Facebook data deals reportedly face criminal investigation: Thursday Wake-Up Call

Hungary's government has been encouraging couples to make more babies, and it put up some billboards featuring a lovey-dovey couple to get the point across. But whoever designed the ad picked the wrong stock art, as Orla McCaffrey writes in Ad Age. The man and woman in the ad are famous for modeling in the ubiquitous "distracted boyfriend" meme; he played the guy ogling a random woman, and she played his disgruntled girlfriend. They're basically the poster children for bad relationships -- which made it hilarious to see them in an ad touting family values. Oops. Remember back in June, when reports said Facebook had cut data-sharing deals with phone- and device-makers, giving partners access to a lot of users' personal data? Now federal prosecutors are conducting a criminal investigation into such deals

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Ad Tech and Martech

PMG Acquires Camelot Strategic Marketing & Media, Expanding Services to Drive Transformational Impact

Business Wire | October 03, 2023

PMG today announced the acquisition of Camelot Strategic Marketing & Media, one of the largest independent agency buyers of video, OTT, and CTV, and leaders across business and marketing transformation for more than 40 years. Headquartered in Dallas, TX, Camelot, whose marquee customers include Intuit, Charter Communications, Experian, Michaels, and Whole Foods, will join PMG, an independent, global full-funnel marketing and technology company headquartered in Fort Worth, Texas. According to PMG’s CEO and Founder George Popstefanov, Camelot is a perfect complement to PMG’s hyper-focus on the customer. “As the landscape evolves rapidly, customers require agency partners that deliver a data-informed, tech-enabled, integrated solution obsessed with outcomes, not outputs. The acquisition of Camelot brings advanced expertise in CTV, OTT, traditional media, and measurement to further PMG’s full-funnel, fully integrated model.” He adds: “Camelot has built an unrivaled video practice leading the industry. Their commitment to innovation and furthering the video industry is well aligned with PMG’s technological advancements, automation, and innovation.” The acquisition of Camelot is further evidence of PMG’s philosophy of always changing for the better. With the addition of nearly 160 Camelotians, PMG continues to invest in transformation that drives material impact for our customers across media, strategy, analytics, creative, all enabled by technology. Our customers push us daily to help them solve their biggest business challenges. Our commitment to heightened accountability and driving business impact has allowed PMG to work side-by-side with the C-Suite of top brands to transform for the future, says Popstefanov. The synergies between PMG and Camelot continue when it comes to employees. PMG has been named to AdAge Best Places to Work for eight consecutive years and touts a 90 percent employee retention rate over the last five years. “PMG’s commitment to people and culture was one of the first things that caught our eye. Doing the right thing is never easy, but it’s clear that PMG has prioritized its values even when it was difficult. Camelot has always believed that a happy workplace environment leads to consistently satisfied clients, and we are excited about the bright future ahead and what it means for our people and our customers,” says Sam Bloom, CEO of Camelot. Camelot has also earned top recognition for its workplace culture and commitments, including AdAge Best Places to Work, Inc. Best Workplaces, and Top 100 Places to Work by The Dallas Morning News. The company integration begins immediately, and clients' needs will drive the timing of specific synergies across teams and capabilities. George Popstefanov will be the CEO of the combined company, driving the vision and ambition of nearly 700 PMGers worldwide. About PMG PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses business strategy and transformation, creative, media, and insights, along with our proprietary marketing intelligence platform Alli, to deliver Digital Made for Humans™. With offices in New York, London, Dallas/Fort Worth, Austin, Atlanta, and Cleveland, our team is made up of over 500 employees globally, and our work for brands like Apple, Nike, Best Western Hotels & Resorts, Gap Inc., Kohler, Momentive, Sephora, and Shake Shack has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year. Named to AdAge’s 2023 A-List, MediaPost’s 2023 Independent Agency of the Year, and Adweek’s 2021 Breakthrough Media Agency of the Year, PMG has grown through commitments to continuous improvement, business integrity, and cultivating dynamic relationships. We are proud to be named among Fast Company’s Best Workplaces for Innovators, Fortune’s 2023 #1 Best Places to Work, and Best Workplaces for Women, and to be the only company named to Ad Age’s Best Places to Work eight years in a row. For more information about PMG, visit www.pmg.com. About Camelot Trailblazing through 40 years in the media and marketing industry, Camelot Strategic Marketing & Media, is a Dallas-based independent agency with over 150 employees in cities across the U.S. – including New York, Los Angeles, and Baltimore. They partner with intellectually curious, want-to-get smarter leaders from the world's biggest brands – from TurboTax to Whole Foods to Michaels – to provide media-agnostic, transparent, insight-driven media and marketing strategy and execution that drives stellar results. For more information on Camelot, visit camelotsmm.com.

