Google’s lead EU regulator opens formal privacy probe of its adtech

Google | May 22, 2019

Google’s  lead data regulator in Europe has opened a formal investigation into its processing of personal data in the context of its online Ad Exchange, TechCrunch has learnt. This follows a privacy complaint pertaining to adtech’s real-timing bidding (RTB) system filed under Europe’s GDPR framework last year. The statutory inquiry into Google’s adtech that’s being opened by the Irish Data Protection Commission (DPC), cites section 110 of Ireland’s Data Protection Act 2018, which means that the watchdog suspects infringement — and will now investigate its suspicions. The DPC writes that the inquiry is “to establish whether processing of personal data carried out at each stage of an advertising transaction is in compliance with the relevant provisions of the General Data Protection Regulation, including the lawful basis for processing, the principles of transparency and data minimisation, as well as Google’s retention practices”.

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It’s no longer enough to just “post a few times a day.” Recent changes in social media sites like Facebook, LinkedIn and Twitter provide you with new ways to help your business stay competitive. Take your social media to the next level with marketing strategist, Michael Reynolds. Covering Advanced Topics Like: How to pinpoint and retarget the right people with custom audiences How to structure social ads and track the effectiveness of your campaigns How to use audience demographics to bring new visitors to your website How to actually generate leads with social media advertising Why Facebook might surprise you as the best social network for B2B Following this presentation, you will be able to immediately implement a social media advertising strategy and start seeing positive results.

Spotlight

It’s no longer enough to just “post a few times a day.” Recent changes in social media sites like Facebook, LinkedIn and Twitter provide you with new ways to help your business stay competitive. Take your social media to the next level with marketing strategist, Michael Reynolds. Covering Advanced Topics Like: How to pinpoint and retarget the right people with custom audiences How to structure social ads and track the effectiveness of your campaigns How to use audience demographics to bring new visitors to your website How to actually generate leads with social media advertising Why Facebook might surprise you as the best social network for B2B Following this presentation, you will be able to immediately implement a social media advertising strategy and start seeing positive results.

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ENGINE Media Exchange Data Connected Marketplace™ Expands with Audigent SmartPMP™ First-party Data Solution

ENGINE Media | January 28, 2022

ENGINE Media Exchange (EMX), a leading SSP and end-to-end technology solution, and Audigent, the leading data activation, curation, and identity company, have teamed-up to expand the first-party data capabilities of EMX's Data Connected Marketplace™. As a result, digital media buyers using EMX's SSP will benefit from Audigent's SmartPMP™ product, which leverages inventory and data from established publisher and data partners. Audigent also provides digital media buyers with capabilities to optimize during campaigns which allows for continuous improvement. As a preferred SSP of Audigent's SmartPMP™ product, EMX provides greater audience lift, targeting, scale and delivery. EMX's data connected marketplace has proven to drive 2x lift in audience reach. "The cookieless future is powered by new ways of thinking about data, and EMX is prepared with our expansion of the Data Connected Marketplace™ with Audigent's leading identifiers," said Michael Zacharski, CEO of ENGINE Media Exchange (EMX). "Our partnership also reinforces our commitment to provide media buyers with greater fidelity, accuracy, and visibility in ad targeting." EMX's Data Connected Marketplace™ shifts data application to the SSP and provides buyers a self-serve audience builder tool that provides forecasting and full visibility into addressable inventory and pricing. Included in a campaign as a single deal ID, Audigent's Smart PMPs™ enable the projection of audience scale and direct supply-path optimizations, streamlining the buying process. With the integration of Audigent data, EMX Data Connected Marketplace™ will now provide buyers with more value and flexibility. Leveraging unique data through Audigent's SmartPMP™ product in combination with ENGINE Media Exchange's direct-to-publisher marketplace has enabled more efficient and impactful audience executions at scale for our campaigns." Greg Langer, Director, Programmatic Supply, Havas Media. "The future of programmatic is the simultaneous curation of media and data. With EMX, we will be able to bring curation to life with the incredible breadth of premium supply. Built on our Hadron identity – these are solutions that will drive value now and continue to perform into the cookieless future," said Greg Williams, President, Audigent. As an independent end-to-end programmatic solution, EMX has invested in creating technology that solves key issues that have challenged the industry. Historically, private marketplaces have been owned by DSPs and built on cookies, requiring triangulation between data platforms, SSPs and DSPs making PMPs traditionally unreliable prior to launch in terms of scale. EMX Data Connected Marketplace™ is not reliant on cookies and offers brands self-serve forecasting tools that provide buyers confidence in cross-channel PMP performance. About ENGINE Media Exchange (EMX) ENGINE Media Exchange (EMX) is a leading, end-to-end technology and programmatic solution, purpose built to evolve today's digital marketplace. EMX brings truth, transparency, and integrity to the programmatic ecosystem, solving key issues that have challenged the industry. It creates both programmatic and managed service solutions designed to unify advertisers, platforms and publishers across digital media channels — including CTV, Video, Display, Search and Social. While recognized as a leading global independent solutions provider for the digital marketplace – EMX is ENGINE's fully owned technology and programmatic solution and powers its media business. ENGINE is a global, full-service media and marketing services company that unites culture and commerce to move brands forward faster. About Audigent Audigent is the leading data activation, curation and identity platform. Audigent's pioneering data platform unlocks the power of privacy-safe, first party data to maximize addressability and monetization of media at scale without using cookies. As one of the industry's first data curation platforms powered by its unique identity suite (Hadron ID™), Audigent is transforming the programmatic landscape with its innovative SmartPMP™ and ContextualPMP™ products, which use artificial intelligence and machine learning to package and optimize consumer-safe data with premium inventory supply at scale. Providing value and performance for the world's largest brands and global media agencies across 100,000+ campaigns each month, Audigent's verified, opt-in data drives monetization for premium publisher and data partners that include: Condé Nast, TransUnion, Warner Music Group, Penske Media, a360 Media, Fandom and many others

