Google’s Advertising Network Dominates Global Data Collection

With DoubleClick, Analytics and AdWords under its belt, Google continues dominating when it comes to global data collection for advertising, a new report found. When it comes to data collection, Google’s combined arsenal of advertising tools and services continue to help it dominate at a global level. Close behind are AOL Advertising, Moat and AppNexus. Each are singled out by researchers in new report that brings to mind the privacy-busting quote, “If you’re not paying for the product, you are the product”. Google’s data dominance is tied to the fact it owns the advertising service DoubleClick, which like other popular trackers collects data about internet users for advertising purposes, in order to glean vast amounts of information from consumers, from their hobbies and habits, to IP addresses and more.

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Advertiser Platforms

Alliant Launches New Streaming TV Subscriber & Viewership Audiences for Advertisers

EIN News | September 13, 2023

Alliant, the leading transaction-driven audience company, today announced the launch of a brand-new set of industry-leading audiences covering TV subscriber and viewership categories, paving the way for advertisers to deliver targeted advertising based on consumers’ streaming habits. The launch includes more than 250 audiences modeled from subscription and viewership data in combination with real transactional, demographic, and lifestyle insights. Alongside Alliant’s existing offering of more than 2,000 audiences, advertisers now have access to a growing number of TV-specific audience solutions for use across major platforms in programmatic, addressable TV, social, direct mail, and email channels. New categories within this launch include subscribers by service, audiences based on streaming subscription behavior such as loyalists and switchers, and known/deterministic TV viewership by genre, movies & shows, smart TV manufacturer, and more. “Streaming TV has permanently altered consumer behavior and changed the media landscape, and advertisers are eager to find new forms of data that help them monetize the shift,” said Donna Hamilton, Chief Innovation Officer, Alliant. “Alliant is thrilled to expand upon our audiences to offer a more comprehensive set of TV viewership segments that can help advertisers navigate these new and emerging behaviors. By opening the door to subscriber and viewing habits, we can help brands align their products with certain content preferences, while also opening the door for the streaming services themselves to better reach their customers or lapsed subscribers.” Alliant’s TV segments are available across all major data exchanges, TV Platforms and DSPs, including LiveRamp Data Store, Beeswax, Freewheel, Cadent, Madhive, and The Trade Desk and can be pushed to any MVPD, Programmer, or Broadcaster. Join Alliant at the Advanced Advertising Summit as part of NYC TV Week. About Alliant Alliant is trusted by thousands of brands and agencies as an independent partner bringing a human element to modern data solutions. The Alliant DataHub — built on billions of consumer transactions, an expansive identity map, advanced data science and high-performance technology — enables marketers to execute omnichannel campaigns with responsive consumers at the center. Data security and privacy have been core values since day one, and we continually validate our people, processes, and data through meaningful certifications such as SOC2, IAB Tech Lab Data Transparency, NAI Membership, NQI certification from Neutronian, and quarterly quality scoring with Truthset.

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Ad Networks

Industry Leader Kenny Lau joins Perion as Chief Product Officer of its Advanced Advertiser Solutions

Business Wire | September 25, 2023

Perion Network Ltd. (NASDAQ and TASE: PERI), a global technology company whose synergistic solutions serve all major digital advertising channels - including search, social, display, and video/CTV – announced today the appointment of Kenny Lau as Chief Product Officer of Perion’s Advertiser Solutions. Through his experience in multiple domains of AdTech and large-scale platform development, Lau will expand Perion’s technology moat and ability to drive high-growth, high-margin, high-ROI solutions. Lau has held key roles at many of the industry's most prominent companies, including PubMatic, Criteo, and AdTheorent. In his most recent role as Vice President of Product of Advertiser Solutions at PubMatic, he led a global product development team of over 100 engineers and product managers. Tal Jacobson, Perion’s CEO,said Perion has demonstrated its ability to develop and successfully introduce innovative solutions that consistently outperform the industry. With Kenny’s extensive industry knowledge and experience, we are set to maintain this trend of excellence. He will be instrumental in amplifying our technological innovation and enriching our offerings in categories such as retail media, CTV, and video. “I have been following Perion for a while, and I couldn’t be more excited to join this great team that has proven its ability to deliver innovative solutions to a constantly evolving dynamic industry,” said Kenny Lau. “While the industry grapples with tightened spending and consolidation, Perion continues to outperform. I look forward to driving the expansion of the company’s portfolio of industry-changing products and services, further strengthening Perion’s leadership position across the AdTech ecosystem.” About Perion Network Ltd. Perion is a global multi-channel advertising technology company that delivers synergistic solutions across all major channels of digital advertising – including search advertising, social media, display, video and CTV advertising. These channels converge at Perion’s intelligent HUB (iHUB), which connects the company’s demand and supply assets, providing significant benefits to brands and publishers. For more information, visit our website at www.perion.com.

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Advertiser Platforms

Marketing Architects Unveils Streaming TV Platform for Performance Marketers

Business Wire | October 10, 2023

Streaming TV advertising is taking a step toward the future. This week, TV advertising agency Marketing Architects launched a new platform for CTV advertisers called Annika Streaming. Based on technology initially developed for linear TV, Annika Streaming buys CTV and streaming inventory more efficiently than current marketplace offerings allow. This enables performance brands to capitalize on streaming’s potential. Annika’s development began six years ago when Marketing Architects built an AI-powered DSP for linear TV. The platform was designed to evaluate custom audience and performance criteria, set it against market trends and historical data, then calculate which media buys will drive the best ROI for individual brands. The result was a linear TV marketplace that delivered premium inventory for TV advertisers without premium price tags. But as viewership shifted to streaming and connected TV, it was essential brands follow consumers to the channel. Unfortunately for performance marketers, streaming’s promise of advanced targeting and measurement capabilities has been overshadowed by its high prices, typically 5-10X higher than linear TV. To close this gap, Marketing Architects spent the last two years building a proprietary streaming capability, bringing the efficient prices Annika achieved in linear into streaming and CTV. Now, Annika Streaming solves some of the biggest challenges for performance marketers on the channel. Pricing: Annika Streaming obtains rates significantly more efficient than industry-leading third-party DSPs. These are achieved through a data-driven approach that benefits streaming publishers and advertisers alike. Targeting:The platform offers several layers of contextual, geographic, and dayparting targeting capabilities, plus retargeting. Distribution: Annika is fully integrated with dozens of streaming publishers and buys inventory available on Roku, Chromecast, Amazon Firestick, and smart TVs. Measurement: With Annika, advertisers get access to multiple measurement models running in parallel, including IP address tracking and holdout groups for incrementality testing. Marketing Architects clients had first access to Annika Streaming, which they are currently using to complement linear TV campaigns. The platform is available to select new brands starting this week. Learn more by visiting marketingarchitects.com/streaming. About Marketing Architects Marketing Architects is an All-Inclusive TV agency that rebuilt the traditional agency model to help brands drive profitable growth. Founded in Minneapolis, Marketing Architects has spent 25 years building homegrown technology to solve TV's pricing, measurement and scale challenges. For more information, please visit www.marketingarchitects.com.

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