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Ampersand's Total TV Measurement Solution Offers Advertisers Insight Across Their Entire Multiscreen TV Investments

Ampersand | September 18, 2021

Ampersand, the audience-first TV advertising sales, data and technology company, announced today the availability of its Total TV Measurement solution for advertisers and agencies. This new capability allows Ampersand to offer brands as well as local advertisers the ability to unify and consolidate the measurement of audience-based media delivery across all of their TV investment channels – including network, spot and addressable– and activate across Ampersand's full footprint of multiscreen TV supply.

Against the backdrop of today's fragmented television marketplace in which viewers access programming in live and time shifted environments, and on a variety of screens, it is increasingly difficult for brands and agencies to measure de-duplicated reach and frequency across the entirety of their multiscreen TV investments. As a result, brands struggle to holistically understand whether their target audience is being underserved or overserved. Ampersand's Total TV Measurement solution is designed to close this knowledge gap, and drive insights to allow brands to optimize the performance of their TV investments.

For brands, Ampersand's Total TV insights – derived from using aggregated data from 40 million set top box households, and with a commitment to protecting personal information –empowers advertisers with a true understanding of de-duplicated reach of their total multiscreen TV investments. This understanding unlocks the ability for brands to identify new reach opportunities across the full breadth of their network, cable and addressable TV campaigns. Unlike other standalone measurement solutions, Ampersand can then activate on the de-duplicated reach insight with media solutions that solve for incremental reach needs across all screens to re-balance their investment.

"Ampersand's Total TV measurement has empowered RPA and our clients with access to multi-screen insights, which was not possible before," said Brian McCord, Senior Vice President, Executive Director of Media Strategy at RPA, a Santa Monica-based advertising agency. "The learnings have been instrumental to our strategic planning team, enabling them to plan the most effective and efficient campaigns that drive real business outcomes for our clients. RPA uses this tool to navigate planning across all TV to ensure we understand the unique viewership of our target audience and can collaborate with our investment teams accordingly."

For local advertisers, Ampersand now also offers reach, frequency and spend insights against their local broadcast investments. With the breadth and scale of the unique data set powering Ampersand's Total TV Measurement solution, local advertisers can also understand how brand audiences are being delivered across all local TV inventory and decision on how to effectively re-balance spend allocation across broadcast and cable. Analyzing de-duplicated reach for a market level campaign across all three channels provides powerful insights to local advertisers to increase reach and frequency at the optimal level.

"One of the biggest pain points for CMOs in today's fragmented TV landscape lies in the difficulty of frequency management in service of a more efficient multiscreen TV investment strategy," said Ampersand President Andrew Ward. "We are excited to offer our Total TV analytics and measurement package to help advertisers finally understand who they are underserving or overserving across their multiscreen TV investment."

Ampersand's Total TV Measurement solution is available today as a managed service and will soon be available on Ampersand's AND Platform. The AND Platform is the first advanced buy-side TV platform to centralize campaign planning, buying and measurement within a single interface, supporting local, addressable and national TV investment strategies.

About Ampersand
Ampersand is a data-driven TV advertising sales and technology company with the mission of enabling advertisers to reach their audiences across the full range of TV and digital environments. With a commitment to constant innovation and growth, Ampersand reaches 85 million households leveraging unique data insights to connect brands with audiences to drive desired outcomes.

Spotlight

This short video explains how digital advertising works for your business.The good news? You’ve got digital experts waiting to help! Netsertive has technology and real live people to help you turn online research in YOUR MARKET into new customers swinging your doors. Just give us a call at 1.800.940.4351.First, take a deep breath. Digital marketing sounds confusing. But it’s not. Here’s what you need to know.In the past, customers used the Yellow Pages to find you. Today the Internet is the new Yellow Pages. People use Google and Bing to search for local stores when they’re ready to buy. Netsertive makes it easy for your store be visible when customers type in a search. And when they click your search engine marketing (SEM PPC) ads, they land right on your store website.

Spotlight

This short video explains how digital advertising works for your business.The good news? You’ve got digital experts waiting to help! Netsertive has technology and real live people to help you turn online research in YOUR MARKET into new customers swinging your doors. Just give us a call at 1.800.940.4351.First, take a deep breath. Digital marketing sounds confusing. But it’s not. Here’s what you need to know.In the past, customers used the Yellow Pages to find you. Today the Internet is the new Yellow Pages. People use Google and Bing to search for local stores when they’re ready to buy. Netsertive makes it easy for your store be visible when customers type in a search. And when they click your search engine marketing (SEM PPC) ads, they land right on your store website.

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AD TECH AND MARTECH

Amazon Exploring Ways to Streamline Ad ID Overload

Amazon | June 01, 2022

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.”