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Google Introduces ‘Multisearch’ in Lens

Google | April 11, 2022

Google has recently introduced a new feature, 'Multisearch,' to aid their visual search function Google lens. The multisearch feature will enable a user to refine their visual search queries. With multisearch, the users can combine their graphic and text parameters to get elaborated search results. Google, in its blog, has given a use case to consider where a user can take a screenshot of their shopping-related search query and add a question to find variants of the item searched. E.g., suppose a user searched apparel that appeared in Orange colour in the search result; then it can use the google lens to find the green variant of that apparel (as shown in the blog image). Although this feature currently aims to assist in shopping-related queries, its possibilities seem to be endless. Sometimes users experience a lack of proper keywords to search their query. However, visuals+text search query capabilities will resolve this inconvenience. E.g., one can use Google lens to scan their plant and explore how to care for it by typing the query. Visual search criteria may play a significantly larger role in the future, when augmented reality glasses and other visual technologies become available. As consumers become more acclimated to visual references and visual capture via their glasses, the ability to include those same aspects into search may become a far more significant discovery feature. Currently, this feature is in the beta phase and can only be used in the US region. Google gives credit to recent development in AI tech; it says in their blog, "All this is made possible by our latest advancements in artificial intelligence, which is making it easier to understand the world around you in more natural and intuitive ways. We're also exploring ways in which this feature might be enhanced by MUM– our latest AI model in Search– to improve results for all the questions you could imagine asking."

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GroundTruth's New In-Stock Local Ads to Help Consumers Navigate Supply Chain Shortages this Holiday Season

GroundTruth | November 20, 2021

GroundTruth, the leading location-based marketing and advertising technology company, announced today that it is expanding product-related advertising capabilities with the launch of In-Stock Local Ads. By increasing its ability to ingest and analyze massive levels of product supply data, GroundTruth's next generation of in-stock marketing technology allows national and local retailers and CPG brands to manage inventory shortages at scale. In-Stock Local Ads works by serving shoppers similar product options for items that may not be available at specific store locations or by redirecting shoppers to alternative stores with higher levels of product availability. 35% of shoppers are willing to substitute a similar brand or product for the out-of-stock items on their shopping lists1. "The impact of a true marketing strategy for out-of-stock items is much more meaningful than capturing a short-term sale," said Dan Silver, Senior Vice President of Marketing, GroundTruth. "The real danger lies in brand switching. Having a highly localized solution in place can prevent the more significant loss of a loyal customer and their lifetime value." 2021 Marketing Investments Could Be at Risk This Holiday Season In the first half of 2021, total U.S. media ad spending grew by 32% year-over-year to reach $130 billion2. In fact, GroundTruth data reveals that for the first time in July 2021, the number of 'repeat visitors' outpaced 'new visitors' to retailers since July 20203. With the emergence of supply chain shortages, those marketing investments to get consumers back into stores and increase brand loyalty are at risk as consumers look to spend more this holiday season. With consumers traveling an average of 10-more miles to retailers than they did in 20193, GroundTruth's In-Stock Local Ads allow brands to dynamically serve ads based on product availability at nearby stores to reach shoppers who are willing to drive the extra mile for products. About In-stock Local Ads GroundTruth's hyper-local, store-level targeting capabilities inform consumers about digital offers and store information that are most relevant to them, including product availability and in-stock inventory. GroundTruth's in-stock product marketing technology was introduced in 2020 to help CPG brands address limited supplies for essential products, such as toilet paper and cleaning supplies generated by the onset of COVID-19. By layering GroundTruth's Neighborhoods technology, powered by MRC accredited visitation data, with its in-stock tracking solution, GroundTruth's new In-stock Local Ads flips conventional thinking from "out-of-stock" notifications to "in-stock" notifications. These trusted location-based ads give brands a way to ensure their advertising spend creates a positive shopping experience for their customers. GroundTruth is a 2021 OmniShopper Award recipient in the Best Digital Mobile Activation category from the Path to Purchase Institute for implementing CPG in-stock ads for a major fresh meat brand. The campaign focused on driving visits to Walmart locations with inventory availability. The initiative drove shoppers to locations with stocked shelves and led to a 24% increase in sales of their product, showcasing the impact that dynamic In-stock Local Ads have in maximizing marketing spend to drive more sales. About GroundTruth GroundTruth is the leading location-based marketing and advertising technology company. Brands, agencies, small businesses, and non-profits trust their performance-driven solutions to help them reach consumers during moments of intent that generate important business outcomes. GroundTruth's suite of geo-contextual display and video advertising products and services are available at scale through their self-serve omni-channel advertising platform, managed services, and industry reseller partnerships. GroundTruth's marketing platform is powered by a unique data set called "visitation data" accredited by the Media Rating Council (MRC). Their proprietary cleansing processes combine contextual mapping technology (BlueprintsTM), owned and operated properties, and third-party mobile location data, together yielding over 30 billion visits annually.

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