IBM launched AI-enabled Social Targeting Solution with Influentials To Help Brands Identify Fitting Influencers

IBM | July 31, 2020

IBM (NYSE: IBM) today announced the launch of Watson Advertising Social Targeting with Influential, a new solution that harnesses artificial intelligence (AI) to help brands identify influencers that best align with their brand values. The new solution within the Watson Advertising suite of targeting products marks an expanded collaboration with Influential, a leader in advanced social media technology. As brands shift advertising tactics in an increasingly fluid landscape, the social targeting tool can help brands communicate with an audience. "Brand reputation matters now more than ever. Using social media to help drive purchase consideration is important as brands implement influencer marketing strategies to establish real connections with consumers, said Bob Lord, SVP of Cognitive Applications, Blockchain and Ecosystems, IBM. "Together with Influential, we're building trust into the ecosystem by applying IBM Watson to help clients select an influencer that aligns to their brand values, exemplifying our belief that AI can and should be the backbone of the new digital economy." According to the 2019 Influencer Marketing Global Survey from Rakuten, an insight and analytics company, 87% consumers surveyed stated that they were inspired to make a purchase based on an influencer's recommendation.1 Further illustrating the power of influencer marketing to guide purchases, 61% of responding consumers stated their intent to click on a sponsored link from an influencer to learn more about a product.2 Social Targeting with Influential relies on IBM Watson to align brands with like-minded influencers that demonstrate similar values, further illustrating how brands across industries can harness AI to make more informed decisions. Solidifying the power of "belief-driven buying," in a recent survey conducted by Salesforce Research, 92% of consumers surveyed report that trusting a brand makes them more likely to buy products and services.

Spotlight

Advertising plays an important part in funding all the media. A vibrant and pluralistic media environment is the bedrock of our democracy and provides people with a huge array of content and services. Yet public trust and favourability towards the advertising industry has been in long-term decline since the early 1990s. That decline could ultimately undermine the creativity, jobs, and value advertising brings to society.

Spotlight

Advertising plays an important part in funding all the media. A vibrant and pluralistic media environment is the bedrock of our democracy and provides people with a huge array of content and services. Yet public trust and favourability towards the advertising industry has been in long-term decline since the early 1990s. That decline could ultimately undermine the creativity, jobs, and value advertising brings to society.

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Upsolver Announces Support for AWS for Advertising and Marketing Initiative

Upsolver | December 01, 2022

Upsolver, the company dedicated to making data in motion accessible to every data practitioner, announced support for the AWS for Advertising and Marketing initiative from Amazon Web Services (AWS) to help accelerate advertising and marketing transformation. AWS for Advertising and Marketing is an initiative featuring services and solutions purpose-built to meet the needs of advertising agencies, marketers, publishers, ad technology providers, and analytics service providers. The initiative helps customers deliver personalized ad experiences, optimize ad serving performance and cost, and innovate on audience segmentation and attribution. It simplifies the process for industry customers to select the right tools and partners helping accelerate their production launches and see faster time to value. Upsolver SQLake is a platform for building data pipelines that ingest and combine real-time events with batch data sources for up-to-the-minute analytics. It provides ground-breaking time-to-value, since any SQL user can build a pipeline simply by writing a query. SQLake automates the pipeline engineering tasks that create severe development bottlenecks – chores such as orchestration, file system optimization and infrastructure scaling. AWS empowers advertisers and marketers to reinvent workloads with solutions to improve audience and customer data management, privacy-enhanced data collaboration, advertising platforms, marketing measurement and ad intelligence, and personalized digital customer experiences. For customers looking for prescriptive, solution-specific support, AWS for Advertising & Marketing identifies leading industry partners in each area. With SQLake, advertisers and marketers achieve a leap in time to delivery and data freshness for use cases such as machine learning (ML) model training, campaign performance management and optimization, dynamic audience segmentation, real-time bidding, ROI reporting, data science and ad hoc analytics. Beyond making data engineers 10X more productive it enables self-service for data users who know SQL – such as data scientists, analysts, ad/marketing ops personnel, product managers and account managers. One benefit of migrating or building advertising and marketing workloads on the most widely adopted cloud is the number of integrations and distribution channels connecting shared data with flexibility and interoperability. Whether you are seeking third party data or tools for better managing first party data, there are both AWS and third-party solutions offered in the AWS Data Exchange, AWS Marketplace, along with the largest community of AWS Partner Network (APN) members, including Upsolver. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “As a global leader in smart ad serving, omnichannel personalization, and consumer intelligence, Clinch ingests and processes billions of events per day into our AWS data lake, a scenario that is largely supported by Upsolver” said Yaron Cohen, Vice President of Research and Development at Clinch. “The self-serve, intuitive operability offered by Upsolver has driven an immense amount of efficiency and speed to my team, and enables us to deliver new features quickly that improve ROI for our customers.” Together, Upsolver and AWS help serve the analytics needs of advertising and marketing firms such as AppsFlyer, SimilarWeb, Clinch, Peer39, Mantis, BigaBid and MediaSense. Support for AWS Redshift Serverless is Upsolver’s latest advancement in supporting AWS customers, who can use Upsolver with a broad range of services including Amazon Simple Storage Service (Amazon S3), Amazon Athena, Amazon Kinesis, Amazon Managed Streaming for Apache Kafka (Amazon MSK), Amazon Redshift, Amazon SageMaker and more. Sign up for a 30-day risk-free trial of SQLake today, after which usage is charged at 10 cents / GB of data ingested, with unlimited pipelines and no minimum commit. Upsolver is available for subscription on AWS Marketplace. About Upsolver Upsolver is a tight-knit group of data engineers and infrastructure developers obsessed with removing the friction from building data pipelines, in order to accelerate the real-time delivery of big data to the people who need it. Founded in 2015 by data engineers Ori Rafael and Yoni Eini, Upsolver has grown from an Israeli-based venture focused on adtech to a global business serving customers across many industries including software, manufacturing, oil and gas, health care, and financial services. Upsolver’s platform enables a variety of high-value analytics use cases such as user behavior, IoT monitoring, and log analytics. Upsolver is headquartered in San Francisco with R&D centered in Tel Aviv. Customers span regions and industries, such as Cox Automotive, IronSource, ProofPoint and Wix. Its top-tier investors include Scale Venture Partners, Vertex Ventures US, Wing Venture Capital, and JVP. For more information, please visit www.upsolver.com.

