PROGRAMMATIC ADVERTISING
Business Wire | May 04, 2023
AppLovin Corporation (NASDAQ: APP) (“AppLovin”), a leading marketing platform, is bringing performance-based buying to connected TV (CTV) within its powerful mobile user acquisition platform, AppDiscovery. App marketers can now tap into massive CTV supply across hundreds of free ad-supported streaming TV (FAST) apps and 3,000+ channels from a single source of access and only pay for installs.
CTV will be the fastest-growing medium this year, with ad spending surging 21% to reach more than $25 billion. With 93% of U.S. internet users today reachable by CTV, it’s a prime time for app marketers to add this channel to their marketing mix to reach audiences at scale and achieve their ROI goals.
“We're excited to successfully bridge the gap between mobile marketing and CTV through a performance buying model,” said Idil Canal, General Manager of AdTech, AppLovin. “With AppLovin, marketers can easily test and rapidly scale CTV campaigns to acquire high-quality users by accessing a vast audience with targeted, relevant ads — all while prioritizing installs over impressions.”
CTV advertising on AppDiscovery is seamless. Advertisers can run mobile and CTV ad campaigns, and even leverage AppLovin’s industry-leading in-house creative team for custom, high-performing CTV ads — all on the same platform.
Since launching AppLovin’s performance CTV campaigns last year, leading credit-building app Kikoff has seen a 3X increase in install rates, and as a result has scaled its CTV budget by 6X, making it a significant part of its app marketing portfolio. “AppLovin’s CTV campaigns brought new momentum to our UA efforts. Not only do they allow us to further differentiate our offering in the marketplace by telling a more complete story to a larger audience, they also deliver on our UA performance goals. We’re excited about the continued partnership and growth potential,” said Max Wang, Growth Marketing Manager at Kikoff.
With AppDiscovery, advertisers and app marketers can:
Run CPI-based performance campaigns. CTV campaigns are priced on a Cost Per Install (CPI) basis rather than at a fixed Cost Per Mille (CPM), so marketers can ensure cost-effective ROI.
Automate and optimize campaigns. The platform automates the buying process across mobile and CTV inventory and optimizes at the individual channel level to improve performance.
Manage mobile and CTV campaigns from a single access source. CTV campaigns run in parallel with mobile campaigns in AppDiscovery, providing a seamless UI, reporting, and brand experience across multiple channels.
Utilize custom, top-performing creatives optimized for CTV. As a value add, AppLovin’s SparkLabs in-house creative team is available to customers for custom, high-performing ads, eliminating the need to develop resource-intensive creatives on their own.
Access real-time, transparent analytics: Trackable return on ad spend (ROAS) and channel name visibility ensures there is no guess work in where ads run.
“AppLovin’s AppDiscovery has been a strong user acquisition channel for us on mobile. Their recent addition of performance CTV campaigns presented an incremental channel to grow our user base at our target price points – all while using a single source of access. We’ve been delighted with the platform’s potential and appreciate the team’s constant optimization efforts,” said Terence Fung, Chief Strategy Officer at Storm8.
About AppLovin
AppLovin accelerates business growth with market leading technologies. AppLovin’s end-to-end software solutions support profitable growth by optimizing monetization and by using powerful machine learning to make data-driven marketing decisions. AppLovin partners with businesses to deliver personalized experiences at a massive global scale. AppLovin is headquartered in Palo Alto, California with several offices globally.
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ADVERTISER PLATFORMS
Business Wire | May 29, 2023
MGID, the global advertising platform, today announced a partnership with Playmaker, the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands. The partnership will see the direct integration of MGID’s native ads across Playmaker’s web properties to maximize user experience and engagement and increase traffic and monetization.
MGID’s network of advertisers across the US, Canada, Brazil, and Mexico will benefit from access to Playmaker’s 101 million monthly web users that engage with a portfolio of sports media brands, including Futbol Sites, Yardbarker Media, and The Nation Network. MGID’s high-quality native advertising offering will enable Playmaker’s media brands to monetize their traffic through non-intrusive and contextually-relevant native ads while also increasing pageviews. MGID’s native ad formats are targeted to the most relevant sections of a user’s content journey to ensure maximum engagement.
