Apple has a plan to make online ads more private

Apple | May 22, 2019

For years, the web has been largely free thanks to online ads. The problem is that nobody likes them. When they’re not obnoxiously taking over your entire screen or autoplaying, they’re tracking you everywhere you go online. Ads can track where you go and which sites you visit and can be used to build up profiles on individuals — even if you never click on one. And when you do, they know what you bought and then they share that with other sites so they know you were up late buying ice cream, cat food or something a little more private. The obvious logic would be to use an ad-blocker. But that’s not what keeps the internet thriving and available. Apple  says it’s figured out some middle ground that keeps ads alive but without their nefarious ad tracking capabilities. The tech giant came up with Privacy Preserving Ad Click Attribution. Yes, it’s a mouthful, but the tech itself shows promise.

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Thumbvista for over a decade now has been focused on finding the right digital audience for our client’s advertising.

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Thumbvista for over a decade now has been focused on finding the right digital audience for our client’s advertising.

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AD TECH AND MARTECH

Upsolver Announces Support for AWS for Advertising and Marketing Initiative

Upsolver | December 01, 2022

Upsolver, the company dedicated to making data in motion accessible to every data practitioner, announced support for the AWS for Advertising and Marketing initiative from Amazon Web Services (AWS) to help accelerate advertising and marketing transformation. AWS for Advertising and Marketing is an initiative featuring services and solutions purpose-built to meet the needs of advertising agencies, marketers, publishers, ad technology providers, and analytics service providers. The initiative helps customers deliver personalized ad experiences, optimize ad serving performance and cost, and innovate on audience segmentation and attribution. It simplifies the process for industry customers to select the right tools and partners helping accelerate their production launches and see faster time to value. Upsolver SQLake is a platform for building data pipelines that ingest and combine real-time events with batch data sources for up-to-the-minute analytics. It provides ground-breaking time-to-value, since any SQL user can build a pipeline simply by writing a query. SQLake automates the pipeline engineering tasks that create severe development bottlenecks – chores such as orchestration, file system optimization and infrastructure scaling. AWS empowers advertisers and marketers to reinvent workloads with solutions to improve audience and customer data management, privacy-enhanced data collaboration, advertising platforms, marketing measurement and ad intelligence, and personalized digital customer experiences. For customers looking for prescriptive, solution-specific support, AWS for Advertising & Marketing identifies leading industry partners in each area. With SQLake, advertisers and marketers achieve a leap in time to delivery and data freshness for use cases such as machine learning (ML) model training, campaign performance management and optimization, dynamic audience segmentation, real-time bidding, ROI reporting, data science and ad hoc analytics. Beyond making data engineers 10X more productive it enables self-service for data users who know SQL – such as data scientists, analysts, ad/marketing ops personnel, product managers and account managers. One benefit of migrating or building advertising and marketing workloads on the most widely adopted cloud is the number of integrations and distribution channels connecting shared data with flexibility and interoperability. Whether you are seeking third party data or tools for better managing first party data, there are both AWS and third-party solutions offered in the AWS Data Exchange, AWS Marketplace, along with the largest community of AWS Partner Network (APN) members, including Upsolver. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “The self-serve, intuitive operability offered by Upsolver has driven an immense amount of efficiency and speed to my team, and enables us to deliver new features quickly that improve ROI for our customers.” Together, Upsolver and AWS help serve the analytics needs of advertising and marketing firms such as AppsFlyer, SimilarWeb, Clinch, Peer39, Mantis, BigaBid and MediaSense. Support for AWS Redshift Serverless is Upsolver’s latest advancement in supporting AWS customers, who can use Upsolver with a broad range of services including Amazon Simple Storage Service (Amazon S3), Amazon Athena, Amazon Kinesis, Amazon Managed Streaming for Apache Kafka (Amazon MSK), Amazon Redshift, Amazon SageMaker and more. Sign up for a 30-day risk-free trial of SQLake today, after which usage is charged at 10 cents / GB of data ingested, with unlimited pipelines and no minimum commit. Upsolver is available for subscription on AWS Marketplace. About Upsolver Upsolver is a tight-knit group of data engineers and infrastructure developers obsessed with removing the friction from building data pipelines, in order to accelerate the real-time delivery of big data to the people who need it. Founded in 2015 by data engineers Ori Rafael and Yoni Eini, Upsolver has grown from an Israeli-based venture focused on adtech to a global business serving customers across many industries including software, manufacturing, oil and gas, health care, and financial services. Upsolver’s platform enables a variety of high-value analytics use cases such as user behavior, IoT monitoring, and log analytics. Upsolver is headquartered in San Francisco with R&D centered in Tel Aviv. Customers span regions and industries, such as Cox Automotive, IronSource, ProofPoint and Wix. Its top-tier investors include Scale Venture Partners, Vertex Ventures US, Wing Venture Capital, and JVP. For more information, please visit www.upsolver.com.

