In-app advertising: How marketers can take advantage of rising CPMs

Effective cost per thousand (eCPM) in the saw a 27% increase globally in the first quarter of 2019 compared to the previous year as advertisers’ desire to gain the attention of engaged mobile users soared. Delynn Ho, the general manager for APAC at Smaato explains the increase is just like with any dynamic marketplace, where supply and demand determine pricing. She notes this is especially true in many developed countries, where the quantity of smartphone users is relatively fixed and has nearly reached maximum penetration. “In the US, for example, the number of mobile app users is only expected to grow by 3% in 2019 according to eMarketer. However, the competition among advertisers to reach these users is on a sharp incline, leading to rising eCPMs across the Smaato platform,” she explains to The Drum.

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Ad Tech and Martech

Business Insider Names Tatari a 2023 Hottest Adtech Company

GlobeNewswire | December 18, 2023

Tatari, a leading platform for buying and measuring advertising across convergent TV (linear, streaming, and online video), was recognized by Business Insider as one of the top 16 Hottest Adtech Companies of 2023. This marks the second time BI has named Tatari a “hot adtech company,” recognizing the company’s achievements in building infrastructure to modernize TV advertising. Tatari is owned and operated by Infra, a holding company that also houses TheViewPoint, a supply-side streaming monetization platform, and Vault, which offers a data clean room solution for TV advertising Throughout 2023, hundreds of brands and agencies used the Tatari platform to buy, measure, and optimize TV ad campaigns that drove real business outcomes. This year, 140 new brands launched campaigns through Tatari’s platform, with one-third being first-time TV advertisers. Advertisers choose to work with Tatari for its advanced incremental measurement, ability to buy directly from publishers (as opposed to solely programmatic), and the flexibility to use the platform on a self-serve basis or with add-on support services from data scientists, media buyers, and strategists. Tatari also further strengthened its collaboration with Shopify, allowing merchants to access a closed-loop attribution system that shows how their ad spend on linear and streaming TV directly translates to purchases. Tatari’s Shopify app has helped more than 200 Shopify customers easily access TV advertising with a simple integration. “Our mission has not changed from seven years ago when we set out to democratize TV advertising for brands. However, it has evolved to building tech for agencies and publishers too, as we continuously uncover areas of opportunity to modernize the infrastructure that connects demand and supply” commented Tatari CEO, Philip Inghelbrecht. “We are honored to be recognized among such an esteemed list of adtech companies.” Business Insider highlighted Tatari for its June 2023 launch of Vault, a sister company focused on privacy-first technology solutions for TV advertising. Vault’s first product is a data clean room (DCR) solution for streaming TV advertising, which enables advertisers to buy across streaming platforms with guaranteed cross-platform measurement and a clear, clean look into performance while enhancing privacy for sensitive first-party data. The Vault DCR is the first and only compatible solution that allows CTV publishers and ad buyers to share data in a tokenized, privacy-compliant fashion, solving the fragmentation problem for both sides with current solutions available in the market. TheViewPoint (TVP), was also highlighted for launching TVP Direct, a tech solution that replaces traditional IOs by instead facilitating direct buys through ad server integration. TVP Direct automates the majority of a publisher’s direct sales business and creates more margin by eliminating the ad tech tax that often comes with middlemen in programmatic sales. About Tatari Tatari is building the infrastructure to modernize TV advertising for Brands, Agencies, and Publishers. Clients include Made In, Daily Harvest, Wpromote, and Fubo. Recognized by Business Insider as one of the Hottest Ad Tech Companies, Tatari is headquartered in San Francisco with offices in Los Angeles, and New York. For additional information, please visit tatari.tv.

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Display Advertising, Social Media Advertising

MyTradeZone.com Joins Certified Trade Mission to Hong Kong to Explore Business Expansion Opportunities in Asia

MyTradeZone | November 28, 2023

MyTradeZone.com, a trade and Social Networking for businesses, is pleased to announce its upcoming visit to Hong Kong from December 4th to 8th, 2023. Bachir Kassir, founder of MyTradeZone, will join a delegation of American companies to Hong Kong as part of a U.S. Department of Commerce Certified Trade Mission organized by IBS Global Consulting with the support of the Hong Kong Trade Development Council and the U.S. Commercial Service. The delegation, comprising a diverse group of American companies, aims to foster cross-border partnerships, explore export opportunities, and deepen economic ties between the United States and Hong Kong. The visit to Hong Kong presents an exciting opportunity for MyTradeZone.com to expand its global reach, tap into new markets, and establish key connections with Hong Kong's dynamic business community and trade associations. With Hong Kong's strategic location as a gateway to the Asia-Pacific region, robust financial services sector, and reputation as a major international trade hub, this visit holds immense promise for American enterprises looking to navigate the Asian market. Led by Tonya McNeal-Weary, Managing Director at IBS Global Consulting, the delegation will engage in a series of high-level meetings, networking events, and industry-specific forums during the five-day visit. These activities are designed to facilitate mutually beneficial partnerships between U.S. and Hong Kong businesses across various sectors. [MyTradeZone.com] is a disruptive business networking platform, and is like an always open trade show: • Businesses: Add company profile page. Showcase products & services. Network locally and around the world • Event Organizers, Trade Associations, & Networking Groups: Provide value-added offering to members & sponsors in a public or private setting • Creators & Group owners: Monetize your creations via peer-to-peer payment enablement • Advertisers and Marketers: MyTradeZone's B2B search engine offers highly targeted and cost-effective advertisements to both buyers and sellers • Business Professionals: Grow your professional network, chat, connect, follow, takes notes, share and collaborate As an official member of the delegation, MyTradeZone will have the opportunity to gain firsthand insights into Hong Kong's business landscape, explore regulatory frameworks, exchange best practices, and forge lasting relationships with key stakeholders. Additionally, the itinerary includes tailored site visits to cutting-edge facilities and industrial parks, showcasing Hong Kong's commitment to innovation and entrepreneurship. The visit to Hong Kong aims to enhance trade cooperation and seeks to highlight the enduring friendship between the United States and Hong Kong. As both economies continue to recover from the challenges posed by the global pandemic, this visit becomes even more crucial in reinvigorating trade ties and promoting long-term economic growth. About MyTradeZone.com MyTradeZone is a social networking platform for businesses. We are working on the next thing to disrupt business networking. MyTradeZone is a forward-thinking B2B media technology company reshaping how businesses connect and network. MyTradeZone's B2B search engine offers highly targeted and cost-effective advertisements to both buyers and sellers. MyTradeZone is also a perfect companion offering to trade show organizers and networking groups offering value added benefits to both members and sponsors.

