Programmatic Advertising, Ad Tech and Martech
Magnite | July 06, 2023
Magnite (Nasdaq: MGNI), the world’s largest independent omni-channel sell side advertising company, has been chosen by Foxtel Media to enable programmatic advertising on BINGE’s ad-supported tier BINGE Basic. As the initial exclusive programmatic launch partner, Magnite will provide advertisers with access to BINGE Basic’s premium inventory across connected TV (CTV) and over-the-top (OTT) platforms.
Advertising on BINGE launched in March 2023 with the introduction of ads onto the existing BINGE Basic tier, meaning there was a scaled audience for advertisers from launch. Working with Magnite will allow Foxtel Media to build on this momentum and offer advertisers enhanced targeting capabilities along with programmatic efficiency, helping them to optimise their campaigns and maximise their return on investment.
As the streaming industry continues to evolve at an unprecedented pace, the need for effective audience targeting and improved engagement is vital. With streaming platforms gaining significant traction among viewers, this partnership provides a unique opportunity for advertisers to tap into BINGE’s premium audience and deliver tailored messaging, while prioritising the best experience for users.
"We are excited to be leading the way in the Australian streaming landscape by working with Magnite to unlock programmatic demand across BINGE’s Basic tier," said Chris Oxley, National Head of Digital Sales at Foxtel Group. "This collaboration allows us to further enhance our ad offerings and provide advertisers with access to BINGE’s premium audience at scale by providing advanced and effective targeting capabilities."
Juliette Stead, SVP Head of JAPAC at Magnite said, "We are thrilled to be working with Foxtel Media and be a part of this great new offering. By integrating our programmatic advertising capabilities with BINGE Basic tier, we are empowering advertisers to effectively reach their target audiences with greater efficiency. Together, we are shaping the future of programmatic advertising across the streaming landscape, and we look forward to delivering exceptional results for Foxtel Media and their valued advertisers."
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetise their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Business Wire | July 31, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced a partnership with Group Black, one of the largest collectives of Black-owned media and diverse creators. This collaboration is part of DV’s initiative to help underrepresented publishers maximize inventory value. In the first phase of the partnership, optimization efforts enabled DV and Group Black to open up 14.8% more of Group Black’s overall inventory and reduce blocking due to site classification by 98.6%.
Increasingly, advertisers want to ensure that their brand values are reflected in their advertising strategies. Through this initiative, based on work with Group Black, DV plans to partner with underrepresented publishers and content creators on technical standards and to champion best practices for incorporating values-based marketing into their approach to brand suitability.
“Our goal is to create transparency across the ecosystem, driving ROI for advertisers and yield for publishers,” said Mark Zagorski, CEO, DoubleVerify. “Our partnership with Group Black, through this initiative, will enable both parties to achieve their goals and for brands to connect with previously untapped audiences.”
Some of the ways DV will work with publishers, networks and advertisers as part of this initiative include:
Optimization Analysis: Providing an optimization analysis of inventory performance to guide strategy and identify opportunities.
Classification Coverage: Working to ensure publisher partners have the most granular page-level classification coverage regardless of impression volume.
Client Advocacy: Working with advertiser clients to enable them to make decisions regarding their brand safety and suitability settings that do not limit reach.
Technical Partnership: Working with individual publishers to enable them to optimize ad server setup and DV tag configuration for maximum see-through rate (STR).
“Historically Black-owned media and content creators have been marginalized, leaving them at a disadvantage when it comes to monetization,” says Kerel Cooper, President of Advertising at Group Black. “Through our partnership with DoubleVerify, we are excited to work together to break this cycle, ultimately creating more opportunities for Black publishers while providing maximum value for advertisers looking to take advantage of this optimal inventory.”
DV is committed to helping brands maximize reach, promoting brand safety and suitability all while supporting diverse publications and content that align with their values. This initiative is only offered in the US at launch but will be expanded internationally over time.
DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.
About Group Black
Group Black is where culture calls home. Group Black’s objective is to build the largest collective of Black-owned media and diverse creators by actively deepening the pipeline of media dollars allocated to Black-owned media businesses and by investing in the next generation of innovative and equitable media. It is composed of Group Black Media and Group Black Ventures, with the simple mission to dramatically transform the face of media investment and ownership. Group Black seeks to connect a diverse generation looking for content and experiences that reflect who they are. For more information, please visit groupblack.co.
Ad Networks, Ad Tech and Martech
Business Wire | July 14, 2023
Roku (Nasdaq: ROKU), the No. 1 TV streaming platform in the U.S., Canada, and Mexico*, and FreeWheel today announced a new partnership that will bring forth a suite of industry solutions to unlock the full value of streaming TV for advertisers and publishers.
As part of this collaboration, the two companies will be launching new technological offerings that aim to simplify, optimize and enhance TV streaming. The effort is especially timely and noteworthy as the industry approaches a critical time in TV streaming’s evolution. Per Nielsen, time spent with streaming TV surpassed broadcast and cable for the first time since 2022. Additionally, eMarketer projects 57% of U.S. digital video users will stream an advertising-based video on demand (AVOD) service this year.
Having solutions aimed at driving greater interoperability and automation will help accelerate this growth.
Key highlights of this collaboration include:
Streamlined Integration: Roku has now integrated its demand application programming interface (dAPI) with FreeWheel’s TV platform. Roku’s demand API gives publishers direct, automatic and real-time access to more advertiser demand. This enhanced integration allows for streamlined ad operation workflows and better inventory quality control, both of which will improve publisher yield and revenue.
Seamless Data Targeting: Publishers can now use Roku platform signals to enable advertisers to target audiences and measure campaign performance without relying on cookies. Additionally, FreeWheel and Roku will rely on data clean room technology to enable the activation of additional data sets providing better measurement and monetization to publishers and agencies.
Inventory Quality: FreeWheel will leverage Roku’s Watermark solution to prevent sophisticated invalid traffic (IVT)/fraud in TV streaming in partnership with cybersecurity company HUMAN Security, through its robust MediaGuard solution that ensures ad inventory is reaching real humans. Roku’s Advertising Watermark is the industry’s first authentication solution built for TV streaming and gives marketers the confidence that their advertising spend is reaching real streamers. The technology helps marketers and publishers prevent device spoofing and app spoofing by validating ad measurement signals.
“Our goal is to create a better TV experience for our partners and consumers,” said Youssef Ben-Youssef, Senior Director, Technology Partnerships, Roku. “This new collaboration brings together an industry-leading blend of data, tech and reporting to accelerate the shift from traditional TV to streaming TV.”
“There is a lot of synergy, energy and a shared sense of purpose behind our work with Roku,” said FreeWheel Chief Strategy Officer Soo Jin Oh. “At FreeWheel, we believe the industry is stronger and better when we collectively help solve today’s problems while creating future innovation. And so, it’s our hope that this new initiative will help pave the way for greater simplicity, optimization and an even more improved experience for the TV advertising ecosystem.”
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
About Roku, Inc.
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.