ADVERTISER PLATFORMS

Measured Facebook Solution Reveals Media Incrementality While Platform Attribution Is Hindered by Apple

MEASURED | October 13, 2021

As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world.

Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.”

Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting.

“Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.”

said Madan Bharadwaj, CTO and cofounder of Measured.

Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments.

In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform.

Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements.

Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes.

Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation.

“Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.”

About Measured
Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.

Spotlight

Advertisers are challenged with the ability to meet shopper expectations online, so allowing marketers to target based on search intent rather than demographics has contributed to Google’s continued success. Equally, with the proliferation of mobile devices and hyper-connectivity, social is becoming more of a direct response activator propelling Facebook’s dominance of the social advertising market. Forty-seven percent of online shoppers cite search ads as the second biggest prompter for visiting brand websites while 57% of consumers say they’ve purchased a product they heard about on social media, according to Astound Commerce. It’s no wonder that Google and Facebook accounted for 75% of digital advertising revenue in 2017, according to Forrester Research.

Spotlight

Advertisers are challenged with the ability to meet shopper expectations online, so allowing marketers to target based on search intent rather than demographics has contributed to Google’s continued success. Equally, with the proliferation of mobile devices and hyper-connectivity, social is becoming more of a direct response activator propelling Facebook’s dominance of the social advertising market. Forty-seven percent of online shoppers cite search ads as the second biggest prompter for visiting brand websites while 57% of consumers say they’ve purchased a product they heard about on social media, according to Astound Commerce. It’s no wonder that Google and Facebook accounted for 75% of digital advertising revenue in 2017, according to Forrester Research.

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AD NETWORKS

Verve Group and GeoEdge Collaborate to Secure a Clean Ad Ecosystem

Verve Group, GeoEdge | May 21, 2021

Verve Group, a privacy-first omnichannel ad platform, and GeoEdge, a worldwide ad security provider, today announced their partnership to expand ad quality protection and supply publishers with a complicated machine learning solution to combat malicious advertising. The use of digital advertising by malicious actors as a vector to attack end-users at scale has been a silent but insidious aspect of online advertising. Industry stakeholders across the availability chain still face mounting challenges associated with malvertising, including deceptive ads, auto-redirects, malware, phishing scams, and more. With the expanding got to provide users with a superior online experience, especially within the mobile arena, Verve Group is decided to make sure its supply chain pipelines are clean. Its partnership with GeoEdge signifies its commitment to high-quality ad inventory, eliminating the threat of malicious and low-quality advertising. While Verve Group has evolved to become an omnichannel ad platform, providing a set of versatile products for buyers and publishers across mobile, desktop, CTV, and DOOH, one among its core strengths is providing mobile-first campaigns and ensuring its publisher partners have access to effective ad quality control and a clean marketplace. the corporate opted for a real-time solution to secure relationships with its supply partners and publishers by preventing any negative impact on users’ experience. because the nature of mobile involves a personalized approach to ad quality, Verve Group chose to partner with GeoEdge thanks to the company’s expertise working with mobile platforms. “We are committed to making sure a secure and clean advertising experience for our customers, and partnering with key players like GeoEdge to profit from their ad quality products helps us do exactly that,” said Ionut Ciobotaru, chief product officer at Verve Group. “Providing publishers with the required tools to combat malvertising and other ad quality issues ensures that end-users ultimately enjoy a far better advertising experience, thus helping to enhance and grow the general advertising market.” GeoEdge monitors Verve Group’s ad inventory 24/7 to spot malicious activity and address quality issues in real-time, protecting Verve Group’s campaigns, brand, and reputation. Providing Verve Group with extensive multi-layer security detection, GeoEdge covers every aspect of cyber threats — including deceptive clickbait scams — the newest frontier of cyberattacks. GeoEdge uses proprietary technology to proactively detect and block offenders from their digital supply chain, blocking malvertising threats before the malicious ads are served. Only clean ads are served, and Verve Group’s publishers and provide partners are never exposed to security or ad quality threats. the power to safeguard publishers through such ad quality measures is a component of Verve Group’s aim to make sure a more transparent and data-driven advertising ecosystem, keeping privacy and consumer experience at the forefront. “Our partnership with Verve Group expands user protection to the mobile advertising ecosystem through our advanced security detection, enforcing a replacement ad quality standard,” said Amnon Siev, GeoEdge’s CEO. “The collaboration safeguards end-users by ensuring the delivery of unpolluted demand to Verve Group’s global partners.” Verve Group continues to take a position in machine learning-based solutions through its proprietary technologies which of other leading partners like GeoEdge. The partnership between the 2 companies is concentrated on working together on new ad quality initiatives to guard publishers and customers across the ecosystem.

