IAS introduces 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions

Integral Ad Science | August 24, 2020

Integral Ad Science (IAS), the global leader in digital ad verification, today announced the launch of 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions. The Context Control suite of solutions now incorporates the premiere semantic technology within the verification space to deliver unmatched accuracy and granularity in online content classification. Superior content classification enables a new level of precision and scale for marketers seeking to better navigate the content adjacencies associated with their online campaigns. The semantic technology components of Context Control give advertisers access to custom and curated contextual targeting capabilities. These are based on an array of contextual signals such as content sentiment and its underlying emotional classification - powerful features that many competing solutions do not offer. The class-leading solution also delivers a precise semantic understanding of page-level context - this enables advertisers to navigate common homonym scenarios that keyword blocking cannot (such as the difference between "gun shot" versus "basketball shot" content). According to an independent evaluation conducted by Ozone, IAS's patented semantic technology is proven to be 42% more accurate than the next best industry offering.

Spotlight

B2B buyers consume content through an average of 6 channels when making a purchase decision and two-thirds leave that process frustrated because marketers make it unnecessarily difficult for them to truly research and learn. Display Advertising is a great example of this type of silo, focused on sending banner ads without the benefit of context or coordinated content delivered from other systems. Starting your ABM program from this footing sets the rest of your marketing and sales efforts into a downward trend.

Spotlight

B2B buyers consume content through an average of 6 channels when making a purchase decision and two-thirds leave that process frustrated because marketers make it unnecessarily difficult for them to truly research and learn. Display Advertising is a great example of this type of silo, focused on sending banner ads without the benefit of context or coordinated content delivered from other systems. Starting your ABM program from this footing sets the rest of your marketing and sales efforts into a downward trend.

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Clear Ads Offers Exclusive Amazon Ad Campaign Management Opportunities to Businesses

Clear Ads | November 25, 2020

Clear Ads, a digital advertising agency that centers around Amazon ad campaign management, shares how Amazon advertising demand side platform (DSP) can bring powerful advertising opportunities to businesses. Amazon DSP is accessible to both advertisers who sell products on Amazon and those who do not. Amazon DSP is described as a platform that enables advertisers to automatically buy display, video and audio ads. It additionally permits advertisers to reach, educate and re-engage customers both on and off Amazon. It has quick become an integral part of many a marketer's digital advertising strategies. George recommends two factors that might be adding to this development. To begin with, Amazon has a characteristic preferred position in focusing because of the colossal measure of information it hangs on purchaser practices and purchasing patterns. Second is Amazon's ongoing venture into blended media promotions.

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Walgreens Advertising Group Announces Launch of Self-Serve Programmatic and Clean-Room Solutions

Walgreens Advertising | February 28, 2022

Today, Walgreens Advertising Group (wag) announced it will be launching new self-serve programmatic and clean-room solutions allowing brand advertisers to run campaigns more openly on their own terms. The new self-serve programmatic solution will offer the ability to target consumers by applying audiences based on Walgreens first-party data to campaigns run on each advertiser’s preferred demand-side platform (DSP). We’re excited to bring our advertising clients more flexibility in managing the reach and frequency of campaigns on their preferred DSP, while dually building a better consumer experience through more relevant and optimized advertising. This solution allows the relationship between brand advertiser and retailer to be more transparent than ever and deliver a more integrated, human experience to the consumer." Luke Kigel, vice president of Walgreens integrated media and head of Walgreens Advertising Group. With the new services, brand advertisers can maximize the reach and scale of campaigns across all digital channels. With more than 95 million myWalgreens members and Walgreens roughly 1 billion touchpoints daily with customers, the service can target purchasers of more than 70 key categories and advanced customer targets. Advertisers can access the new self-serve solution through The Trade Desk or OpenX, with more connections being added in the future. wag’s connection with The Trade Desk leverages the power of closed-loop reporting, where advertisers tie campaign performance to Walgreens sales data and optimize in real-time to drive efficiency, results and learnings for future campaigns. With the addition of the clean room, powered by Epsilon, brand advertisers will be able to measure customer overlap while maintaining confidentiality of their first-party data. About Walgreens Walgreens is included in the United States segment of Walgreens Boots Alliance, Inc. (Nasdaq: WBA), an integrated healthcare, pharmacy and retail leader serving millions of customers and patients every day, with a 170-year heritage of caring for communities. As America’s most loved pharmacy, health and beauty company, Walgreens purpose is to champion the health and well-being of every community in America. Operating nearly 9,000 retail locations across America, Puerto Rico and the U.S. Virgin Islands, Walgreens is proud to be a neighborhood health destination serving approximately 9 million customers each day. Walgreens pharmacists play a critical role in the U.S. healthcare system by providing a wide range of pharmacy and healthcare services. To best meet the needs of customers and patients, Walgreens offers a true omnichannel experience, with fully integrated physical and digital platforms, supported by the latest technology to deliver high-quality products and services in local communities nationwide.

