Advertising's positive role in society gains recognition

warc | February 03, 2020

Nearly half (46%) of British consumers believe advertising has a positive impact on society, while 42% say that advertising can help to make the world a better place, a new survey has revealed. The comprehensive research from Credos, the Advertising Association’s think tank, highlights how both consumers and industry practitioners perceive advertising’s role in society and was released to coincide with the AA’s annual LEAD summit last week. The findings are based on responses from a nationally representative sample of 1,000 people, plus individual interviews with smaller groups, as well as a poll of 105 advertising industry executives. Encouragingly, following a difficult year of damaging headlines about brand safety and data privacy abuses, the AA/Credos report found that people in the UK are “relatively positive” about advertising’s impact on society.

Spotlight

Relevance isn’t just a subjective concept any more—it’s an actual measurable element across many advertising platforms. Google has, for many years, calculated a Quality Score to determine when and at what cost they display search ads. More recently, Facebook has exposed its relevance score measurement for each ad, which takes early performance into account against objectives and specific audiences.


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Yieldmo and Adform Enter Strategic Partnership to Help Brands and Agencies Unlock Value without Cookies

Yieldmo, Adform | June 20, 2022

Yieldmo, a leading advertising technology company that operates a Smart Exchange for buyers and sellers, today announced its partnership with Adform, the only global, independent, and fully integrated advertising platform built for modern marketing, working with 25,000+ brands and with deep advertiser and agency relationships across Europe. The partnership reflects Yieldmo’s continuing international expansion, particularly increasing its reach in Europe. Adform continues to lead the market with its ID Fusion solution, helping its clients manage the transition to first party. Through this partnership, Adform will be able to expand its offering to advertisers and agencies through the rich contextual offering that Yieldmo’s exchange brings. Yieldmo’s Smart Exchange continuously maximises value for advertisers and publishers in real-time through proprietary data, machine learning, and curation (without relying on cookies or other user authentication). This partnership will help brands and agencies unlock value, match inventory to the goals of their campaigns, and deliver outstanding results. “We are incredibly excited to be partnering with Adform, a leading business with a very strong heritage in the European region, as well as a growing client base in the US, making them a strong new development partner globally. This is particularly important for us as we continue our rapid international expansion into European markets and beyond,” said John Tigg, GM International at Yieldmo. “We are incredibly excited to be partnering with Adform, a leading business with a very strong heritage in the European region, as well as a growing client base in the US, making them a strong new development partner globally. This is particularly important for us as we continue our rapid international expansion into European markets and beyond,” said John Tigg, GM International at Yieldmo. "Through our strategic partnership, Yieldmo and Adform’s complementary technologies will help deliver brand-safe, privacy-first, and cost-effective advertising opportunities for advertisers globally.” “We are committed to holistic ID solutions that bring together a range of approaches for our clients. Smart contextual is clearly one such approach with huge promise, alongside first party solutions, for example. Yieldmo has highly unique technology that can facilitate results for advertisers and publishers alike” Julian Baring, SVP Business Development at Adform said. About Yieldmo Yieldmo is an advertising technology company that operates a smart exchange that differentiates and enhances the value of ad inventory for buyers and sellers. As a leader in attention & contextual analytics, real-time technology, and digital formats, we create, measure, model, and optimize campaigns for unmatched scale and performance. By understanding how each unique impression behaves and looking for patterns and performance in real-time, we can drive real performance gains without relying on audience data. About Adform Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.

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Roku Unveils a Better TV Advertising Experience at First In-Person NewFront

