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AppNexus Join Hands with Tru Optik to Power Audience Targeting, Measurement, and Attribution for AppNexus’ Connected TV Marketplace

By
Sudipto Ghosh
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appnexus joins forces with Tru Optik

The World’s Leading Independent AdTech Company – AppNexus Has Announced a Crucial Partnership With the Audience Intelligence Platform, Tru Optik

The latest partnership with Tru Optik would bring AppNexus’ data-management platform at the forefront of Over-the-Top (OTT) and Connected TV market. The pair would work together to bring audience targeting, measurement, and attribution to AppNexus’ Connected TV marketplace.

Back in May this year, AppNexus expanded its digital video capabilities into Connected TV marketplace to enable advertisers and publishers reach and monetize their audiences on the newer advertising formats.
Connected TV buyers and sellers using AppNexus’ platform will be able to segment and target audiences based on data offered through the integration of Tru Optik’s OTT Marketing Cloud. The OTT Marketing Cloud provides data from more than 100 data providers, including demographic data from comScore, advertiser first-party data syncs from Experian Marketing Services and LiveRamp, as well as offline attribution data through Kantar and others. The OTT Marketing Cloud enables audience measurement, activation, and attribution on the AppNexus platform with more than 10,000 audience segments available for use. AppNexus and Tru Optik will be able to facilitate audience delivery across 75MM OTT households in the US, on any Connected TV device or publishers regardless of whether or not the publisher has registered user data.

Also Read: AppNexus Launches the AppNexus Programmable Platform, the Industry’s First Programmable DSP

Eric Hoffert
Eric Hoffert

Eric Hoffert, Senior Vice President of Video Technology at AppNexus, said, “By partnering with Tru Optik, our Connected TV inventory can be enriched with data in powerful new ways. AppNexus is now the only platform that can apply Tru Optik’s Household ID based audience segments to its Connected TV publishers, which bridges an important gap for targeting and makes Connected TV supply as easy to buy via programmatic deals as other digital video inventory. In this way, AppNexus is in a class of its own among video Supply Side Platforms and among market-leading video Demand Side Platforms in its data-based targeting capabilities.”

Andre Swanston
Andre Swanston

Andre Swanston, Tru Optik’s Chief Executive Officer and Co-Founder said, “The AppNexus/Tru Optik integration levels the playing field for all parties. By democratizing the use of people based data across Connected TV for both the supply-side and demand-side, consumers will ultimately be delivered a better, more relevant message, publishers will better monetize their inventory, and it provides advertisers with the assurance that they are reaching the right audiences on the right screens.”

The AppNexus/Tru Optik integration is built upon Programmable Data, which enables buyers to leverage their own data assets to activate audiences based on real-time signals without the reliance on cookies, which is a key component of the AppNexus Programmable Platform.

Currently, Tru Optik provides audience insight and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand.  Armed with advanced technology, the largest dataset of global over-the-top (OTT) media consumption, and unmatched focus, Tru Optik has built the only audience measurement and data-management platform that works across the entire OTT ecosystem, including Connected TV.  Tru Optik is the preferred partner of many of the world’s largest media companies, brands, and agencies as they navigate the shift to OTT.

Recommended Read: Tru Optik and Neustar Partner to Expand Audience Targeting Options for OTT

Samantha Burridge Takes Over as Director of Strategy & Transformation at Clarivate Analytics

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PRNewswire
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Clarivate Samantha Burridge

Joining Clarivate Analytics in a Newly Created Role of Director of Strategy & Transformation, Samantha Burridge Will Strengthen the Scientific and Academic Research Group of the Company

Clarivate Analytics, the global leader in providing trusted insights and analytics to enable the research ecosystem to accelerate discovery, announced that Samantha Burridge has joined the company in a newly-created role – Director of Strategy & Transformation of its Scientific & Academic Research group. Burridge will report directly to the new division CEO, Annette Thomas, in London.

Samantha Burridge Clarivate Analytics
Samantha Burridge

With more than 20 years’ experience across broad publishing businesses and more recently, open research, Burridge will support Thomas in expanding the company’s leadership position in the scientific and academic research market. She is responsible for developing the strategy for the division, for supporting innovation in data and analytics, establishing best practice for the incubation of new businesses and for ensuring the company both attracts and retains talented professionals.

Also Read: CreativeDrive Names Amy Romero As New CMO

Burridge established Nature’s Open Research Group in 2013 as Managing Director; by 2016 it had become the fastest growing open access (OA) business in the world. Prior to her time at Springer Nature, Burridge was a member of the Macmillan Science & Education board and a key player in the transformation of the business. She was Managing Director of the humanities and social sciences publisher, Palgrave Macmillan and held several leadership roles across the group, steering many global functions through significant change. More recently, she has worked as a consultant in publishing and education, working with boards of both established brands and start-ups, to develop their strategies.

Burridge has served as a member of the Publishers Association academic board and remains a member of the board of the Copyright Clearance Centre – a global leader in technology solutions that fuel research, power publishing, and respect copyright.

Annette Thomas Clarivate Analytics
Annette Thomas

“Sam Burridge is a world-class transformation leader with a global reputation, who has proven herself able to lead well-established, global businesses, develop high-growth new ventures and lead change and transformation projects over and again. This is a crucial time for Sam to join Clarivate. I am so pleased and proud that she is joining us to help power us through the next phase in the company’s history,” said Annette Thomas, CEO of the Scientific and Academic Research group of Clarivate Analytics.

“I have long held a passion for the advancement of discovery, evaluation and the impact of research and am very excited to be joining the Clarivate team at this point in their evolution. Clarivate has the heritage and assets, together with the drive and vision needed to solve our customers’ most pressing needs in these spheres.  I look forward to using my experience to build on this foundation and to working with the exceptional Clarivate team, to help develop something truly special to benefit research,” Burridge added.

