Google Announces Starting November 1st, Advertisers in the UK, Austria and Turkey Will Be Absorbing the New Digital Service Tax Costs

Google | September 10, 2020

Following suit with Amazon’s move, advertisers in the UK, Turkey, and Austria are going to feel the impact of the UK’s new Digital Service Tax (DST). The additional cost will be passed directly through to advertisers. The fees will kick in starting November 1. Advertisers running ads in Austria and Turkey will have a 5% tax, and advertisers in the UK will have 2%. The main target of the DST are the large digital media companies, namely Google, Amazon, and Facebook. The threshold is for digital companies that have at least £500m in revenue, and specifically £25m in the UK. Amazon announced the increase in August, with a start date of September 1. Their fee applies to a range of their services, which differs some from a more straightforward ad environment such as Google Ads. Due to their e-commerce footprint, the fees applied will include FBA (Fulfillment by Amazon) and fulfillment fees. Facebook hasn’t issued a statement yet, but it’s widely expected they will issue a similar statement and process.

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Advertiser Platforms

Attain Partners with Magnite to Introduce Real-Time Sales Measurement for Video Advertising

prnewswire | August 11, 2023

Attain, a leading permissioned commerce data platform that powers real-time purchase measurement and outcome signals for brands, today announced a partnership with Magnite, the world's largest independent sell-side advertising company. Magnite will provide video buyers with measurement capabilities based on Attain's real-time commerce data. The capabilities are initially launching to clients leveraging Magnite's ClearLine offering, a self-service solution that provides buyers direct access to premium video inventory. The partnership will expand beyond Magnite's ClearLine clients in the near future. Attain is the largest permissioned purchase panel in the U.S. tracking over $500 million of purchase data every day. Video has historically been considered a brand awareness medium given the challenges of connecting ad spend to performance metrics, including sales. Through this partnership, advertisers will be able to correlate their online video (OLV) and connected TV (CTV) ad spend through Magnite to performance metrics using Attain's data platform. As ad buyers encounter increased pressure to illustrate value, this collaboration provides the assurance brands need to drive more spend to OLV and CTV, thus empowering advertisers to capitalize on consumer attention. "We joined Attain and Magnite as a launch partner because we believe this combined offering will revolutionize how we measure campaign performance and enhance our ability to prove value to brands," said Sam Bloom, CEO of Dallas-based marketing and media agency Camelot Strategic Marketing & Media. "With Attain and Magnite's expertise, we are confident in our ability to prove video's capacity and opportunity as a performance medium, which will yield significant benefits to our clients' businesses as well as our own." Together, Attain and Magnite are optimizing results for buy-side and sell-side stakeholders. Attain's consumer purchase panel is balanced to the U.S. census, consumption and behavior patterns, enabling a real-time, holistic view of consumer spending across all verticals and merchants. This data is utilized to quantify the business impact of programmatic media investments for marketers with real-time measurement of conversion rate, return on ad spend (ROAS), and incremental sales lift. Built on Magnite's technologies in deal-driven video, ClearLine significantly increases spend going towards working media and helps publishers generate more revenue and develop new sources of unique demand. "By joining forces, Attain and Magnite are at the forefront of advancing measurement capabilities for video," said Magnite's SVP of Partnerships, Kristen Williams. "Combining the engaging, impactful experience of video with data-driven measurement backed by real-time permissioned purchase data introduces powerful opportunities for advertisers to optimize their campaigns and track ROAS. This partnership reflects our commitment to innovation, enabling more informed advertising strategies and ultimately delivering superior results for brands and publishers." "Attain is a mission-driven data business, focused on building services that provide unique and differentiated value to our partners," said Attain CEO, Brian Mandelbaum. "With our real-time measurement capabilities and ClearLine's best-in-class route to premium video inventory, advertisers will be able to better understand the impact of their campaigns with close proximity to supply — ultimately helping them refine their approach to maximize results and drive business growth." About Attain Attain's mission is to empower marketers to drive better outcomes by providing access to first-party permissioned commerce data. Powered by a financial services app, retail loyalty account linking, receipt capture and survey results, Attain is uniquely positioned to provide deeper insights into how, what, when and where consumers spend their money. Co-founded by CEO Brian Mandelbaum & CTO Dominic Bennett, Attain, formerly known as Klover, was founded in 2019 and is based in Chicago. About Magnite We’re Magnite,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.

