Ad Networks, Ad Tech and Martech
Business Wire | July 14, 2023
Roku (Nasdaq: ROKU), the No. 1 TV streaming platform in the U.S., Canada, and Mexico*, and FreeWheel today announced a new partnership that will bring forth a suite of industry solutions to unlock the full value of streaming TV for advertisers and publishers.
As part of this collaboration, the two companies will be launching new technological offerings that aim to simplify, optimize and enhance TV streaming. The effort is especially timely and noteworthy as the industry approaches a critical time in TV streaming’s evolution. Per Nielsen, time spent with streaming TV surpassed broadcast and cable for the first time since 2022. Additionally, eMarketer projects 57% of U.S. digital video users will stream an advertising-based video on demand (AVOD) service this year.
Having solutions aimed at driving greater interoperability and automation will help accelerate this growth.
Key highlights of this collaboration include:
Streamlined Integration: Roku has now integrated its demand application programming interface (dAPI) with FreeWheel’s TV platform. Roku’s demand API gives publishers direct, automatic and real-time access to more advertiser demand. This enhanced integration allows for streamlined ad operation workflows and better inventory quality control, both of which will improve publisher yield and revenue.
Seamless Data Targeting: Publishers can now use Roku platform signals to enable advertisers to target audiences and measure campaign performance without relying on cookies. Additionally, FreeWheel and Roku will rely on data clean room technology to enable the activation of additional data sets providing better measurement and monetization to publishers and agencies.
Inventory Quality: FreeWheel will leverage Roku’s Watermark solution to prevent sophisticated invalid traffic (IVT)/fraud in TV streaming in partnership with cybersecurity company HUMAN Security, through its robust MediaGuard solution that ensures ad inventory is reaching real humans. Roku’s Advertising Watermark is the industry’s first authentication solution built for TV streaming and gives marketers the confidence that their advertising spend is reaching real streamers. The technology helps marketers and publishers prevent device spoofing and app spoofing by validating ad measurement signals.
“Our goal is to create a better TV experience for our partners and consumers,” said Youssef Ben-Youssef, Senior Director, Technology Partnerships, Roku. “This new collaboration brings together an industry-leading blend of data, tech and reporting to accelerate the shift from traditional TV to streaming TV.”
“There is a lot of synergy, energy and a shared sense of purpose behind our work with Roku,” said FreeWheel Chief Strategy Officer Soo Jin Oh. “At FreeWheel, we believe the industry is stronger and better when we collectively help solve today’s problems while creating future innovation. And so, it’s our hope that this new initiative will help pave the way for greater simplicity, optimization and an even more improved experience for the TV advertising ecosystem.”
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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Advertiser Campaign Management, Ad Tech and Martech
PR Newswire | July 05, 2023
InMarket, a leader in 360-degree marketing intelligence and real-time advertising, today released their new study, Getting Smart About Ad Waste, in collaboration with the CMO Council. The study revealed that brands using InMarket's advanced attribution technology, including real-time inflight optimization, can achieve up to an 11x reduction in media waste compared to brands that don't. The highest performers in the study drove positive incremental results for 94% of their media spends.
Improving the economics of advertising and driving better outcomes against key KPIs are persistent challenges for CMOs. By focusing on always-on attribution and real-time inflight optimization, CMOs can extend the performance of their campaigns and drive dramatic increases in Return-On-Ad-Spend (ROAS).
The report highlights a major national Quick Serve Restaurant (QSR) brand that uses LCI (Lift Conversion Index) always-on attribution and real-time inflight optimization to monitor what exactly is driving their restaurant visits and sales. InMarkets' LCI attribution platform demonstrated that this specific chain was able to optimize nearly all impressions served—93% and 7% waste. The study compares this result to another major QSR brand that did not use the LCI's advanced capabilities resulting in a wasted 72% of all impressions served.
