AD TECH AND MARTECH

Amazon Exploring Ways to Streamline Ad ID Overload

Amazon | June 01, 2022

Amazon Exploring Ways
Amazon is developing the Connections Marketplace, a platform that could be a one-stop-shop for website publishers and their ad tech vendors to connect. This Marketplace connects new ad IDs with websites developed to adapt to the new data and privacy restrictions. In the wake of all these developments, Amazon is exploring ways to streamline the ad ID overload to anticipate the future of internet advertising.

Amazon’s recent partnerships with ad tech companies such as LiveRamp and ID5 allow publishers to test their new IDs. The Connections Marketplace was launched in 2021, but Amazon has yet to reveal all the ad tech vendors. Consequently, various ad tech companies and publishers are still unsure how the Marketplace fits into Amazon Publisher Services, the “supply side” platform in internet ad auctions.

Mathieu Roche, CEO of data company ID5, which is part of the Connections Marketplace, explained how it works: “Amazon is passing IDs in bid requests, so that buyers have more IDs and cookies to work with and they [sell] ads at higher prices; they can identify users basically, making advertising work more efficiently.”

Mathieu Roche, CEO of data company ID5, which is part of the Connections Marketplace, explained how it works: “Amazon is passing IDs in bid requests, so that buyers have more IDs and cookies to work with and they [sell] ads at higher prices; they can identify users basically, making advertising work more efficiently.”

Apple has enacted rules against using cookies on Safari web browsers and Google is also set to eliminate third-party cookies on Chrome by the end of 2023. Publishers, many of which don’t have logged-in audiences and don’t know enough about their audiences, are trying new ad IDs to connect consumers with advertisers.

Companies such as LiveRamp, Lotame, ID5 and others are in the process of developing new IDs. These IDs take data from anonymous activities on websites and match it with the data from the ad tech partners. This data is supposed to create an accurate persona for targeting that a publisher can send out to internet auctions to find buyers.

Publishers will have a lot of vendors to choose from in the Amazon Connections Marketplace. “Amazon is building one-click integration through that Connections Marketplace,” said Eric Hochberger, CEO of Mediavine, an ad management platform that works with publishers. “So that if you do want to launch a new ID, it’s just one click and you don’t have to install anything.”

“We want to make it easy for publishers to discover, trial, activate, and operate third-party ad tech solutions. They want to help drive their businesses.” an Amazon spokesperson said in an email about the program. “It’s still early, and we’ll continue expanding the selection of services and categories.”

Spotlight

Nick takes you through the basics of programmatic RTB advertising and shows you how a bid request flow works from the publisher to advertiser.

Spotlight

Nick takes you through the basics of programmatic RTB advertising and shows you how a bid request flow works from the publisher to advertiser.

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DISPLAY ADVERTISING

OneScreen.ai Launches Most Comprehensive Public Directory of Out-of-home (OOH) Advertising Inventory and OOH Providers