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Ad Tech and Martech

Publica by IAS and Samsung Ads Expand CTV Ad Serving Partnership

PR Newswire | September 21, 2023

Publica, a leading Connected TV (CTV) ad server owned by Integral Ad Science (IAS), today formally announced their renewed global partnership with Samsung Ads, powered by proprietary ACR data, a leading provider of advanced TV advertising solutions to some of the world's biggest brands. This collaboration enables Samsung Ads to enhance its streamed content with a traditional TV-like viewing experience, while maximizing CTV advertising revenue via the introduction of a programmatic unified auction for the premium ad slots within their streamed ad breaks. CTV advertising is escalating rapidly and poised to grow in 2023 to $25.9 billion, according to GroupM's mid-year forecast. Advertisers have programmatic access to Samsung Ads Connected TV (CTV) inventory on Samsung's free ad-supported streaming service, Samsung TV Plus. As a demand agnostic CTV Ad Server, Publica helps global publishers and TV manufacturers deliver a seamless ad experience via the introduction of Server-Side Ad Insertion (SSAI), while also helping publishers maximize revenue by running a unified-auction between multiple SSPs and ad exchanges. Through this relationship with Publica, Samsung Ads is providing advertisers with enhanced buying techniques similar to those of linear TV. This includes competitive separation, frequency management and the ability to purchase the first slot within ad pods – much like standard TV commercial breaks. Key Publica technology products that Samsung Ads has implemented include: Advanced Ad Serving — Samsung Ads has the ability to deliver advanced CTV ad breaks with the granular controls required by advertisers to target, and with the ability to optimize each slot by revenue per second within the pod. Advanced Ad Pod Decisioning — Gives Samsung Ads the ability to guarantee an advertiser first pod placement, and own a pod by brand category, helping with competitive separation and buy side frequency management. Unified Auction — Enables Samsung Ads to run a controlled, unified auction of all demand sources to extract the highest yielding ad per slot in each streaming ad pod. Samsung Ads is also using the Publica 'Live Logs' feature to enable real time transparency into each of the programmatic auctions within which the company's inventory is cleared; this permits Samsung Ads to optimize yield and data strategies in real time to ensure they do not lose demand to supply path optimization (SPO). Publica by IAS has been instrumental recently in helping the IAB Tech Lab to build out the new protocols that bring increased security and targeting to streaming ad breaks via the introduction ofOpenRTB 2.6, and alsoads.cert 2.0 that secures the practice of SSAI. In implementing Publica CTV ad decisioning technology, Samsung Ads can ensure its CTV inventory is being targeted and served in the most secure way possible, providing its advertisers with the controls and transparency they require. "We're excited to renew our partnership with Samsung Ads and provide them with the ad decisioning technology to grow their global advertising revenues and empower Samsung Ads with the ad serving capabilities to improve their streamers' viewing experiences on CTV," said Sean Galligan, CRO, Publica by IAS. "As consumer viewing behaviors continue to rapidly evolve and shift towards streaming, it's critical that our ad serving technology is equally evolved and sophisticated," said Craig Chinn, Vice President, Programmatic, Samsung Ads. "By expanding our successful partnership with Publica, we ensure a high-quality experience for viewers while also delivering advertisers the control and transparency needed to effectively reach CTV audiences." About Samsung Ads Samsung Ads is Samsung Electronics' advertising ecosystem, spanning hundreds of millions of smart devices across TV, mobile, desktop, and beyond. Our deep understanding of consumers and unmatched position at the intersection of hardware, software and advertising delivers quantifiable results for brands on a massive scale. With the largest single source of TV data in the market, reaching 3 in 4 U.S. households, Samsung Ads unlocks unmatched opportunities to engage consumers during connected moments that matter. Today, Samsung Ads serves over 25 countries around the globe. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Publica by IAS is a leading Connected TV (CTV) ad platform that works with many of the world's biggest broadcasters, TV manufacturers, and OTT apps, providing solutions to maximize their revenue across their CTV inventory. For more information on Publica by IAS, visit getpublica.com

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Advertiser Platforms

Marketing Architects Unveils Streaming TV Platform for Performance Marketers

Business Wire | October 10, 2023

Streaming TV advertising is taking a step toward the future. This week, TV advertising agency Marketing Architects launched a new platform for CTV advertisers called Annika Streaming. Based on technology initially developed for linear TV, Annika Streaming buys CTV and streaming inventory more efficiently than current marketplace offerings allow. This enables performance brands to capitalize on streaming’s potential. Annika’s development began six years ago when Marketing Architects built an AI-powered DSP for linear TV. The platform was designed to evaluate custom audience and performance criteria, set it against market trends and historical data, then calculate which media buys will drive the best ROI for individual brands. The result was a linear TV marketplace that delivered premium inventory for TV advertisers without premium price tags. But as viewership shifted to streaming and connected TV, it was essential brands follow consumers to the channel. Unfortunately for performance marketers, streaming’s promise of advanced targeting and measurement capabilities has been overshadowed by its high prices, typically 5-10X higher than linear TV. To close this gap, Marketing Architects spent the last two years building a proprietary streaming capability, bringing the efficient prices Annika achieved in linear into streaming and CTV. Now, Annika Streaming solves some of the biggest challenges for performance marketers on the channel. Pricing: Annika Streaming obtains rates significantly more efficient than industry-leading third-party DSPs. These are achieved through a data-driven approach that benefits streaming publishers and advertisers alike. Targeting:The platform offers several layers of contextual, geographic, and dayparting targeting capabilities, plus retargeting. Distribution: Annika is fully integrated with dozens of streaming publishers and buys inventory available on Roku, Chromecast, Amazon Firestick, and smart TVs. Measurement: With Annika, advertisers get access to multiple measurement models running in parallel, including IP address tracking and holdout groups for incrementality testing. Marketing Architects clients had first access to Annika Streaming, which they are currently using to complement linear TV campaigns. The platform is available to select new brands starting this week. Learn more by visiting marketingarchitects.com/streaming. About Marketing Architects Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 25 years building homegrown technology to solve TV's pricing, measurement and scale challenges. For more information, please visit www.marketingarchitects.com.

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