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.

Spotlight

Smart campaigns are a type of advertising campaign that use machine learning algorithms to optimize your ads and maximize your return on investment. Here are four tips for creating smart campaigns:

Set clear campaign objectives: Before creating a smart campaign, it's important to define your goals and what you want to achieve. This could be increasing website traffic, generating leads, or boosting sales. Once you have a clear objective in mind, you can create a campaign that is tailored to achieving that objective.

Spotlight

Smart campaigns are a type of advertising campaign that use machine learning algorithms to optimize your ads and maximize your return on investment. Here are four tips for creating smart campaigns:

Set clear campaign objectives: Before creating a smart campaign, it's important to define your goals and what you want to achieve. This could be increasing website traffic, generating leads, or boosting sales. Once you have a clear objective in mind, you can create a campaign that is tailored to achieving that objective.

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AD TECH AND MARTECH, ADVERTISER PLATFORMS

Viamedia Sales Continue to Boost Partnerships

Viamedia | February 21, 2023

Viamedia, an independent cross-media local advertising company, has recently announced that it has made partnerships and expanded its advertising sales with about 11 new ad service providers across the nation, including Wilkes Barre, the Carolinas, Greater Boston, and Oklahoma City, in 2022. It offers complete turnkey operational management, regarding different components of the advertising sales business with national, regional, and local sales, to all its partners. It is a scalable Network Operations Center, NOC, serving cross-market with experienced ad sales supporting team. It assists over 70 MVPDs in approximately 28 different states encompassing about 65 designated market areas, DMAs, in the U.S. This represents its capacity to augment local ad sales, offering incremental value to its partners in direct response to national and political sales services. It provides immediate deployment of sales tools, marketing, automation, research, and training with its full-service partnership. In addition, it emphasizes efficiency in selling fractionalized market shares with multi-platform insertion capabilities, offering expanded capabilities and technology-based solutions for advertising growth. Viamedia’s Vice President of Affiliate Relations and Business Development, Madeline Kissel, said, “Viamedia had many major accomplishments in 2022, not least of which was the milestone number of new partnerships established.” She added, “We are proud that these agreements will help our new partners unlock fresh revenue streams and offer the latest technologies, tools, and strategies that can maximize business for their clients and advertisers.” (Source – Business Wire) Viamedia’s Divisional Vice President of Cross Media, Dan Walsh, said, “Viamedia partners have the advantage of bringing more focused viewer targeting and a more engaging, impactful ad experience than ever before.” He added, “With greater transparency, reporting and insights than previously offered in the local marketplace, service providers can focus on driving revenues for their core business. In addition, we’re committed to helping our partners reduce risk, as well as minimize personnel-related costs and complications, as it relates to ad sales and cross-channel marketing.” (Source – Business Wire) About Viamedia Headquartered in Lexington, Viamedia, an advertising solution provider, has been offering solutions for marketing and advertising, television advertising, and sales since 2001. It partners with several service providers in the nation with a single solution of purchase for more than 6,000 national, regional, and local advertisers. It fills the gap between digital programmatic advertising and linear T.V. advertising with its audience and impression-based local video cross-media advertising solutions. Its cloud-based QTT platform offers proprietary technology stack solutions tailored for ad campaigns and uses rich data for consumer-targeted dynamic ads through linear television advertising.

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AD TECH AND MARTECH

Volta as a Founding Partner for Ad Net Zero

Volta | February 10, 2023

Volta, a media company, has recently joined Ad Net Zero organization as a founding partner for the new USA chapter. This membership represents its aim for digital media decarbonization with its digital out-of-home (DOOH) media network, helping advertising leaders to drive sales with fewer carbon emissions. With Ad Net Zero's "Action 5" plan, Volta leverages its media networks to enhance sustainable consumer behavior. This plan includes cutting down on emissions from business operations, planning and buying media, making ads, giving awards, and holding events. Ad Net Zero is an international organization that provides decarbonization solutions to the advertising industry and enhances consumer reach for sustainable products and services through marketing agencies. Many advertisers, commercial media owners, production companies, and marketing agencies support the organization, which has global members like IPG, Google, Meta, Omnicom, Havas, Reckitt, Unilever, Pubmatic, Sky, WPP, and Meta. Chief Commercial Officer at Volta Brandt Hastings said, "Volta offers advertisers the opportunity to reach highly valuable audiences and measurably drive sales while directly supporting emissions-free, electric miles." He added, "As a founding member of Ad Net Zero's USA chapter, Volta is proud to lead the industry by furthering our efforts to decarbonize our media supply chain and using our network to accelerate a sustainable future for all." (Source – Business Wire) Director of Ad Net Zero's USA Chapter, John Osborn, said, "In 2022, the US media industry woke up to its emissions responsibilities. This year, the industry must start decarbonizing its operations and getting closer to net zero emissions." He added, "I have long admired Volta's leading role in sustainable media, and we are honored they have joined Ad Net Zero's USA chapter as a founding member." (Source – Business Wire) About Volta Headquartered in San Francisco, Volta Inc., an electric vehicle (EV) charging, and media company has been providing business growth along with a clean energy future as well as a network of EV charging stations since 2010. It helps consumers, brands, and site partners with charging station installation with large-format digital advertising screens, attracting foot traffic for retailers, target audiences for advertisers, and EV drivers at the same time. Its proprietary platform, PredictEV®, combines machine learning technology with behavioral science to assist electric utilities, cities, and commercial property owners with EV infrastructure.

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AD NETWORKS

DoubleVerify Continues Connected TV Momentum as Media Quality Measurement is Now Available to Netflix Advertisers

Business Wire | March 27, 2023

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced that DV’s measurement solutions are now available for all Netflix advertisers. With this release, Netflix advertisers can ensure that their video ads are safe from fraud and invalid traffic (“IVT”) and are fully viewable by real people. “Netflix is one of the world's largest streaming services and we are excited that our industry-leading solutions are now widely available for their advertisers,” said Mark Zagorski, CEO of DoubleVerify. “Our partnership ensures that campaigns on Netflix fulfill essential quality standards that drive optimal outcomes. At DoubleVerify, we are committed to delivering innovative, accredited, and independent quality measurement products that maximize advertising performance. We continue to expand our unmatched coverage across CTV platforms like Netflix, and wherever advertisers engage consumers of premium video." DV is one of the few measurement providers selected to extend coverage to Netflix. With DV’s quality measurement technology, advertisers benefit from: Fraud Protection: DV identifies and protects advertisers against fraud and IVT from hijacked devices to bot manipulation. Viewability Measurement: DV provides comprehensive viewability authentication, offering clarity into whether an ad has the opportunity to be seen. DV sets itself apart in the CTV category, with cutting-edge solutions that cover all CTV inventory, from pre-bid avoidance to post-bid monitoring. DV allows advertisers to compare media quality and performance consistently, ensuring that their advertising budget is efficiently and effectively delivered across all screens and devices. This unlocks measurement parity and provides advertisers with a high level of confidence in CTV advertising. For more information about DoubleVerify, visit http://www.doubleverify.com. About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally. Learn more at www.doubleverify.com.

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