Recommended Read: Identifying extreme impact in research, Clarivate Analytics uses citations to forecast Nobel Prize winners

We Built A Product That Sells Itself: monday.com

By
Yolande D'Mello
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0
monday.com

How An Internally-Developed Business Intelligence Tool Helped Monday.Com Grow To Over 18,000 Paying Customers

Roy Mann
Roy Mann

In 2014, the Monday.com team (formerly known as dapulse) launched a tool that helps teams work better together, and smarter. CEO Roy Mann spearheaded product development which began in 2012, with his co-founder Eran Zinman. The idea stemmed from a problem that nagged Mann while working at another startup.

The company experienced massive growing pains in managing internal communications. So, Roy built monday.com to fix this problem. After hundreds of interviews with managers to understand their pain points and two years perfecting the product-market fit with his now CTO Eran Zinman – monday.com was ready for the world.

Smart Workforce is a Happy Workforce

monday.com is a tool that transforms the way teams work together. The company’s mission is to help teams build a culture of transparency, empowering everyone to achieve more and be happier at work. Their user base is made up of 30% of tech companies, while 70% are non-tech companies. Active customers include Adidas, AT&T, Discovery Channel, Samsung, Uber, WeWork, and Wix among over 12,000 others. Business is doing well for the team at monday.com.

They grew 350% in 2016 and their client base doubles approximately every 5 months. Their ARR grew by a similar margin the year prior and they anticipate similar growth this year.

What makes them so sure about their ambitious targets? BigBrain told them.

Eran Amiel
Eran Amiel

“BigBrain is our internal Business Intelligence tool which manages data on every element of our company including: marketing, customer success, product, sales, email marketing, finance, analytics, funnel alerts and more,” explains Eran Amiel, Full Stack Developer, monday.com.

Here’s how it works; BigBrain utilizes proprietary algorithms to sync all marketing campaign data with their internal data. It tracks signups via their website, engagement within the monday.com platform, and all financial collection so they have the ability to create custom reports to set goals and refine their marketing strategies.

The business intelligence tool uses machine learning, allowing the monday.com team to affect campaigns with one click, directly from the tool. BigBrain even calculates a quality score for each signup, based on a variety of factors including how long a user spends on the site and user demographics, to immediately indicate the quality of the lead. This saves a tremendous amount of time and helps the marketing team manage their budget. They no longer need to wait until a customer pays to have an understanding on whether the customer will ‘convert’.

Also read: How monday.com Grew 350% in 2016

“BigBrain monitors all landing pages and parts of the signup funnel to determine any change in conversion. The tool raises an immediate alert when something goes wrong at any stage. The tool has the ability to run a/b tests on our homepage, signup funnel, product features, and any new element so we can always obtain data and improve our product,” adds Amiel.

Much like the way monday.com’s platform works to let users track progress visually, BigBrain has a dashboard for each department that displays live updates on relevant KPIs which motivates the team and gives every member of monday.com a high-level of the all relevant metrics.

Confirmit and Virgin Money Extend Ties for Customer Relationship Management

By
MTS Staff Writer
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Confirmit and Virgin Money Extend Ties for Customer Relationship Management

Confirmit Horizons Will Continue to Underpin the Award-Winning Customer Experience Programme

Virgin Money, one of the UK’s leading financial services providers, has renewed its ongoing relationship with Confirmit to continue to support its highly successful Customer Experience programme.

Virgin Money provides award-winning customer service to 3.3 million customers through a range of channels, including online and mobile, intermediaries, call centers, 74 stores and 7 lounges throughout the UK. Their Customer Experience programme has delivered timely and tangible improvements that have helped the company to drive high-quality growth and increase customer satisfaction, making Virgin Money one of the best-rated retail banks for customer satisfaction.

Also Read: Circle Research Selects Confirmit for Online Push

Bill Percy, Director of Customer Experience at Virgin Money, explained: “Customers are at the heart of what we do so we have invested to ensure we have a best-in-class approach to listening to their feedback. This helps us to understand what we’re getting right and, most importantly, where we can make improvements. The Confirmit Horizons platform is an important element in our approach and we’re looking forward to continuing to build on our success in the future.”

Virgin Money’s programme captures feedback from customers at a range of key touchpoints and has allowed the bank to drive significant improvements in the Customer Experience.

Bill continued: “Surveys form the backbone of our award-winning VoC programme and Confirmit Horizons helps us to uncover the insights we need to take action. The combination of Confirmit’s data integration capabilities and advanced reporting means that we can pinpoint the actions that will really make a difference to customers – and we see the results on a daily basis.”

Virgin Money Extends Relationship with Confirmit
Tim Hannington

Tim Hannington, EVP, Confirmit, said: “We are extremely pleased to be able to continue our long-standing and successful relationship with the team at Virgin Money. They are a fantastic example of a financial services company who are absolutely committed to doing the right thing by their customers and we look forward to many more years of continuing to support them in their company-wide endeavors.”

Recommended Read: BuzzBack Renews Relationship with Confirmit

Io-Tahoe Unveils Data Discovery Solution To Enable GDPR

By
PRNewswire
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1
io-tahoe

Machine Learning-Based Solution By Io-Tahoe Robustly Supports GDPR Requirements With Unique Sensitive Data Discovery and Data Cataloging Capabilities

Io-Tahoe LLC, a pioneer in machine learning-driven smart data discovery solutions that span data lakes and relational databases, today unveiled a new offering to enable customers to quickly and comprehensively address requirements for the European Union (EU) General Data Protection Regulation (GDPR). Facets of the GDPR addressed by the new solution include Article 9 (Processing of Special Categories of Personal Data) and Article 17 (Right to Erasure/Right to be Forgotten). The latest offering of Io-Tahoe’s machine learning-based solution robustly supports these requirements with its unique sensitive data discovery and data cataloging capabilities.

Also Read: Dataguise Announces Four Steps Enterprises Can Take to Accelerate GDPR Compliance

Oksana Sokolovsky
Oksana Sokolovsky

“The burdens the GDPR places on companies are significant. However, the burden can be lessened if executives act now to implement the appropriate strategies to reach compliance. Currently, Io-Tahoe is enabling clients to discover sensitive data across the enterprise so that they can begin remediation. Manual approaches to finding such data are inadequate, dangerous and will leave companies unacceptably exposed. Automated discovery of these data relationships across heterogeneous technologies within the enterprise is critical to documenting, understanding and managing data and, ultimately, to protecting it,” said Oksana Sokolovsky, CEO, Io-Tahoe.

