Comcast launches addressable advertising initiative

Comcast Advertising | June 19, 2019

Comcast Advertising, the advertising arm of Comcast Cable has announced the launch of a new initiative called On Addressability. The broad goal of this initiative is to help the industry deliver a sound, scalable and sustainable addressable solution to marketers that maximises the impact and value of television as a marketing platform. Charter Communications and Cox Media, Cox Communications’ ad division, have joined Comcast Advertising in this effort. “TV is a tremendous, resilient medium with unparalleled reach and engagement, but data has changed the way that marketers use media. Historically, TV has lagged digital in this area, and this must change,” said Marcien Jenckes, president of Advertising at Comcast Cable. “Our industry needs to find a way to fully participate in, and lead, the data-driven future of advertising as only TV can. We’re fully committed to making this happen. That’s the impetus behind the On-Addressability initiative.”

Spotlight

When mobile adoption and usage first exploded over a decade ago, most publishers and advertisers simply reformatted desktop content into smaller versions for mobile devices, which was not up to consumer expectations. For years, PubMatic has been working with premium publishers to identify the best mobile strategies for site specific content and audience in order to drive revenue and foster advertiser relationships.

Spotlight

When mobile adoption and usage first exploded over a decade ago, most publishers and advertisers simply reformatted desktop content into smaller versions for mobile devices, which was not up to consumer expectations. For years, PubMatic has been working with premium publishers to identify the best mobile strategies for site specific content and audience in order to drive revenue and foster advertiser relationships.

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ADVERTISER PLATFORMS

Adsonica Registers With IAB Europe Transparency and Consent Framework

Adsonica, IAB Europe | October 06, 2021

Adsonica, the leading audio display advertising solution, announced its approved status as the latest vendor to join IAB Europe's Transparency & Consent Framework (TCF) and its Global Vendor List (GVL). By joining the TCF, Adsonica provides clients with independent assurance that it operates to the highest standards of data protection across audio display ad measurement. The framework, which was launched in April 2018, is designed to help all parties in the digital advertising chain ensure that they comply with the EU's General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user's device, such as cookies, advertising identifiers, device identifiers and other tracking technologies. The Framework was developed by IAB Europe in collaboration with organizations and professionals in the digital advertising industry. It provides transparency to consumers about how, and by whom, their personal data is processed. It also enables users to express choices. The Adsonica application does not collect any personal data or apply cookies – only aggregating anonymous ad measurement data for reporting purposes. "We designed our analytics capability in concert with enterprise data platform provider Aqfer ensuring that we delivered the highest standards of information security and data privacy, Becoming a registered member of the IAB Europe's TCF was an essential commitment to providing transparency and consent for all parties in the audio display advertising ecosystem." said William Agush, CEO and Founder of Adsonica. Parties interested in joining the Framework to give audiences full visibility and control over who can process their data in connection with advertising. About Adsonica Adsonica is the leading audio display ad creation solution that allow marketers to combine traditional display advertising with the storytelling power of sound. With no coding, audio tags or third-party players, the company's patented technology offers a better experience for both advertisers and consumers and delivers incremental lift of 50% or more. About IAB Europe Transparency and Consent Framework IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of National IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programs that enable the business to thrive in the European market. Transparency and Consent Framework or (TCF) was launched after an extensive industry consultation with IAB Europe and IAB Tech Lab members and the broader digital advertising industry in order to provide a unified GDPR consent solution to comply with privacy laws across Europe.

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MOBILE ADVERTISING

Comscore Announces New Agreement with Anzu for Mobile In-Game Audience Measurement

Comscore | November 23, 2020

Comscore, a confided in accomplice for arranging, executing, and assessing media across stages, today reported another consent to give Anzu, the world's in-game advertising pioneer, with Comscore's industry-driving Validated Campaign Essentials™ (VCE®) and Comscore Brand Survey Lift™ answers for versatile missions. The gaming market is greater than the music and entertainment worlds joined, with an overall crowd beating 3 billion individuals who are extended to spend almost $175 billion of every 2020. With this extension and potential, brand publicists have begun to consider in-game advertising as a feature of their multi-pronged advertising technique, which implies that outsider estimation and benchmarking is more pertinent than any other time. Anzu opens the assorted, hard-to-arrive at gaming crowds to brands via consistently mixing true advertisements into games in a non-meddlesome way that regards the gamer experience. With the organization among Anzu and Comscore, promoters will have the option to quantify their in-game advertising efforts progressively and assess the effect of the missions on their brands. These significant experiences will give sponsors the certainty to take advantage of in-game advertising.

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DMS Launches New Digital Advertising Technology to Match Consumer Demand

DMS | October 19, 2020

Digital Media Solutions, Inc. (NYSE: DMS), an innovative global solutions provider of digital performance advertising and a connection point between digital advertising clients and their prospective customers, has noted that online comparison shopping has quickly become part of the “new normal” for consumers when making purchase decisions. In response to this new digital shopping trend, Digital Media Solutions has launched DMS Exchange to match high-intent consumers with the brands that provide the products and services they need. A vertical-agnostic, self-service digital advertising marketplace that connects digital advertisers with high-quality publishers at scale, DMS Exchange will help provide the optionality desired by today’s consumers across multiple industries. Advertising budgets have continued shifting from traditional to digital media, with many industry experts predicting the share of media budgets spent across digital channels will grow into 2021 and beyond. Particularly in light of the current global environment, brands are prioritizing digital performance advertising efforts that offer a linear connection between media spend and advertising results, enabling better calculation of advertising return on investment (ROI). DMS Exchange helps advertisers scale the types of digital performance advertising campaigns that offer transparent campaign visibility.

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