Facebook says there's an easy way to break up the advertising walled gardens - but it needs brands to speak up first

Facebook | January 21, 2019

Facebook hinted last year that a data-sharing program was possible but only if other digital advertising companies joined in. But there hasn't been much movement since then, nor has it been clear how a joint-platform program would work. To coordinate the program, a neutral third party would have to process and anonymize streams of data, and it's been unclear what company would be up to such a task. But according to Brad Smallwood, Facebook's VP of marketing science, the answer to some of those concerns specifically when it comes to measuring comparable audience and reach stats already exists. "I don't think the answer is that we're going to have to build something from scratch in order to make this work," he told Business Insider.

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This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post.And if they do pay attention to the display ads cluttering their online experience, they can put a stop to irrelevant messaging by installing an ad blocker. Hey, it's tough for any brand to compete with plug-ins that can replace banner ads with pictures of puppies and kittens.

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This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post.And if they do pay attention to the display ads cluttering their online experience, they can put a stop to irrelevant messaging by installing an ad blocker. Hey, it's tough for any brand to compete with plug-ins that can replace banner ads with pictures of puppies and kittens.

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Integral Ad Science Goes Public Amid a Surge in Adtech Stocks Fueled by Google

Integral Ad Science | July 01, 2021

Integral Ad Science (IAS), an ad-tech firm specializing in ad verification, revealed its initial public offering (IPO) pricing today. Its trading floor debut comes after a wave of optimistic bets on adtech companies such as The Trade Desk, Magnite, LiveRamp, and Criteo after Google's statement on Thursday that it would postpone the deprecation of third-party cookies until 2023. Here is what they must do. understand the marketers Every day, IAS utilizes its dataset of over 100 billion online transactions to verify and protect digital advertisements and guarantee that humans rather than bots see them. Works with over 2,000 companies and publications worldwide. This year, the business has done well as distant enterprises seeking to recover losses incurred by Covid have increased their investment in digital advertising. As a result, it generated $ 240.6 million in revenue for 2020, rising 13% and achieving a 28% increase in adjusted EBITDA. Furthermore, industry trends suggest that the company's growth model is likely to continue - digital ad expenditure is expected to surpass $ 455 billion this year, up from just over $ 378 billion in 2020, according to a recent eMarketer study. The increase in ad spending is expected to generate additional business for IAS. According to the business, its current estimated value is approximately $ 2.4 billion. The company started trading on the Nasdaq today under the symbol IAS, issuing 15 million common shares at a price of $ 18 a share. The IPO is scheduled to conclude on July 2, but underwriters have a 30-day opportunity to buy up to 2.25 million more shares. The total IPO proceeds are anticipated to be about $ 270 million. The firm said in a statement that the net proceeds of the sale would be used to repay a portion of the IAS loans. According to IAS research, connected television (CTV) audiences are increasing, which will generate more advertising inventory and may boost demand for ad security and verification solutions like those provided by IAS. Furthermore, with the impending deprecation of third-party cookies, many experts anticipate that contextual targeting approaches, in which a message is automatically put based on relevant digital material, will gain traction in the next year or two. Because contextual ads will need validation and security procedures, IAS sees the shift toward context as an excellent opportunity to grow your business. Importantly, Google stated this week that the planned deactivation of the third-party cookie would be postponed. Advertisers and publishers will now have until the middle to late 2023 before the cookies are no longer available. Adtech stocks surged in reaction to the news. IAS may gain from reactive activity as well. The increasing demand for our solutions on social and connected TV platforms and the need for more advanced contextual targeting tools are all positive drivers for our business, according to company CEO Lisa Utzschneider. Our IPO allows us to continue innovating by expanding our technology and investing in exceptional talent, especially engineers. We will continue to provide advanced tools to marketers and publishers to navigate the future of digital media quality.

