AD TECH AND MARTECH

IAS Verifies Admix In-Play Advertising for the First Time

Admix, Integral Ad Science | May 10, 2021

IAS Verifies Admix In-Play Advertising for the First Time
Admix, the first In-Play advertisement platform that connects smartphone gamers and brands, has announced a new alliance with Integral Ad Science (IAS), a world leader in digital ad verification. Admix is the first In-Play advertisement firm that offers ad inventory that is calculated and tested by a trusted, unbiased partner as a result of this integration with IAS.

Admix's In-Play advertising is also independently checked and verified with the same rigor as the rest of the digital inventory. This measurement is made possible by IAS's powerful technologies, which help to unlock enormous potential in the In-Play segment across the entire mobile advertisement ecosystem, from brands to mobile game developers.

Admix provides a sophisticated, scalable In-Play platform that enables advertisers to programmatically target and meet highly engaged viewers through billions of hours of gameplay. However, until now, Admix had developed its measurement tools, which meant that the industry was unable to invest at scale with the same conviction as this integration with IAS.

Publishers have also benefited from Admix's self-serve platform and no-code SDK, but the alliance with IAS would further improve media quality and customer confidence. Admix also provides marketers with superior inventory, allowing them to slowly reduce their dependence on interruptive ads, such as interstitials and rewarded content, thus improving player experience and retention.

This launch marks the transformation of gaming from the most mainstream activity to dominant media, attempting to bring in a defining moment for the advertisement industry as it approaches mobile gaming and its 2.5 billion audiences with virtually unknown confidence. In-Play, driven by Admix's technologies, is set to become a leading media outlet for the next decade and beyond.

About Admix
Admix's pioneering technology bridges the gap between gaming and advertisement, propelling the 'In-Play' trend by incorporating data-driven marketing and product promotion into engaging gameplay experiences. The Admix platform provides 100% viewability and in-depth measurement by combining the largest In-Play ad inventory with rich user-level data. Advertisers can target new markets quickly and at scale with Admix by using some of the world's most popular titles. Admix, founded in 2018 by Samuel Huber and Joe Bachle-Morris, currently partners with over 500 brands to monetize more than 300 games of various sizes and has raised more than $12 million in venture capital investment.

About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital ad verification, meaning that advertising can be used by real users in secure and appropriate environments. The goal of IAS is to serve as the universal standard for trust and transparency in digital media quality for the world's leading brands, advertisers, and platforms. This is accomplished by data-driven applications that have actionable real-time signals and insight. IAS, which was established in 2009 and is based in New York, partners with thousands of top advertisers and premium publishers around the world. IAS is a company in the Vista Equity Partners portfolio.

Spotlight

Here at Bishopp Outdoor Advertising we are passionate about billboards. We believe Out of Home (OOH) advertising is the best medium to get your brand noticed, so we've put together our Top 8 Tips to keep in mind when coming up with an idea for your billboard campaign! You can also leave it to the professionals (that’s us) to create a memorable campaign for you. If you’re looking for some good reasons why your brand needs a billboard, take a look at our video '8 Reasons Why You Need A Billboard' for all of the fun facts and statistics.


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AD NETWORKS

SmartAsset Launches Simpler Road to Retirement TV Ad Campaign With Marketing Architects

SmartAsset | December 30, 2021

SmartAsset, an online destination for financial advice and marketplace that connects consumers to financial advisors, launched a national TV campaign this week in partnership with All-Inclusive TV agency Marketing Architects. Founded in 2012, SmartAsset is an award-winning financial technology company that helps more than 75 million people each month make smart financial decisions through free data-driven content, personalized calculators and educational tools. Additionally, SmartAsset operates SmartAdvisor, the leading independent client acquisition platform for financial advisors in America. As the company’s growth accelerated, SmartAsset saw TV advertising as an opportunity to generate awareness and high value leads for their business while building on existing momentum. We’re committed to providing data-driven resources that help consumers make smart financial decisions. TV advertising is our next step toward being able to do that for even more people.” Chris Taylor, CMO at SmartAsset. Marketing Architects worked with SmartAsset to pretest a variety of creative strategies. They landed on two spots, “Where Frank Used to Sit" and “Learning from Mistakes.” The commercials highlight how SmartAsset can help viewers prepare for retirement. “SmartAsset is doing incredible work taking the complexity and bias out of personal finance,” says Nicole Nye, VP of Client Growth at Marketing Architects. “We’re excited to see how TV will raise awareness of their many valuable resources.” About SmartAsset SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors. Reaching approximately 75 million people each month (as of Sept. 2021) through its educational content and personalized calculators and tools, SmartAsset's mission is to help people make smart financial decisions. Ranked on the Inc. 5000 and Deloitte Technology Fast 500™ lists of fastest growing companies in 2021, SmartAsset recently closed a $110 million Series D round, valuing the company at over $1 billion. SmartAsset was also named to Y Combinator's list of Top 100 Companies of all time and Forbes' list of America's Best Startup Employers in 2020. For more information, please visit SmartAsset.com. About Marketing Architects Marketing Architects is an All-Inclusive TV agency that gives performance brands access to high-quality, effective TV campaigns without the traditional high entry cost and ongoing challenges of optimization, scale and measurement. Founded in Minneapolis, Marketing Architects has been helping companies connect with their customers in new and surprising ways for more than 20 years

