Bloomberg tech company hires top ad executive as campaign continues its digital onslaught

cnbc | February 20, 2020

The digital company working for Mike Bloomberg’s presidential campaign has hired another executive from a premier advertising firm, as the billionaire former New York mayor’s organization churns out waves of digital content to support his candidacy. The company, Hawkfish, recently hired Tim Castree, former North America CEO of WPP Group subsidiary GroupM, according to people with direct knowledge of the matter who declined to be named as these decisions have not been made public. GroupM’s website boasts that the firm directs “more than $50 billion in annual advertising.” Castree left in November. Hawkfish was founded by Bloomberg himself and is dedicated to being his campaign’s “primary digital agency.”

Spotlight

The problem of calculating the ROI of one’s social media activities has plagued marketers since the inception of social media. This literature review seeks to tackle the problem of why this is. This paper also tries to answer why there exists a massive gap in the peer-reviewed literature on the subject, while the amount of non-peer reviewed literature is voluminous. The conclusions drawn from looking at a number of sources is that social media has a multitude of benefits that are hard to quantify and measure.

Spotlight

The problem of calculating the ROI of one’s social media activities has plagued marketers since the inception of social media. This literature review seeks to tackle the problem of why this is. This paper also tries to answer why there exists a massive gap in the peer-reviewed literature on the subject, while the amount of non-peer reviewed literature is voluminous. The conclusions drawn from looking at a number of sources is that social media has a multitude of benefits that are hard to quantify and measure.

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Imaginuity Acquires Beacon Advertising

Imaginuity, Beacon Advertising | November 09, 2022

Imaginuity® announced the acquisition of Beacon Advertising, a deal that includes Evan Meeks, co-founder of Beacon, becoming Executive Director of Client Partnerships at Imaginuity. Already one of the largest independent marketing services providers in the Southwest, the combined operation will do business under the Imaginuity brand. Beacon Advertising was founded in 2015, and serves clients across the restaurant, retail, and B2B space, building brands with creative solutions in broadcast, digital, social, print, POP, and packaging. The Beacon team and its leadership will further strengthen Imaginuity’s business and their support of over 3,300 client locations across North America. “This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “We’re especially excited to welcome Evan and his extensive brand management and media agency experience to our executive team.” Imaginuity provides integrated marketing services complemented by its proprietary AdScience® customer data platform that collects and analyzes data along the customer journey. “Blending our team into Imaginuity means we can provide our clients broader marketing services along their customer journey from traditional media to online media, all the way to conversion on any device,” added Meeks. The combined operations will employ nearly 120 team members and will report 2022 capitalized billings of approximately $200 million. Imaginuity is headquartered in downtown Dallas. About Imaginuity Imaginuity is the integrated agency that is reimagining marketing for the connected age. The agency’s proprietary AdScience® customer data platform collects, manages, analyzes and activates data to drive more efficient conversions throughout the customer journey. Headquartered in Dallas, Imaginuity provides integrated marketing services, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services. More information is available at www.imaginuity.com.

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Yahoo Selects AWS as Its Preferred Public Cloud Provider for Its Ad Tech Business

