Swiftmile is bringing advertising to micromobility

techcrunch | February 12, 2020

Swiftmile,  the startup that wants to become the gas station for micromobility vehicles, is getting into advertising. Swiftmile already supplies cities and private operators with docks equipped to park and charge both scooters and e-bikes. Now, the company is starting to integrate digital displays that attach to its charging stations to provide public transit info, traffic alerts and, of course, ads. “It adds tremendous value because it’s a massive market,” Swiftmile CEO Colin Roche told TechCrunch. “Tons of these corporations want to market to that group but you cannot do that on a scooter, nor should you. So there’s a massive audience that wants to market to that group but also cities like us because we’re bringing order to the chaos.”

Spotlight

one of APAC’s largest network of in-vehicle screens in taxis and ride-sharing cars implements tablet-based digital signages with the help of Hexnode.


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Maryland approves the first state tax on digital ads from Facebook, Google

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.

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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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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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BRAND MARKETING

MiQ's YouTube and TV Analytics Capability Officially Lands in the UK

MiQ | May 19, 2022

MiQ, the leading global programmatic media partner, has launched its ground-breaking analytics and measurement capability for cross-channel YouTube and TV campaigns in the UK. The innovative solution bridges the gap between the two channels. By connecting these often-disparate datasets, brands are empowered to reach nearly 100% of their target viewers on YouTube and measure reach deterministically across these channels – all in a cost-efficient and privacy compliant way. As TV consumption makes its dramatic shift towards digital, traditional peak time has been redefined, and brands are struggling to both determine and reach their audience. With MiQ, they can now unlock a previously untapped portion of their audience. Whether it is delivered via linear, broadcast, or connected devices like games consoles, this first-of-its-kind solution gives customers better visibility over demographic and geographic representation of UK TV viewers and helps marketers bring together traditional and digital media. Instead of market level or panel data sets, MiQ provides data at an impression- and household level that complements any digital properties clients are working with. This offers vital insights, helping marketers determine what the media plan should be as well as how to reach underexposed audiences among TV viewers. The solution leverages smart television and automatic content recognition data from Samba TV, and YouTube analytics data from Pixability. Samba TV's delivery-agnostic TV viewership data combines with MiQ's experience to connect vast, unconnected datasets and apply data science for media planning, programmatic activation and measurement. This follows the launch of successful partnerships between the two firms in Australia, Canada and the US. Already, a major UK pizza delivery chain gained a 20% incremental household reach on YouTube using MiQ's cross-channel planning capability. And, of the campaigns to date, MiQ's UK clients have seen a 2-5% uplift in their campaigns with this solution. "Peak time, as we know it, is over, As UK viewers continue to shift towards new formats and channels, marketers and advertisers need solutions that will help them connect campaigns and bring linear TV into the programmatic future." Pierre de Lannoy, UK Strategy Director, MiQ "This capability gives an amazing opportunity to achieve incremental reach to TV campaigns on other channels, including YouTube," added Dave Carpenter, Head of Digital, Goodstuff Communications, and one of MiQ's product focus group members. "Ultimately, we are breaking the silos between traditional channels and digital, bringing them together with amazing results." About MiQ We're MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business problem-solving things for our clients. We're experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you're always spending your media investments on the right things in the right places.

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