AD NETWORKS
PR Newswire | May 18, 2023
Silverpush, a global leader in cookieless advertising solutions has recently announced its strategic partnership with 4D, the advanced contextual targeting and insights platform, built by customer experience business, Silverbullet. This partnership is a part of Silverpush's efforts to advance its omnichannel strategy with Mirrors and enhance its vision for a cookieless future in the advertising landscape.
Growing concerns and stricter regulations regarding consumer privacy have prompted Safari and Firefox to ban third-party cookies, and Chrome is following suit. IAB predicts that publishers could suffer losses of up to $10 billion in advertising revenue once third-party cookies are phased out entirely. In reaction, digital marketers are scrambling to identify substitutes that enable them to deliver targeted advertising while upholding data privacy standards.
Silverpush has already established its position in the advertising industry with its advanced contextual intelligence technology, Mirrors, which includes cookieless solutions and in-video context detection capabilities. Through this new partnership with 4D, the company is taking further steps to expand its cookieless offerings across various digital platforms, such as OTT, CTV, and Programmatic. This move is expected to have a significant impact on the industry's shift away from traditional cookie-based advertising.
"By joining hands with 4D, Silverpush's clients and marketing partners will be able to identify brand-appropriate content beyond the usual frameworks and target it contextually with greater precision," stated Kartik Mehta, COO & CRO at Silverpush.
This move will enable the company to offer crucial contextual insights by detecting non-endemic keywords and contexts that significantly impact campaign performance. This valuable information can be leveraged by advertisers to enhance the delivery and effectiveness of advertising campaigns.
"We couldn't be more excited to partner with Silverpush, as we align our businesses to pave a better future for the privacy-era. In a world where customer experience and trust continue to remain in high focus, it's imperative that businesses look to adopt advanced contextual solutions, to take full advantage of reaching the right consumers, in the environments they trust, in the moments that matter - all without the use of cookies or personal identifiers." Umberto Torrielli, Co-founder and CSO at Silverbullet and 4D.
About Silverpush
Silverpush is an advertising technology firm providing cookieless AI-Powered hyper-contextual solutions to advertisers to reach their target audience at the relevant moment. Silverpush has a global presence in 18+ offices worldwide, has won 7+ global awards, worked with Fortune 500 brands, and has successfully completed 4000+ campaigns.
About 4D
4D is the privacy-first contextual targeting and insights platform that enables the delivery of display and video campaigns in environments consumers trust. Built by Silverbullet, 4D brings together the most advanced machine learning and AI technologies to help you reach your customers at the right place, right time, and in the right moment- all the while respecting their privacy and rights as consumers.
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ADVERTISER CAMPAIGN MANAGEMENT
Business Wire | April 10, 2023
Azerion, the digital entertainment and media platform, has supercharged its full-funnel brand performance capabilities with the launch of a new data and technology arm, Performance by Azerion.
The team of data and technology specialists will help clients to create bespoke targeting, creative and measurement strategies driving increased performance across the funnel. By identifying consumers in their moment of ‘discovery’, their interests, passions and intent, they will apply highly custom audience and pixel strategies to drive better outcomes for brands and agencies alike.
Performance by Azerion is unique in its ability to use data captured from browse, search, share, social, and context to identify and build totally bespoke audiences, all in real-time. Its datasphere consists of over 90bn monthly data events, allowing Azerion to scale even niche or cookieless audiences. Fed by data that’s refreshed every two hours, it also brings live audience insights into targeting strategies, helping clients drive increased performance across the funnel.
The launch follows the acquisition of Hybrid Theory, the full-funnel programmatic agency. By integrating Hybrid Theory’s technology and market-leading data capabilities and combining these with its advertiser brand performance framework, Azerion has created a solution that opens up opportunities for lower funnel activity and further strengthens its upper and middle funnel capabilities.
The announcement further reinforces Azerion’s established brand solutions to make it the most credible full-funnel partner in the ecosystem.
Anna Forbes, UK Country Director at Azerion UK: “Azerion’s fast growth has been driven by our commitment to provide the best outcomes for brand clients by using a combination of unique data and first-class technology. Through Performance we do just that, delivering unparalleled results at every stage of the customer journey for display and video campaigns.
“Led by an award-winning Client Service team, our new offering will cement Azerion’s reputation as world leaders in data-driven, full-funnel advertising campaigns, and allow us to scale up even the most niche audiences without the use of cookies. This is a next generation advertising solution that broadens our ability to reach even greater numbers of brand partners across the globe.”
Peter Birch, Managing Director of EMEA’s new performance arm, commented: “ We are proud to offer clients and agencies fully customised solutions that have a laser-focus on performance. In this economic climate, it is more important than ever that advertisers work with trusted partners that deliver competitive outcomes. This is what Performance by Azerion will strive to achieve.”
