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.
Programmatic Advertising, Advertiser Platforms
PR Newswire | July 04, 2023
Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today launched the inaugural Top Developer Rankings for CTV across Roku and Amazon Fire TV. The report ranks the world's Connected TV (CTV) app developers, bringing transparency to the programmatic advertising ecosystem.
Pixalate's Top Developer Rankings build on the Publisher Trust Index, which provides ratings for individual CTV apps that support programmatic advertising. These rankings are based on multiple factors, including invalid traffic (IVT), popularity, ad density, and engagement scores.
Often in programmatic advertising, buyers and sellers partner with app developers rather than individual apps. The new Top Developer Rankings provides an aggregated analysis of a developer's portfolio of apps, aiding ad tech companies in their advertising inventory partner evaluations.
Top 5 CTV App Developers in April 2023 (Roku, North America):
AT&T Services Inc.
A Parent Media Co. Inc.
Download the full April 2023 Top CTV App Developer Rankings for Roku here. The full report contains the top Roku app developers across North America, EMEA, APAC, and LATAM as well as regional trends.
Top 5 CTV App Developers in April 2023 (Amazon Fire TV, North America):
Download the full April 2023 Top CTV App Developer Rankings for Amazon Fire TV here. The full report contains the top Roku app developers across North America, EMEA, APAC, and LATAM as well as regional trends.
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
Ad Networks, Ad Tech and Martech
Business Wire | July 19, 2023
AdAdapted, an advertising technology solution that gets brands onto shopping lists and into carts, today announced that TPN, a creative commerce agency specializing in CPG and shopper marketing, has selected the adtech solution provider to drive conversions for its CPG clients in the food and household cleaning categories.
TPN, which works with consumer goods brands such as Hershey, Sara Lee and Espolon Tequila, chose AdAdapted to improve how its clients reach consumers during the pre-shop planning phase. The AdAdapted platform delivers uniquely targeted ads and shoppable content on shopping apps and digital touchpoints that drive products onto consumer shopping lists and into carts. AdAdapted’s AI-powered platform targets shoppers based on previous purchase history, retargeted keywords found on shopping lists and additional data points.
Through AdAdapted’s technology, TPN clients can effectively reach and engage shoppers with personalized and targeted ads. AdAdapted uses over a petabyte of individual and aggregated list-building data to precisely target shoppers based on their specific needs and preferences. AdAdapted ensures that brands deliver personalized advertising messages at the right moment in the customer journey.
TPN validates campaign outcomes through third-party solutions and AdAdapted supports this with results that consistently outperform industry benchmarks. AdAdapted's patented technology includes its innovative Add-It™ solution that streamlines the consumer journey by shortening the path to conversion. The frictionless shoppable ads generate a near 2% click-through rate for brands, which is 11 times higher than the industry standard.
"Consumers are fickle today,” said Molly McFarland, co-founder and CRO, AdAdapted, “We are excited to collaborate with TPN and its CPG clients to deliver relevant and timely content directly to consumers to grow engagement and sales. We help brands achieve their marketing objectives and deliver a superior shopping experience by retargeting keywords found on shopping lists and providing a frictionless path to conversion."
AdAdapted enables shoppers to add products directly from ads and shoppable content by seamlessly integrating with retailer-owned carts and shopping lists, reducing click-friction, and enhancing the overall shopping experience.
“Working with AdAdapted gives our clients direct access to meaningful pre-shop engagement that drives additional revenue and profit,” said Joe Scartz, chief digital officer, TPN. “In the age of omnichannel, reaching consumers before they shop with personalized, unique content that builds brand awareness and, ultimately, online shopping cart conversions is paramount. The technology perfectly aligns with the goals of our clients and comes with measurable results to match.”
As the two companies continue to grow their partnership, AdAdapted and TPN will look to expand beyond the food and household cleaning categories to discover new ways for brands to connect with shoppers during the pre-shop phase.
AdAdapted is an advertising technology solution that increases purchase intent of shoppers by reaching the right consumers at the right time to get brands onto shopping lists and into carts. The company’s offerings for CPG brands, agencies and retailers range from managed-service to self-service and SaaS solutions, shopping list to eCommerce, video to display. With more than 110 million U.S. shoppers using mobile devices for their grocery lists, AdAdapted has built a distinct audience and ad offering that uses intent-based targeting, providing the easiest, most efficient way to reach active verified shoppers — exactly when they decide what to buy.
TPN is the creative commerce agency that exists to Make the Buy Happen for some of the most iconic retailer, technology and CPG brands in the world. We specialize in all things commerce — leveraging the agency's core practice areas of Digital Commerce, Brand, Retailer and Shopper — to create connected experiences that drive sales and build brand commitment. TPN is a part of Omnicom. The agency has nine offices across the U.S. and in the U.K. and is celebrating more than three decades of delivering creativity and results.