AD TECH AND MARTECH

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.

Spotlight

Social media campaigns can be used as an effective means to promote an insurer’s brand and increase customer engagement. A common challenge for insurance carriers is measuring the effectiveness and maximizing the ROI from such channels. In addition, insurers need to consider how best to integrate social media as part of a larger marketing campaign. As the usage of social media continues to rise, insurance carriers need to understand how best to leverage its power for their competitive advantage.


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ADVERTISER CAMPAIGN MANAGEMENT

Irish Spring® Debuts First-Ever Big Game Ad, Unveiling the World of Irish Spring

Irish Spring | February 07, 2022

Irish Spring is debuting its first-ever Big Game commercial to help guys across America discover exactly where great smells come from. The new commercial, entitled, "Welcome to Irish Spring," follows our less than fresh smelling hero as he comes across the lush, clean land of Irish Spring. But what begins as a blissful adventure, quickly transforms into something unforeseen. Irish Spring is all about nice smells, and the magical, nice-smelling world it has dreamt up in this commercial, expresses that passion. Along with the new creative, Irish Spring is introducing a new logo, new packaging, modernized graphics, a new body wash fragrance (Mountain Chill), updates to current body wash fragrances (Aloe Mist, Active Scrub, and Moisture Blast), and a modernized Irish Spring Original Clean bar soap fragrance. Nice smells matter to Zillennial guys. In fact, according to a survey that Irish Spring conducted among guys ages 18 - 24, nearly 3 out of 4 (74.5%) said that the top reason that they shower is to get rid of body odor and other smells. That is not to say that being clean is unimportant to them, but wanting to smell good is a much bigger motivation. "As a brand that has been around for 50 years, it's important to modernize and stay fresh so younger generations understand what Irish Spring is all about. And that's good smells," says Emily Fong Mitchell, general manager of Personal Care for North America at Colgate-Palmolive. "Our Big Game commercial is the product of a lot of creative thinking about how we want to evolve and build on this classic brand, knowing that we're a staple among so many men today, but that we also have this new group–Zillennial guys–that want to make sure they don't smell bad." Directed by award-winning filmmakers Matias Rygh and Mathias Eriksen, otherwise known as Matias & Mathias, the :30 commercial will air during the fourth quarter of The Big Game. Strategically, Irish Spring has an unbeatable proposition: they make soap that smells good, so you can smell good. We noticed that no one in the category was owning the notion of smelling great, and it felt like very fertile territory. Testing showed that to be the case, and our clients trusted us enough to take this simple but powerful insight to the extreme." Spence Kramer, Founder & CEO of TEN6. About Colgate-Palmolive Colgate-Palmolive Company is a caring, innovative growth company reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, the Company sells its products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom's of Maine, EltaMD, Filorga, Irish Spring, PCA Skin, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Soupline and Suavitel, as well as Hill's Science Diet and Hill's Prescription Diet. The Company is recognized for its leadership and innovation in promoting sustainability and community wellbeing, including its achievements decreasing plastic waste, saving water, reducing waste, promoting recyclability, conserving natural resources and improving children's oral health through its Bright Smiles, Bright Futures program, which has reached more than 1.4 billion children since 1991.

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ADVERTISER CAMPAIGN MANAGEMENT

BuySellAds Partners With OneScreen.ai To Expand Advertising Capabilities

BuySellAds, OneScreen.ai | April 05, 2022

BuySellAds (BSA), a mutually beneficial ecosystem for publishers and advertisers, is joining forces with OneScreen.ai, a SaaS-enabled B2B marketplace provider for out-of-home (OOH) advertising, to offer OOH advertising opportunities to its clients. BSA helps create direct relationships between online publishers and advertisers to help publishers maximize ad reach and increase brand awareness. Through the partnership, BSA will tap into OneScreen.ai’s outdoor advertising directory to helps its audiences increase ad revenue and brand growth. “Through this partnership, we are helping the OOH industry to grow as we continue to educate on the many opportunities and how highly effective, targetable and measurable OOH advertising is for brands in the modern world,” said Dave Rouse, Head of Business Development and Strategic Alliances at OneScreen.ai, in a statement. “Through this partnership, we are helping the OOH industry to grow as we continue to educate on the many opportunities and how highly effective, targetable and measurable OOH advertising is for brands in the modern world,” said Dave Rouse, Head of Business Development and Strategic Alliances at OneScreen.ai, in a statement. “As we build the first OOH marketplace where marketers can locate, buy, deploy and measure OOH advertising campaigns in one place, OneScreen.ai is making it easy for BuySellAds’ clients and other brands to navigate and capitalize on this highly effective marketing medium.”

