SOCIAL MEDIA ADVERTISING
TikTok | June 21, 2022
At a talk on Monday in Cannes, Blake Changless, TikTok’s president of global business solutions, said that hundreds of thousands of small and medium-sized businesses buy ads on the platform. “We want millions,” he added.
Every platform wants millions of advertisers, especially since Meta, which owns Facebook and Instagram, boasts of more than 10 million advertisers.
At Cannes, TikTok executives opened the first day of the advertising festival at the festival headquarters in a discrete event space across from the Palais, the main center of action for the conference. They discussed the tools that the platform is putting in place, such as live shopping, building brand safety and technology amidst challenges, and the impact of Apple’s privacy rules on the whole ad ecosystem and the creator economy. On a lighter note, Ray Cao, TikTok’s managing director and global head of monetization product, strategy and operation, touched upon the challenges of losing his luggage upon arriving in Nice, France.
They discussed content and its importance in contextual targeting. “A lot of people are thinking about contextual targeting, especially for an in-feed environment like TikTok,” Cao said.
“A lot of people are thinking about contextual targeting, especially for an in-feed environment like TikTok,” Cao said.
Safety considerations also came up where Chandlee discussed how TikTok is developing ad products to keep brands comfortable with their service. The company also made an announcement on third-party tools that measure suitability and provide a few ad controls through companies like OpenSlate, Zefr and Integral Ad Science. “When we review content it’s not just the images,” said Francis Stones,TikTok’s head of Europeanbrand safety. “It’s the sounds. It’s the text. It’s emojis, comments.”
About Apple’s policy, Chandlee said, “The iOS 14 changes that were made last year had a huge impact on the industry, Chandlee said. “The industry built on data and knowledge and optimization against that data.” He added, “The industry had to come back a little bit to contextual,” Chandlee said, which we think is a very, very powerful way to approach and advertise and communicate with audiences.”
On the platform’s impact on live shopping, Sofia Hernandez, global head of business marketing for TikTok said, “We caused a national feta cheese shortage,” Hernandez said, referring tothe baked feta pasta trendon TikTok. “Those of us who have been marketers for years know that you don’t shoot food that way, it’s always highly styled,” she added.
IBM | January 11, 2022
IBM Watson Advertising today announced the availability of data from The Weather Company, an IBM Business, on AWS Data Exchange, an Amazon Web Services (AWS) platform. The AWS Data Exchange allows businesses to easily find and subscribe to third-party data in the cloud.
Providing data from the world's most accurate weather forecaster1, IBM Watson Advertising's Weather Analytics harness the relationship between weather and consumer behavior using artificial intelligence to extract deep insights to help businesses make more confident, data-driven and insightful enterprise decisions.
The weather datasets can help analyze how weather affects consumer purchasing across different categories such as pharmaceuticals, apparel, consumer packaged goods and indoor and outdoor activities. Local data by ZIP code including historical weather data, 15-day forecast weather data, and relative data such as hot, cold, windy and other conditions could also be used to help inform campaigns, supply chain and forecasting decisions. This data can even help surface unique or non-obvious relationships between weather and consumer behavior.
We know that weather can impact nearly everything in daily life -- how we feel, what we do, even what we buy. This expanded relationship with AWS gives more businesses access to the weather data that can drive consumer behavior and purchasing. We are committed to opening up our insights and technology to a broad set of organizations, and giving more companies access to what we know can be growth- and efficiency-driving data and tech."
Sheri Bachstein, Chief Executive Officer at The Weather Company and General Manager of IBM Watson Advertising.
Insights that show locations where weather could affect sales can help businesses drive revenue based on predictive consumer behavior. According to past IBM Watson Advertising research, data revealed that while chocolate candy bar sales generally go up in colder months across the U.S., sales can spike in the Southwest when a higher heat index is expected, and in the Northeast during muggy nights. In another example, while more bug spray is purchased during the summer months, foggy conditions in the Northwest can drive more sales while clear conditions can drive demand in central states.
AWS Data Exchange helps make it easy to find, subscribe to, and use third-party data from providers in the cloud. Subscribers can use the AWS console or APIs to load IBM Watson Advertising solutions into a wide variety of AWS analytics and machine learning services.
This is the latest example of how IBM is building together with ecosystem partners of all types to create solutions for developers to address the needs of the hybrid cloud era. IBM is committed to a $1 billion investment in its partner ecosystem over the next three years. This investment is already being utilized to support a coalition of enterprises that are helping customers migrate their mission-critical workloads using IBM's open hybrid cloud architecture.
About IBM Watson
Watson is IBM's AI technology for business, helping organizations to better predict and shape future outcomes, automate complex processes, and optimize employees' time. Watson has evolved from an IBM Research project, to experimentation, to a scaled, open set of products that run anywhere. With more than 40,000 client engagements, Watson is being applied by leading global brands across a variety of industries to transform how people work.
Integral Ad Science | January 24, 2022
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, announced the appointment of Robert Janecek as Chief Information Officer, as the company continues its global growth. Based in New York, Janecek reports directly to Oleg Bershadsky, Chief Operating Officer at IAS.
"Rob's vital expertise leading our enterprise systems team for more than four years makes him perfectly positioned to take on this critical new role at IAS as we build for the future," said Oleg Bershadsky, Chief Operating Officer, IAS. "I'm confident that Rob's leadership and technical expertise will set us on an even stronger path to support our global acceleration and growth."
Janecek brings nearly thirty years of experience to his expanded role as CIO, where he oversees enterprise systems, IT, security, and analytics. Most recently he was the SVP, Enterprise Systems at IAS. Previously, he was the Principal and Founder of Pinecliff Associates, a consulting firm. Prior to that role, he was the Global Head of Business Systems and IT at LivePerson. He was previously the Vice President of MIS in the Markets Division of Thomson Reuters. Prior to that, he held several leadership positions focused on business systems at Thomson Financial.
"I'm thrilled to take on this newly created role at IAS to scale our systems as IAS continues its international growth and provides a high level of service to customers around the globe," said Janecek.
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.