AD NETWORKS
Poshmark Inc | August 13, 2021
Second-hand retailer Poshmark Inc on Tuesday forecast third-quarter revenue largely below estimates and warned that its marketing efforts were taking a hit from Apple Inc's new privacy controls over digital advertising tracking.
Poshmark's shares slipped 7% in after hours trading, poised to settle more than 25% below its initial public offering price in January.
Apple in April enforced a rule requiring developers to seek permission for gathering data that can be used to track users across other sites and apps. Facebook Inc had criticized the policy, saying it could harm customers.
Poshmark, which relies on social media marketing to draw in shoppers, felt the impact of Apple's new policy late in the second quarter and expects it to continue into the current quarter as well, Chief Executive Officer Manish Chandra told Reuters in a call.
The company forecast third-quarter revenue of $81 million to $83 million, with the mid-point slightly below estimates of $82.4 million.
But Chandra was confident the effects of Apple's policy were only temporary, as Poshmark has been spending heavily on alternatives such as TV ads and tie-ups with celebrities like Marie Kondo.
"It will work itself out as we go through the quarter and the second half, largely because our channels are quite diversified and super adaptable," Chandra said.
Poshmark said revenue rose 22% to $81.8 million in the second quarter, beating Refinitiv IBES estimates of $80.3 million, as it pulled in thrifty young buyers looking for more environmentally sustainable ways to shop for everything from pre-owned T-shirts to high-end boutique dresses.
The Delta variant of the coronavirus was not a major concern for Poshmark in its revenue outlook, Chandra said.
Smaller rival ThredUp Inc's shares rose over 7% on Tuesday after its second-quarter revenue surpassed estimates. It also forecast third-quarter revenue above expectations.
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MOBILE ADVERTISING
InMobi, HUMAN Security, Inc. | August 25, 2021
HUMAN Security, Inc. (formerly White Ops), a cybersecurity company that protects enterprises from bot attacks to keep digital experiences human, today announced a partnership with InMobi, a leading provider of marketing and monetization technologies that fuel industries around the world. The partnership, which includes a direct integration with HUMAN’s MediaGuard solution, enforces both companies’ commitment to building a transparent and fraud-free in-app advertising ecosystem with real-time visibility and active protection against malicious bot activity. In addition, InMobi is joining the Human Collective as part of a continued, collaborative effort to disincentivize cybercrime by raising the consequences and practical cost of fraud through shared resources and cooperation across the industry.
By the end of 2021, mobile is projected to account for 75% of total digital ad spend. Combined with global smartphone adoption, mobile advertising is particularly attractive to bad actors. As one of the largest mobile in-app exchanges in the world, InMobi’s partnership with HUMAN and deployment of MediaGuard across all of its inventory reflects the continued commitment by InMobi to protect mobile advertisers from fraud while also strengthening HUMAN’s mobile fraud capabilities.
“InMobi is committed to transparency, trust-based relationships, and delivering optimal business results to our advertisers globally. We were the first in-app marketplace to have our entire inventory verified by an independent MRC accredited vendor. This partnership reaffirms and enhances that commitment,” said Kunal Nagpal, Senior Vice President and General Manager, Publisher Platform and Exchange at InMobi. “InMobi is also proud to be the first in-app Human Collective partner in the battle against mobile app fraud. We strongly believe that the industry can eliminate fraud only through such an open collaboration.”
HUMAN is the first solution in the space to be fully accredited by the Media Rating Council (MRC) for end-to-end coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV). This includes accreditation for pre- and post-bid detection and mitigation of SIVT, which is notoriously challenging to detect as fraudsters attempt to mimic genuine user behavior. The partnership with InMobi ensures that customers and partners will be protected from emerging forms of SIVT – background ad activity, hidden ads, app misrepresentation/spoofing, measurement manipulation and more – while guaranteeing always-on fraud filtering and measurement across the platform, covering 100% of the inventory available on InMobi Exchange.
“To sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships,” said HUMAN Co-Founder and CEO Tamer Hassan. “With its global command of the mobile in-app market, this partnership with InMobi strengthens HUMAN’s ability to fight sophisticated cybercrime and creates a more trusted environment for digital advertising. InMobi’s total, direct integration with MediaGuard uplevels its ability to enable brand-safe transactions within its exchange.”
As an extension of the partnership, InMobi is also joining the Human Collective, HUMAN’s newly launched initiative that brings together players throughout digital advertising to create a collectively protected ecosystem. InMobi is the leading mobile exchange to join the Collective, significantly boosting HUMAN’s mobile detection presence.
Earlier this year, HUMAN and members of the Human Collective disrupted PARETO, the most sophisticated CTV fraud operation ever uncovered. At its height, the botnet used dozens of mobile apps to impersonate or spoof more than 6,000 CTV apps, accounting for an average of 650 million ad requests every day. The Collective’s members worked in concert to act against the botnet and its operators, demonstrating the importance of a shared value set for the digital advertising ecosystem.
About InMobi
InMobi is a leading provider of marketing and monetization technologies that fuel industries around the world. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds.
About HUMAN
HUMAN is a cybersecurity company that protects enterprises from bot attacks to keep digital experiences human. We have the most advanced Human Verification Engine that protects applications, APIs and digital media from bot attacks, preventing losses and improving the digital experience for real humans
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ADVERTISER PLATFORMS
Adsonica, IAB Europe | October 06, 2021
Adsonica, the leading audio display advertising solution, announced its approved status as the latest vendor to join IAB Europe's Transparency & Consent Framework (TCF) and its Global Vendor List (GVL). By joining the TCF, Adsonica provides clients with independent assurance that it operates to the highest standards of data protection across audio display ad measurement.
The framework, which was launched in April 2018, is designed to help all parties in the digital advertising chain ensure that they comply with the EU's General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user's device, such as cookies, advertising identifiers, device identifiers and other tracking technologies.
The Framework was developed by IAB Europe in collaboration with organizations and professionals in the digital advertising industry. It provides transparency to consumers about how, and by whom, their personal data is processed. It also enables users to express choices.
The Adsonica application does not collect any personal data or apply cookies – only aggregating anonymous ad measurement data for reporting purposes.
"We designed our analytics capability in concert with enterprise data platform provider Aqfer ensuring that we delivered the highest standards of information security and data privacy, Becoming a registered member of the IAB Europe's TCF was an essential commitment to providing transparency and consent for all parties in the audio display advertising ecosystem."
said William Agush, CEO and Founder of Adsonica.
Parties interested in joining the Framework to give audiences full visibility and control over who can process their data in connection with advertising.
About Adsonica
Adsonica is the leading audio display ad creation solution that allow marketers to combine traditional display advertising with the storytelling power of sound. With no coding, audio tags or third-party players, the company's patented technology offers a better experience for both advertisers and consumers and delivers incremental lift of 50% or more.
About IAB Europe Transparency and Consent Framework
IAB Europe is the European-level association for the digital marketing
and advertising ecosystem. Through its membership of National IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programs that enable the business to thrive in the European market.
Transparency and Consent Framework or (TCF) was launched after an extensive industry consultation with IAB Europe and IAB Tech Lab members and the broader digital advertising industry in order to provide a unified GDPR consent solution to comply with privacy laws across Europe.
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