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Quantcast Launches Brand Advertising Solutions to Maximise the Impact of Every Marketing Dollar

Quantcast | June 18, 2022

Brand Advertising Solutions
Quantcast, a global advertising technology company, announced the launch of a suite of new solutions for digital marketers who demand more from their brand advertising. With these new products, marketers can seamlessly plan, activate, and measure video, native, and display brand campaigns across the web and on connected TV (CTV). Building on Quantcast’s widely adopted cookieless technology, marketers benefit from access to their entire audience, today.

“As programmatic brand advertising has grown so has the complexity for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback,” said Konrad Feldman, co-founder and CEO of Quantcast.

“As programmatic brand advertising has grown so has the complexity for marketers. Siloed systems and data detract from marketing intent, limit marketing innovation, and lack real-time, actionable feedback,” said Konrad Feldman, co-founder and CEO of Quantcast. “We’re excited to introduce our streamlined take on integrated brand advertising, with automated optimisation and timely measurement of impact.” 

Now, with the Quantcast Platform, marketers can measure and optimise brand advertising as effectively as their direct response campaigns. These new easy-to-use solutions build on Quantcast’s leadership in data and machine learning to deliver planning against scalable audiences and premium inventory, hi-fidelity audience activation across screens, automated campaign optimisation, and comprehensive measurement of brand advertising’s impact on consumer preference and downstream business outcomes.

“We were thrilled with the results that Quantcast delivered for Lancôme. Their brand solution was instrumental in engaging customers and prospects and driving awareness with different user groups,” said Yin Hong, senior product manager, Lancôme. “The results that they drove surpassed our targets and expectations, and demonstrated that programmatic advertising can really play a role within a brand campaign.”

Introducing Brand Lift Live by QuantcastTM
At the heart of this new product suite is Brand Lift Live, an integrated, real-time survey solution that enables marketers to optimise campaigns continuously against the brand awareness and consideration metrics that really matter, rather than limiting substitute metrics such as viewability and click-through rate (CTR).

Within the Quantcast Platform, Brand Lift Live uses statistically controlled survey groups to measure the real-time impact of ads throughout a campaign, allowing for refinement of campaign audiences and delivery characteristics to maximise the impact of every marketing dollar. A new measurement approach for the open internet, Brand Lift Live complements traditional research methodologies similar to the way a fitness tracker complements an annual medical checkup.

“We started with a simple question ‘how can we make brand budgets work harder?’ and since improvement requires measurement, that’s where we started,” said Peter Day, chief technology officer, Quantcast. “We found that practitioners relied on poor proxy metrics like viewability and CTR because assessing what they really care about - recall, awareness and consideration - in a timely and precise enough manner to support campaign optimisation was simply too hard. Brand Lift Live solves this problem.”

The advantages of Brand Lift Live include:
  • Actionable Campaign Data: View lift data in real-time and take action on campaigns in flight to adjust frequency, creative, messaging, and audience to maximise brand lift.
  • Simple Setup: Brand Lift Live is easily configured alongside campaigns, allowing for the design, surveying and response capture without the need for any third-party integrations.
  • Flexible Survey Options: Marketers can easily measure the impact of brand campaigns with multiple survey options that will best fit their campaign’s branding objectives.

“Brand Lift Live helped to take our brand campaign learnings to the next level, by giving us real world insights that can be implemented quickly and effectively,” said Grace Bailey, senior marketing manager at Auto Trader.

With these new capabilities, advertisers can use the Quantcast Platform to plan and validate custom audiences and discover compelling supply for their audiences across CTV, desktop, and mobile. Campaigns can be configured in minutes and the intuitive features greatly aid marketers in diagnosing issues to promote consistent performance and delivery. Alongside Brand Lift Live, additional platform insights examine the incremental reach of campaigns across web and CTV and the downstream contribution these brand activations deliver to performance campaigns and conversions.

Spotlight

Advertising in the social ecosystem offers presidential candidates bigger results than tweeting and Facebooking alone. Mainstream media is already asking: how big a role will social ads play in the 2012 presidential election? To create this infographic about the 2012 landscape for political advertising, 140 Proof’s Data Team reviewed data from the 2004 and 2008 elections as well as recent reporting from AdAge, Adweek, and eMarketer.


