AD TECH AND MARTECH

Integral Ad Science Goes Public Amid a Surge in Adtech Stocks Fueled by Google

Integral Ad Science | July 01, 2021

Integral Ad Science (IAS), an ad-tech firm specializing in ad verification, revealed its initial public offering (IPO) pricing today. Its trading floor debut comes after a wave of optimistic bets on adtech companies such as The Trade Desk, Magnite, LiveRamp, and Criteo after Google's statement on Thursday that it would postpone the deprecation of third-party cookies until 2023. Here is what they must do. understand the marketers

Every day, IAS utilizes its dataset of over 100 billion online transactions to verify and protect digital advertisements and guarantee that humans rather than bots see them. Works with over 2,000 companies and publications worldwide.

This year, the business has done well as distant enterprises seeking to recover losses incurred by Covid have increased their investment in digital advertising. As a result, it generated $ 240.6 million in revenue for 2020, rising 13% and achieving a 28% increase in adjusted EBITDA.

Furthermore, industry trends suggest that the company's growth model is likely to continue - digital ad expenditure is expected to surpass $ 455 billion this year, up from just over $ 378 billion in 2020, according to a recent eMarketer study. The increase in ad spending is expected to generate additional business for IAS.

According to the business, its current estimated value is approximately $ 2.4 billion.

The company started trading on the Nasdaq today under the symbol IAS, issuing 15 million common shares at a price of $ 18 a share.

The IPO is scheduled to conclude on July 2, but underwriters have a 30-day opportunity to buy up to 2.25 million more shares.

The total IPO proceeds are anticipated to be about $ 270 million. The firm said in a statement that the net proceeds of the sale would be used to repay a portion of the IAS loans.

According to IAS research, connected television (CTV) audiences are increasing, which will generate more advertising inventory and may boost demand for ad security and verification solutions like those provided by IAS.

Furthermore, with the impending deprecation of third-party cookies, many experts anticipate that contextual targeting approaches, in which a message is automatically put based on relevant digital material, will gain traction in the next year or two. Because contextual ads will need validation and security procedures, IAS sees the shift toward context as an excellent opportunity to grow your business.

Importantly, Google stated this week that the planned deactivation of the third-party cookie would be postponed. Advertisers and publishers will now have until the middle to late 2023 before the cookies are no longer available. Adtech stocks surged in reaction to the news. IAS may gain from reactive activity as well.

The increasing demand for our solutions on social and connected TV platforms and the need for more advanced contextual targeting tools are all positive drivers for our business, according to company CEO Lisa Utzschneider. Our IPO allows us to continue innovating by expanding our technology and investing in exceptional talent, especially engineers. We will continue to provide advanced tools to marketers and publishers to navigate the future of digital media quality.

Spotlight

In this video, I share with you Testing & Analysing My Pay Per Click Amazon FBA Advertising Results.What about ensuring your ads are seen by those most likely to take an action? Or, have you ever used Facebook pixel to grow your audience? Increasing conversions, segmenting to audience lists, or optimizing your ads, are just a few of Facebook Pixel's features that will help you get rich insights and ramp up your business.

Spotlight

In this video, I share with you Testing & Analysing My Pay Per Click Amazon FBA Advertising Results.What about ensuring your ads are seen by those most likely to take an action? Or, have you ever used Facebook pixel to grow your audience? Increasing conversions, segmenting to audience lists, or optimizing your ads, are just a few of Facebook Pixel's features that will help you get rich insights and ramp up your business.

Related News

MOBILE ADVERTISING

Kwalee to Start Monetizing Free-To-Play Games With Dynamic In-Game Advertising

Kwalee | November 20, 2020

In excess of a fourth of mobile game developers intend to begin adapting their allowed to-mess around with dynamic in-game publicizing in the following a half year, as per an ongoing industry study completed by Pocketgamer (26.7%) On the ball is UK-based engineer and publisher of hyper-casual games Kwalee, which has filled fundamentally lately and now has in excess of 100 employees around the globe. The business driving firm has chosen AdInMo, the InGame Mobile AdTech platform to coordinate vivid brand promotions into its most recent Android and iOS arrival of train game Off The Rails 3D. AdInMo's in-game advertisement units mix consistently with the game insight, empowering designers and distributers to serve sans click promotions which don't hinder ongoing interaction. AdInMo promotions ordinarily accomplish 4X higher brand review rates for brand sponsors and new adaptation for portable game designers.

