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Making Science Grows With The Acquisition of Ad-Machina

Making Science | September 13, 2021

Making Science, a technological and digital marketing consultancy specialising in e-commerce and digital transformation, has acquired Agua3 Growth Engines, home of Ad-Machina’s Ad tech technological platform. With this acquisition, the consultancy is expanding its product portfolio with a scalable platform that optimises search engine campaigns by providing natural language processing solutions. Ad-Machina has previously improved the performance of larger clients campaigns by over 30%.

This revolutionary technology becomes a perfect accelerator for Making Science. Together with Making Science’s AI-based GAUSS platform, which optimises digital marketing investments, the consultancy firm can now offer its clients a unique technology solution in the market.

The deal is another step made by Making Science in its ongoing growth strategy, which includes both international and domestic acquisitions – such as London-based performance marketing agency, Nara Media. Ad-Machina has experienced remarkable growth throughout its three-year history. It has a strong client portfolio and an expert team specialising in performance marketing technologies. For Making Science, this is the seventh global acquisition since its IPO.

José Antonio Martínez Aguilar, CEO of Making Science, said: “We are very excited about the acquisition of the Ad-Machina platform and the entire Agua3 team. It is a company that has demonstrated the potential of technology and marketing with its business model, and that has a very specialised team, fully aligned with Making Science’s value proposition. The Ad-Machina platform strengthens our technological value proposition and accelerates our national and international growth.”

For Eduardo Sarciat, CEO of Ad-Machina, “This transaction allows us to access Making Science’s extensive data expertise and a team of experts to provide our clients with a unique offering in the market. We are delighted to be part of Making Science’s unprecedented growth project.”

This acquisition consolidates Making Science’s presence in Spain but also contributes to its international recognition. The company, which specialises in developing services related to e-commerce and digital marketing, has created innovative tools to support the digital transformation of businesses in Italy, France, the United Kingdom, Portugal, Mexico, and the United States.

Spotlight

There are many ways to talk about the simplest thing in online advertising – the ads themselves. Depending who you are talking to and what their role is in creating/running the ads they’ll probably say something different. As we’re always talking about here at The Online Advertising Guide – advertising is filled with jargon. Knowing which bits are useful, and which bits aren’t takes a special kind of madness. Luckily for you, my chickens flew the coop long ago, so I am here to help.

Spotlight

There are many ways to talk about the simplest thing in online advertising – the ads themselves. Depending who you are talking to and what their role is in creating/running the ads they’ll probably say something different. As we’re always talking about here at The Online Advertising Guide – advertising is filled with jargon. Knowing which bits are useful, and which bits aren’t takes a special kind of madness. Luckily for you, my chickens flew the coop long ago, so I am here to help.

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Marketing and Media Events to Watch in the Next Seven Days

Advertising Research Foundation | March 07, 2022

Here are the marketing and media events you need to watch out for this week: March 7 The 2022 Academy of Country Music Awards telecast. Stream it on Amazon Prime Video at 8 p.m. ET. March 8 The Advertising Research Foundation will start its two-day Shopper 2022 virtual conference (noon to 1:30 p.m. ET each day). It will feature presentations and panels by Melanie Babcock, VP of Integrated Media for The Home Depot; Aaron Sobol, Head of U.S. Investments and Partnerships for Unilever; and Vita Molis, Head of Research and Insights for Global Business Marketing at TikTok, among others. Petco, a retailer which recently transitioned into a health and wellness destination, will report its fourth-quarter earnings. During the pandemic, it saw a sales jump as more Americans adopted furry companions. Petco has been working to replicate such success into new efforts such as a shop-in-shop pilot program with Lowe’s. It’s International Women’s Day. Brands that are showcasing their support this year include LinkedIn, HCL, and John Deere. March 9 The Collage Group, a consumer research organization, will host a webinar on health and wellness across races and ethnicity. This event shall provide research around how brands can capture consumer attention in the healthcare domain. Campbell Soup Co. will share its financial results for its fiscal second quarter. Brands like Goldfish and Pepperidge Farm are powering the company, while it is undertaking another round of pricing increase. March 10 Ad Age will host In Depth: Unlocking the Metaverse, a virtual conference for marketers looking to explore branding in virtual worlds. Avery Akkineni, President of VaynerNFT; Tressie Lieberman, VP of Digital Marketing and off-premise at Chipotle Mexican Grill; and Caty Tedman, Head of Partnerships at Dapper Labs will be the speakers. March 11 SXSW will begin in Austin, Texas and run through March 20. Hot topics like metaverse and NFTs will be discussed. March 12-13 The 27th Critics' Choice Awards telecast will air on Sunday at 7 p.m. ET on TBS and The CW.