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HUMAN Discovers and Disrupts Ad Fraud Scheme Impacting 89 Apps with More Than 13 Million Downloads from Google Play and Apple App Stores

Human Security | September 26, 2022

HUMAN Security, Inc. (formerly White Ops), the global leader in safeguarding enterprises from digital attacks with modern defense, today announced the discovery and disruption of a highly sophisticated fraud operation targeting advertising software development kits (SDKs) within 9 apps on the Apple App Store and 80 Android apps on the Google Play Store, which collectively have been downloaded more than 13 million times. The attack, nicknamed Scylla, is an adaptation of a fraud scheme first observed and disrupted by HUMAN’s Satori Threat Intelligence and Research Team in 2019. While the attack is ongoing and actively being monitored by the Satori team, HUMAN has collaborated with Apple, Google and others to take down the fraudulent apps from their respective app stores. “Our number one goal is to protect our customers and the digital ecosystem from cybercriminals such as those behind these attacks. The only way we can do this is with modern defense where we can work together across the industry on disruptions like Scylla,” said HUMAN Co-Founder and CEO Tamer Hassan. “Our number one goal is to protect our customers and the digital ecosystem from cybercriminals such as those behind these attacks. The only way we can do this is with modern defense where we can work together across the industry on disruptions like Scylla,” said HUMAN Co-Founder and CEO Tamer Hassan. “We will continue to remain vigilant for other similar attacks and harness the work of collective protection—where an attack on one is a protection event for all—disrupting the economics of cybercrime. That’s the only way we win. ” Scylla is the third wave of an operation HUMAN first uncovered in 2019, in which a collection of 40+ Android apps openly committed multiple types of ad fraud. That scheme, nicknamed Poseidon after elements of the code within the apps, was disrupted by the Satori team’s reverse engineering efforts, resulting in Google removing the apps from its Play Store. A 2020 adaptation of the scheme, nicknamed Charybdis after the daughter of Poseidon, incorporated additional code obfuscation and SDK targeting techniques. Today’s announcement of the disruption of Scylla—named after the granddaughter of Poseidon—reflects a new evolution from the threat actors behind the scheme. While the Poseidon and Charybdis operations centered wholly on Android apps, the Satori team has found evidence that Scylla additionally targets iOS apps and has expanded the attack to other parts of the digital advertising ecosystem. HUMAN’s Satori team worked closely with the Google Play Store and Apple App Store to ensure all of the apps identified as being associated with the Scylla operation have been removed from public access. HUMAN also closely collaborated with impacted advertising SDK developers to mitigate the impact of the operation to their processes and their advertising partners. Customers of HUMAN’s MediaGuard solution are protected from fraud associated with Scylla and with its predecessors. Apps within the Scylla operation committed fraud through a variety of tactics, including: App spoofing, in which the Scylla apps pretended to be other apps for the purpose of digital advertising, Hidden ads, in which the apps would render advertisements in places a user couldn’t actually see them, and Fake clicks, in which the apps would keep track of real clicks on advertisements in order to fake additional clicks later. These tactics, combined with the obfuscation techniques first observed in the Charybdis operation, demonstrate the increased sophistication of the threat actors behind Scylla. This is an ongoing attack, and users should consult the list of apps in the report and consider removing them from all devices. As this attack has evolved multiple times already, the Satori team has withheld certain details about the operation in order to better track and report on further adaptation. HUMAN verifies the humanity of more than 15 trillion digital interactions per week, offering enterprises a platform with unmatched visibility into fraudulent activity across the Internet. HUMAN achieves this scale through its continued expansion in cybersecurity, including its recent merger with PerimeterX, now offering a suite of products to protect the complete digital customer journey. With new partners and enterprises now able to leverage the Human Defense Platform, comes an even deeper understanding of the cybercrime landscape, enabling HUMAN to adapt continuously, staying ahead of adversaries with modern defense (leveraging internet visibility, network effect, and disruptions), and safeguarding clients with collective protection against threat models they have yet to encounter. The Satori team used numerous tools to identify Scylla and its operators, whose information has been shared with law enforcement. To learn more about the Scylla operation, visit the HUMAN blog. About HUMAN HUMAN is a cybersecurity company that safeguards 500+ customers from digital attacks including sophisticated bots, fraud and account abuse. We leverage modern defense—internet visibility, network effect, and disruptions—to enable our customers to increase ROI and trust while decreasing end-user friction, data contamination, and cybersecurity exposure.Today we verify the humanity of more than 15 trillion interactions per week across advertising, marketing, e-commerce, government, education and enterprise security, putting us in a position to win against cybercriminals. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.

