DMS | October 19, 2020
Digital Media Solutions, Inc. (NYSE: DMS), an innovative global solutions provider of digital performance advertising and a connection point between digital advertising clients and their prospective customers, has noted that online comparison shopping has quickly become part of the “new normal” for consumers when making purchase decisions. In response to this new digital shopping trend, Digital Media Solutions has launched DMS Exchange to match high-intent consumers with the brands that provide the products and services they need. A vertical-agnostic, self-service digital advertising marketplace that connects digital advertisers with high-quality publishers at scale, DMS Exchange will help provide the optionality desired by today’s consumers across multiple industries. Advertising budgets have continued shifting from traditional to digital media, with many industry experts predicting the share of media budgets spent across digital channels will grow into 2021 and beyond. Particularly in light of the current global environment, brands are prioritizing digital performance advertising efforts that offer a linear connection between media spend and advertising results, enabling better calculation of advertising return on investment (ROI). DMS Exchange helps advertisers scale the types of digital performance advertising campaigns that offer transparent campaign visibility.
Aerospike | December 13, 2021
Aerospike Inc., the leader in real-time data platforms, today announced global technology company, Criteo , has selected Aerospike to deliver a digital transformation project that significantly improves the scale and performance of its global commerce media platform. The project will also see Criteo reduce its server count by 80 percent, achieving millions of dollars of cost savings per year and reducing CO2 emissions.
Criteo is a leading global technology company that combines commerce data and intelligence to deliver digital advertising that enables marketers and media owners to drive commerce outcomes. Prior to Aerospike, Criteo combined an open-source NoSQL database with caching solutions. The Criteo platform needs to match an advertiser's content with an internet user’s interests 950 billion times a day and respond in just 50 milliseconds. These data loads and requests are continually increasing to deliver fast responses to help advertisers reach more consumers and grow their online sales.
To meet both new and future petabyte-scale demands, Criteo turned to the Aerospike Real-time Data Platform, which will cut its server count by more than 80 percent for millions of dollars in annual IT savings.
Our data demands are growing exponentially, and we need a real-time data platform that can handle our current requirements but ensure that we can adapt and scale for what lies ahead. The Aerospike real-time data platform takes us to the next level in terms of scale and performance and provides us with a standardized platform that ensures our customers can meet the rapid response times they demand both now and in the future.”
Diarmuid Gill, CTO of Criteo.
“In order to meet the latency needs of the Ad Tech industry every other solution needs a cache to sit on top,” explains Geoff Clark, General Manager EMEA, Aerospike. “That’s where Aerospike is different. Aerospike runs on DRAM and Flash, making it faster, more powerful and far less of a drain on server resources. If Criteo was to double its requirement for data tomorrow, it would still need less than a quarter of the servers it had before. This further demonstrates the ability of the Aerospike real-time data platform to powerfully perform at scale and still deliver significant cost-savings to business,” adds Clark.
The Aerospike Real-time Data Platform enables organizations to act instantly across billions of transactions while reducing server footprint by up to 80 percent. The Aerospike multi-cloud platform powers real-time applications with predictable sub-millisecond performance up to petabyte scale with five-nines uptime with globally distributed, strongly consistent data. Applications built on the Aerospike Real-time Data Platform fight fraud, provide recommendations that dramatically increase shopping cart size, enable global digital payments, and deliver hyper-personalized user experiences to tens of millions of customers. Customers such as Airtel, Experian, Nielsen, PayPal, Snap, Wayfair and Yahoo rely on Aerospike as their data foundation for the future. Headquartered in Mountain View, California, the company also has offices in London, Bangalore and Tel Aviv.
Criteo is the global technology company that provides the world’s leading Commerce Media Platform. 2,500 Criteo team members partner with almost 20,000 marketers and thousands of media owners around the globe to activate the world’s largest set of commerce data to drive better commerce outcomes. By powering trusted and impactful advertising, Criteo brings richer experiences to every consumer while supporting a fair and open internet that enables discovery, innovation and choice.
AD TECH AND MARTECH
Conviva, The Trade Desk | July 30, 2021
Conviva, a streaming analytics startup, launched its first ad tech product on Thursday, contextual data integration with The Trade Desk.
Conviva embeds a sensor in the videos or streaming material of publishers and programmers. The sensor is not a third-party data collector in the same way that a cookie or SDK is. Instead, according to Conviva CEO Keith Zubchevich, it is the tool that publishers use in their video players to monitor video quality and engagement, such as buffering rates or overall watch time.
“In the last couple of years, we began to collect extremely extensive content information, since there is no limit to what you can send through the sensor that sits in the video player, including contextual ad data and even IDs,” Zubchevich said.
The new Conviva bidstream connections, for example, may notify buyers whether a certain video spot is a short-form video, the length of a TV episode, or a complete movie, and can also provide contextual data about the kind of content that will play during that viewing session, according to Zubchevich.
According to Josh Sharma, VP of ad partnerships at Local Now, local weather and content streaming service and a pilot partner for Conviva’s data partnership, contextual advertising data for streaming video are frequently cobbled together from site pixels, mobile app SDKs, ad verification tech vendors, and aggregated third-party data sets, which monitor the page but aren’t embedded in the video player.
“For a long time, it’s been a source of frustration among our DSP partners that they do not see the context of the content itself,” Sharma said.
Aside from factors such as video length – is it a bite-size video or a full-length show? – he stated that Local Now, a subsidiary of Entertainment Studios (owner of The Weather Group and local affiliate stations), can use the Conviva bidstream integration to pass data about specific content adjacency.
Buyers can place more value on inventory if the context is precise. For example, some companies could be willing to pay extra for an ad spot during a kids cartoon if their buying platform allows them to target ad units following a sports-related scene rather than simply general family-friendly content.
According to him, the data could also assist advertisers in targeting users depending on session watch length. For example, suppose someone has been engaged and viewing videos with Local Now for the last hour, and that information can be conveyed in the bidstream. In that case, advertisers can bid more confidently on that impression.
According to Sharma, targeting relevant neighboring material during a movie, show, or news program is commonplace for linear TV advertisers. Bringing such capacity to CTV will help “bridge the gap” for television budgets, he says, since ad revenues are shifting to streaming content at a far slower rate than consumers’ viewing habits have changed.
According to Zubchevich, the Trade Desk was the natural starting point for this contextual data play. Conviva polled its publishing and broadcast partners, and The Trade Desk was a major source of demand across the board. However, he said that the company intends to expand to other DSPs and ad platforms.