ADVERTISER PLATFORMS

PostcardMania Expands First-of-its-kind Online/Offline Integration, Adding YouTube and Gmail Ads

PostcardMania | December 10, 2020

PostcardMania's flagship marketing integration, Everywhere Small Business, has received a platinum overhaul. The most current emphasis, named Everywhere Small Business Platinum, is the first-of-its-sort available to package conventional standard mail advertising with five digital marketing platforms. The launch permits PostcardMania to convey composed omnichannel advertising over the present most unmistakable physical and advanced stages in a solitary bundle constructed explicitly for small businesses.

Since its initial release in 2018, PostcardMania's Everywhere Small Business product has beated projections and desires. The base of its prosperity and reception by a huge number of independent companies is its value point; it's much lower than other comparable single-party oversaw omnichannel marketing products.

The product's extension goes ahead the impact points of long stretches of development inside PostcardMania's SEM (internet searcher advertising) division, which deals with the online segment of Everywhere Small Business. Since its dispatch in mid 2018, the division's staff has developed by 600% while the estimation of its conveyed administrations has expanded by 886%.

Spotlight

Dailymotion VP, Programmatic & Strategic Partnerships Nola Solomon explains personalized advertising and presents a contextual targeting use case in this clip from her presentation at Streaming Media East 2019.


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AD TECH AND MARTECH

Google’s AI advertising revolution: More privacy, but problems remain

Google | March 16, 2021

In March 2021, Google announced that it was ending support for third-party cookies, and moving to “a more privacy first web.” Even though the move was expected within the industry and by academics, there is still confusion about the new model, and cynicism about whether it truly constitutes the kind of revolution in online privacy that Google claims. To assess this, we need to understand this new model and what is changing. The current advertising technology (adtech) approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns. Recent advances have allowed digital advertisers to use deep learning, a form of artificial intelligence (AI) wherein humans do not set the parameters. Although more powerful, this is still consistent with the old model, relying on collecting and storing our data to train models and make predictions. Google’s plans go further still.

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ADVERTISER PLATFORMS

MetaGod Announces the Launch of Its Gamefi and Metaverse Platform

MetaGod | February 10, 2022

MetaGod, the London-based start-up, has announced the launch of its Gamefi and metaverse platform whereby it develops a complete ecosystem with a digitally rendered 3D virtual reality-based metaverse. It offers users the sole authority to create, build, and control their own metaverse focused on gamification, social interaction, entertainment, and play-to-earn. Since the last few years, the world has been witnessing an internet evolution greater than the innovations from the DotCom era or Social Media era, or perhaps even more significant than the internet itself. The internet is evolving to a stage that is more immersive, intuitive, and one-step closer to completely immersive virtual reality experiences. Online video games, console games, and mobile games have billions of downloads and continue to emerge as one of the most prevalent media forms in our society. This is leading towards a dedicated economy for play-to-earn blockchain games, which is growing at an exponential rate. In this new world of professional gaming and Esports, play-to-earn NFT games have been leading the charge in the fast-rising industry and new investments. MetaGod is poised to tap on this opportunity by creating a complete ecosystem around Metaverse and Gamefi. Deployed on Binance Smart Chain Network, this ecosystem will have a metaverse, with its first game based on the card game Monopoly that promises unlimited hours of gameplay fun while subsequently allowing players to earn in many ways. Emma Quinn, the CEO of MetaGod says, "MetaGod offers a metaverse and blockchain-based ecosystem, not just a single product or a game offering. The ecosystem consists of NFT based God Avatar Characters, Gamefi based play to earn offerings, a metaverse whereby users can play and immerse themselves like real world, game development and publication modules, Socializing Platform, Voting protocol for democratized governance and a dedicated marketplace for trading of NFT assets." METAGOD Gameplay As mentioned earlier, the MetaGod metaverse features a complete ecosystem, not just a game. In this regard, the ecosystem will feature an SDK whereby publishers can deploy all sorts of games whereby a player can participate, play and create lucrative income while enjoying the fun play.

