AD TECH AND MARTECH

IAB Releases New Report as Advertisers Consider AI

Interactive Advertising Bureau | March 10, 2021

As ad-tech organizations consider AI options in contrast to treats and other outsider trackers, the Interactive Advertising Bureau (IAB) is delivering new rules and best practices for the utilization of machine learning at each level of digital advertising production.

The guide draws on encounters from different distributers, organizations, and ad-tech organizations to layout nine uses going from imaginative production and logical video to inward handle mechanization and data migration. The delivery denotes another progression towards the working gathering's definitive objective of creating settled upon norms for the utilization of AI across the business.

The report comes after Google multiplied down on its protection push a week ago, explaining that it won't construct or utilize elective identifiers like hashed email addresses after it eliminates outsider treats from Chrome one year from now. Organizations like IBM Watson Advertising, which co-seats the IAB's AI norms working gathering, have been situating AI-driven analysis as another path for organizations to target ads without utilizing customized data.

Spotlight

Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users’ attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions


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Bucketplace’s oHouse Leverages Moloco Retail Media Platform to Enhance the Shopper Experience and Enable Merchant Advertising

Moloco, oHouse by Bucketplace | August 30, 2022

Moloco, a machine learning company, today announced that technology platform Bucketplace is utilizing Moloco Retail Media Platform to drive the evolution of its oHouse marketplace through enhanced user experiences and by enabling merchants to make their products discoverable. oHouse is an e-commerce and lifestyle app where shoppers easily source and purchase home goods from thousands of merchants on a single platform. Throughout its growth, oHouse has focused on upholding its core value of customer experience while helping more and more merchants grow their gross merchandise value (GMV) through sales of interior décor, furniture, and appliances. To sustain the marketplace’s ambitions for revenue growth while staying true to its core value, oHouse needed a way to monetize its platform while ensuring the experience was beneficial for their shoppers and merchants. The oHouse team considered building its own sponsored ads solution but quickly realized how challenging it would be to parse and deeply understand behavioral data and use that data to consistently and accurately provide the right ad content in the right place and at the right time. Such an effort would take years of R&D, data science, product, and design investment. By partnering with Moloco, oHouse is taking advantage of Moloco’s years of machine learning expertise, unlocking the power of complex deep neural networks as a service. The Moloco Retail Media Platform technology enables e-commerce platforms to serve the most relevant ads based on the marketplace’s own real-time and historic first-party data. As such, merchants can run optimized sponsored ad campaigns that target audiences most likely to convert and deliver the maximum return on ad spend (ROAS) while e-commerce platforms can maintain their user experience by showing shoppers only the most relevant sponsored products. Implementing an intelligent and well-trained retail media solution typically takes quarters, even years. But Moloco partnered directly with oHouse from scoping and design to implementation, using its Retail Media Platform APIs to meet the aggressive goal of launching the solution within three months. As a result, 15% of oHouse’s total merchants were onboarded to the self-serve campaign interface within the first quarter of deployment. “Moloco Retail Media Platform was key in helping us provide strategic value and strengthen satisfaction among our merchants, which was really rewarding,” said Scott Lee, Head of CEO Office, oHouse. “Moloco Retail Media Platform was key in helping us provide strategic value and strengthen satisfaction among our merchants, which was really rewarding,” said Scott Lee, Head of CEO Office, oHouse. “We want to be the platform that provides the best customer experience in the lifestyle category with machine learning-based optimization, and we want Moloco as our partner on this journey,” he added. Results of A/B tests showed that shoppers exposed to product ads based on the oHouse marketplace’s own first-party data purchased 2.2% more than shoppers who weren’t shown ads. Some merchants even doubled their GMV after running ads or tripled their return on ad spend when compared to advertising on other marketplaces. “Built with powerful, deep neural network machine learning, Moloco’s Retail Media Platform leverages first-party data including user searches, product views, and purchase history to engage shoppers with only the most relevant ads and offers for a highly personalized buyer journey,” said Ikkjin Ahn, co-founder and CEO, Moloco. “Our solution provides a robust performance ad platform to help e-commerce companies of all sizes reinvent their marketplaces, create new revenue streams for their merchants, and help them reach their target shoppers.” Learn more in the case study on oHouse’s implementation of Moloco Retail Media Network and video featuring Scott Lee, Head of CEO Office, oHouse. About Moloco Retail Media Platform Moloco Retail Media Platform is a turnkey ad serving solution that enables e-commerce companies to set up in-house advertising businesses to drive purchases for their merchants. Moloco Retail Media Platform serves relevant sponsored ads at the right points throughout the buyer journey, helping merchants achieve the highest possible return on ad spend. Its self-serve, easy-to-use platform empowers e-commerce companies to build scalable retail media businesses that generate demand when and where it matters the most, driving customer loyalty, satisfaction, and lifetime value. To learn more about Moloco Retail Media Platform visit https://www.moloco.com/rmp. About Moloco Moloco’s goal is to make the digital economy more transparent, equitable, and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com. About oHouse by Bucketplace Operated by South Korean startup Bucketplace, which recently secured $182 million in Series D funding, oHouse is the #1 lifestyle app in Korea, offering solutions across the interior space with a myriad of services inspired by content, including an e-commerce store, home remodeling, furniture delivery, home tasks (repair and installation), and moving services. As a leader in the lifestyle category, oHouse combines innovative services with a best-in-class customer experience to change peoples’ lives for the better.

