PROGRAMMATIC ADVERTISING

Adsquare to Support Unified ID 2.0

Adsquare | September 20, 2021

Adsquare, the global audience and location intelligence company, will collaborate with Unified ID 2.0 to offer precision and measurement solutions for programmatic media buyers and publishers.

Unified ID 2.0 is a new common currency and connective tissue across digital media for the open internet. The ID represents an upgrade to legacy identity solutions. Initially developed by The Trade Desk, Unified ID 2.0 is a soon-to-be open source, industry-wide initiative spanning hundreds of collaborative partners that operate across the open internet.

The ID solution is based on hashed email addresses and phone numbers for use as an identifier for precise ad buying and measurement. Once fully integrated, marketers will be able to activate Adsquare’s audience segments and measure the effectiveness of campaigns connected to Unified ID 2.0 on any collaborating buying platform. Unified ID 2.0 is first rolled out in the United States where it’s currently in beta.

Tom Laband, CEO and co-founder of Adsquare, says: “Our technology allows us to enrich any identifier that is passed along by the supply side as part of a bid request with meaningful data for best campaign results. Therefore, we’re pleased to be part of Unified ID 2.0 and shape the privacy-friendly future of the ad tech ecosystem.“


David Danziger, VP of data partnerships at The Trade Desk comments: “Unified ID 2.0 represents a new, more effective path to connect across digital mediums on the open internet to preserve the quid pro quo of media, which is free content in exchange for relevant advertising. We welcome Adsquare to the growing stable of companies who are joining this important initiative.”

About Adsquare
Adsquare is the global audience & location intelligence company helping marketers to understand consumers by connecting their digital and physical worlds. We do this by leveraging audience and location data to reveal consumer behaviour. These insights enable companies to better target and engage with their audiences and to measure marketing effectiveness.

About Tradedesk
Advertising the currency that makes most digital media possible  wasn’t working. Marketers didn’t have access to the data they needed to plan, forecast, and place media effectively. Content creators and publishers had a hard time monetizing their platforms. So our founders set out to create something different an independent media-buying platform focused solely on the buy side. One that puts the success of our clients first, empowering advertisers with data, transparency, and precision to reach the right audience anywhere. And in turn, helps power the content that fuels the free and open internet.


Spotlight

Ads are nothing new to mankind, and while the landscape has changed over the centuries, one of the most vital recent trends has been the importance of Facebook advertising successFor a very long time, advertising has been a part of our daily life, influencing the ways we eat, sleep and play.Advertising is something which constantly evolves with the times, so that it can, in some way, engage with us every day.


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Sam's Club Celebrates Big Game Ad Debut with Yard Line Membership Deal

Sams_Club | February 14, 2022

Sam's Club, which made its ad debut in football's biggest game of the year, is capping off its game day VIP campaign with a $8 membership deal that's redeemable in club from Feb. 14, 2022, through Feb. 17, 2022. The offer is available for new members and is based on where the football was placed at the two-minute warning in the fourth quarter of the game, just before the warehouse retailer's ad aired. The limited-time offer gives potential new members a $37 savings. "We work hard to win our members loyalty every day with the strategy to treat them like VIPs, which you see reflected in our game day ad," said Ciara Anfield, Chief Member Officer, Sam's Club. "Our participation in this year's game is giving us an opportunity to celebrate one of the many perks of being a Sam's Club member while opening the door to invite others to be part of the club with a membership offer that's hard to pass up." Sam's Club's game day social media activation included more than $245,000 in VIP-worthy prizes, including a $25,000 shopping spree at Sam's Club; a luxury vehicle via the Sam's Club Auto Buying Program powered by TrueCar; fuel for 50 years** at Sam's Club's Fuel Stations; and a $50,000 VIP trip through Sam's Club's Travel and Entertainment Services. Each VIP prize package was accompanied by a Plus membership to Sam's Club for 50 years. Visit the Sam's Club newsroom for additional information. About Sam's Club Sam's Club®, a division of Walmart Inc. (NYSE: WMT), is a leading membership warehouse club offering superior products, savings and services to millions of members in nearly 600 clubs in the U.S. and Puerto Rico. Now in its 39th year, Sam's Club continues to redefine warehouse shopping with its highly curated assortment of high-quality fresh food and Member's Mark items, in addition to market leading technologies and services like Scan & Go, Curbside Pickup and home delivery service in select markets. To learn more about Sam's Club, visit the Sam's Club Newsroom, shop at samsclub.com, and interact with Sam's Club on Twitter, Facebook, Instagram and Tik Tok.

