Ad Networks, Ad Tech and Martech
Integral Ad Science | July 13, 2023
Anzu, the most advanced intrinsic in-game advertising solution, and Integral Ad Science (IAS), a leading global media measurement and optimisation platform, have announced the launch of the industry’s first solution that measures viewability and invalid traffic (IVT) across 2D and 3D gaming environments and tracks them within the IAS signal platform.
Gamers play two or more hours of video games every single day, so the need to monitor media quality has never been more important. This next step in intrinsic in-game ad measurement provides advertisers with additional trust and confidence when investing in-game. Last July, Anzu and IAS launched an in-game measurement solution for mobile environments. This new solution builds on its previous offering, working across programmatic and direct buys for display and video ads, and spans mobile, PC, and console gaming platforms.
Last year marked a considerable step forward in establishing intrinsic in-game advertising as a recognised ad format with the release of the updated intrinsic in-game advertising guidelines from the IAB and MRC. IAS and Anzu’s new offering was created with these guidelines/standards in mind.
“When founding Anzu, we knew that for in-game to succeed, advertisers would need a robust and transparent way to measure their success and be able to compare it to other mediums, which is why this area has been a core focus for us as a business from day one,” said Ben Fenster, co-founder and CPO, at Anzu. “It’s been great to work together with IAS on this first-to-market solution which marks a significant step forward in how measurement is done within the in-game advertising space.”
“We know that gaming is one of the most compelling environments for advertisers because consumers bring passion, focus, and dedication when they are playing,” said Yannis Dosios, chief commercial officer at IAS. “Our expanded partnership with Anzu brings IAS’s powerful viewability and invalid traffic measurement products to in-game 3D settings for the first time, demonstrating our leadership in the gaming space while providing marketers with even greater levels of transparency and actionable data to deliver results for their campaigns.”
In addition to this launch, earlier this year, Anzu was granted a patent by the United States Patent and Trademark Office for its innovative ad-tracking technology, compliant with new in-game advertising standards and third-party brand safety solutions. Anzu was also recently awarded Best Use Of Emerging Media at the Digiday Media Buying and Planning Awards for an in-game campaign with the iconic fashion brand Levi’s.
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 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
EIN News | September 13, 2023
Alliant, the leading transaction-driven audience company, today announced the launch of a brand-new set of industry-leading audiences covering TV subscriber and viewership categories, paving the way for advertisers to deliver targeted advertising based on consumers’ streaming habits.
The launch includes more than 250 audiences modeled from subscription and viewership data in combination with real transactional, demographic, and lifestyle insights. Alongside Alliant’s existing offering of more than 2,000 audiences, advertisers now have access to a growing number of TV-specific audience solutions for use across major platforms in programmatic, addressable TV, social, direct mail, and email channels.
New categories within this launch include subscribers by service, audiences based on streaming subscription behavior such as loyalists and switchers, and known/deterministic TV viewership by genre, movies & shows, smart TV manufacturer, and more.
“Streaming TV has permanently altered consumer behavior and changed the media landscape, and advertisers are eager to find new forms of data that help them monetize the shift,” said Donna Hamilton, Chief Innovation Officer, Alliant. “Alliant is thrilled to expand upon our audiences to offer a more comprehensive set of TV viewership segments that can help advertisers navigate these new and emerging behaviors. By opening the door to subscriber and viewing habits, we can help brands align their products with certain content preferences, while also opening the door for the streaming services themselves to better reach their customers or lapsed subscribers.”
Alliant’s TV segments are available across all major data exchanges, TV Platforms and DSPs, including LiveRamp Data Store, Beeswax, Freewheel, Cadent, Madhive, and The Trade Desk and can be pushed to any MVPD, Programmer, or Broadcaster.
Join Alliant at the Advanced Advertising Summit as part of NYC TV Week.
Alliant is trusted by thousands of brands and agencies as an independent partner bringing a human element to modern data solutions. The Alliant DataHub — built on billions of consumer transactions, an expansive identity map, advanced data science and high-performance technology — enables marketers to execute omnichannel campaigns with responsive consumers at the center. Data security and privacy have been core values since day one, and we continually validate our people, processes, and data through meaningful certifications such as SOC2, IAB Tech Lab Data Transparency, NAI Membership, NQI certification from Neutronian, and quarterly quality scoring with Truthset.
ExchangeWire | June 29, 2023
Adform, the global programmatic platform, today announces the results of a PwC-tested campaign that increased unique impressions by 275% in Safari and Firefox (versus Chrome and other browsers where third-party cookies still play a key role), demonstrating great potential for Utiq’s identity solution.
Utiq, the new European privacy-led digital Authentic Consent Service, was tested along with an independent advertising agency pilot, and achieved stronger addressability and frequency capping in a fraud-free environment via Adform’s DSP and ID Fusion.
The campaign which ran in Germany is evidence that the partnership between Utiq and Adform will positively impact campaign performance. The results are:
25% improved frequency compared to other first-party ID solutions
3.75x increase in unique impressions in Safari and Firefox compared to browsers including third-party cookies (eg. Chrome)
100% of traffic was found to be fraud-free
Having launched on 1st June, Utiq is a joint venture between four of Europe’s largest telecom operators; Deutsche Telekom, Orange, Telefonica, and Vodafone, to provide a digital advertising platform as an alternative to third-party cookies. Adform’s ID Fusion, the award-winning agnostic first-party ID solution that began in March 2020, is the exclusive Utiq DSP partner at launch.
The report from PwC follows a longstanding relationship with Adform to validate and analyse real-world performance in line with the company's ethos of leading with transparency. PwC has previously validated the ID Fusion product and reviewed Adform FLOW, demonstrating Adform’s commitment to transparency and efficiency in the advertising supply chain.
Jochen Schlosser, chief technology officer, Adform, comments: “As the exclusive DSP to Utiq at launch, we’re delighted to see the success of the first campaign results. We’ve been on board with Utiq’s vision from the start which aligns with our vision for a scaled ID solution to lift programmatic into the cookieless world. Our joint work with PwC suggests that Utiq and ID Fusion have a very promising future in the post-cookie world. Adform is proud to be a part of it.”
William Harmer, chief product officer, Utiq, adds: “We’re a European company that brings scale to the industry thanks to our telco partners, something which has traditionally been very difficult. It’s important to us that we focus on connectivity, security and privacy as a priority so we can build a solution that addresses the challenges of the future of advertising. These results are just the start of what we can expect, to make advertising better for everyone.”
Sam Tomlinson, UK media & entertainment leader, PwC UK, says: “While this is an early stage pilot, the results of the testing so far have suggested that the Utiq ID is powerful in identifying and accurately targeting audiences in a world without third-party cookies. The results of our testing have also shown that these audiences are fraud-free. This combination will be particularly valuable after the deprecation of third-party cookies in Chrome and other browsers.”
Oliver Dragic, executive manager, at pilot comments: “It's not long before third-party cookies are removed from Chrome. Using Adform´s DSP and ID Fusion with Utiq, we've now tested a new innovative approach to this cookie-free era - and the results speak for themselves. We are impressed with what we have achieved so far and look forward to continuing our partnership to achieve even better results.”
Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.