AD TECH AND MARTECH
ExchangeWire | May 15, 2023
Outdoor advertising technology leaders Adkom, Blip, and Broadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP).
Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities.
The integration, which includes Adkom and Blip’s mediation layer, unlocks US roadside inventory that may have previously been difficult to procure due to a fragmented media owner landscape, making it simple to purchase through a programmatic platform. At the same time, independent media owners on the Adkom and Blip networks can increase revenue potential through new and repeat exposure to brands transacting on DSPs integrated with Broadsign.
“We’re committed to working with brands, agencies, DSPs, and SSPs to ensure that we are adding as much value as possible at every point of the programmatic transaction. Optimising campaigns, providing real-time reporting, ensuring prompt creative approval, and offering service to our customers on both sides of the transaction is essential to this mission, and our work with Broadsign will allow us to build on that,” said Andy Gotshalk, vice president of programmatic for Adkom and Blip. “We’ve watched and admired Broadsign’s efforts in the programmatic DOOH space and are excited to work with them to expand programmatic access to Adkom and Blip network inventory, which will ultimately serve the greater OOH industry.”
“Programmatic DOOH is advancing at a rapid pace, and more advertisers and agencies embracing the channel want access to unique and targeted inventory via Adkom and Blip offerings,” explained John Dolan, global head of media sales & service, Broadsign. “We’re thrilled to be collaborating with Adkom and Blip to bring Broadsign-supported DSPs and media buyers a host of new roadside screens, as demand for this kind of inventory continues to surge.”
Broadsign empowers publishers, agencies, and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps publishers more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.
AD TECH AND MARTECH
Business Wire | May 30, 2023
Habu, the Global Innovator in Data Clean Room Software, today announced their integration with Google Display & Video 360’s PAIR, which supports ad planning, activation, and measurement in a privacy-safe way. The new solution enables advertisers and publishers to securely leverage and reconcile their first-party data to improve media performance in Google Display & Video 360 (DV360) and accelerate business growth.
Habu’s data clean room technology makes collaboration across decentralized data safe, simple, scalable, and smart. Its software is designed to make data collaboration secure and easy enabling companies to increase the velocity and value of data-driven initiatives by empowering them to work within and across distributed data environments to glean insights and execute advanced data science use cases with minimal resources.
Display & Video 360’s PAIR (Publisher Advertiser Identity Reconciliation) is a privacy-safe way for advertisers to activate and measure their first-party (authenticated and consented) audiences on specific publishers via Display & Video 360. Brands/advertisers on the buy side and publishers on the sell side can bring their first-party data and reconcile it securely to facilitate more efficient, accurate, and effective media buying and measurement on a 1:1 basis.
Habu’s clean room software integrated with Display & Video 360’s PAIR facilitates commutative encryption methodology to provide maximum security for advertisers, publishers, and consumers with respect to their data by enabling reconciliation without ever decrypting the data.
As the only fully interoperable clean room solution, Habu enables advertisers and publishers to utilize the PAIR protocol, no matter what cloud, platform, or stack. Built for both data scientists and business users, Habu’s integration with PAIR facilitates the reconciliation of publisher and advertiser first-party data for marketing use cases.
Habu’s customers will now have the opportunity to leverage PAIR within Habu’s data clean room software to securely collaborate with key partners to deliver more meaningful ads and optimize and improve advertising performance in Display & Video 360. In addition, it provides protection of your customers’ and visitors’ privacy, as the publisher/advertiser first-party data reconciliation happens without any other party, including Google, ever having access or visibility into another party’s data.
The Habu + Display & Video 360 PAIR integration enables:
Closer connection with known audiences to drive better performance on a 1:1 basis
Increased data privacy and security for advertiser activation on publisher inventory
Deeper level of collaboration with top media partners across the entire campaign lifecycle from planning to activation to measurement
"We’re excited to be working with Google to provide our customers with innovative and future-proof ways to connect with their customers while respecting their privacy,” said Mike Moreau, Co-Founder and COO at Habu. “Our integration with Display & Video 360’s PAIR empowers advertisers and publishers to benefit from the secure reconciliation of their first-party datasets to drive better media performance and ROI.”
This partnership further expands the areas of integration between Habu with Google Ads and Google Cloud. Habu also integrates with Ads Data Hub’s API and recently announced a partnership with Google Cloud to democratize clean room access and scale data collaboration for companies.
To learn more about how Habu and Display & Video 360’s PAIR deliver innovative solutions for privacy safe data collaboration visit https://habu.com, PAIR Visual, and https://marketingplatform.google.com/about/display-video-360/.
Habu is a global leader in data clean room software, enabling companies to benefit from the value of data without the risk. Habu connects data internally and externally with other departments, partners, customers, and providers in privacy safe and compliant ways for better collaboration, decision making and results. The company is headquartered in San Francisco CA and Boston, MA. For more information visit www.habu.com
MOBILE ADVERTISING, AD NETWORKS
PR Newswire | May 10, 2023
Studio71, a global media company, has launched a Vertical Video sales offering that streamlines advertising for brands and agencies, targeting growing mobile audiences watching short-form vertical videos. This product uses consumption data across platforms to enable one-stop targeting and buying against audiences watching short-form vertical videos. It offers insights into user behavior on TikTok, Snapchat, YouTube, and Instagram Reels, helping advertisers reach key audiences despite different platform algorithms.
Studio71 optimizes vertical video ads through its proprietary tool, ARROW, which uses data on audience behavior, interests, and platform algorithms to target unique users across major social platforms within one campaign view. The tool allows the company to serve ads between content, optimizing for the platform and categories most relevant to the target audience. Additionally, Studio71 collaborates with creators to develop custom-branded content tailored to each platform's audience and categories, ensuring optimal performance for brands.
"Brands and agencies are purchasing each of these platforms individually, which can be time-consuming, inefficient, and biased," says Matt Crowley, Co-CEO of Studio71. "That's why we developed our Vertical Video sales product, which provides a mobile-first video solution that enables brands to reach consumers efficiently in targeting the right audiences wherever they are, regardless of the platform, while also optimizing for the most effective delivery based on that brand's KPIs."
Through its partnership with Oracle Moat, Studio71 provides a unified video view of ad performance, enabling brands to track their campaigns and make informed decisions about their marketing strategies. This new product allows brands and agency partners to target desired audiences through Studio71's premium talent network more efficiently and effectively, providing them with a streamlined advertising process that yields measurable results.
"Our platform-agnostic premium talent relationships make Studio71 uniquely positioned to solve the challenge of targeting across multiple platforms in one integrated social campaign. Our partnership with MOAT provides a unified video view of ad engagement and enhances social efficiency for brands and agencies," says Kristin Mason, CRO at Studio71.
With over 15 years of experience fueling the creator economy, Studio71 is an expert at helping brands reach their target audiences through its premium talent creator network. Studio71's new Vertical Video sales product arrives at a time when short-form video content is on the rise and data-driven advertising is increasingly essential. The product provides a comprehensive solution to the challenges of multi-platform advertising and is tailored to meet the needs of today's mobile-first audiences.
Studio71 is a global media company that produces and distributes premium, brand-safe content across all video platforms. The S71 content division produces thousands of original videos for Studio71′s owned and operated channels, podcasts, and apps, and publishes over 1,800 partnered creator channels that generate over 13 billion monthly views across YouTube, Connected TVs, and social media platforms. The S71 sales division connects advertisers with Studio71′s top digital creators for targeted media campaigns and custom branded content. Studio71 is headquartered in Los Angeles with offices in Berlin, New York, Toronto, and London.