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DIRECTV Taps Yahoo Unified Ad Tech to Unlock Advanced TV Opportunities

Yahoo, DIRECTV Advertising | June 21, 2022

DIRECTV Advertising and Yahoo today announced a strategic partnership to unlock new value for advertisers across linear TV and digital. Against the backdrop of an increasingly fragmented advanced TV landscape, DIRECTV Advertising and Yahoo announced today that they are teaming up to provide buyers with a more seamless way to access addressable TV and streaming inventory. In working with Yahoo, DIRECTV Advertising is helping to further reduce complexity and fragmentation for advertisers across the advanced TV landscape, which has seen tremendous growth over the last year. Digital video ad spend, inclusive of digital TV, reached $39 billion in 2021, and is expected to increase 26% to $49.2 billion in 2022.1 Through the partnership, advertisers gain a number of exciting advancements, including: Access to 25 million addressable TV households: DIRECTV Advertising has named Yahoo as the exclusive omnichannel demand-side platform (DSP) for accessing its addressable TV inventory programmatically. Advertisers can continue to buy the inventory directly from DIRECTV Advertising as well. Through the partnership, DIRECTV Advertising joins DISH Media and Fios in enabling addressable TV through an omnichannel, programmatic platform. With DIRECTV Advertising, Yahoo is expanding its position as the first and only omnichannel DSP to offer live, addressable TV inventory programmatically, enabling advertisers to tap into a footprint of 25 million households. Streaming inventory through Yahoo SSP: DIRECTV Advertising is tapping into Yahoo’s supply-side platform (SSP), making its streaming inventory available to premium demand across the Yahoo Exchange. DIRECTV Advertising and Yahoo’s agreement enables interoperability between addressable TV and CTV, allowing Yahoo DSP buyers to maximize unique reach, harness spend efficiencies and deliver optimal ad experiences for viewers. Through partnerships with DIRECTV Advertising, DISH Media and Fios, Yahoo DSP advertisers are able to collectively reach up to 25 million addressable TV households, paired with Yahoo’s reach of over 80 million CTV households. With timely insights, Yahoo delivers immediately actionable data to marketers in a single platform across linear and CTV campaigns. “DIRECTV Advertising has been a leader in delivering convergent TV solutions for its customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “DIRECTV Advertising has been a leader in delivering convergent TV solutions for its customers,” said Amy Leifer, Chief Advertising Sales Officer of DIRECTV. “Working with Yahoo enables us to meet our customers where they are and deliver these solutions in a way that better aligns with advertisers’ omnichannel strategies while reducing friction in the process.” “As linear and digital converge, advertisers need to be able to seamlessly engage with consumers across channels without losing critical measurement, data and campaign visibility,” said Iván Markman, Chief Business Officer of Yahoo. “This partnership with DIRECTV Advertising builds on the momentum of our existing addressable TV partnerships, and gives advertisers more reach, transparency and control. We are grateful to these partners for helping to further the industry and create a strong point of access through Yahoo’s platform.” Yahoo’s omnichannel DSP gives advertisers access to powerful, qualified data sets and reaches consumers across all channels, including mobile, desktop, video, native, addressable TV, CTV, DOOH, and audio. DIRECTV Advertising inventory will be available in the Yahoo DSP for Q4 2022 campaigns. About Yahoo Yahoo is a global media and tech company that reaches nearly 900 million people around the world, bringing them closer to finance, sports, shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com. About DIRECTV Advertising DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.

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SeeHer Brings Together Marketing and Advertising Communities at Fourth Annual SeeHer SheFront

