BidMind, CatapultX | March 14, 2022
BidMind, an omnichannel programmatic advertising platform, has announced a partnership with CatapultX, the creator of the first and only AI-powered On-Stream™ video advertising and monetisation platform.
BidMind will use CatapultX’s technological solutions to further improve its programmatic advertising services. Through cooperation, BidMind will receive access to CatapultX’s inventory enhanced by contextual AI, which optimises the relevance of ad placements and subsequently boosts the advertising’s impact. This will broaden BidMind’s existing contextual targeting and provide their clients with the opportunity to win customers.
The importance of contextual targeting in advertising increases following the demise of third-party cookie support. Through big data and AI, marketers are aiming to boost precision and personalisation by utilising automatic content recognition technology, which enables devices to collect and analyse digital fingerprints by comparing displayed content with existing datasets to adjust ads according to context. For advertisers, it means that, with AI-based contextual targeting, they are much more likely to advertise not only to the right people, but also to do that in the best moment possible, to grab the attention of consumers and stimulate decision making.
“With contextual targeting tools, aligning messages with certain users and making ads less intrusive will become simpler by a considerable margin,” says Reid Mitnick, director of sales at BidMind. “The partnership with CatapultX will enhance BidMind’s semantic advertising offerings. This is an important step to help our advertisers reach their audiences when Google finalises the end of third-party cookies next year.”
“We are delighted to partner with BidMind and offer their clients CatapultX’s premium inventory and contextual algorithms for greater advertising opportunities,” says James Altschuler, co-founder and COO of CatapultX.
“We are delighted to partner with BidMind and offer their clients CatapultX’s premium inventory and contextual algorithms for greater advertising opportunities,” says James Altschuler, co-founder and COO of CatapultX. “This partnership will bring advantageous and rewarding results for us and BidMind’s clients.”
NEW YORK LIFE | February 16, 2022
New York Life, America’s largest1 mutual life insurer, today debuted Our Product, the latest advertising creative of the company’s “Love Takes Action” campaign. “Love Takes Action” reminds Americans that they have the power to act on their love to build better futures and protect loved ones. The first creative of the campaign, Agápē, launched in January 2020 in coordination with pro football’s championship game.
Our Product highlights the core of what New York Life delivers: agents who maintain caring relationships with clients and deliver guidance throughout their lives. The creative depicts long-standing traditions of New York Life’s diverse and industry-leading2 agents meeting with families and being there when they’re needed most.
This latest creative emphasizes the strong presence of our agents in their clients’ lives throughout all that life brings. The ‘Love Takes Action’ campaign is rooted in New York Life’s long-held core values of integrity and humanity, and the company’s purpose - to be there when our clients need us. By highlighting our agents’ caring role in supporting Americans as they act on their love, we believe the campaign continues to convey the message of love taking action in a meaningful and memorable way.”
Kari Axberg, co-head of marketing at New York Life.
Our Product will be seen regularly during Atlantic Coast Conference (ACC) and Pac-12 college basketball games, among other national broadcasts. The campaign features the hashtag #lovetakesaction.
Anomaly led the creative and production for the spot, which was directed by Spencer Creigh of Superprime.
ABOUT NEW YORK LIFE
New York Life Insurance Company (www.newyorklife.com), a Fortune 100 company founded in 1845, is the largest1 mutual life insurance company in the United States and one of the largest life insurers in the world. Headquartered in New York City, New York Life’s family of companies offers life insurance, retirement income, investments, and long-term care insurance. New York Life has the highest financial strength ratings currently awarded to any U.S. life insurer from all four of the major credit rating agencies3.
AD TECH AND MARTECH
MediaGo, Baidu Global, Xandr | March 11, 2022
Baidu Global today announced that its AI-integrated marketing platform MediaGo has entered into a strategic collaboration with Xandr, a data-enabled technology ad platform.