Irrespective of whether sensitive personal data is stored in conventional relational database management systems or data lake platforms, Io-Tahoe’s GDPR offering enables companies to auto-discover the location, movement and flow of sensitive data throughout their organization.

Compliance with GDPR applies to all companies that conduct business with EU residents, whether they have a physical presence in the EU or are located outside Europe, but market to EU residents. As companies take the necessary steps to govern and protect their data, the guidance below will help to support compliance efforts:

  • Discover and catalog all personal data in your organization, including hidden and undocumented data, whether it resides in enterprise systems or data lakes, on-premises or in the cloud.
  • Build a more secure data environment to ensure protection of enterprise data.
  • Monitor personal data for any breaches or non-compliance.
  • Implement the tools and resources needed to meet the GDPR reporting and assessment requirements for the country Supervisory Authority and other regulators.
  • Enable purging or disposal of data upon authorized request.

Io-Tahoe’s integrated enterprise solution encompasses relationship discovery, sensitive data discovery, data flow, impact analysis and data redundancy, all detected via patent-pending machine learning technology. Io-Tahoe helps organizations automatically discover more information about their data and data relationships, in conformance with Article 9 and Article 17 of the GDPR.

Recommended Read: QuanticMind Secures $20 Million in Series B to Accelerate Growth of AI and Data Science Offerings

Videology Report Sees a 40% Increase in In-Demo Delivery When Using Predictive Demo Targeting

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PRNewswire
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0
videology

The Report Found That Many Advertisers In Canada Are Choosing To Use Their Own First-Party Data For Targeting Campaigns

Videology – a leading software provider for converged TV and video advertising – released its ‘Q3 2017 Canada Video Market At-A-Glance’ report. The report reveals that Canadian advertisers saw a 40% increase in in-demo delivery when employing Predictive Demo Targeting in their campaigns, ahead of the Nielsen Baseline.

Improved in-demo delivery is important to advertisers as the use of demo targeting in video remains part of most brands’ video strategies. Since demo-based buying is a mainstay for TV advertising, the use of age and gender targeting in video allows marketers to plan and measure performance more holistically targeting in video remains part of most brands’ video strategies. Since demo-based buying is a mainstay for TV advertising, the use of age and gender targeting in video allows marketers to plan and measure performance more holistically—increasingly important as viewing migrates across screens.

Mark McKee
Mark McKee

“Video’s ability to deliver precise audience segments based on a variety of data sources is certainly extremely valuable. However, this doesn’t diminish the usefulness of age/gender targeting, especially for brands with cross-screen reach objectives who are seeking to continually fill the funnel with new consumers,” said Mark McKee, EVP, Marketing & Sales, North America, Videology.

“If demo targeting is important to your brand strategy, you want to use targeting tools that can help you deliver in-demo audiences better. Period. I believe that’s why we are seeing increased adoption of our Predictive Targeting capabilities,” McKee added.

The report also found that 68% of campaigns ran across screens, most notably PC and Mobile—further supporting the trend toward holistic screen management. Additionally, campaigns that used mobile grew around 20% from the previous quarter.

In addition, the report found that many advertisers in Canada are choosing to use their own first-party data for targeting campaigns. In Q3 2017, the top category using first-party data in digital campaigns was Auto, followed by Health & Fitness, and Shopping.

Recommended read: Tegla Retail Introduces Shopper Tracking Analytics To The Struggling Brick And Mortar Industry

Gale’s New Chrome Extension Brings Authoritative Content to Google Searches for Opposing Viewpoints

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PRNewswire
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gale

New Chrome Extension Puts Libraries’ Digital Resources Into Users’ Everyday Workflow With A Single Search

Gale, a Cengage company, has developed a Google Chrome extension for its Opposing Viewpoints In Context database. The extension makes it easier for users to find and access content from Opposing Viewpoints In Context through their library from a Google search, creating a simple and direct path to authoritative digital resources. Despite guidance from librarians and educators, today’s users are accustomed to letting a Google search guide them to informational content. The Chrome extension meets users in their workflow, furthering Gale’s commitment to become better aligned to digital research.

Once configured to Chrome browsers, the extension will display results directly from the library’s Opposing Viewpoints In Context database, alongside Google search results. Unlike other extensions, Gale’s extension displays articles and documents from multiple sources rather than a single book or title. Additionally, the Chrome extension gives users the ability to view or hide document results based on their Google search.

Opposing Viewpoints In Context is part of the award-winning Gale In Context suite and is offered by thousands of academic, school and public libraries across the U.S. It delivers rich pro/con perspectives, research articles, interactive maps, infographics and other rich content to help learners think critically about the most prevalent political and social issues.

How it works

Gale’s Opposing Viewpoints In Context is the premier online resource covering today’s hottest social issues, from capital punishment to immigration to marijuana. This cross-curricular research database supports science, social studies, current events, and language arts classes. Informed, differing views help learners develop critical-thinking skills and draw their own conclusions. It forms a rich resource for debaters and includes pro/con viewpoints, reference articles, interactive maps, infographics, and more. A category on the National Debate Topic provides quick and easy access to content on frequently studied and discussed issues. Periodical content covers current events, news and commentary, economics, environmental issues, political science, and more.

Earlier this year, Glenbrook South High School in Glenview, IL piloted the beta version of the Chrome extension. Principal, Lauren Fagel told The Oracle, Glenbrook’s student newspaper, that she thinks the new extension will be beneficial to students: “I think it might point students to resources that they otherwise wouldn’t take the time to go to, and I also really like that the set of resources that it’s pointing students to are ones that have been proven to be evidence-based [and] fact-based,” Fagel said.

Kris Jacobson, Glenbrook’s school librarian told The Oracle: “I liked the idea of making our resources more accessible to students, because this would give them the opportunity, without having to take any additional effort, to be able to see what [is] available in the Opposing Viewpoints database that could support their work.”

The extension can be installed from the Chrome Web Store using a library’s location ID and password or pushed directly to shared devices by staff/administrators via the Google admin tool.

