Mediavine Has Integrated with Centro's Basis Programmatic Advertising Platform

Mediavine | August 05, 2020

Mediavine, the largest exclusive ad management company in the United States and a Comscore top five lifestyle property with 125 million unique monthly visitors, has integrated with Centro's Basis programmatic advertising platform. Centro is a global provider of advertising technology. To create the direct connection between Basis and Mediavine, Mediavine built proprietary Server-to-Server technology based on OpenRTB specifications, designed to help both advertisers and publishers capture higher value in the marketplace. Building products to optimize performance for advertisers while growing revenue for website owners is the guiding principle for Mediavine's industry-leading engineers and a founding standard for the company. Mediavine's early adoption of the Interactive Advertising Bureau's tools like sellers.json, ads.txt and SupplyChainObject helps demand side platforms (DSPs) such as Centro identify it as a valuable supplier for advertisers. Centro verified that Mediavine generates a significant volume of quality ad impressions, where optimizing the connection to its marketplace would benefit marketers.

Spotlight

Commissioned by the IAB and conducted by PricewaterhouseCoopers LLP on an ongoing basis, with results released quarterly, the “IAB internet advertising revenue report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC from companies selling advertising on the internet as well as publicly available corporate data.

Spotlight

Commissioned by the IAB and conducted by PricewaterhouseCoopers LLP on an ongoing basis, with results released quarterly, the “IAB internet advertising revenue report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC from companies selling advertising on the internet as well as publicly available corporate data.

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Brand New Galaxy Acquires content26

content26 | November 09, 2020

Brand New Galaxy announced that it has acquired content26, a digital agency providing many of the world’s most recognized brands with advertising and content on Amazon. A unique combination of strategic, creative, and technological thinking allows Brand New Galaxy and content26 to implement customers' digital transformations holistically. The purchase of content26 advances Brand New Galaxy’s growth strategy, which leverages geographical expansion and acquisitions to create a platform that gathers companies in the fields of communications, e-commerce, and advertising. BNG is one of Europe’s fastest-growing privately-owned holding companies; over the past three years, BNG serves a global network of clients and has grown to more than 400 employees.

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ADVERTISER PLATFORMS

Frameplay and Kochava Launch First-to-Market Impression to Conversion Attribution Campaign in Mobile Video Game Environment

Frameplay | November 18, 2021

Frameplay, the global leader in enabling intrinsic in-game advertising, and Kochava, the leading real-time data solutions company for omni-channel attribution and measurement, today announced the launch of a first-to-market impression to conversion attribution campaign in a mobile video game environment for a leading powersports company. The results of the first-ever impression to conversion campaign proved to be extremely successful, with a 2% view-through attribution rate. For context, Google Ads Industry Benchmark reports an average conversion rate for display networks at 0.57%. Gamers that were new to the powersports brand were averaging 2.5 brand site conversions from Frameplay’s intrinsic in-game ads, with an audience consisting of 80% new users and 20% returning users. We are constantly pushing the boundaries of what Frameplay’s industry-leading technology can do, especially when it comes to the valuable metrics performance marketers know and have come to expect with their digital campaigns. One of the most frequently asked questions we receive is how to measure conversion of intrinsic in-game ads. Our innovative partnership with Kochava allows us to provide advertisers with the same type of conversion metrics they would expect from other digital advertising performance options yet within a video game environment.” Jonathon Troughton, CEO of Frameplay. The Frameplay and Kochava partnership gives brands and performance marketers trusted measurement while supporting a non-clickable intrinsic in-game advertising experience that keeps players playing the game. “Online gaming is one of the fastest growing sectors,” said Charles Manning, Founder and CEO, Kochava. “Our partnership with Frameplay takes it to the next level for growth marketers to capitalize on the opportunities to continue to fuel this growth and drive brand awareness.” About Frameplay Frameplay is the global intrinsic in-game advertising leader headquartered in San Francisco, California with worldwide offices and teams supporting NA, EMEA, LATAM, and APAC. Frameplay enables game developers to easily place impactful advertising intrinsically within video game environments without disrupting the gameplay performance or experience. The result is amplified brand exposure for advertisers, additional revenue for developers, and an enjoyable, uninterrupted experience for gamers. About Kochava Kochava Inc. is a real-time data solutions company offering the leading omni-channel measurement and attribution solutions for data-driven marketers. The Marketers Operating System™ (m/OS) from Kochava empowers advertisers and publishers with a platform that seamlessly integrates and manages customer identity, measurement and data controls. Unlike the complicated, siloed tech stacks employed today, the m/OS takes the next step: unifying all of your data and critical omni-channel solutions into a cohesive, operational system that goes beyond data aggregation and reporting. The m/OS provides the foundation for limitless advertiser and publisher tools, including the option to build third-party solutions onto the platform. By design, m/OS facilitates success by making data accessible and actionable to maximize ROI. With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Kochava also hosts the largest independent mobile data marketplace, the Kochava Collective. Headquartered in Sandpoint, Idaho, the company has offices globally.