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Perion Renews Strategic Partnership with Microsoft to Drive Search Advertising Business Growth

Perion | November 03, 2020

Perion Network (NASDAQ: PERI) declared today the recharging of a multi-year vital organization with Microsoft (NASDAQ: MSFT) to drive search advertising business development through Perion's hunt innovation division, CodeFuel, and give a more vivid encounter across work area and portable. The proceeding with coordinated effort between the organizations will empower CodeFuel to additionally develop its distributer connections offering, worthwhile pursuit innovation arrangements, and complex ability for adapting their advanced properties. These incorporate shopping, item correlation and substance sites, applications, program augmentations, versatile launchers, and white name web indexes. Utilizing CodeFuel's distributers' organization empowers Microsoft to build search advertising piece of the pie and associate sponsors to a great many likely clients while advancing client experience through distributer properties. In the previous two years, CodeFuel has shown huge development through engaging distributers to make new income streams and remarkable inquiry encounters, while zeroing in on progressively excellent adaptation answers for track search interest. “Since 2010, we have enjoyed a strong, close partnership with Microsoft, consistently delivering innovative search solutions in a dynamic market, while maintaining high-quality standards and advertiser brand safety,” said Doron Gerstel, CEO of Perion. “As we enter the next phase of our partnership, we are confident that our complementary resources will continue to yield innovation and we are proud of the ability to help publishers monetize their traffic during all economic cycles.” “In this renewal, the partnership with Perion and CodeFuel has been throroughly modernized to ensure an optimal experience for Microsoft Bing consumers and advertisers,” said Kya Sainsbury-Carter, VP of Global Partnerships for Microsoft Advertising. “Perion has leaned collaboratively into shared goals for brand safety and user protections, and we look forward to growing into this new era together.” “We are delighted to continue to work closely with Microsoft on Publisher Search Solutions for desktop and mobile. Our mission is to continue to empower publishers with advanced technology solutions to grow their businesses. An enhanced search experience has proven itself to be a predictable and valuable path for growth, both for our publishers and us,” said Tal Jacobson, General Manager at CodeFuel. “This collaboration will enable publishers to expand into new platforms and vertical search solutions for eCommerce, content, and news” Jacobson concluded. About CodeFuel CodeFuel is the search technology division of Perion Network Ltd. (NASDAQ: PERI), and the creator of private search engine Privado. The company provides monetization solutions for websites, extensions, apps, and search engines, helping publishers boost search advertising revenue through ads, shopping, and news products. CodeFuel enjoys a long-standing relationship with Microsoft Bing, and additional search partners and content providers. About Perion Network Ltd. Perion is a global technology company that provides agencies, brands and publishers with innovative solutions that cover the three pillars of digital advertising. From its data-driven Synchronized Digital Branding platform and high-impact ad formats in the display domain; to its powerful social media platform; to its branded search network, Perion is well-positioned to capitalize on any changes in marketers’ allocation of digital advertising spend.

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Marketing and Media Events to Watch in the Next Seven Days

Advertising Research Foundation | March 07, 2022

Here are the marketing and media events you need to watch out for this week: March 7 The 2022 Academy of Country Music Awards telecast. Stream it on Amazon Prime Video at 8 p.m. ET. March 8 The Advertising Research Foundation will start its two-day Shopper 2022 virtual conference (noon to 1:30 p.m. ET each day). It will feature presentations and panels by Melanie Babcock, VP of Integrated Media for The Home Depot; Aaron Sobol, Head of U.S. Investments and Partnerships for Unilever; and Vita Molis, Head of Research and Insights for Global Business Marketing at TikTok, among others. Petco, a retailer which recently transitioned into a health and wellness destination, will report its fourth-quarter earnings. During the pandemic, it saw a sales jump as more Americans adopted furry companions. Petco has been working to replicate such success into new efforts such as a shop-in-shop pilot program with Lowe’s. It’s International Women’s Day. Brands that are showcasing their support this year include LinkedIn, HCL, and John Deere. March 9 The Collage Group, a consumer research organization, will host a webinar on health and wellness across races and ethnicity. This event shall provide research around how brands can capture consumer attention in the healthcare domain. Campbell Soup Co. will share its financial results for its fiscal second quarter. Brands like Goldfish and Pepperidge Farm are powering the company, while it is undertaking another round of pricing increase. March 10 Ad Age will host In Depth: Unlocking the Metaverse, a virtual conference for marketers looking to explore branding in virtual worlds. Avery Akkineni, President of VaynerNFT; Tressie Lieberman, VP of Digital Marketing and off-premise at Chipotle Mexican Grill; and Caty Tedman, Head of Partnerships at Dapper Labs will be the speakers. March 11 SXSW will begin in Austin, Texas and run through March 20. Hot topics like metaverse and NFTs will be discussed. March 12-13 The 27th Critics' Choice Awards telecast will air on Sunday at 7 p.m. ET on TBS and The CW.

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