ADVERTISER PLATFORMS

VideoAmp Partners with HyphaMetrics, Integrates Panel Insights into Their Data Measurement Solutions

VideoAmp, HyphaMetrics | October 14, 2021

VideoAmp Partners with HyphaMetrics, Integrates Panel Insights into Their Data Measurement Solutions
Software and data platform, VideoAmp, announced a partnership with HyphaMetrics, the only independent cross-screen and cross-walled-garden panel, to provide cross-screen audience measurement solutions for VideoAmp clients. The partnership will integrate HyphaMetrics’ omni-channel cross-device panel measurement with VideoAmp’s commingled TV viewership data to facilitate cutting edge audience insights.

“At VideoAmp we see panels as an important part of our overall solution set as the industry searches for a new holistic media measurement currency. We’ve been especially impressed with HyphaMetrics’ innovative, patented measurement tech stack and we look forward to working together to develop new measurement solutions for buyers and sellers of cross-screen advertising.”

stated, Josh Chasin, VideoAmp’s Chief Measurability Officer
Specific measurement applications of this partnership include “personification” of VideoAmp household viewing to create persons ratings, as well as the development of a truth set for training Virtual IDs (VIDs), the identity construct recommended by the World Federation of Advertising (WFA) for creating cross-platform unduplicated reach.

VideoAmp’s early adoption of HyphaMetrics’ unique panel-based dataset is aligned with the WFA’s blueprint for Cross-Media Measurement, which outlines the merging of census data with panel data to facilitate the most comprehensive understanding of consumer media behavior. VideoAmp is a charter member of HyphaMetrics Content Metrics panel trial. The trial, which commenced in July of 2021, will run through the first quarter of 2022 to encompass major viewing events like the Super Bowl and Winter Olympics.

“Panels play an integral role in providing a definitive understanding of how consumers interact with content and advertising across all of their devices and channels, We are excited for VideoAmp to incorporate this granular behavioral layer of data, covering all aspects of today's unique viewing environment such as video gaming, secondary device usage and walled gardens.”

said Joanna Drews, CEO and Cofounder of HyphaMetrics.

The partnership will build off of VideoAmp’s proprietary commingled dataset, which is considered the most trusted and highest quality in the marketplace due to its scale and proprietary methodology used for combining various data sources. The dataset commingles ACR and Set-Top Box TV viewership data and integrates into multiple OTT and digital data sources using first-to-market, privacy-preserving offerings like cleanrooms. VideoAmp’s data, combined with a comprehensive toolset for planning, measurement and optimization, are all housed within the VideoAmp platform and provide a deduplicated view of media performance across traditional TV, streaming video and digital. The suite of tools and data enables advertisers and media owners to redefine the way media is valued, bought and sold.

About VideoAmp
VideoAmp is a software and data company creating a more sophisticated data-driven advertising ecosystem that redefines how media is valued, bought and sold.

The VideoAmp platform provides measurement and optimization tools that unify audiences across the disparate systems of traditional TV, streaming video and digital media. Unlocking new value for those currently operating within a siloed view of their audiences, VideoAmp creates efficiencies for the entire industry.

VideoAmp is transforming a 100-year-old industry by powering a more effective three-way value exchange that results in advertisers increasing their return on investment, publishers increasing their revenues and improving the viewing experience for consumers.

About HyphaMetrics
HyphaMetrics is an independent quality data supplier offering an all-encompassing view of what the world is watching. HyphaMetrics’ single-source, cross platform data pipeline, known as Zero Party Data, serves as the connective tissue through which the media ecosystem can communicate, and provides the precise, individual-level metrics needed for trading, optimization, and analytics in today’s unique media environment. Customers leverage Hypha’s cutting edge technology and industry-accepted research methodologies to humanize the media experience for consumers in a privacy-compliant manner.

Spotlight

Spotlight

Related News
ADVERTISER PLATFORMS

True Influence® Partners with The Trade Desk to Make Digital Advertising More Effective

