AD NETWORKS, ADVERTISER PLATFORMS
Moloco | February 24, 2023
On February 23, 2023, Moloco, a performance advertising and operational machine learning (ML) company, launched a monetization solution for streaming media and OTT providers with ML support, assisting content owners with increased revenue.
Through a combination of machine learning and unique first-party data, this solution would support content owners in building individual ad businesses for higher revenue from increased customer reach than the traditional linear TV business ads. The rise in demand for video streaming gave media owners and distributors business opportunities, but they need help in building digital businesses on a large scale. They require an advanced solution than business practices that only work on linear TV. For successful digital advertising, streaming platforms want advertisers with different goals, simplifying the advertising processes and accelerating ROI for ad budgets.
Media companies must fulfill consumer expectations for engaging content and user experience, needing an access to the technology for business digital advertising. As a result, they invest mainly in machine learning for building big companies through a combination of first-party data and ML. Moloco is one of those technology platforms, providing a complete programmatic solution for content publishers.
Head of Moloco Enterprise, Herman Yang, said, “Our media partners have created rich consumer offerings with content, audiences, and digital experiences that are unique to their business.” He added, “Our goal is to help platforms build a scalable and profitable ad business with Moloco’s machine learning technology by creating unique experiences for users and opportunities for their advertisers.”
(Source – Business Wire)
Founder and CEO of Moloco, Ikkjin Ahn, said, “Helping media businesses grow by leveraging the power of machine learning is core to Moloco’s founding vision.” He added, “We’re democratizing those capabilities by making operational machine learning accessible to all businesses.”
(Source – Business Wire)
Headquartered in Redwood City, California, Moloco, an advertising company, has provided services for programmatic advertising, machine learning, BigQuery and Google AdX since 2013. It offers performance solutions for the ROI of digital strategies, accelerating business growth. With its machine learning engine, it leverages a performance marketing platform and optimizes mobile advertising. Its first-party database, Moloco Cloud DSP, enhances return on ad spend (ROAS) goals for application and game publishers. In addition, its Moloco Retail Media Platform supports online marketplaces and retailers for their merchants’ performance, sales growth, and contextual recommendations for revenue generation and advertising.
Veritonic, Audacy | February 14, 2023
On February 13, 2023, Veritonic, the industry's most comprehensive audio research and analytics platform, announced a partnership with Audacy, and the results of a ground-breaking audio study concluding that in audio advertisements, four key elements—sonic branding, music, voice, and message, that maximize intent to purchase, recall, and brand favorability.
Sonic branding is a highly successful marketing method to increase brand identification and sales. It is an essential part of a brand's arsenal and a constant factor in advertising success. It is fundamental to how we perceive and recognize brands. A regularly used logo may strengthen a business's visual and vocal identity and increase brand recall. Sound branding accomplishes the following:
Increases Radio and Podcast purchase intent by 6% and 2%, respectively.
Radio ad recall increased by 17%, and podcast advertisements by 14%.
Sonic branding makes radio advertisements +7% more trustworthy, +6% more pleasant, +5% more powerful, and +4% more relevant.
The idea is to pick music that matches a business's fundamental values and brand identity, whether you're curating unique compositions or choosing essential tunes. Music may support a brand's values, attract attention inside advertisements, and connect with target consumers. Adding music to advertisements increases buying intent by 5%. Additionally, music helps commercials remain top-of-mind, drives buy intent, and ads with music were more remembered, achieving 4% greater recall.
Veritonic is a marketing intelligence platform specializing in the use of music in advertising campaigns. The platform uses machine learning to measure the effectiveness of music, voiceovers, jingles, and mnemonics. The business was established in 2015 in Killingworth, Connecticut. Global brands use Veritonic's complete audio research and analytics platform, agencies, publishers, and platforms to study, test, and assess the ROI of their audio assets and campaigns in-market, pre-market, and post-campaign. The ensuing knowledge helps customers to gain confidence in their audio investment, manage risk via optimization, and boost their return by engaging consumers in exciting audio experiences.
Audacy, Inc. is a Philadelphia, Pennsylvania-based American broadcasting company. It was founded in 1968 as Entercom Communications Corporation and is the second-largest radio corporation in the United States, with 235 radio stations in 48 media markets. In November 2017, the firm and CBS Radio combined. The deal was structured as an exchange offer, allowing CBS Corporation shareholders at the time of the merger to swap their shares for Entercom shares, representing a 72 percent ownership in the merged business.
MOBILE ADVERTISING, AD NETWORKS
Pixalate | January 17, 2023
Pixalate, which is an analytics platform for fraud protection, privacy, and compliance for connected TV (CTV) and mobile advertising, has released a compliance toolkit for CTV to find and evaluate child-directed apps in the Roku and Amazon Fire TV app stores. The toolkit is designed to enable Pixalate's customers to identify, review, and assess child-directed apps that run on Roku and Amazon Fire TV in order to ensure compliance with relevant laws such as the Children's Online Privacy Protection Act (COPPA).
The Pixalate Trust and Safety Advisory Board, which is made up of qualified educators and led by a former FTC enforcer, looks at apps through the lens of the COPPA Rule to see if they are aimed at children. Pixalate's new toolkit gives brands, ad networks, and agencies the ability to accurately find and label apps that are made for kids.
Allison Lefrak, Pixalate's senior vice president of public policy, advertising privacy, and COPPA compliance, said, "As advertisers are focusing more on programmatic Connected TV inventory, it is important for them to keep in mind that COPPA also applies in the CTV space." She further added, "Identifying which apps are child-directed and whether they are potentially risky from a COPPA compliance standpoint is crucial in avoiding hefty penalties."
These manual reviews are blended with AI to assign a COPPA violation risk to over 50,000 Roku and Amazon Fire CTV apps. If a publisher or advertiser knows that a CTV app is aimed at children, they must follow COPPA, which includes getting permission from the child's parents before collecting and/or sharing personal information.
Pixalate is the market-leading platform for fraud protection, privacy, and compliance analytics for connected TV (CTV) and mobile advertising. We work around the clock to protect your reputation and increase your media value. Pixalate is the only company that offers coordinated solutions for detecting and getting rid of ad fraud across display, app, video, and CTV. Pixalate's marketing compliance solutions include the industry's first COPPA compliance technology, which is designed to identify potential child-directed apps and online privacy compliance risks. Pixalate is an MRC-accredited service that detects and filters sophisticated invalid traffic (SIVT) on desktop and mobile web, mobile in-app, and CTV advertising.