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AD NETWORKS

Kargo Adds Attention Advertising With Acquisition of Parsec

Parsec Media, Kargo | April 01, 2022

Kargo today announced that it has acquired the attention-based mobile advertising business, Parsec. With Parsec, Kargo expands the ability of advertisers to buy digital media using the time an ad is exposed on screen across a variety of unique creative formats, creating the only platform to deliver attention-based, optimized, digital advertising for marketers. “Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo. “Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo. Kargo’s platform provides brands with a best-in-class environment to activate attention buys. With differentiated creative solutions for quality audiences, the platform performs well above industry benchmarks across key attention indicators. In a recent study conducted with MediaScience, Kargo’s ad formats delivered: 73% total audience attention (gaze) compared to 51% which gazed at standard banners 2x average gaze time for Kargo ads compared to standard banners 2x stronger brand memory than standard banners 2x purchase completion on product deal searches compared to standard banners Kargo clients are now able to buy media based on “seconds exposed,” which guarantees that no impression is wasted. Kargo’s attention-based solution moves the digital advertising market beyond viewability, providing a better understanding of the engagement that a particular creative and placement generates. At a time in the industry when brands are looking for more transparency and control over their media buying and looking for new ways to prove success beyond the crumbling cookie, attention provides the next level in measurement and understanding around media quality and creative efficacy. Later in 2022, Kargo plans to expand from time-on-screen measurements to include a variety of machine-learning-based intelligence that will further optimize campaign performance. With quality measurement from partners including Human, Clean.io and Adelaide, as well as the release of new attention formats, Kargo continues to raise the bar for quality, success and efficacy. “At Parsec, we’ve always believed that attention is the single most important metric in advertising. We are confident that Kargo will continue to deliver the extraordinary brand impact that our clients have come to expect,” said Diane deCordova, co-founder and COO of Parsec Media. About Parsec Media Parsec Media, a pioneer in attention optimization, quantifies the success of creatives and tactics. Parsec works with leading publishers across every vertical to provide a 100 percent transparent, brand-safe, and contextually relevant environment for brands. With a focus on attention metrics, Parsec aligns all stakeholders around a common goal: creating ads that people enjoy and find relevant. The company developed Adelaide, a SaaS solution leading in the rapidly growing field of evidence-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. For more information, visit parsec.media. About Kargo Kargo creates memorable digital advertising and content experiences. With a suite of impactful, exclusive advertising solutions, brands choose Kargo to make customer connections that count. Kargo is the leader for unique ad placements, with creative options that make the most of mobile, video and social media. For publishers, Kargo delivers technology that dramatically improves viewer experience, as well as inventory and page performance. Headquartered in NYC, Kargo is 350 employees strong with offices across the globe.