OneScreen.ai | August 04, 2022

OneScreen.ai, the marketplace provider for buying and selling out-of-home (OOH) advertising, has launched the most comprehensive public directory of OOH advertising inventory with more than 3,200 OOH providers, including media companies, vendors and agencies, and more than 864,000 media listings across various categories, including billboards, street furniture, transit, and more in 340 different formats. OOH providers accustomed to manually managing inventory, long sales cycles, and time-consuming processes can now utilize a free, searchable listing in OneScreen.ai’s directory and a suite of free tools to seamlessly manage their inventory in one place, accelerate sales conversations, and become easily discoverable by potential buyers. OneScreen.ai’s robust directory is the basis for building the first public ecosystem in OOH that allows providers to interact openly and freely with buyers and marketers. “Building and deploying this exhaustive directory is the genesis to ensuring everyone can easily and openly buy or sell OOH ads,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “Building and deploying this exhaustive directory is the genesis to ensuring everyone can easily and openly buy or sell OOH ads,” said Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. “While other directories exist in the OOH space, none are democratized — completely open and public, without a third party intermediating to keep sellers from interacting with buyers. Now, that is no longer the case. We have incredible respect for the OOH industry’s tremendous and long-standing growth, and our mission is to continue working collaboratively with industry friends and partners to even further accelerate the success of OOH.” Media owners are able to upload, edit, and sell their inventory directly from their listing. They are also given access to free tools like campaign building, embeddable maps, and invoicing that make their inventory more accessible, discoverable, and easier for marketers to buy. OneScreen.ai invites OOH providers to claim or request their free listing and complete their profile. For more than a year, the OneScreen.ai team has worked closely with hundreds of buyers, sellers, advisors, and facilitators in the OOH industry to ensure its platform and tools solve real-world problems. Based on collaborations and partnerships with dozens of OOH providers, the company has developed multiple solutions in sales enablement, inventory management, and invoicing. “OneScreen.ai is an advocate for the OOH industry and a resource that allows my company to run more efficiently and effectively,” said David English, Vice President at AD-Trend Outdoor Advertising. “OneScreen.ai truly understands outdoor advertising, both how and why it works. I'd encourage any outdoor advertising company to have a conversation with them and learn how OneScreen.ai will help grow your business in a multitude of ways. They are at the forefront of changing the industry, and we love everything they are doing for companies like mine. The working relationship that Ad-Trend and I have with OneScreen.ai is irreplaceable." "Before using OneScreen.ai, I used generic charting and graphing programs,” said Richard Kennedy, owner of Kennedy Outdoor. “But once I reached 40-50 billboard faces, it became tough to manage everything through manual processes and spreadsheets – not to mention the space and data it took up on my computer. OneScreen.ai has allowed me to put all of my inventory in one place, and it's all hosted through their online platform." Join a live walk-through of the directory tomorrow, Thursday, August 4, 2022, at 4:00 p.m. ET. Save your seat at: https://www.onescreen.ai/webinar/lets-walk-through-the-directory OOH providers can claim their free listing in OneScreen.ai’s OOH directory at: https://www.onescreen.ai/get-listed About OneScreen.ai OneScreen.ai is accelerating the growth of real-world advertising by making it easier to buy and sell out-of-home (OOH) ads – from billboards, blimps, and buses to wrapped cars and connected TVs in bars and restaurants. OOH advertising is the only traditional ad medium still growing, and OneScreen.ai is making the entire industry more streamlined and connected with one centralized space for marketers to buy, deploy, and measure OOH advertising and for media owners to sell, manage, and invoice their inventory. Founded by former executives and alumni from Google, HubSpot, and Wayfair, OneScreen.ai earned a Great Place to Work Certification in 2022. The company is a member of the Out of Home Advertising Association of America, Inc. (OAAA), Digital Place Based Advertising Association (DPAA), World Out of Home Organization (WOO) and Geopath. To learn more, visit www.onescreen.ai and follow on LinkedIn and Twitter.

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AD NETWORKS

Triton Digital Unveils Podcast Advertising Effectiveness Study for India

Triton Digital, Vtion Digital Analytics | September 06, 2022

Triton Digital®, the global technology and services provider to the digital audio and podcast industry, today released the results of their Podcast Advertising Effectiveness Study commissioned with VTION Digital Analytics, a leading digital consumer behavior intelligence platform. VTION provides Android smartphone based real time behavioural data from a representative panel of consumers, using patented technology. The survey results highlight strong growth of podcast listening in India and the effectiveness of podcast advertising to drive brand and product recall. According to the study, on average audio content consumers in India listen to podcasts three to four times per week. In metro cities this rate is even greater, with 70% of respondents listening to podcasts weekly and 30% listening daily. “As a rapidly growing medium in India, podcasts continue to gain significant attention in the Indian market,” said Aditya Summanwar, Director of Market Development, Triton Digital. “Our study further demonstrates a high brand recall in the region and willingness to receive additional advertisements, setting the medium up for a long future of success.” Additional key findings include: Podcast Listeners are Willing to Listen to Ads. In fact, of the respondents who have reported ever hearing a podcast ad, 42% had no issues with hearing ads in the middle of podcasts that are free. Advertisements Often Lead to Purchases. Eighty percent of listeners who have heard of a product are interested in learning more about it, with 29% claiming to have bought the product they heard advertised. Podcast Ads Grab Attention. Forty percent of listeners state that ads in between podcasts ‘always’ or ‘often’ capture their attention, with 40% of these listeners saying they trust these advertisements. “We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said Manoj Dawane, Chief Executive Officer, VTION Digital Analytics. “Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well.” “We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said Manoj Dawane, Chief Executive Officer, VTION Digital Analytics. The report surveyed 354 VTION panelists who defined themselves as podcast listeners between August 1 and August 7, 2022. Triton Digital will be sharing these results at Radiodays Asia, September 6 and 7 in Kuala Lumpur, Malaysia. To download the full report, please visit: https://info.tritondigital.com/podcast-advertising-effectiveness-survey About Triton Digital Triton Digital® is the global technology and services leader to the digital audio and podcast industry. Operating in more than 80 countries, Triton provides innovative technology that enables broadcasters, podcasters, and online music services to build their audience, maximize their revenue, and streamline their day-to-day operations. In addition, Triton powers the global online audio industry with Webcast Metrics®, the leading online audio measurement service and Podcast Metrics, one of the first IAB certified podcast measurement services in the industry. With unparalleled integrity, excellence, teamwork, and accountability, Triton remains committed to connecting audio, audience, and advertisers to continuously fuel the growth of the global online industry. For more information, visit www.TritonDigital.com. About Vtion Digital Analytics VTION’s data-driven culture, strong technology leadership and scalable architecture has made the company a strong player within the fast-growing SaaS based digital analytics/digital advertising sector. With a 40,000+ strong consumer panel, statistically representing over 224 million Android smartphone users in 17 states of India, VTION platform generates more than 20 million unique events every day and is used by marquee brands for sharper segmentation and efficient campaign activation. VTION’s app measures usage, content consumption, ads exposed on social media & online video and selected ecommerce clickstreams of panelists on all digital platforms in the Android ecosystem. With more than 200,000 downloads of their app from the Google Play Store so far, VTION is on a strong path to become an intelligent MarTech company in the cookie-less world of tomorrow. VTION has a patented tech framework that captures events from a smart device and sends out to a back end for analysis in real time. The USP of VTION lies in the fact that it is privacy-safe, has complete opt-in from the consumer; the behavioural data provided is significantly accurate and is completely scalable across geographies and Android devices. For more information visit: www.vtion.in

