AD TECH AND MARTECH
Sourcepoint, Horizon Media | July 19, 2022
Sourcepoint, the privacy compliance platform of record for the digital marketing ecosystem, has partnered with Horizon Media to provide their clients with access to Sourcepoint’s privacy measurement technology, Privacy Lens. Sourcepoint’s proprietary platform allows advertisers to ensure media quality by analyzing how media inventory suppliers comply with consumer privacy regulations like CCPA and GDPR.
Operating globally across a range of industries, Horizon Media needed to ensure that their clients’ budgets were being invested appropriately on websites that meet client standards for consumer privacy. By partnering with Sourcepoint to apply their Privacy Lens data to programmatic transactions, Horizon Media can continuously adapt to regional best practices dictated by legislation, and ensure the ongoing ethical use of consumer data. Platforms are embracing product solutions for privacy-safe targeting as well, as reflected in last month’s announcement of Sourcepoint’s integration with MediaMath.
Horizon Media plans to roll out Privacy Lens across the entirety of their programmatic practice as a unique method for managing and optimizing media. By setting data privacy parameters and evaluating inventory sources, Horizon Media can ensure its clients’ messages only appear in environments that are deemed privacy compliant, brand safe, and suitable. Since Horizon Media began working with Sourcepoint, they have applied Privacy Lens insights to their procurement optimization process, finding that:
30% of websites did not have an opt-out link present on the main page. This is one of the main requirements of CCPA, as well as for other impending US state privacy laws.
Donald Williams, EVP and CDO of Horizon Media said: “While it’s vital that our own business practices protect consumer privacy, it’s of equal importance that we help restore credibility to the programmatic marketplace by reassuring our clients that their ad dollars are being invested in privacy-safe environments. As we look towards 2023, with the changes coming to Chrome, and a new host of regulatory requirements coming into force, technology solutions like Sourcepoint’s Privacy Lens remain the best means for businesses to future-proof their approach to privacy.”
Ben Barokas, co-founder and CEO of Sourcepoint, adds: “The programmatic ecosystem is undergoing a rapid and much-needed transformation. Data practices that may have gone unnoticed a year ago are now scrutinized closely."
Ben Barokas, co-founder and CEO of Sourcepoint, adds: “The programmatic ecosystem is undergoing a rapid and much-needed transformation. Data practices that may have gone unnoticed a year ago are now scrutinized closely. In such a dynamic industry, it’s challenging to have proper visibility into the privacy practices of other players. Privacy Lens seeks to bring greater transparency and align incentives for greater privacy compliance. Working with Horizon Media is another important step towards establishing data ethics infrastructure that will ultimately improve experiences for consumers.”
Sourcepoint is the data privacy software company for the digital marketing ecosystem. It provides tools to protect consumer privacy, manage compliance and optimize revenue in a rapidly changing landscape. Founded by a team of digital advertising veterans, Sourcepoint has offices in New York, Berlin, London, and Paris. Learn more at www.sourcepoint.com
About Horizon Media
Horizon Media, Inc, the largest U.S. media agency according to AdAge Data Center 2022, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $9 billion. Horizon Media’s fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several “Best Workplaces” awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.
ADVERTISER CAMPAIGN MANAGEMENT,BRAND MARKETING
Fiverr | July 06, 2022
Togetherr™, a new platform for building world-class creative teams and connecting them with leading global brands and agencies, launches today. The platform, designed and built by Fiverr (NYSE: FVRR), and backed by industry-leading visionaries, uses proprietary technology, the Creative Genome, to construct award-winning teams, from an exclusive group of creative talent. These teams will be curated and matched to support brands and agencies on specific projects and campaigns.
The advertising world has gone through massive changes in the last few decades. The emergence of new digital platforms, the fragmentation of media, the rise of tech giants, e-commerce, and science-based marketing, all dramatically influenced the relationships between brands and agencies. It has also now influenced the way creatives feel working for agencies which ultimately impacts the outcomes of marketing and advertising campaigns. Clients, creatives and agencies are now looking for better ways of working.
“Long before the pandemic, our industry was stuck in a rut, slowly choking the creative energy and ambition that once defined our industry, The agency-of-record (AOR) model, based on hefty retainers, bloated head-counts, overheads, and complex processes, is not meeting today’s client needs. Clients need a lot more for less, and faster. Trying to meet these needs without changing our industry's complex system resulted in broken spirits, lack of bravery, lack of excitement, and short-termism. We lost our creative icons, our magicians, our storytellers. Creatives were driven out of our industry, and clients are now looking for them elsewhere. The last two years taught our clients that they can find creativity elsewhere, and produce campaigns better and faster.”
-Amir Guy, Togetherr’s General Manager.
With new and important marketing channels continuing to impact the industry, brands are re-thinking how to maximize creative output in the simplest way, said Micha Kaufman, CEO of Fiverr. Togetherr is a platform that aims to enable and accelerate new ways of working in the creative industry. When you allow yourself to look beyond the old system and challenge the way things have been done forever, you realize that talent can be found everywhere, on a global scale. You also find that diversity, which is so essential for creativity, becomes truly possible when you go beyond old constructs. Leading brands today often build their own creative capabilities in-house, and they need easy ways to augment them with outside independent talent and micro agencies on a project-by-project basis.
