Facebook is Changing How it Measures Ad Relevance

Search Engine Journal | March 12, 2019

In a move that attempts to curb the data collection practices of tech giants, two senators have proposed a legislation to update online privacy rules for children in the United States. If passed, tech companies and data brokers will be unable to collect data on teens aged 13 to 15 without their consent.  The bill, introduced by senators Edward J. Markey (D-Mass) and Josh Hawley (R-Mo)Tuesday seeks to amend the Children’s Online Privacy Protection Act (COPPA) - to add protections to the collection, use, and disclosure of personal information of children and minors. The legislation proposes a “Digital Marketing Bill of Rights for Minors” that makes it unlawful for websites, apps, and online services to collect personal information of a minor, and a ban on targeted advertising directed at children, and a prohibition on ads targeting based on race, socioeconomic factors, psychological profiles and location data of children up to the age of 15.

Spotlight

This white paper and survey on Social Media Marketing in Education is cosponsored by the Education Division of the Software & Information Industry Association (SIIA), edWeb.net, and MCH Strategic Data. The paper provides an overview of some of the recent research that has been conducted on how companies that sell to the education market are using social media. The way your organization uses social media will be directly influenced by how your customers and your target audience are using social media.

Spotlight

This white paper and survey on Social Media Marketing in Education is cosponsored by the Education Division of the Software & Information Industry Association (SIIA), edWeb.net, and MCH Strategic Data. The paper provides an overview of some of the recent research that has been conducted on how companies that sell to the education market are using social media. The way your organization uses social media will be directly influenced by how your customers and your target audience are using social media.

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ADVERTISER PLATFORMS

Aerospike Future Proofs Criteo’s AI Digital Advertising Platform

Aerospike | December 13, 2021

Aerospike Inc., the leader in real-time data platforms, today announced global technology company, Criteo , has selected Aerospike to deliver a digital transformation project that significantly improves the scale and performance of its global commerce media platform. The project will also see Criteo reduce its server count by 80 percent, achieving millions of dollars of cost savings per year and reducing CO2 emissions. Criteo is a leading global technology company that combines commerce data and intelligence to deliver digital advertising that enables marketers and media owners to drive commerce outcomes. Prior to Aerospike, Criteo combined an open-source NoSQL database with caching solutions. The Criteo platform needs to match an advertiser's content with an internet user’s interests 950 billion times a day and respond in just 50 milliseconds. These data loads and requests are continually increasing to deliver fast responses to help advertisers reach more consumers and grow their online sales. To meet both new and future petabyte-scale demands, Criteo turned to the Aerospike Real-time Data Platform, which will cut its server count by more than 80 percent for millions of dollars in annual IT savings. Our data demands are growing exponentially, and we need a real-time data platform that can handle our current requirements but ensure that we can adapt and scale for what lies ahead. The Aerospike real-time data platform takes us to the next level in terms of scale and performance and provides us with a standardized platform that ensures our customers can meet the rapid response times they demand both now and in the future.” Diarmuid Gill, CTO of Criteo. “In order to meet the latency needs of the Ad Tech industry every other solution needs a cache to sit on top,” explains Geoff Clark, General Manager EMEA, Aerospike. “That’s where Aerospike is different. Aerospike runs on DRAM and Flash, making it faster, more powerful and far less of a drain on server resources. If Criteo was to double its requirement for data tomorrow, it would still need less than a quarter of the servers it had before. This further demonstrates the ability of the Aerospike real-time data platform to powerfully perform at scale and still deliver significant cost-savings to business,” adds Clark. About Aerospike The Aerospike Real-time Data Platform enables organizations to act instantly across billions of transactions while reducing server footprint by up to 80 percent. The Aerospike multi-cloud platform powers real-time applications with predictable sub-millisecond performance up to petabyte scale with five-nines uptime with globally distributed, strongly consistent data. Applications built on the Aerospike Real-time Data Platform fight fraud, provide recommendations that dramatically increase shopping cart size, enable global digital payments, and deliver hyper-personalized user experiences to tens of millions of customers. Customers such as Airtel, Experian, Nielsen, PayPal, Snap, Wayfair and Yahoo rely on Aerospike as their data foundation for the future. Headquartered in Mountain View, California, the company also has offices in London, Bangalore and Tel Aviv. About Criteo Criteo is the global technology company that provides the world’s leading Commerce Media Platform. 2,500 Criteo team members partner with almost 20,000 marketers and thousands of media owners around the globe to activate the world’s largest set of commerce data to drive better commerce outcomes. By powering trusted and impactful advertising, Criteo brings richer experiences to every consumer while supporting a fair and open internet that enables discovery, innovation and choice.

