AD TECH AND MARTECH
Integral Ad Science | December 03, 2021
Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements.
We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting."
Lisa Utzschneider, CEO, IAS.
Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign.
Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation.
"Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs."
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.
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DISPLAY ADVERTISING
OneScreen.ai, Evertreen | April 22, 2022
April 22nd, 2022, is the 52nd anniversary of the primary Earth day. On this occasion, Onescreen.ai and Evertreen announced their collaboration to plant 10,000 timber trees every year. This initiative will be executed in Madagascar to represent the commitment of their clients and staff toward the environmental cause.
Onescreen.ai is a Boston-based supplier that buys and sells OOH (out of home) from billboards, blimps, and buses to wrapped cars and connected TVs in bars and restaurants. In comparison, Evertreen allows consumers worldwide to grow real trees online and watch them via satellite tv for pc. This cooperation has pledged to build a forest in Madagascar of more than 10,000 trees per year. The campaign's goal is to help reduce the carbon footprint of traditional advertising as much as possible, given that OneScreen.ai helps businesses by making it easier to buy and sell out-of-home advertisements.
"From people and companies to industries and nations, it's our duty to cut back greenhouse fuel emissions and assist our planet," stated Sam Mallikarjunan, co-founder and CEO of OneScreen.ai.
"From people and companies to industries and nations, it's our duty to cut back greenhouse fuel emissions and assist our planet," stated Sam Mallikarjunan, co-founder and CEO of OneScreen.ai. "Whether or not for Earth Day or any day, we'rewe're taking numerous steps to take care of our folks, our firm, and our planet and are significantly excited to be working with Evertreen to plant timber on behalf of our staff and prospects to assist offset their carbon footprint."
In the initial phases, Onscreen.ai decided to plant a tree for every 48 of its employees and to go further, it plans to plant a tree for every newly rented ad space. In addition, the company intends to develop future integrations that will allow OOH advertisements powered by its platform to be carbon neutral.
Excessive levels of greenhouse gases raise the average global surface temperature, resulting in consequences such as rising sea levels, severe storms, and food scarcity.
According to Evertreen, if a digital billboard
1) measures 667 square feet,
2) is exhibited for about 54 hours, and
3) generates 263,822 impressions by automobile, it emits 12,170,804 grams of CO2. Around 81 trees offset this carbon impact.
Evertreen timber is planted directly by native farmers to aid in the fight against global warming and desertification, establish new habitats, and reduce the industrial influence and air pollution. Satellite tv for pc monitoring provides continuous reports on progress standing, photosynthetic activity, the presence of dry and infertile soil, and more. The company's mission is to protect and restore forests on a massive scale, creating jobs for those living in extreme poverty.
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AD NETWORKS
Google | April 11, 2022
Google has recently introduced a new feature, 'Multisearch,' to aid their visual search function Google lens. The multisearch feature will enable a user to refine their visual search queries. With multisearch, the users can combine their graphic and text parameters to get elaborated search results.
Google, in its blog, has given a use case to consider where a user can take a screenshot of their shopping-related search query and add a question to find variants of the item searched.
E.g., suppose a user searched apparel that appeared in Orange colour in the search result; then it can use the google lens to find the green variant of that apparel (as shown in the blog image).
Although this feature currently aims to assist in shopping-related queries, its possibilities seem to be endless. Sometimes users experience a lack of proper keywords to search their query. However, visuals+text search query capabilities will resolve this inconvenience. E.g., one can use Google lens to scan their plant and explore how to care for it by typing the query.
Visual search criteria may play a significantly larger role in the future, when augmented reality glasses and other visual technologies become available. As consumers become more acclimated to visual references and visual capture via their glasses, the ability to include those same aspects into search may become a far more significant discovery feature.
Currently, this feature is in the beta phase and can only be used in the US region.
Google gives credit to recent development in AI tech; it says in their blog,
"All this is made possible by our latest advancements in artificial intelligence, which is making it easier to understand the world around you in more natural and intuitive ways. We're also exploring ways in which this feature might be enhanced by MUM– our latest AI model in Search– to improve results for all the questions you could imagine asking."
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