SOCIAL MEDIA ADVERTISING
Viamedia | May 20, 2022
Viamedia, the leading fully-integrated independent cross-media local advertising company, announced the launch of its new Parity ADS Platform. It uses a transitional approach to amplify live streams for IP-delivered distribution by simultaneously inserting regionally targeted ads on linear streams to align with the local ads on traditional cable TV systems.
"Our new Parity ADS Platform is one of the industry's first transitional approaches and introduces the immediate next step to achieving fully dynamic advertising, This presents an enormous opportunity for our MVPD partners around the country to essentially turn their linear inventory into connected TV (CTV) inventory, all while better serving their local communities, businesses and advertisers."
David Solomon, President & CEO at Viamedia
Through this platform, MVPDs are enabled to regionalize streaming distribution by inserting regionally targeted ads on linear streams which replicate the ads running on traditional SD and HD channels. It provides a CTV capability MVPDs that have already deployed a dynamic platform. It also extends its support to MVPDs migrating into a dynamic advertising model by serving identical ads across multiple platforms. It enables ad sales for an entire subscriber while safeguarding the existing revenue streams.
Solomon added, “The industry is beginning to catch on to the benefits of a parity approach. As subscribers are transitioned to streaming, there's often not enough impressions to sell independently. By replicating the same ad on two platforms, MVPDs are able to optimize linear and CTV feeds for advertisers, maximizing inventory and ad sales during the migration. This system is specifically developed to drive greater demand and value for existing advertising inventory.”
Viamedia’s high-class technology stack follows established IAB standards. It utilizes a standardized platform to enable integration with any streaming applications so that MVPDs are able to utilize the streaming app of their choice to increase digital advertising revenue, similar to CTV.
The new platform complements Viamedia’s expanding portfolio of advanced advertising solutions including QTT, the company’s cloud-based patented solution. It bridges digital demand and linear TV advertising inventory. It is the first of its kind solution which can request and receive ads from programmatic digital ad exchanges to enable programmatic ad insertion in real-time or near real-time, depending on the publisher’s preference on linear cable, National Network or Broadcast television utilizing existing TV infrastructure.
AcuityAds | September 16, 2020
AcuityAds Holdings Inc. (TSX: AT) (OTCQX: ACUIF) ("AcuityAds" or "Company"), a technology leader that provides targeted digital media solutions enabling advertisers to connect intelligently with audiences across digital advertising campaigns, today provided an update on the launch date for the Company's new highly anticipated advertising automation platform. The invite-only digital event will be held at 11:00 AM ET / 8:00 AM PT on October 1, 2020. "We are proud to be presenting our new advertising automation platform, a disruptive development within the industry that will democratize programmatic advertising, making it accessible to all marketers," said Tal Hayek, Co-Founder and Chief Executive Officer of AcuityAds. "With this new technology, we will bring the consumer journey to life by closing the gap between the way advertising is planned and the way it is executed." The new advertising automation platform has been in beta with six highly established brands including a Fortune 50 home renovation retailer, one of the largest U.S. insurance groups, and a large direct-to-consumer mattress company. The beta program enabled participants to test the new technology and its ability to dramatically simplify the campaign creation process while delivering unique journey-based insights and improved ROI on marketing investment.
Seedtag | August 24, 2021
Albert Nieto, co-CEO of Seedtag, explains why advertisers should invest in contextual targeting as the end of third-party cookies edges closer.
Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backwards step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which requires apps to ask users to grant permission to collect and share their data. What’s more, Mozilla and Firefox have already stopped the support for third-party cookies to track users on their browsers. Nevertheless, with Chrome accounting for 60% of all web traffic in the UK, this announcement still marks a seismic change for third-party cookies.
This all leads to online advertising being pushed to adapt to a more privacy-driven web, giving end-users better control over their data. The 2022 timeline was always very ambitious, meaning this additional time has been welcomed by advertisers and publishers, as it provides them with more time to adapt. However, the transition to a cookieless world will not be a one-off switch, but an ongoing process for advertisers that is already underway.
Removing the reliance on cookies
In digital advertising, third-party cookies are widely used by ad tech companies to identify users on desktop and mobile devices for the purposes of targeting and reporting. Based on changes in consumer preferences on how their data is collected or used, brands will be forced to sever their dependence on cookies, shifting towards a future that meets new privacy standards. Businesses in the space can use this new era as an opportunity to solve some of the underlying issues linked to cookies, such as slow-loading and a lack of control over Publisher data for Editorial Groups, or cookie matching between different platforms for Advertisers.
Furthermore, the reliance on cookies has made many marketers focus excessively on their targeting strategies, seeing them rely on questionable attribution models and embrace standard ad units pushing for a commoditisation of advertising. More often than not, some companies in the sector forget that the very reason why advertising exists is to create positive emotions in anyone that interacts with the brand.
Contextual is the best answer and the only one available at scale
While walled gardens will remain an option for advertisers to interact with their potential customers using first-party data, the big question is what will happen in the open web without cookies. Companies in the ad tech sector have two options: substitute cookies for an alternative technology that allows them to keep addressability on the web; or switch to privacy-first targeting options like contextual advertising.
The ad tech industry is still in the early days of identifying an optimal solution for a post third-party cookie world. The problem with the cookie is not its technology, but its lack of privacy. With privacy concerns well and truly entrenched, no technology that fails to respect users will prevail. Contextual targeting using NLP (Natural Language Processing) and AI algorithms is not only available and workable at scale, but is also proving to be as effective as audience targeting was. The ability for brands to understand the content that the user is consuming at the time of the ad delivery will become a new and as-effective identifier for the target audience and their preferences. Contextual targeting combines relevance with the scale, precision, and seamlessness that is championed by programmatic media.
Ensuring consumers’ privacy
In terms of privacy, contextual advertising permits targeted marketing in highly relevant environments without requiring data from customers. It concerns itself with the context and meaning of advertising environments, not the behavioural patterns of online users. Therefore, it presumes that the user is relevant to the advertisement without ever relying on their historic behaviour. With real-time updates, the company’s contextual targets will automatically refresh to include new and relevant environments for the adverts, driving improved results and conversions.
Another strategic advantage is that it enables advertisers to deliver messages to consumers when they are most receptive to brand messages. For instance, when a user is browsing content about a specific topic, it might imply their interest to make a related purchase. Overall, the ability for ad tech companies to target customisable contexts is essential, especially when operating in highly specific or niche markets.
The future of ads
With the ad tech industry on the path to a cookieless world, it’s now time to adapt and make sure that consumers are able to provide privacy-driven, digitally savvy end-users with better control over their data. As contextual targeting has proven to be effective with real-time updates and personalisation, many marketers are seeking it out as an alternative to third-party cookies.
Many industries have successfully adapted to key defining moments and have ended up becoming larger and more profitable as a result. The creation of the internet, for instance, created global opportunities for travel agencies and those who embraced the change evolved from local or national companies into global businesses. Those who resisted the change, and didn’t put their clients first, probably don’t exist today. The advertising industry is not an exception and businesses must define their strategy backwards. Consumers want privacy in the same way they want to book their holidays online – if this is granted then new, exciting opportunities will arise for everyone