With Amazon looming, Walmart quietly grows as an advertising force

Digiday | August 18, 2017

With Amazon looming, Walmart quietly grows as an advertising force
With around 140 million people shopping at its 5,000 stores in the U.S. every week, Walmart is not just a retail giant. It is also a growing advertising platform that touts its ability to connect online consumer behavior and a mountain of in-store sales data that its biggest rival Amazonlacks.

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The technology of localized messaging and, importantly, consumer enthusiasm for personalization, are driving the industry forward like never before.  Data shows four out of five consumers want their advertising or search results to be targeted to their local market.  Local searches are growing 50% faster than all mobile searches and more than half of “near-me” searches lead to store visits. (1) More and more, brands and their local retail partners are responding to the trend by utilizing location-based advertising technology and a treasure trove of consumer data.  They are meeting their targets where they are geographically and delivering more effective mobile messaging.The science behind consumers’ preference for relevance in advertising


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Mobile Campaigns in India Deliver Stronger Results in H1 2021, According to IAS Media Quality Report

Integral Ad Science | October 19, 2021

Brand risk and ad fraud rates in India ranked below the global average Viewability on mobile environments increased in India MUMBAI, 19 October 2021: Today, Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, released its Media Quality Report (MQR) for H1 2021, providing transparency into the performance and quality of Indian digital media, alongside global comparisons. The latest MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and in-app advertising. Mobile campaigns in India post lower brand risks than display Brand risk worldwide was lower across all formats and environments in H1 2021, an indicator of brands’ increased efforts to optimise ad placements toward contextually relevant content. The overall brand risk dropped below 4% across all formats and environments. In India, display was one of the safest environments for advertisers, with desktop display brand risk at 0.8%, down by 1.4 percentage points (pp). Mobile web display brand risk fell from 2.6% to 1.8%, while the worldwide average was 2.6%. Programmatic desktop and mobile web display inventory showed higher brand risk in India than publisher direct at 1.8% and 3.5%, respectively. This data suggests the market is actively using solutions to protect brand reputation and place its ads in suitable environments. Viewability on mobile environments increased in India Mobile campaigns in India had more viewable impressions in H1 2021. Viewability on mobile web display increased by 1 percentage point to 58.9% in H1 2021, while viewability on mobile in-app display increased from 51.3% to 54.1%. Global display viewability was down 2.4 percentage points on desktop and 3.3pp on mobile web year-over-year, reaching 69.5% and 64.3%, respectively. The worldwide reductions were driven by drops across Asia-Pacific, with India registering a 7.2 percentage point drop to post 54.9% viewability in desktop environments. In India, desktop and mobile display environments showed significantly higher viewability rates in programmatically traded inventory than publisher direct. Connected TV (CTV) remained the most viewable format overall, averaging 93.2% worldwide in H1 2021. Ad fraud rates decrease in desktop and mobile web display in India Both desktop and mobile web display had a marginal decrease in optimised ad fraud rates to reach 0.9% and 0.2%, respectively, in H1 2021. The worldwide non-optimised fraud rate for desktop display was 9.4% and 5.5% on mobile web display, clearly indicating that fraud mitigation strategies can reduce risks and reduce ad wastage. Saurabh Khattar, Commercial Lead India, IAS, said, “Mobile advertising has gained strong traction among Indian advertisers as consumers continue to spend more time engaging with content on mobile. According to a report by App Annie, average smartphone usage is about 4.6 hours a day in India, which stands third in global rankings after Indonesia and Brazil. As spending increases on mobile, media quality challenges may arise such as ad fraud, unsafe brand environments, and unviewable inventory. With the upcoming festival buying period, advertisers are well-advised to work with third-party verification companies to help protect their campaigns from ad fraud, brand risks, and lower viewability to maximise engagement and ROI”. About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com.

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Outbrain Partners with Tyroo for Delivering Value & Elevating Growth in India