“This is a great opportunity for leading advertisers to access Playmaker’s expansive audience of sports fans. Without essential revenue streams, sports media brands cannot serve great content to their fans. At the same time, fans need to see content and ads that enhance their overall experience.” Said Sergio Vives, Global Head of Publisher Acquisition at MGID. “This is great step in our journey to grow our offering and innovate at the edge of digital media advertising. We look forward to connecting Playmaker’s scale of audience to MGID’s relevant, high-quality content.”
“In a changing digital landscape, where effective targeting and attribution is becoming increasingly complex, teaming up with MGID will provide essential alignment between consumer and marketer needs through our trusted brands.” Added Michael Bellom, Head of Revenue Operations at Playmaker. “The integration of native ads and exclusive content recommendations will help users find the right content and ensure marketers reach the right audiences.”
AboutMGID
MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences.
About Playmaker
Playmaker (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360-degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.
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ADVERTISER PLATFORMS
Business Wire | May 02, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its “Post-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.” This second report in DV’s ‘Post-Cookie Questions’ research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies.
Conducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), the latest report polled over 800 respondents with a wide breadth of industry backgrounds – from media buyers and ad operations to senior decision-makers on both sides of the industry.
Key findings of the report include:
Cookie Depreciation Concerns Remain High, But Lessen Year-Over-Year
Overall publisher concern about the impact of cookie deprecation on their business remains consistent year-over-year, with 60% of publisher respondents indicating they were either “very concerned” or “moderately concerned.” However, those who stated “very concerned” decreased year-over-year by one-quarter (25%). Advertisers indicated that “multiple browsers phasing out third-party cookies” was their primary concern amidst recent privacy changes. Only 24% of the surveyed publishers stated they currently had a post-cookie solution in place. The remaining respondents were either still testing or hadn’t yet begun the process.
Publisher Revenue Expectations and Audience Reach Are Top of Mind
With third-party cookie deprecation and other privacy-related changes, 48% of publisher respondents in 2023 anticipate cookie deprecation having a positive impact on their company’s revenue. This is a decrease from the 64% of respondents who answered the same in 2022.
On the advertising side, 31% of advertisers indicated that their ability to target audiences effectively was among their greatest concerns in a cookieless future. Meanwhile, nearly 50% of publishers believed that making data accessible in open-market environments will be one of the biggest challenges with relying on first-party and contextual data.
When it comes to first-party data offering and strategies, both publishers and brands vie for supremacy. Nearly half of all advertisers surveyed cited their own first-party data activation as the cookie-independent solution that holds the most promise. Meanwhile, nearly half of all publishers stated the same for their own first-party data activation, highlighting the misalignment.
Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities
As publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as “good” or “very good.”
For the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they’ve seen from publishers as “good” or “very good.”
“While interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. Attention and contextual solutions represent new opportunities to measure performance in privacy-friendly ways,” said Steven Woolway, EVP of Business Development at DoubleVerify. “Our survey findings indicate that in a post-cookie future, both of these will play a role. In that pursuit, trusted third-party metrics can allow publishers and brands to speak a common language on these topics in the marketplace.”
Publishers and Brands Look to Align on Attention in 2023
Both brands and publishers pointed to attention’s potential as an advertising currency. Publishers have already started adapting, as 94% of publisher respondents have described attention-based capabilities as important to their business this year. On the buy side, advertisers also plan to rely on attention-based metrics (96%) in either most or some of their ad buys in 2023.
“The imminent deprecation of third-party tracking has publishers and advertisers looking for viable solutions and it seems that both sides are in agreement with contextual, attention and first-party data strategies,” added Woolway. “Opportunities are abundant for publishers and advertisers to align in new and impactful ways, and now is the time to cultivate direct partnerships and develop or refine capabilities.”
To learn more about DV’s efforts to equip both sides of the industry with tools and services to build trust and alignment between buyers and sellers, visit https://doubleverify.com/publishers/.
About DoubleVerify
DoubleVerify 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.
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