AD TECH AND MARTECH
Anzu, Socialpoint | November 11, 2022
Anzu.io, the world’s most advanced in-game advertising platform, today announced a new partnership with Socialpoint, a wholly-owned mobile games development studio that is part of Take-Two Interactive’s Zynga label, which will enable advertisers to run ads in the popular town-builder and strategy-game, Dragon City.
The partnership will see Anzu’s non-intrusive intrinsic in-game ad placements integrated into Dragon City, appearing on 3D objects throughout the game to preserve the user experience while enhancing the gameplay. Advertisers working with Anzu can run their display and video ads within the iOS, Android, and PC versions of Dragon City to reach hundreds of thousands of highly engaged players globally.
Dragon City plays host to more than 1,600 dragons for players to collect, each beautifully designed with its own personality, skill, and rarity. Players can breed, grow, and level up their dragons while sending them to compete in epic battles online. In its most recent and exciting update, the game partnered with AMC Networks to bring The Walking Dead experiences to the game. Anzu now allows advertisers to reach Dragon City players across all geographies, with a special focus on the U.S., UK, Germany, France, Canada, and Australia.
“Dragon City is a renowned title with rich and engaging content that keeps players coming back every day, and Anzu’s ad placements allow advertisers to tap into this diverse and highly engaged audience in a non-intrusive way.- Lev Kommisarchik, VP Mobile Games and Publisher Services, Anzu.
“Dragon City is a renowned title with rich and engaging content that keeps players coming back every day, and Anzu’s ad placements allow advertisers to tap into this diverse and highly engaged audience in a non-intrusive way. The game has a huge following, and it’s been great to work with Socialpoint to help them establish their in-game ad monetization strategy, which benefits their studio, players, and advertisers.” — Lev Kommisarchik, VP Mobile Games and Publisher Services, Anzu
Advertisers working with Anzu benefit from its advanced technology, rich and diverse game inventory stretching across mobile, PC, and console, and its partnerships with third-party vendors like IAS and Oracle Moat, providing advertisers with third-party viewability verification and in-view metrics when running in-game ads, either direct or programmatically. Anzu also worked closely with the IAB, MRC, and other industry experts on the newly published intrinsic in-game advertising guidelines to help bring more standardization to in-game advertising.
"We are very excited to see how Anzu's industry-disrupting technology will help us create a new revenue stream. We are also looking forward to welcoming some of the world’s biggest brands into Dragon City, further enhancing the gaming experience for our players worldwide.”— Noemie Kerlidou, Senior Product Ad Monetization Manager, Socialpoint
Emodo | October 13, 2022
Emodo, the intelligent exchange creating more memorable connections through personal, relevant and rewarding advertising experiences, today announced the launch of Adapt, a rich and dynamically-optimized native ad offering that drives increased engagement and higher impact for brands and advertisers. This ad offering is transforming the next era of programmatic advertising by enabling personalized storytelling and sustainable KPIs.
“With its one size-fits-all approach, standard native advertising is no longer enough for advertisers and brands,” said Tom Anderson, Chief Marketplace Development Officer at Emodo. “Our innovative advanced native offering brings a richer and smarter approach to advertising, presenting brands with a dynamic, attention-grabbing ad format to drive engagement and performance, and publishers with a new revenue opportunity through an exclusive, differentiated ad format, as well as a better user experience that aligns with their website’s context and aesthetic.”
Adapt native ads are built via Emodo’s creative rendering engine, which has the ability to layer on various effects including loading, image, text, call-to-actions, layouts and styling to create limitless permutations of an ad unit. Emodo then leverages its artificial intelligence-powered dynamic optimizer to understand the most optimal features and generate captivating designs for publishers and their audiences. This cutting edge technology unlocks new capabilities for creative testing and performance at scale that are not available in traditional native formats.
In support of its Adapt launch, today, Emodo has also released brand-new survey data on consumer affinity for native advertisements. The survey included standard display, standard native and Adapt native ads across three different publishers’ pages, and used eye-tracking to understand engagement with the various different ad formats. Findings include:
Across three campaigns tested, whenever viewable, the Adapt unit drove statistically significantly more Attention as compared to any other unit tested, at the 95% confidence interval, holding campaign, publisher, unit size, audience, and everything else constant.
For an automotive campaign, Adapt drove 13% higher Message Association as compared to either a standard Display or a standard Native unit
Adapt drove an 71% higher lift in Message Association as compared to Static Native for a Discount Clothing Retailer.
For a CPG campaign, Emodo’s unit drove 17% higher attention (time spent via eye-tracking) as compared to standard Display, and 11% higher attention as compared to standard Native.
“Social platforms like Facebook, Instagram and Snap have proven that highly optimized native executions are impactful but have, until now, only been available behind their walls,” continued Anderson. “By bringing our future-proof innovations to the market, we are elevating the opportunities for advertisers beyond the walled gardens and staying ahead of the curve.”