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MOBILE ADVERTISING

Anzu partners with InMobi for programmatic brands advertising

Anzu | February 24, 2021

In-game advertising platform Anzu has partnered with InMobi for programmatic advertising. Through the partnership, InMobi's brand advertisers will have access to Anzu's mobile gaming inventory and will be able to buy in-game display and video ads programmatically. Furthermore, the ads specialist's inventory includes exclusive titles across a range of genres, including sport and action. "We are living in a mobile-first world, and media consumption in it continues to evolve rapidly," said InMobi GM of publisher platforms and exchange Kunal Nagpal. "In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. "InMobi's technology and unmatched mobile in-app expertise along with Anzu's advanced in-game advertising platform will allow them to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant." Better reach As part of the new partnership, brand advertisers will be able to reach a broad mobile games audience with specially targeted ads. Moreover, the ads are non-intrusive, meaning that the player experience will not be hindered. "The importance of mobile to the gaming industry cannot be overstated," said Anzu CEO and co-founder Itamar Benedy. "It is leading the way for industry growth, accounting for over 50% of the market, which is why it's an important part of Anzu's strategy. Anzu's partnership with InMobi will greatly enhance the value of in-game advertising inventory. "We are excited to provide InMobi's global brand advertisers with the opportunity to embrace the up-and-coming in-game advertising media channel to reach premium mobile gaming audiences across the world." InMobi has become the latest in a line of partnerships to be formed by Anzu. Earlier this year, the in-game ads specialist teamed up with addressable media firm aMVG. In 2020, the company partnered with various organisations, including Virtuverse, Veritas Entertainment and Axis Games.

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AD NETWORKS

T-Mobile Acquires Rideshare Advertising Network, Octopus Interactive

T-Mobile | January 13, 2022

T-Mobile (NASDAQ: TMUS) today announced the acquisition of Octopus Interactive, the largest national network of interactive video screens inside Uber and Lyft vehicles. This move marks the next step for Marketing Solutions, T-Mobile’s fast-growing advertising technology business, in expanding its advertising offerings for marketers. Octopus Interactive helps brands reach audiences through video ads presented on screens inside rideshare vehicles, providing marketers a new way to reach consumers, and its impact is growing rapidly. Octopus’s rideshare network enables brands to execute comprehensive geotargeted campaigns across a range of highly engaged consumers. And beyond the rideshare network, this acquisition will connect T-Mobile’s Marketing Solutions group with big brands, like current Octopus clients Audible, Fox Entertainment, Philo and many more. “Octopus allows us to highlight our library of rich media content and drive awareness amongst a younger and tech savvy demographic. We’ve seen engagement rates over 3.5% and QR codes convert extremely well given the captive rideshare environment” said Matt Stein, Head of Brand & Creative Strategy at Philo. Moving forward, devices used by drivers in the rideshare network will be powered by T-Mobile’s network, connecting thousands of drivers across the country to the Un-carrier experience. “With this move, we’re expanding our toolkit for marketers, meeting the needs of advertisers and empowering brands to better connect with consumers, beyond linear and traditional digital channels” said Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile. “As the Un-carrier, we’re committed to disrupting the ad tech space. We’re making good on that commitment through innovative solutions, like Octopus.” We’re thrilled to join the T-Mobile team on their mission to provide better results for marketers and better experiences for consumers. Our rideshare technology will unlock massive opportunities for brands working with Marketing Solutions.” Cherian Thomas, Co-Founder and CEO of Octopus Interactive. In the U.S., out-of-home advertising spend increased by nearly forty percent in the second quarter of 2021, and digital-out-of-home ad spend in particular increased by nearly eighty percent over the same time. In just the last quarter, the Octopus network of drivers grew by thirty five percent. Now brands can reach over 5 million unique riders per month on the Octopus platform. But it’s not only great for marketers. It enhances the riders’ experience too – delivering interactive games, prizes, premium video and infotainment curated specifically for Uber and Lyft audiences. About T-Mobile US, Inc. T-Mobile US, Inc. (NASDAQ: TMUS) is America’s supercharged Un-carrier, delivering an advanced 4G LTE and transformative nationwide 5G network that will offer reliable connectivity for all. T-Mobile’s customers benefit from its unmatched combination of value and quality, unwavering obsession with offering them the best possible service experience and undisputable drive for disruption that creates competition and innovation in wireless and beyond. Based in Bellevue, Wash., T-Mobile provides services through its subsidiaries and operates its flagship brands, T-Mobile, Metro by T-Mobile and Sprint.

