Ad Tech and Martech
PR Newswire | September 12, 2023
Healthcare advertising technology leader DeepIntent announced the launch of DeepIntent Copilot, a groundbreaking step toward more integrated and intelligent healthcare advertising using connected artificial intelligence (AI). Seamlessly bridging media spend and clinical outcomes, Copilot is a new tool that works alongside marketers to offer actionable insights and recommendations that optimize marketing decisions and drive more relevant connections with patients and healthcare providers (HCPs) across the path to prescription.
Driven in part by digital access, patients are now active participants in their health journey, offering pharma marketers more opportunities to activate cohesive, data-driven strategies across patients and their HCPs. However, that data is often siloed within numerous point solutions, which makes it challenging for brands to know they're reaching the right HCP and patient audiences with maximum efficiency and performance. Additionally, their investments are equally fragmented across various channels and partners, each with nuances that often result in measurements that are too delayed to be actionable.
DeepIntent's unique ability to connect data across planning, activation, and measurement has already begun to solve these challenges. DeepIntent Copilot builds on this foundation using generative and connected AI to create an interactive experience that surfaces meaningful insights and recommendations based on real-time media data tied to clinical outcomes. The result is a platform that empowers healthcare marketers to streamline campaign activation and focus their media investments on the audiences and strategies that drive measurable growth and ultimately improve patient outcomes.
Examples of DeepIntent Copilot driving performance and efficiency include:
Pre-optimizing campaigns with audience recommendations that maximize performance against specific goals, like audience quality and verified patient reach
Maximizing media investment during activation with campaign and channel insights rooted in real-world clinical outcomes
Generating recommendations to traders for enhancing scale and performance forHCP and patient campaigns
Evaluating the value of millions of ad opportunities per second and prioritizing those that drive higherAQ and increase scripts
"AI remains artificial unless you have fully integrated data and solution connectivity, which DeepIntent's platform provides. DeepIntent Copilot marks the dawn of a new category of DSP: an intelligent DSP which supercharges all existing advantages of a healthcare DSP with AI. Our platform already allowed marketers to do it all in one place. By having AI everywhere, we simplify campaign planning and reduce the time required to achieve positive ROI by giving marketers and their agencies the tools they need to be dynamic. This allows them to detect and anticipate changes in the marketplace and adapt their campaigns and strategies in real-time," said Chris Paquette, Founder and CEO of DeepIntent.
To learn more about DeepIntent, visit www.deepintent.com/.
About DeepIntent
With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn.
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Ad Tech and Martech
Integral Ad Science | October 19, 2023
Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites.
MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift.
IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies.
IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites.
Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance.
Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale.
"Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers."
The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
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Ad Tech and Martech
PR Newswire | September 21, 2023
Publica, a leading Connected TV (CTV) ad server owned by Integral Ad Science (IAS), today formally announced their renewed global partnership with Samsung Ads, powered by proprietary ACR data, a leading provider of advanced TV advertising solutions to some of the world's biggest brands. This collaboration enables Samsung Ads to enhance its streamed content with a traditional TV-like viewing experience, while maximizing CTV advertising revenue via the introduction of a programmatic unified auction for the premium ad slots within their streamed ad breaks.
CTV advertising is escalating rapidly and poised to grow in 2023 to $25.9 billion, according to GroupM's mid-year forecast.
Advertisers have programmatic access to Samsung Ads Connected TV (CTV) inventory on Samsung's free ad-supported streaming service, Samsung TV Plus.
As a demand agnostic CTV Ad Server, Publica helps global publishers and TV manufacturers deliver a seamless ad experience via the introduction of Server-Side Ad Insertion (SSAI), while also helping publishers maximize revenue by running a unified-auction between multiple SSPs and ad exchanges.
Through this relationship with Publica, Samsung Ads is providing advertisers with enhanced buying techniques similar to those of linear TV. This includes competitive separation, frequency management and the ability to purchase the first slot within ad pods – much like standard TV commercial breaks.
Key Publica technology products that Samsung Ads has implemented include:
Advanced Ad Serving — Samsung Ads has the ability to deliver advanced CTV ad breaks with the granular controls required by advertisers to target, and with the ability to optimize each slot by revenue per second within the pod.
Advanced Ad Pod Decisioning — Gives Samsung Ads the ability to guarantee an advertiser first pod placement, and own a pod by brand category, helping with competitive separation and buy side frequency management.
Unified Auction — Enables Samsung Ads to run a controlled, unified auction of all demand sources to extract the highest yielding ad per slot in each streaming ad pod. Samsung Ads is also using the Publica 'Live Logs' feature to enable real time transparency into each of the programmatic auctions within which the company's inventory is cleared; this permits Samsung Ads to optimize yield and data strategies in real time to ensure they do not lose demand to supply path optimization (SPO).
Publica by IAS has been instrumental recently in helping the IAB Tech Lab to build out the new protocols that bring increased security and targeting to streaming ad breaks via the introduction ofOpenRTB 2.6, and alsoads.cert 2.0 that secures the practice of SSAI. In implementing Publica CTV ad decisioning technology, Samsung Ads can ensure its CTV inventory is being targeted and served in the most secure way possible, providing its advertisers with the controls and transparency they require.
"We're excited to renew our partnership with Samsung Ads and provide them with the ad decisioning technology to grow their global advertising revenues and empower Samsung Ads with the ad serving capabilities to improve their streamers' viewing experiences on CTV," said Sean Galligan, CRO, Publica by IAS.
"As consumer viewing behaviors continue to rapidly evolve and shift towards streaming, it's critical that our ad serving technology is equally evolved and sophisticated," said Craig Chinn, Vice President, Programmatic, Samsung Ads. "By expanding our successful partnership with Publica, we ensure a high-quality experience for viewers while also delivering advertisers the control and transparency needed to effectively reach CTV audiences."
About Samsung Ads
Samsung Ads is Samsung Electronics' advertising ecosystem, spanning hundreds of millions of smart devices across TV, mobile, desktop, and beyond. Our deep understanding of consumers and unmatched position at the intersection of hardware, software and advertising delivers quantifiable results for brands on a massive scale.
With the largest single source of TV data in the market, reaching 3 in 4 U.S. households, Samsung Ads unlocks unmatched opportunities to engage consumers during connected moments that matter. Today, Samsung Ads serves over 25 countries around the globe.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Publica by IAS is a leading Connected TV (CTV) ad platform that works with many of the world's biggest broadcasters, TV manufacturers, and OTT apps, providing solutions to maximize their revenue across their CTV inventory. For more information on Publica by IAS, visit getpublica.com
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