Blockchain in Media, Advertising, and Entertainment Market is slated to grow rapidly in the coming years

gizmoposts | February 27, 2019

Consequently, digital advertising relies heavily on stalking online users. Effective advertising targets the people most likely to buy the product. Therefore, advertisers collect user data to determine where to most effectively deploy their resources. Advertisers gather as much personal data as possible and store this data in a centralized manner.

Spotlight

The digital advertising ecosystem isn’t in a great place. While growth in digital is booming, the most essential members of the ecosystem (namely advertisers and publishers) are frustrated and powerless in the face of an increasingly apparent reality: digital advertising has a transparency problem. In an age where measuring the performance of ad campaigns is paramount, marketers are unable to fully understand the value they deliver. As has become true for most industries, data is the key to measuring performance. But in advertising, data is trapped and siloed in black box technologies, causing data disagreements and opening the door for fraudulent activities. The end result? Waste. Wasted money. Wasted time.

Spotlight

The digital advertising ecosystem isn’t in a great place. While growth in digital is booming, the most essential members of the ecosystem (namely advertisers and publishers) are frustrated and powerless in the face of an increasingly apparent reality: digital advertising has a transparency problem. In an age where measuring the performance of ad campaigns is paramount, marketers are unable to fully understand the value they deliver. As has become true for most industries, data is the key to measuring performance. But in advertising, data is trapped and siloed in black box technologies, causing data disagreements and opening the door for fraudulent activities. The end result? Waste. Wasted money. Wasted time.

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AD TECH AND MARTECH

RTB House Partners with Integral Ad Science to Enhance Measurement & Brand Safety Capabilities

RTB House, Integral Ad Science | October 31, 2022

RTB House, the ad tech platform powered by unique deep learning algorithms, has partnered with Integral Ad Science (IAS), a global leader in digital media quality, to provide brands and agencies with transparent, fraud-free, brand safe advertising with increased measurement efficiencies. The partnership will allow RTB House, which provides marketing solutions for top brands and agencies worldwide, to match advertisers’ brand risk threshold and avoid risky content by activating IAS’s publisher verification technology. It will also measure viewability and invalid traffic (IVT) rates, thus improving media quality standards and ensuring greater campaign end results. IAS’s solution spans media buyers and sellers, reducing discrepancies, eliminating impression waste, and creating a frictionless environment. RTB House clients will have greater transparency and measurement of impressions to better align with client expectations, and more effectively achieve advertising goals. Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions." Mateusz Jędrocha, head of upper-funnel solutions development at RTB House, said, “Our partnership with IAS is the latest in a series of collaborations with industry players, as we seek to ensure optimum ad campaign performance for clients that guarantees brand-safe, transparent, and highly measurable impressions. The deep learning algorithms that power the RTB House engine make ad campaigns up to 50% more efficient than those using standard machine learning techniques. By working with major digital media quality partners, we can offer our customers an extra layer of comfort that ensures their marketing budgets are driving real value for the entire business.” Yannis Dosios, global chief commercial officer at IAS, adds, “Our mission at IAS is to be the global benchmark for trust and transparency in digital media quality. By partnering with RTB House we can help ensure the brands and agencies it works with gain greater transparency and a more complete view of their media buys to boost confidence around campaign performance.”