Read More

AD TECH AND MARTECH

How Popular Is Ad Tech? It's raining billion-dollar transactions, according to LUMA

LUMA Partners | April 08, 2021

Seven ad tech companies made transactions valued at over $1 billion in the first quarter of 2021 – double the amount that’s happened in the past few years combined. “We’ve got a perfect storm here of different forces lining up, which created such a strong quarter,” said Conor McKenna, LUMA Partners director. The ad tech investment banking firm LUMA tallied up recent deals in its Q1 2021 Market Report last week. Multiple paths to get to $1 billion exist IPOs, SPACs, and acquisitions – often by public companies flush with cash from spiking valuations. In Q1, those billion-dollar transactions included Magnite buying SpotX, Viant going public, Taboola and ironSource going the SPAC route, Vista taking a majority stake in TripleLift and AppLovin and DoubleVerify filing for an IPO. Macroeconomic, media, and marketing industry and market trends are currently all in sync, McKenna said. First, government stimulus funds accelerated recovery while cheap interest rates created economic buoyancy. Regarding the marketing industry, McKenna said “the overall media and marketing ecosystem has been on a growth tear for years, and the pandemic has led to an inflection point across streaming, gaming, and e-commerce.” Finally, investors are seeking new opportunities that are leading to a bumper crop of IPOs and SPACs. And the ad tech companies that go public might acquire more ad tech companies, McKenna said. “The market is rewarding action,” McKenna said. When Magnite bought SpotX and when Digital Turbine spent $1 billion acquiring Fyber, AdColony, and Appreciate, their respective stocks jumped by more than the value of the actual deal, he said. Right now, with markets so focused on growth, it’s better “to make errors of commission rather than omission,” he said. The rush to CTV “CTV has become a crucial narrative for any company that’s touching media, marketing or technology,” McKenna said.' The TV space is hot: Vizio went public, Magnite bought SpotX, LG acquired Alphonso for $125 million, Comcast’s Freewheel closed its purchase of Beeswax and Roku acquired Nielsen’s video ad tech assets. The Nielsen-Roku deal held particular interest to McKenna because it indicates how an OTT player could expand into data-driven linear ads. “In the traditional TV ecosystem, the supply side is the scarce side of the market,” he said. “Roku, one of the largest AVOD CTV players, is looking for more supply beyond what they’re touching, and moving into data-driven TV advertising.” This migration will be slow – over the next decade – but the trend toward convergent TV is in motion. Identity crisis? Not in ad tech When Google Chrome said it would remove third-party cookies last year, it injected plenty of uncertainty into the market. The ensuing pandemic didn’t help matters, halting deal-making for more than 90 days, McKenna said. But while few know exactly what marketing will look like come 2022, that uncertainty isn’t having a huge effect. Though Q1 2021 may go unmatched in terms of deal-making, there are still plenty of conversations happening at LUMA that indicate more companies will pair up or go public in 2021. The new, billion-dollar big fish can snap up smaller ad tech companies. For instance, Magnite was able to purchase SpotX after its stock hit record highs. “There are now very large, viable buyers that are deep in the ecosystem,” he said, along with an influx of consumers consuming media and shopping online – a perfect storm that’s continuing unabated.

Read More

AD NETWORKS

Amazon Sponsored Brands increasingly effective at driving sales with 33% increase in attributed sales Q4 2021

Perpetua | January 15, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 Benchmark Report showcasing the most important trends and metrics on Amazon, to help inform marketplace advertising strategy. Included in the report this year are Q4 benchmark ad performance for Instacart, Walmart and Target. Perpetua's 2021 Q4 Benchmark Report is based on performance data from campaigns under Perpetua's management. With Q4 being the most competitive quarter of the year with Black Friday Cyber Monday, and holiday shopping, Sponsored Display CPC was up 20% quarter-over-quarter. This is the highest jump across all paid search ad units on Amazon and may partly be attributed to more advertisers taking advantage of Sponsored Display's newly released features (including custom creatives and purchases remarketing). Along with placements being more expensive, there was also a drop off in CTR and ROAS. It is worth noting however, despite all the above, customers who are clicking through are converting at a 13% higher rate compared to Q3. “Advertising proved to be an important piece of this holiday season as consumers increased the rate at which they clicked on ads while reducing the amount of products they considered. This led to a relatively steady ROAS for advertisers despite CPCs rising over 30%,” says Adam Epstein, President at Perpetua. “Also worth noting, in Q4 we saw more advertisers push their marketing budgets higher up the funnel with a goal to attract more new-to-brand customers. We expect this to continue through 2022 as Amazon continues to increasingly capture more brand-awareness budgets from advertisers with DSP and OTT to drive incremental sales growth.” While Amazon Sponsored Brand ads are typically an upper-funnel strategy, it has become increasingly effective at driving sales with greater efficiency than Sponsored Product ads. As such, advertisers have shifted budget towards Sponsored Brands where spend has increased 39% in Q4. Increasing competition and CPCs has been the story of Amazon Advertising for the last year. It is an optimistic sign to see CPCs flatten this quarter amid the most competitive season of the year, along with the expected increase in CVR, sellers are seeing an overall boost in Sponsored Product efficiency. About Perpetua. Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.

Read More