ADVERTISER PLATFORMS

MGID Integrates Oracle Moat

MGID, Oracle | September 16, 2021

MGID, the global pioneer in native advertising, has directly integrated Oracle Moat into its platform, to provide enhanced measurement, transparency and verification to its advertisers.

Oracle Moat Analytics will give MGID’s advertisers access to trusted third-party measurement for every aspect of their native and display campaign performance, including viewability and attention, reach, and frequency, as well as sales lift measurement. With the integration, advertisers will benefit from verification by one of the world’s most trusted measurement companies that their campaigns are delivering real value.

Sergii Denysenko, CEO at MGID, commented: “As our advertising technology continues to evolve, we want to ensure we’re continuing to provide the solutions our advertisers need to optimize campaigns and measure success. We’re constantly evaluating our tools and partnerships to enable brands to feel confident about their investment in MGID, so we’re excited to introduce this new integration that will give our advertisers full transparency into the success of their native and display campaigns, and further prove the quality of our traffic

About MGID
MGID is a global native advertising platform that drives revenue growth for all participants of the ecosystem. Since its foundation in 2008, MGID has become a leading content recommendation platform, targeting 850 million unique readers with 185 billion recommendations monthly. The MGID platform helps publishers retain and monetize audiences, while driving performance and awareness for brands by connecting them to unique audiences, at the right time, with the right content.

About Oracle
Oracle offers integrated suites of applications plus secure, autonomous infrastructure in the Oracle Cloud.

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AD NETWORKS

DV study underscores that Attention-grabbing ads are key to performance, but context is key

DoubleVerify | November 17, 2022

DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today releases its 2022 ‘Four Fundamental Shifts in Advertising and Media’ report. Two years on from DV’s original report, this expanded edition analyzes insights from over 16,600 global consumers in 18 countries. At a time of significant macroeconomic change, these findings reveal the dynamic relationships between consumers, digital content, and advertising—arming stakeholders with the insights they need to make well-informed strategic decisions. Key takeaways include: Cost of living concerns drive “stay at home” content consumption—particularly on CTV and social media—with most (55%) consumers now spending more time consuming content daily than they did pre-pandemic. Attention fuels media efficacy—two thirds (66%) of respondents claimed an ad that captures their interest in the first five seconds will make them more likely to pay attention. Online shopping surges and is bolstered by a contextual approach—54% of respondents report buying more items online now than pre-pandemic, while 67% are more likely to pay attention to an ad if it’s relevant to the content they’re viewing—such as reviews or gift ideas. Trust and shared values foster loyalty, but consumers are quick to judge—consumers are concerned about the spread of mis- and disinformation, and it shows—61% are even less likely to purchase/use a brand again if they see it advertised beside mis- or disinformation. “This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarizing content, to a continued shift in the platforms and channels consumers are turning to for content consumption,” said Mark Zagorski, CEO of DoubleVerify. “Brands must react to these changing habits to ensure they reach the right audiences as efficiently as possible and maximize their digital investments. As our research shows, with digital content consumption rising, there’s a clear opportunity to garner consumer attention and power campaign performance. To unlock this opportunity, brands must evolve their ad strategies—meeting their audiences where they consume content and focusing on contextually relevant, attention-grabbing ad placements that also safeguard their brand reputations.” “This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarizing content, to a continued shift in the platforms and channels consumers are turning to for content consumption,” said Mark Zagorski, CEO of DoubleVerify. Consumer appetite for content continues to soar—led by CTV, streaming, and social Globally, most (55%) consumers are spending more time each day consuming content now than they did pre-pandemic. Inflation is a key driver here with almost half (45%) of respondents noting the reason they’re spending more time consuming digital content is because they are staying at home due the rising cost of living. CTV (Connected TV) and streaming services have clear momentum, with 55% of respondents having subscribed to additional services in the past 12 months*. Meanwhile, globally, 27% expect to spend more time on social media in the year ahead—peaking at 41% among 18-24 year olds. With costs under consumer scrutiny and digital content consumption rising, ad-supported content represents a growing opportunity for advertisers, with 59% open to ad-supported video streaming apps if it cuts prices. Brands must address attention fragmentation—or risk losing consumers Survey respondents reported that they believe they see between 1 and 50 ads per day—estimates suggest the true average figure is at least 4,000.** Where an ad appears determines its impact, according to consumers. YouTube dominates as the number one proprietary platform for securing the attention of respondents in 15 out of 18 countries surveyed—followed by Facebook (39%) and Instagram (28%).*** Newer platforms continue to attract consumer time and engagement. TikTok is rapidly growing, and 43% of 18-24 year olds report they plan on spending more time in the app over the next 12 months. Timing is essential with two thirds (66%) stating that they are more likely to pay attention if an ad captures their interest in the first five seconds. Shopping’s digital maturity presents a new opportunity for brands to make an impact Online shopping continues to grow as most consumers, 54%, report buying more items online now than they did pre-pandemic. Pre-purchase habits are also evolving, with over half (53%) highlighting they use digital content to inform planned purchases more often than they did before the pandemic. With two thirds (67%) of consumers saying they are more likely to pay attention to an ad if it’s relevant to the content they’re looking at—like reviews or gift ideas. This reinforces the importance of contextually relevant ad placements. Brand values are key as consumers reward action against inflammatory content, mis- and disinformation Likely exacerbated by polarized news and opinions, the majority of survey respondents (68%) are concerned that levels of mis- or disinformation**** are increasing—and brands must be conscious of ad adjacency. In fact, 61% would be less likely to purchase/use the brand again if they saw it advertised next to content that they determined to be mis- or disinformation. The majority of survey respondents (82%) state they have been exposed at some point to mis- or disinformation on social media. Brand action on mis- and disinformation will be rewarded with trust from consumers. The majority (69%) value brands that actively fight against mis- and disinformation and the same number (69%) state that companies that are genuine and authentic appeal to them. For the full 2022 ‘Four Fundamental Shifts in Advertising and Media’ report, visit: https://doubleverify.com/four-fundamental-shifts-in-advertising-and-media-report-2022 About DoubleVerify DoubleVerify (“DV”) (NYSE: DV) 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. Learn more at www.doubleverify.com.

