AD TECH AND MARTECH

Introducing DigitalReef, a Full-Suite Advertising Technology Platform and Mobile Marketing Company - A Five-Company Merger Provides a Path to LATAM

DigitalReef | June 18, 2021

DigitalReef, a global technology company, launched today as a large-scale fully integrated mobile marketing and advertising platform. DigitalReef was founded by combining five prominent digital advertising and marketing companies: Flowsense, Imagination Unwired, IMOX, Lemmonet, and MobTarget. DigitalReef had a total network of 300 million+ registered users, 3.3 billion monthly impressions, and reached about 70% of LATAM mobile users at the time of its start.

DigitalReef's suite of products and services, when combined, offers a complete end-to-end solution for brands, marketers, and app developers looking for exposure on one of the world's leading direct-to-device advertising platforms. With a diverse product range spanning from virtual preloads to app recommendations and premium native inventory across LATAM, DigitalReef provides advertisers with several options to capitalize on their vast and expanding device manufacturer, app developer, and global carrier network. Furthermore, DigitalReef's client support experience makes it simple for marketers to take advantage of this new and very unique advertising channel.

DigitalReef collaborates with global carriers, device manufacturers, and app developers to collect unique device and app inventory and then positions its native digital network with brands and agencies worldwide, providing considerable ROI. DigitalReef uses powerful artificial intelligence capabilities throughout its vast data repository to give marketers a high degree of targeting and specific audience clusters to deliver outstanding performance results.

Because of DigitalReef's extensive reach in LATAM is a perfect channel for global advertisers and brands looking to enter this dynamic and expanding market. According to eMarketer, LATAM mobile advertising spend is expected to rise at a 19% compound yearly growth rate from $4.4 billion in 2017 to $10.5 billion by 2023.

Amazon, Bradesco, Heineken, Samsung, Starbucks, and Uber are among DigitalReef's clients and the major local and regional network operators in LATAM.

CEO Maurizio Angelone, a 20-year veteran in the mobile technology field with extensive expertise in expanding the LATAM and other global mobile markets, will lead DigitalReef. He most recently worked as Vice President for the Americas Region at HMD Global/Nokia, where he assisted in establishing HMD/Nokia's newly launched smartphone business unit in North America and LATAM. Angelone has previously held senior roles at Motorola and Lenovo. Angelone was also a co-founder of Imagination Unwired, one of the firms that merged to form DigitalReef.

About DigitalReef
DigitalReef brings together a world-class leadership team and over 100 employees who deploy leading-edge marketing and advertising technology throughout LATAM. DigitalReef, headquartered in Miami, FL, has a local presence in 10 countries, with offices in major hubs such as Buenos Aires, So Paulo, and Mexico City.

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Kevel Relay Expands into Growing DOOH Ecosystem

Kevel | November 10, 2022

Kevel Relay, the suite of programmatic APIs that allow publishers to unify, mediate, and control their auctions, is adding substantial SSP integrations in the DOOH space. DOOH is one of the fastest growing programmatic markets and is expected to reach USD$27bn (£23.5bn) by 2025. Today, (November 7th, 2022) Relay announces integrations with Magnite, Hivestack, and Place Exchange, and expects more integrations to come by the end of the year. With these integrations, Kevel Relay provides out-of-home media owners the ability to sell their inventory programmatically without giving up control or transparency over the auction. Programmatic DOOH transactions are still characterised by waterfall bidding methods and reserving spots in the loop for specific advertisers or demand partners. With Relay’s APIs, out-of-home publishers can open programmatic auctions on each individual ad placement. Relay’s integrations allow media owners to combine demand from multiple programmatic partners with direct sold ad servers across all programmatic formats. Access to Relay’s APIs are available on a SaaS basis. Kevel doesn’t own any demand or operate as an SSP. Instead, Kevel works through integrations with top SSPs like Magnite, Place Exchange, and Hivestack. This model allows for Kevel to maintain its neutrality in mediation of demand and transparency of auctions. With more programmatic availability and transparency, the DOOH ecosystem can drive better outcomes for publishers and advertisers further accelerating growth in the space. “Kevel Relay allows out-of-home media owners to build a powerful mediation layer to unify their auctions and manage omnichannel demand creating new revenue opportunities in the DOOH ecosystem” says James Avery, founder and CEO of Kevel. “Kevel Relay allows out-of-home media owners to build a powerful mediation layer to unify their auctions and manage omnichannel demand creating new revenue opportunities in the DOOH ecosystem” says James Avery, founder and CEO of Kevel. “We are excited to work with Kevel and their Relay product to bring programmatic efficiency to the fast-growing DOOH space,” said Grant Sterling, VP of business development at Magnite. “We look forward to collaborating with Kevel to bring premium DOOH media owners together with advertisers in a transparent and streamlined way through Relay.” About Kevel Kevel.co gives you the APIs needed to quickly build your own platform for sponsored listings, internal promotions, native ads, and more – so you can take back the Internet and drive more online revenue. Customers like WeTransfer, Ticketmaster, Yelp, Strava, Mozilla, and many more have already launched successful platforms on Kevel.co.

