IAS First to Integrate with Google Ads Data Hub for Viewability and Brand Safety for advertisers

Integral Ad Science | August 10, 2020

IAS First to Integrate with Google Ads Data Hub for Viewability and Brand Safety for advertisers
Integral Ad Science (IAS), the global leader in digital ad verification, today announced it is the first verification company to integrate with Google Ads Data Hub (ADH), Google's privacy-focused data platform for advertisers. The IAS integration provides advertisers viewability, ad fraud, and brand safety measurement for YouTube via ADH. While IAS does not collect or use any private audience data for delivering its verification services, being the first with this new integration will help lead the way for setting new data privacy best practices. Ultimately, ADH will enable advertisers to easily access a broader suite of privacy-protected data and measurement services. "IAS is thrilled to be the first partner to provide advanced viewability, fraud, and brand safety metrics via Google's Ads Data Hub," said Lisa Utzschneider, CEO at IAS. "Marketers are now even better equipped to provide quality advertising experiences for YouTube audiences while maintaining a high degree of data privacy." Google Ads Data Hub allows advertisers to understand how their advertising is performing across screens while limiting the use of user data, adding another layer of privacy protection for users while still enabling marketers to measure their YouTube ad campaigns. Combining advertiser data with event-level data from ad campaigns allows marketers to unlock insights, improve advertising efficiency, help achieve data-driven business goals, and yield more effective campaign optimization.

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At an average cost-per-view of $.20, UDOT would pay around $2,000 to educate 10,000 people how to drive the intersection. Overall, YouTube ads are an excellent means of boosting your web presence at an affordable rate.


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Outbrain Partners With Momentus Digital For Delivering Value & Elevating Growth in India

Outbrain | November 01, 2021

Mumbai/New Delhi, November 01 2021- Outbrain, a leading recommendation platform for the open web, is increasing its presence in the Indian market by partnering with Momentus Digital to help Outbrain with premium advertiser inventory, expand market reach and open new categories. With India evolving towards a digital first economy with programmatic technology at the forefront, Momentus Digital will open deliver greater customer value with genuine results. “We are excited to announce Momentus Digital as one of our preferred reseller partners, As India’s digital ad expenditure is likely to grow 10 times over the next decade, this partnership will enable Outbrain’s next phase of growth in India,” said Allen Sharma, Director of Sales for India at Outbrain. “Momentus Digital’s market knowledge understanding, client engagement and acquisition ratio will enable Outbrain to carve out growth in the next phase in India.” Building on the momentum of recent media owner wins for the region, including Network 18 and Hindustan Times, this distribution helps advertisers build audiences and reach new customers using advanced targeting options via the Outbrain network. “The efficiency of programmatic combined with the non-intrusive, high engagement native formats, are powerful combinations for advertisers to leverage digital medium” said Arooshi Dharamdasani, CEO, Momentus Digital. “We are excited to announce our ongoing partnership. Outbrain’s unique platform provides advertisers direct access to the widest supply of native ad inventory on multiple exchanges. With Outbrain’s expertise in technology, precise advanced targeting options and audience management capabilities forms a very formidable offering to a market.” “We are excited to announce Momentus Digital as one of our preferred reseller partners, As India’s digital ad expenditure is likely to grow 10 times over the next decade, this partnership will enable Outbrain’s next phase of growth in India,” said Allen Sharma, Director of Sales for India at Outbrain. The partnership with Momentus Digital, along with other initiatives within Outbrain such as the hiring of Allen Sharma as the Director of Sales and Bhavin Shah as Marketing Head, continue to prove Outbrain’s commitment to expansion within the region. Outbrain offers a quality and safe platform for brands to advertise on the open web. Content-led communication, campaign dashboard and advanced targeting capabilities set the platform apart from other native platforms. The platform also offers brands access to leading publishers and multiple advertising formats, which can be selected based on the brand industry and campaign purpose. Outbrain started its India operations in 2014 and this partnership is another proofpoint of the recognition by the company of the potential within the market for its business operations. About Outbrain Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide. About Momentus Digital Momentus Digital is a brand solution and performance marketing platform. We partner with brands to reach out to the mass audience, by representing their business in India. Our aim is to connect marketers to our partners, helping them reach marketing objectives.

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IAB Expands General Membership to Include Advertising and Media Agencies