“Libraries are epicenters of information and literacy and should be at the forefront of the digital transformation of curriculum and education. In this age of fake news, authoritative content has never been more critical and Gale is committed to providing libraries and their users with reliable and trusted content. The Chrome extension provides trustworthy content from Opposing Viewpoints In Context in Google searches, helping better connect libraries to learners,” Lemma Shomali, Director of K-12 products, Gale said.

Recommended read: Mindmatrix Channel Marketing Automation Software Introduces the Chrome Extension That Truly Takes Channel Marketing Automation to the Next Level

Frankly Partners with IRIS.TV to Launch Frankly Artificial Intelligence (AI) Initiative

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PRNewswire
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1
IRIS.TV
Frankly Partners with IRIS.TV to Launch Frankly Artificial Intelligence (AI) Initiative

The AI Initiative Will Include Both In-House Development And External Partnerships To Bring A Suite Of Innovative Products And Services

Frankly, the leader in transforming local TV broadcast and media companies by enabling them to publish and monetize their digital content across multiple platforms, has launched the Frankly Artificial Intelligence (AI) Initiative.

Frankly’s AI Initiative aims to leverage cutting-edge AI and machine learning technologies to help media companies increase audience engagement, enhance content relevancy and deepen operational insights. The AI Initiative will include both in-house development and external partnerships to bring a suite of innovative products and services to Frankly’s expanding customer base.

Steve Chung
Steve Chung

“With over 200 media properties on our platform, Frankly is uniquely positioned to enable our customers to enter the next generation in media publishing and monetization by unlocking the power of artificial intelligence and machine learning. As traditional media gives way to new digital experiences for consumers, AI has the power to transform how media is created, consumed, distributed and monetized, and our goal is to be at the epicenter of that transformation through our new AI Initiative,” Steve Chung, Founder and CEO, Frankly said.

With IRIS.TV, a leading video personalization and programming platform, Frankly AI enables intelligent video playback for consumers globally. “We selected IRIS.TV as the perfect partner to commence our AI Initiative that leverages machine learning to program the right digital video content to the right viewer in real-time with IRIS.TV’s market-leading Adaptive Stream technology,” Todd Randak, Head of Product, Frankly.

Field Garthwaite
Field Garthwaite

Field Garthwaite, CEO and Co-founder of IRIS.TV, added, “There’s a sea change happening that’s affecting how media is distributed, consumed and monetized. Frankly is part of an important shift in how media platform providers innovate and customize audience experiences. Through our partnership, Frankly is able to leverage the power of AI and machine learning to serve up content that is highly relevant, engages audiences and offers up new revenue opportunities for media companies.”

Recommended read: Avaya Announces A.I.Connect Initiative to Boost Ecosystem of Artificial Intelligence Technologies

ADYOULIKE and Tabmo Join Forces in Native Programmatic Advertising Partnership

By
Sudipto Ghosh
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0
adyoulike

Tabmo and ADYOULIKE Partnership Ensures that Ads are Served to the Right Audiences, in the Right Context and in a Brand Safe Environment

ADYOULIKE, the leading in-feed native ad platform, announces a new partnership with Tabmo, the first mobile creative DSP for video, display and native advertising. The integration between these two platforms will enable agencies and brands to service audiences with more personalized and highly targeted native advertising on mobile devices.

adyoulike + tabmo.ioThis new pairing combines the technology of demand-side platform (DSP) Tabmo and sell-side platform (SSP) ADYOULIKE, helping mobile marketers benefit from access to expanded inventory. Through Tabmo’s unique demand and ADYOULIKE’s Native AI (powered by IBM Watson), ads are served to the right audiences, in the right context and in a brand safe environment.

Francis Turner
Francis Turner

Francis Turner, ADYOULIKE US Managing Director, said, “Tabmo is doing amazing things when it comes to expanding the reach of native programmatic across mobile. This partnership is a big step for us in terms of accessing new mobile demand for our publishers, while expanding our own footprint across the advertising ecosystem.”

Also read: ADYOULIKE Expands To DACH; Appoints Vice President Of Publisher Development

According to a recent study conducted by ADYOULIKE with participation from Theorem, approximately 92 percent of marketing executives believe that AI technology, like that provided by ADYOULIKE, can help leverage the context of a page to optimize native advertising. The study validates AI technology as a way for marketers to leverage the context of a page to provide an optimal and less intrusive online experience.
Turner added, “With 80 percent of online time being spent on mobile devices, it’s a critical space for advertisers to master, with its own unique set of challenges. Native advertising is specifically poised to be the dominant format for mobile, as it naturally integrates into smaller screen size, without distracting users.”
Chris Childs, Tabmo UK Managing Director, said, “We’re witnessing native advertising rapidly becoming the preferred method of creative ad delivery. With ADYOULIKE’s proven expertise in the space, we’ll now be able to bring our clients the power of AI-based targeting, which forms the backbone of this partnership and ADYOULIKE’s technology.”
Currently, ADYOULIKE is a pioneer in native advertising technology offering programmatic solutions that enable brands to scale campaigns across premium and niche properties while ensuring publishers maximize the value of their inventory. The company’s innovative solutions, developed by a team of experts and engineers in the “Native Lab,” have earned honors including BPI France Excellence, Pass French Tech, The Everline Future 50, The BIMA Hot 100, the Inc. 5000 Europe and the Deloitte Technology Fast 500 EMEA.

Recommended read: TabMo Enters US as the First Mobile Creative Programmatic Platform

Citilabs Unveils Streetlytics to Create Nationwide Platform of Total Population Movement

By
Sudipto Ghosh
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0
citilabs

Citilabs’ Streetlytics Provides Complete Hour-By-Hour Origin-Destination And Road Volume Analytics For The Entire United States

Leading mobility analytics solution provider Citilabs has launched the first-of-its-kind nationwide population movement analytics solution– Streetlytics.  The Citilabs’ Streetlytics platform leverages information from billions of data points to measure and paint the most complete picture of the moving population providing hour-by-hour origin-destination movements, all streets directional road volumes, and traveler demographics based on derived home locations.

