Escalated.io Launches Anti-Malvertising Service to Block Malicious Ads immediately

Escalated.io | July 27, 2020

Escalated.io (https://escalated.io/anti-malvertising.html) recently announced the launch of its latest subscription-based software solution intended to stop malicious online ads (malvertising). Malvertising is an insidious practice that delivers damaging digital payloads to end users, and has long been a problem for any company that touches advertising such as publishers, DSPs, SSPs, networks, and exchanges. Malvertising can result in reputation damage, rob companies of revenue-generating opportunities, sever the user experience, and taints the overall client-company relationship. The new anti-malvertising solution from Escalated is available now, and comes with a no obligation, seven-day free trial. "Malvertising is an absolutely massive problem felt by every player in ad tech at this point," said Kyle Smith, Escalated CEO. "It's extremely damaging to companies, and is notoriously difficult to detect and fight. These attacks are usually targeted by geo, device, browser, or app; and often limited to an obscure time slot, predetermined by the malvertiser. The attacks are perfectly camouflaged because malvertisers pretend to be real advertisers, and they know exactly what they're doing. But so do we. Escalated's technology works post-auction, which means that the ad will render, and payment is collected from the malvertiser. However, the attack-ad is ultimately blocked. Our software keeps companies safe, without removing their ad revenue." Escalated provides a single-pixel solution that blocks malicious ads as they happen, while offering transparent reporting that pinpoints and identifies the culprit. Companies can collect ad payments while simultaneously denying bad actors the opportunity to steal revenue – all with the deployment of one simple pixel. The software protection is perfect for publishers, DSPs, SSPs, ad networks, ad servers, exchanges, and trading desks.

Spotlight

Madison Logic is excited to announce a bi-directional integration with Oracle Eloqua, combining best-in-class lead and campaign management skills with Madison Logic’s global reach and advanced targeting. Now Oracle Marketing Automation users are able to align their messaging and targeting throughout the funnel to accelerate their buyer’s journey.


Other News
BRAND MARKETING

MiQ's YouTube and TV Analytics Capability Officially Lands in the UK

MiQ | May 19, 2022

MiQ, the leading global programmatic media partner, has launched its ground-breaking analytics and measurement capability for cross-channel YouTube and TV campaigns in the UK. The innovative solution bridges the gap between the two channels. By connecting these often-disparate datasets, brands are empowered to reach nearly 100% of their target viewers on YouTube and measure reach deterministically across these channels – all in a cost-efficient and privacy compliant way. As TV consumption makes its dramatic shift towards digital, traditional peak time has been redefined, and brands are struggling to both determine and reach their audience. With MiQ, they can now unlock a previously untapped portion of their audience. Whether it is delivered via linear, broadcast, or connected devices like games consoles, this first-of-its-kind solution gives customers better visibility over demographic and geographic representation of UK TV viewers and helps marketers bring together traditional and digital media. Instead of market level or panel data sets, MiQ provides data at an impression- and household level that complements any digital properties clients are working with. This offers vital insights, helping marketers determine what the media plan should be as well as how to reach underexposed audiences among TV viewers. The solution leverages smart television and automatic content recognition data from Samba TV, and YouTube analytics data from Pixability. Samba TV's delivery-agnostic TV viewership data combines with MiQ's experience to connect vast, unconnected datasets and apply data science for media planning, programmatic activation and measurement. This follows the launch of successful partnerships between the two firms in Australia, Canada and the US. Already, a major UK pizza delivery chain gained a 20% incremental household reach on YouTube using MiQ's cross-channel planning capability. And, of the campaigns to date, MiQ's UK clients have seen a 2-5% uplift in their campaigns with this solution. "Peak time, as we know it, is over, As UK viewers continue to shift towards new formats and channels, marketers and advertisers need solutions that will help them connect campaigns and bring linear TV into the programmatic future." Pierre de Lannoy, UK Strategy Director, MiQ "This capability gives an amazing opportunity to achieve incremental reach to TV campaigns on other channels, including YouTube," added Dave Carpenter, Head of Digital, Goodstuff Communications, and one of MiQ's product focus group members. "Ultimately, we are breaking the silos between traditional channels and digital, bringing them together with amazing results." About MiQ We're MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business problem-solving things for our clients. We're experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you're always spending your media investments on the right things in the right places.