Additional highlights from the study on always-on attribution and real-time, in-flight optimization include:
InMarket found that LCI customers not leveraging always-on, real-time optimization have the opportunity to optimize 75% or more of their media spend: InMarket saw positive results in 94% (6% inefficiency) of the media for their highest-performing brands, while seeing an opportunity for their lower-performing brands not leveraging advanced attribution to optimize 75% of their current media impressions.
With increasing campaign spending, the opportunity cost of wasted media is rising significantly: For campaigns nearing $20 million, if 75% of the campaign is non-performing, then that lack of optimization within their campaign is equivalent to 15 million wasted dollars in advertising spending.
"Consumer behavior is constantly shifting and evolving, requiring marketers to react and optimize in real-time to assure they engage consumers when and where it matters most," said Todd Morris, CEO of InMarket. "Traditional media approaches focused on lowering the costs associated with advertising. However, today's advanced measurement technologies empower CMOs to drive unsurpassed experiences, outcomes and efficiency from existing investments. We're excited to partner with CMOs to help them better engage consumers while also driving improved media efficiency and effectiveness."
Some of North America's largest corporate marketing organizations and brands trust InMarket's award winning advanced LCI attribution solution to optimize their media investments. InMarket's LCI has become the industry's leading attribution platform for marketers and agencies to understand the impact of their omnichannel marketing spend from impression to visit to purchase. For more information on InMarket's LCI visit https://inmarket.com/attribution.
"CMOs are facing growing budget pressures and increased expectations to drive positive ROAS from their media investments," said Donovan Neale-May, Executive Director of the CMO Council. "As a result, attribution adoption has become mission critical in order to accurately measure outcomes from media efforts, while further informing marketing and media strategies."
Spending on attribution software globally is expected to experience a strong 15.5% CAGR from 2022 to 2031, reaching $12.9 billion globally according to Allied Market Research. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. The council works to connect thought leaders and key players across multiple industries to build strong relationships among a strong group of senior corporate marketing executives. For more information, visit www.cmocouncil.org.
About InMarket
Since 2010, InMarket has been a leader in 360-degree marketing intelligence and real-time advertising for thousands of major brands. Through InMarket's data-driven marketing platforms, brands can build targeted audiences, activate real-time omni-channel marketing programs, and measure the success of those programs in driving sales.
InMarket holds more than 25 patents across location, attribution, and digital marketing, and was awarded Product of the Year at the 2022 Sales and Marketing Technology Awards for its GeoLink marketing platform, along with Best Advertising Measurement Platform at the 2022 MarTech Breakthrough Awards for its attribution platform LCI (Lift Conversion Index). InMarket was also awarded the Best Use of Data award at the 2022 Digiday Media Buying & Planning Awards, and ranked 300 on the 2022 Deloitte Technology Fast 500 list. Its nationwide team is united across more than 30 states. For more information, visit www.inmarket.com.
About CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000-plus members control approximately $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets. For more information, visit www.cmocouncil.org.
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Display Advertising, Advertiser Campaign Management
PR Newswire | July 12, 2023
Clear Channel Outdoor (NYSE: CCO), one of the world's largest Out-of-Home (OOH) media providers, today announced new partnerships integrating its CCO RADAR® data platform with best-in-class Data Clean Room (DCR) applications and services from Aqfer, Habu, InfoSum and LiveRamp. This next-generation secure data integration revolutionizes first party-data matching for OOH, allowing brands who are already active DCR users, and those who want to plan and measure OOH ad campaigns using their own data, to leverage OOH's scale and creative impact in a privacy-conscious and secure way.
Increasingly used by digital advertisers for the last few years, Data Clean Rooms are secure environments where data from various sources are connected, analyzed and activated while adhering to strict privacy and compliance standards. With the integration of DCR into its CCO RADAR® suite of solutions, CCO is the first OOH media company in the U.S. to harness this advanced privacy-centric technology. This enables brands using DCRs for audience targeting and campaign amplification to run the most relevant ads and understand and analyze audience behaviors, by offering a secure way for brands to unlock insights from sensitive data without sacrificing security, privacy or performance. By activating these new partnerships and integrations within the CCO RADAR data platform, brands can securely leverage their own data throughout the planning, optimization and measurement of their campaign while allowing for more precise audience targeting and attribution in a one-to-many medium, like OOH.