Streetlytics Builds Demographic Profile of the Moving Population

Michael Clarke
Michael Clarke

At the time of this announcement, CEO Michael Clarke chatted with us and explained the scope of Streetlytics in modern MarTech stack. Here is a part of the interview we did with Chris.

MTS: With Streetlytics, what markets are you aiming at?
Michael Clarke: Citilabs is proud to release the first nationwide population movement analytics platform. Streetlytics provides a comprehensive understanding of population movement both from place to place and on, and within, our transportation systems. It is a key to designing and optimizing the transportation solutions of tomorrow.

We are aiming at advertising, mobility, insurance and safety industries.

  • Advertising—both the OOH market and providing out of home movement data to provide full cycle attribution.
  • Mobility—Streetlytics provides a comprehensive platform of movement – where people go, how, when and why.  It gives companies a robust understanding of the market and key operating information for emerging mobility services as well as more traditional ones offered by government.
  • Insurance and safety—it provides a much more complete understanding of accident risk.

MTS: How would B2B marketers and sales teams benefit from having Streetlytics in their stack?
Michael: For the first time volumes, speeds, home locations, and paths have been measured on every segment of US roads. This means that Streetlytics can tell you the demographic profile of the moving population. Marketers and sales teams can now make well informed decisions about where to buy advertising to better reach their target markets just as strategically as any digital advertising.

StreetlyticsMTS: How do you see audience movement data, location verification analytics, and customer identity management coming together in a DMP, to create a singular customer profile?
Michael: Streetlytics solves the problem of the missing link in full cycle attribution. We are catching the OOH industry up with the digital world. We now can tell what advertising and branding are consumers exposed to once they are out of the home – on their daily commutes, when dropping the kids at school, when making the weekend road trip, or driving home at night.

Streetlytics Enhances Audience Location Data Measurement to Support OOH Industry

Streetlytics provides insights into when, where, why, and how people travel. Identifying and understanding the trip patterns in our cities in terms of their origins and destinations and the flow of people and vehicles on roads, sidewalks and through mass transit systems is the strength of Streetlytics.

Marketers Gain Total Knowledge of Movement Analytics

Industries as far ranging as advertising, insurance, real estate, retail, investment and new mobility solutions are already leveraging the power of Streetlytics. Citilabs’ goal is to provide complete knowledge of movement – not just the speed on the roads, but where people go to work, to school, to shop, or for recreation.

A major application of Streetlytics is to provide the data to support a new enhanced audience location measurement system under development by Geopath, the not-for profit whose mission is to provide audience measurement to the out of home advertising industry. Geopath President Kym Frank said, “We are truly excited about our partnership with Citilabs and for the unprecedented level of granularity this new data set will bring to the OOH industry.  The ability to have a 360-degree picture of audience movement across the entire country will be game changing for the industry and we can’t wait to bring these amazing insights to our members.”

Currently, Citilabs builds robust solutions that empower meaningful change for the betterment of communities and organizations by understanding the movement of people, goods and vehicles. Citilabs’ solutions allow users to measure, manage and predict how people move and goods flow, advising the transportation, advertising, insurance, real estate, retail, mobility services and automotive industries.

Recommended read: Announcing Attendify Audiences – First-Ever Data Management Platform for $565 Billion Event Industry

WuXi NextCODE Appoints Baidu Veteran John Gu to Drive Growth of Genomic Data Platform in China

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PRNewswire
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0
wuxinextcode

Former CIO Of China Internet Giant Will Oversee Key China Pillar Of WXNC’s Global Data Platform Strategy

WuXi NextCODE, the global standard platform for genomic data,  announced the appointment of John Gu as Chief Digital Officer, leading data onboarding for the company’s growing China platform. Gu, who joins the company from digital innovation consultancy Silver Sand Technologies, was formerly chief information officer for Baidu, the leading internet service provider and search engine in China, and held successive senior technology positions at Alcatel-Lucent in Europe and the US.

Hannes Smárason
Hannes Smárason

“John has played a key role in the growth of world-leading technology platforms and we are thrilled to have him leading the expansion of our data strategy in China. Our aim is ambitious: to enable patients and consumers across China not only to benefit from their own genomic data but also empower them to use it to advance precision medicine for others across the country and around the world. John’s experience in organizing massive amounts of data and connecting the individuals and enterprises that generate and use it is uniquely suited to executing this vision,” Hannes Smarason, CEO, WuXi NextCODE said.

John Gu, Chief Digital Officer of WuXi NextCODE
John Gu

“Putting the genome to work to improve health and medicine is the biggest data opportunity in the years ahead. WuXi NextCODE’s global platform for genomic data is leading the way in realizing this opportunity, and China is at the heart of this strategy. I am very excited to put my efforts to work building this platform in China and to develop and deliver the benefits of the genome to people everywhere,” said John Gu, Chief Digital Officer, WuXi NextCODE.

As the CIO of Baidu, Gu defined the enterprise IT strategy for one of the world’s largest search engines and the leading cloud service provider in China.  In the dozen years prior, ultimately as the group CIO of Alcatel-Lucent, he led global IT functions, including IT transformation, SW development, enterprise cloud services and data management.  He also served as a management consultant at Booz Allen and PwC. Gu holds a BS in computer science and electrical engineering from Shanghai Jiao Tong University, an MS in computer science from Loyola University, and an MBA from the University of Chicago.

Recommended read: Marketing Op’s Guide to GDPR Compliance

There Can Be No Denying: Bots are Now Marketers

By
Beerud Sheth
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0
gupshup

With the rise of ‘conversational experiences’, just about every business function — from marketing to commerce to support — must be redesigned to be conversational. The greatest impact felt due to conversational marketing is that businesses interact with far more consumer prospects than they do with those paying customers. Each one of us will soon be experiencing this as a target, if we aren’t already.

But it’s merely the latest phase in the evolution of marketing. The earliest phase was known as ‘outbound marketing’ and consisted of broadcasting key messages to vast audiences through media along the lines of print and television. The next phase was ‘inbound marketing’, which meant creating interesting content and micro-targeting users via social media and large email campaigns. This newer phase involves having one-on-one conversations with customers to ultimately build long-lasting relationships.