In an effort to double down on more impactful advertising, Emodo has also refreshed its brand mission and focus: to build more memorable connections through its global exchange, making advertising more impactful for brands and profitable for publishers. Emodo leverages rich, dynamic creative experiences, such as Adapt, augmented reality, and shoppable ads, to help advertisers capture attention and build brand love. This, paired with ID-independent targeting and better science, fuels personalization and drives performance.
“As we look toward the future, our intention in this next era of Emodo is to bring richer, more sophisticated approaches to personalized advertising experiences,” added Alistair Goodman, CEO of Emodo.
“As we look toward the future, our intention in this next era of Emodo is to bring richer, more sophisticated approaches to personalized advertising experiences,” added Alistair Goodman, CEO of Emodo. “In this transformative time for the programmatic industry, we’re striving to facilitate memorable connections between consumers and the brands they love through everything we do.”
Emodo helps advertisers and publishers create memorable connections with consumers through more relevant, rewarding and impactful advertising. Its intelligent exchange puts creative first, enabling advertisers to build brand love through rich, dynamic advertising experiences informed by the latest AI and a deep understanding of consumer sentiment. Emodo Adapt, an exclusive advanced native ad format, outperforms alternative programmatic solutions through a better approach to contextual relevance, creative personalization and KPI optimization. As an Ericsson company, Emodo benefits from a wide range of research, innovation, and access to mobile operators that helps it deliver better outcomes to clients and make the unimaginable possible.
Emodo is a wholly owned subsidiary of Ericsson, which enables communications service providers and enterprises to capture the full value of connectivity. It is designed to help customers go digital, increase efficiency and find new revenue streams. Ericsson’s innovation investments have delivered the benefits of mobility and mobile broadband to billions of people globally. To learn more, visit www.emodoinc.com
MiQ, AirGrid | November 04, 2022
In its commitment to enabling the next generation of programmatic advertising, MiQ, the global programmatic media partner, today announced the acquisition of UK-based AirGrid, the privacy-first audience platform. Powered by edge computing, AirGrid adds critical publisher-focused technology capabilities and proprietary data to MiQ’s extensive solution suite, accelerating its leadership in shaping the cookieless future for clients.
AirGrid is the only platform which enables marketers to connect directly to publishers for privacy-first and cookieless audience creation and activation. Instead of using cookie-based data, AirGrid uses machine learning to segment publisher audiences without the use of any identifiers. It then stores, models, and activates locally on-device or “at the edge” so that user data never leaves a device. In addition to maximising yield for publishers, these capabilities supercharge marketer audience strategies across a network of premium publishers, without ever having to handle user data, and increases reach in cookieless environments, such as the Safari web browser.
“Just two months after our monumental PE investment from Bridgepoint, we’ve made this exciting move with AirGrid that gives us a transformational technology asset to remain front of the pack in delivering privacy-first programmatic solutions to our clients,” said John Goulding, Global Chief Strategy Officer for MiQ “With AirGrid, publishers and marketers will be able to target inaccessible audiences previously out of reach due to cookie blockers. It’s a win-win-win scenario. Publishers get better control, access, and monetisation opportunities, brands can apply more precise targeting functionality to key audiences historically out of reach, and consumers’ data never leaves their device.”
AirGrid bolsters MiQ’s existing cookieless suite of authenticated data connection, advanced contextual data methods, and clean room solutions, which together power better analytics and targeting. With a global reach of hundreds of millions of users, AirGrid’s solutions are available now for any campaigns targeting UK supply, providing instant access to first-party data from five UK publishers and over 750 domains. MiQ is already working to expand this to the U.S. and Canadian markets, which will be available in the second half of 2023.
AirGrid will retain its brand name and serve as a standalone entity under the MiQ umbrella.
“Google may have delayed the cookieless deadline to 2024, but its reality is already here,” said Dennis Yurkevich, AirGrid founder and CEO and now Managing Director and CTO.
“Google may have delayed the cookieless deadline to 2024, but its reality is already here,” said Dennis Yurkevich, AirGrid founder and CEO and now Managing Director and CTO. “The internet has experienced rapid change, even within the last several years alone, as consumers, legislators, and other tech giants demand the eradication of data practices of the past. We need to heed their words proactively versus reactively when it’ll be far too late. We’ve watched as MiQ has led this charge for years, and we’re excited to be on board now to drive even further innovation for publishers and marketers in this future.”
Goulding continued, “The addition of AirGrid is just the beginning for MiQ. With our newly-formed M&A business division, we’re laser-focused in executing our strategic plan to drive impactful growth and expansion of our business, and serve as the preeminent authority on privacy-first digital advertising.”
We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.
Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific. We were named to AdExchanger’s Programmatic Power Players list in 2022, 2021, and 2020, were awarded Most Effective Use of Data at The Drum’s Digital Industries Awards 2021 and named 4th in The Sunday Times International Track 200 for 2019. MiQ operates globally from 18 offices located in North America, Europe and APAC.
You can find out more here: wearemiq.com.