Business Wire | April 21, 2023
As part of its ongoing commitment to addressing pollution caused by online media delivery, leading global programmatic media partner MiQ today announces a new partnership with groundbreaking streaming tech provider, SeenThis. Together, the pair are modernizing creative delivery for eco-conscious brands and agencies, using the power of streaming to advance more sustainable MiQ-driven campaigns across the world.
Compared to conventional technology used to deliver programmatic creative, SeenThis is fueled by adaptive streaming, which instantly delivers the highest quality creative possible and with less data waste. These ads stream in bite-sized pieces when in-view, ensuring that data is transferred only when actively consumed by users and is otherwise paused. For MiQ and its clients, this reduces data waste by an average of 25%, as well as associated carbon emissions all related to excessive buffering and offscreen loading. It also eliminates reliance on publisher bandwidth to download files and improves the overall user experience for static images, video, and other display formats. This includes:
No creative limits: Creative delivery modernized by streaming tech
Effective delivery of greener campaigns: Wasted impressions are minimized by pausing advertisements when out-of-view
High attention formats: Clients can extend video reach into display formats with over 80% viewability
Paired with MiQ’s agnostic, multi-DSP optimization tactics and advanced programmatic activation strategies, MiQ and SeenThis have already achieved greener and more performant results for over 100 campaigns to date, including for major fashion houses, tourism brands and next-gen gaming companies. Through faster load times and better viewability, click-through rates have performed 2x better than standard display, resulting in nearly 85K KG of CO2e savings for clients to date, which is equivalent to the pollution from over 3 million plastic bags or driving from New York to L.A. 160+ times.
Against this impressive backdrop, MiQ is using SeenThis technology to develop new streamed formats and expand its streamed offering into other channels beyond display, which will be unveiled in the coming months.
“In 2022, we made great strides with Scope3 and MiQ’s Green Score to measure, reduce, and benchmark carbon emissions across the supply chain,” says Chris Lehman, Global Head of Creative at MiQ. “Our team is fully dedicated to identifying and actioning new ways to address the sustainability needs of the industry. Optimizing and future-proofing the creative that clients use seemed like a natural next step in this continued progression. SeenThis is the perfect partner to aid us in that journey and we look forward to further innovations which enable a greener ad ecosystem.”
Thomas Houge, CCO at SeenThis adds: “The combination of our innovative creative technology with MiQ’s robust sustainability offering creates something completely new in the market. We’re already seeing the huge benefits that this provides to companies we’re working with together. We’re eager and ready to facilitate this success for others across the globe and excited to collaborate with MiQ on additional advances this year and beyond.”
Since 2017, Swedish tech company SeenThis has been evolving screen experiences for everyone, everywhere. With its groundbreaking adaptive streaming technology, SeenThis is transforming the distribution and climate impact of digital content compared to traditional technology. With billions of streams served for 1,000+ brands in 40+ countries, the company is on a journey to reshape the internet — for good. Working across seven offices globally, SeenThis employees are obsessed with creating a truly high-speed and energy-efficient Internet. For more information, visit seenthis.co.
We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.
Headquartered in London, MiQ operates globally from 18 offices located across North America, Europe, and APAC. Our company has been recognized numerous times for our stellar contributions both internally and externally including for Ad Age’s 2023 Best Places to Work Award, 2022 Inc. Programmatic Power Players list, and AdExchanger's Programmatic Power Players list in 2022, 2021, and 2020.
AD TECH AND MARTECH
PR Newswire | May 31, 2023
Fetch, America's No. 1 rewards app and leading consumer-engagement platform, today announced the appointment of two accomplished executives to its leadership team who will head up sales initiatives and partner product-innovation efforts. Robin Wheeler joins Fetch as its new Chief Revenue Officer, while Jeff Lau assumes the role of Senior Vice President of Partnerships and Go-To-Market Operations.
"Robin and Jeff are some of the best and brightest minds that the adtech world has to offer," said Meredith Guerriero, Chief Operating Officer of Fetch, who joined the company in March, bringing advertising expertise from her time at Pinterest, Google, and Facebook (now Meta). "Their intimate knowledge of the space and firsthand experience building the industry's most well-known advertising solutions will be indispensable as we continue on our journey to make Fetch a best-in-class consumer engagement platform."
In her role as CRO, Wheeler will spearhead Fetch's sales organization, reporting to Guerriero. Wheeler brings deep experience from her 20+ year career leading revenue teams and driving results at major social and traditional media companies. Prior to joining Fetch, Wheeler held several leadership positions during her 11-year tenure at Twitter, where she oversaw the CPG, technology and telecom teams. Wheeler most recently served as Twitter's Vice President of U.S. Client Solutions, where she onboarded and worked with some of the country's biggest brands. Previously, at Twitter, she also headed up the social media platform's global mobile-app monetization business.