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DISPLAY ADVERTISING

Go Addressable and Advertiser Perceptions Poll Finds 81% of Advertisers are Satisfied with Addressable TV Advertising

Go Addressable, Advertiser Perceptions | November 18, 2022

Go Addressable, an industry initiative created by television distributors to advance addressable advertising, today released new research findings – in conjunction with Advertiser Perceptions – that tracks the latest growth, adoption and usage of this medium. The report, the final of a three-part series, found that 81% of advertisers said they are overall “satisfied” with the addressable TV advertising options today, up from 72% who expressed this sentiment last year. Additionally, 41% of marketers not currently using addressable TV advertising plan to do so in 2023. The number is a marked increase compared to just 25% surveyed at this time last year. To compile the report, the two entities polled 300 brand and agency respondents, allowing them to capture real-time, industry practitioner feedback. This latest installment yielded several noteworthy key insights, with the overarching takeaway being that 2023 looks to be a promising year – as far as interest, usage and momentum – for addressable TV advertising. Other notable findings from the report include: 77% of marketers who have used the medium said they are satisfied with the measurement solutions available for addressable TV. 37% of those currently using addressable advertising said they plan to increase their ad spend in it in 2023. Another key indicator of addressable advertising’s growth and adoption: Respondents noted that addressable advertising is now simpler to buy and both the number of options and cost to implement have improved. And, 96% of those using the medium today said they are buying from either AVOD, programmers, OEMs or MVPDs. This points to the fact that marketers are working with multiple addressable providers to reach their audiences across different screens and services. “We’re thrilled to see that momentum is continuing to build behind addressable advertising headed into 2023,” said Kevin Arrix, SVP, DISH Media. “We’re thrilled to see that momentum is continuing to build behind addressable advertising headed into 2023,” said Kevin Arrix, SVP, DISH Media. “These latest findings capture the industry’s enthusiasm and adoption of addressable, which has become an increasingly important tool for advertisers to reach their audiences effectively and with tangible ROI.” Concurrently, the Go Addressable group surveyed its participating companies and found that the industry initiative has helped to enable a monthly average of 53 billion linear advertising minutes since the inception of GoAddressable in June 2021. (For context, there are more than 1.2 trillion minutes per month in linear advertising per minute, according to Nielsen.) All participants also indicated that inventory can grow with additional demand. “This is a big moment in the history and future of addressable advertising,” said Samantha Rose, EVP, Strategic Investment Lead, Horizon Media. “The medium is one of the most promising and topical ones in today’s TV ad ecosystem. From ease of use to technical enablement to the number of options available, we’ve come a long way in unlocking the scale and potential behind addressable advertising, while doing so in a privacy focused way, and I look forward to what we, as an industry, can do to further its growth and evolution in 2023.” These latest research findings come as Go Addressable today hosts its second annual industry addressable advertising conference. This year’s event takes place on Wednesday, November 16, in New York, with speakers spanning thought leaders from Publicis Media, GroupM, OpenAP, VideoAmp, Warner Bros. Discovery, LiveRamp and more. More information here. About Go Addressable Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications’ Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media and VIZIO) to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit goaddressable.com. About Advertiser Perceptions Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com

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AD TECH AND MARTECH

AiAdvertising Campaign Performance Platform Helps Drive Results for Act! Software

