Amazon advertising is strategically cozying up to key agencies

adnews | September 12, 2019

Amazon is getting close to advertising agencies to ensure their media spend is flowing the right way as the giant retail platform continues to weaken the dominance of Google and Facebook, according to analysis by Forrester. The US-based online retailer is offering exclusive deals and data partnerships. But the industry analysts say don’t get excited too quickly. And watch out because Amazon would love to get that ad spend directly from brands. "Agencies cannot and should not treat Amazon as just another ad channel because of its status both as an eCommerce platform and a media platform," says Forrester analyst Collin Colburn.

Spotlight

Programmatic is the best combination of targeting, reach, frequency, and performance to succeed in reaching your best prospects to deliver measurable results and ROI. Programmatic includes many channels such as display and native advertising, audio or video, and out-of-home. Programmatic reaches all screens, e.g. Smartphones, tablets, laptops, and PCs.

Spotlight

Programmatic is the best combination of targeting, reach, frequency, and performance to succeed in reaching your best prospects to deliver measurable results and ROI. Programmatic includes many channels such as display and native advertising, audio or video, and out-of-home. Programmatic reaches all screens, e.g. Smartphones, tablets, laptops, and PCs.

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DISPLAY ADVERTISING, RETARGETING, AD NETWORKS

MobileFuse Unveils New Ad Tools to Help Boost Revenue

MobileFuse | January 02, 2023

MobileFuse, a leading digital advertising platform, has released a new mobile software development kit (SDK), mediation adapters, and a proprietary video player. These tools are designed to reduce friction and allow mobile app publishers and mediation platforms to access MobileFuse's premium inventory and increase revenue. This will help mobile app publishers and mediation platforms because it will give them access to MobileFuse's premium inventory and cut down on the costs of making their own tools. The MobileFuse SDK has reportedly allowed publishing partners to double fill rates and increase eCPMs by 20% or more. The SDK has duoBid, which lets advertisers run video ads in larger static banner inventory. It also has a proprietary video player with full VAST capabilities, support for rich media, lightweight technology, and support for the latest mobile technologies. With the help of these tools, publishers and mediation platforms have been able to make a lot more money and make more money from what they make. MobileFuse's SDK, integrated through an AppLovin MAX Custom Adapter, has yielded immediate success for our app. The SDK is generating higher fill rates, eCPM, CTR, and five times more revenue on a similar amount of bid requests than our oRTB connection. The implementation process was easy, and their team was responsive and always willing to help along the way." Amy Nicole Hernandez, CFO and VP of Business Operations at TextMe The SDK is the only way to get the proprietary video player, and the mediation adapters make it easier to connect to leading mediation platforms. With the SDK, publishers can also take advantage of the duoBid video ad-serving platform. About MobileFuse MobileFuse is a leading in-app advertising and CTV platform. In a variety of verticals, the company serves leading brands, agencies, bidders, and app developers. MobileFuse empowers its clients by reaching highly curated and receptive audiences through innovative solutions that combine location-based in-app and CTV exchanges, moments-based targeting, patented location verification, custom creative, and data-driven insights. MobileFuse, which was founded in 2009, is headquartered in New York City and has offices throughout the United States. The company will be carbon-negative by 2022.

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PROGRAMMATIC ADVERTISING

DoubleVerify Expands Collaboration with LinkedIn to Reinforce Brand Safety Protections and Contextual Alignment