Also read: Why the Tug-of-War Will Continue in 2018 Social Marketing

It is a gigantic transition from the one-too-many, ‘yell-and-sell’ style campaigns to one-on-one, ‘chat-and-connect’ conversations. The modern opportunity is to build an ongoing, personal, deep relationship with the individual customer. At the same time, marketers must be more deliberate, since it is so much harder to fake a relationship than it is to fake a transient ad or marketing message. Today, a brand must become an assistant, friend, adviser, and guide. These conversational interactions are far more substantial, and consequential.

Brands now must be much more personal. Instead of broad, high-level key messages, each brand must now individualized messages. What value can I bring this particular customer? Instead of having the customer herself map the brand messages to their personal situation, the brand has to map their individual offers to the customer’s personal, ever-evolving situation.

That means brands will also need to remember prior conversations and maintain context in all future conversations since it is terribly frustrating for the user to repeat already-provided context.

Also read: Effectively Incorporating AI Into Marketing and Sales

Outbound notifications will be transformed from the simple alert (that are an end in themselves) to the interactive messages that are the start of a new conversation! Instead of receiving an alert notifying me of my package delivery, I prefer it includes an innate ability to instantly reschedule. Instead of an alert just confirming my flight ticket, I might like to view destination information at the same time. No message will be standalone; each message will operate in conjunction with a rich, conversational experience. Even the frequency and timing of messages will be influenced by user preference and context. Nothing is ever the same.

These conversational experiences will transform engagement marketing. We all know that drip marketing and newsletters start feeling like spam after a while. Now, personally relevant messages sent at the time and frequency of a user’s choice will likely have better response. A short message is nowhere near as disruptive as long-form emails are, and by interacting with these short messages, the user can dig deeper.

In fact, conversations are proving to drive conversions. A rich, engaging, meaningful conversation catered to the user’s needs is more likely to convert to transaction or, at the very least, identify a lead. Conversations offer brands a chance fully understand customer requirements and to position their products just right. Just like in offline retail where a good shopping assistant can convert customers and upsell or cross-sell products, while an overly aggressive salesperson will likely drive customers away. Whether your brand appears to be a friendly shopping assistant or a used-car salesman will now determine your conversion rate.

AI-powered bots are bound to become the new marketer. In fact, chatbots enable conversational experiences that engage with customers without being intrusive. They are personal and fully understand a customer’s needs and preferences, and will build long-lasting relationships with customers by offering the right product to the right customer in the right way.

Recommended read: Interview with Beerud Sheth, Co-Founder and CEO, Gupshup

ScoreStream Receives Intel Capital Funding

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PRNewswire
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New Funding Will Enable ScoreStream to Enhance Crowd Sourcing Platform for Local Sports

ScoreStream has received funding from Intel Capital, Intel’s strategic investment, and M&A organization. ScoreStream is a crowd-sourcing platform for capturing and syndicating local sports content to consumers and media companies. ScoreStream has partnerships with most of the major broadcast television groups, iHeart Media, and the Associated Press.

The new funding will enable ScoreStream to create new product enhancements and extend its platform capabilities. Other investors participating in this round of funding include Avalon Ventures, Sinclair Broadcasting, R/GA and Verizon Ventures.

Also Read: The Trade Desk and SintecMedia Collaborate To Deliver Audience Extension For Publishers

Intel Corporation and ScoreStream have also entered into a business collaboration agreement, under which they will collaborate regarding certain technical, marketing and sales activities.

Derrick Oien
Derrick Oien

“Our ability to cover local sports on a national basis has relied on using computers and the crowd to bring coverage across the country on a real time basis. The intersection of media and technology is rapidly evolving and we are excited to have Intel as an investor as we look to use our platform on a global basis and to extend our coverage both deeper and more broadly,” said Derrick Oien, CEO of ScoreStream.

James Carwana
James Carwana

“ScoreStream leverages machine learning and the crowd to source local sports coverage not previously available in real-time,” said James Carwana, VP & GM of Intel Sports.  “Intel Sports plans to collaborate with ScoreStream to enhance the fan engagement and personalization experience around this hyper-local data on a global basis.”

ScoreStream is the first and leading crowd-sourcing platform for live local sports. The ScoreStream mobile app engages fans through crowd-sourced scores, photos, video and chat from over 10,000 games per week from around the world. ScoreStream is an early-stage, venture-backed start-up based in Del Mar, CA.

Intel Capital invests in innovative startups targeting 5G connectivity, the data center, artificial intelligence, merged reality, autonomous driving and a wide range of other disruptive technologies. Since 1991, Intel Capital has invested US $12.2 billion in 1,500 companies worldwide, and more than 640 portfolio companies have gone public or been acquired. Intel Capital curates thousands of business development introductions each year between its portfolio companies and the Global 2000.

Recommended Read: Sales Reps Spend Only 37% of Time Selling According to Research from InsideSales.com

LeadsBasket is Redefining the Rules of Lead Generation

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PRNewswire
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leadsbasket

LeadsBasket Has Built A Solution That Reduces Costs And Short Circuits The Entire Funnel Of Getting Top Quality Leads For A Selection Of Verticals

LeadsBasket is an online marketing technology company. Online marketing is an undeniable component of every marketer’s strategy and there is no shortage of marketing channels to choose from today. As technology has evolved exponentially in recent years, online marketing has become more and more complex, especially for small to medium size businesses.

Businesses large and small, who want to take advantage of all the marketing options out there, have to invest endless hours in selecting media sources and then either have to try to setup and optimize their own campaigns, or turn to agencies to deliver results.  In both scenarios, the cost of a poorly managed campaign or agency fees can become prohibitive, resulting in limited returns or ineffective results.

LeadsBasket has built a solution that reduces costs and short circuits the entire funnel of getting top quality leads for a selection of verticals. At the core of LeadsBasket is their proprietary technology that powers their user-friendly platform, which enables organizations to receive high quality, affordable and qualified leads, without the complexity.

LeadsBasket Users simply select the niche, budget, countries and languages they want leads for, plus the days and times to receive the leads and that’s it. There is no need for those intensive tasks related to other online marketing channels.