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Programmatic Advertising

TripleLift and Reset Digital Forge Partnership to Help Advertisers Meet Diverse Spending Goals All The Way Through The Programmatic Ecosystem

PR Newswire | January 05, 2024

TripleLift, the ad tech platform elevating digital advertising across every screen, and Reset Digital, a first-of-its-kind platform that gives brands and publishers broader and deeper audience reach across all communities, today announced a partnership to significantly expand diverse spend and representation across the programmatic ecosystem. Together, the companies are offering advertisers multiple pathways to ensure a greater portion of their digital budgets can be directed toward diverse-owned media companies. The partnership allows advertisers to buy quality inventory from minority-owned businesses throughout the programmatic ecosystem: TripleLift (a SSP) and Reset Digital (a DSP), and TripleLift's UNREP (Underrepresented Voices) deal package of impressions directing dollars straight to minority-owned media publishers. This way of buying media is available immediately across display, online video, and CTV and will be launched with Native this year. In 2023, an ANA survey of certified diverse suppliers found that while a majority say that interest from the media and advertising community in supporting diverse suppliers has increased in the past year, there is still a gap between intent to spend and actual spend. TripleLift and Reset Digital are helping all stakeholders bridge the gap quickly by making it easy for them to access diverse-owned media at scale. "This partnership allows advertisers to achieve their diverse spend goals with an end-to-end solution that is more aligned with their corporate supplier diversity reporting requirements," said Thomas Brandon, VP of Agency Strategy and Economic Inclusion at TripleLift. "Importantly, it allows them to use their media spend to impact the economic growth of the diverse communities they serve." Over the last 12 years, TripleLift has cultivated a vast inventory of publishers that includes access to 220 billion monthly impression avails across diverse-owned sites as part of its UNREP curated packages. These packages include inventory among publishers owned by Women, LGBTQ+, Blacks, Latinx, and Asian American Pacific Islanders (AAPI) and can be accessed as a whole or individually depending on client goals. "TripleLift has been on our radar for a partnership for some time," said Charles Cantu, founder and CEO of Reset Digital. "Specifically, our marketplace combined with their offerings like UNREP now provides a single pathway to diverse spending across the programmatic ecosystem – a solution we are excited to finally have in the market together." Reset Digital, the industry's only verified, black-owned and operated DSP, has been long recognized for its neuroprogrammatic capabilities, which allow advertisers to engage audiences based on what they desire versus what they look like, its ability to help connect brands and multicultural audiences around the world and its partnerships with brands like P&G, GM and Verizon, as well as the leading global media and creative agencies. In 2023, Reset Digital launched a new programmatic marketplace for the National Newspaper Publishers Association (NNPA), a trade organization that represents more than 200 Black-owned newspapers in the U.S. along with the NABOB (National Association of Black Owned Broadcasters); these entities created a path to connect large advertisers with publications that previously did not have the capabilities to run national programmatic advertising campaigns. This partnership stands to benefit any of the buy-side clients working with these companies. "TripleLift and Reset Digital have both been great partners to Horizon Media for many years," said Karina Dobarro, EVP, Multicultural at Horizon Media. "We've long worked with DSPs and SSPs to better direct investment to diverse-owned media, but partnerships like this one make it a much more seamless endeavor." TripleLift works with 80%+ of comScore 200 ad-supported publishers and delivers over 2 trillion monthly global impressions across North America, EMEA, LATAM, APAC, and MENA. To learn more about this partnership, please visit www.triplelift.com. About TripleLift We're TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world's leading brands find audiences across online video, connected television, display, and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC certified minority-owned business, we qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com. About Reset Digital Reset Digital's Neuroprogrammatic™ advertising platform is a first-of-its-kind programmatic platform that allows brands to engage omnichannel audiences based on what motivates them as people versus targets and gives brands and publishers much broader and deeper audience reach across all communities, including underrepresented audiences they could not reach in the past. The results are radically better outcomes. Reset Digital's partners include the world's top brands, agencies, and publishers, including P&G, GM, Verizon, Dentsu, IPG, Publicis, GroupM, NABOB, Newsweek, NNPA, and others.

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