Confiant, Smart | April 06, 2021
Smart AdServer was found to have the lowest security violation rate for sell-side platforms in 2020, according to advertising security leader Confiant. Confiant determined that Smart AdServer ranked first among the best performers in the entire data set for the year, based on its 2020 Demand Quality Report data, which covers more than 100 channels and 650 million impressions tracked. Smart, a leading independent end-to-end ad tech platform, revealed today that it has a 99.9% success rate in identifying and removing fraudulent advertising before it hit the publisher's website.
Smart's mission is to link media buyers and sellers in the most transparent way possible, ensuring consistency and accountability. The collaboration with Confiant is part of a larger initiative to improve ad traffic and efficiency, which is at the core of Smart's operations.
Confiant's CEO and Co-Founder Louis David Mangin said, "Security is our bread and butter." "We're happy to be a part of Smart's success story, but we're also happier to know that our products helped our client achieve 99% effectiveness in countering malicious advertising while still securing their sales."
According to Smart, the process of eradicating malvertising on their website has been aided by Confiant's platform, as well as strengthened internal processes and practices across Smart's departments and new efforts that included a hardline approach on quality to promote behavioral improvement with partners and customers. Smart has seen a decrease in customer complaints and a rise in returns as a result of this.
"We often hear that fraud is a "cost of doing business," but we strongly disagree and think it is something that needs to be addressed and systematically and collectively eradicated," said Jean-Christophe Peube, Vice President, Analytics & Quality.
About Confiant, Inc.
Confiant's goal is to make the internet a secure place for all. They defend publishers and ad platforms by assisting them in gaining back control of the ad experience and maintaining the safety of their customers. By offering real-time authentication of digital ads, their approach preserves credibility, revenue, and resources. Confiant's technology effectively detects and eliminates malicious activity as well as low-quality advertisements. Confiant empowers premium ad platforms and publishers with actionable data to ensure the digital ad environment is clean and stable for all by offering industry-leading protection against malvertising, disruptive advertising, and privacy threats. For their customers, which include CBSinteractive, Magnite, Gannett, and Politico, they track and secure billions of ad impressions each month.
Smart is a leading independent ad tech platform that caters to both buyer's and publishers' needs. With Smart's fully transparent platform and shared-interest marketing strategy, advertisers and premium publishers can get their fair share of ad value at any time, on their terms. Publishers can act with confidence and have the flexibility they need to provide the right blend of transaction models, channels, formats, and audience data to provide true value path optimization to brands by providing the right blend of transaction models, channels, formats, and audience data.
Smart works closely with hundreds of buyers and over 1,000 publishers around the world to deliver display, video, native, and rich-media advertising to over 50,000 sites and apps, including Groupe Marie Claire, TracFone, Le Figaro, Leboncoin, Altice Media Publicité, and IMGUR. Smart is a member of the Deloitte Technology Fast 500 EMEA and the FT 1000: Europe's Fastest-Growing Companies lists. The company has 12 offices around the world and is at the forefront of creating a transparent, high-quality ecosystem.
OutPoint | November 23, 2021
OutPoint, an automated media mix modeling (MMM) platform, announced it raised USD$1.2M in pre-seed funding to transform how high-growth consumer brands measure paid media effectiveness and diversify marketing investments. The funding enables the company's growth and hiring efforts, especially in its Research and Engineering functions.
San Francisco-based venture capital firms Tuesday Capital and MGV led the pre-seed round, with further backing from Entrepreneur First and Mistral Venture Partners. Additional angel investors include Andrew Macdonald (SVP, Uber), Soso Sazesh (Founder, Growth Pilots), Charlie Feng (Co-Founder, Clearco), and Farhan Thawar (VP Engineering, Shopify).
OutPoint uses advances in machine learning and media mix modeling to help consumer growth teams map ad spend to revenue based on incremental lift and predicted performance. We help answer the two hardest questions marketers face: are you spending effectively, and where should you allocate your dollars to get more revenue?"
Rob Palumbo, CEO at OutPoint.
