AD TECH AND MARTECH
Hivestack, mc R&D GmbH (mcrud) | February 01, 2023
On January 31, 2023, Hivestack, the world's top independent programmatic digital out-of-home (DOOH) ad tech firm, has partnered with Germany's biggest passenger TV network provider, mc R&D GmbH (mcrud). mcrud's 5,800 displays on 2,000 public transportation vehicles (subway, bus, and streetcar) may now be purchased programmatically using Hivestack's supply-side platform (SSP).
Hivestack will provide local and international advertisers, agencies, and omnichannel DSPs the ability to create, activate, and assess programmatic DOOH campaigns across mcrud's DOOH screens in two major German cities with the integration of mcrud's inventory.
The biggest passenger television provider in Germany, mcrud, shows high-quality programs on Berlin and Munich's public transit. Berliner Fenster station serves more than two million people every day in Berlin alone. The agreement with mcrud would enable advertisers to reach a potential weekly audience of 20 million people.
Managing Director at Hivestack, Will Brownsdon, said, “We are thrilled to announce our partnership with mcrud in Germany. Our goal at Hivestack is to connect buyers to audiences on the move and across a wide range of OOH environments. mcrud represents just this, offering incredible reach in a unique and captive environment.”
(Source – ExchangeWire)
Germany's expected DOOH ad expenditure for 2022 is €708 million (£622.5 million). Digital outdoor advertising has grown consistently, sometimes at double-digit rates. In 2018, DOOH's total sales were still €410 million (£360.4 million) (source: Nielsen Media Research). However, this is a 72.5% increase within four years. Programmatic DOOH technology provides marketers with unparalleled reach, enabling global companies to target their customers precisely through large-scale DOOH displays.
About Hivestack
Hivestack is the most prominent independent, worldwide, full-stack marketing technology firm that enables the buy- and sell-side of programmatic digital out-of-home (DOOH) advertising. On the purchase side, marketers leverage the demand-side platform from the firmto design quantifiable campaigns that activate DOOH displays in real-time, depending on customer behavior and audience movement patterns. On the sell-side, DOOH media owners use the supply-side platform and ad exchange from Hivestack to generate programmatic income. Additionally, DOOH media owners may use its ad server to support audience-based, directly soldcampaigns.
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AD TECH AND MARTECH
Smartly.io | March 17, 2023
Smartly.io, one of the world’s largest SaaS digital advertising platforms, today announces significant company advancements, stemming from months of strategic moves—including two acquisitions, a new platform release and strategic hires to senior leadership—under the guidance and vision of industry veteran Laura Desmond. The company, which holds certified partnerships with media leaders Meta, TikTok and Google, among others, brings dynamic integrations to the digital and social space, successfully “redefining social and creativity,” according to Nikhil Lai, Senior Analyst at Forrester.
Desmond, the former Global CEO of Starcom Mediavest Group and senior executive of Publicis Groupe, has a seasoned track record for creating symbiotic relationships between advertising and technology—influencing opportunities that reshape entire industry categories. As was the case in 2021, where Desmond, a member of DoubleVerify’s Board of Directors and operating partner at Providence Equity, played an integral role in leading its IPO—one of the most successful in the media and technology sector that year.
“When Providence acquired Smartly in 2019 and I became Chair of The Board, the company’s potential was clear from the start. Smartly is uniquely solving real problems that brands and marketers need to have solved: agile creative and media management at the same time; rapid intelligence around performance—what's working and what's not; the ability to execute personalization at scale. The steady updates we’ve been making are unlocking a depth and breadth to the technology that’s affording brands the ability to move across channels as fluidly as the consumers they aim to engage do,” commented Desmond. “Coupled with the additions of Brett Wein as Chief Sales Officer, and Oli Marlow-Thomas as Chief Innovation Officer, I am confident that our vision for Smartly.io will effectively redefine the future of digital advertising for brands and marketers alike.”
Smartly.io’s continuous releases to Workspaces has created a unique full-funnel, multi-channel approach to social advertising, integrating creative, media buying and intelligence at scale, in one platform. Specifically, the company’s creative-focused adtech enables marketers to:
Reach Smartly: Automate campaign workflows across all major platforms, reaching audiences quickly, easily and cost effectively.
Engage Smartly: Create beautiful, cohesive, and effective creative across the funnel that drives action.
Learn Smartly: Extract consolidated actionable insights to respond to audience behaviors in real-time to maximize return on investment (ROI).