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MGID Bolsters Global Leadership Team to Accelerate Growth Into New Territories

MGID | September 17, 2022

MGID, the global advertising platform, has today announced the appointment of Sara Buluggiu as VP of Publisher Business Development, and Sergio Vives as Global Head of Publisher Acquisition, to drive the company’s European expansion. Buluggiu brings a wealth of international digital media experience, with previous roles including Digital Director at Starcom, and VP, Regional Director Italy, Spain and MENA at Magnite, where she launched its Middle East offering and successfully grew operations in Dubai and Israel. At MGID, she will be responsible for developing the company’s publisher-focused global strategy in Europe, North America, LatAm and APAC regions. An accomplished sales and business development leader, Vives brings more than 15 years experience in revenue management, publisher acquisition and monetization strategies. Previously VP Sales at Marfeel, the global content intelligence platform, and Global Sales Director at Softonic, he will oversee MGID’s global publisher acquisition strategies. Sergii Denysenko, CEO at MGID, commented, “With increasing recessionary pressures and tighter privacy regulations, publishers are seeking alternative revenue streams that won’t compromise user experience." Sergii Denysenko, CEO at MGID, commented, “With increasing recessionary pressures and tighter privacy regulations, publishers are seeking alternative revenue streams that won’t compromise user experience. We want to ensure those creating great content on the open web and amassing valuable audiences don’t miss out on their fair share of ad spend. “As we extend our support of publishers in developing audiences and generating revenue into new global territories, bringing both Sara and Sergio on board is a significant step towards helping us to achieve this.” About MGID MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences. Every month, MGID reaches 900 million unique readers, with 200 billion ad impressions, across 25 thousand trusted publishers. For more information, please visit: www.mgid.com.

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Mirriad wins AdExchanger award for 'Most Innovative TV Advertising Technology'

Mirriad Advertising | October 21, 2022

Mirriad, the leading in-content advertising company, has won 'Most Innovative TV Advertising Technology' at the 2022 AdExchanger Awards. Announced at the Programmatic I/O awards gala on 17 October 2022, the award from this industry-leading title signals further recognition of in-content advertising as a revolutionary format and Mirriad as a leader of the category. Mirriad's technology and platform create virtual insertions within popular video content, enabling the biggest global brands, across all industry categories, to easily develop and deliver large-scale campaigns in content to connect more effectively with their target audiences. Recent Kantar research shows that audiences prefer in-content advertising 7x more than TV spots, and that combining the two types of advertising creates overall performance lift including ad awareness (+10 ppt), favourability (+5 ppt), and consideration (+5 ppt) when compared to Kantar norms. Stephan Beringer, CEO of Mirriad, said: "In-content advertising is establishing itself as game-changing segment that solves many of the fundamental challenges facing the advertising industry." Stephan Beringer, CEO of Mirriad, said: "In-content advertising is establishing itself as game-changing segment that solves many of the fundamental challenges facing the advertising industry. Mirriad's unique, AI-powered platform gives brands what they need to reach more people, in a more engaging way and with better results. The AdExchanger award is another vote of confidence in our patented technology and platform, which is bringing a new set of ground-breaking opportunities to advertisers, agencies and content owners alike.

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