DoubleVerify | November 16, 2022

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data, and analytics, today announced the launch of DV Authentic Brand Suitability and DV Custom Contextual solutions on the LinkedIn Audience Network. These two products empower advertisers to ensure their campaign impressions are delivered on inventory that aligns with their brand safety, suitability and contextual needs. DV Authentic Brand Suitability goes beyond standard categories and keyword blocklist – offering customized protection that helps advertisers avoid unsafe and unsuitable content before placing a bid. DV Custom Contextual provides advertisers a scalable solution to reach the right audiences, at the right time – driving outcomes for brands. DV’s Semantic Science, a proprietary contextual classification system, powers both DV Authentic Brand Suitability and DV Custom Contextual technology. DV’s Semantic Science team is responsible for developing one of the world’s most comprehensive ontology solutions — identifying over 200,000 language-independent concepts, using more than eleven million rules to determine the correct meaning of a word. The result is more accurate content classification and better protection and alignment, which enables stronger campaign performance for brands using solutions, like the LinkedIn Audience Network, for their marketing. “Our work with LinkedIn underscores DV’s continued leadership position in optimizing media quality and performance holistically across the digital media landscape providing our advertisers the confidence to invest across channels and environments,” said Steven Woolway, EVP, Business Development at DoubleVerify. “LinkedIn is a leading platform for B2B digital advertising, and we are thrilled to collaborate to support brand suitability and contextual targeting.” Today, advertisers can reach and engage a professional community of more than 875 million members on LinkedIn, helping them to drive actions that are relevant to their business. With the LinkedIn Audience Network, B2B advertisers can reach millions of targeted professionals who are active on trusted third-party publishers to boost performance across their advertising objectives, achieve better return on ad spend, and scale their message with multiple touchpoints. “Through our work with DoubleVerify, we’re continuing to empower our customers to scale their marketing across our network of publishers to reach and engage a professional audience,” said Abhishek Shrivastava, VP of Product, LinkedIn. “Through our work with DoubleVerify, we’re continuing to empower our customers to scale their marketing across our network of publishers to reach and engage a professional audience,” said Abhishek Shrivastava, VP of Product, LinkedIn. “The evolution of our collaboration reinforces our goal to foster a safe and trusted ecosystem with added controls to help customers drive better value from their campaigns.” DV Authentic Brand Suitability and DV Custom Contextual are now available for all mutual LinkedIn and DV customers. This release builds on the company’s previous work with LinkedIn to help power its custom, network-wide brand safety floor and invalid traffic (“IVT”) protection that helps ensure advertisers are protected from universally unsafe content and IVT on the LinkedIn Audience Network. For more information about DoubleVerify, visit http://www.doubleverify.com. About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.

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AD TECH AND MARTECH

ID5 Releases 2022 State of Digital Identity Report

ID5 | November 24, 2022

ID5, the market-leading identity provider for digital advertising, today released its 2022 State of the Digital Identity Report, which provides a comprehensive analysis of the developments made by publishers, advertisers, and ad tech platforms when it comes to the evaluation and adoption of alternative identity resolutions. ID5 found brands around the world are missing out on reaching cookieless audiences, with 87% of respondents identifying as such, and are restricted to competing for the same, limited portion of consumers reachable via cookies. Of those surveyed, 69% of advertisers want to be able to reach cookieless audiences today. This year’s report looks closely at a number of elements that shed light on how businesses are preparing to navigate a cookieless future going into 2023. The findings present insights into testing success rates, the most favored alternative solutions, time frames in which players expect to have their cookieless strategies in place, and more. By surveying 164 respondents globally, the report found that first-party universal identifiers are believed to be the most viable and scalable solution to replace third-party cookies, with 38% of respondents identifying them as the primary alternative. A mixture of deterministic and probabilistic first-party IDs take the top spot (54%) for the best methodology alternative to generate and reconcile IDs across websites. “Between cookieless browsers and people refusing third-party cookies, 50% of the global traffic is already unaddressable with traditional identifiers,” said Mathieu Roche, CEO & Co-founder of ID5. “Between cookieless browsers and people refusing third-party cookies, 50% of the global traffic is already unaddressable with traditional identifiers,” said Mathieu Roche, CEO & Co-founder of ID5. “Advertisers want alternative IDs now to enable addressability at scale, maximizing the opportunity that cookieless browsers offer today.” The report found that the adoption of alternative identity solutions is on the rise industry-wide with 63% of respondents having at least one solution or more. Of those that have not adopted a solution yet, 57% stated that their unfamiliarity with the various cookieless alternatives in the market is what holds them back. Nevertheless, 50% of survey respondents have already run tests to measure the effectiveness of these solutions, and another 35% are currently testing or are in the planning stages of doing so. With more education and knowledge sharing on the benefits of taking action on cookieless, these numbers will continue to rise. Overall, the report found that 75% of respondents are satisfied with testing. The research indicates that, though many advertisers are behind on testing, those who have are pleased with the results and are effectively positioning themselves for the future. “With this report, we not only wanted to highlight where companies are today, but we wanted to better understand what the industry is doing to support advertisers and publishers, as well as what challenges they are facing or are anticipating to face.” added Roche. “This success in testing across the industry provides hope that we are coming close to determining the solutions that have proven themselves as industry standards.”

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