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AD NETWORKS

Audiencerate and Equativ partner to deliver market-leading addressable advertising

Audiencerate, Equativ | December 02, 2022

Audiencerate, the identity hub enabling data-driven advertising, today announced a partnership with Equativ, a leading independent ad monetisation and curation platform. The partnership enables buy-side clients and data owners to harness the combined power of data targeting and premium cross-publisher inventory to deliver tailored addressable advertising. By activating Audiencerate’s proprietary data via Equativ’s Buyer Connect digital ad curation platform, advertisers will be able to layer audience segments across premium publisher inventory. This allows them to utilise additional campaign targeting and optimisation capabilities, to maximise media investment and campaign performance, by reaching tailored audiences with more relevant ads, based on user behaviour, at scale. In addition, data owners with access to the Audiencerate data onboarding platform can leverage the integration to seamlessly onboard, market and monetise their data via the Equativ curation platform, among a variety of other demand-side platforms (DSPs) and supply-side platforms (SSPs). The integration between Audiencerate and Equativ establishes a direct data bridge between the two platforms to ensure fast and simple data onboarding, driving efficient programmatic campaign activation. Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers." Alvaro Megias, Head of Operations & Marketing, Audiencerate: “This exciting new partnership opens our proprietary audiences, and those from other data owners, to the Equativ curation platform, an environment that is becoming increasingly popular to advertisers. The platform provides transparency for advertisers and helps maximise media investment which perfectly align with our goals as a business. It’s a true meeting of our technology, people and values.” Sara Weber, Director, Platform Partnerships, Equativ: “The creation of valuable private marketplaces is not just a trend – Equativ’s alliance with Audiencerate’s robust user data is a consolidation of what this key offering represents to buyers and publishers: addressability, reliability and scalability, all while benefiting industry professionals and respecting consumer privacy. We are excited to work with the Audiencerate team and are looking forward to expanding the scope of our partnership to benefit marketers, media owners, and data providers across the market.” Privacy compliance is core to the Audiencerate platform which adheres to all local data protection and privacy regulations, including GDPR, CCPA & TCF 2.0. Data is encrypted across all stages of the journey.

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AD NETWORKS

Hubvisor Enters a New Expansion Phase with a Game-Changing Ad Tech Product Line Used by Half of the Top 30 Publishers in France.

Hubvisor | September 19, 2022

Hubvisor announces today the reconfiguration of its solutions around three flagship products: MAESTRO, LENSE and DIRECT PATH. These products have been carefully crafted and are used by half of the top 30 publishers in France, including Le Figaro, Dailymotion, Adevinta/Leboncoin, TF1, and many more. These three products form a suite of never-seen-before ad tech products and are therefore only available in an all-in-one format. MAESTRO is the ultimate orchestration system for publishers. It features dozens of homemade technologies, including a wrapper and countless optimisation modules). Like an orchestra conductor, it is : Neutral: Maestro harmonises the competition between all the vendors that a publisher already has. Simple: Maestro can be activated in a few days, on all types of environments and formats. - Efficient. Maestro brings an average revenue increment of +60% by combining all available optimisation bricks. This is achieved without any additional demand from the publisher's existing partners. LENSE is a game changing dashboard. It allows the publisher to consult in real time everything that MAESTRO does and the metrics related to the publisher's digital advertising: The revenues generated and the dimensions of their source (be it bidders, DSPs, buyers, advertisers, sites, locations or environment) communicated by the publisher's partners are aggregated and rendered via an intuitive interface. Web performance of the publisher's advertising, including the time response of each partner and SSP. Analysis of future optimisation opportunities for the publisher. A complete deployment history to observe and store, in real time, the full granularity of what MAESTRO executes. A complete historical view of the deployments Hubvisor’s team made. Controls on the MAESTRO wrapper : managing floor prices and stopping bidders on certain inventories has never been easier. DIRECT PATH is Hubvisor's revolutionary SPO system. It allows a technical disintermediation of the value chain. It guarantees direct communication between the DSP’s purchasing systems and the publisher without the intervention of third party servers. DIRECT PATH allows to : Significantly reduce the costs incurred in the value chain. Significantly reduce latency due to servers. Significantly reduce the energy consumption of the programmatic value chain. - Guarantee total transparency of information between the buyer and the publisher - Guarantee an optimal identification rate close to 100% (cookie match) in the absence of intermediate servers in the value chain. Sylvain Travers, founder and CEO of Hubvisor, commented, "This reconfiguration aims to clarify our activities and make them more accessible to international publishers. We have taken great care to develop these breakthrough innovations over the past three years, and we now want to make them accessible to as many people as possible”. Sylvain Travers, founder and CEO of Hubvisor, commented, "This reconfiguration aims to clarify our activities and make them more accessible to international publishers. We have taken great care to develop these breakthrough innovations over the past three years, and we now want to make them accessible to as many people as possible”. About Hubvisor Founded in 2017, Hubvisor is a Publisher focused ad tech provider driving yield through fair auction dynamics and increased insight within the monetisation stack. This is done through a state-of-the-art header bidding wrapper and dozens of technical modules meant to simplify publishers’ daily operations all the while scaling up their ad business. Our mission at Hubvisor is to help publishers regain control of how their inventory is valued. We believe in transparency for all, optimal and fair yields and maximum performance for our Publishers.

