Business Wire | June 26, 2023
Today, RTB House announces the launch of PrimeAudience, the first company dedicated to utilising Chrome’s Protected Audience API and Topics API to provide advertisers with advanced behavioural targeting capabilities. As the deadline for the deprecation of third-party cookies on Chrome approaches, PrimeAudience offers a unique solution to brands and a new revenue stream for publishers.
PrimeAudience’s potential is already recognised by a number of launch partners including; OptAd360, a major European yield monetisation partner and US-based Raptive, formerly known as CafeMedia and AdThrive.
Robert Dyczkowski, RTB House CEO comments, “The launch of new marketing APIs by Chrome has allowed us to create a completely new product category which we’ve coined as ‘protected audiences advertising network’. We wanted to separate an entity that is supposed to provide state-of-the-art behavioural targeting capabilities in the future environment, as this is an extremely important use-case for a wide range of advertisers. Cookieless changes completely redefine technical possibilities of providing it. For years advertisers have been using DMPs in which case specific audiences were nothing more than just lists of single user IDs, which could be imported to any DSP for targeting. Not only has it been convenient from the business perspective but also technically possible to decouple users data from inventory purchase. As the Privacy Sandbox enforces several technical restrictions on the whole process, in particular, limited possibility to exchange user lists between different companies, from an engineering standpoint DSP and DMP solutions will have to be more integrated. As a consequence, with the demise of third-party cookies the industry has no choice but to make it more integrated also from a business side. PrimeAudience by design fits perfectly into the new order.”
To accurately segment users, PrimeAudience will be utilising precisely processed publishers’ first-party data enriched with other signals, such as Topics API and display ads to the user groups via Google Chrome’s Protected Audience API. The benefit is that this technology doesn't rely on any cross-site ID mechanisms, future-proofing it against any tightening technological and regulatory environments around these solutions, with transparency at the core.
Mateusz Rumiński, PrimeAudience VP of Product said, "The $700 billion digital advertising industry is being disrupted by the deprecation of third-party cookies in Chrome in 2024. We are proud to introduce a brand-new, cookieless behavioural targeting approach that will ease the transition for advertisers and publishers alike. After proving the concept, we are ready to scale up in upcoming testing phases of the Privacy Sandbox.”
PrimeAudience will allow advertisers to buy ads directly or in a self-service model through Adlook Smart, an outcome oriented buying platform. The next stage of scale growth is expected to begin in summer, during General Availability of Privacy Sandbox APIs.
For more information, please visit primeaudience.com
PrimeAudience is an ad network providing advertisers with advanced behavioural targeting capabilities. As the first company utilising Chrome’s Protected Audience API enriched by Topics API for such a use case, PrimeAudience reaches the right audience in a brand's campaign even after the sunset of cookies. PrimeAudience benefits publishers by providing them with an additional, cookieless revenue stream independent of other advertising activities. Visit PrimeAudience.com for more information.
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.
Ad Networks, Ad Tech and Martech
Business Wire | July 17, 2023
Emburse, the global leader in spend optimization, released new information today about corporate online advertising spend in May 2023. The data reveals that despite macroeconomic concerns, companies are on track to spend more on search and social advertising in 2023 than in 2022. As companies seek ways to be more efficient with their budgets, they are shifting which platforms they prioritize with their ad dollars, but have not slowed ad spending overall.
According to the data released in an infographic today, the top three vendors by share of advertising spend, in order, are Google, Meta, and LinkedIn. Spending on Twitter declined 54% from May 2022 to May 2023, while companies are putting more money toward Gen Z-oriented social media platforms. ByteDance, which owns Tiktok, saw a 55% increase, and Snap, which owns Snapchat, a 41% increase from May 2022 to May 2023.
Companies invested 6% more in digital advertising in the first five months of 2023 than in the same period in 2022. Emburse also reported increased investment in newer business applications like chat-based AI tools. For example, the amount spent on OpenAI increased 3,266% from May 2022 to May 2023. Although many people expected companies to reduce spend overall this year, instead the company has seen an effort to better align business values with their budgets.
“Online advertising is an essential business function, even as companies look to establish lasting efficiency with their budgets and better manage spending practices,” said Emburse’s Chief Experience Officer Johann Wrede. “Many of our customers entered 2023 ready to make changes with a shifting economy, and found that concentrating their ad dollars on platforms that are giving them high value with little tumult is the way to make a longer-term impact on their bottom line.”
More than 18,000 companies trust Emburse for its corporate card and spend management solution, Emburse Spend, representing over $80 billion in spending transactions a year. Emburse tracks corporate financial trends, such as the SpendSmart Travel Trends report, which in Q1 2023 revealed that the number of domestic and international flights, hotels, and car rentals increased year-over-year. Investments also increased across all measurements, with the amount spent on flights increasing by 85% domestically and 178% internationally.
Emburse will continue to track the shift in corporate expenses as the year goes on. To view the full infographic and learn more about the data, visit emburse.com/learn/digital-ad-spending.
Emburse is the global leader in spend optimization. Our expense, travel management, purchasing and accounts payable, and payments solutions are trusted by more than 12 million business professionals, including CFOs, finance teams, and travelers. More than 18,000 organizations in 120 countries, including FORTUNE 100 corporations, high-growth startups, public sector agencies, and nonprofits, count on our intelligent automation, sophisticated analytics, and unmatched spend control to streamline processes, increase spend visibility, enhance compliance, and deliver positive financial outcomes.
Our mission is to humanize work by eliminating manual, time-consuming tasks, so our customers and their teams can focus on what matters most in their personal and professional lives.
For more information on Emburse, visit emburse.com, or follow our social channels at @Emburse.