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AD TECH AND MARTECH

Global Enters Mobile Gaming Arena With Strategic Investment and Exclusive Ad Sales Deal

Odeeo, Global | June 14, 2022

Global, the media & entertainment group, has announced today (13 June 2022) that it has invested in Odeeo, a tech start-up that delivers non-intrusive audio ads in mobile games. Global’s market-leading digital advertising platform DAX (Digital Ad Exchange) will become the company’s exclusive sales partner in the UK and in the U.S, expanding DAX’s existing podcast, digital audio, audio articles and programmatic outdoor offering for advertisers and creators. Odeeo serves mobile game developers and publishers, helping them to monetise and grow their gaming products. Its pioneering technology provides advertisers with access to 2.8 billion mobile gamers across the globe, promising ads that respect player experience and privacy whilst offering advertisers advanced targeting and a highly attentive audience. The company is based in Israel and was founded by Amit Monheit (CEO) and Elad Stern (COO) in 2021. Odeeo co-founder, Amit Monheit, said: “There’s huge potential to improve how brands advertise in games so Elad and I are delighted to be partnering with Global and DAX. Together, we can help brands explore new opportunities and reach target audiences. “Mobile gaming is immensely popular and audio ads in this space are unique as they don’t interrupt the experience. By combining our expertise, we’ll be able to keep innovating and growing the in-game audio world.” Stephen Miron, Group CEO at Global said: “We have been following the mobile gaming sector and particularly Odeeo’s growth for some time, and are pleased to announce both this strategic investment and Odeeo’s appointment of Global, through DAX, to be their exclusive sales partner in the UK and US. “This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming. We’re looking forward to partnering with Amit and Elad to help the gaming creator community make the most of audio advertising opportunities.” Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences. I’m thrilled that DAX is joining Odeeo on this new and exciting journey.” About Odeeo Odeeo is an audio ad platform. One that strikes a chord with the world’s estimated 2.8 billion mobile gamers and drums up new customers for brands. All while players enjoy their game without skipping a beat. It’s on a mission to create a better experience for players – running ads without interrupting the gameplay – connecting developers and brands through sound and building the most advanced audio platform on the market. Headquartered in Israel, the company was founded by Amit Monheit (CEO) and Elad Stern (Chief Operating Officer) in 2021 and helps to connect hundreds of studios and brands through audio. About Global Global is one of the world’s leading Media & Entertainment groups. Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold. Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers. Global is also one of the leading Outdoor companies in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities. On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25.7 million on the radio alone. Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising. The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting & Content. Ashley Tabor-King created Global in 2007.

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ADVERTISER PLATFORMS

DMS Announces the Acquisition of Traverse Data, Inc. & Enhancements to Its Data Program & Technology Stack

Digital Media Solutions | May 16, 2022

Digital Media Solutions, Inc. a leading provider of data-driven, technology-enabled digital performance advertising solutions connecting consumers and advertisers, announced the acquisition of Traverse Data, Inc. Traverse Data leverages the power of data and technology to generate new customers for advertisers and incremental revenue for publishers, via a commercialized audience activation, re-engagement and retargeting platform. Traverse Data helps advertisers identify new audiences that look like their best customers and match emails to website shoppers for re-engagement. “Efficient and effective advertising requires an understanding of your audience and an awareness of when they’re actively in-market and ready to engage. DMS leverages real-time consumer intent signals to provide the intelligence that defines the path and the power of our advertising efforts. We’re creating real-time personalization at scale to achieve really big results,” commented Jason Rudolph, Chief Technology Officer at DMS. DMS has long benefited from its data flywheel, which accelerates as advertisers scale their spend with DMS. Increased advertising budgets enable DMS to broaden reach and increase its data asset to better engage and re-engage consumers and deliver stronger advertising ROI to its advertiser clients. In addition to improving advertising performance, the DMS data asset and technology capabilities work together to enhance consumer experiences by allowing advertisers to better deliver relevant messaging to consumers when they’re ready to buy and seeking options and offers. The addition of Traverse Data is expected to scale the DMS data asset and accelerate the DMS technology roadmap, implemented to enable DMS to better leverage the Company’s existing data asset. The DMS volume of consumer intent signals increased dramatically with the acquisition of Aimtell in February 2021 and with connections made across the end-to-end DMS technology stack. The DMS data asset, at the end of April 2022, included 240 million opted-in U.S. adults, with as many as 1,100 data points collected per individual. DMS receives in excess of one billion consumer intent signals per month. “Traverse Data was created to power the advertising industry of tomorrow, I’m excited that we’ve found a home for Traverse that we believe will leverage what we’ve built, and a team that will continue to innovate on our platform to create something that can be even bigger and more powerful than what Traverse is today.” Craig Swerdloff, Traverse Co-Founder and CEO About Digital Media Solutions Digital Media Solutions, Inc. is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers within auto, home, health and life insurance plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, significant proprietary media distribution and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases.

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Spotlight

Social media campaigns can be used as an effective means to promote an insurer’s brand and increase customer engagement. A common challenge for insurance carriers is measuring the effectiveness and maximizing the ROI from such channels. In addition, insurers need to consider how best to integrate social media as part of a larger marketing campaign. As the usage of social media continues to rise, insurance carriers need to understand how best to leverage its power for their competitive advantage.

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