Togetherr builds on Fiverr’s long-founded mission of revolutionizing how the world works together. This groundbreaking new platform puts talent and creativity at its core and uses technology powered by a cutting-edge AI engine to help leading brands engage with and manage teams of top-tier independent creatives to meet their project goals.
The Creative Genome
Talent on Togetherr is vetted manually and through the Creative Genome’s powerful technology - ensuring clients have access to the best and brightest in the industry. Creatives on the platform have won awards, worked on campaigns for some of the world’s top brands such as Nike, Coca-Cola, HBO, Apple, and Netflix, as well as agencies, and have won accolades from their peers, clients, and colleagues alike. All of these data points are collected by the Creative Genome in order to assemble top-notch teams to ensure that brands work with the most optimized teams possible, something no agency in the world can offer.
Togetherr is flipping the agency model on its head. Brands will no longer be bound by bureaucracy, agencies-of-record, and long RFP processes to bring campaigns to life. With Togetherr, the platform obtains the brief from the client, and the powerful AI engine will build a team specifically curated for that particular project. They get access to world class talent at the click of a button - to enhance the capabilities of their in-house creative teams - a space we see a lot of brands building out - or to build an entire freelance creative team to deliver new ideas or test new approaches.
Togetherr has been built alongside an advisory board of industry-leading visionaries including Per Pedersen, Mark Tutssel, Eva Santos Bouzos, Greg Hahn, Karin Onsager-Birch, Nellie Kim, David Sable, Mariam Banikarim, Craig Brommers, Amy Fuller, Shelley Diamond and more.
In my mind, size and scale are not the keys to success, but rather talent, perseverance, and passion are the ultimate keys to unlocking creative success, said Greg Hahn, Co-founder and COO of Mischief and Togetherr Advisor. I’ve worked with big agencies and small agencies and founded a boutique small agency that does things differently. There’s no right or wrong way to unlock creativity, however, by putting talent and ideas over profits, you remove the pressure and make way for beautiful, bold, and diverse ideas. This is what Togetherr is all about - using technology to unlock people’s creativity and putting talent first. I am thrilled to have been a part of building this incredible platform and am excited to tap its potential myself.
Fiverr’s mission is to revolutionize how the world works together. We exist to democratize access to talent and to provide talent with access to opportunities so anyone can grow their business, brand, or dreams. From small businesses to Fortune 500, over 4 million customers worldwide worked with freelance talent on Fiverr in the past year, ensuring their workforces remain flexible, adaptive, and agile. With Fiverr’s Talent Cloud, companies can easily scale their teams from a talent pool of skilled professionals from over 160 countries across more than 550 categories, ranging from programming to 3D design, digital marketing to content creation, from video animation to architecture.
Viamedia | July 14, 2022
Viamedia, the leading fully-integrated independent cross-media local advertising company, today announced Madeline Kissel has been promoted to vice president of affiliate relations and business development. In her new role, Kissel is responsible for managing the process of identifying, pitching, negotiating and executing sales representation agreements with linear, digital and managed services partners within the cable and digital ad sales industries.
“Madeline impressed us as soon as she started working at Viamedia and has grown into a trusted leader, insightful manager, and proven sales and business executive. Her skill and experience are perfectly suited to lead Viamedia’s expanding network of affiliate partnerships,” said David Solomon, CEO of Viamedia.
“Madeline impressed us as soon as she started working at Viamedia and has grown into a trusted leader, insightful manager, and proven sales and business executive. Her skill and experience are perfectly suited to lead Viamedia’s expanding network of affiliate partnerships,” said David Solomon, CEO of Viamedia. “There is no doubt she will bring value and innovation to even more distributors in this expanded role that recognizes her many successes.”
Kissel joined Viamedia in 2012 as a marketing and research intern, where she contributed to the company’s marketing team, focusing on sales support, internal communication, promotions, and event planning. In 2018, she moved into Business Development division and oversaw Viamedia’s partnerships with multichannel video programming distributors, managing over 60 sales partnerships across over 70 cities. Kissel will continue to collaborate with every Viamedia department to analyze new partnerships and provide world-class support to current affiliate partners.
Kissel is based in Viamedia’s Lexington, Kentucky operational headquarters and reports directly to the company’s President and CEO, David Solomon. Kissel was named to Cablefax’s “Overachievers Under 30” in 2015 and has a BA in Integrated Strategic Communications from the University of Kentucky.
Viamedia places over 1MM ads a day in more than 130 zones in 28 states across 60+ markets nationwide, aggregating all forms of TV audiences and providing a single point of sale to more than 6,000 local, regional, and national advertisers. It provides a comprehensive portfolio of audience and impression-based local video cross-media advertising solutions that bridge the gap between linear TV and digital programmatic advertising.
Viamedia’s patented, cloud based QTTTM platform utilizes a proprietary technology stack and is designed to enable ad campaigns to be more efficient and easier to execute, by utilizing rich data to deliver targeted, dynamic ads to consumers via linear television.
Viamedia also offers a complimentary suite of impression-based digital products for streaming, mobile, display, email, search, social and more. Headquartered in Lexington, Kentucky, the company’s success is built on its people, processes and proprietary software.