The magic doesn’t stop there, because LeadsBasket has built some unique AI technology that qualifies and validates the leads in real time to ensure quality, and to continuously deliver certified and exclusive leads. The leads that arrive are ready to go, so businesses can start the sales process instantly.

The platform also offers a variety of reports for those who wish to do analysis.

Ziv Shainer
Ziv Shainer

Ziv Shainer, GM, LeadsBasket said: “Our entire team comes from many years of online marketing and we are using almost all major and even less known niche channels out there. While many are highly effective when implemented and optimized correctly, the journey to get there is a long and expensive one. Our aim with LeadsBasket is to make life simple for businesses to get leads, without the need for professional marketers or agencies. In a nutshell, we understand that businesses want to get quality leads and focus on what they do best – sell.”

LeadsBasket is currently focused on the insurance, banking, loans and home improvement verticals with plenty more niches in the pipeline to be added regularly. Ziv commented: “We started with some key niches where there is high demand and our aim is to continuously grow our offering, while also refining our technology even further. We are confident that LeadsBasket is going to be a game-changer.”

Recommended read: Oracle Marketing Cloud Helps B2B Marketers Accelerate Lead Generation

Appcast Expands into United Kingdom and EMEA

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Marketwired
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Appcast is Hiring a U.K.-Based Managing Director; Sponsoring Programmatic Track at Upcoming Jobg8 Job Board Summit 2017 – Europe

Appcast, the leading developer of programmatic job advertising technology, announced that the company is expanding its reach from North America to include the United Kingdom and EMEA. This news comes in tandem with the company sponsoring a series of programmatic sessions at the upcoming Jobg8 Job Board Summit 2017 – Europe.

Since its founding in 2014, Appcast has helped advance more than 2 billion job advertisements and generated more than 500 million applications to its clients. With Appcast’s programmatic technology, hundreds of companies including major recruitment ad agencies and job sites have improved hiring outcomes by optimizing job postings across thousands of websites and publishers. Unlike cost-per-click solutions and traditional posting tactics, Appcast leverages real-time market data and automated bidding software to enable performance job advertising that ensures recruitment marketing budgets are spent more efficiently.

Also Read: MRP to Showcase the Effect of Predictive Analytics on Marketing Strategy at SiriusDecisions 2017 Technology Exchange

Chris Forman Appcast
Chris Forman

During the London-based Jobg8 Job Board Summit 2017 – Europe, attendees will have the opportunity to learn more about programmatic job advertising technology in several sessions. Appcast CEO Chris Forman will kick off the programmatic series immediately following the conference welcome on Thursday, November 9. Forman will speak to what’s new to programmatic technology and how it will impact 2018 job advertising investments. Subsequent speakers will explore the fundamentals of programmatic tech from the buyer’s view as well as the publisher’s perspective.

Forman shared, “This is an exciting time for us. Committed to revolutionizing the recruitment advertising industry, we’re eager to share our experience at the Jobg8 Job Board Summit in London as we establish Appcast in the U.K. and EMEA.”

To support the expansion, Tom Chevalier, vice president of Product for Appcast will temporarily relocate to London. In addition, the company will build out its U.K. presence, starting with the hire of a managing director.

Appcast is using data and programmatic targeting to revolutionize the global recruitment advertising industry. From its namesake pay-per-applicant job ad exchange to its market-leading recruitment media optimization platform, Appcast is changing how leading employers, ad agencies, and job boards attract high-quality job seekers.

Recommended Read: SmartZip Expands Predictive Marketing Platform with Broker and Enterprise Scaled Solutions 

The Trade Desk and SintecMedia Collaborate To Deliver Audience Extension For Publishers

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PRNewswire
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sintecmedia

SintecMedia Enhances Managed Services Offerings With Publisher Audience Extension Powered By The Trade Desk 

SintecMedia, the world’s leading provider of broadcast and digital management software, announced a new managed services offering with audience extension media buying for publishers. This new service offers publishers increased reach and insight through The Trade Desk’s Enterprise solution. The Trade Desk’s platform powers advertising buyers around the world with best-in-class, scalable technology to manage multi-channel advertising campaigns.

The audience extension program delivers an open, first-party audience targeting option for publishers to serve targeted ads across multiple channels through one of the largest independent demand side platforms (DSP). Publishers can profit from their own audience data without being limited by their available inventory.  For this service, SintecMedia has developed a unique revenue share model that puts more money in publishers’ pockets and delivers transparent reporting that gives publishers insights that other partners deny them. It is designed for publishers that are interested in audience extension, but need support to get started.

“The Trade Desk’s Enterprise solution provides access to an unprecedented amount of inventory – more than 8 million queries per second. With our platform, SintecMedia is able to offer publisher clients performance and transparency with audience extension, which is a key to staying competitive in today’s innovative programmatic market,” TJ Ceballos, GM of Enterprise Business Development, The Trade Desk said.

The strategic collaboration allows SintecMedia to give publishers the ability to increase the scale of their sales offerings by adding audience extension products to their catalogues.  This allows publishers the opportunity to increase their revenue commitments for incoming advertiser deals, even when their own inventory is limited.

Lorne Brown
Lorne Brown

“SintecMedia is about growing publisher revenue over the long term, and this integration with The Trade Desk’s platform gives publishers access to revenue streams that they’d otherwise miss. The Trade Desk has proven to be a great partner, and we are committed to delivering sustainable value to our respective clients,” Lorne Brown, CEO, SintecMedia said.

Recommended read: For Publishers, Premium Will Always Be Preferred Over Programmatic Advertising

Nucleus Research Recognizes Infor in CRM Value Matrix

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PRNewswire
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0
Infor to Highlight Coleman AI Capabilities, Utilizing Amazon Lex, at AWS re:Invent 2017 in Las Vegas

Infor CRM Noted for Mobility, Industry Accelerators, and Social Selling Capabilities

Infor, a leading provider of business applications specialized by industry and built for the cloud, announced that Infor has once again been recognized as a Leader in Nucleus Research’s latest Customer Relationship Management (CRM) Technology Value Matrix. The CRM Value Matrix for the second half of 2017 reflects the advances vendors have made in those areas with leaders differentiating themselves on mobile, industry accelerators and social selling capabilities.