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ADVERTISER PLATFORMS

Cloud Media Center Pumps up Its Advertising Inventory Partnering with Hollywood-Based Content Producer, Trigger Productions

CLOUD MEDIA CENTER | August 28, 2021

Cloud Media Center a uniquely positioned startup in the video-distribution space — has dramatically broadened and diversified its content offering to advertisers and publishers through a freshly minted partnership with Hollywood-based content producer, Trigger Media Group. “We are thrilled to join forces with a talented, well-connected, multi-genre production house like Trigger,” said CMC Chairman Bob Portrie. “This dynamic new partnership takes us to the next level as we offer the freshest, hottest, all-original video content in the marketplace. We see enormous value in the expertise, creativity and work ethic Trigger brings to the table.” According to Portrie, CMC’s campaign to recruit other elite content producers is active and ongoing. CMC, headquartered in Ponte Vedra, FL, sells advertising inventory tied to both long-form and short-form sports video content through a cloud-based, analytically driven distribution platform that seamlessly connects content producers with advertisers and publishers. CMC offers a full suite of inventory to advertisers including display, pre-roll insertions, sponsorships and customized, brand-integrated content. Trigger Media Group is a full-house production and media studio with a library of award-winning film and television IP, as well as reality television, sports and e-sports divisions. Trigger’s partners and staff include Emmy-winning industry veterans with more than 30 years of experience in entertainment, sports, marketing and production. Cloud Media Center has built a unique business model that offers a unique service to both advertisers and publishers: custom star-studded content. Through CMC's partnerships with an elite group of content producers and group access to the "name, image and likeness" of superstar athletes, the company has the capacity to build custom content, featuring the most popular players in collegiate and professional sports. In addition to hard-hitting, sports-centric content, Trigger will also produce entertainment-focused content for distribution across CMC’s multi-siloed publisher network. Trigger’s content will cover Hollywood and celebrity news and gossip. CMC has further strengthened its position in the hotly competitive digital advertising space by securing an ownership stake in original content Trigger produces. “As a content creator, storyteller and entertainment producer, we feel there is nothing more valuable than having a highly evolved, sophisticated marketing technology backed by the best in the field,” said Justin Hannah, president of Trigger Media Group. “This ensures success with our digital, television and film content, all the while creating additional revenue streams in the paradigm shift to the present and future digital world. It’s a win-win.” The first co-ownership production between the two companies is compelling, star-studded content called “Taylor’D,” featuring the hugely popular NFL Network Anchor Taylor Bisciotti, who interviews the biggest stars in the National Football League, like Steeler JuJu Smith-Schuster and Giant Saquon Barkley. Interview topics include: game schedule breakdowns; players to watch; division and Super Bowl picks/predictions; personal training regimens and more. “Through our partnerships with a talented group of content partners, we have access to on-air talent, like Taylor Bisciotti, as well as A-list professional players, like Patrick Mahomes,” said Portrie. “We have the funding, the experience and vision, a best-in-class technology platform and a unique, rev-share business model that will allow us to compete with anybody in the space.” CMC’s end-to-end platform enables collaboration, at an unprecedented level, among the big three traditionally siloed groups within the digital publishing marketplace — content producers, advertisers and publishers. It is that collaboration coupled with best-in-class customized dashboards and real-time analytics that allow these three constituencies to optimize their campaigns — and do so with speed and granular accuracy. Cloud Media Center (CMC), based in Ponte Vedra, FL, sells digital advertising inventory through a cloud-based, analytically driven distribution platform that seamlessly connects advertisers with content providers and publishers

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ADVERTISER CAMPAIGN MANAGEMENT

Huobi Global Provides Free Trading and Advertising Services to P2P Merchants

Huobi Global | May 04, 2021

Huobi Global declared today a strong change in charge structure for P2P exchanging and advertising, offering customers a consistent crypto resource exchanging experience with fiat monetary standards at zero expense. At Huobi P2P market, a P2P dealer can present a commercial on the purchase or sell crypto resources. Before the change, an effective Maker request would cost somewhere in the range of 0.2% and 0.7% in exchange charge for various resources once the request is effectively filled. With the new charge structure, Huobi Global offers both Maker and Taker free exchange and exchanging at Huobi P2P market. "The center of our P2P administration is to give a quick advertising and exchange measure for clients. The exception of exchange and notice posting expense will pull in a lot more extensive clients to post requests and exchange on Huobi P2P market," said Ciara Sun, Vice President of Global Markets at Huobi Group. The new charge design will cover more than 60 installment techniques including 28 fiats. The fiat alternatives incorporate EUR, USD, GBP, AED, ARS, HKD, AUD, BRL, CAD, CHF, RUB, PHP, TRY, and SGD, and so on The crypto choices incorporate BTC/USDT/ETH/EOS/XRP/LTC/HT/HUSD/BCH/ETC/BSV/DASH/HPT and so forth Clients need to finish the necessary check steps, stake a present moment 2,000 HT security assets, and put in over10 requests with more than 80% fulfillment rate to turn into a qualified P2P trader. "Even though there is no outsider engaged with the Huobi ecosystem, we keep on discovering approaches to additionally enable our clients with less time and exchanging cost and more proficiency," Ciara added, "We're continually advancing to give our clients a protected and helpful exchanging experience from on-loading up to evaluate. The choice to furnish free P2P administrations adjusted perfectly with our more extensive brand objectives and this will, thus, carry more volume to and improve the liquidity of our P2P market." About Huobi Global Huobi Group is the world's driving blockchain and cryptographic money foundation supplier with a monetary item suite that incorporates the biggest advanced resource trade by liquidity and genuine exchanging volume. Trusted by clients more than 170 nations, the Huobi stage is devoted to improving the opportunity of cash for clients, and highlights an unparalleled arrangement of crypto items and contributions, including exchanging and account, cryptographic money account foundation arrangements, instruction, data and examination, social government assistance, speculation and brooding, and some more.

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