Ad Tech and Martech
ExchangeWire | October 17, 2023
Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns.
As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness.
Two key outcomes are clear:
1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels.
2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium.
The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI.
Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.”
About VIOOH
VIOOH is a leading premium global digital out of home supply side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.
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Ad Networks
Business Wire | September 28, 2023
LiveRamp (NYSE: RAMP) and FreeWheel today announced that they have partnered to introduce a new solution that enables advertisers to buy a greater amount of addressable advertising inventory in the connected television sector.
This is a new global partnership. The core offering includes FreeWheel incorporating support for LiveRamp’s identifier, RampID, powered by LiveRamp’s Authenticated Traffic Solution publisher partners into FreeWheel’s TV platform. The result is a new capability that allows marketers to more accurately reach and target audiences in the fast-growing CTV space using first-party data and addressable advertising.
For marketers, one of the solution’s main benefits is the enhanced personalization capabilities in a soon-to-be-cookieless age.
This partnership utilizes two LiveRamp solutions, which work in tandem with FreeWheel’s technology:
LiveRamp’sAuthenticated Traffic Solutionconnects first-party user data with LiveRamp’s RampID to enable advertising on authenticated inventory in a privacy-centric manner. One of ATS’s key benefits is the ability to unlock addressable inventory without third-party identifiers, enabling the ecosystem to build and plan sustainably. RampID covers every touchpoint in a customer’s journey, enabling brands to generate better insights into exposures and conversions when using RampID to track impressions. RampID also unlocks further benefits for brands in the data collaboration space, including measuring media buys, and powering collaboration and insights with other brands.
With the support of ATS and RampID, FreeWheel’s integration will soon allow 85+ RampID-enabled demand side platforms to directly transact on LiveRamp’s pseudonymous, people-based identity. The integration enables brands to onboard their audiences into FreeWheel‘s TV platform and transact direct deals with premium CTV publishers. Brands can now leverage their first-party data in conjunction with LiveRamp’s RampID and activate on FreeWheel’s premium video supply. One key benefit is that every impression can now be measured, resulting in better measurement and ROI for marketers.
“Premium addressable CTV inventory is the new must-have for every advertiser,” said Travis Clinger, SVP, Activations and Addressability, LiveRamp. “FreeWheel’s integration to support LiveRamp’s addressability will power more accurate, people-based marketing across some of the world’s leading streaming publishers, enabling marketers to drive the business outcomes they need.”
With third-party identifiers such as the cookie on the decline, we teamed up with LiveRamp to create a new solution for marketers to reach and engage with relevant audiences, said Matt Clark, VP, Strategic Partnerships, FreeWheel.
“The end result is a much needed new offering that combines the strength of LiveRamp’s identity framework, FreeWheel’s expertise and scale in premium video, and the benefits of addressable advertising. We’ve designed, built, and are introducing this new solution with a focus and commitment to privacy, so that advertisers can get ahead of and succeed in today’s evolving media landscape.”
“We are pleased to extend our longtime ATS implementation into the ad-supported version of AMC+ coming this October and this important new inventory,” said Scott Keating, VP, Audience and Data Platforms, AMC Networks. “This capability will drive our leadership position in delivering addressability for our partners while extending scale of high-quality audiences rooted in authentication.”
“Paramount Advertising is steadfast in delivering the most advanced and flexible offerings for marketers to reach their target audiences across our leading portfolio of networks and streaming services,” said Todd Bender, SVP, Ad Platforms, Paramount. “LiveRamp has been a longstanding partner as a key member of the Paramount Identity Framework, and this partnership with FreeWheel will enable us to further enrich bid requests and unlock even more powerful opportunities for advertisers across our EyeQ footprint of more than 90 million full-episode viewers.”
Through this global partnership, FreeWheel and LiveRamp are bringing a privacy-focused solution to CTV publishers, enabling publishers to create audience-based targeting for buy-side platforms on authenticated publisher inventory. LiveRamp’s ATS is the standard for post-signal connectivity and leads the way in interoperability with Google Display & Video 360’s PAIR, The Trade Desk’s UID 2.0, and Publicis’s CORE ID. Publishers working with LiveRamp and FreeWheel will now be able to benefit from increased demand and CPMs on their ATS inventory.
This new industry solution will be available in market beginning in Q4 2023.
About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.
Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
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Advertiser Platforms
EIN News | September 13, 2023
Alliant, the leading transaction-driven audience company, today announced the launch of a brand-new set of industry-leading audiences covering TV subscriber and viewership categories, paving the way for advertisers to deliver targeted advertising based on consumers’ streaming habits.
The launch includes more than 250 audiences modeled from subscription and viewership data in combination with real transactional, demographic, and lifestyle insights. Alongside Alliant’s existing offering of more than 2,000 audiences, advertisers now have access to a growing number of TV-specific audience solutions for use across major platforms in programmatic, addressable TV, social, direct mail, and email channels.
New categories within this launch include subscribers by service, audiences based on streaming subscription behavior such as loyalists and switchers, and known/deterministic TV viewership by genre, movies & shows, smart TV manufacturer, and more.
“Streaming TV has permanently altered consumer behavior and changed the media landscape, and advertisers are eager to find new forms of data that help them monetize the shift,” said Donna Hamilton, Chief Innovation Officer, Alliant. “Alliant is thrilled to expand upon our audiences to offer a more comprehensive set of TV viewership segments that can help advertisers navigate these new and emerging behaviors. By opening the door to subscriber and viewing habits, we can help brands align their products with certain content preferences, while also opening the door for the streaming services themselves to better reach their customers or lapsed subscribers.”
Alliant’s TV segments are available across all major data exchanges, TV Platforms and DSPs, including LiveRamp Data Store, Beeswax, Freewheel, Cadent, Madhive, and The Trade Desk and can be pushed to any MVPD, Programmer, or Broadcaster.
Join Alliant at the Advanced Advertising Summit as part of NYC TV Week.
About Alliant
Alliant is trusted by thousands of brands and agencies as an independent partner bringing a human element to modern data solutions. The Alliant DataHub — built on billions of consumer transactions, an expansive identity map, advanced data science and high-performance technology — enables marketers to execute omnichannel campaigns with responsive consumers at the center. Data security and privacy have been core values since day one, and we continually validate our people, processes, and data through meaningful certifications such as SOC2, IAB Tech Lab Data Transparency, NAI Membership, NQI certification from Neutronian, and quarterly quality scoring with Truthset.
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