AWS | December 02, 2022

At AWS re:Invent, Amazon Web Services (AWS), an Amazon.com, Inc. company (NASDAQ: AMZN), today announced that Yahoo has selected AWS as its preferred public cloud provider for its advertising technology business Yahoo Ad Tech. Building on its longtime relationship with AWS, Yahoo Ad Tech is migrating all of its advertising technology workloads—including its media-buying and supply-side platforms, analytics, and identity solutions and products—from its on-premises data centers to AWS. The migration is part of the business’s ongoing digital transformation strategy to reduce IT infrastructure costs, transform its advertising business operations, and develop more tailored and immersive solutions to help brands connect with their audiences. Improving Scale, Inventory, and Effectiveness for Advertisers and Agencies Yahoo Ad Tech reaches more than 540 million people worldwide through its advertising software platform that gives advertising publishers, brands, and agencies the ability to upload creative and automate media-buying across an inventory of mobile, web, and TV channels. The Yahoo Ad Tech platform uses Amazon Elastic Compute Cloud (Amazon EC2) compute-optimized instances, powered by AWS-designed processors, to provide publishers, advertising agencies, and brand customers with insights on real-time advertising performance. This reduces the time it takes to deliver the insights advertisers need to reach the right audiences at the right times and in the right formats. Increasing Advertising Performance and Revenues for Publishers In addition to giving brands a platform to reach audiences, the Yahoo Ad Tech platform offers media owners and publishers an ad-decisioning engine to help attract advertisers and manage their ad business. AWS’s proven global infrastructure and extensive portfolio of cloud capabilities—including analytics, compute, machine learning (ML), serverless, and storage—will enable Yahoo to rapidly innovate new features for its ad tech platform. Yahoo will help its publisher partners add measurement capabilities, optimize real-time ad-bidding, and hone ad inventory and effectiveness to determine the best mix of advertising while also attracting new brands. As part of its migration to the cloud, Yahoo Ad Tech is moving its central data platform to AWS to improve advertising effectiveness, personalization, and engagement for its advertiser and publishing customers. Using Amazon Simple Storage Service (Amazon S3), Yahoo Ad Tech will construct a centralized data lake to store hundreds of petabytes of data. The data lake will enable Yahoo Ad Tech to break down data silos and tap into AWS analytics services, including Amazon EMR (AWS’s industry-leading cloud big data service for processing vast amounts of data using open-source tools) and Amazon Athena (an interactive query service that makes it easy to analyze data). This will support rapid analysis of data from a variety of sources to understand advertising trends, target audiences, and deliver ad performance insights across its operations. Yahoo Ad Tech plans to use Amazon SageMaker (AWS’s service for building, training, and deploying ML models in the cloud and at the edge) to streamline its ML pipeline, which today contains thousands of models, and deepen the company’s ability to predict advertising spends, ad inventory, and the effectiveness of ad formats. Toexpedite cloud adoption for Yahoo Ad Tech and develop new advertising solutions, Yahoo is providing employees with cloud skills training using the AWS Designated Virtual Trainer (DVT) program. Yahoo is on track to conduct more than 50 instructor-led classes in 2022 with a goal of providing 2,000 IT employees with foundational cloud training over the next two years. These classes will help employees develop skills in application development, data management, and security to support Yahoo’s migration goals and drive innovation at scale. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “By harnessing the power of AWS, we’ll be able to move faster and give our customers what they value most—advertising solutions that provide the right combination of performance, audiences, and revenue growth,” said Aaron Lake, senior vice president of Platforms Engineering and chief information officer at Yahoo. “Running all of Yahoo Ad Tech on AWS provides us with a broad portfolio of world-class services that will allow us to help advertisers achieve the returns they want by providing them with precise audience targeting, while our ad publisher customers are able to scale and monetize their ad space.” “Yahoo is a digital pioneer and a trusted partner for the world’s biggest brands,” said Matt Garman, senior vice president of Sales, Marketing, and Global Services at AWS. “The world’s leading media and digital advertising companies rely on AWS as their cloud provider because we help them deliver performance and drive real growth. We’re excited to help Yahoo accelerate its migration to the cloud and bring innovative solutions that help advertisers serve customers all over the world.” About Amazon Web Services For over 15 years, Amazon Web Services has been the world’s most comprehensive and broadly adopted cloud offering. AWS has been continually expanding its services to support virtually any cloud workload, and it now has more than 200 fully featured services for compute, storage, databases, networking, analytics, machine learning and artificial intelligence (AI), Internet of Things (IoT), mobile, security, hybrid, virtual and augmented reality (VR and AR), media, and application development, deployment, and management from 96 Availability Zones within 30 geographic regions, with announced plans for 15 more Availability Zones and five more AWS Regions in Australia, Canada, Israel, New Zealand, and Thailand. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—trust AWS to power their infrastructure, become more agile, and lower costs. To learn more about AWS, visit aws.amazon.com. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews. About Yahoo Yahoo reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, Yahoo provides a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

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Anzu and Zynga-Owned Socialpoint Partner To Bring Intrinsic In-Game Ads To Dragon City

Anzu, Socialpoint | November 11, 2022

Anzu.io, the world’s most advanced in-game advertising platform, today announced a new partnership with Socialpoint, a wholly-owned mobile games development studio that is part of Take-Two Interactive’s Zynga label, which will enable advertisers to run ads in the popular town-builder and strategy-game, Dragon City. The partnership will see Anzu’s non-intrusive intrinsic in-game ad placements integrated into Dragon City, appearing on 3D objects throughout the game to preserve the user experience while enhancing the gameplay. Advertisers working with Anzu can run their display and video ads within the iOS, Android, and PC versions of Dragon City to reach hundreds of thousands of highly engaged players globally. Dragon City plays host to more than 1,600 dragons for players to collect, each beautifully designed with its own personality, skill, and rarity. Players can breed, grow, and level up their dragons while sending them to compete in epic battles online. In its most recent and exciting update, the game partnered with AMC Networks to bring The Walking Dead experiences to the game. Anzu now allows advertisers to reach Dragon City players across all geographies, with a special focus on the U.S., UK, Germany, France, Canada, and Australia. “Dragon City is a renowned title with rich and engaging content that keeps players coming back every day, and Anzu’s ad placements allow advertisers to tap into this diverse and highly engaged audience in a non-intrusive way.- Lev Kommisarchik, VP Mobile Games and Publisher Services, Anzu. “Dragon City is a renowned title with rich and engaging content that keeps players coming back every day, and Anzu’s ad placements allow advertisers to tap into this diverse and highly engaged audience in a non-intrusive way. The game has a huge following, and it’s been great to work with Socialpoint to help them establish their in-game ad monetization strategy, which benefits their studio, players, and advertisers.” — Lev Kommisarchik, VP Mobile Games and Publisher Services, Anzu Advertisers working with Anzu benefit from its advanced technology, rich and diverse game inventory stretching across mobile, PC, and console, and its partnerships with third-party vendors like IAS and Oracle Moat, providing advertisers with third-party viewability verification and in-view metrics when running in-game ads, either direct or programmatically. Anzu also worked closely with the IAB, MRC, and other industry experts on the newly published intrinsic in-game advertising guidelines to help bring more standardization to in-game advertising. "We are very excited to see how Anzu's industry-disrupting technology will help us create a new revenue stream. We are also looking forward to welcoming some of the world’s biggest brands into Dragon City, further enhancing the gaming experience for our players worldwide.”— Noemie Kerlidou, Senior Product Ad Monetization Manager, Socialpoint

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