Blockgraph Braces for Data Wave About to Hit TV Advertising

Blockgraph | May 30, 2019

Using data to fuel advertising planning and ad targeting has been a staple of the digital world for years and is now poised to make a significant impact on the TV ad ecosystem. However, that shift is also happening amid some major concerns about how to properly protect that data as well as the privacy of the consumers that are being targeted. To offer some important assistance in this area and bring a proper layer of trust to the table as TV advertising becomes more data-driven and targeted via traditional set-top boxes and a broad mix of Internet-powered mobile and TV-connected devices, an initiative that employs some blockchain techniques called Blockgraph was recently established. It originated out of Comcast and was incubated at FreeWheel, the ad-tech company that Comcast acquired in 2014. At CES in January, Blockgraph began to discuss its platform in more detail, noting that it is using blockchain techniques and protocols to decentralize the peer-to-peer TV data ecosystem and network.It is also using blockchain to enable partners to run common software and build a shared identity layer between components of the advertising ecosystem without exposing sensitive competitor or consumer-specific information.

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Spotlight

What if you could know that for every $1 invested in online ads, you’re pulling $10 back? With Kissmetrics you can.Kissmetrics doesn’t just track whether your ads convert or not. We go beyond that. Kissmetrics allows you to:Track customers who originated from paid search – at any point in time. Even customers who came from a Pay-Per-Click ad last month, but didn’t make a purchase until today.

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ADVERTISER CAMPAIGN MANAGEMENT,BRAND MARKETING

Amazon to Share Cashierless Store Data with Brands and Advertisers

Amazon | June 30, 2022

Amazon.com Inc. developed cashierless technology to expedite trips to the grocery store or convenience store. It now wants to use the tracking system to assist brands and advertisers in determining how to sell more products. The company announced plans to share data from its shopper-tracking cameras and sensors in a blog post on Wednesday. Among other things, Amazon would tell brands how many people bought an item pulled from a shelf, how many returned it, and how many bought it later on Amazon.com. The Store Analytics initiative essentially extends the data-mining capabilities of e-commerce to physical stores. Amazon's "Just Walk Out" technology, which was launched in 2018 after years of internal development, is now available in more than 50 Amazon retail locations, including Amazon Go convenience stores and Amazon Fresh grocery stores. The network of overhead cameras and shelf sensors automatically registers and bills shoppers as they exit. If brands find the data useful, Amazon may be able to recoup the enormous costs associated with developing and operating the technology. People working on the project and at competing companies developing cashierless systems have long speculated that data on what items customers consider and how they navigate stores could be profitable. But, according to retail analysts, cashierless shopping is a technological marvel but not yet a commercial success. Brands will have access to details on how their products are discovered, considered, and purchased in applicable stores to help them inform decisions related to selection, promotions, and ad campaigns, according to the blog. The program may resurrect privacy concerns about Amazon's cashierless system. The company stated in the post and accompanying explainer that individual shopper data would not be shared and used the phrase "aggregated and anonymized" ten times. According to Amazon, video and images of shoppers will not be sent to brands, and individual shoppers can opt-out of having their data included in Store Analytics.

