AD TECH AND MARTECH

IAB Releases New Report as Advertisers Consider AI

Interactive Advertising Bureau | March 10, 2021

As ad-tech organizations consider AI options in contrast to treats and other outsider trackers, the Interactive Advertising Bureau (IAB) is delivering new rules and best practices for the utilization of machine learning at each level of digital advertising production.

The guide draws on encounters from different distributers, organizations, and ad-tech organizations to layout nine uses going from imaginative production and logical video to inward handle mechanization and data migration. The delivery denotes another progression towards the working gathering's definitive objective of creating settled upon norms for the utilization of AI across the business.

The report comes after Google multiplied down on its protection push a week ago, explaining that it won't construct or utilize elective identifiers like hashed email addresses after it eliminates outsider treats from Chrome one year from now. Organizations like IBM Watson Advertising, which co-seats the IAB's AI norms working gathering, have been situating AI-driven analysis as another path for organizations to target ads without utilizing customized data.

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ADVERTISER PLATFORMS

Smart AdServer Ranks First in the "Most Secure Ad Platforms" Category for 2020

Confiant, Smart | April 06, 2021

Smart AdServer was found to have the lowest security violation rate for sell-side platforms in 2020, according to advertising security leader Confiant. Confiant determined that Smart AdServer ranked first among the best performers in the entire data set for the year, based on its 2020 Demand Quality Report data, which covers more than 100 channels and 650 million impressions tracked. Smart, a leading independent end-to-end ad tech platform, revealed today that it has a 99.9% success rate in identifying and removing fraudulent advertising before it hit the publisher's website. Smart's mission is to link media buyers and sellers in the most transparent way possible, ensuring consistency and accountability. The collaboration with Confiant is part of a larger initiative to improve ad traffic and efficiency, which is at the core of Smart's operations. Confiant's CEO and Co-Founder Louis David Mangin said, "Security is our bread and butter." "We're happy to be a part of Smart's success story, but we're also happier to know that our products helped our client achieve 99% effectiveness in countering malicious advertising while still securing their sales." According to Smart, the process of eradicating malvertising on their website has been aided by Confiant's platform, as well as strengthened internal processes and practices across Smart's departments and new efforts that included a hardline approach on quality to promote behavioral improvement with partners and customers. Smart has seen a decrease in customer complaints and a rise in returns as a result of this. "We often hear that fraud is a "cost of doing business," but we strongly disagree and think it is something that needs to be addressed and systematically and collectively eradicated," said Jean-Christophe Peube, Vice President, Analytics & Quality. About Confiant, Inc. Confiant's goal is to make the internet a secure place for all. They defend publishers and ad platforms by assisting them in gaining back control of the ad experience and maintaining the safety of their customers. By offering real-time authentication of digital ads, their approach preserves credibility, revenue, and resources. Confiant's technology effectively detects and eliminates malicious activity as well as low-quality advertisements. Confiant empowers premium ad platforms and publishers with actionable data to ensure the digital ad environment is clean and stable for all by offering industry-leading protection against malvertising, disruptive advertising, and privacy threats. For their customers, which include CBSinteractive, Magnite, Gannett, and Politico, they track and secure billions of ad impressions each month. About Smart Smart is a leading independent ad tech platform that caters to both buyer's and publishers' needs. With Smart's fully transparent platform and shared-interest marketing strategy, advertisers and premium publishers can get their fair share of ad value at any time, on their terms. Publishers can act with confidence and have the flexibility they need to provide the right blend of transaction models, channels, formats, and audience data to provide true value path optimization to brands by providing the right blend of transaction models, channels, formats, and audience data. Smart works closely with hundreds of buyers and over 1,000 publishers around the world to deliver display, video, native, and rich-media advertising to over 50,000 sites and apps, including Groupe Marie Claire, TracFone, Le Figaro, Leboncoin, Altice Media Publicité, and IMGUR. Smart is a member of the Deloitte Technology Fast 500 EMEA and the FT 1000: Europe's Fastest-Growing Companies lists. The company has 12 offices around the world and is at the forefront of creating a transparent, high-quality ecosystem.

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AD NETWORKS

Talon Outdoor and Stagwell (STGW) Expand Capabilities and Global Presence in data-driven Out-of-Home Advertising