In the wake of Apple's restrictions on user tracking in iOS14+, pixel-based attribution methods no longer provide the same quality of data that marketers require to understand performance. At the same time, customer acquisition costs (CAC) are rising as well-funded brands continue to compete on the same channels, sparking a need for better tooling to measure effectiveness and get insight on marketing investment decisions.
"Tools for optimizing ad spend have never been more important to the success of DTC brands with Apple taking measures to restrict pixel and cookie-based tracking," said David Jee, Associate at Tuesday Capital. "We're proud to support Rob, Sean, and the team as they build the growth data science tools of tomorrow."
OutPoint has experienced strong demand from high-growth brands for its media mix modeling tools. "OutPoint is our preferred marketing data science partner for modeling cross-channel performance and understanding revenue lift. Their platform helps us decide how to scale ad spend in a way that drives rapid growth," said Will Bradley, Head of Growth at PolicyMe.
"The cost of acquiring customers has increased over 60% in the last 5 years. OutPoint's data science tools help consumer brands improve the efficiency and effectiveness of ad spend, thereby levelling the playing field," said Pablo Srugo, Principal at Mistral Venture Partners
OutPoint's platform helps marketers make reliable next dollar ad spend decisions through media mix models that reveal insight on the incremental value of paid marketing investments. "As a growth marketer, I've seen numerous companies struggle with media mix modeling and measuring incrementality. I was very impressed by OutPoint's approach, and I'm excited to invest," said Soso Sazesh, angel investor and Founder of Growth Pilots.
OutPoint was founded in January 2021 in Toronto, Canada, and serves high-growth consumer brands globally. OutPoint's founding team is Sean Billings (CTO), a senior engineer who built econometric machine learning models at Amazon, and Rob Palumbo (CEO), who led marketing at high-growth consumer companies like Properly and Borrowell. The company's sales and partnerships efforts are led by Erika Fabian, a sales leader with 10+ years of media industry experience in content development and advertising.
"The pandemic has fueled a new wave of entrepreneurship as employees left their jobs to pursue their passions, resulting in a flourishing of DTC e-commerce startups," said Kevin Lynch, Investor at MGV. "OutPoint is a powerful enabler of these growing businesses, and we're excited to see the platform evolve with this latest round of funding."
OutPoint is a data science and media mix modeling (MMM) platform that empowers high-growth B2C brands to improve marketing budget allocation and maximize growth efficiency. OutPoint's predictive models recommend how much to dial-up or dial-down ad spend across channels and offer a roadmap for unlocking future growth.
SOCIAL MEDIA ADVERTISING
Clear Ads | February 17, 2022
Clear Ads, a trusted Amazon PPC agency, has recently shared the top three sponsored advertising trends for 2022. The company is known for its efficient Amazon ads and DSP solutions and regularly publishes high-quality content related to Amazon advertising. Clear Ads' Head of Sales George Roberts shares insights on the year's most likely sponsored advertising trends to start the New Year.
As an experienced Amazon ads expert, Roberts has forecasted the following Sponsored Ads trends for the upcoming year.
Making an Amazon product stand out from the rest is now extremely difficult as the platform continues to get more saturated with each passing day. Roberts believes that this can be avoided by using custom product images. Just one creative image, he says, can have up to 12,000 different size variations on and off Amazon. This is why using customizable creatives on sponsored brands will likely be a strong industry trend in 2022.
According to the article, day parting will be another dominant sponsored advertising trend in 2022. This underrated Amazon advertising feature allows advertisers to run their ads only at specific times of the day, curtailing advertising costs by avoiding unproductive times.
Roberts strongly feels that the cost-per-viewable-impressions (VCPM) model will be extremely popular in 2022. Though Sponsored Display campaigns have not gained much attention in the past, Roberts expects that they will become a much more attractive advertising option with the introduction of the VCPM model, which allows advertisers to pay for 1,000 shopper impressions rather than per individual click.
Clear Ads is now also offering its customers its informative e-book, Ultimate Guide to PPC to help them better understand PPC and how to get the most out of it.
About Clear Ads
Clear Ads is a paid advertising agency focusing on Amazon and Google for small and medium-sized enterprises around the world.