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AD NETWORKS

Entravision and Meta Partner in Ghana

Entravision, Meta | October 14, 2022

Entravision (NYSE: EVC) a leading global advertising solutions, media and technology company, announced today that its Africa-based digital business unit, Entravision 365 Digital in Ghana, has become the Authorized Sales Partner of Meta, the company that owns Facebook, Instagram and WhatsApp. Entravision 365 Digital will provide support, training, lines of credit and local billing to advertisers in the Ghanaian market, thereby enabling them to meet their business objectives. “This partnership reinforces our commitment to advertisers to connect brands to consumers through local strategic support, creative expertise and relevant in-market training,” said Julian Jordaan, Chief Executive Officer of Entravision 365 Digital. “This partnership reinforces our commitment to advertisers to connect brands to consumers through local strategic support, creative expertise and relevant in-market training,” said Julian Jordaan, Chief Executive Officer of Entravision 365 Digital. “As we continue to expand our presence throughout the continent of Africa, we are thrilled to partner with Meta as their Authorized Sales Partner in Ghana to equip and empower local businesses with our top-notch advertising expertise.” Jordaan continued, “We are also pleased to welcome Stephen Sawyerr as Country Manager to spearhead our partnership with Meta in Ghana. With over 10 years of management, digital marketing and brand building expertise, Stephen is very well equipped to build a world-class team to support Entravision’s growth in West Africa.” Entravision 365 Digital, as an Authorized Sales Partner, will deploy dedicated local expert teams in Ghana to provide businesses with each of the tools crucial to sales growth, while also assisting these same customers in deploying their advertising investments more efficiently across the Meta family of products. "Ghana is an important country for Meta, and it is a priority for us to invest in the market and to be closer to the people and businesses here,” said Enitan Denloye, Regional Director, Meta Africa. “As such, we are happy to bring in Entravision 365 Digital as Meta’s Authorized Sales Partner in Ghana and believe that with their robust local market insights and expertise, we can provide better support for businesses and agencies locally, helping them unlock their potential growth.” About Entravision Entravision is a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers. Our dynamic portfolio includes digital, television and audio offerings. Digital, our largest revenue segment, is comprised of four business units: our digital sales representation business; Smadex, our programmatic ad purchasing platform; our branding and mobile performance solutions business; and our digital audio business. Through our digital sales representation business, we connect global media companies such as Meta, Twitter, TikTok and Spotify with advertisers in primarily emerging growth markets worldwide. Smadex is our mobile-first demand side platform, enabling advertisers to execute performance campaigns using machine learning. We also offer a branding and mobile performance solutions business, which provides managed services to advertisers looking to connect with global consumers, primarily on mobile devices, and our digital audio business provides digital audio advertising solutions for advertisers in the Americas. In addition to digital, Entravision has 49 television stations and is the largest affiliate group of the Univision and UniMás television networks. Entravision also manages 45 primarily Spanish-language radio stations that feature nationally recognized, Emmy award-winning talent. Shares of Entravision Class A Common Stock trade on the NYSE under ticker: EVC. Learn more about our offerings at entravision.com or connect with us on LinkedIn and Facebook. About Entravision 365 Digital Entravision 365 Digital is an African online media and ad-technology business with a rich heritage in the African advertising industry. For 23 years the business has represented the largest publishers and platforms in Africa and have helped global brands reach connected consumers and drive business impact. With a mission to connect publishers to brands, and brands to consumers, Entravision 365 Digital helps brands reach audiences at scale through its exclusive partnership with leading platforms like TikTok, Anzu, Triton Digital and many more. Entravision 365 Digital is a business unit of Entravision, a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers. Learn more about all of our innovative media, marketing and technology offerings at entravision365digital.com or connect with us on LinkedIn. About Meta Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram, and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.

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CMO STRATEGY

Integral Ad Science Appoints Khurrum Malik as Chief Marketing Officer

Integral Ad Science | November 29, 2022

Integral Ad Science (Nasdaq: IAS) today announced the appointment of Khurrum Malik as Chief Marketing Officer (CMO) effective immediately. Malik will accelerate market growth initiatives for IAS and lead its global marketing strategy. Malik will be based in New York and report directly to Yannis Dosios, Chief Commercial Officer. Malik is a technology marketing leader with a broad range of experience driving growth for public and private companies. Most recently, Malik was Head of Global Business Marketing at Spotify, where he led business marketing, creative, product marketing, measurement, and analytics teams within Spotify’s advertising business. Previously, he served as CMO of Compass, a real estate technology platform, and was Head of Product Marketing at Meta. Malik holds an MBA, M.S., and B.A. from the University of Virginia. “Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition,” said Yannis Dosios, Chief Commercial Officer IAS. “Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition,” said Yannis Dosios, Chief Commercial Officer IAS. “We are excited for him to lead the marketing effort for IAS.” “IAS has set the global benchmark for trust and transparency in digital media quality. I look forward to working with the entire IAS team to ensure global marketers, publishers, and media platforms understand how best to leverage our technology and insights to activate brand-safe and ROI-driven campaigns,” said Malik. Malik is a recognized industry leader, having guided teams to win Cannes Lions (Gold), AdAge Creativity, Webby, and Internet Advertising Bureau awards. About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.

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