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Bucketplace’s oHouse Leverages Moloco Retail Media Platform to Enhance the Shopper Experience and Enable Merchant Advertising

Moloco, oHouse by Bucketplace | August 30, 2022

Moloco, a machine learning company, today announced that technology platform Bucketplace is utilizing Moloco Retail Media Platform to drive the evolution of its oHouse marketplace through enhanced user experiences and by enabling merchants to make their products discoverable. oHouse is an e-commerce and lifestyle app where shoppers easily source and purchase home goods from thousands of merchants on a single platform. Throughout its growth, oHouse has focused on upholding its core value of customer experience while helping more and more merchants grow their gross merchandise value (GMV) through sales of interior décor, furniture, and appliances. To sustain the marketplace’s ambitions for revenue growth while staying true to its core value, oHouse needed a way to monetize its platform while ensuring the experience was beneficial for their shoppers and merchants. The oHouse team considered building its own sponsored ads solution but quickly realized how challenging it would be to parse and deeply understand behavioral data and use that data to consistently and accurately provide the right ad content in the right place and at the right time. Such an effort would take years of R&D, data science, product, and design investment. By partnering with Moloco, oHouse is taking advantage of Moloco’s years of machine learning expertise, unlocking the power of complex deep neural networks as a service. The Moloco Retail Media Platform technology enables e-commerce platforms to serve the most relevant ads based on the marketplace’s own real-time and historic first-party data. As such, merchants can run optimized sponsored ad campaigns that target audiences most likely to convert and deliver the maximum return on ad spend (ROAS) while e-commerce platforms can maintain their user experience by showing shoppers only the most relevant sponsored products. Implementing an intelligent and well-trained retail media solution typically takes quarters, even years. But Moloco partnered directly with oHouse from scoping and design to implementation, using its Retail Media Platform APIs to meet the aggressive goal of launching the solution within three months. As a result, 15% of oHouse’s total merchants were onboarded to the self-serve campaign interface within the first quarter of deployment. “Moloco Retail Media Platform was key in helping us provide strategic value and strengthen satisfaction among our merchants, which was really rewarding,” said Scott Lee, Head of CEO Office, oHouse. “Moloco Retail Media Platform was key in helping us provide strategic value and strengthen satisfaction among our merchants, which was really rewarding,” said Scott Lee, Head of CEO Office, oHouse. “We want to be the platform that provides the best customer experience in the lifestyle category with machine learning-based optimization, and we want Moloco as our partner on this journey,” he added. Results of A/B tests showed that shoppers exposed to product ads based on the oHouse marketplace’s own first-party data purchased 2.2% more than shoppers who weren’t shown ads. Some merchants even doubled their GMV after running ads or tripled their return on ad spend when compared to advertising on other marketplaces. “Built with powerful, deep neural network machine learning, Moloco’s Retail Media Platform leverages first-party data including user searches, product views, and purchase history to engage shoppers with only the most relevant ads and offers for a highly personalized buyer journey,” said Ikkjin Ahn, co-founder and CEO, Moloco. “Our solution provides a robust performance ad platform to help e-commerce companies of all sizes reinvent their marketplaces, create new revenue streams for their merchants, and help them reach their target shoppers.” Learn more in the case study on oHouse’s implementation of Moloco Retail Media Network and video featuring Scott Lee, Head of CEO Office, oHouse. About Moloco Retail Media Platform Moloco Retail Media Platform is a turnkey ad serving solution that enables e-commerce companies to set up in-house advertising businesses to drive purchases for their merchants. Moloco Retail Media Platform serves relevant sponsored ads at the right points throughout the buyer journey, helping merchants achieve the highest possible return on ad spend. Its self-serve, easy-to-use platform empowers e-commerce companies to build scalable retail media businesses that generate demand when and where it matters the most, driving customer loyalty, satisfaction, and lifetime value. To learn more about Moloco Retail Media Platform visit https://www.moloco.com/rmp. About Moloco Moloco’s goal is to make the digital economy more transparent, equitable, and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com. About oHouse by Bucketplace Operated by South Korean startup Bucketplace, which recently secured $182 million in Series D funding, oHouse is the #1 lifestyle app in Korea, offering solutions across the interior space with a myriad of services inspired by content, including an e-commerce store, home remodeling, furniture delivery, home tasks (repair and installation), and moving services. As a leader in the lifestyle category, oHouse combines innovative services with a best-in-class customer experience to change peoples’ lives for the better.

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MGID Scoops ‘Best Digital Ad Network’ at MarTech Breakthrough Awards

