MOBILE ADVERTISING

clean.io and Kargo Partner to Preserve Publisher Revenue While Ensuring Mobile Ads Malware Free

clean.io, Kargo | March 17, 2021

clean.io, the quickly arising worldwide leader in malvertising anticipation for publishers and platforms, and Kargo, the leader in mobile advertising, today reported an association pointed toward saving publisher income while guaranteeing the mobile ads conveyed by means of the Kargo platform are liberated from malware.

Kargo's central goal is to help publishers drive more yield from their properties while making mobile ad experiences that serve their crowds and regard their brands. As the programmatic environment turns out to be progressively mind-boggling, so has the assignment of identifying and blocking malicious ads.

Kargo's incorporation of clean.io's conduct and deterministic detection and blocking solution, cleanAD, conveys full scale, set-it-and-forget-it security for the entirety of the publishers inside the Kargo organization, and advances Kargo's destinations of fighting fraud and conveying quality experiences in premium conditions.

"The programmatic advertising ecosystem is built on trust. Premium publishers rely on Kargo to deliver safe, high quality mobile ads in order to maximize monetization and safeguard end-users," said Matt Gillis, CEO of clean.io. "Our technology offers the most sophisticated buyers of anti-malware technology like Kargo an additional layer of protection for both their publishers and buyers."

"Creating a successful advertising experience requires us to always be at the forefront of  campaign quality best practices. Partnering with clean.io is an exciting addition to our existing robust safety measures, delivering additional malware protection to our family of premier publishers and their audiences," said Michael Shaughnessy, COO of Kargo.

About clean.io

clean.io is a digital engagement security company that helps brands protect their revenue and user experience by controlling the third party code that executes on their website. Our product cleanAD is the most effective approach for controlling malicious ads for publishers and advertising platforms.

About Kargo

Kargo is the leader in creating mobile advertising experiences that elevate brands and motivate consumers. Our advertising partners fill the ranks of the Fortune 500 and our invitation-only editorial marketplace sets the standard for quality and reach, including 100% of all U.S. smartphone users. With a focus on innovation, our creative team designs exclusive new ad formats that drive breakthrough performance and win industry awards. Kargo is 250 diverse employees strong with offices in NYC, Chicago, Dallas, Los Angeles, San Francisco, Auckland, Sydney and Singapore.

Spotlight

The ultimate 20 minutes guide to break down the most important 100 concepts in Programmatic Advertising to get you started.

Spotlight

The ultimate 20 minutes guide to break down the most important 100 concepts in Programmatic Advertising to get you started.

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Mediaocean positioned as Leader in 2023 SPARK Matrix for AdTech Platforms by Quadrant Knowledge Solutions

PR Newswire | April 27, 2023

Quadrant Knowledge Solutions announced today that it has named Mediaocean as a 2023 Leader in the SPARK Matrix analysis of the global AdTech Platform market. Quadrant Knowledge Solutions' AdTech Platform market research includes detailed global market analysis, competitive landscape, functional capabilities, and market trends. It aims to provide strategic information for technology vendors to enhance their understanding of the market and support their growth strategies by evaluating different vendors' capabilities, competitive differentiation, and market position. According to Prakhar Bansal, Analyst, Quadrant Knowledge Solutions, "Mediaocean's AdTech platform offers an omnichannel advertising solution that enables advertisers to coordinate and manage various ad serving across multiple channels, formats, and devices. The platform offers comprehensive AdTech functionality through Flashtalking along with ad infrastructure solutions including Prisma, Lumina, Ignitia, Aura, and Spectra. The company's AdTech platform continues to deliver value to its customers through its key technology differentiators including integration with connected media channels, advanced analytical tools, identity resolution, 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, Mediaocean has retained its leadership position in the global AdTech market." Ben Kartzman, Chief Operating Officer at Mediaocean said, "We are honored to be named a leader in the AdTech platform category by Quadrant Knowledge Solutions. This recognition is a testament to the hard work of our teams and partnership with our clients. We continue to invest in Flashtalking by Mediaocean to provide the leading global independent primary ad server and personalization technology. Our aim is to support clients at the crossroads where data, personalized creative and unbiased measurement intersect with expertise, service and a deep partner ecosystem to drive successful digital marketing." Ben added: "As the omnichannel imperative for advertisers and agencies continues to take hold, we have expanded our dynamic creative optimization and activation capabilities within Flashtalking to incorporate social platforms. We are also strengthening the integrations between Flashtalking and Mediaocean's scaled ad infrastructure products to enable AI and automation that meets the moment for our industry." Quadrant Knowledge Solutions defines advertising technology (AdTech) Platforms 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 Mediaocean Mediaocean is powering the future of the advertising ecosystem through technology solutions that empower brands and agencies to deliver impactful omnichannel marketing experiences. With over $200 billion in annualized spend managed through its software, Mediaocean uses AI and machine learning to control media investments, optimize creative assets, and improve business outcomes, The company's advertising infrastructure and ad tech tools are used by more than 100,000 people globally for everything from planning, buying, ad serving, and creative personalization to campaign analysis, optimization, invoices, and payments. Visit www.mediaocean.com for more information. 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.