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ADVERTISER PLATFORMS

Holiday Ad Fraud on the Rise: CTV Advertising Threatened as Fraud on Unprotected Programmatic CTV Inventory Reaches Almost 20%

DoubleVerify | January 03, 2022

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released new data on the prevalence of advertising fraud in online video and streaming amid the 2021 holiday season, undermining media quality and campaign effectiveness. DV analyzes over two billion ad impressions per day, identifying comprehensive fraud and sophisticated invalid traffic (SIVT) from hijacked devices to bot-based fraud and injected ads. Unprotected Inventory at Risk As digital video and streaming viewership continues to skyrocket, so too does ad spend. Globally, spending on online video will reach $62 billion this year,1 while CTV investments will approach $17 billion.2 The holidays, in particular, drive a spike in spend and engagement. Correlated with this trend, DV has seen a significant rise in fraudulent traffic on online video and CTV since mid-October. In a sampling of unprotected programmatic inventory, DV determined that as much as 6.6% of “video” ads and 18% of “CTV” ads were actually fraud or SIVT. The adage holds true, fraud follows the money. The more in-demand and premium the inventory, the more likely it is to attract bad actors. In addition, while fraud normally peaks in Q4, we have found that the volumes this year are already higher compared with Q4 of 2020.” Mark Zagorski, CEO at DoubleVerify. Streaming Schemes Spike With spend and engagement on the rise due to the holiday season, DV has identified a spike in two streaming fraud schemes that have been attempting to spoof billions of ad impressions since they began to operate in 2020. Fraud Hurting CTV Holiday Performance One-quarter of advertisers say CTV ads enable higher conversion rates.3 This is especially critical during the holiday season. Last year saw a record Q4 for direct-response CTV advertising, as marketers tapped into the channel to drive holiday sales and revenue.4 However, for advertising to perform, it must be seen by real people. Fraud has a dramatic impact on campaign performance, misrepresenting impressions and undercutting marketers’ holiday investments. “Advertisers are trying to get the best bang for their buck during the holiday build up,” added Zagorski. “As CPMs rise, the challenge of illegitimate impressions only makes that squeeze greater.” DV advertisers and partners are protected from both LeoTerra and CelloTerra. For over a decade, DV has stayed at the forefront of combatting new and emerging types of ad fraud, helping to drive media quality and effectiveness. DV’s fraud solutions cover the entire media transaction — from pre-bid avoidance segments to post-bid monitoring and blocking — and extend to desktop, mobile web, mobile app and CTV. DV’s Fraud Lab, powered by a dedicated team of data scientists, mathematicians and analysts from the cyber-fraud prevention community, is also widely recognized for uncovering new forms of fraud and pinpointing the sites, apps and devices responsible for fraudulent activity. About DoubleVerify DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.

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Spotlight

Here at Bishopp Outdoor Advertising we are passionate about billboards. We believe Out of Home (OOH) advertising is the best medium to get your brand noticed, so we've put together our Top 8 Tips to keep in mind when coming up with an idea for your billboard campaign! You can also leave it to the professionals (that’s us) to create a memorable campaign for you. If you’re looking for some good reasons why your brand needs a billboard, take a look at our video '8 Reasons Why You Need A Billboard' for all of the fun facts and statistics.

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