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Viant Named a Leader in G2’s Demand Side Platform Grid®

Viant, G2 | August 02, 2022

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today announced that it has been named a Leader in the G2 Grid® Report for Demand Side Platform (DSP), Summer 2022. Products in the Leader quadrant are rated highly by G2 users and have substantial market presence scores overall. G2, is one of the world's largest and most trusted software marketplaces, helping businesses discover the right solutions to tackle their business challenges. Based on user reviews, they named Viant’s advertising software, Adelphic, as a Leader in the DSP category, based on customer satisfaction ranking (based on user reviews) and market presence (based on market share, seller size and social impact). Viant Highlights: 95% feature rating on Viant’s Targeting 91% of users enjoy Viant’s Quality of Support 90% of users rated Viant 4 or 5 stars “At Viant, our goal is to make it easy for companies to buy an ad anywhere, and then help them measure the impact of that ad spend. Receiving this acknowledgement from user reviews, is a solid testament that we’re delivering just that,” said Tim Vanderhook, Co-Founder and CEO, Viant. “We are grateful for this recognition from G2 and certainly from our users.” “At Viant, our goal is to make it easy for companies to buy an ad anywhere, and then help them measure the impact of that ad spend. Receiving this acknowledgement from user reviews, is a solid testament that we’re delivering just that,” said Tim Vanderhook, Co-Founder and CEO, Viant. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on Twitter and LinkedIn. About Viant Viant® (NASDAQ: DSP) is a leading advertising software company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform, Adelphic®, powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. In 2022, Viant was recognized as a Leader in the DSP category, earned Great Place to Work® certification and Co-Founders Tim and Chris Vanderhook were named EY Entrepreneurs of the Year. To learn more, please visit viantinc.com.

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Matterkind Releases New Report Exploring Diversity, Equity, and Inclusion Across Advertising

Matterkind | July 26, 2022

Matterkind, IPG’s activation intelligence company, today debuted a new report exploring how advertisers can embrace DEI to usher in a new era of responsible marketing and advertising. The report, titled “Diversity & Equity in Advertising: A Holistic Approach,” offers practical, actionable advice for brands wanting to put DEI at the heart of their marketing and communications. Backed by research conducted in partnership with international research consultancy MTM, Matterkind’s report aims to guide brands on their respective journeys in conscious marketing. The report found that over 50% of people think it’s important for advertisers to ensure they reach a diverse range of audiences – and this rises to 70% for people who are likely to engage with ads. Throughout the white paper, Matterkind emphasizes the importance of intentionally prioritizing DE&I efforts for advertisers, and what can be done to make meaningful improvements within current strategies. The findings are clear in that the consumer public at large has, in recent years, become more aware of discrimination and inequity for diverse groups resulting in an increased demand for advertisers to act. Matterkind complements its findings by laying out actionable and holistic strategies for integrating and prioritizing an organization’s DE&I efforts with their marketing strategy, creative, internal organization, and media planning and buying, to ensure that goals are achieved. Some additional key findings of the report explore how: Customers favor diverse advertisers 50% of customers agree that they are more likely to recommend a product or service if their advertisements are diverse and representative. 45% of customers feel that they are more likely to buy a product or service if its advertisements are diverse and representative. 44% of customers would not engage with a brand they felt was not taking diversity and representation seriously. 36% of customers have boycotted a brand because of issues with diversity and representation. Advertisers see DEI as a priority and are adapting their marketing approach More than 90% of the advertisers say that reducing bias and discrimination in marketing and advertising is now a priority. As it relates to marketing strategy, Matterkind anticipates a 23% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years. When considering adapting creative to ensure representation of different groups, there is an anticipated 5% increase in advertisers adopting strategies to address underrepresented groups over the next 3 years compared to the last 3 years. Advertisers anticipate addressing internal diversity will increase 11% over the next 3 years compared to the last 3 years. “Yesterday’s customer is not today’s customer, and it is mission critical that brands and advertisers do everything in their power to engage their audiences consciously, with relevance and respect. The best way to do that is by authentically investing and acting on impactful DE&I strategies, and what we’re seeing throughout both the report’s findings and general consumer behavior is that audiences are demanding representation and inclusion to be key brand priorities for advertisers. Matterkind’s goal is to help brands take actionable and meaningful steps in turning their DE&I goals into reality,” said Erica Schmidt, Global CEO of Matterkind. “The importance of ensuring that advertisements are reaching diverse audiences has never been more clear, as impactful ad campaigns have the potential to shape and address social issues. As consumers continue to demand that brands take a stand against inequity, brands must adapt a holistic DE&I program that ensures campaigns prioritize diversity, equity, and inclusion across all stages of campaign development to authentically build their audiences and reach,” said Dr. Femi Olu-Lafe, SVP, Culture and Inclusion at Acxiom, Kinesso, and Matterkind. For more information or to download the report, please click here. Additional imagery is available upon request. About Matterkind Matterkind, IPG’s activation intelligence company, drives better business outcomes while putting the customer experience first. Through the lens of conscious marketing, they employ ethical data, through patented applications, to deliver addressable activation intelligence. Matterkind strengthens connectivity between brands and their audiences, through trusted partnership, excellence, and expertise. Matterkind is a part of Kinesso, the marketing technology unit of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Matterkind.com.

