Ad Networks, Ad Tech and Martech
Business Wire | July 26, 2023
LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, today announced that it has joined Ad Net Zero, the climate action programme to help advertising tackle the climate emergency by decarbonizing ad operations and accurately promote sustainable products and services. LoopMe will be a “Supporter” alongside a diverse range of companies, including tech giants such as Amazon, Google and Meta; agencies such as dentsu, Publicis Groupe, and Omnicom Group; adtech companies like PubMatic; and industry associations, such as ANA and IAB; and more.
“We are delighted to have LoopMe amongst our supporters, especially given their recent stated contributions to advertising sustainability, both within their own business operations by achieving carbon neutrality and by enabling more sustainable practices industry-wide with their marketplace that reduces carbon emissions for partners,” said John Osborn, Ad Net Zero US Director. “LoopMe embodies the Ad Net Zero mission of modeling and empowering advertising sustainability practices through decarbonisation.”
By joining Ad Net Zero, LoopMe is committing to following the group’s five-step plan:
Reduce emissions from advertising business operations
Reduce emissions from advertising production
Reduce emissions from media planning and buying
Reduce advertising emissions through awards and from events
Harness advertising’s power to support behavior change
“We have worked arduously to prioritize sustainability as a tenet of our business and to offer more sustainable technology options to our advertising industry partners,” said Stephen Upstone, CEO and founder of LoopMe. “We are thrilled to have achieved significant momentum with our advertising sustainability initiatives, and are looking forward to leveraging Ad Net Zero’s guidance to further elevate our impact as an evangelist for doing right by our planet.”
LoopMe’s dedication to Ad Net Zero comes on the heels of another sustainability milestone announced in May 2023 in which the company achieved carbon neutrality seven years ahead of schedule. This was accomplished through a combination of internal carbon footprint reduction efforts, such as maximizing cloud efficiencies through migration of data centers to renewable-powered sites, including Google Cloud; reducing electricity consumption; establishing environmentally-geared HR policies; and investing in high-quality carbon removal projects.
LoopMe also recently launched its sustainable Intelligent Marketplace, delivering a fully certified, green-by-design supply path for its global partners. The sustainable marketplace personalizes demand-side traffic shaping, thereby dynamically filtering out 98% of supply that won’t receive a bid. This creates a 40x increase in DSP buying efficiency and dramatically reduces carbon emissions for partners.
As the business community prepares for the rollout of global business sustainability disclosure standards in 2024, LoopMe will continue to enable the advertising ecosystem to meet objectives through a sustainable lens with additional sustainability initiatives to be announced throughout 2023. For more information, please visit https://loopme.com/sustainability/.
LoopMe is a technology company that uses artificial intelligence (AI) to improve brand advertising performance and outcomes. LoopMe was the first to apply AI to brand advertising and its Intelligent Marketplace, finding solutions to industry challenges that haven’t previously been solved. With consumer insights and AI at its core, LoopMe makes brand advertising better, outperforming industry benchmarks for leading global brands. Our vision is to change advertising for the better, by building technology that will redefine brand advertising. LoopMe was founded in 2012 and is headquartered in London with global offices across New York, Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Dnipro, Hong Kong, Kansas City, Krakow, Los Angeles, Nashville, Manchester, Miami, Minneapolis, San Francisco, Singapore, Sydney, Tokyo, and Toronto. For more information, please visit www.loopme.com.
About Ad Net Zero
Ad Net Zero is a climate action programme to help the advertising industry tackle the climate emergency by decarbonizing ad operations and supporting every industry to accurately promote sustainable products and services. Originally founded by the UK Advertising Association in partnership with the IPA and ISBA, Ad Net Zero launched its 5-point action plan in the UK in November 2020 and has since gained over 100 UK supporters. The action plan aims to achieve net zero emissions in ad development, production, and media placement, as well as use advertising’s positive influence to help shift consumers towards more sustainable behavior. Its first non-UK territory launched in Ireland in June 2022, followed by a global roll-out at Cannes LIONS 2022. In February 2023, Ad Net Zero launched in the US, supported by the 4A’s, ANA and IAB, where it now counts over 70 supporters. Ad Net Zero has widespread backing from across the industry and proudly counts support from the world’s six biggest agency holding groups, media owners, tech companies, advertisers, and independent creative and production agencies. For more information, please visit www.adnetzero.com.
Ad Networks, Ad Tech and Martech
Integral Ad Science | July 13, 2023
Anzu, the most advanced intrinsic in-game advertising solution, and Integral Ad Science (IAS), a leading global media measurement and optimisation platform, have announced the launch of the industry’s first solution that measures viewability and invalid traffic (IVT) across 2D and 3D gaming environments and tracks them within the IAS signal platform.
Gamers play two or more hours of video games every single day, so the need to monitor media quality has never been more important. This next step in intrinsic in-game ad measurement provides advertisers with additional trust and confidence when investing in-game. Last July, Anzu and IAS launched an in-game measurement solution for mobile environments. This new solution builds on its previous offering, working across programmatic and direct buys for display and video ads, and spans mobile, PC, and console gaming platforms.
