AD TECH AND MARTECH
Conviva | May 18, 2022
Conviva, the census, Continuous Measurement and Engagement platform for streaming media, has revealed its plan to establish a streaming audience measurement standard. Conviva will avail this measurement standard at CES 2023. The partnership of the premium streaming providers and Conviva's real-time cloud sesssionization technology has fruited into this expansion.
The new standard provides census-level streaming audience ad packaging and measurement that is complementary to and works with linear TV. This lets streaming providers compete on a large scale with the digital walled gardens solutions currently competing for ad budgets. For example, Conviva's technology presently processes almost 3 trillion streaming data events every day, serving over 500 million unique users who watch 200 billion streams per year across 4 billion apps streaming on devices.
"Audience measurement represents the streaming industry's biggest opportunity and Conviva's technology definitively unlocks its potential, For Conviva's customers, streaming audience is continuously, census-level measured with comprehensive, standardized data. Having solved for this problem technically, we will now work in lock step with the industry to provide a unified streaming ad packaging and measurement solution fully interoperable with any cross-platform currency in market today."
Keith Zubchevich, CEO of Conviva
There is a proven record for Conviva's Continuous Measurement Analytics Platform as it has delivered an elaborated view of streaming audience insights, including social marketing impact. In addition, Conviva is also announced as the first streaming measurement partner for NBCUniversal due to its highly successful cross-platform measurement pilots for the Superbowl and Winter Olympics in partnership with iSpot.
"We have an obligation to deliver consumers a great experience and an obligation to our customers and shareholders to utilize measurement systems that adequately capture the reach, attention, and outcomes we deliver. For the first time, NBCU is bringing its advertising partners a unified cross-screen view across all platforms with access to meaningful metrics that matter to their businesses.", Kelly Abcarian EVP Measurement & Impact EVP at NBCU, from the Superbowl measurement announcement.
Furthermore, for the NCAA Basketball Tournament 2022, WarnerMedia and Paramount launched an alternative measurement strategy that leveraged Conviva's technology to support its linear and digital partners, including Comscore and iSpot and VideoAmp, minting multiple successful, alternative cross-platform measurement solutions.
Conviva is bringing together top streaming firm leaders in Miami, June 6-8, 2022, following these immensely successful crowd measurement tests and NBCU's certification of Conviva as their streaming audience measuring partner. During the two-day summit, executives will lay out a strategy for reaching wide availability by CES 2023, including product, partnership, and go-to-market strategy. In addition, this executive task group will thoroughly brief industry observers beginning June 9th, 2022, and keep them updated regularly until full GA in Q1 2023.
Kubient | October 28, 2020
Kubient, the cloud advertising marketplace that enables advertisers and publishers to reach, monetize and connect their audiences efficiently and effectively, today unveiled the modernized digital advertising infrastructure and operations for historic news agency, The Associated Press ("AP"). Kubient worked with The AP to evaluate and streamline its internal ad operations and techstack and uplevel its data analysis - ultimately providing the publication with a new way to capture and monetize its audiences by delivering relevant content, integrations and ads.
Over a two week audit period evaluating the existing infrastructure and removing inessential vendors, Kubient reduced 50% of the SSPs that had access to The AP's tech stack. Within three weeks of implementing Kubient's Audience Cloud technology, The AP increased its prebid revenue by 80% and its monthly video revenue increased by 500%.
"The AP trusted us with its robust history and allowed us to create a new systematically and economically efficient ad model to support its work for years to come," said Peter Bordes, CEO of Kubient. "It was our job to strategically dismantle and rebuild the ad stack from the ground up in order to optimize their ad ecosystem for their new goals. In this process we identified and removed inefficient middlemen that were slowing down The AP's digital advertising operations and putting a strain on its budget."
Kubient was able to unlock the value of The AP's audiences by re-architecting their ad stack infrastructure and supply path, creating an efficient market and "right pricing" the value of their audience. The AP leveraged this information to target prospects for monetized opportunities and launched a new monthly newsletter that had over a third of recipients open and engage with the content.
