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Colling Media Helps Solve the Advertising Attribution Riddle with Google's New Attribution Beta Program

Colling Media | February 16, 2021

Phoenix-based advertising and marketing firm Colling Media uses Google's recently released Attribution Beta program to help clients assign credit for digital advertising conversions when consumers interact with multiple marketing tactics and channels.

Attribution is an attempt to assign credit for various advertising and marketing tactics. Solving this problem can be challenging. For example, a consumer sees an ad on a website, fills out a form on Facebook, hears a radio commercial, views a digital billboard, and then purchases a product or service. Which ad should receive the most credit for driving the consumer to action? There are several ways to assign and determine attribution, and Google's new Attribution Beta is another attempt to help decide which tactic or tactics are most responsible for consumer conversion.

"Every brand marketer wants to know which advertising tactics and channels are working best," says Brian Colling, CEO of Colling Media. "That's why attribution is so important. Understanding which ads are performing best and why helps fine-tune advertising campaigns and allocate resources effectively."

Daniel Chen, Colling Media's Marketing and Analytics Manager says, "Assessing and proving attribution can be messy and technical. A combination of ads on different platforms causes a consumer to act and tracking consumer behavior accurately through the buying journey is challenging. Google's Attribution Beta is a welcome addition to the tools and methods we use for optimal attribution, whether it's rule-based or data-driven. Even with Google's new Attribution tool, getting a complete picture of consumer behavior requires additional tactics, including the entire purchase path, and organic/paid impressions to online/offline sales."

Based in Phoenix, AZ, Colling Media is a full-service national digital advertising and marketing agency specializing in advertising branding and strategy, digital and traditional advertising, media buying, paid search, lead generation, content marketing, and SEO.

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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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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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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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Aniview Renews Partnership with HUMAN to Continue Safeguarding Its Video Ad Platform From Sophisticated Bot Attacks

Aniview, HUMAN | March 09, 2022

Aniview (https://www.aniview.com/), a global video technology company playing a central role in delivering digital advertising for publishers, and HUMAN (https://www.humansecurity.com/) Security Inc., a global leader in collective protection against sophisticated bot attacks and fraud, renew their partnership to help Aniview protect its customers’ inventory from sophisticated automated cybersecurity risks. This further strengthens the two companies’ partnership, empowering publishers and advertising networks on the Aniview platform continued access to HUMAN’s MediaGuard advertising fraud product. Twenty-twenty-one was a tumultuous year (https://www.securitymagazine.com/articles/96496-ddos-attacks-and-botnets-in-2021-mozi-takedowns-and-high-frequency-attacks-reshape-the-threat-landscape) for botnet attacks, with PARETO (https://www.humansecurity.com/newsroom/human-formerly-white-ops-together-with-newly-formed-human-collective-and-industry-leaders-google-roku-announces-discovery-and-disruption-of-pareto-ctv-botnet), a highly sophisticated fraud operation, amassing an army of nearly one million bots to target CTV ad-ecosystems via mobile apps. The botnet used dozens of mobile apps to impersonate or spoof more than 6,000 CTV apps, accounting for an average of 650 million ad requests every day. PARETO used sophisticated techniques to hide its identity across the ecosystem, but was ultimately discovered and disrupted by HUMAN and the Human Collective in April 2021. By renewing its partnership with HUMAN, Aniview is able to successfully identify and further eliminate threats of this nature from within its platform. The successful exposure of PARETO was enabled by Aniview’s dedicated approach to implementing HUMAN’s guidance, including adopting all industry anti-fraud standards across their platform and installing a dedicated quality leader. It has also better prepared Aniview and its customers for further cybersecurity challenges for the road ahead, placing it on stronger footing for the next generation of ad fraud attacks from bad actors. “We’re incredibly pleased to continue our successful relationship with HUMAN,” says Alon Carmel, CEO of Aniview. “We’re incredibly pleased to continue our successful relationship with HUMAN,” says Alon Carmel, CEO of Aniview. “The unearthing of PARETO was a great indicator of the work we’ve achieved together in mitigating such attacks, and our partnership will no doubt mature even further in the coming years.” “Aniview has demonstrated how best to be successful in the wake of an ever-evolving digital ad fraud adversary,” says Alessandro Pireno, Vice President of Product for MediaGuard at HUMAN. “Their approach in light of the PARETO takedown is a blueprint for how the industry needs to collaborate in the fight against ad fraud. They were decisive and dedicated while leveraging the collective knowledge in adopting industry standards to defeat this sophisticated threat.“ Today, HUMAN verifies the humanity of more than 15 trillion digital interactions per week, offering enterprises a platform with unmatched visibility into fraudulent activity across the internet. HUMAN achieves this scale through its continued expansion in cybersecurity, now offering a suite of products to protect the complete digital customer journey: BotGuard for Applications, BotGuard for Growth Marketing, MediaGuard, Bot Insights Services. With new partners and enterprises now able to leverage the Human Verification Engine™, comes an even deeper understanding of the cybercrime landscape. This enables HUMAN to adapt continuously, staying ahead of adversaries and offering their clients collective protection against threat models they have yet to encounter. HUMAN and MediaGuard are registered trademarks of HUMAN Security, Inc. About Aniview Aniview is a global video technology company whose platform is playing an increasingly central role in delivering efficient and effective video advertising across the open web. The company’s end-to-end solutions are highly flexible and transparent, and they operate on desktop, mobile, inApp, connected TV and over-the-top formats. Aniview’s patented video player technology, high-performance ad server and video marketplace provide flawless video delivery to over 200,000 publishers worldwide and power many of the world’s largest web publishing groups. Founded in 2013, Aniview now delivers, on average, 25 billion ad impressions per month. For more information, visit https://www.Aniview.com. About HUMAN HUMAN is a cybersecurity company that safeguards enterprises and internet platforms from sophisticated bot attacks and fraud to keep digital experiences human. Our modern defense strategy enables internet-class scale and observability, superior detection techniques and hacker intelligence & takedowns empowering us to defeat your attackers, improving the digital experience for real humans. Today we verify the humanity of more than 15 trillion interactions per week for some of the largest companies and internet platforms. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.

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