AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements.

We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting."

Lisa Utzschneider, CEO, IAS.

Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign.

Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation.

"Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs."

About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

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Spotlight

Time is of the essence for shoppers – and for brands. With shoppers making more frequent, but shorter, visits to stores, the window of brand influence on their purchasing decisions is shrinking. Shelf-Ready Packaging is an effective way of maximising the opportunity to influence these decisions where they happen and matter most –  on the shelf.

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Good-Loop Launches Purpose-Powered CTV Ad Format That Rewards Viewers' Attention With Donations To Charity

Good-Loop | October 28, 2022

Purpose-led ad platform Good-Loop today launched a new CTV ad format that rewards viewers' attention and time with a free donation to charity. Advertisers can buy the new watch-to-donate format across various CTV channels using Good-Loop's purpose-powered ad wrapper. Once the ad has been played, it generates a free donation to a charity, funded by the brand. Formats include pre, mid and post-roll. The new CTV ad unit also includes a QR code, which viewers can scan to drive through to the Good-Loop's Impact Hub, where they can find out more details about the campaign and the charity partner. They can also see how much has been raised in real-time and understand the real world impact of the funding. Participating charities include the Eden Reforestation Project, Love The Oceans and Black Minds Matter. CTV viewership is booming. eMarketer forecasts there will be 109.3 million households with a CTV by the end of 2022, which equates to 83.6% of U.S. households, while 40% of adults watch videos using CTV devices every day (source: Leichtman Research Group). Good-Loop's new CTV format gives advertisers access to this rapidly growing, highly-engaged audience in a way that drives brand purpose and delivers significantly better ad performance and ROI. Good-Loop's purpose-powered ad formats - which drive brand engagement by converting people's attention to ads into funding for good causes around the world - on average drive a 33% higher engagement rate, 50% higher completion rate and 4.5X higher ad recall than the rest of the industry - as well as building significant brand love, trust and affinity. Ryan Cochrane, COO, Good-Loop, said: "CTV viewership is exploding right now. However, increased competition means brands are finding it increasingly hard to get noticed by this rapidly expanding global audience. TV ads don't normally reward viewers for their time and attention. Good-Loop's new CTV ad format does. It enables TV viewers to make a donation to a good cause simply by watching an ad. "For consumers, rather than passive viewers, it means their precious time and attention is truly rewarded and helps to fund a good cause. For brands it's a way to do good at scale, while also standing out among the ever-growing crowd of brands tussling for CTV viewers' well-earned attention." "For consumers, rather than passive viewers, it means their precious time and attention is truly rewarded and helps to fund a good cause. For brands it's a way to do good at scale, while also standing out among the ever-growing crowd of brands tussling for CTV viewers' well-earned attention." The new watch-to-donate unit - bought on a Cost Per Completed View (CPCV) or CPM basis - is the latest ad format from Good-Loop that harnesses the value of consumer attention to do good at scale. Good-Loop, a Certified B Corporation, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that deliver real social impact, while also driving significant business and brand uplifts for advertisers. The advertiser receives more meaningful brand engagement, while the consumer gets to do good for free. The charity receives 50% of the ad revenue. The company has already raised £5M for charities around the world. To find out more about Good-Loop's new CTV format, click here. About Good-Loop Good-Loop is a purpose-led advertising platform that's on a mission to make advertising better for consumers, brands and the planet. The B Corps-certified company builds turnkey products for advertisers to do good at scale. Good-Loop's carbon-neutral advertising formats drive engagement by converting people's attention into donations for good causes around the world. The company's proprietary Green Media Technology also enables advertisers to measure and reduce the carbon footprint of their digital advertising. The company, which has offices in London and Edinburgh, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that bring real social and environmental impact, while also driving significant business and brand uplifts for advertisers. The company has raised more than $6M for charities such as Save the Children, WaterAid, Make-A-Wish, the NSPCC and WWF. Clients include L'Oreal, Nike, Unilever, Levi's, Adidas, Volvo and Mondelez. In February 2022, the company closed a Series A funding round of $6.1M, led by New York-based investment fund, Quaestus Capital Management (QCM), with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing total investment into the ad tech for good platform to $8.2M (£6m) since it was formed in 2016.