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ADVERTISER PLATFORMS

Emerald Acquires Advertising Week Global Event Platform

Emerald | June 29, 2022

On June 28, Emerald Holding, Inc. announced that it had acquired all of the assets comprising the business known as Advertising Week from Stillwell Partners. Emerald's 365-customer engagement strategy, which aims to deliver connected, best-in-class experiences by seamlessly integrating in-person events, content, and commerce, has advanced with the acquisition of AW. With the help of this acquisition, Emerald will further solidify its position as a B2B marketing industry leader. Addtionally, through its Demand Gen Report media platform and B2B Marketing Exchange live event series, Emerald successfully serves the marketing technology community. Acquisition Highlights: Advertising Week, the leading B2B event and content platform in the advertising, marketing, media and technology sectors with its flagship edition of Advertising Week in New York, as well as Advertising Week Europe in London, Advertising Week Asia in Tokyo, Advertising Week LATAM in Mexico City, Advertising Week APAC in Sydney and expansion plans for Advertising Week Africa in Johannesburg. Advertising Week has more than 100,000 annual attendees at its hybrid events; over 3,000 speakers per year; produces more than 1,000 video content hours and generates more than 25 billion event PR impressions. Advertising Week has resiliently served the advertising, marketing, media and technology communities throughout the pandemic while diversifying its event offerings into virtual and hybrid editions. In addition, Advertising Week has continued to build its offerings both globally and year-round via development of new original content franchises and digital education under the AWLearn platform. Following the acquisition, all Advertising Week employees will join Emerald, including Co-Founder and Advertising Week Chairman Matt Scheckner, Co-Founder and Advertising Week CEO Lance Pillersdorf and Advertising Week’s Global President Ruth Mortimer, who will continue to lead the day-to-day operations of the business, utilizing their exceptional knowledge and experience in the event and content platforms. “This exciting potential to join forces with Advertising Week represents an important next step in the implementation of our strategic initiatives and underscores our commitment to evolve and grow our customers’ businesses 365 days a year combining creativity and innovation with the Emerald platform.” -Hervé Sedky, Emerald’s President and CEO Since the reopening of most municipalities in June 2021 through Q2 2022 to date, Emerald, under Sedky’s leadership, has successfully staged 117 in-person trade shows, conferences and other events, serving approximately 328,000 attendees and 17,000 exhibiting companies. Emerald CFO David Doft, who has led the conversations for Emerald, added, We have long admired Advertising Week’s best-in-class reputation for being ahead of the curve serving the influential advertising, marketing, media and technology sectors which I have experienced personally as both an attendee and sponsor over the course of my career. Its signature blend of thought leadership on the business of the business with highly curated experiential events will diversify our collective product offerings, enhance our growth profile and enable us to deliver even greater value to our clients and customers over the long term. Matt Scheckner, Stillwell Partners Co-Founder and Advertising Week Chairman, said: Fueling growth is at the heart of this partnership with Emerald as we seek to unlock the future opportunities put in place to date. Moving beyond organic growth by integrating with a larger organization with additional resources is the right next step in our evolution as a business for today, and for tomorrow. We chose Emerald because it clearly values the unique aspects of our brand, have committed to our leadership team led by Lance and Ruth, bring an intuitive knowledge of our industry, and are passionate about supporting growth. Lance Pillersdorf, Stillwell Partners Co-Founder and Advertising Week CEO, added: After completing our first phase of global expansion pre-pandemic, we are now focused on our next phase of growth. The momentum of change in the global marketing industry through the impact of rapid cultural and technological evolution has provided us with multiple growth opportunities. Accelerating these growth opportunities around content, education, further global expansion and our proprietary technology is at the heart of this partnership with Emerald. Herve, David and the Emerald team are the perfect growth partners to help us realize these plans.

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AD NETWORKS

AutoNation’s New Ads Focus on Employees

AutoNation | May 30, 2022

AutoNation’s advertising campaign “Go Be Great” is a multi-million dollar campaign that supports the auto retail giant’s employee retention and recruitment effort. It features AutoNation employees and will air on television stations such as ESPN, CNBC, and NBC. It was launched ahead of the Indianapolis 500 race which aired on Sunday on NBC. In addition, AutoNation sponsored Indy 500 driver Helio Castroneves who was looking for a record fifth Indy 500 win. The campaign will appear on radio, print, online and on social media. AutoNation, I Think Studios and Zimmerman Advertising developed it. In an email to Automative News, Marc Cannon, the Chief Customer Experience Officer at AutoNation, did not mention how many millions of dollars the retailer plans to splurge on the campaign. Instead, he said that the ads highlight AutoNation employees, “the people who make us a great place to purchase, sell or service a vehicle." "We are always looking to add talented, driven people to our organization," Cannon said "We are always looking to add talented, driven people to our organization," Cannon said in the email. "As we continue to build our business, we want to build with the best from all over the country." AutoNation’s jobs page on Wednesday showed 1,263 results for positions ranging from finance and insurance manager, porter, cashier, and sales associates to a service advisor at locations across the country.

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