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Adlook & Adelaide Unveil New AU-CPM Buying Model Enabling Advertisers to Transact on Attention Metrics

ExchangeWire | April 13, 2023

Adlook, a brand growth platform for consumer marketers, is proud to partner with Adelaide, the leader in attention-based media quality measurement, to build a deep learning-powered AU-CPM buying model. By infusing this new pricing model with placement-level media quality scores generated by Adelaide’s AU metric, marketers can optimise toward their attention goals and boost campaign performance at any cost per mille (CPM) level. This partnership makes Adlook the first demand-side platform (DSP) to offer guaranteed media quality using attention metrics, empowering marketers to get more from their campaigns, and reduce advertising waste. This partnership will help resolve a major pain point for consumer marketers: quantifying media quality and its impact on business outcomes. Reliance on static, imprecise media metrics has led to an oversaturation of highly-viewable but low-quality placements in the market. Unable to discern true media value, advertisers are incentivised to prioritise inexpensive reach over quality media that offers the greatest opportunity for attention and impact. Adlook’s new AU-CPM buying model solves this challenge by enabling marketers to guarantee media quality using Adelaide’s outcome-based attention metric, AU. Combined with Adlook’s deep learning, brands can now improve targeting without inflating CPM to maximise performance. Adelaide’s AU is an omni-channel media quality metric representing a placement’s probability of attention and subsequent impact. It is generated by a machine learning algorithm trained to proxy full-funnel outcomes from awareness to sales. This past year, Adelaide conducted an analysis of nearly 40 case studies demonstrating how AU has helped advertisers achieve an average of 31% upper-funnel and 56% lower-funnel lift compared to traditional metrics. “Combining AU with our existing deep learning technology is a game changer for consumer advertisers,” explained Luca Filardo, global head of solutions management. “We can now help advertisers optimise against user attention while routing advertiser budgets to high-attention placements, driving brand growth, and improving exposure. This will help marketers connect with the right audiences, and consumers find products they’ll love. It’s a win-win. In the end, marketers will only pay for targeted levels of attention to ensure their budgets yield maximum exposure and brand recognition.” “This partnership with Adlook advances our mission to establish a more fair and transparent market where publishers are rewarded for high-quality media, and advertisers can ensure they’re driving predictable business outcomes,” said Marc Guldimann, CEO of Adelaide. “Using outcome-based metrics like AU as the basis for media quality in contracts realigns buyer and seller interests around media quality rather than quantity or cost. We’re thrilled to partner with Adlook to make a positive impact and look forward to continued innovation.” About Adelaide Adelaide is a leader in the rapidly growing field of evidence-based media quality measurement. Adelaide’s attention-based metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict a placement's propensity to capture attention and contribute to more efficient outcomes. Since 2019, Adelaide has enabled the world’s top brands to understand media quality across their entire media spend and uncover valuable optimization opportunities to reduce waste and drive better results. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City.

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ADVERTISER PLATFORMS

Global Study: One Year Later – How Cookie Deprecation Sentiment Has Shifted for Publishers & Advertisers

Business Wire | May 02, 2023

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Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities As publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as “good” or “very good.” For the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they’ve seen from publishers as “good” or “very good.” “While interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. 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