Programmatic Advertising, Advertiser Platforms
PR Newswire | July 04, 2023
Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today launched the inaugural Top Developer Rankings for CTV across Roku and Amazon Fire TV. The report ranks the world's Connected TV (CTV) app developers, bringing transparency to the programmatic advertising ecosystem.
Pixalate's Top Developer Rankings build on the Publisher Trust Index, which provides ratings for individual CTV apps that support programmatic advertising. These rankings are based on multiple factors, including invalid traffic (IVT), popularity, ad density, and engagement scores.
Often in programmatic advertising, buyers and sellers partner with app developers rather than individual apps. The new Top Developer Rankings provides an aggregated analysis of a developer's portfolio of apps, aiding ad tech companies in their advertising inventory partner evaluations.
Top 5 CTV App Developers in April 2023 (Roku, North America):
Fox News
Pluto Inc.
AT&T Services Inc.
A Parent Media Co. Inc.
Frndly TV
Download the full April 2023 Top CTV App Developer Rankings for Roku here. The full report contains the top Roku app developers across North America, EMEA, APAC, and LATAM as well as regional trends.
Top 5 CTV App Developers in April 2023 (Amazon Fire TV, North America):
Disney
Discovery Communications
fuboTV
Frndly TV
A+E Networks
Download the full April 2023 Top CTV App Developer Rankings for Amazon Fire TV here. The full report contains the top Roku app developers across North America, EMEA, APAC, and LATAM as well as regional trends.
About Pixalate
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
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Display Advertising, Ad Tech and Martech
Business Wire | July 03, 2023
AdAdapted, an advertising technology solution that helps brands get their products on consumer shopping lists and into retailer e-commerce carts, has added Southern Glazer’s Wine and Spirits’ (SGWS) DRAM Agency to its roster of specialized partners. DRAM is a leading provider of digital marketing consulting and services to wine and spirits suppliers looking to activate or accelerate their e-commerce strategies.
The partnership extends AdAdapted’s leadership in regulatory-compliant digital shoppable media for wine and spirits brands by leveraging DRAM’s experience in campaign management and e-commerce strategy development within the alcohol vertical. Additionally, the partnership provides DRAM with unprecedented access to AdAdapted’s first-party, pre-shop data for targeting and strategy development.
AdAdapted has unparalleled expertise in maintaining digital marketing regulatory compliance for Legal Drinking Age (LDA), Distilled Spirits Council (DISCUS) and Tied House Laws, while consistently generating Incremental Return on Ad Spend (iROAS) above industry benchmarks. As a result, AdAdapted is uniquely positioned to support DRAM clients with its game-changing solutions.
“We are thrilled to be working with such an impressive collection of dedicated, experienced client-focused talent and the exceptionally high-quality work DRAM is known for within the industry,” said Molly McFarland, co-founder and CRO, AdAdapted. “Over the past three years, AdAdapted has activated over 800 successful campaigns for wine and spirits companies, supporting both global and regional brands. Combining DRAM’s extensive industry expertise — and our recently launched multi-retailer, one-click e-commerce ad solution — we deliver 20x higher cart transfer rates than industry standard tactics.”
About AdAdapted
AdAdapted is an advertising technology solution that increases purchase intent and product trial of shoppers by reaching the right consumers at the right time to get brands onto shopping lists and into carts. The company offers several solutions to drive in-store and online sales leveraging digital shopping lists, display, eCommerce, video, keyword and other touchpoints for CPG brands, agencies and retailers. Media can be run through managed service, self-service, and SaaS platforms. With more than 110 million U.S. shoppers using mobile devices for their grocery lists, AdAdapted has built a distinct audience and ad offering that uses first-party shopping behavior and product preference-based targeting, providing the easiest, most efficient way to reach active verified shoppers — exactly when they decide what to buy.
About DRAM Agency
DRAM, an acronym for the Digital Revolution of Alcohol Marketing, was formed as an affiliated company by Southern Glazers in December of 2021 to provide digital marketing consulting and services to wine and spirits suppliers looking to activate or accelerate their eCommerce strategies. The agency brings a distinctive service offering to Southern Glazers’ suppliers to ensure they win at the digital point of purchase and grow sales and market share across e-retail channels. A renowned distributor of beverage alcohol, Southern Glazer’s is a multi-generational and family-owned firm that is ranked the largest wine and spirits distributor in the States. It currently operates in 44 states in the U.S, the District of Columbia, and Canada.
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Ad Networks
Business Wire | September 28, 2023
LiveRamp (NYSE: RAMP) and FreeWheel today announced that they have partnered to introduce a new solution that enables advertisers to buy a greater amount of addressable advertising inventory in the connected television sector.
This is a new global partnership. The core offering includes FreeWheel incorporating support for LiveRamp’s identifier, RampID, powered by LiveRamp’s Authenticated Traffic Solution publisher partners into FreeWheel’s TV platform. The result is a new capability that allows marketers to more accurately reach and target audiences in the fast-growing CTV space using first-party data and addressable advertising.
For marketers, one of the solution’s main benefits is the enhanced personalization capabilities in a soon-to-be-cookieless age.