"Wes and the team have built a truly impressive business over the last decade — Fetch is a powerful platform with a massive value proposition, and there's still a ton of upside and opportunities to grow even further," Wheeler said. "The scale of Fetch's omnichannel retail data provides a unique view of the consumer that's immensely valuable for our partners in the ever-evolving advertising landscape."
Fetch is further bolstering its leadership team with the addition of Lau as SVP of Partnerships and Go-To-Market Operations. In his role, Lau will be responsible for leading key strategic partnerships and shaping Fetch's product-innovation pipeline serving brand partners. Most recently, Lau spent a decade at Google in several leadership roles across its ads business, most recently leading a global team responsible for strategy, operations, revenue acceleration, and automation in the multi-billion dollar network ads business with over 2 million partners.
"I've seen and heard firsthand how frustrated brands are with the current state of play in the advertising landscape. They're hungry for new, agile platforms that are easy to work with and can help them steward relationships with consumers in real-time, with measurement they can trust," said Lau. "With 11 million receipts scanned each day and that number growing fast, Fetch's ability to support business and marketing objectives for brands in a post-privacy world is unmatched. I am tremendously excited to help Fetch scale its industry-leading consumer engagement platform."
Fetch's signal into purchasing habits of U.S. consumers is stronger than ever, thanks to omnichannel data that spans online and in-store purchases. Using Fetch, leading CPG, restaurant and retail brands can tap into over $152 billion in annual gross merchandise value – equivalent to the nation's third largest retailer – across U.S. retail sales to influence consumer spending and shopping habits at scale.
Founded in Madison, Wis., Fetch, formerly Fetch Rewards, is on a mission to help people have fun and save money with every purchase. The No. 1 rewards app on the market, Fetch has 18 million monthly active users who have collectively submitted more than 5 billion receipts and earned more than $659 million in rewards points. Fetch is available to download free on the App Store and Google Play Store and has more than 4 million five-star reviews from happy Fetchers.
Business Wire | May 02, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its “Post-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.” This second report in DV’s ‘Post-Cookie Questions’ research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies.
Conducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), the latest report polled over 800 respondents with a wide breadth of industry backgrounds – from media buyers and ad operations to senior decision-makers on both sides of the industry.
Key findings of the report include:
Cookie Depreciation Concerns Remain High, But Lessen Year-Over-Year
Overall publisher concern about the impact of cookie deprecation on their business remains consistent year-over-year, with 60% of publisher respondents indicating they were either “very concerned” or “moderately concerned.” However, those who stated “very concerned” decreased year-over-year by one-quarter (25%). Advertisers indicated that “multiple browsers phasing out third-party cookies” was their primary concern amidst recent privacy changes. Only 24% of the surveyed publishers stated they currently had a post-cookie solution in place. The remaining respondents were either still testing or hadn’t yet begun the process.
Publisher Revenue Expectations and Audience Reach Are Top of Mind
With third-party cookie deprecation and other privacy-related changes, 48% of publisher respondents in 2023 anticipate cookie deprecation having a positive impact on their company’s revenue. This is a decrease from the 64% of respondents who answered the same in 2022.
On the advertising side, 31% of advertisers indicated that their ability to target audiences effectively was among their greatest concerns in a cookieless future. Meanwhile, nearly 50% of publishers believed that making data accessible in open-market environments will be one of the biggest challenges with relying on first-party and contextual data.
When it comes to first-party data offering and strategies, both publishers and brands vie for supremacy. Nearly half of all advertisers surveyed cited their own first-party data activation as the cookie-independent solution that holds the most promise. Meanwhile, nearly half of all publishers stated the same for their own first-party data activation, highlighting the misalignment.
Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities
As publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as “good” or “very good.”
For the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they’ve seen from publishers as “good” or “very good.”
“While interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. Attention and contextual solutions represent new opportunities to measure performance in privacy-friendly ways,” said Steven Woolway, EVP of Business Development at DoubleVerify. “Our survey findings indicate that in a post-cookie future, both of these will play a role. In that pursuit, trusted third-party metrics can allow publishers and brands to speak a common language on these topics in the marketplace.”
Publishers and Brands Look to Align on Attention in 2023
Both brands and publishers pointed to attention’s potential as an advertising currency. Publishers have already started adapting, as 94% of publisher respondents have described attention-based capabilities as important to their business this year. On the buy side, advertisers also plan to rely on attention-based metrics (96%) in either most or some of their ad buys in 2023.
“The imminent deprecation of third-party tracking has publishers and advertisers looking for viable solutions and it seems that both sides are in agreement with contextual, attention and first-party data strategies,” added Woolway. “Opportunities are abundant for publishers and advertisers to align in new and impactful ways, and now is the time to cultivate direct partnerships and develop or refine capabilities.”
To learn more about DV’s efforts to equip both sides of the industry with tools and services to build trust and alignment between buyers and sellers, visit https://doubleverify.com/publishers/.
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.