Stagwell | December 18, 2021

Stagwell Inc. (NASDAQ: STGW) and Stagwell Media Network today announced a strategic partnership with leading out-of-home (OOH) media specialist Talon to accelerate global growth in OOH advertising. Talon joins Stagwell's network to expand their collective global presence in offering smarter, data-driven, and creative-led OOH planning, buying, and proprietary technologies to advertisers. With the outdoor movement returning to pre-pandemic levels, the global OOH market is rebounding quickly, achieving a 21.8 percent uptick this year and an expected 13.3 percent increase in 2022, according to WARC. The combination of Talon's deep investments in market-leading adtech platforms, including Ada, Atlas and Plato and strategy-led OOH leadership, and Stagwell's global scale offers brands and agencies around the world a powerful path for accessing innovative capabilities to power outcomes-based OOH campaigns. The global digital OOH market is highly fragmented and represents an untapped growth opportunity and Talon has built an impressive portfolio of technology and service capabilities with a deep bench strength of OOH specialists. Our collaboration with Talon will help educate more brands and agencies across the global marketplace on the growing OOH opportunities for tapping into richer behavioral and location insights for quantifying the channel's true impact across the customer journey." Jon Schaaf, Global Chief Investment Officer of Stagwell. Barry Cupples, Talon's Global CEO said, "The digital transformation of OOH is bringing game-changing opportunities for advertisers to apply modern, data-driven advertising techniques to target audiences and measure outcomes more precisely than ever. Stagwell is one of the fastest-growing and transformative creative services networks and we look forward to our collaboration in fueling our next stage of growth in making it easier for advertisers in more markets to access and execute captivating and performance-driven OOH campaigns that surround people's everyday journeys." With its complementary media capability of global digital out of home, Talon joins Stagwell's diverse network of Affiliate Partners providing unique solutions around the world. Designed to provide brands with capabilities to engage audiences during pivotal moments across cultures, Stagwell's Affiliate Network spans a host of capabilities including e-commerce, scaled content and media. This partnership comes on the heels of Talon's rapid expansion in the U.S. market. Talon formed a strategic partnership with The Buntin Group to create a new entity named Talon-Buntin America that delivers scale, agility, and expanded capabilities for local and regional brands. In addition, Talon unveiled a new connected video offering, which unifies OTT and digital OOH (DOOH) advertising through a new partnership with MadHive. Earlier this year, Talon formed a North American partnership with Hivestack that makes OOH buying as frictionless as possible with self-serve access for advertisers. About Talon: Talon Outdoor is the leading global independent Out of Home (OOH) media specialist and technology services company focused on delivering smarter, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world's leading agencies, clients, and media partners. Headquartered in London with additional offices in Manchester and its affiliate Talon America LLC headquartered in New York City, Talon delivers expertise at the global, national, regional, and local levels. Plexus is Talon's global OOH planning and buying network that connects over 20 Talon and partner offices around the world enabling expert campaign planning in over 100 markets worldwide. About Stagwell Inc.: Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 10,000+ specialists in 20+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com. About Stagwell Media Network Stagwell's Media Network is a group of leading multichannel agencies home to more than 3,000 experts with an expansive global footprint across 40+ offices in 20 countries, managing close to $5 billion in media. Agencies include Assembly, MMI Agency, Media Kitchen, and Grason, creative consultancy GALE, B2B specialist Multiview, multilingual content agency Locaria, and travel and media experts Ink. The network offers marketers a more dynamic partner for global B2B and B2C solutions spanning data, technology, media, and creativity aimed at accelerating business growth for brands worldwide.

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AD NETWORKS

Media Cause, the Nation's Top Marketing Agency for Nonprofits, Announces Significant Year-Over-Year Momentum

Media Cause | January 25, 2022

Media Cause, the mission-driven marketing agency focused on helping nonprofit organizations grow and accelerate their missions, today announced superior year-over-year momentum between 2020 and 2021. "We're proud to be supporting the many nonprofits coming to us that need to consider fundraising, and different ways of gaining support for their missions, in a new, increasingly digital way," says CEO Eric Facas. "We are excited about our clients' achievements and our own continued growth in the year ahead." Since the beginning of 2021, Media Cause has won more than 40 new clients including the It Gets Better Project, the Bladder Cancer Advocacy Network, MassChallenge, Westcoast Children's Clinic and Generation USA. The company more than doubled its staff this year and now has more than 60 employees to serve its rapidly expanding client base. Other notable achievements from 2021 include: Provided more than 300 hours in pro-bono services, to pro-bono clients including 3D Girls Inc., EmpreSomos, Neurodiversity in the Workplace, Creative Reaction Lab, Active+ and Brownicity. re:imagine/ATL, Camelback Ventures and Pro-Choice Arizona have just signed on as new pro-bono clients. Continued high demand for the RiseUP Marketing Fellowship, a nine-month, fully paid marketing fellowship currently sponsored by Media Cause designed to increase access to career opportunities in the advertising and marketing industry. In 2021, Media Cause completed two cohorts, converting five fellows to full-time company employees. A third cohort began in mid-January 2022. Won 22 industry awards, including: San Francisco and Atlanta Addy's, Hermes, Inc. 5000, Telly, AVA Digital and Viddy. "Media Cause has taken a strategic and systematic approach to building Pathfinder's digital program, meeting and exceeding every goal we throw at them," says Tyler Kalogeros-Treschuk, Director of Development Operations at Pathfinder. "They have streamlined our email, social media, and digital advertising tools; helped build up our own internal capacity; expanded our supporter list and dramatically increased our digital revenue. Their team is like an extension of our own, and we are thrilled with what we've been able to accomplish together!" continues Madeline Halperin-Robinson, Marketing Manager at Pathfinder. About Media Cause Media Cause is a mission-driven marketing agency that helps nonprofit organizations grow and accelerate their impact. Our data-driven approach connects nonprofits with individuals across their entire supporter journey: from awareness and recruitment, to fundraising and advocacy, and every touchpoint in between. Our noteworthy clients include: HeadCount, American Kennel Club, Parkinson's Foundation and many more.

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