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MOBILE ADVERTISING

InMobi and HUMAN Partner to Keep Mobile In-App Advertising Secure and Human

InMobi, HUMAN Security, Inc. | August 25, 2021

HUMAN Security, Inc. (formerly White Ops), a cybersecurity company that protects enterprises from bot attacks to keep digital experiences human, today announced a partnership with InMobi, a leading provider of marketing and monetization technologies that fuel industries around the world. The partnership, which includes a direct integration with HUMAN’s MediaGuard solution, enforces both companies’ commitment to building a transparent and fraud-free in-app advertising ecosystem with real-time visibility and active protection against malicious bot activity. In addition, InMobi is joining the Human Collective as part of a continued, collaborative effort to disincentivize cybercrime by raising the consequences and practical cost of fraud through shared resources and cooperation across the industry. By the end of 2021, mobile is projected to account for 75% of total digital ad spend. Combined with global smartphone adoption, mobile advertising is particularly attractive to bad actors. As one of the largest mobile in-app exchanges in the world, InMobi’s partnership with HUMAN and deployment of MediaGuard across all of its inventory reflects the continued commitment by InMobi to protect mobile advertisers from fraud while also strengthening HUMAN’s mobile fraud capabilities. “InMobi is committed to transparency, trust-based relationships, and delivering optimal business results to our advertisers globally. We were the first in-app marketplace to have our entire inventory verified by an independent MRC accredited vendor. This partnership reaffirms and enhances that commitment,” said Kunal Nagpal, Senior Vice President and General Manager, Publisher Platform and Exchange at InMobi. “InMobi is also proud to be the first in-app Human Collective partner in the battle against mobile app fraud. We strongly believe that the industry can eliminate fraud only through such an open collaboration.” HUMAN is the first solution in the space to be fully accredited by the Media Rating Council (MRC) for end-to-end coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV). This includes accreditation for pre- and post-bid detection and mitigation of SIVT, which is notoriously challenging to detect as fraudsters attempt to mimic genuine user behavior. The partnership with InMobi ensures that customers and partners will be protected from emerging forms of SIVT – background ad activity, hidden ads, app misrepresentation/spoofing, measurement manipulation and more – while guaranteeing always-on fraud filtering and measurement across the platform, covering 100% of the inventory available on InMobi Exchange. “To sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships,” said HUMAN Co-Founder and CEO Tamer Hassan. “With its global command of the mobile in-app market, this partnership with InMobi strengthens HUMAN’s ability to fight sophisticated cybercrime and creates a more trusted environment for digital advertising. InMobi’s total, direct integration with MediaGuard uplevels its ability to enable brand-safe transactions within its exchange.” As an extension of the partnership, InMobi is also joining the Human Collective, HUMAN’s newly launched initiative that brings together players throughout digital advertising to create a collectively protected ecosystem. InMobi is the leading mobile exchange to join the Collective, significantly boosting HUMAN’s mobile detection presence. Earlier this year, HUMAN and members of the Human Collective disrupted PARETO, the most sophisticated CTV fraud operation ever uncovered. At its height, the botnet used dozens of mobile apps to impersonate or spoof more than 6,000 CTV apps, accounting for an average of 650 million ad requests every day. The Collective’s members worked in concert to act against the botnet and its operators, demonstrating the importance of a shared value set for the digital advertising ecosystem. About InMobi InMobi is a leading provider of marketing and monetization technologies that fuel industries around the world. With deep expertise and unique reach in mobile, it is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. About HUMAN HUMAN is a cybersecurity company that protects enterprises from bot attacks to keep digital experiences human. We have the most advanced Human Verification Engine that protects applications, APIs and digital media from bot attacks, preventing losses and improving the digital experience for real humans

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