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Adsonica Registers With IAB Europe Transparency and Consent Framework

Adsonica, IAB Europe | October 06, 2021

Adsonica, the leading audio display advertising solution, announced its approved status as the latest vendor to join IAB Europe's Transparency & Consent Framework (TCF) and its Global Vendor List (GVL). By joining the TCF, Adsonica provides clients with independent assurance that it operates to the highest standards of data protection across audio display ad measurement. The framework, which was launched in April 2018, is designed to help all parties in the digital advertising chain ensure that they comply with the EU's General Data Protection Regulation (GDPR) and ePrivacy Directive when processing personal data or accessing and/or storing information on a user's device, such as cookies, advertising identifiers, device identifiers and other tracking technologies. The Framework was developed by IAB Europe in collaboration with organizations and professionals in the digital advertising industry. It provides transparency to consumers about how, and by whom, their personal data is processed. It also enables users to express choices. The Adsonica application does not collect any personal data or apply cookies – only aggregating anonymous ad measurement data for reporting purposes. "We designed our analytics capability in concert with enterprise data platform provider Aqfer ensuring that we delivered the highest standards of information security and data privacy, Becoming a registered member of the IAB Europe's TCF was an essential commitment to providing transparency and consent for all parties in the audio display advertising ecosystem." said William Agush, CEO and Founder of Adsonica. Parties interested in joining the Framework to give audiences full visibility and control over who can process their data in connection with advertising. About Adsonica Adsonica is the leading audio display ad creation solution that allow marketers to combine traditional display advertising with the storytelling power of sound. With no coding, audio tags or third-party players, the company's patented technology offers a better experience for both advertisers and consumers and delivers incremental lift of 50% or more. About IAB Europe Transparency and Consent Framework IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of National IABs and media, technology and marketing companies, its mission is to lead political representation and promote industry collaboration to deliver frameworks, standards and industry programs that enable the business to thrive in the European market. Transparency and Consent Framework or (TCF) was launched after an extensive industry consultation with IAB Europe and IAB Tech Lab members and the broader digital advertising industry in order to provide a unified GDPR consent solution to comply with privacy laws across Europe.

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Good-Loop Launches Free Tool That Enables Advertisers To Measure Carbon Impact Of Digital Campaigns

ExchangeWire PressBox | August 12, 2021

Good-Loop Launches Free Tool That Enables Advertisers To Measure Carbon Impact Of Digital Campaigns Purpose-powered ad platform Good-Loop has launched a free tool that allows advertisers to measure the environmental impact of their digital ad campaigns. Good-Loop’s carbon calculator enables brands and media agencies to calculate the carbon footprint of their online ads, helping to limit CO2 emissions across the industry. Digital advertising is a major contributor to carbon emissions around the globe. The internet (including our gadgets and the systems used to support them) has a larger carbon footprint than the airline industry, with online video and display ads generating the most emissions per £1 of media spend (source: Essence). The UK ad industry last year launched Ad Net Zero, an initiative backed by the Advertising Association (AA), along with the Institute of Practitioners in Advertising IPA, and the Incorporated Society of British Advertisers (ISBA) to make Adland carbon neutral by 2030. Seven-in-ten people working in the UK ad industry (71%) are worried about the negative impact the industry has on the environment (source: Ad Net Zero), while 80% of UK consumers agree that ‘companies should be doing more to be sustainable’ (source: Kantar). Good-Loop, whose programmatic technology enables consumers to donate to their favourite good causes by watching ads, launched its calculator to give advertisers a better understanding of the environmental impact of their digital media campaigns and suggest ways they can minimise emissions. The calculator is just one part of Good-Loop’s proposed four-point action plan to make the media side of digital advertising carbon positive by 2030. These are: 1. Measure: Advertisers need to benchmark the environmental impact of their digital ad campaigns For example, protecting 1 acre of mature rainforest will absorb 2.5 tonnes each year. An average Good-Loop campaign costs £1.54 to offset – a tiny fraction of the total campaign cost. 2. Reduce: Making simple changes to the media buy have a huge impact. Here are some changes advertisers can make to their media plans that can reduce the carbon cost of an ad campaign: Supporting carbon-conscious publishers. Buying on Accelerated Mobile Pages (AMP), which strip out unnecessary code and file weight. Using compressed files based on device type. Caching and using a Content Delivery Network (CDN). 3. Positive: Make media plans carbon positive by using ad formats that reward consumer attention with donations to sustainable causes Williams added: “We’re at the tipping point. At the current rate of emissions, within the next 20 years we’ll reach the point where we’ll start to experience catastrophic climate change all around the globe and the planet will become increasingly uninhabitable. As an industry, we need to do all we can to halt this disastrous rise in temperatures by adopting advertising practices that are good for the planet.” “We’re starting to see action across the industry – but we do need to do more. We need to make sure commitments to make advertising more sustainable are not just more hot air.”

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