Read More

ADVERTISER PLATFORMS

Rakuten Advertising Expands Influencer Management Capabilities with Mavrck Partnership

Rakuten Advertising | June 30, 2022

Rakuten Advertising is partnering with leading influencer marketing platform, Mavrck, to expand its influencer marketing services and create holistic program oversight, optimization and measurement for its affiliate advertisers. This partnership will seamlessly incorporate influencer marketing into Rakuten Advertising's managed affiliate campaign strategies and positions Rakuten Advertising to introduce a fully integrated self-service influencer solution. Brands managing large-scale and targeted influencer campaigns with Rakuten Advertising will benefit from more sophisticated influencer discovery and curation, with streamlined onboarding, communication and reporting tools. A central dashboard will offer a complete view of their affiliate and influencer campaigns, empowering brands with a holistic vision of their full-funnel affiliate marketing strategy. "Influencers have become more essential than ever, as brands seek to drive consideration and purchase activity through their Affiliate Marketing strategies, Partnering with an industry leader like Mavrck expands and enhances our influencer management capabilities and empowers brands to achieve their goals from awareness to activation, while delivering breakthrough performance objectives and results." -Jeff Wender, CRO, Rakuten Advertising. The partnership with Mavrck is Rakuten Advertising's latest and most significant move towards delivering a differentiated suite of influencer marketing solutions that will create the integration, insight and control brands need to succeed. More than 5,000 marketing professionals at more than 500 global consumer brands rely on Mavrck's technology to more effectively access and manage relationships with content creators. Since 2014, Mavrck has activated more than 3 million creators and paid more than $200 million in incentives. "Rakuten Advertising is a proven leader and innovator in the affiliate marketing industry, and we are excited to launch this partnership with them, Affiliate marketing is a leading monetization strategy for creators, and by partnering with Rakuten, we can improve our offering while expanding our reach, diversifying our insights and advancing measurement and sales attribution. Together, we are strongly positioned to drive better business outcomes for both brands and creators with affiliate marketing." -Lyle Stevens, CEO and Co-Founder of Mavrck. About Rakuten Advertising- Rakuten Advertising connects leading agencies, brands, and publishers to active and engaged consumers around the world. With access to Rakuten's diverse media properties and audiences, combined with an award-winning performance network and proprietary consumer research, Rakuten Advertising creates the right conditions to reach new customers and sustain long-lasting loyalty. Its foundation of advanced technology, data and strategic services positions Rakuten Advertising to offer a differentiated suite of marketing and advertising solutions while continually pushing the industry forward. It is a division of Rakuten Group, Inc. (4755: TOKYO), one of the world's leading Internet service companies. The company is headquartered in San Mateo, CA, with offices throughout EMEA, APAC, LATAM and North America. Learn more at www.RakutenAdvertising.com. About Mavrck- Mavrck is the all-in-one, advanced influencer marketing platform enabling global consumer brands to harness the power of social proof that consumers trust today. Marketers use Mavrck to discover and collaborate with influencers, advocates, referrers, and loyalists to create trusted content and insights for customer journey touchpoints at scale. Using its self-service influencer manager, Mavrck allows marketers to take an automated and performance-based approach to influencer marketing.