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Ad Networks

LoopMe Joins the Network Advertising Initiative (NAI), Advancing its Industry Leadership in Data Privacy Compliance

Business Wire | August 24, 2023

LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, today announced that it has joined the Network Advertising Initiative (NAI), the leading self-regulatory association comprised exclusively of third-party digital advertising companies. LoopMe’s NAI membership certifies that the entirety of LoopMe’s data protection and privacy practices and processes are in compliance with the applicable laws and regulations that protect the collection, storage, and use of consumer data. “We are delighted to join the NAI with its hugely respected independent seal of approval that companies increasingly look for when selecting advertising business partners,” said Paolo Cerroni, VP of Legal, LoopMe. “This latest validation is a strong signal to the industry and demonstrates LoopMe’s commitment to brand integrity, consumer trust, data protection, and compliance with applicable legislation and industry standards.” To be accepted as a member, LoopMe completed the NAI’s thorough application form, which sought to understand the entirety of LoopMe’s data protection and privacy practices and processes globally, but with a focus on the U.S. LoopMe also reviewed the NAI’s member requirements to ensure compliance with each obligation and the latest updates to U.S. legislation and regulation. This included reviewing and updating LoopMe’s Privacy Policy to ensure that users are fully and clearly informed as to how their data will be collected, processed and stored, and how they can exercise their rights, such as opting out. “AI is impacting all aspects of digital communications, and it’s great to see industry leaders like LoopMe committing to be champions for privacy protections through membership in the NAI,” said Leigh Freund, President and CEO of the NAI. “We’re looking forward to working with LoopMe to explore how AI matching supply with demand in digital advertising can evolve in ways that inspire consumer trust and effective ads.” While widely applicable, the NAI membership is an external certification confirming that LoopMe’s practices and processes satisfy the needs of clients with the strictest data protection standards, such as pharmaceutical companies and media buyers at agencies and brands. The NAI membership adds a US-focused data privacy certification alongside LoopMe’s other global external certifications and validations. These include the EDAA Trust Deal awarded by the European Interactive Digital Advertising Alliance Membership (EDAA) and the E-Privacy certification, both following a similarly in-depth external audit of the entirety of LoopMe’s data protection and privacy practices. For more information about LoopMe’s privacy and data protection efforts, please visit https://legal.loopme.com/privacy-center. About LoopMe LoopMe is a technology company that uses artificial intelligence (AI) to improve brand advertising performance and outcomes. LoopMe was the first to apply AI to brand advertising and its Intelligent Marketplace, finding solutions to industry challenges that haven’t previously been solved. With consumer insights and AI at its core, LoopMe makes brand advertising better, outperforming industry benchmarks for leading global brands. Our vision is to change advertising for the better, by building technology that will redefine brand advertising. LoopMe was founded in 2012 and is headquartered in London with global offices across New York, Atlanta, Boston, Chicago, Dallas, Denver, Detroit, Dnipro, Hong Kong, Kansas City, Krakow, Los Angeles, Nashville, Manchester, Miami, Minneapolis, San Francisco, Singapore, Sydney, Tokyo, and Toronto. For more information, please visit www.loopme.com. About NAI Founded in 2000, the NAI is a non-profit organization that is the leading self-regulatory association dedicated to responsible data collection and its use for digital advertising. Since 2000, we have been working with the leaders in online advertising to craft policies that help ensure responsible data collection and use practices. The result is the development of high standards that are practical and scalable to benefit everyone.