Last year marked a considerable step forward in establishing intrinsic in-game advertising as a recognised ad format with the release of the updated intrinsic in-game advertising guidelines from the IAB and MRC. IAS and Anzu’s new offering was created with these guidelines/standards in mind.
“When founding Anzu, we knew that for in-game to succeed, advertisers would need a robust and transparent way to measure their success and be able to compare it to other mediums, which is why this area has been a core focus for us as a business from day one,” said Ben Fenster, co-founder and CPO, at Anzu. “It’s been great to work together with IAS on this first-to-market solution which marks a significant step forward in how measurement is done within the in-game advertising space.”
“We know that gaming is one of the most compelling environments for advertisers because consumers bring passion, focus, and dedication when they are playing,” said Yannis Dosios, chief commercial officer at IAS. “Our expanded partnership with Anzu brings IAS’s powerful viewability and invalid traffic measurement products to in-game 3D settings for the first time, demonstrating our leadership in the gaming space while providing marketers with even greater levels of transparency and actionable data to deliver results for their campaigns.”
In addition to this launch, earlier this year, Anzu was granted a patent by the United States Patent and Trademark Office for its innovative ad-tracking technology, compliant with new in-game advertising standards and third-party brand safety solutions. Anzu was also recently awarded Best Use Of Emerging Media at the Digiday Media Buying and Planning Awards for an in-game campaign with the iconic fashion brand Levi’s.
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.
Display Advertising, Ad Tech and Martech
PR Newswire | July 25, 2023
Simpli.fi, the Advertising Success Platform that provides programmatic advertising and workflow solutions to agencies, brands, and media companies, today announced ZTV, an addition to its comprehensive suite of CTV advertising solutions. ZTV is an advanced offering that delivers targeted CTV advertising at CPMs in the low teens, which is approximately half the $23 average CPM for CTV advertising, according to Guideline, owner of Standard Media Index. ZTV provides competitive pricing while delivering CTV advertising on high-quality inventory with precise audience targeting, granular reach, and frequency measurement at the household level.
With ZTV, advertisers are able to target campaigns using Simpli.fi's proprietary weighted ZIP code ranking system, based on U.S. Census demographic information and Automatic Content Recognition (ACR) TV viewing data, to identify and target the most relevant ZIP codes out of 41,000+ throughout the U.S. Campaign performance is improved by optimizing campaigns to the ZIP codes that index most highly to their desired audiences, based on demographic, viewing habits, conversion activity, and other factors.
With granular digital reporting and attribution capabilities, ZTV adds toSimpli.fi's robust CTV advertising solutions suite, including:
Household Addressable Targeting using both first-party data and custom audiences based on 3,000+ data variables.
Geo-fencing of locations visited by targeted audiences.
Behavioral Targeting leveragingSimpli.fi's unique unstructured search and contextual data, as well as third-party data segments.
Inventory targeting with Private Marketplaces (PMP) deals and allow lists.
Retargeting of audiences who have visited an advertiser's website or physical store.
ZTV brings significant benefits to multiple advertising use cases, including:
Local advertisers wanting to focus delivery of TV ads on the ZIP codes in their service areas at a lower CPM than typically required for cable zone targeting.
Performance advertisers looking to minimize CPA and/or maximizeROAS measures.
Multi-location businesses such as retail,QSR, franchises, and dealerships that operate in specific trade zones and/or zips. ZTV provides more granular targeting than DMA and Cable Zone buys, while also providing enhanced attribution and reporting insights.
National advertisers wanting to compensate for under-delivery of linear TV by targeting specific ZIP codes that have a relatively higher usage ofCTV streaming compared to linear TV viewing.
Media companies offering audience extension services that bundleSimpli.fi's CTV solutions with their owned and operated linear and CTV solutions.
"As the industry prepares for a cookieless future and more consumers continue to cut the cord, this capability will help advertisers reach their target audience while adding CTV into their media mix with a future-proof solution," saidPaul Harrison, co-founder and CTO of Simpli.fi. "We're excited to offer this CTV targeting application to further campaign success for our clients and bring the added benefits of digital to TV advertisers."
This offering is a strong addition to Simpli.fi's Advertising Success Platform, which is focused on enabling advertisers and agencies to perform more effectively and efficiently, and maximize ROI on their advertising spend.
For more information about Simpli.fi's industry-leading CTV advertising solutions, please visit ourwebsite.
Simpli.fiis the leading Advertising Success Platform, providing programmatic advertising solutions and workflow software to over 2,000 media teams, agencies, and brands. Simpli.fi empowers advertisers to maximize relevance, in what they do, in the connections made, and in the results delivered across CTV, mobile, display, and other media types. Our platform delivers performance on budgets of all sizes, executing over 140,000 campaigns for 30,000 advertisers in a typical month. Simpli.fi's investors include leading private equity firms Blackstone and GTCR.