Read More

ADVERTISER PLATFORMS

Go Addressable Launches Unified Industry Guidelines for Addressable Advertising

Go Addressable | June 02, 2022

Go Addressable, an industry initiative launched by television distributors to advance addressable advertising, today introduces a set of common industry guidelines – spanning addressable types, creative format, creative length and more – to facilitate and accelerate addressable advertising’s scale, enablement and adoption. The goal of the guidelines is to inform and allow for appropriate agency planning and expectations of campaign launch schedules, and to drive confidence through efficiency and consistency in processes and implementation. They are outlined in detail at GoAddressable.com. Go Addressable is an industry initiative formed by Altice USA, Charter Communications’ Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media, Frontier and VIZIO to help maximize the scale, impact and value of TV as a marketing platform. Founded in 2021, Go Addressable provides thought leadership, education and advocacy around the topic. Today’s announcement marks a milestone in one of the initiative’s stated goals to provide clear steps for all advertisers interested in buying addressable advertising. It also comes as the addressable TV advertising landscape is expected to grow to U.S. $7.5 billion dollars globally in 2022, per a Deloitte Global study. Addressability, too, was a key theme during this year’s upfronts. “We’re at an important time in the trajectory and future of addressable TV advertising, and we’re excited to be one of the inaugural Go Addressable agency forum participants,” said Michael Piner, EVP Advanced Media, Mediahub Worldwide. “Addressable TV advertising is a fast-growing and promising new frontier in media. Yet, we’ve lacked an industry group to help simplify the addressable activation as well as chart a course for future progress and innovation. We’re happy to be working with Go Addressable to help pioneer that course.” To ensure that it is working to address the needs of the industry, Go Addressable today also introduced two committees, one comprised of agencies and the other consisting of programmers. Both committees will meet twice a year and will include advertising companies and programmers from across the industry. “While addressable has been around for 10 years, it’s still in its early stages, and because of that, many providers are using different criteria and guidelines to deploy it,” said Matt Van Houten, SVP, Product, Operations and Business Development, DIRECTV Advertising. “While addressable has been around for 10 years, it’s still in its early stages, and because of that, many providers are using different criteria and guidelines to deploy it,” said Matt Van Houten, SVP, Product, Operations and Business Development, DIRECTV Advertising. “This has caused unnecessary complication and friction in the process. With the unveiling of our easily accessible industry guidelines, all advertisers can be comfortable with the medium, knowing these guidelines are supported by many of the distributors operating in the space. And this is exactly why Go Addressable was created. By working together, we are providing more paths to acceleration for the medium.” Below is a summary of the aforementioned guidelines: Addressable Types: Go Addressable identified two naming conventions that are consistent with how buyers deliver addressable campaigns, using aggregated data and with a commitment to protecting personal information: Audience addressable refers to the ability to dynamically deliver various advertisers’ advertisements targeted to different audiences in different homes all watching the same network at the same time. Creative versioning describes offering the ability to deliver different creative messages to different audiences (households) within the same spot for a single advertiser. Creative Format: The group identified that a creative format meeting the criteria below can now be deployed and used by all programmers and distributors, removing friction, costs and timing from the process. The guidelines are as follows: Stream Type: MPEG-2 Audio Type: MPEG1 Layer 2 Frame Rate: 1080i Width/ height: 1920 x 1080 Creative Length: Go Addressable members each support standard 30-second creative length for addressable advertising, with the goal of simplifying implementation of addressable campaigns. Cap & Edit: Distributors each have an established process to ensure that ads delivered addressably have a chance to be seen and are not being inserted or counted when the TV is off or when/if viewers are no longer watching. Data Match Vendors: Go Addressable has identified three vendors for onboarding audience segments from buyers that currently work across operators: LiveRamp, Experian and Epsilon. Additional vendors may be announced in the future. Attribution Vendors: Go Addressable also has identified three companies that currently provide attribution studies for buyers across operators: LiveRamp, Experian and Neustar. Additional vendors may be added in the future. Campaign Execution Timeline: Go Addressable has established a timeline for launching and/or reporting on a campaign to provide consistency to buyers and programmers when planning and activating campaigns. The process spans the early planning stages all the way to attribution. “Consistency is critical in advertising and is something that previously hasn’t existed for addressable campaigns, which are often executed across multiple operators. The industry guidelines created by Go Addressable give programmers a roadmap and guidelines that can be utilized when activating addressable campaigns across a national footprint. There is a lot of exciting work happening and we look forward to participating in the programmer council as we continue to scale our already robust addressable TV advertising capabilities for our clients,” said Julian Zilberbrand, EVP, Advanced Media, Paramount. About Go Addressable Go Addressable is an industry inclusive initiative led by TV distribution companies to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit www.goaddressable.com.

Read More

AD NETWORKS

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.

Read More

Spotlight

Madison Logic is excited to announce a bi-directional integration with Oracle Eloqua, combining best-in-class lead and campaign management skills with Madison Logic’s global reach and advanced targeting. Now Oracle Marketing Automation users are able to align their messaging and targeting throughout the funnel to accelerate their buyer’s journey.

Resources