AD TECH AND MARTECH
GumGum | March 20, 2023
GumGum, a contextual first, global advertising platform, announced that starting immediately, all impressions running on GumGum’s ad exchange will now have enhanced brand safety protection through Verity™, GumGum’s proprietary and accredited contextual intelligence platform.
Verity is already integrated and applied across GumGum’s PMPs and media business. With this upgrade, GumGum becomes the first 100% brand-safe exchange and is the only direct marketplace that incorporates brand safety on every impression.
Advertisers typically add brand safety layers on their own through a pre-bid solution or their own safety filters. However, GumGum believes it is their responsibility to ensure supply-side safety by integrating an additional layer of protection in its exchange with Verity. Verity is the first independent ad tech platform to have been granted content-level accreditation by the Media Rating Council (MRC) for contextual analysis, brand safety, and suitability across the web and CTV. This accreditation was granted due to Verity’s sophistication and ability to analyse all content signals within a digital environment, including text, images, videos, and audio, to ensure ads are not served against extreme and unsafe content.
“We want brands and agencies to know that when they buy from GumGum’s ad exchange, they can always rely on brand safety and suitability protection, whether that’s through our exchange or PMP activity. Buyers can be assured that every ad we serve has been verified by Verity, creating a safe ad environment against extreme content,” said Adam Schenkel, EVP of global platform strategy & operations at GumGum. “Further, we want publishers to feel confident that we are an additional layer of support in ensuring their content is driving the greatest monetisation from our platform while protecting against brand safety violations.”
In addition to standard display and video placements from top publishers, GumGum’s ad exchange quickly unlocks exclusive inventory using standard formats that are cost-efficient and can be easily scaled through GumGum’s DSP partners, such as The Trade Desk, Xandr, and Google Display & Video 360. Any media buyer has the ability to access unique, high-performing inventory that is exclusive to GumGum through a DSP without a managed deal or campaign by GumGum account teams. The exchange is one of the industry's highest concentrations of direct-to-publisher integrations, enabling the company to provide the most direct route to premium, high-quality inventory for media buyers.
“Every brand has its own suitability thresholds but safety is more black and white. If we have the capability to remove unsafe inventory that advertisers don’t want to advertise against from the onset, why wouldn’t we do that?” said Phil Schraeder, CEO of GumGum. “We see a tremendous growth opportunity with our ad exchange and adding Verity to every ad impression is just one of many exciting things we will be doing with the exchange this year.”
This solution offers higher-quality ads and increased scale across thousands of premium publisher sites that are third-party verified. To ensure quality inventory at scale and an efficient supply chain, GumGum has integrated MediaGuard by HUMAN into the exchange to remove nonhuman and fraud traffic. In addition, GumGum is integrated with NewsGuard who deploy real journalists to fact-check news publications to ensure content accuracy, reliability, and access to high-performing inventory. With a focus on inclusivity, the exchange will also allow advertisers to maximise their KPIs by targeting audiences through customised segments such as multicultural and sustainability with standard and nonstandard ad formats.
GumGum will continue to develop partnerships to grow the scale of the exchange in 2023 and beyond. With a new team dedicated to the innovation and growth of the exchange, GumGum continues to commit to evolving the marketplace to suit the needs of the digital advertising industry.
GumGum’s exchange is available now and accessible to agencies, advertisers and publishers across the globe interested in brand-safe and premium ad inventory.
AboutGumGum
GumGum is a contextual-first global digital advertising platform that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future for consumers, publishers and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide.
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AD TECH AND MARTECH
MonetizeMore | March 06, 2023
MonetizeMore, a company that partners with web publishers and app developers for ad monetization, has acquired Advanced Ads, an ad tech platform. Advanced Ads is a popular WordPress plugin for ad management with over 1,300 votes on WordPress.org and a 4.9-star rating. MonetizeMore's acquisition of Advanced Ads comes after being listed for three consecutive years on The Globe and Mail's ranking of Canada's Top Growing Companies.
MonetizeMore can enhance its ad optimization solutions by acquiring Advanced Ads features, including flexible ad injection and user/page content-based targeting. Incorporating these features will bolster MonetizeMore's existing publisher offering without the need for coding skills.
The acquisition will be implemented immediately, and the two platforms will be integrated shortly. In addition, the company plans to provide continued support to the existing clients of Advanced Ads while introducing them to MonetizeMore's platform, PubGuru, powered by artificial intelligence and other tools.
About MonetizeMore
MonetizeMore is a technology company that specializes in programmatic advertising. It offers various services, including ad optimization, ad inventory management, and ad revenue maximization, which help publishers generate more revenue from their online advertising efforts. MonetizeMore leverages advanced technologies like machine learning and artificial intelligence to provide its clients with personalized solutions tailored to their unique needs. In addition, their team of experts works closely with publishers to analyze their ad performance data and identify areas for improvement. MonetizeMore's goal is to help publishers increase their ad revenue and achieve long-term success in the ever-changing world of online advertising.
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AD NETWORKS
PR Newswire | May 17, 2023
Dotdash Meredith (DDM), the largest publisher in America, today launched D/Cipher, a groundbreaking ad targeting tool that makes intent-based targeting at scale a reality, without cookies. D/Cipher connects advertisers to consumers in key moments of intent – as they make decisions, take action, and pursue their passions across DDM's more than 40 iconic brands, on all devices and platforms. Critically, D/Cipher unlocks Apple (iOS) audiences that have been unreachable by advertising cookies for the past two years, estimated at more than 50% of U.S. digital users.
Developed and built by a world-class data science team based on billions of proprietary consumer interactions and content signals, D/Cipher identifies and harnesses consumer intent associated with every piece of DDM's expert-created, actionable, and brand-safe content. D/Cipher allows marketers to connect directly with consumers across all trusted DDM brands, like Allrecipes, PEOPLE, BHG, Byrdie, InStyle, Verywell, FOOD & WINE, Travel & Leisure, Southern Living, Verywell, The Spruce, and Investopedia. DDM brands help 30 million people each day, and D/Cipher gets smarter with each interaction.
"At DDM, our billions of historical consumer signals offer a unique window into how people make decisions and the intent behind their actions," said Joetta Gobell, PhD, SVP, Data Strategy and Insights at DDM. "D/Cipher uniquely translates user intent into targetable marketing segments so advertisers can reach the right person at the right time with the right message, at scale," she said.
As part of the launch, DDM is also announcing the new Dotdash Meredith Performance Guarantee. For marketers using D/Cipher Intent Targeting, DDM will guarantee a performance lift vs. cookie-based or other based audience-based targeting.
"The biggest problem with online advertising today is that cookies don't work and are going away," said Neil Vogel, CEO at DDM. "We are the only publisher able to combine iconic brands, scale, and intent-driven data to solve this. We can now target based on user needs and intent in a way that is markedly superior to cookie or audience-based targeting. And we guarantee it."
For more on D/Cipher, visit dotdashmeredith.com/advertising.
About Dotdash Meredith
Dotdash Meredith is the largest print and digital publisher in America. Nearly 200 million people trust us each month to help them make decisions, take action, and find inspiration. Dotdash Meredith's over 40 iconic brands include PEOPLE, Better Homes & Gardens, Verywell, FOOD & WINE, The Spruce, Allrecipes, Byrdie, REAL SIMPLE, Investopedia, and Southern Living. Dotdash Meredith is based in New York City and is an operating business of IAC (NASDAQ: IAC).
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