Roku, Inc. | May 04, 2022

Roku, Inc. (Nasdaq: ROKU) today hosted its first in-person IAB NewFront at the Chelsea Factory in New York City. As America’s #1 TV streaming platform* with 61.3 million active accounts as of Q1 2022, Roku revealed new advertising solutions to create a better TV advertising experience for marketers in the streaming decade. For the first time ever in Q1 2022, TV streaming devices surpassed legacy pay-TV in weekly reach among adults 18-49 in the U.S., according to Nielsen. To help marketers accelerate their shift to TV streaming in this Upfront, Roku announced innovation across The Roku Channel, Roku Brand Studio, and OneView. “Our mission is to create a better TV streaming experience for everyone,” said Alison Levin, Vice President, Ad Revenue & Marketing Solutions, Roku. “Marketers turn to Roku for data, commerce, and measurement tools that they can’t get anywhere else to accelerate the shift of ad dollars to TV streaming. This upfront, TV starts here.” Roku’s NewFront presentation highlights include: The Roku Channel The Roku Channel is the home of free and premium entertainment on the Roku platform, creating a better TV viewing experience. The Roku Channel was a top 5 channel on the Roku platform in the U.S. by active account reach and streaming hour engagement in Q1 2022. Roku unveiled new Roku Originals with portfolio strength across Drama & Comedy, Lifestyle, and Reality & Competition. Renewed titles include “Die Harter,” starring Kevin Hart, “Most Dangerous Game: New York,” starring David Castañeda and Christoph Waltz, “Children Ruin Everything,” starring Meaghan Rath and Aaron Abrams, and “Chrissy’s Court," starring Chrissy and Pepper Teigen. New titles include “WEIRD: The Al Yankovic Story,” starring Daniel Radcliffe and Evan Rachel Wood, “SLIP,” starring Zoe Lister-Jones, “The Great American Baking Show,” starring Paul Hollywood and Prue Leith, “Honest Renovations,” starring Jessica Alba and Lizzy Mathis, new lifestyle shows starring Martha Stewart, Emeril Lagasse, Christopher Kimball, and more. Roku Brand Studio The award-winning Roku Brand Studio creates a better TV storytelling experience for marketers by going beyond the traditional TV spot. Roku announced: “The Short List,” in partnership with Reese Witherspoon’s Hello Sunshine, will bring brands into 12 short-form films across four genres – Drama, Comedy, Documentary, and Animation – all created by the most promising and diverse new minds in entertainment. “Roku Recommends” will return for a second season on The Roku Channel in September. Roku also revealed an exclusive partnership with Variety to share the Top-10 Roku searches each month. Weekly Shows help viewers find the best in streaming from pop culture (“The Pop-Off"), social media trends (“In Case You Missed It”), and fun DIY projects (“Live and Let DIY”). OneView OneView, the ad platform built for TV streaming, creates a better TV advertising experience for thousands of marketers. Roku announced: Roku announced a new program for retailers to pair shoppable ads with Roku Pay to make it simple to sell the products right from ads on the TV screen. Microsoft Audience Insights: An industry-first collaboration with Microsoft to explore how TV advertising - both linear and streaming - impacts online searches. Recent launches of Dynamic Linear Ads, Roku’s Advertising Watermark, Roku’s clean room, and an expanded measurement partner program with Marketing Mix Modeling. Celebrity hosts Maria Menounos and Andrew “Hawk” Hawkins from “Roku Recommends” emceed Roku’s NewFront, with special in-person appearances from Daniel Radcliffe, David Castañeda, Meaghan Rath, Aaron Abrams, Chrissy and Pepper Teigen, Kevin O’Connor, Martha Stewart, Emeril Lagasse, Christopher Kimball, Lizzy Mathis, and more. To learn more about Roku’s NewFront presentation, visit https://advertising.roku.com/tv-starts-here-2022. *America’s No. 1 TV streaming platform is based on hours streamed according to Hypothesis Group, October 2021 About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A. This press release contains "forward-looking" statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties, and other factors that may cause our actual results, performance, or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to the timing, availability, and benefits of content on the Roku Channel and the Roku platform; trends related to TV streaming; the features and benefits of the OneView ad platform; and the features, benefits, growth, and reach of The Roku Channel and the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2021 and our Quarterly Report on Form 10-Q for the quarter ended March 31, 2022. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

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MGID Launches Creative Safety Rankings in US to Improve Ad Quality

MGID | April 26, 2022

MGID, the global advertising platform, has launched Creative Safety Rankings across its US network to confirm its commitment to thoughtful, ethical advertising, by ensuring quality ad content that is brand safe and enhances the user experience. Safety Rankings is designed to provide advertisers with clear objective guidelines to publisher’s expectations as it relates to user experience, allowing for a smooth ad-delivery, while protecting and preserving publisher brand and customer loyalty. For publishers, the rating system, which has already been successfully implemented across part of MGID’s network, enables offering the best personalized experience for their readers. Paired with MGID’s new pre-moderation dashboard, premium publishers have full control over potential ad content misalignment by determining their safety threshold and filtering appropriate demand types to properly represent the expectations of their users, and their brands values. “We are constantly re-evaluating and enhancing our solutions and processes to ensure our product does not only support ethical advertising, but provides effective and flexible tools to both supply and demand sides to continue improving the ecosystem,” said Michael Korsunsky, CEO, North America at MGID. “We are constantly re-evaluating and enhancing our solutions and processes to ensure our product does not only support ethical advertising, but provides effective and flexible tools to both supply and demand sides to continue improving the ecosystem,” said Michael Korsunsky, CEO, North America at MGID. About MGID MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences. Every month, MGID reaches 900 million unique readers, with 200 billion ad impressions, across 25 thousand trusted publishers. For more information, please visit: www.mgid.com

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Google’s AI advertising revolution: More privacy, but problems remain

Google | March 16, 2021

In March 2021, Google announced that it was ending support for third-party cookies, and moving to “a more privacy first web.” Even though the move was expected within the industry and by academics, there is still confusion about the new model, and cynicism about whether it truly constitutes the kind of revolution in online privacy that Google claims. To assess this, we need to understand this new model and what is changing. The current advertising technology (adtech) approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns. Recent advances have allowed digital advertisers to use deep learning, a form of artificial intelligence (AI) wherein humans do not set the parameters. Although more powerful, this is still consistent with the old model, relying on collecting and storing our data to train models and make predictions. Google’s plans go further still.

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Spotlight

Relevance isn’t just a subjective concept any more—it’s an actual measurable element across many advertising platforms. Google has, for many years, calculated a Quality Score to determine when and at what cost they display search ads. More recently, Facebook has exposed its relevance score measurement for each ad, which takes early performance into account against objectives and specific audiences.

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