"As one of the most trusted news agencies, we have a wealth of knowledge and information. We partnered with Kubient to gain a better understanding of the data behind our content," said Julie Tucker, Vice President of Global Marketing at The Associated Press. "Kubient was able to unlock the patterns of our readers' engagement so we can now make the most informed decisions and investments around our customer acquisition strategy."
Kubient is a technology company with a mission to transform the digital advertising industry to audience-based marketing. Kubient's next generation cloud-based infrastructure enables efficient marketplace liquidity for buyers and sellers of digital advertising. The Kubient Audience Cloud is a flexible open marketplace for advertisers and publishers to reach, monetize and connect their audiences. Kubient's platform provides a transparent programmatic environment with proprietary artificial intelligence-powered pre-bid ad fraud prevention, and proprietary real-time bidding (RTB) marketplace automation for the digital out of home industry. The Audience Cloud is the solution for brands and publishers that demand transparency and the ability to reach audiences across all channels and ad formats.
ADVERTISER CAMPAIGN MANAGEMENT
Sila | February 24, 2022
Sila Inc., a fintech software platform that provides payment infrastructure as a service, today announced that it partnered with dash.fi, a vertical fintech company serving the multi-million digital advertising industry, to create the first charge card purpose-built for advertisers. Close to $500 billion dollars are currently spent on digital ads globally every year. That number grew by 30% in 2020 and 25% in 2021. In partnering with Sila’s payment technology, dash.fi has designed its next-day-settle charge card to meet the specific operational and liquidity needs of e-commerce merchants that spend millions on marketing.
Traditional banks and credit card providers can’t meet the needs of eCommerce brands because their legacy credit card products don’t provide flexibility in underwriting, spending limits, or the transparency that growing eCommerce brands require to successfully scale their businesses. dash.fi’s 10x revenue growth in 2021 is evidence that this underserved segment of the credit card market is a massive market opportunity waiting to be captured.
dash.fi and Sila have partnered to solve complex payment-related problems for advertisers with a charge card that addresses:
Seasonal fluctuations in ad spend experienced by eCommerce brands
Daily surge spending that takes place during peak spend days like Presidents Day, Black Friday or Prime Day
The global, multi-platform nature of the digital advertising market that puts tremendous pressure on existing payment solutions
“It’s almost as if successful advertisers whose campaigns take off and deliver are being punished and crippled by credit card rules that were written by an industry decades ago,” said Zach Johnson, Founder and CEO, dash.fi. “The legacy card providers and other financial institutions simply don’t understand the everyday needs of eCommerce brands as they work to grow their businesses. The dash.fi card meets the critical needs of advertisers and makes sure they have everything they need to maximize growth in a highly competitive market. We look forward to working with Sila to continue to innovate for our customers.”
Sila’s payment infrastructure as a service allows dash.fi to access bank accounts securely and in compliance with applicable regulatory regulation. Sila’s KYC and KYB services reduce the risk of fraud and provide critical data points that allow dash.fi to provide better services to its commercial clients. The ability to use Sila’s technology to offer numerous virtual cards is a significant competitive advantage for dash.fi’s when talking to its customers.
“The new financial world that we at Sila are envisioning is all about replacing generic one-size-fits-all solutions with tailored services that make all the difference for a specific audience,” said Shamir Karkal, CEO and co-founder of Sila Inc. “dash.fi is a shining example of what is possible and we are proud to be their technology partner.”
Sila is a fintech software platform that provides payment infrastructure as a service, a business-critical element for all companies that need to integrate with the US banking system and blockchain quickly, securely, and in compliance with applicable US regulation. Sila offers Banking, Digital Wallet & ACH Payments APIs for Software Teams. The firm was recognized as a ‘2021 best place to work in financial technology’. Sila is headquartered in Portland, Oregon.
dash.fi is the world’s first charge card built exclusively for advertisers to help them scale ad spend and maximize growth of their businesses. The dash.fi card is purpose-built with personalized statement cycles, smart card authorizations, and bespoke underwriting to streamline and stabilize digital ad payments for scaling global brands.