Google Hit With Sweeping Demand From States Over Ad Business

bloomberg | September 11, 2019

State attorneys general investigating Google are ordering it to turn over a wide range of information about its advertising business, according to an investigative demand that takes direct aim at the biggest source of the company’s revenue. Texas Attorney General Ken Paxton’s office, which is leading the nationwide probe, on Monday issued a 29-page civil investigative demand obtained by Bloomberg. In more than 200 directives, investigators ordered the company to produce detailed explanations and documents by Oct. 9 related to its sprawling system of online advertising products.

Spotlight

Succeeding with ABM includes taking a broader, more end-to-end approach to measurement. What’s more, successful ABMers move beyond core systems for their planning, executing and reporting. This infographic shows the importance of looking beyond standard reporting methods, adding lead scoring to the mix and understanding the importance of buying teams.

Spotlight

Succeeding with ABM includes taking a broader, more end-to-end approach to measurement. What’s more, successful ABMers move beyond core systems for their planning, executing and reporting. This infographic shows the importance of looking beyond standard reporting methods, adding lead scoring to the mix and understanding the importance of buying teams.

Related News

BRAND MARKETING

Criteo Integrates with Oracle Data Cloud to Strengthen its Existing Brand Safety Offering

Criteo | November 19, 2020

Criteo S.A., the worldwide innovation organization controlling the world's advertisers with trusted and effective promoting, today declared a combination with Oracle Data Cloud to strengthen its existing brand safety offering. Criteo's AI Engine, a prescient offering instrument, is currently coordinated with Oracle Contextual Intelligence, an answer giving ongoing substance survey and characterization pre-offered to customers across brand-appropriate classifications. Brand safety keeps on picking up conspicuousness with sponsors and advertisers worried by the ascent of delicate news themes and deception. As per an ongoing Interactive Advertising Bureau (IAB) study, over 77% of industry experts refered to brand safety as a vital need in 2020. Criteo is reacting to these industry needs through its combination with Oracle to convey more noteworthy brand insurance to advertisers while proceeding to give scale and execution. Prophet Contextual Intelligence is an innovation that doesn't depend on close to home identifiers to improve promoting results by guaranteeing that notices get shown on brand-reasonable publicizing spaces with suitable relevant substance. Utilizing versatile AI, the innovation assesses catchphrases on site pages so sponsors can try not to connect their brand with negative substance and watchwords. The innovation can likewise be utilized to put promotions in settings that are more suitable and significant for the brands.

Read More

AD NETWORKS

SmartAsset Launches Simpler Road to Retirement TV Ad Campaign With Marketing Architects

SmartAsset | December 30, 2021

SmartAsset, an online destination for financial advice and marketplace that connects consumers to financial advisors, launched a national TV campaign this week in partnership with All-Inclusive TV agency Marketing Architects. Founded in 2012, SmartAsset is an award-winning financial technology company that helps more than 75 million people each month make smart financial decisions through free data-driven content, personalized calculators and educational tools. Additionally, SmartAsset operates SmartAdvisor, the leading independent client acquisition platform for financial advisors in America. As the company’s growth accelerated, SmartAsset saw TV advertising as an opportunity to generate awareness and high value leads for their business while building on existing momentum. We’re committed to providing data-driven resources that help consumers make smart financial decisions. TV advertising is our next step toward being able to do that for even more people.” Chris Taylor, CMO at SmartAsset. Marketing Architects worked with SmartAsset to pretest a variety of creative strategies. They landed on two spots, “Where Frank Used to Sit" and “Learning from Mistakes.” The commercials highlight how SmartAsset can help viewers prepare for retirement. “SmartAsset is doing incredible work taking the complexity and bias out of personal finance,” says Nicole Nye, VP of Client Growth at Marketing Architects. “We’re excited to see how TV will raise awareness of their many valuable resources.” About SmartAsset SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors. Reaching approximately 75 million people each month (as of Sept. 2021) through its educational content and personalized calculators and tools, SmartAsset's mission is to help people make smart financial decisions. Ranked on the Inc. 5000 and Deloitte Technology Fast 500™ lists of fastest growing companies in 2021, SmartAsset recently closed a $110 million Series D round, valuing the company at over $1 billion. SmartAsset was also named to Y Combinator's list of Top 100 Companies of all time and Forbes' list of America's Best Startup Employers in 2020. For more information, please visit SmartAsset.com. About Marketing Architects Marketing Architects is an All-Inclusive TV agency that gives performance brands access to high-quality, effective TV campaigns without the traditional high entry cost and ongoing challenges of optimization, scale and measurement. Founded in Minneapolis, Marketing Architects has been helping companies connect with their customers in new and surprising ways for more than 20 years

Read More

AD NETWORKS

OutPoint Raises USD$1.2M to Help High-Growth Brands Improve Paid Marketing Effectiveness Through Automated Media Mix Modeling

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." About OutPoint 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.

Read More