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ADVERTISER PLATFORMS

Camelot Selects OneView by Roku to Help Small-And-Medium Businesses Expand into TV Streaming Advertising

Camelot, Roku, Inc. | September 12, 2022

Camelot Strategic Marketing & Media and Roku (Nasdaq: ROKU) announced today that Camelot is the first agency to join a new certified partner program to use OneView to help small and medium-sized businesses (SMBs) accelerate investment in TV streaming advertising. As an early adopter and first certified partner, Camelot will use the data, tech, and tools from America’s #1 TV streaming platform* to make it easy for SMBs to grow their businesses and achieve their marketing goals. SMBs are looking for fresh marketing channels as cookies and mobile IDs become less available. Today, 47% of SMBs say they intend to increase spend in TV streaming in the next 12 months**. TV streaming advertising offers the personalization, optimization, and performance to help SMBs succeed. On Roku, 53 percent of users say that they prefer shopping at local, independent stores***. OneView is the ad platform built for TV streaming. Brands use OneView to set up, optimize, and measure their ad campaigns. In a world where all TV ads will be automated, OneView offers software with data, machine learning, and measurement to reach more streamers wherever they are – Roku, other TV streaming platforms, desktop, mobile, and more. Marketers choose OneView because it is the only ad buying platform with Roku data and with new ad experiences that go beyond the traditional TV spot. With more than 63 million active accounts globally as of Q2, 2022, Roku has the scale and accuracy to help businesses move products off the shelf efficiently. “We’re thrilled to enhance our longstanding partnership with Roku to bring SMBs the benefits of TV streaming,” said Sam Bloom, CEO of Camelot Strategic Marketing & Media. “We’re thrilled to enhance our longstanding partnership with Roku to bring SMBs the benefits of TV streaming,” said Sam Bloom, CEO of Camelot Strategic Marketing & Media. “Camelot prides itself on building fact-based, insights-driven programs for our clients, which is why we chose OneView to deliver the best TV ad experience.” “For the past six years, Camelot has been a key strategic partner with Roku and demonstrated operational excellence in OneView,” said Tommy Burk, Senior Director, OneView. “We’re excited to entrust Camelot to help a broader set of advertisers accelerate the shift to TV streaming.” Camelot was the first agency to certify its traders on OneView for its Fortune 500 clients. The agency was also a launch partner with Roku’s clean room, a privacy-first data collaboration environment that allows advertisers and agencies to use their encrypted first-party data for their advertising. To get started with Camelot today, visit https://go.roku.com/hQaMuxcQ1 About Camelot Trailblazing through 40 years in the media and marketing industry, Camelot Strategic Marketing & Media is a Dallas-based independent agency with 150 employees in cities across the U.S. – including New York, Los Angeles and Baltimore. We partner with intellectually curious, want-to-get smarter leaders from the world’s biggest brands – from TurboTax to Whole Foods to Michaels – to provide media-agnostic, transparent, insight-driven media and marketing strategy and execution that drives stellar results. www.camelotsmm.com About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A. This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to the benefits, features and functionality of the OneView platform; trends in TV streaming and advertising spend; and the features, benefits, growth and reach of The Roku Channel and the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2021 and our Quarterly Report on Form 10-Q for the quarter ended June 30, 2022. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

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