AD TECH AND MARTECH
PR Newswire | May 08, 2023
Quadrant Knowledge Solutions announced today that it has named The Trade Desk as a 2023 Leader in the SPARK Matrix analysis of the global AdTech Platform market.
The Quadrant Knowledge Solutions SPARK Matrix™ includes a detailed analysis of global market dynamics, major trends, vendor landscape, and competitive positioning. The study provides competitive analysis and ranking of the leading technology vendors in the form of its SPARK Matrix. It gives strategic information for users to evaluate different vendor capabilities, competitive differentiation, and market position.
According to Prakhar Bansal, Analyst, Quadrant Knowledge Solutions, "The Trade Desk's AdTech platform offers a cloud-based Demand Side Platform (DSP) that enables advertisers to manage digital campaigns across various ad formats, including display, video, audio, native, and connected TV through various devices. The company is also invested in building a strong partner ecosystem through integrations with major data, inventory, and publisher partners, ensuring maximum reach and decisioning capabilities, and enterprise APIs enabling custom development on the platform. AdTech platform continues to deliver value to its customers through its key technology differentiators including integration with connected media channels, marketplaces for premium inventory, identity resolution with Unified ID 2.0 (UID2), and other features to drive improvements in campaign performance". Prakhar added: "With its support for a broad range of use cases, ease of deployment and customer service excellence, The Trade Desk has retained its leadership position in the global AdTech market."
"At The Trade Desk, we are dedicated to providing our clients with innovation that enables them to achieve their advertising goals with greater precision and efficiency," said Gruia Pitigoi-Aron, Senior Vice President of Product, The Trade Desk. "Being recognized as the leader in the SPARK Matrix for AdTech Platforms and achieving top scores in both technology excellence and customer impact are testaments to the tireless efforts of our team. This recognition validates our commitment to delivering value to our clients, as well as providing the industry with solutions that drive measurable business results."
Quadrant Knowledge Solutions defines AdTech Platform as a "set of software tools and technologies for planning, executing, automating, and managing digital advertisements across digital channels, including search, social, display, OTT, mobile, video, and others to optimize ad campaign performance. Ad Tech often includes a variety of analytics tools that enable publishers to increase their advertising revenue and advertisers to optimize ROI through effective campaigns towards reaching the target audience and gathering customer insights. An ad tech platform combines the entire advertising ecosystem that involves buying, selling, tracking, analyzing, and optimizing digital ads and campaign performance. The platform consists of several tools and technologies, including supply-side platforms, demand-side platforms, ad networks, and ad servers."
About The Trade Desk
Backed by over a decade of innovation, The Trade Desk empowers marketers with the tools they need to achieve growth, reach new audiences, and prove their impact. For modern marketers, leveraging data is the key to brand growth. This is why more advertisers are prioritizing the value of the open internet. Unlike walled gardens, the open internet lets you use data to grow your audience across the widest range of websites, apps, podcasts, streaming TV platforms, and more – comparing performance openly and objectively.
About Quadrant Knowledge Solutions
Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client's business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments.
ADVERTISER CAMPAIGN MANAGEMENT
PR Newswire | May 22, 2023
Seedtag, the leading global contextual advertising company, has launched a powerful new generative AI capability that gives brands and agencies the capacity to build tailored creative based on the context of the surrounding page-level content. Advertisers can now benefit from iterations of ads that better fit "where they live" online. One creative now has infinite opportunities - saving time and resources.
Generative AI has been fully integrated into Liz, Seedtag's contextual AI platform that provides Deep Learning, Computer Vision and Natural Language Processing capabilities. Liz fully understands the desired contexts for the client's ad campaign and creates prompts to modify the original creative based on the best possible outcome. The AI generative platform builds new creatives using the insight driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief.
While Seedtag already employs AI in its advertising offering to categorize the content of articles and contextualize creatives, generative AI provides advertisers more sophisticated creatives that perfectly match the content of the articles. This increases the effectiveness of contextual creatives even further, as studies from Lumen and Xandr have already shown that aligning context and creative generates a 20% uplift in attention and increases CTR by 1.6x.
To ensure a brand's creative integrity is always upheld, Seedtag's leading global design team oversees every AI-generated creative before presenting to advertisers - fusing the best of both worlds: state-of-the art tech with a human touch.
Fernando Pascual, VP of Design at Seedtag, states: "Outstanding creatives are vital to the success of any ad campaign, but it's equally important that these creatives are relevant to the context in which they're served. By integrating Liz with generative AI technology, we can offer our clients contextual creatives that integrate seamlessly with the context in which they will be displayed, helping them win the attention battle and drive better results, while also saving time and resources."
Seedtag is the leading global contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI allows brands to engage with consumers within their universe of interest on a cookie-free basis. Seedtag was founded in 2014 by two former Googlers with a clear mission: to change how online advertising is done. Today Seedtag has a large international presence with over 450 employees across the United States, UK, France, Spain, Italy, Germany, Netherlands, Dubai, India, Mexico, Brazil, Colombia, Argentina, and Chile.
AD TECH AND MARTECH, ADVERTISER PLATFORMS
PR Newswire | May 16, 2023
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry.
Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences.
Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population.
Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50.
"Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV."
"People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift."
Conducted between March 9 and 16, the survey also found:
77% of patients 50 and over have a diagnosed condition
49% of patients 50 and over view relevant advertising positively
7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50
96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service
To learn more about DeepIntent, visit www.deepintent.com/.
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.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.