SeeHer, ANA | April 20, 2022

Today, SeeHer (SeeHer.com), the leading global movement to eliminate gender bias in advertising and media, brought together thousands of marketers and media entities for the fourth annual SeeHer SheFront. The virtual, worldwide event supported SeeHer’s efforts to increase the accurate portrayal of women and girls in advertising and entertainment and showcased how female representation has become a key strategic focus of media entities. The SheFront was part of the Association of National Advertisers (ANA) annual Global Day of Learning. Global media leader Oprah Winfrey, CEO, OWN: Oprah Winfrey Network, kicked off the program with a brief welcome on the power of storytelling, saying, “We believe all individuals should see themselves reflected in media and entertainment with a sense of authenticity, accuracy and integrity, and understand why the work SeeHer is doing is crucial.” Global media leader Oprah Winfrey, CEO, OWN: Oprah Winfrey Network, kicked off the program with a brief welcome on the power of storytelling, saying, “We believe all individuals should see themselves reflected in media and entertainment with a sense of authenticity, accuracy and integrity, and understand why the work SeeHer is doing is crucial.” The event was hosted by SeeHer President Jeannine Shao Collins, who noted in her opening remarks, “The SheFront is a time where we showcase the best of the best. Our esteemed media members… understand that gender equality is a force for growth and a force for good. And they are committed to the SeeHer movement.” SeeHer media members, including A&E Networks, AMC Networks, Disney, FOX, iHeartMedia, Meta, NBCUniversal, Paramount, and Warner Bros. Discovery, presented during the event, highlighting their efforts to increase female-led content and empower women in front of and behind the camera. The audience heard from industry executives during the inspiring presentations, as well as on-air talent, including Joanna Gaines, Co-Founder & Chief Creative Officer, Magnolia Networks, and Lisa Leslie, former WNBA superstar and current Co-Host, We Need to Talk on CBS Sports, who showcased how SeeHer members are committed to the organization’s mission. Gaines thanked SeeHer during Warner Bros. Discovery presentation, stating, “I just wanted to say thank you to SeeHer for this event and this opportunity. With this group of courageous and amazing women, I am incredibly hopeful of all that we can achieve together for the future of media.” Leslie noted, “We [at Paramount] are committed in 2022 and beyond to continually SeeHer both on screen and behind the scenes.” OWN: Oprah Winfrey Network was presented with the SeeHer Programming Award in honor of the drama series All Rise. The award recognizes a primetime program that pushes boundaries on changing stereotypes and recognizes the importance of women and girls in media. Tina Perry, OWN TV Network & OTT Streaming President, accepted the award. Past recipients include This Is Us and Madam Secretary. SeeHer Co-Chairs Fiona Carter, Chief Marketing Officer, Goldman Sachs, and Marc Pritchard, Chief Brand Officer, Procter & Gamble, also participated in the virtual event. Pritchard highlighted why the industry must continue to push for more accurate female representation, saying, “Despite our collective efforts, gender equality has taken a step back… [however] the advertising we create and the content we support has the power to be a force for growth which, in turn, is a force for good.” Carter led a discussion highlighting SeeHer’s Gender Equality Measure® (GEM®), which the organization developed in 2016 and is the first research methodology that quantifies gender bias in ads and programming. She said, “[Goldman Sachs] and the industry are making strides in gender representation, but there is always more work to be done.” Carter was joined by Lorenzo Larini, CEO, IPSOS North America, Shelley Zalis, CEO The Female Quotient, Co-Founder SeeHer and Latha Sarathy, Chief Research Officer, ANA, for the session. During the discussion, Larini said, “Diversity, equity and inclusion is a team sport… it is about what we can do as an overall industry. Real change happens when people decide to change their behaviors… [GEM®) is simply a great thing for your business.” To close out the event, Collins and Bob Liodice, CEO, ANA, announced two exciting new initiatives spearheaded by SeeHer. Later this year, the organization will be establishing the first-ever interdisciplinary academic curriculum that combines marketing and gender studies, called SeeHer in Education. Additionally, the organization will be developing an AAPI #WriteHerRight guide, which will be a resource for marketers and entertainment executives to encourage authentic portrayals of AAPI women and girls in the content they produce. SeeHer has previously developed a #WriteHerRight guide for Latina-focused storytelling in partnership with NBCUniversal and Telemundo, as well as a storytelling guide focused on Black female characters in partnership with OWN. The SeeHer SheFront was attended by marketing and advertising professionals from around the globe. For the first time in its four-year history, the event was open to the entire media ecosystem as part of the ANA’s Annual Global Day of Learning. About SeeHer SeeHer is the leading global movement of media, marketing and entertainment leaders committed to the accurate depiction of women and girls in advertising and media. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer has expanded its verticals to include sports (SeeHer in Sports) and music (SeeHer Hear Her). To help marketers benchmark success, SeeHer spearheaded the development of the Gender Equality Measure® (GEM®), which shows that content accurately portraying females dramatically increases both purchase intent and brand reputation and has quickly become the industry standard. About The Association of National Advertisers (ANA) The mission of the Association of National Advertisers (ANA) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

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ALM's ThinkAdvisor Introduces New Reader Experience With Design And Advertising Innovations

ALM | February 23, 2021

ALM's ThinkAdvisor, the leading online media brand serving the financial advisory community, has introduced a new website design, an enhanced editorial strategy and advertising innovations that will improve reader experience and drive audience and partner engagement. ThinkAdvisor's (www.thinkadvisor.com) innovations include: • A fresh and clean design, new color palette and vibrant graphics that deliver maximum impact and viewability along with a new content framework that provides better navigation of information. • A refreshed editorial beat structure that provides analysis about the most important issues of the day, with distilled takeaways at the top of each story. • A new advertising approach in which ads are better integrated around content, improving the reader experience and allowing better viewability of partner messages. "Together, these design, editorial and advertising innovations greatly improve reader experience and provide better results for our partners," said Adam Dunn, VP Financial Markets for ALM. Dunn said that many of the editorial innovations had started to be implemented over the past quarter and have already resulted in significant growth in reader engagement and site traffic. "This is where advanced web design and advertising product development is going and we're very excited to lead the financial advisory industry with these initiatives," Dunn said. About ALM ALM, an information and intelligence company, provides customers with critical news, data, analysis, marketing solutions and events to successfully manage the business of business. ALM serves a community of more than 6 million business professionals in the legal, finance, insurance and commercial real estate industries. Please visit www.alm.com for more information. About ThinkAdvisor ThinkAdvisor (www.thinkadvisor.com), with 1.2 million average monthly pageviews and 587,000 newsletter subscribers, and Investment Advisor Magazine with 50,000 qualified subscribers, produces the premier news, analysis and resources that the community of professional financial advice-givers needs to serve clients, stay compliant and maximize growth.

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Spotlight

Ads are nothing new to mankind, and while the landscape has changed over the centuries, one of the most vital recent trends has been the importance of Facebook advertising successFor a very long time, advertising has been a part of our daily life, influencing the ways we eat, sleep and play.Advertising is something which constantly evolves with the times, so that it can, in some way, engage with us every day.

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