This partnership utilizes two LiveRamp solutions, which work in tandem with FreeWheel’s technology:
LiveRamp’sAuthenticated Traffic Solutionconnects first-party user data with LiveRamp’s RampID to enable advertising on authenticated inventory in a privacy-centric manner. One of ATS’s key benefits is the ability to unlock addressable inventory without third-party identifiers, enabling the ecosystem to build and plan sustainably. RampID covers every touchpoint in a customer’s journey, enabling brands to generate better insights into exposures and conversions when using RampID to track impressions. RampID also unlocks further benefits for brands in the data collaboration space, including measuring media buys, and powering collaboration and insights with other brands.
With the support of ATS and RampID, FreeWheel’s integration will soon allow 85+ RampID-enabled demand side platforms to directly transact on LiveRamp’s pseudonymous, people-based identity. The integration enables brands to onboard their audiences into FreeWheel‘s TV platform and transact direct deals with premium CTV publishers. Brands can now leverage their first-party data in conjunction with LiveRamp’s RampID and activate on FreeWheel’s premium video supply. One key benefit is that every impression can now be measured, resulting in better measurement and ROI for marketers.
“Premium addressable CTV inventory is the new must-have for every advertiser,” said Travis Clinger, SVP, Activations and Addressability, LiveRamp. “FreeWheel’s integration to support LiveRamp’s addressability will power more accurate, people-based marketing across some of the world’s leading streaming publishers, enabling marketers to drive the business outcomes they need.”
With third-party identifiers such as the cookie on the decline, we teamed up with LiveRamp to create a new solution for marketers to reach and engage with relevant audiences, said Matt Clark, VP, Strategic Partnerships, FreeWheel.
“The end result is a much needed new offering that combines the strength of LiveRamp’s identity framework, FreeWheel’s expertise and scale in premium video, and the benefits of addressable advertising. We’ve designed, built, and are introducing this new solution with a focus and commitment to privacy, so that advertisers can get ahead of and succeed in today’s evolving media landscape.”
“We are pleased to extend our longtime ATS implementation into the ad-supported version of AMC+ coming this October and this important new inventory,” said Scott Keating, VP, Audience and Data Platforms, AMC Networks. “This capability will drive our leadership position in delivering addressability for our partners while extending scale of high-quality audiences rooted in authentication.”
“Paramount Advertising is steadfast in delivering the most advanced and flexible offerings for marketers to reach their target audiences across our leading portfolio of networks and streaming services,” said Todd Bender, SVP, Ad Platforms, Paramount. “LiveRamp has been a longstanding partner as a key member of the Paramount Identity Framework, and this partnership with FreeWheel will enable us to further enrich bid requests and unlock even more powerful opportunities for advertisers across our EyeQ footprint of more than 90 million full-episode viewers.”
Through this global partnership, FreeWheel and LiveRamp are bringing a privacy-focused solution to CTV publishers, enabling publishers to create audience-based targeting for buy-side platforms on authenticated publisher inventory. LiveRamp’s ATS is the standard for post-signal connectivity and leads the way in interoperability with Google Display & Video 360’s PAIR, The Trade Desk’s UID 2.0, and Publicis’s CORE ID. Publishers working with LiveRamp and FreeWheel will now be able to benefit from increased demand and CPMs on their ATS inventory.
This new industry solution will be available in market beginning in Q4 2023.
About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.
Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.
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Ad Networks, Advertiser Platforms
Business Wire | August 02, 2023
Today, Go Addressable, an industry initiative to advance addressable advertising, and Advertiser Perceptions released new findings that capture the latest growth, adoption, usage and trajectory for this medium.
One noteworthy finding from this latest round of research was the marked growth in the industry’s adoption and usage of this medium. Presently, 73% (or nearly three in four marketers) are using addressable TV, compared to 63% (or nearly two in three marketers) when the study was fielded this same time last year. This is a 16% increase.
“The big story behind these findings is growth,” said Dan Rosenfeld, SVP, Data Analytics & Insights, DIRECTV Advertising. “Two years into Go Addressable’s launch, we are excited to see that the needle behind adoption, usage and awareness of this medium has continued to move consistently. We take these findings to heart and remain committed to finding ways to further enhance, innovate and pioneer addressable advertising’s future.”
The study revealed positive momentum in other key areas:
Among those polled, nearly half (49%) had a combined linear and digital team planning addressable TV strategies for marketers.
The percentage of respondents citing “better measurement/proof of ROI” as a factor to consider when increasing or initiating addressable TV investments dropped from 50% to 43% in this latest study, suggesting that there has been more industry-wide education and awareness of how the medium works and its benefits over the past year.
The findings also yielded important insights when it comes to areas that need more improvement or focus. One example is the industry’s perception versus what is currently being done around attribution. Respondents, in particular, noted that they felt there is currently “inadequate attribution to prove the ROI of addressable TV advertising.” (Contrast that with the fact that Go Addressable currently works with the top 20 attribution vendors in market.)
“Addressable advertising has evolved tremendously in recent years, and clients find that using this method adds immediate value to their media plans,” said Jen Soch, Executive Director, Channel Solutions, GroupM. “Our clients need to know they can reach and engage with consumers in a targeted and personalized way while in a premium advertising environment, and addressable advertising delivers in a way that not only reaches audiences, but resonates with them.”
The study is part of an ongoing research initiative between both parties. To view the full report, as well as past studies, click here.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications' Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media and Verizon) 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 http://www.goaddressable.com/.
About Advertiser Perceptions
Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com
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