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ADVERTISER PLATFORMS

Catalina and GSTV Form Strategic Partnership to Measure Impact of DOOH Ads

Catalina | December 02, 2021

Leading shopper intelligence and omni-channel media provider Catalina and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, have formed a strategic partnership to make GSTV an integral part of more retailers' and CPG brands' retail media strategies. Catalina will provide the required measurement metrics that demonstrate the efficiency and effectiveness of advertising on GSTV to help retailers and brands close the measurement loop and optimize the impact of specific GSTV ads on in-store sales. GSTV's digital video platform drives engagement with active and mobile consumers each day at more than 26,000 fuel retailer sites across the U.S., connecting with more than 96 million unique viewers each month. Notably, GSTV reaches grocers' most valuable shoppers with those who fuel up before visiting a grocery store spending 2.4 times more on groceries than those who hadn't just fueled up. Data also shows that the average GSTV viewer spends up to 3.9 times more on products at stores that are a regular part of their consumer journey within three hours of visiting a gas station. For its part, Catalina has been beefing up its Digital Out of Home (DOOH) capabilities in recent months, adding it as part of their omnichannel media strategy and leveraging their data insights to support innovative new targeting and measurement solutions. GSTV is a unique waypoint in the shopper journey, making it a valuable component to an advertiser's retail media strategy. Working together, we will help retailers and brands close the measurement loop and accurately assess and optimize the impact of specific GSTV ads on actual in-store sales." Tiffany Southwell, VP of Out of Home Media at Catalina. In September, Catalina announced that it has been aggressively investing in a modular portfolio of products and services under the "Catalina Compass" umbrella to support Retail Media Networks of all sizes by providing both shopper insights and measurement capabilities. Both Catalina and GSTV see a promising opportunity to make the latter an integral part of more retailers' on- and off-site media strategies. "Reaching the c-store shopper via GSTV is valuable for brands not only because of the network's proven ability to drive sales at c-store, but also because c-store shoppers spend a lot more on promoted items in other retail channels," said Eric Z. Sherman, EVP of Insights & Analytics at GSTV. "Catalina's Shopper ID Graph spans more than 109 million households and 1.9 billion digital ad IDs. Thanks to the depth of their shopper intelligence, Catalina can provide unique audience-level insights and prove shoppers make purchases as a direct result of the ads they saw on GSTV." An early demonstration of the new partnership: A recent campaign for a major ice cream brand drove a +17.3% sales lift among the GSTV-exposed audience, with incremental sales yielding a return-on-ad-spend of $5.37. Of note, 46% of buyers responding were new to the brand. Added Southwell, "With Catalina's data insights and precise measurement capabilities, GSTV will be able to optimize the performance of their campaigns and persuade more retailers and brands to seamlessly and efficiently incorporate GSTV into their broader media strategies." About Catalina Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world's richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or follow us on Facebook, LinkedIn and Twitter @Catalina. About GSTV GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world's largest advertisers.

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RETARGETING

Xandr to Offer Verity Contextual Targeting from GumGum

Xandr, GumGum | May 05, 2022

Xandr has recently announced that it will avail GumGum's Verity contextual and model security know-how accessible to its shoppers. GumGum and Xandr had collaborated since 2012 when GumGum's supply-side platform was connected to Xandr's "Make investments" DSP. Xandr is a part of AT&T that provides a global marketplace for premium advertising. Whereas GumGum is a contextual-first global digital advertising platform that captures people's attention without the use of personal data. Xandr and GumGum's collaboration will give advertisers a certified cookieless solution that is transparent, effective, and results-driven. In addition, the combination of Verity and Xandr's extensive premium advertising marketplace will allow businesses to ensure that their ads are presented in contextually relevant surroundings. "GumGum will be the first new contextual provider added to any major DSP in years, which signals the true shift to contextual that is happening in the industry today," said William Merchan, GumGum's Head of Verity. "GumGum will be the first new contextual provider added to any major DSP in years, which signals the true shift to contextual that is happening in the industry today," said William Merchan, GumGum's Head of Verity. "Expanding our partnership with Xandr to offer our accredited contextual technology directly in their platform is exciting and allows us to give advertisers what they want - a cookieless solution that is proven, transparent, and effective at scale." GumGum will now be accessible for pre-bid targeting via Xandr's Invest DSP and Xandr Curate, dramatically boosting GumGum's reach and scale. GumGum will now process more than 100 million pages per day and more than 9 billion queries per day just from Xandr. Advertisers will be able to activate Verity on Monetize SSP supply on practically any DSP using Xandr Curate. Advertisers who use Xandr's Invest DSP will be able to use GumGum's contextual intelligence solution for brand safety, contextual segments, keywords, and sentiment to strategically align their advertisements with relevant content to drive attention and brand memory. "Many advertisers are integrating contextual targeting into their campaigns as they look to the future of digital advertising. Our integration of Verity further enhances Xandr's holistic identity offering by giving our buyers the ability to target their key audience with a sophisticated pre-bid solution that allows for multi-purpose use cases including brand safety, IAB categorization, threat classification and sentiments expressed," said Dylan McBride, Global Head of Partnerships, Xandr. "Verity is the only accredited contextual intelligence solution to combine natural language processing (NLP) with computer vision (CV) and assess all the signals within an environment including text, image, audio, and video. Verity's capability to understand videos at a content level will be critical as more contextual signals for CTV video becomes increasingly accessible to DSPs," said William Merchan, GumGum's Head of Verity. Currently, this integration is only available in the United States. In addition, Playground XYZ, a GumGum subsidiary, is also integrated with Xandr, allowing advertisers to use both GumGum's contextual technology and Playground's attention technology in their campaigns.

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