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Kubient Partners with Verve Group to Increase Transparency and Reduce Fraud in Advertising Supply Chain

Kubient | November 01, 2021

Kubient, a cloud-based software platform for digital advertising, today announced a mutually beneficial partnership with Verve Group, a privacy-first omnichannel ad platform connecting advertisers and publishers to people in real time. The partnership opens up premium inventory for advertisers working with Verve Group, and enables Kubient's publishers the ability to access additional premium inventory from Verve Group, ultimately creating more transparency and efficiency for brands and agencies. "We hear from our brands and agencies that they want more transparency throughout the bidding process, but are continuously faced with partners that have multiple vendors. This can impact the price of inventory and raise questions around the quality of inventory being sold and purchased. By partnering with Verve Group, we're providing a seamless process for our advertisers to access quality inventory that's specific and relevant to the audiences they are trying to reach. This partnership will also tremendously impact our supply side partners, by expanding the number of advertisers that can bid on their inventory, which benefits all parties." Ryan Adams, SVP of Partnerships at Kubient. The partnership with Verve Group will rapidly expand Kubient's direct selling offerings, allowing for the team to continue building out a robust demand side of the business. Kubient looks to create greater revenue opportunities by opening up its publisher's inventory to Verve Group. "Kubient is a great partner for Verve Group, as we continue to evolve as a business and disrupt the ad tech landscape for both demand and supply partners," said Sameer Sondhi, Co-CEO at Verve Group. "Our team is always looking at ways to expand the breadth of inventory we can offer brands. By making Kubient's inventory available through Verve Group, our advertisers can expand the types of audiences they engage through campaigns. Additionally, we are also excited to offer Verve Group's high-quality inventory for Kubient partners." Kubient leverages Kubient Artificial Intelligence (KAI), a pre-bid ad-fraud prevention tool that catches fraud before it happens through pattern recognition and device scoring. The algorithm is trained to analyze the behavior, consistency, and quality to determine its credibility - accurately flagging fraud in less than 10ms of an ad bid, faster than any other tool on the market. About Kubient Kubient is a technology company with a mission to transform the digital advertising industry to audience-based marketing. Kubient's next generation cloud-based infrastructure enables efficient marketplace liquidity for buyers and sellers of digital advertising. The Kubient Audience Cloud is a flexible open marketplace for advertisers and publishers to reach, monetize and connect their audiences. The Company's platform provides a transparent programmatic environment with proprietary artificial intelligence-powered pre-bid ad fraud prevention, and proprietary real-time bidding (RTB) marketplace automation for the digital out of home industry. The Audience Cloud is the solution for brands and publishers that demand transparency and the ability to reach audiences across all channels and ad formats. About Verve Group Verve Group's consumer-first advertising suite is a leader in consolidating data, demand and supply technologies to create better business outcomes for advertisers and publishers. With a privacy-first approach, Verve Group's full-stack programmatic solutions are built for brand-safe environments. The global group is trusted by top 100 advertisers with direct connections to 4,000+ publishers and apps globally. Verve Group is part of Media and Games Invest (MGI) and has an international presence with 20+ offices worldwide. Learn more at www.verve.com. 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