Amplifyer, Chalice Partnership Provides Customized Algorithms for Ad Agencies Creating Enterprise Value

Amplifyer | June 29, 2020

Amplifyer, the company that connects Fortune 1000 marketers with the world's most innovative start-ups, and Chalice, a new venture that develops and deploys bespoke algorithms for leading brands, today announced a partnership that provides advertisers with a differentiated programmatic strategy rooted in growing market share, gaining competitive advantage and creating enterprise value. "Moving algorithmic optimization in-house provides brands with a chance to pull away from competitors that are still using commoditized tech stacks, and capture more value as machine learning and AI improve," said Adam Heimlich, co-founder and CEO of Chalice. "Amplifyer is the ideal partner to bring our technology to market at scale in thoughtful ways that map back to real customer needs." Prior to launching Chalice, Heimlich built HX, the programmatic desk at Horizon from zero to $100 million in revenue. He previously led Search and Performance Marketing at Razorfish. Ali Manning, Chalice's COO, led Google's Strategy and Operations for their brand ads business. She also owned operations for Snapchat's global ads business. "Custom algorithm service is a craft," said Manning. "Chalice's custom algorithms allow marketers to artfully aim the power of data and machine learning toward their unique business challenges, in better alignment with tailored strategy and creative."

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Qchain is an blockchain-powered digital marketing, advertising, and analytics platform. Our direct buy native advertising and sponsored content collaborative sales platform and marketplace is our flagship application under development, which aims to disrupt the presently inefficient process of sponsored content transactions that advertisers and content publishers typically engage in.


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Mobile Campaigns in India Deliver Stronger Results in H1 2021, According to IAS Media Quality Report

Integral Ad Science | October 19, 2021

Brand risk and ad fraud rates in India ranked below the global average Viewability on mobile environments increased in India MUMBAI, 19 October 2021: Today, Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, released its Media Quality Report (MQR) for H1 2021, providing transparency into the performance and quality of Indian digital media, alongside global comparisons. The latest MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and in-app advertising. Mobile campaigns in India post lower brand risks than display Brand risk worldwide was lower across all formats and environments in H1 2021, an indicator of brands’ increased efforts to optimise ad placements toward contextually relevant content. The overall brand risk dropped below 4% across all formats and environments. In India, display was one of the safest environments for advertisers, with desktop display brand risk at 0.8%, down by 1.4 percentage points (pp). Mobile web display brand risk fell from 2.6% to 1.8%, while the worldwide average was 2.6%. Programmatic desktop and mobile web display inventory showed higher brand risk in India than publisher direct at 1.8% and 3.5%, respectively. This data suggests the market is actively using solutions to protect brand reputation and place its ads in suitable environments. Viewability on mobile environments increased in India Mobile campaigns in India had more viewable impressions in H1 2021. Viewability on mobile web display increased by 1 percentage point to 58.9% in H1 2021, while viewability on mobile in-app display increased from 51.3% to 54.1%. Global display viewability was down 2.4 percentage points on desktop and 3.3pp on mobile web year-over-year, reaching 69.5% and 64.3%, respectively. The worldwide reductions were driven by drops across Asia-Pacific, with India registering a 7.2 percentage point drop to post 54.9% viewability in desktop environments. In India, desktop and mobile display environments showed significantly higher viewability rates in programmatically traded inventory than publisher direct. Connected TV (CTV) remained the most viewable format overall, averaging 93.2% worldwide in H1 2021. Ad fraud rates decrease in desktop and mobile web display in India Both desktop and mobile web display had a marginal decrease in optimised ad fraud rates to reach 0.9% and 0.2%, respectively, in H1 2021. The worldwide non-optimised fraud rate for desktop display was 9.4% and 5.5% on mobile web display, clearly indicating that fraud mitigation strategies can reduce risks and reduce ad wastage. Saurabh Khattar, Commercial Lead India, IAS, said, “Mobile advertising has gained strong traction among Indian advertisers as consumers continue to spend more time engaging with content on mobile. According to a report by App Annie, average smartphone usage is about 4.6 hours a day in India, which stands third in global rankings after Indonesia and Brazil. As spending increases on mobile, media quality challenges may arise such as ad fraud, unsafe brand environments, and unviewable inventory. With the upcoming festival buying period, advertisers are well-advised to work with third-party verification companies to help protect their campaigns from ad fraud, brand risks, and lower viewability to maximise engagement and ROI”. 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. For more information, visit integralads.com.