"The depth of knowledge [Smartly.io] brings across verticals is really impressive,” said Merry Morud, Lead, Global Creative Optimization for Consumer Products at Uber. “On top of that, they have a fantastic creative team, which is very mobile-first, which is what we, as digital marketers, in a mobile space and mobile-first world look for.” Uber, a longtime client of Smartly.io, has used the company’s platform to execute iterative creative approaches at scale as part of their global media buying practice.
Smartly.io, now managing upwards of $5B in media spend, is unlocking the ability for true multi-platform brand building that exceeds both customer expectations and drives engagement across platforms, at scale. As a result, platform partners like Meta have leveraged Smartly’s Advantage+ Shopping solution to deliver upwards of 150 creative variations across all creative placements, expanding consistent brand reach and personalization in a privacy-safe way.
“Reinvention tends not to come from large scale companies, so we are using our nimble size and strong influence to create real movement in the industry,” said Oli Marlow-Thomas, Chief Innovation Officer, Smartly.io.
ABOUT YOU, one of Europe’s fastest growing fashion platforms, leverages Smartly’s TikTok Shopping Ads across markets. Since implementation, it's seen a near 30% uplift in ROAS for catalog sales, compared to the business-as-usual catalog sales campaigns, and greater than 100% uplift for "add to cart” actions compared to TikTok’s data.
“The Smartly Digital Advertising Platform is the result of years of collaborations, acquisitions and continuous innovation that’s allowing us the ability to really push the limits of what’s been possible, up until now that is. We’re working on some exciting new builds with partners that will hit the market in the coming months, that will take dynamic creative and media optimization to new heights,” continued Marlow-Thomas.
To learn more about the Smartly Digital Advertising Platform and how it’s revolutionizing the industry, please go to https://www.smartly.io.
About Smartly.io
Smartly.io is one of the world’s largest SaaS digital advertising platforms, managing nearly $5B in ad spend with 700+ brands worldwide. Our leading end-to-end technology and outstanding customer service help brands such as Walmart, FanDuel, L’Oreal, Warner Bros. Discovery, Nestle, and Disney/ESPN to better reach audiences, engage creatives and learn what performs best—consistently driving scale for brand and performance across the largest media platforms, including Facebook, Instagram, Snap, Pinterest, TikTok, and Google. Visit Smartly.io to learn more.
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MOBILE ADVERTISING, RETARGETING
Teads | December 30, 2022
Teads, a global media platform, has announced a partnership with Integral Ad Science (IAS), a global leader in digital media quality. Through this collaboration, Teads and IAS will enhance the quality of digital advertising for both publishers and advertisers.
The partnership will allow Teads to integrate IAS's Context Control solution, which uses natural language processing to determine the sentiment and emotion of content, in order to provide advertisers with a more precise classification of brand suitability and avoid content deemed unsuitable for their brand. With this integration, Teads will be able to give its clients more control over where their digital ads show up. This will make sure that their brand is shown in a way that fits the criteria set by the advertisers.
"About 78.8% of European marketers say they are concerned or very concerned about brand safety when buying digital advertising."
The collaboration will allow Teads to maximize the reach of advertising campaigns while also supporting quality journalism. The integration will also allow advertisers to have greater control over content adjacencies and avoid impressions on certain topics, including those deemed risky or harmful by a brand. By increasing the control advertisers have over their digital ad placement, Teads is able to reduce the amount of wasted budget spent on ads that don't meet their criteria and ensure that every ad dollar is well-spent.
with this partnership, brands will know that their ads are being shown in safe and appropriate environments, both in display and video formats. This increased control over digital ad placement will not only help brands protect their reputation and ensure that their campaigns are viewed in the right context, but it will also reduce the overall cost of advertising by eliminating wasted budget on ads that don't meet brand criteria.
About Teads
Teads operates a leading cloud-based omnichannel platform that enables programmatic digital advertising globally. Teads' modular platform offers an end-to-end solution for buy-side, sell-side, creative, data, and AI optimization.
Advertisers and their agencies can use Teads to buy inventory from the world's best publishers and content providers. Teads enables advertisers and agencies to reach billions of unique monthly users in brand-safe, responsible advertising environments while improving digital ad transactions.
Teads' 1,200+ employees in 50 offices across 30 countries work with top marketers, agencies, and publishers.
About IAS
IAS is a leader in digital media quality. IAS ensures that ads are viewed by real people in safe and appropriate environments by using contextual targeting and supply-path optimization. Our mission is to be the global standard for digital media quality, trust, and transparency for the world's leading brands, publishers, and platforms. Data-driven technologies provide actionable, real-time signals and insights. IAS works with thousands of top advertisers and publishers worldwide.
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