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SOCIAL MEDIA ADVERTISING, BRAND MARKETING, AD TECH AND MARTECH

Cadent and 605 Partner to Drive Outcomes and Return on Ad Spend for Marketers

Cadent | December 15, 2022

Cadent Aperture Platform, the largest independent platform for advanced TV advertising, today announced a partnership with 605, a leading television measurement and analytics company, to understand the full impact of campaigns and measure business outcomes. This partnership enables Cadent's portfolio of clients to gain insight into metrics that matter for their campaigns, while measuring the true ROI of their ad spend. With over 15 reports delivered to-date and more to come in 2023 – across national quick serve restaurants, home goods retailers and some of America's favorite snack brands, Aperture Measurement Marketplace enables clients to transact with confidence on data-driven decisions backed by 605's sophisticated measurement and attribution methodology. "Advertisers are leveraging our platform to optimize the impact of data-driven indexed linear campaigns building on prior campaign performance insights. With our unique insights and cross-screen capabilities, we are excited to work with partners like 605 to support marketers in identifying and reaching their target audience effectively, and ultimately increase sales in a competitive environment." Tony Yi, EVP, Business Development and GM, Platform Sales. Through the combination of Cadent's targeting capabilities underpinned by its patented Aperture Viewer Graph and 605's in-depth measurement and attribution solutions, clients are able to run campaigns with a focus on fueling incremental consumer behavior, successfully driving existing customer households to take action more often, purchase or visit at a higher rate and even spend more on each purchase. Cadent delivers cross-screen TV advertising to 120 million US households across 200+ MVPDs and 92 cable networks, 1,100 broadcast stations, and 100+ OTT networks. "Our superior measurement and attribution capabilities have enabled us to develop a successful reporting cadence with Cadent for a large variety of brand campaigns across their inventory," said 605 VP of Account Management, Alex Freed, and GVP of Client Data Science, Lindsey Woodland. "With the combination of cross-screen insights, third-party sales, location and web pixel data, we've expanded beyond traditional reporting to offer a stronger understanding of what is working, provide teams with data-driven recommendations and quantify the impact of Cadent's unique inventory for their clients." About Cadent Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiency and boosts the results of linear, addressable, and cross-screen campaigns. About 605 605 is a next generation measurement and attribution company focused on driving innovation in the utilization of data to create, execute and measure advanced advertising campaigns. 605 delivers fast, unbiased and actionable insights to the marketplace at scale, allowing clients to maximize media spend and transact with confidence. The company's multi-source deterministic viewership dataset measures up to 34 million households across over 200 U.S. markets and offers whole-home TV viewing visibility by combining the best attributes of set-top box and ACR data. 605 is unique in that its dataset supports 100 percent deterministic audience measurement at the household level while being reportable at the second-by-second level with proprietary projection methodologies, all in a privacy compliant manner.

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DISPLAY ADVERTISING

MAGNA and Roku Find Creative Streaming TV Ads 2X Better Than Traditional TV Ads

MAGNA | January 23, 2023

MAGNA Media Trials, the industry-leading proprietary research offering of MAGNA, and Roku have just announced a new study in cooperation with the Roku Brand Studio, which reveals that new video ad formats in streaming TV are twice as appealing to consumers as traditional TV advertising. Currently, marketers strive to stand out in the transition to streaming. However, traditional TV ads alone miss an opportunity to surprise and excite viewers throughout streamers' journey outside the traditional ad break. Beyond the: 30 on streaming TV investigates how marketers can create more engaging and powerful ad experiences on the platform. There were tests of three new "Beyond the: 30" video ad formats: Roku Original Vignette: A 30-second ad in which a brand references the Roku Original program being streamed. Thematic Tagged Vignette: A 30-second animated commercial in which a brand celebrates streaming. Watch Alongs: During commercial breaks, the brand sponsors discuss the television show or movie being streamed. All three "Beyond the: 30" ads outperformed traditional TV ads in terms of top-of-mind brand recall (+57% "Beyond the: 30" vs. +43%), brand favorability (+8% vs. +3%), and intent to search (+16% vs. +9%). These findings demonstrate the great potential of "Beyond the: 30" advertisements, which include increasing brand awareness and boosting sales. Multiple brands from many verticals participated in the study, including T-Mobile and Subaru. A home-based panel of 1,316 viewers was randomly split between exposed and control groups, who saw their preferred content intermingled with streaming-specific and traditional ads. Following the content viewing experience, viewers were questioned to evaluate the effect on brand key performance indicators (KPIs) and to get a deeper understanding of consumers' perspectives. About MAGNA MAGNA is the worldwide leader in media investment and intelligence. Its reliable data, innovative trial offerings, industry-leading negotiation skills, and exceptional consultancy solutions provide clients and subscribers with a compelling market edge. It is a team of specialists motivated by results, honesty, and curiosity. It helps customers and cross-functional teams through five core competencies: collaboration, education, accountability, connectivity, and enablement. About Roku, Inc. Roku introduced streaming to the TV. The firm connects people to their favorite streaming content, enables content publishers to grow and monetize massive audiences, and provides marketers with unique opportunities to interact with consumers. Roku streaming players and TV-related audio devices are available in the United States and other markets through direct retail sales and licensing agreements with TV OEM companies.

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