This Data Clean Room integration with CCO arrives at a pivotal time as platforms phase out the use of third-party cookies and other identifiers amid rising state and federal privacy regulations where brands can expect a potential loss of online data. With the challenges rising in targeting and measurement across digital channels that are reliant upon cookie data, CCO is enabling a solution that allows brands to reach their core audiences and measure outcomes in a privacy-compliant manner.
Historically, brands have relied on tech companies to tell them about their audiences and the identifiers used in the online space do not necessarily put consumer privacy first. Today, brands want increasing control over their own customers' data and this new, first-to-market integration, respects their ownership of the data when working with large media publishers, like CCO, to reach their consumers. And this innovation further enables OOH to be a part of a brand's omni-channel targeting and measurement strategy as the privacy landscape shifts.
"More and more digital-first brands are recognizing the power of OOH to deliver their message to the right audience segments with measurable impact and at scale," said Jeremy Flynn, SVP, Data Products and Strategy, Clear Channel Outdoor. "These DCR integrations allow OOH to be seen as an integrated part of a performance marketer's media mix and we believe this innovation will bring more brands into the OOH space because of our advanced abilities to leverage their chosen data to plan, measure & optimize outcomes."
To provide choice for brands and advertisers' preferred DCR capabilities, CCO RADAR® has enabled secure data collaboration integration services from Habu, InfoSum, Aqfer and LiveRamp to deliver a highly secure environment for CCO and its customers. The ability to work together with sensitive data, helping ensure confidentiality and protection while enabling customers to collaborate with each other's data without revealing any sensitive information ensures the highest level of privacy and protection is considered for both consumers and advertisers.
"As OOH continues to play a more prominent role in omni-channel strategy for data-driven brands, we are thrilled to partner with Clear Channel Outdoor to deliver the first-to-market OOH clean room solution to advertisers," said Matt Kilmartin, Co-Founder and CEO of Habu, a global innovator in data clean room software. "Clear Channel Outdoor is pioneering a new era of excellence for OOH advertising capabilities and we look forward to continued innovation with them in the months ahead."
"We're thrilled to be working with Clear Channel Outdoor to facilitate a true multi-party collaboration solution without any reliance on third-party cookies. This partnership will enable brands and publishers to execute targeted OOH advertising in collaboration with Clear Channel Outdoor," said Jared Hand, SVP, Sales, North America at InfoSum, the world's leading data collaboration technology. "We are excited to work with an innovative company that shares our vision of doing right by consumers and who is leading the way in the use of clean room technology to execute true omnichannel campaigns."
"In today's ever changing privacy landscape, media companies need the ability to set and meet secure data collaboration standards that protect consumers while facilitating modern campaign planning, measurement, and activation techniques," says Marc Sabatini, Chief Strategy Officer at Aqfer. "Delivering interoperable solutions for Clear Channel Outdoor that enable truly secure collaboration across the DCR ecosystem enhances the value of the RADAR platform for brands and their agency partners."
"In order to achieve effective, multi-channel advertising in today's fragmented data landscape, brands must be able to collaborate with partners in a secure and privacy-focused way," said Daniella Harkins, SVP of Product, Go-To-Market at LiveRamp. "LiveRamp's flexible and interoperable data collaboration technology, paired with Clear Channel Outdoor's scale, empowers advertisers with tools that unlock more accurate and comprehensive measurement of media performance. With new insights and partnerships, OOH advertisers can make more strategic media decisions, discover new opportunities, and scale what best drives growth."
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using our medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month across more than 500,000 print and digital displays in 21 countries.
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