ADVERTISER CAMPAIGN MANAGEMENT
Marin Software | February 06, 2023
Marin Software has recently announced its integration with Yahoo's platform to enhance its ad campaign optimization and purchase for advertisers, offering Yahoo DSP campaigns inside its MarinOne platform.
This integration will make it easier for advertisers to measure, manage, and optimize channel campaigns in one place. Yahoo's demand-side platform (DSP) offers access to premium inventory from the industry's top publishers, ad exchanges, supply-side platforms (SSP), and Yahoo's SSP authorizing advertisers for programmatic advertising. So, brands can learn what customers want and reach them on their preferred device and medium, such as mobile, desktop, digital platforms, out-of-home, connected TV, video, and immersive experiences.
CEO of Marin Software, Chris Lien, said, "We are excited to renew our partnership with Yahoo and continue providing our customers with best-in-class advertising solutions that enable them to reach their target audiences more efficiently and effectively than ever before." He added, "Our goal is always to provide brands and their agencies with industry-leading technology to manage and optimize their digital marketing programmes on a single platform and give them a competitive edge in today's digital marketplace. Working closely with Yahoo, we will be able to jointly develop even more innovative products that deliver on this goal."
(Source – Business Wire)
About Marin Software
Marine Software, one of the leading software development companies, is focused on authorizing digital agencies and advertisers for optimization, enhanced efficiency, and transparency of paid marketing programs. MarinOne is a unified software as a service (SaaS) advertising management platform of Marin Software that offers advertising optimization for search, social, and eCommerce programs to convert audiences into valued customers, enhance finances, and help digital marketers make better decisions. Its MarineOne Budget Optimizer maximizes the return on investment from advertising. In addition, it automates key workflows to save time and relieve the team's workload, allowing them to focus more on advertising strategies.
LG Ad Solutions | February 09, 2023
LG Advertising Solutions has recently released the results of its thought leadership study, "Enhanced Ads Study," highlighting the impact of enhanced Connected TV (CTV) advertising formats on watcher engagement and productivity, providing critical insights for the advertising industry's future.
The enhanced CTV ads use dynamic QR codes that, depending on time, change messaging and trigger location-specific creative content. Its study reported that around 49% of U.S. consumers engage with enhanced advertisements, demanding personalized and interactive advertising experiences. In addition, it discovered that approximately 94% of consumers feel the same way or prefer brands that use QR codes, and the same number are more likely to use or buy those brands.
They either feel the same or are more inclined towards the brands with store locations near them, with 92% regarding the same and more likely to buy or use those brands. In addition, an estimated 72% view the ads that are influenced by the current weather condition in their city, with approximately 94% having similar feelings or more chances of opting for the weather-based contextual ads and about 92% feeling the same or more possibilities to buy or use those brands. Thus, 72% of consumers prefer enhanced advertisements that display real-time sports scores, a countdown to games or events, and team matchups, and 64% are more likely to engage with these ads.
CMO of LG Ad Solutions, Tony Marlow, said, "The results of the LG Ad Solutions Enhanced Ads Study reinforce the importance of adapting to changing consumer preferences and leveraging innovative ad formats." He added, "By providing brands with the ability to create more personalized and interactive ad experiences within CTV environments, we are helping to drive better engagement and outcomes for both advertisers and consumers."
(Source – Business Wire)
About LG Ad Solutions
LG Ad Solutions, a TV and cross-screen advertising solutions provider, has been helping brands maximize reach and return on ad spend across the TV streaming marketplace since 2013. Headquartered in Mountain View, California, it connects smart TV products, brands, and consumers with TV audience data and artificial intelligence-designed videos across all screens. It links technologies with devices, with one automated platform for measuring and activating media across digital video and connected TVs. Its insights help marketers run cross-screen campaigns in flight and understand ad performance to optimize media reach.
Kochava | February 15, 2023
On February 14, 2023, Kochava, a real-time data solutions provider, announced its acquisition of Machine Advertising, joining brands with app marketers and enhancing its measurement solutions and presence in the EMEA region.
Kochava and Machine Advertising collaborated throughout the 2022 year for its incremental lift analyses with Machine's Always-on Incremental Measurement (AIM) product. This collaboration resulted in a productized approach to always-on incremental measurement services, according to Kochava Advertisers. In addition, this AIM product can work with other measurement toolsets and Kochava, the opposite of any mobile measurement partner (MMP) solution.
AIM, a marketing mix modeling tool, provides real-time incremental insights and enhances advertisers' drives. It also makes it easy for advertisers to learn the impact of factors like seasonality and channel saturation on the advertisement. It also suggests artificial intelligence (AI) recommendations optimize budget allocation. As a result, it is a critical tool for CFOs forecasting around a recession environment, increasing return on ad spend (ROAS) even in economic uncertainty.
Founder and CEO of Kochava, Charles Manning, said, "Machine's product focus to deliver always-on incrementality measurement aligns perfectly with our own objectives to add instant value to our clients. As a company built on customer-driven innovation, we are always looking for new best-in-class solutions to add to our solutions suite."
(Source – Business Wire)
CEO of Machine Advertising, Gary Danks, said, "We are thrilled to join forces with Kochava, a company that shares our commitment to innovation and customer-centric values." He added, "Our products integrate seamlessly into Kochava's already impressive portfolio, delivering unparalleled mobile measurement products and driving even greater success for our clients. Our team will support Kochava's EMEA expansion plans and being part of a larger organization allows us to take our vision to the next level and have a greater impact on the industry."
(Source – Business Wire)
Kochava, an attribution and measurement solutions provider for data-driven marketers, has been empowering publishers and advertisers with its Marketers Operating SystemTM (m/OS) for growth, integration, and management of customer identity, data controls and measurement since 2011. It unifies data and channel solutions with the operating system, simplifying data aggregation and reporting. Its platform also provides unlimited publisher and advertiser tools like building third-party solutions in the platform. In addition, it enhances data access and value action success through return on investment (ROI) increment. Headquartered in Sandpoint, Idaho, it provides customer-driven innovation, data security and growth worldwide.