Through this integration, MediaGo’s global advertisers, marketers and brands now have access to premium, brand-safe display and native ad inventory from Xandr’s marketplace, with video formats on the roadmap. Initially available via Xandr’s Monetize SSP publishers in the U.S., the relationship will expand in the coming months to include premium publisher inventory across Europe, Asia-Pacific, Latin America, Australia and New Zealand.
“At MediaGo, we continually focus on improving our advertisers’ ad performance by helping them reach high value, large scale and audience focused inventory across the open internet, further enhancing their ability to reach higher ROI and better marketing results,” said Elaine Hu, Head of U.S. Strategy and Partnership at Baidu’s Global Business Unit.
“At MediaGo, we continually focus on improving our advertisers’ ad performance by helping them reach high value, large scale and audience focused inventory across the open internet, further enhancing their ability to reach higher ROI and better marketing results,” said Elaine Hu, Head of U.S. Strategy and Partnership at Baidu’s Global Business Unit. “To further this goal, we are excited to partner with Xandr across international markets, broadening the opportunities for our full funnel marketers to reach the right audiences, across different touch points.”
“Further deepening our commitment to driving results for both advertisers and content creators, we are delighted to partner with Baidu and bring the best of Xandr’s technology to MediaGo,” said Sze How Chan, associate director, market development, Xandr.
MediaGo is a global AI-integrated marketing platform under the Baidu Global brand that helps clients to rapidly expand into the global market and enhance international influence. Available to customers in East Asia, Southeast Asia, the Middle East, Europe and North America, MediaGo provides cross-media integrated marketing solutions, including programmatic advertising, advertising reselling and AI-backed recommendations to more than 10,000 companies. MediaGo is committed to building an AI advertising engine that leverages media context to achieve precision marketing in the modern era.
About Baidu Global
Baidu Global is the international AI business growth engine under the Baidu brand, providing global users with intelligent Internet services in multiple scenarios. Baidu Global covers more than 200 countries and regions around the world. With its strong localized operation capabilities, Baidu Global integrates global high-quality resources and offers a powerful engine that helps partners achieve rapid growth.
A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest, Xandr Monetize and Xandr Curate, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
Facebook | February 16, 2021
Maryland has approved the country's first tax on the revenue brought in from digital advertisements placed by companies like Facebook, Google, and Amazon.
On Friday, the State Senate voted to override the governor's veto of the measure following a similar vote from the House of Delegates, The New York Times reports. The measure is expected to generate as much as $250 million in its first year.
There do appear to be legal risks to the measure, which will likely face stiff challenges in court over how much governments can tax social media and technology giants. Both opponents and analysts cautioned that the bill could run afoul of both the First Amendment and federal regulations preventing discriminatory taxes on internet companies, The Washington Post reported in January.
The Maryland tax specifically applies to digital ads that are displayed within the state. It's also levied based on the ad sales that a company generates. Companies that make at least $100 million to $1 billion a year will be taxed at a 2.5% rate. Companies that make more than $15 billion — which includes Facebook and google — will face a 10% tax on digital ad revenue.
In addition to Silicon Valley lobbyists, other opponents of the bill include Maryland Republicans, local media outlets, and telecom companies. Those opponents say that the cost of the bill could be passed along to small businesses that buy advertising.
But state governments, which have been hurting during the pandemic, see similar bills as a way to refill the coffers. Legislators in Connecticut and Indiana have already introduced similar measures to tax social media giants.
The tax legislation is just part of a growing debate about the dominance and power of technology giants. In the U.S., companies like Facebook and Google are facing multiple antitrust lawsuits. Antitrust legislation introduced at the federal level could target those companies, as well as Apple.
The measures in the U.S. also follow in the footsteps of governments in Europe, which have introduced both new restrictions and new taxes on American and other technology giants.
Although antitrust laws and regulations could spillover and affect Apple, the Cupertino tech giant doesn't rely on advertising revenue. Instead, the bulk of the money it makes comes from sales of hardware and services.