MGID | August 16, 2022

MGID, the global advertising platform, has been named ‘Best Digital Ad Network’ in the MarTech Breakthrough Awards. The accolade is in recognition of MGID’s contextual intelligence technology and stringent, transparent processes around brand safety. MGID’s contextual intelligence solution allows advertisers to deliver ads across its portfolio of premium publishers in the most relevant and appropriate environment, without the use of third-party cookies. Utilising its proprietary AI algorithms, context and sentiment of content can be determined. Analysis of MGID’s publisher partners using the solution identified 83% of brand-safe inventory with them, maximising campaign scale with fewer false positive blocks of sensitive topics. Sergii Denysenko, CEO of MGID, said: “Receiving this award is a huge achievement for us; it highlights the impact of our contextual intelligence solution and rewards the efforts we put towards brand safety measures and ethical advertising." Sergii Denysenko, CEO of MGID, said: “Receiving this award is a huge achievement for us; it highlights the impact of our contextual intelligence solution and rewards the efforts we put towards brand safety measures and ethical advertising. Our contextual intelligence product is designed to help unlock blocked inventory, generate more revenue and increase the relevance of ads when placed next to pertinent content, driving campaign performance while ensuring brand safety for advertisers. Alongside this, our offering as a business is based upon transparent and brand-safe processes, an ongoing commitment we are pleased to see rewarded.” “Brand safety has been under a much brighter spotlight recently, raising questions and challenges for brands and platforms around their role in digital responsibility,” said James Johnson, managing director at MarTech Breakthrough. “Advertisers need to ensure their ads are not running alongside problematic content and so they turn off specific content categories or resort to keyword blocklists. MGID addresses this challenge by leaning into improved transparency controls and leveraging the potential of their contextual intelligence solution. Congratulations on yet another well-deserved MarTech Breakthrough award.’” MarTech Breakthrough is a leading market intelligence organisation that recognises the top companies, technologies and products in the global marketing, sales and advertising technology industry today. The MarTech Breakthrough Awards honour excellence and recognise innovation, hard work and success in a range of marketing, sales and advertising technology related categories. This year’s programme attracted more than 2,950 nominations from over 18 different countries throughout the world. AboutMGID 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.

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Loop Media, Inc. Releases Highly Optimized New Interface for Its DOOH Loop Player for Businesses

Loop Media, Inc. | August 25, 2022

Loop Media, Inc. (“Loop Media” or “Loop”) (OTC: LPTV), a leading multi-channel streaming platform that provides curated music video and branded entertainment channels for businesses and consumers, today announced it has completed the roll out of a new user experience on its proprietary streaming media hardware, the Loop Player. Thousands of businesses in the US depend on the Loop Player to stream music video, entertainment and information channels and control their digital signage and in-store messaging for free, increasing customer engagement and length of stay. The Loop Player’s new interface is the plug-and-play, turnkey gateway to 145+ channels of music and non-music channels optimized for consumption in the Digital Out Of Home (DOOH) environment. The new user experience brings an image-based layout of icons popular with leading consumer streaming services and is more intuitive and streamlined when it comes to navigation and search. Highly requested features such as on-screen widget controls, video restrictions, and channel overviews have been added, while the new search functionality easily highlights channels for every business type and scenario. “Customer feedback and research has us constantly innovating and evolving to make our service easier and more powerful for businesses using the Loop Player for streaming video and digital signage,” said CEO and Co-Founder Jon Niermann. “Customer feedback and research has us constantly innovating and evolving to make our service easier and more powerful for businesses using the Loop Player for streaming video and digital signage,” said CEO and Co-Founder Jon Niermann. “This new interface will make it much easier for our clients to find and present content that is best for their business and their customers.” Loop Co-Founder and Chief Product Officer Liam McCallum added, “We are thrilled to upgrade the way businesses engage and entertain their customers. This upgrade runs on our next generation tech stack that’s been designed to showcase 145+ channels and entertainment options Loop has to offer in a way that makes discovery simple.” Loop’s end-to-end DOOH solution for businesses has been recognized for excellence time and again. Since launching, Loop has received countless satisfied business operator testimonials, and recently won Digiday’s 2022 Media Awards for “Best Video Programming and Distribution Strategy.” The new Loop TV Interface is now live. About Loop Media, Inc. (“Loop Media”) (OTC: LPTV) Loop Media, Inc. (“Loop Media”) (OTC: LPTV) is a leading multichannel streaming platform that provides curated music video and branded entertainment channels for businesses. Through its proprietary “Loop Player” for businesses, Loop Media is a leading company in the U.S. licensed to stream music videos directly to venues out-of-home (“OOH”). Loop Media’s digital video content reaches thousands of consumers in OOH locations including bars/restaurants, office buildings, retail businesses, and on free ad-supported TV platforms like Roku and at local gas stations on GSTV terminals and in 400,000 hotel rooms in over 1300 hotels in the United States. Loop is fueled by one of the largest and most important libraries that includes music videos, movie trailers and live performances. Loop Media’s non-music channels cover a multitude of genres and moods and include movie trailers, sports highlights, lifestyle and travel videos, viral videos and more. Loop Media’s streaming services generate revenue from advertising, sponsorships, integrated marketing and branded content from free-ad-supported-television (“FAST”) and from subscription offerings.

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Spotlight

Advertising in the social ecosystem offers presidential candidates bigger results than tweeting and Facebooking alone. Mainstream media is already asking: how big a role will social ads play in the 2012 presidential election? To create this infographic about the 2012 landscape for political advertising, 140 Proof’s Data Team reviewed data from the 2004 and 2008 elections as well as recent reporting from AdAge, Adweek, and eMarketer.

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