by assigning each video with an anonymized IRIS_ID, which acts as a content identifier for videos that supports various planning, targeting, verification, and measurement use cases,“ said Field Garthwaite, CEO and Co-Founder, IRIS.TV. “We are excited to partner with Yieldmo to integrate our technology in their smart exchange.”
Yieldmo is an advertising technology company that operates a smart exchange that differentiates and enhances the value of ad inventory for buyers and sellers. As a leader in contextual analytics, real time technology, and digital formats, we create, measure, model, and optimize campaigns for unmatched scale and performance. By understanding how each unique impression behaves and looking for patterns and performance in real time, we can drive real performance gains without relying on audience data. Visit www.yieldmo.com to learn more.
IRIS.TV is the only data platform built for video. We provide video data connectivity to enable better viewing experiences and advertising outcomes. For CTV and online video, we structure, connect, and activate the world’s video-level data. Since 2013, we’ve enabled our partners to build scalable solutions on top of our platform for video-level contextual and brand-safe ad targeting, verification, planning, measurement, and video recommendations. For more information, visit www.iris.tv.