Outbrain, Tyroo | September 24, 2021

Mumbai/New Delhi, September 24 2021- Outbrain, a leading recommendation platform for the open web, has partnered with Tyroo, a market leader in ad monetization, to help provide Outbrain with premium advertiser inventory, expand market reach, and open new advertising categories. With the goal of delivering greater customer value and achieving valuable marketing outcomes with genuine results, the partnership will help Outbrain to continue to expand within the region. “We are excited to announce Tyroo as our preferred reseller partner, which will allow us to deliver greater value and drive more business impact for our clients,” said Allen Sharma, Director of Sales for India at Outbrain. “Tyroo’s understanding of Outbrain’s products, its profound technical expertise and its collaborative approach is uniquely complementary to how we work.” Building on the momentum of recent media owner wins for the region, including Network 18, Hindustan Times and Bollywood Hungama, this distribution helps advertisers build audiences and reach new customers using advanced targeting options via the Outbrain network. “High-quality content is paramount to consumers. In the last 24 months, the flow of genuine, authentic content has been immense and that makes the discoverability of meaningful recommendations for users incredibly more important,” said Akshay Mathur, Chief Revenue Officer, Tyroo. “We are very excited to work with Outbrain as their partner in the region, bringing new ad offerings around native advertising to brands. Through Outbrain brands can scale their reach not only within the Tier I cities but also into Tier II cites using vernacular communication channels, delivering their intended messaging effectively”. “We are excited to announce Tyroo as our preferred reseller partner, which will allow us to deliver greater value and drive more business impact for our clients,” Allen Sharma, Director of Sales for India at Outbrain. Outbrain offers a quality and safe platform for brands to advertise on the open web. Content-led communication, campaign dashboard and advanced targeting capabilities set the platform apart from other native platforms. The platform also offers brands access to leading publishers and multiple advertising formats, which can be selected based on the brand industry and campaign purpose. Outbrain started its India operations in 2014 and this partnership is another Proofpoint of the recognition by the company of the potential within the market for its business operations. About Outbrain Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide. About Tyroo We are Tyroo, a leading Marketing Technology Company working with enterprises to help them deliver business outcomes at scale. We are the preferred growth partners for Internet companies looking to grow across emerging Markets in APAC. Tyroo has offices across APAC including India, Singapore, Philippines, Thailand and Vietnam. For more information, contact: Vishal Saini, National Sales Manager, Outbrain sales at vishal.s@tyroo.com or write to us at support@tyroo.com for any other query.

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Outbrain Appoints Allen Sharma As Director of Sales For India Region

Outbrain | September 06, 2021

New Delhi, September, 06 2021 -- Outbrain, a leading recommendation platform for the open web, has appointed Allen Sharma as Director Sales for India Region. Sharma will be responsible for growing the demand side business within the region as well as spearheading other sales initiatives across advertisers, brands and agency partners in India. Prior to joining Outbrain, Allen was the Head of Digital Sales at ABP Network where he was responsible for launching the brands & agencies business, as well as new products and revenue verticals. A seasoned digital professional and sales leader in the digital and broadcast media industry, Sharma has also worked at ABP Network, Times Network, Bloomberg UTV and Network18. “I am very excited to take up this new challenge and contribute to Outbrain's next phase of growth in India,” said Sharma. “Having been listed on NASDAQ last month, we recognize the need for Outbrain to continue to grow our business in India to the next level.” “We are delighted to have Allen on board as Director of Sales in India,” said Sandeep Balani, Head of India Outbrain. “Outbrain is rightly poised to grow as a preferred recommendation platform in coming years with premium publishers like Network18, Jagran and Hindustan Times. Allen’s prior experience in Digital Sales and his roles in previous companies and ventures will provide us insights to grow our revenue and brand offering.”, About Outbrain Outbrain (Nasdaq: OB) is a leading recommendation platform for the open web. Our technology enables 10 billion daily recommendations to consumers across more than 7,000 online properties and connects advertisers to these audiences to grow their business. Founded in 2006, Outbrain is headquartered in New York with offices in 18 cities worldwide.

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Disney and ad-tech firms agree to privacy changes for children’s apps

Disney, Viacom | April 15, 2021

In legal settlements that could reshape the children’s app market, Disney, Viacom and 10 advertising technology firms have agreed to remove certain advertising software from children’s apps to address accusations that they violated the privacy of millions of youngsters. The agreements resolve three related class-action cases involving some of the largest ad-tech companies — including Twitter’s MoPub — and some of the most popular children’s apps — including “Subway Surfers,” an animated game from Denmark that users worldwide have installed more than 1.5 billion times, according to Sensor Tower, an app research firm. The lawsuits accused the companies of placing tracking software in popular children’s gaming apps without parents’ knowledge or consent, in violation of state privacy and fair business practice laws. Such trackers can be used to profile children across apps and devices, target them with ads and push them to make in-app purchases, according to legal filings in the case. Now, under the settlements approved on Monday by a judge in the U.S. District Court for the Northern District of California, the companies have agreed to remove or disable tracking software that could be used to target children with ads. Developers will still be able to show contextual ads based on an app’s content.

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Spotlight

The technology of localized messaging and, importantly, consumer enthusiasm for personalization, are driving the industry forward like never before.  Data shows four out of five consumers want their advertising or search results to be targeted to their local market.  Local searches are growing 50% faster than all mobile searches and more than half of “near-me” searches lead to store visits. (1) More and more, brands and their local retail partners are responding to the trend by utilizing location-based advertising technology and a treasure trove of consumer data.  They are meeting their targets where they are geographically and delivering more effective mobile messaging.The science behind consumers’ preference for relevance in advertising

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