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Integral Ad Science Goes Public Amid a Surge in Adtech Stocks Fueled by Google

Integral Ad Science | July 01, 2021

Integral Ad Science (IAS), an ad-tech firm specializing in ad verification, revealed its initial public offering (IPO) pricing today. Its trading floor debut comes after a wave of optimistic bets on adtech companies such as The Trade Desk, Magnite, LiveRamp, and Criteo after Google's statement on Thursday that it would postpone the deprecation of third-party cookies until 2023. Here is what they must do. understand the marketers Every day, IAS utilizes its dataset of over 100 billion online transactions to verify and protect digital advertisements and guarantee that humans rather than bots see them. Works with over 2,000 companies and publications worldwide. This year, the business has done well as distant enterprises seeking to recover losses incurred by Covid have increased their investment in digital advertising. As a result, it generated $ 240.6 million in revenue for 2020, rising 13% and achieving a 28% increase in adjusted EBITDA. Furthermore, industry trends suggest that the company's growth model is likely to continue - digital ad expenditure is expected to surpass $ 455 billion this year, up from just over $ 378 billion in 2020, according to a recent eMarketer study. The increase in ad spending is expected to generate additional business for IAS. According to the business, its current estimated value is approximately $ 2.4 billion. The company started trading on the Nasdaq today under the symbol IAS, issuing 15 million common shares at a price of $ 18 a share. The IPO is scheduled to conclude on July 2, but underwriters have a 30-day opportunity to buy up to 2.25 million more shares. The total IPO proceeds are anticipated to be about $ 270 million. The firm said in a statement that the net proceeds of the sale would be used to repay a portion of the IAS loans. According to IAS research, connected television (CTV) audiences are increasing, which will generate more advertising inventory and may boost demand for ad security and verification solutions like those provided by IAS. Furthermore, with the impending deprecation of third-party cookies, many experts anticipate that contextual targeting approaches, in which a message is automatically put based on relevant digital material, will gain traction in the next year or two. Because contextual ads will need validation and security procedures, IAS sees the shift toward context as an excellent opportunity to grow your business. Importantly, Google stated this week that the planned deactivation of the third-party cookie would be postponed. Advertisers and publishers will now have until the middle to late 2023 before the cookies are no longer available. Adtech stocks surged in reaction to the news. IAS may gain from reactive activity as well. The increasing demand for our solutions on social and connected TV platforms and the need for more advanced contextual targeting tools are all positive drivers for our business, according to company CEO Lisa Utzschneider. Our IPO allows us to continue innovating by expanding our technology and investing in exceptional talent, especially engineers. We will continue to provide advanced tools to marketers and publishers to navigate the future of digital media quality.

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New Study from the UH Law Center Finds Racial and Ethnic Disparities in Lending Industry Advertising

University of Houston Law Center | December 27, 2021

A new study authored by University of Houston Law Center Professor Jim Hawkins and student Tiffany Penner and published in the Emory Law Journal indicates that the payday lending industry often targets Black and Latino communities in advertising their products, while the mainstream banking industry targets white consumers. In "Advertising Injustices: Marketing Race and Credit in America," Hawkins and Penner present two empirical studies they conducted on lenders in Houston, which verified these disparities in online advertising. "Everyone knows that advertising affects behavior, so we were interested in how banks and payday lenders advertise," the authors said. "Social scientists have shown that people buy goods and services when they see other people who look like them buying those products. We wanted to know if banks and payday lenders were depicting their customers in a way that represented the general population or only some races." The study found: While African Americans make up only 16% of auto title lending customers and 23% of payday lending customers, 35% of the photographs on these lenders' websites depict African Americans. 77% of the advertisements at physical locations of auto title and payday lenders in the study targeted racial minority groups. 30% of mainstream bank lender websites featured no African American models and almost 75% featured no Latino models. In contrast, only 3%—a single bank's website—did not feature a white model. Recent news articles citing Hawkins and Penner's scholarship, examine how loan lenders are maximizing their profits by requiring high interest rates during the COVID-19 pandemic when many people have been vulnerable and in difficult financial positions. Data analysis by Bloomberg shows that Black and Latino communities have become prime targets, and the article reports that many people have had to set aside government pandemic relief funds to help pay off debts. Hawkins and Penner examined two important negative consequences that emerge from targeting African Americans and Latinos for payday and title loans while pictorially excluding them from mainstream banks. The first consequence is that the advertising works, and African Americans and Latinos are more likely than white customers to use high-cost credit. They also found that advertising forms societal norms and expectations of where people "fit." This in turn, according to the study, creates a "self-sorting" effect and contributes to racial disparity in credit access. Hawkins and Penner's goal for the study is to achieve a positive impact that will change the way lenders advertise. Specifically, they encourage financial institutions to eliminate discriminatory marketing that omits certain racial groups, as some banks currently only feature white models in advertisements. "We hope that businesses will voluntarily change their advertising practices to represent people from all races in their advertising," the authors said. "Additionally, we urge Congress to amend the Equal Credit Opportunity Act to explicitly prohibit discriminatory advertising by creditors, and federal regulatory bodies to use that Act as well as the Community Reinvestment Act to make bank's and payday lender's advertising equitable." Hawkins serves as the Alumnae Professor of Law at the UH Law Center. He earned his J.D. from the University of Texas School of Law, where he was the grand chancellor and served as the chief articles editor of the Texas Law Review. During his career, he has published or placed articles in publications such as Science, the UCLA Law Review and more. His research has been featured in top-tier media outlets such as the New York Times and the Washington Post. Penner is a rising third-year student at the UH Law Center, where she is a member of the Houston Law Review and served on the executive board for the First-Generation Professionals student organization. During law school, she worked as a summer associate at King & Spalding and a judicial intern for Lee H. Rosenthal, Chief Judge of the U.S. District Court for the Southern District of Texas. Before law school, she worked at NASA as a contracts specialist for the International Space Station Program.

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