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CMO STRATEGY

ironSource Launches Luna Search Ads in General Availability

ironSource | April 18, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today announced the general availability of Luna Search Ads, allowing app marketers to better create, manage and optimize campaigns on Apple Search Ads. Previously in closed beta, the product allows app marketers to automate and streamline campaign creation, keyword management and discovery, and data analysis, as well as providing automated optimization for Apple Search Ads - all from within the same platform where they manage campaigns on other channels. “Luna allows app marketers to execute and control the app marketing cycle from one place for the first time,” explained Peli Beeri, ironSource Luna GM. “Now with the addition of Luna Search Ads, marketers can optimize their campaigns on Apple Search Ads, while utilizing the cross-channel app marketing capabilities of ironSource Luna. We believe that this will assist marketers to significantly reduce costs and overhead by enabling them to manage all of their media spend from one platform, connect post-install return-on-ad-spend (ROAS) metrics from their different marketing channels and drive incremental growth across channels.” There’s been a significant increase in spend in Apple Search Ads, highlighting the critical need for sophisticated tools that support the effective management of this channel. By centralizing tools for optimizing Apple Search campaigns within the larger Luna offering, ironSource also allows app marketers to compare campaign performance on other app store search channels like Google’s Play Store, providing additional insights to drive scale and discoverability of their app. “Luna’s Apple Search Ads tool has been a great asset for our global expansion,” said Andrew Bolich, User Acquisition Analyst at Playstudios. “The platform helped streamline our campaign launches, keyword management tasks and performance management activities, and we subsequently succeeded in scaling up to our highest Apple Search Ads spend to date.” ironSource has invested heavily in supporting app developers within the Apple ecosystem, becoming the first platform to support Custom Product Pages, allowing developers to create multiple, targeted versions of an App Store product page. This unique product will now also be supported in Luna’s Search Ads, creating a powerful combination of keyword targeting and a custom product page user journey. This provides a huge potential for app growth and profitability. “We believe our cross-channel marketing software provides a key differentiator in the market, allowing us to provide app-based businesses with sophisticated technology to manage their marketing across every major channel, in the same way we’ve been enabling them to maximize revenue with our cross-channel monetization solution,” added Omer Kaplan, CRO and co-founder of ironSource. “We believe our cross-channel marketing software provides a key differentiator in the market, allowing us to provide app-based businesses with sophisticated technology to manage their marketing across every major channel, in the same way we’ve been enabling them to maximize revenue with our cross-channel monetization solution,” added Omer Kaplan, CRO and co-founder of ironSource. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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AD NETWORKS

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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ADVERTISER PLATFORMS

MetaGod Announces the Launch of Its Gamefi and Metaverse Platform

MetaGod | February 10, 2022

MetaGod, the London-based start-up, has announced the launch of its Gamefi and metaverse platform whereby it develops a complete ecosystem with a digitally rendered 3D virtual reality-based metaverse. It offers users the sole authority to create, build, and control their own metaverse focused on gamification, social interaction, entertainment, and play-to-earn. Since the last few years, the world has been witnessing an internet evolution greater than the innovations from the DotCom era or Social Media era, or perhaps even more significant than the internet itself. The internet is evolving to a stage that is more immersive, intuitive, and one-step closer to completely immersive virtual reality experiences. Online video games, console games, and mobile games have billions of downloads and continue to emerge as one of the most prevalent media forms in our society. This is leading towards a dedicated economy for play-to-earn blockchain games, which is growing at an exponential rate. In this new world of professional gaming and Esports, play-to-earn NFT games have been leading the charge in the fast-rising industry and new investments. MetaGod is poised to tap on this opportunity by creating a complete ecosystem around Metaverse and Gamefi. Deployed on Binance Smart Chain Network, this ecosystem will have a metaverse, with its first game based on the card game Monopoly that promises unlimited hours of gameplay fun while subsequently allowing players to earn in many ways. Emma Quinn, the CEO of MetaGod says, "MetaGod offers a metaverse and blockchain-based ecosystem, not just a single product or a game offering. The ecosystem consists of NFT based God Avatar Characters, Gamefi based play to earn offerings, a metaverse whereby users can play and immerse themselves like real world, game development and publication modules, Socializing Platform, Voting protocol for democratized governance and a dedicated marketplace for trading of NFT assets." METAGOD Gameplay As mentioned earlier, the MetaGod metaverse features a complete ecosystem, not just a game. In this regard, the ecosystem will feature an SDK whereby publishers can deploy all sorts of games whereby a player can participate, play and create lucrative income while enjoying the fun play.

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Qchain is an blockchain-powered digital marketing, advertising, and analytics platform. Our direct buy native advertising and sponsored content collaborative sales platform and marketplace is our flagship application under development, which aims to disrupt the presently inefficient process of sponsored content transactions that advertisers and content publishers typically engage in.

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