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AD TECH AND MARTECH

Measured Launches In UK With New Tools That Enable Retailers to Maximise Advertising ROI

Measured | October 04, 2022

Measured has launched new tools and features to help marketers maximise advertising ROI and find new ways to grow. The latest product launch also marks Measured’s official arrival in the UK market to revolutionise how British retailers measure – and spend - their media budgets. Measured is the only media optimisation platform that reveals the true incremental contribution of advertising spend to business results. “Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO at Measured. “Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO at Measured. “That pressure is even more intense when there is uncertainty about the future, like the threat of a recession. By unlocking the power of the industry’s largest collection of media incrementality intelligence, Measured tools enable customers to continuously adapt and optimise media for their business-critical metrics.” Measured customers take scalpel to waste in marketing spend With the current recession in the UK, businesses are looking for ways to save money. Measuring the incremental contribution media investments make to business results can identify where to eliminate waste and determine the right channels, campaigns, and tactics to focus on to remain profitable. “By automatically calculating the estimated outcomes of proposed changes to our media mix, Media Plan Optimiser enables us to make confident decisions about spend allocation,” said Eli Esagoff, Growth Marketer at True Classic. “The ability to choose from different levels of intensity, based on budget flexibility and appetite for change, means it’s great for any type of advertiser. The tool has saved our team a lot of time deliberating over marketing mix decisions.” In the last year, Measured has been used by brands to optimise more than £3.65 billion in global advertising spend. Marketers at leading UK consumer brands, including MADE, Dermalogica UK, AB InBev UK and Stance, trust Measured to connect advertising spend to business results and answer the toughest marketing questions being asked by executives and stakeholders. New tools give marketers true visibility over how spend drives results Measured’s Media Plan Optimiser and a new benchmark comparison tool provide marketers with instant insights and recommendations to drive media efficiency and maximise the impact of their media spend. The Media Plan Optimiser saves time and reduces guesswork with accurate, automated spend recommendations for every channel and tactic. Using incrementality-driven allocation technology, integrated with company performance data, it shows how to generate the best results on every channel, while taking into account the diminishing returns of increasing spend. With customisable budgets, objectives, and optimisation strengths, advertisers can run and compare multiple scenarios in minutes to uncover opportunities to increase efficiency, scale, and diversify spend. With the new benchmarks' comparison feature, brands can also compare their critical media allocation, performance, and growth metrics against other brands in the Measured portfolio. By tracking costs, spend allocation, and results of similar brands, advertisers can identify market trends and reveal new channels or tactics worth exploring. Continuously updated with cross-portfolio data and insights from ongoing incrementality testing, marketers can use comparison data to answers questions like: Do I allocate more or less of my budget than my peers to certain channels or tactics? Are my conversion rates similar to other brands? Am I paying more than other brands for the same media? Is my media driving more incremental sales than other brands in my category? What other channels and tactics are working for my peer group that I should consider adding to my mix? Incrementality measurement for media attribution gains momentum As outdated models like multi-touch attribution break down due to increasing restrictions on how companies collect data and track users, incrementality-based attribution is on the rise as a reliable - and privacy compliant - method for measuring ad performance. Test and control experiments used to measure incrementality do not require tracking at the user level and can be used to determine which media channels or tactics contribute to business metrics - and by how much. The Measured platform is anchored on results and data from thousands of incrementality experiments that were run by all types of businesses and measured against actual conversion data from the brands. This collection of incrementality intelligence, only accessible to Measured customers, continuously grows more powerful as it is updated with results from hundreds of ongoing in-market tests. For each new customer, Measured builds direct connections to each available data source, then applies proprietary incrementality insights to the brand data to enable optimisation across all media channels in just two weeks. To find out more about Media Plan Optimiser and other tools available with the Measured platform visit: https://www.measured.com/products/measured-mdecisions-cross-channel-source-of-truth-reporting/ About Measured Measured helps brands maximize marketing efficiency and find new ways to grow with the only incrementality measurement approach that demonstrates the true business contribution of each advertising dollar spent. Through Measured's award-winning platform, marketers get access to the industry’s largest collection of incrementality intelligence and to customizable tools that enable them to validate, optimize, plan and test investments for every critical media channel and tactic. Since 2017, leading brands like Crocs, Faherty Brand, Parachute, Vuori, and Patagonia, have trusted incrementality insights from Measured for spend attribution and optimization, performance reporting, scenario planning, and experimentation. www.measured.com

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Spotlight

The Future Trends Council is focusing on both the present and the future; grouping together to discuss the challenges and opportunities for the advertising industry presented by a device so personal as wearable tech in this whitepaper.

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