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Mediacom Hong Kong selects Hivestack to deliver the first programmatic DOOH campaign for Uber Taxi in Hong Kong

Hivestack | November 03, 2022

Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company today announced the successful delivery of the first programmatic DOOH campaign for Uber Taxi in Hong Kong through their agency Mediacom Hong Kong, via a Private Marketplace (PMP) deal through the Hivestack DSP. Uber Taxi “Go your way, Live your way” campaign ran from July to September 2022 on multiple channels including bus shelters and large format digital billboards. To drive precision and scale in DOOH, Mediacom Hong Kong selected Hivestack to deliver against Uber Taxi core proposition to empower target audiences to be in-control of the way they travel around the city. Uber leveraged the Hivestack DSP to programmatically target a custom audience group, to raise brand awareness and consideration of Uber Taxi whenever they needed to commute within the city. Demonstrating the power of this channel, July and August were wetter than usual with the accumulated heavy rainfall recorded. Utilising the advanced weather trigger and Moment Targeting capabilities available in the Hivestack platform, Uber were able to activate contextual ads during changing situations such as rainy days, at peak hours etc. and serve different types of creative in real-time under different scenarios. Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP." Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP. By utilizing the agility of the platform, the brand was able to more effectively alter campaign parameters in-flight, plan dayparts, adjust ad spend and evaluate the campaign effectiveness by understanding the audience concentration rate, performance breakdown by screens / locations and more actionable campaign insights. The campaign ensured Uber Taxi was able to resonate stronger with their target audiences at the right location, with the right ad, at the right time." Kenny Ip, Head of Investment, GroupM said - “We were excited to partner with Hivestack to deliver our omnichannel marketing campaign via programmatic DOOH for the first time. As the pioneer of programmatic DOOH, we trusted Hivestack to raise our brand positioning in the market and drive consideration for Uber Taxi. We were delighted with the ease of trading DOOH in this way, in comparison with traditional planning and Hivestack were able to provide the full scope of services for campaign setup, optimization strategy, weather / moment targeting and post-campaign reporting just like what we are seeing possible on other programmatic media channels. Through programmatic DOOH, we were able to deliver more scale and precision than ever before in this channel.” In 2021, 84% marketers in Hong Kong claimed to have bought programmatic DOOH media and expressed their inclination towards incorporating this channel more extensively in their future marketing strategies. Hivestack’s audience centric approach to programmatic DOOH offers brands all over the world the opportunity to drive precision and scale in over 25+ markets globally, while integrating seamlessly with wider omnichannel marketing strategies. In turn, media owners can benefit from both domestic and international revenue from brands, agencies and omnichannel DSPs.

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ADVERTISER PLATFORMS

MGID Launches Interactive Rich Media Ads, Helping Advertisers Increase Ad Attention and Engagement

MGID | November 15, 2022

MGID, the global advertising platform, has announced the launch of interactive rich media ads across its portfolio of premium publishers, driving effectiveness for advertisers through increased audience engagement and attention. MGID’s interactive rich media format will allow consumers to engage with ads by dragging and tapping the screen, revealing additional perspectives of an image and extra content. Enriched with all the benefits of MGID’s existing ad formats, including high-quality native placement, intelligent contextual targeting and brand safety, this new format will further facilitate publishers, advertisers and consumers to engage with creative in a more meaningful and positive way. According to eMarketer projections, US spend on rich media ads is set to increase by 21.8% in 2023, rising from over $88 billion this year to over $107 billion next year. By 2026, it’s estimated this figure will nearly double to $160 billion, highlighting its huge benefits for both the buy and sell sides. Madi Bachar, VP of Sales at MGID, says: “As digital marketers continue their transition from viewability to attention as the metric of choice, we’re thrilled to offer a progressive ad format that helps advertisers stand out among competitors." Madi Bachar, VP of Sales at MGID, says: “As digital marketers continue their transition from viewability to attention as the metric of choice, we’re thrilled to offer a progressive ad format that helps advertisers stand out among competitors. With budgets under more scrutiny than ever, our interactive rich media ads will ensure creative leaves a lasting impression on target audiences, reducing wasted spend and boosting ROI. Offering engagement rates up to six times higher than static display ads, they’re more effective at grabbing the attention of audiences and ultimately increasing the impact of advertising." 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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