Act!, AiAdvertising | November 14, 2022

AiAdvertising, Inc. (OTC: AIAD), a next-generation AdTech company focused on harnessing the power of artificial intelligence (AI) and machine learning (ML) to build software for today’s marketing leaders, today announced its early success in helping drive the expansion stage of the Act! CRM and Marketing Automation Platform. Together they are pushing the envelope on what is possible in digital advertising and marketing by embracing AI to advance audience creation and persona-driven targeting with AI-informed models that are delivering real result. “Every company, and certainly every marketer, is seeking growth,” said Act! CMO Steve Martin. “Every company, and certainly every marketer, is seeking growth,” said Act! CMO Steve Martin. “With AiAdvertising, we have found an innovative partner who enables our growth ambitions with next-generation AI/ML-enabled AdTech via their Campaign Performance Platform. As Act! pursues its growth goals, we’re excited to be partnering with an innovative leader in persona-driven digital advertising and marketing,” added Martin. “AiAdvertising continues to advance our efforts with AI-informed models that are delivering real returns for us.” “We have achieved immediate and consistent results with AiAdvertising. These programs have contributed significantly to our lead volume and at a lower cost per lead. This has led directly to thousands of new prospects being introduced to the upgraded Act! product portfolio. AiAdvertising has fundamentally changed the way we target our promotions and has proven that persona-driven campaigns are not only more effective, but also lower our cost to acquire new customers. It’s a win/win,” concluded Martin. “Act! is yet another successful example of how we are becoming the platform of choice for performance driven CMO’s. We provide an end-to-end solution which harnesses the power of AI and provides full transparency of what is working, what is not, and what to do next,” said AIAD CEO Jerry Hug. “Consistent with their roots, and to their credit, they are innovators and early adopters, and we are looking forward to helping them achieve their ambitious growth goals,” Hug added. About Act! Act! is the leading CRM and Marketing Automation platform that empowers small and midsize businesses to market better, sell more, and create customers for life. For more information about Act! Please visit www.act.com. About AiAdvertising AiAdvertising, Inc. (OTC: AIAD) is a next-generation AdTech company that is harnessing the power of artificial intelligence (AI) and machine learning (ML) to build software for today’s marketing leaders. We are focused on eliminating waste and maximizing the return on digital ad spend. Our flagship product, the Campaign Performance Platform, is a subscription-based, end-to-end Ad Management solution. The platform empowers brands and agencies to easily target, predict, create, scale, and measure hyper-personalized campaigns. For more information about the Company, please visit www.AiAdvertising.com or our LinkedIn or Twitter pages.

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MOBILE ADVERTISING, AD NETWORKS, ADVERTISER CAMPAIGN MANAGEMENT

Estrella Media Taps FreeWheel to Accelerate Growth of Connected TV Advertising for Its Spanish Language Digital Channels

Estrella Media, Inc. | December 15, 2022

Estrella Media, the transformative Spanish-language media company serving a diverse multiplatform Hispanic audience in the US, today announced that it has partnered with FreeWheel, a global technology platform for the TV advertising industry, to expand its connected TV (CTV) advertising business. The partnership will enable both companies to elevate and support the enormous growth of Hispanic CTV across the valuable Estrella Media platforms thru EstrellaTV, Estrella News, Cine EstrellaTV, Estrella Games and the EstrellaTV App. Estrella drove over 1.33 billion streaming minutes of its original content in November with a third of it on CTV, including the hit reality series Rica Famosa Latina, the venerated Premios de la Radio Regional Mexican music awards, the scripted Latin comedy Norteados con Don Cheto and five daily news shows on Estrella News including 24 Horas. While more and more households across the US consume CTV, there has also been a critical consumption shift within Hispanic households. According to Nielsen research, Hispanic households over-index on CTV consumption compared to the average US household. Per Horowitz Research, seven in 10 Hispanic TV content viewers watch Spanish-language programming, up 11% from last year. Furthermore, the share of Hispanic TV content viewers who rely only on streaming has continued its upward trajectory: 38% of Hispanic only subscribe to streaming services and not to an MVPD. Today, Estrella is one of the largest US producers of Spanish-language video and audio content for multiplatform distribution worldwide, with a library of over 20,000 hours of original video content. By leveraging FreeWheel’s advanced technology, the media company is on track to accelerate its growth into the valuable CTV space across FAST and AVOD. "Our passionate audience is watching more CTV than ever before,” said René Santaella, Chief Digital & Streaming Officer. "We need to make sure they get an excellent free ad-supported experience surrounding the content they love. FreeWheel is helping our ad sales operation achieve better ROI on CTV so everyone wins.” FreeWheel will power Estrella’s comprehensive revenue strategy for direct and programmatic monetization to reach Hispanic audiences, including all CTV and OTT inventory. "As audiences fragment across screens, programmers and advertisers need solutions that can help them find and scale this viewership across CTV. Estrella is seeing significant growth with the important US Hispanic market across its CTV audiences. We're thrilled to be a key partner to help the company drive and monetize this business.” Katy Loria, Chief Revenue Officer at FreeWheel. About Estrella Media, Inc. Estrella Media is a leading Spanish-language media company and one of the largest US producers of Spanish-language video and audio content for multiplatform distribution worldwide, with over 20,000 hours of original video content. Estrella Media's content studio feeds all its digital and linear media platforms, including EstrellaTV, its national broadcast television network that is seen in over 60 million US households on 16 owned or operated stations and 33 affiliated stations, as well as through cable and satellite providers and digital streaming platforms; Estrella News, the first 24/7 Spanish-language multiplatform digital news network in the US; and Estrella Games, the first 24/7 curated Spanish-language game show channel in the US In 2021, Estrella Media's digital content surpassed one billion viewership minutes.

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