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Advertiser Platforms

Veritonic and Acast Partner to Highlight What Success Sounds Like Around the World for Podcast Ads Bought Programmatically

Acast | July 27, 2023

Veritonic, the industry’s comprehensive audio analytics and research platform, partnered with Acast, the world’s largest independent podcast company, to bring new data to market around the commonalities - and divergence - of audio creative on podcast ads served programmatically. In addition to identifying these global overlaps and points of difference, the goal of the research was also to help media buyers identify strong tactics and best practices in programmatic podcast advertising across three key media markets: the US, Australia and New Zealand, and EMEA. Together, the companies sourced and analyzed podcast ads transacted programmatically with Acast and spanning various industry verticals including: automotive, tourism, retail, healthcare, entertainment, and more. They then identified the common threads and differences in the creative executions by region by examining themes like ad length, number of voiceovers, gender of voiceover, use of sound effects, call to action placements, and more. “As an industry there is still a lot of myth-busting to do around programmatic ad buying. At Acast, we firmly believe that programmatic advertising should not be a rigid experience for the media buyer, podcast host, and certainly not the listener,” said Elli Dimitroulakos, Global Head of Ad Innovation at Acast. “Podcast advertising is effective because it’s a seamless part of the listening experience and that shouldn’t change based on how a transaction occurs. Programmatic ads can – and should – have creative elements that enhance the listener experience and brand relationship.” According to the research, across all markets the majority of ads were a minimum of 30 seconds in length. This was most predominant in the US and EMEA regions which resulted in 80% and 73% of the examined ads, respectively. The Australia and New Zealand market trailed slightly behind with 56% of programmatic ads running at least 30 seconds long. The remaining 44% in the market were 15 seconds in length. All three markets also reflected similarities in the use of single voices for the voiceover content. The US led the way with 86% of programmatic ads in the study using a single voice for the voiceover. EMEA and Australia and New Zealand were most similar with 66% and 68% of programmatic ads using a single voice for the voiceover, respectively. However, when it came to gender detection in voiceover content, dissimilarities across the markets presented themselves. In the US, half of ads analyzed featured a female voiceover, 47% of ads featured a male voiceover, and the remaining 3% featuring both male and female voiceovers. Looking at ads that ran in Australia and New Zealand, 53% of the creatives featured a female voice over, but just 27% a male voice, and 20% contained both a female and a male voiceover. In near equal numbers, the three regions all used sound effects in slightly less than the majority of programmatic ads, indicating that this may be a newly emerging trend in the space. According to the study, sound effects including birds chirping, phones ringing, engines revving, and more were used in 40% of programmatic ads from the US, 38% from Australia and New Zealand, and 33% in EMEA. “Hope is not a strategy; it’s no longer enough for a brand to create an audio asset and simply hope it’ll move the needle,” said Scott Simonelli, CEO of Veritonic. “Having confidence that your marketing efforts and investments will pay off is crucial, especially in today’s economy. With audio reaching more than 214M adults in the U.S. monthly and having a 36% higher impact on memory than video, marketers need to be leveraging creative testing solutions like the Veritonic platform to ensure they are putting their best audio creative forward, regardless of how the ad itself is purchased or served.” For more information on how you can make decisions in audio by leveraging the industry’s most comprehensive research and analytics solutions, contact marketing@veritonic.com. For more information on buying podcast ads programmatically, please contact automated@acast.com. About Veritonic World-renowned brands, agencies, publishers, and platforms rely on Veritonic’s comprehensive audio research and analytics platform to research, test, and measure the ROI of their audio assets and campaigns pre-market, in-market, and post-campaign. The resulting insight enables clients to gain confidence in their audio investment, mitigate risk through optimization, and increase their return as they engage consumers with compelling audio experiences. For more information, visit https://www.veritonic.com. About Acast Since 2014, Acast has been creating the world’s most valuable podcast marketplace, building the technology which connects podcast creators, advertisers and listeners. Its marketplace spans 92,000 podcasts, 2,300 advertisers and 430 million monthly listens. Crucially, those listens are monetized wherever they happen — across any podcasting app or other listening platform. The company operates worldwide and is headquartered in Stockholm, Sweden. Acast is listed on Nasdaq First North Premier Growth Market (ACAST.ST).

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