True Influence | December 08, 2021

True Influence®, powered by MeritB2B, the technology leader of data-driven sales and marketing solutions, today announced that it has partnered with The Trade Desk (NASDAQ: TTD), a leading global advertising technology company, as a primary media buying platform for True Influence's programmatic campaigns. We know that targeting the right customer at the right time is crucial to success, so we develop our products to help make that process easier. Working with The Trade Desk made sense because their targeting and optimization capabilities enable us to give our customers the best opportunities to precisely target their potential buyers with programmatic ads across high quality inventory." RK Maniyani, Chief Technology Officer of True Influence. Under the new partnership, The Trade Desk will be the main media buying platform for the fulfillment of programmatic campaigns purchased through True Influence's DisplayBase® integrated B2B media management product. DisplayBase combines True Influence's B2B marketing expertise and dedication to customer value with advanced targeting, retargeting and optimization technologies, all within the framework of the integrated True Influence Marketing Cloud™ platform. The Trade Desk platform includes access to a Demand-Side Platform (DSP) and Data Management Platform (DMP) that enables True Influence to better utilize intent data and Account-Based Marketing (ABM) data to run programmatic campaigns. Additionally, it supports improved reporting and targeting capabilities for DisplayBase orders and helps improve turnaround times for DisplayBase campaign set up and reporting availability. DisplayBase is an integrated campaign management solution for optimizing display programs in real-time. It provides access to premium advertising inventory with a global reach, and advanced audience management and targeting features to ensure that the marketing spend has the maximum impact throughout the purchase journey. True Influence also has a team of experienced professionals to help design every plan and optimize campaigns for peak performance. About True Influence True Influence, powered by MeritB2B, is the pioneer in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace. Our proprietary approach to identity resolution and intent signal analysis is unique in that we collect and catalog decision-makers' content consumption behaviors across the internet. The joined forces of MeritB2B and True Influence deliver full-funnel B2B data, identity graph capabilities, ABM, and demand generation solutions. We expertly leverage privacy-compliant data, technology, and content to drive high-impact marketing campaigns to help win new business for our global customers that include well-established blue-chip brands like IBM, Microsoft, and Cisco. About The Trade Desk The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific.

Read More

AD NETWORKS

Deliveroo Delivers Relevant and Hyperlocal Advertising with Ad-Lib.io

Ad-Lib.io | December 06, 2021

-Deliveroo, a leading online food delivery company in Europe and Asia, and Ad-Lib.io, the next-generation Creative Management Platform (CMP) for leading enterprise brands seeking to ensure advertising relevance at scale, announced today a continued partnership to support Deliveroo’s fast-growing reach with hyperlocal advertising execution that can be delivered at scale. By leveraging real-time data specific to the restaurants and demographics of each delivery zone, in combination with Ad-Lib.io’s Fix and Flex™ Creative Concept management, Deliveroo has shortened time-to-market from 2-3 days to just a matter of minutes while ensuring highly relevant advertising for each zone in every global market they serve. According to McKinsey, mature food delivery markets, including the United Kingdom and Australia, have exponentially grown 4 to 7x since 2018. However, with this growth comes an expectation for increased geographic competition that will drive a greater need for advertising as services compete for local customers. With the Ad-Lib.io platform, Deliveroo has been able to augment paid social with display advertising to serve 30% more impressions in priority zones, and to achieve a CTR that is 2870% better than benchmarks thanks to dynamic templates. “In the eight years since our founding, Deliveroo has grown to serve 7.8 million consumers in 800 locales across 11 global markets,” said Dean Weaving, Head of Display, Video and Paid Social for Deliveroo. “Our hyperlocal marketing strategy has been instrumental to our success, and Ad-Lib.io is a key partner in helping us scale our reach and creative effectiveness in record time. We look forward to continuing our work with them to bring the same relevant, on-target advertising to a multitude of highly differentiated localities.” “Deliveroo has moved quickly to deliver incredible convenience to consumers, especially when local communities struggled to adapt their sources of food during the pandemic. Today, over 72% of the population of the United Kingdom is covered by their services,” said Adit Abyankhar, CEO of Ad-Lib.io. “We are honoured to have contributed to the speed and efficiency with which they have reached target localities with relevant advertising to grow their brand.” About Deliveroo Deliveroo (deliveroo.co.uk) is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 140,000 best-loved restaurants and grocery partners, as well as 100,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with 2,500 employees in offices around the globe. Deliveroo operates in over 800 towns and cities across 11 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, Netherlands, Singapore, United Arab Emirates, Kuwait and the United Kingdom. About Ad-Lib.io Ad-Lib.io provides the leading next-generation Creative Management Platform for marketers at the world’s largest brands to enable them to scale their digital creative. Ad-Lib.io connects creative and media workflows using intelligent automation, making it easy and fast to produce and optimise relevant ad creative across all digital channels. These ads are 60% more cost-efficient to produce, according to Ad-LIb.io’s customers which include 10 of the top 30 global brands. The venture-backed company, headquartered in London, UK, was founded by former Google executives who understood the need to close the wide gap between creative concepts and digital media execution.

Read More

AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements. We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting." Lisa Utzschneider, CEO, IAS. Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign. Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation. "Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs." About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

Read More