Infor CRM is an application within the Infor Customer Experience Suite, which is designed to deliver alignment and operational efficiencies across all departments, supporting optimal strategy execution and consistent customer experiences that can increase customer and brand loyalty across a multitude of industries. In addition to Infor CRM, the Suite includes Infor Configure Price Quote, Infor Contract Lifecycle Management, Infor Interaction Advisor, Infor Marketing Resource Management, Infor Omni-channel Campaign Management, Infor Rhythm, a cloud-based B2B engagement platform, Infor Sales Intelligence for CRM, and Marketo Marketing Automation.

Also Read: 6 Mistakes to Avoid During Your Marketing Automation Implementation

“With embedded intelligence, Internet of Things (IoT) frameworks, mobile advances, and investments in usability appearing in the latest releases from leading vendors, the customer relationship management (CRM) market continues to be hotly contested,” said Rebecca Wettemann, vice president, Nucleus Research.  “Infor CRM has robust functionality with an industry-specific approach that requires minimal customizations while providing mobile options, industry accelerators and social selling capabilities, which are all contributing factors that continue to garner Infor’s recognition as a leader in the marketplace.”

Since last year’s Value Matrix for CRM, Infor has acquired Birst, a cloud-native business intelligence and analytics platform. In July, Infor also announced the availability of Coleman, Infor Concierge and a partnership with LinkedIn to provide LinkedIn Sales Navigator CRM Widgets to Infor users.

Jason Rushforth Infor
Jason Rushforth

“In today’s ever-connected world, it’s crucial that companies have a way to meaningfully communicate with their customers. When we develop enhancements and new products, we look to our customers to tell us what they need so that we can help them reach their operational goals. To be recognized once again by Nucleus Research further proves our commitment to focusing on the needs of our customers specific to industry direction, and propels us to continue creating innovative and modern applications that address the business requirements of our customers both today and in the future,” said Jason Rushforth, vice president and general manager, Infor Customer Experience.

Recommended Read: Infor Reports European Retail Growth

ADEXT: High Impact Digital Marketing Tips to Sell More on Black Friday

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PRNewswire
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2
Adext Black Friday

Adext Is Sharing Advertising and Digital Marketing Tips for This Black Friday

As tradition dictates, November hosts one of the most expected commercial events of the year; Black Friday and is just around the corner (November 24th) on which users will expect considerable discounts on every product available. The actual benefits of commercial strategies like Black Friday improve market platforms and strengthen the domestic economic market because it’s a great opportunity to encourage consumption and sales within the country.

On Black Friday, thousands of companies from different industries tag along with the commercial event and offer large discounts on their goods and services. However, competition is rife. An offer can lose its meaning when another company offers a better one, and what’s more, SMBs must not only participate in Black Friday but really know how to stand out and attract consumers.

Also Read: Digital Marketing R&D Platform Quantifi Unveiled to Accelerate Advertising Experimentation

That’s why Adext is sharing advertising and digital marketing tips for the current season, so companies, especially SMBs, can sell more and take the lead this Black Friday:

1) Plan a strategy: It’s not enough to offer irresistible discounts on Black Friday… You need a promotion strategy with a clear action plan and execution dates. You must be clear on what discounts and incentives you’ll promote, how you’re going to put them across, the digital platforms you’ll use, who you’ll target, when and why. The what, how, where, when and why questions are key to developing an action plan. Come up with answers to them while always keeping the goal you want to achieve in mind. In this case, it’s sales.

2) Research your competition and make sure to offer something really attractive: You could offer a 10% discount, but if your main competitor offers 25%… You can imagine the outcome. If you want to take the lead, look at what they’re doing and ask yourself how you can beat their discount and/or add more value (without affecting your profit margins). You could give your prospects something of value as a gift for their loyalty, or an extra incentive for them to buy more.  Also, don’t forget to let your imagination roam and build your offer or promotion around a creative concept.

3) Build Anticipation: Teaser campaigns are wonderful for building your target audience’s curiosity. Don’t reveal your discounts, offers or incentives too soon… Let your prospects discover what they are as anticipation builds. They should be interested and intrigued to find out what you’ll offer them on Black Friday. There are several examples of clever, catchy strategies where they invite their prospects to go to Snapchat to discover what the 10 star products reduced to $10 USDare.

4) Send your prospects emails: You can send a few emails before Black Friday (to build anticipation), and other reminders before the day arrives.

Adext-black-friday-tips

Adext gives three tips to make your email marketing campaign a success:

  • Make sure to add an attention-grabbing title or subject line to your email. An email subject line you see all the time, like “Check out our discounts!” will go unnoticed. But if you can entice the reader with something like “I don’t want to freak you out, but you’ll regret it if you don’t take advantage of this” will definitely pique their curiosity and make your open rates go up.
  • Once they open your email, there must be something of interest for them to look at and read… The body of the email must be pleasant to look at, and easy to read and scan. Use short paragraphs, bold letters, headlines, subtitles, vignettes, images, and of course: good copywriting.
  • Add a CTA (Call-To-Action), where you specify what you want the reader to do once they’ve read your email. For example, you might write: “Our discounted products will be available in store until we’re out of stock. We’ll be ready to serve you when you arrive” or “Buy your Christmas gifts NOW and make sure you don’t get burned in January”. This action-oriented copy should stand out on the page. And if you have an online store, add a link to it.

5) Take advantage of the power of social networks: There is no doubt that you need to be where consumers spend most of their time. Where’s that? In this digital world, it’s on social media. Join the conversation and interact with your audience. Include the most relevant hashtags (e.g. #Black Friday and #BlackFriday2017) on your posts, so that prospects looking for discounts and deals on Black Friday can easily find you.

6) Let digital advertising bring you the clients you need: Digital advertising no longer has to be complicated. And it can give you the results you’re hoping for.  Now there is Adext, the first Artificial Intelligence platform in the digital advertising space that can automate the entire process of creating, managing and optimizing your ad campaigns on Google, Facebook and Instagram.

Recommended Read: Holiday Planning Starts Early In Digital Advertising 

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