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LG Smart TVs Get Global ACR Upgrade, Legacy Technology Replaced By ACR From LG Ads Solutions

LG Ads Solutions | September 16, 2022

LG Ads Solutions, the connected TV and cross-screen advertising service, today announced a global rollout of its proprietary automatic content recognition (ACR) technology across LG TVs globally. The rollout will replace legacy technology, and put the new ACR solution on millions of smart TVs across Europe, Africa, Asia-Pacific, Latin America, and Australia. As of September, LG Ads Solutions will be the exclusive provider of all LG CTV inventory and data on a worldwide basis. The rollout covers 27 countries across the Americas, Europe, Africa and Australia. ACR provided by LG Ads Solutions is already active on LG smart TVs in the U.S. Chief Executive Officer Raghu Kodige said, “This ACR rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions." Chief Executive Officer Raghu Kodige said, “This ACR rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions. It is a highly significant moment for brands across four continents, who increasingly need to reach cord-cutters and light-TV viewers who have migrated to OTT services, and to understand incremental reach over traditional linear TV services. Now with LG Ads Solutions, brands globally can plan, activate, and measure CTV advertising using the industry’s best ACR data set to help guarantee campaign success.” Chris Jo, Senior Vice President, Head of Platform Business at LG Electronics Home Entertainment Company, said, “Since the LG Ads Solutions launch, the team has created tremendous momentum for the business globally. This ACR rollout is another great milestone that demonstrates their drive, commitment to excellence, and dedication to bringing the best possible advertising solutions to brands and agencies around the world.” The ACR data, which is in global and regional compliance with all consumer data privacy regulations, helps brands understand, in an anonymized fashion, which TV ads have aired, or not aired, and how many times, in any given household. For brands, this means it can increase frequency levels for underexposed households, cap frequency for overexposed households, conquest households that are exposed to competitor’s ads, and more. Of major importance, it informs brands and agencies which households they are missing completely due to cord-cutting. The data can also be used to measure the effectiveness of the ad. Two use cases, for example, are that it can determine if an ad drove viewers to a particular TV show or movie, or if it drove downloads and registrations to an OTT app or service. LG Ads Solutions already powers CTV campaigns in over 40 countries globally. Now, brands in any country covered by the ACR rollout can immediately begin working with LG Ads Solutions to understand TV audience viewership in their country at a granular level, in order to pinpoint granular audience segments and to optimize reach, frequency, and ad effectiveness across linear and streaming television. About LG Ads Solutions LG Ads Solutions is the leading connected TV and cross-screen advertising service, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented TV landscape, and maximize return on ad spend. The company brings together LG’s years of experience in delivering premium home entertainment products to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens and understand resulting business outcomes. We are growing fast globally, and we are hiring! Contact us at info@lgads.tv.

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Spotlight

Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users’ attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions

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