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AD NETWORKS

Nextdoor Empowers Small Businesses With the Launch of New Nextdoor Ads

Nextdoor | April 13, 2022

Today, Nextdoor (NYSE: KIND) announced Nextdoor Ads, an easy-to-use expansion of Nextdoor’s proprietary self-serve campaign management platform, designed to help small and medium-sized businesses (SMBs) advertise on Nextdoor. By providing a guided experience for creating and managing effective ads on Nextdoor, Nextdoor Ads empowers SMBs to build stronger brands with local audiences, turn neighbors into customers, and grow their business through advertising on the neighborhood network. “Neighborhoods are one of the most important communities in our lives and when local businesses thrive, neighborhoods thrive,” said Kiran Prasad, Head of Product at Nextdoor. “Small businesses need a simple solution to reach customers in their local area at scale. On Nextdoor, small businesses are a trusted and core member of an active valued community – it’s where they can engage neighbors when and where it matters most, and ultimately grow their business.” The launch of Nextdoor Ads supports the company’s broader product strategy of building an active valued community where neighbors, businesses, and public services can trust and depend on each other to exchange valuable information, goods, and services. From home services to restaurants, SMBs can leverage this platform to reach active, local customers. “Nextdoor has helped me grow my business exponentially and about 50-60 percent of my customers are through Nextdoor,” said small business owner, Bill Evans, of Flowing Current Electric based in Clayton, NC. “Running a small business keeps me quite busy, so being able to easily create an ad once and having that ad yield so many new customers has been amazing.” Nextdoor is a powerful platform for SMBs looking to grow locally. Nearly 1 in 3 U.S. households are already on Nextdoor and these neighbors are motivated to support local businesses. Pre-pandemic, 88% of neighbors* frequented a local business at least once a week. Now, 72% of U.S. adults** are making it more of a priority to support local businesses compared to before the pandemic. Nextdoor neighbors also love to spread the word — they’ve already shared over 55 million local business recommendations on the Nextdoor platform. Nextdoor not only connects businesses with this active audience of neighbors, but also helps them build trusted relationships with a uniquely engaged local audience and grow their word-of-mouth reputation. "Small businesses are at the center of thriving neighborhoods. We are excited to deliver an ads solution suite for small businesses that removes the barrier to entry in campaign management, enables ad creation in just a few steps, and reaches neighbors in their immediate neighborhood and beyond," said Heidi Andersen, Head of Revenue at Nextdoor. "Small businesses are at the center of thriving neighborhoods. We are excited to deliver an ads solution suite for small businesses that removes the barrier to entry in campaign management, enables ad creation in just a few steps, and reaches neighbors in their immediate neighborhood and beyond," said Heidi Andersen, Head of Revenue at Nextdoor. "The majority of neighbors that visit Nextdoor at least once a month do not regularly use other social networks. With Nextdoor Ads, small businesses can increase sales and reach real people in the neighborhoods that matter to them."*** Nextdoor Ads is slated to fully launch in the U.S. in the coming weeks, enabling SMBs to quickly and easily create advertising campaigns to engage with their neighbors and grow their businesses on Nextdoor. To start advertising, SMB users with a free Nextdoor business account can login to select their goal, build their ad, choose their target audience, set their daily budget and ad duration, and publish. Campaigns can be launched in just a few clicks, delivering their brand and message directly to targeted neighbors and neighborhoods. SMBs can then easily track campaign performance from their Nextdoor Ads dashboard. Nextdoor provides a user-friendly ads platform and is also home to a multitude of marketing resources to aid SMBs in variety of business sectors including: Home & Garden Real Estate Professional Services Food and Beverage Retail Medical and Dental Personal Care and Beauty Health and Wellness Pet Care Services Family Care Services Today, Nextdoor is the neighborhood network, delivering scale with 69 million neighbors globally as of the end of Q4 2021. The expansion of Nextdoor's campaign management platform with the launch of Nextdoor Ads will provide businesses of all sizes, including SMBs, with access to the same ad inventory on Nextdoor. For more information on Nextdoor Ads for SMBs, visit https://business.nextdoor.com/en-us/small-business/product/ads. *Figure from Nextdoor survey conducted in February 2020. Total sample size was more than 2,000 Nextdoor users in the US. **Figure from YouGov Plc on behalf of Nextdoor. Total sample size was 14,904 adults (of whom 2,469 were US adults). Fieldwork was undertaken between August 31, 2021 – September 17, 2021. The survey was carried out online. The figures have been weighted and are representative of all US Adults (aged 18+). ***According to the Q4 2021 U.S. data from GWI, 76% of neighbors who visit Nextdoor at least once per month don’t visit Snap, 69% don’t visit TikTok, and 58% don’t visit Twitter. About Nextdoor Nextdoor (NYSE: KIND) is where you connect to the neighborhoods that matter to you so you can belong. Kindness is core to our purpose: to cultivate a kinder world where everyone has a neighborhood they can rely on. Neighbors around the world turn to Nextdoor daily to receive trusted information, give and get help, get things done, and build real-world connections with those nearby — neighbors, businesses, and public services. We believe connecting with others is a universal human need. That truth, and the reality that neighborhoods are among the most important communities in our lives, have been guiding principles for Nextdoor since the beginning. Today, neighbors rely on Nextdoor in more than 285,000 neighborhoods around the world, including the United States (nearly 1 in 3 U.S. households), the United Kingdom, Germany, France, the Netherlands, Italy, Spain, Sweden, Denmark, Australia, and Canada, with many more to come. Nextdoor is based in San Francisco. For additional information and images: nextdoor.com/newsroom.

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