Best Buy | January 04, 2022
For decades, Best Buy has been helping customers discover, try, and buy some of the most innovative products out there. No one knows consumer technology — and has the deep relationships with the people who buy it — like we do.
That’s why we’re excited to announce Best Buy Ads, our new in-house media company that will help shoppers discover products, services, and offers. With our deep customer insights, we will partner with relevant brands in a variety of new and holistic ways, to provide meaningful messages at the right time.
We interact with our customers three billion times a year — in our stores, in their homes, and online. These relationships last longer and run deeper than most. Knowing our customers on this level means we can help other brands cut through the clutter with advertising that won’t waste our customers’ time. With Best Buy Ads, we can show more of what interests our customers, when it interests them, and even help them save money. Whether a brand sells products at Best Buy or offers complementary products and solutions our customers need, we can help them reach their audience on our own channels (think BestBuy.com or in-store) and on external sites with a broad portfolio of offerings.
We have spent the past few years building a business that can analyze the data from our customer relationships and recommend relevant ways to connect with customers based on cutting-edge data science and analytics. It’s an innovative approach to advertising, in line with the innovative tech we sell. Just what you’d expect from Best Buy.
Diversifying an industry, creating equitable opportunities
There’s more to Best Buy Ads than connecting brands with shoppers, including an important focus on inclusion and diversity. In the advertising industry alone, according to labor market data, 73% of hires are white.
We’ve pledged to do better and, last year, Best Buy unveiled a five-year plan to address underrepresentation and technology inequities as well as create educational and career opportunities for those who need it most. As part of this pledge, we announced that Best Buy will dedicate nearly 10% of its annual media spend to BIPOC media by 2025.
With this in mind, and with the help of some of our partners and the Best Buy Foundation, Best Buy Ads is launching an advertising-focused Career Pathways program through our Best Buy Teen Tech Center locations across the country. The goal of this new program is to create opportunities and a pipeline of talented and diverse candidates for future advertising careers. Teens in this program will have access to internships, mentorships with professionals and paid work-based experiences all within the advertising industry.
Mediavine | August 31, 2021
Mediavine, the largest exclusive full-service ad management firm in the U.S., rolled out its debut WordPress theme framework, Trellis, to the open internet for beta testing. Trellis is built for ad performance and passing Google’s Core Web Vitals (CWVs) while preserving pagespeed.
Mediavine's premier WordPress theme framework, Trellis, is now available to the open internet. Empowering independent publishers to pass all three of Google’s Core Web Vitals, 77% of publishers operating on Trellis are currently passing. This compares to just 4% of sites passing on the internet.
Of publishers currently operating on Trellis, 77% are passing all three CWVs: FID (First Input Delay), LCP (Largest Contentful Paint) and CLS (Cumulative Layout Shift). This compares to only 4% of websites on the internet currently passing CWVs, according to Search Engine Journal, which conducted a study of more than two million websites in April 2021. Specifically, 98% of publishers using Trellis are passing FID and 78.9% are passing CLS.
Additionally, the majority of publishers using Trellis have seen an average increase of 35% in revenue year-over-year and a 30% increase in sessions year-over-year. These metrics can be attributed to the product’s industry-leading programmatic ad placements, pagespeed, viewability and overall user experience.
“We are proud to pioneer a WordPress product that adheres to today’s web standards and empowers independent publishers to optimize their site performance for browsers like Google Chrome,” said Eric Hochberger, Mediavine Co-Founder and CEO. “Trellis meets the expectations of publishers, their audiences and advertisers, yielding top dollars for site traffic while maintaining a focus on user experience.”
Whereas Trellis was previously only available to Mediavine publishers, it is now available for purchase to all WordPress users at marketplace.mediavine.com/trellis.
Mediavine is the largest exclusive ad management company in the United States, representing and monetizing more than 8,000 publisher partner websites in addition to its owned and operated properties
DoubleVerify | January 03, 2022
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released new data on the prevalence of advertising fraud in online video and streaming amid the 2021 holiday season, undermining media quality and campaign effectiveness. DV analyzes over two billion ad impressions per day, identifying comprehensive fraud and sophisticated invalid traffic (SIVT) from hijacked devices to bot-based fraud and injected ads.
Unprotected Inventory at Risk
As digital video and streaming viewership continues to skyrocket, so too does ad spend. Globally, spending on online video will reach $62 billion this year,1 while CTV investments will approach $17 billion.2 The holidays, in particular, drive a spike in spend and engagement. Correlated with this trend, DV has seen a significant rise in fraudulent traffic on online video and CTV since mid-October.
In a sampling of unprotected programmatic inventory, DV determined that as much as 6.6% of “video” ads and 18% of “CTV” ads were actually fraud or SIVT.
The adage holds true, fraud follows the money. The more in-demand and premium the inventory, the more likely it is to attract bad actors. In addition, while fraud normally peaks in Q4, we have found that the volumes this year are already higher compared with Q4 of 2020.”
Mark Zagorski, CEO at DoubleVerify.
Streaming Schemes Spike
With spend and engagement on the rise due to the holiday season, DV has identified a spike in two streaming fraud schemes that have been attempting to spoof billions of ad impressions since they began to operate in 2020.
Fraud Hurting CTV Holiday Performance
One-quarter of advertisers say CTV ads enable higher conversion rates.3 This is especially critical during the holiday season. Last year saw a record Q4 for direct-response CTV advertising, as marketers tapped into the channel to drive holiday sales and revenue.4 However, for advertising to perform, it must be seen by real people. Fraud has a dramatic impact on campaign performance, misrepresenting impressions and undercutting marketers’ holiday investments.
“Advertisers are trying to get the best bang for their buck during the holiday build up,” added Zagorski. “As CPMs rise, the challenge of illegitimate impressions only makes that squeeze greater.”
DV advertisers and partners are protected from both LeoTerra and CelloTerra. For over a decade, DV has stayed at the forefront of combatting new and emerging types of ad fraud, helping to drive media quality and effectiveness. DV’s fraud solutions cover the entire media transaction — from pre-bid avoidance segments to post-bid monitoring and blocking — and extend to desktop, mobile web, mobile app and CTV. DV’s Fraud Lab, powered by a dedicated team of data scientists, mathematicians and analysts from the cyber-fraud prevention community, is also widely recognized for uncovering new forms of fraud and pinpointing the sites, apps and devices responsible for fraudulent activity.
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.