IAB | December 17, 2021

IAB today announced that its board has approved Agency General Membership to all Advertising Agencies, with the same voting rights and privileges as every other industry participant. IAB has long served as the industry's only "big tent" where stakeholders across the entire digital ecosystem gather. It's the only place where publishers, platforms, technology, and data companies, marketers and advertisers can address the challenges and opportunities in an industry being rapidly and continuously reinvented. It is also the only trade association that can both set an industry agenda and deliver on that agenda with meaningful industry standards. This move effectively migrates agencies from associate members to full general members. Now, agencies will have equal access to join the inner workings of the IAB -- including voting board membership, Center of Excellence leadership, as well as legal and public policy resources. The mission of IAB from the beginning has been to enable our members to thrive in a digital economy. The transformative changes happening now, demand that agencies have an equal seat at the table. They need equal access to IAB and IAB Tech Lab resources, the ability to join boards and make the critical decisions that drive the industry forward. The key to success in today's environment is collaboration. It's vital to have an organization that brings everyone together and IAB is serving that need." David Cohen, CEO, IAB. Agencies that have already applied for general membership include: Canvas Worldwide dentsu GroupM Helen & Gertrude Horizon Media IPG Mediabrands Labelium Mediahub Omnicom Media Group PIVnet Publicis Media Quigley RPA "We're proud to partner with the organization that has led the charge to advance the digital medium since literally Day One." Greg Johns, EVP & Chief Digital Officer, Canvas Worldwide "Canvas believes in the power of partnership and openness for the good of our industry. The IAB's devotion to collaboration is one that fits beautifully with our agency ethos." Paul Woolmington, CEO, Canvas Worldwide "Helen & Gertrude's partnership with the IAB provides our team with the ongoing professional development and support needed to understand and thrive in today's digital economy. We also value the knowledge shared by their many committees and councils, as they offer insights into a variety of niche industry segments." Laura DiCaprio, Director of Media & Insights, Helen & Gertrude "IAB is really the only organization that brings all the stakeholders together. With new media and measurement standards being set, brands developing first party data strategies, and policy changes being drafted, this is not a time for partisan approaches to the challenges facing the industry and no agency should be less than a full General Member. We are all in the thick of it, and IAB is working to convene the important conversations." Kirk McDonald, CEO, GroupM, NA. "Horizon Media is excited to be among the first agencies to join IAB membership and be involved in IAB's efforts to help sculpt the future of the digital marketplace." David Campanelli, EVP, Chief Investment Officer, Horizon Media "IPG Mediabrands is thrilled to be joining as a General Member of IAB, which has long been a voice for our industry and an important source of new research and thought leadership, such as the recent report on AI and bias in marketing. We are all looking forward to supporting IAB's initiatives across promoting transparency, brand safety and DEI in our industry." Dani Benowitz, President, US at MAGNA "The IAB has long been a leading voice in digital industry innovation, and we look forward to partnering with the IAB and member companies to continue to drive media creativity and industry evolution in 2022." Sean Corcoran, U.S. CEO, Mediahub. "As an organization that shares IAB's commitment to assuring the safety, transparency and effectiveness of marketers' digital media investment, Omnicom Media Group is eager to expand our working relationship with IAB, and to collaborate on delivering solutions for the age of accelerated change." Megan Pagliuca, Chief Activation Officer, Omnicom Media Group "Publicis Media has never been more optimistic about collaborative efforts to address consumer and advertiser standards. Through our continued vigilance with media partners and industry orgs, we are driving conversations forward to address the industry's most challenging topics, like hate speech, privacy, misinformation, mental health, and proposed worldwide government regulations that threaten the 'Brand Integrity' of our industry. Agency leadership and determination are imperative now more than ever, and that's why Publicis Media is joining the IAB." Helen Lin, Chief Digital Officer, Publicis Groupe IAB membership benefits now available to agencies include: Eligibility to join the IAB Board with full voting privileges and access to four meetings/year, including Washington, D.C. fly- ins Participation in Agency Leadership Council Membership to IAB Tech Lab Access to IAB Public Policy and Legal Affairs Council, publications, convenings, and IAB staff Access to all IAB Primary Research Participation in all Center of Excellence Activities, including committees, working groups, and task forces. Exclusive rights to leverage IAB Learning & Development Program discounts, private research deep dives, and 1:1 access to IAB staff experts for both the agency and their brand clients, hosted in partnership with IAB About IAB The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

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Perpetua Releases Amazon EU Advertising Benchmarks for Q4 2021

Perpetua | January 19, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 EU Amazon Benchmark Report showcasing the most important trends and metrics on Amazon, across five European regions, including UK, Germany, France, Spain and Italy. Perpetua’s Amazon Advertising Benchmark Report reveals that, as expected, Q4 2021 has been the strongest quarter to date with an increase across all key metrics, impressions seeing the highest percent increase (25%). The UK saw the highest increase in all key performance metrics on Sponsored Product, followed closely by Italy and Germany. Perpetua's 2021 Q4 EU Benchmark Report is based on performance data from campaigns under Perpetua's management, and examines performance across 13 categories, including: Beauty, Books, Clothing & apparel, Electronics, Food, Health & Supplements, Home Improvement, Appliance & Supplies, Household CPG, Jewelry, Pets & Animals, Toys & Kids, and Sports & Outdoors. Increasing competition and CPCs have been the story of Amazon advertising for 2021, and in Q4 Sponsored Brand CPCs increased on average 3% and Sponsored Display CPCs were up 5% quarter-over-quarter in Europe. The report also shows an overall increase in CPMs in Q4 due to the busy Black Friday Cyber Monday and Christmas shopping seasons where we typically see much higher engagement and conversions quarter-over-quarter, which led to more competitive CPMs in Amazon DSP and a decrease in ROAS. “Q4 was undoubtedly the most competitive quarter ever on Amazon DSP,” says Mark James, Head of Perpetua EU. “It was perhaps the first quarter where we started to see a shift towards mass adoption of the DSP as a marketing channel with many advertisers hoping to realise the benefit of upper funnel marketing tactics to drive incremental sales at tentpole moments in their calendar such as Black Friday and Cyber Monday.” In Q4 2021, most advertisers began placing greater focus on top of funnel campaigns to reach new-to-brand shoppers to drive brand and product awareness ahead of Black Friday, Cyber Monday and Holiday shopping. With that, new to brand purchases increased significantly (36%) and aided in growing the retargeting audience pools. We expect to see significant growth in new markets in Q1. Benelux and Nordics remain an untapped opportunity, where advertisers can take advantage of high-in-supply and, right now, low-in-demand inventory. This presents a lucrative first. mover advantage that capitalise on market share. About Perpetua Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.

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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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At an average cost-per-view of $.20, UDOT would pay around $2,000 to educate 10,000 people how to drive the intersection. Overall, YouTube ads are an excellent means of boosting your web presence at an affordable rate.

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