Performance by Azerion will first launch in the UK market before being rolled out globally, with the Hybrid Theory brand being phased out as a result.
About Azerion
Azerion is a high-growth digital entertainment and media platform. As a content-driven, technology and data company, Azerion serves consumers, digital publishers, advertisers, and game creators globally. Azerion’s integrated platform provides technology solutions to automate the purchase and sale of digital advertising for media buyers and sellers, supported by in-market sales and campaign management teams. Through our technology, content creators, digital publishers and advertisers work with Azerion to reach the millions of people across the globe that play Azerion’s games and view its distributed entertainment content to increase engagement, loyalty, and drive e-commerce.
Founded in 2014 by two Dutch entrepreneurs, Azerion has experienced rapid expansion driven by organic growth and strategic acquisitions. Azerion is headquartered in Amsterdam, the Netherlands and is a publicly traded company listed on Euronext Amsterdam. For more information visit: www.azerion.com
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ADVERTISER PLATFORMS
PR Newswire | April 25, 2023
Today, UM, a global media agency network of IPG Mediabrands, announced an industry-first partnership with Roku, Inc., the #1 TV streaming platform in the U.S., Canada, and Mexico*, that will provide the agency and its sister agencies exclusive solutions to measure unrated, minority-owned networks for the first time. The deal provides planning and investment teams with access to critical linear TV data ahead of the 2023 TV Upfronts, giving smaller, minority-owned networks opportunity alongside larger, rated networks.
Today, many of the 35+ smaller, minority-owned networks do not show up in traditional TV measurement. Panels may lack the scale to capture emerging media properties, and setup costs may be prohibitive. This ratings gap leaves marketers guessing about the audience and inhibits advertising spend.
"We continuously work to identify the challenges and gaps in the marketplace as part of our ongoing commitment to drive equitable and inclusive business practices," said Deidre Small-Landau, Head of Business Equity, IPG Mediabrands. "Lack of linear ratings information is a significant impediment to why brands are not investing in minority-owned networks, and we look forward to creating more growth opportunities for clients and minority-owned networks alike across the Mediabrands family of brands."
Roku is leveraging its proprietary Automatic Content Recognition (ACR) technology to generate two sets of comprehensive monthly reports for UM and IPG Mediabrands. The first provides average viewership by network by daypart and reach per channel, designed to be used for planning purposes. The second set shows actual viewership by program by day, validating how many viewers are exposed to advertising content, providing insight into how specific campaigns are performing.
Automatic Content Recognition (ACR) is a technology that, when enabled, allows Roku to recognize the programs and commercials viewed over antenna, cable, and satellite on Roku TVs. As the #1 selling smart TV OS in the U.S. as of Q4 2022, Roku brings broad reach and a direct consumer relationship that offers accurate, scaled insights.
Roku found that, between December 2022 and February 2023, previously unmeasured minority-owned TV networks reached an estimated 16.8 million U.S. households on traditional TV and delivered more than 400 million advertising impressions. Roku's reporting clarifies the opportunity for brands to partner with minority-owned channels.
"You can't invest in what you can't measure," said Kristina Shepard, Co-Head of U.S. Brand Sales, Roku. "Our goal is TV made better for everyone. We're thrilled to bring unique scale, data, and technology forward to solve industry challenges and improve media equity together."
This partnership is the latest in UM's efforts to generate more equity in the marketplace for minority-owned media. Last fall, the agency released its groundbreaking Future Impact study, which proved for the first time that brands that support equity values in the workplace and in media will see double the impact in purchase intent. UM also helped spearhead the launch of the Equity Upfronts with MAGNA, the intelligence and investment arm of IPG Mediabrands, a now-annual event that introduced minority-owned media to the Upfronts schedule for the first time ever.
"Roku has been consistently open to partnering with us in new and different ways, and their technology is uniquely capable of measuring the viewership of unrated networks," says Marcy Greenberger, EVP, Managing Partner, Integrated Investment, UM. "Our clients will benefit from the data-backed insights that are typically unavailable, creating rationale and incentive to expand their network consideration sets and meet equity investment objectives while still maintaining confidence in their spend and reach. It's a win-win for everyone, especially minority-owned networks that want to show advertisers the value they bring to the table."
About UM
UM is a global media agency committed to Futureproofing our clients' businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity and belonging, drive better business outcomes for brands. As the leading global media network in IPG Mediabrands, UM operates in over 100 countries, with more than 3,000 people innovating on a roster of global clients including Accenture, American Express, GoPro, Johnson & Johnson, Levi Strauss & Co, Mattel, Sony and Spotify. For more information, please visit https://www.umww.com/.
About Roku
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV- related audio devices, are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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