Programmatic OOH Spend Through Vistar Media Grew 80% in 2019

With Rapid Advancements in Targeting and Measurement, and a Surging Interest in Buying DOOH, the Programmatic Technology Leader Is Slated to Continue Its Impressive Growth in 2020

With 35 consecutive quarters of growth, the meteoric rise of digital out-of-home (DOOH) advertising is set to continue in 2020 as the channel becomes more data-driven and easier to buy. Vistar Media, the global leader in programmatic technology for DOOH, is at the forefront of this growth, according to a usage analysis of its platform.

In fact, when comparing 2019 with the year prior, Vistar Media saw:

  • Media owner networks available on the Vistar platform increase by 86%
  • Unique brands buying through the platform increase by 55%
  • The number of campaigns run through its platform up by 49%
  • Overall programmatic OOH spend through the platform increase by 80%

Additionally, 75% of campaigns within Vistar Media’s platform utilized targeting or measurement capabilities in 2019 vs. 63% of campaigns in 2018, indicating advertisers’ growing desire to take advantage of such offerings.

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Vistar Media currently has access to more than 250,000 screens globally, with that number set to significantly increase in 2020. This, in part, can be attributed to the surge of emerging “non-traditional” media owners looking to monetize both screens and audiences, such as vending machine and kiosk operators, entertainment and restaurant chains, ride-share companies and gym equipment manufacturers. With reduced hardware costs and turn-key programmatic selling technologies and processes, companies can more easily expand their revenue streams by offering a unique means for advertisers to connect with highly desirable audiences.

“Considering the ongoing scrutiny of ad practices on social and digital platforms, as well as highly-targeted political ads this election season, 2020 will be a critical turning point for brands to embrace DOOH,” said Michael Provenzano, co-founder and CEO, Vistar Media. “From point-of-sale and self-check-out spaces to transit hubs and waiting rooms, digital signage can be found throughout various points of a consumer’s journey in the real world, creating the opportunity to deliver a brand message in a safe, relevant, meaningful and timely way. We expect this trend will only keep growing–and the ad dollars will follow.”

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“Screens are becoming an integral part of a holistic marketing strategy in today’s connected world that demands immersive experiences,” said Leslie Lee, vice president, marketing, Vistar Media. “When adding programmatic, targeting and measurement capabilities to these screens (akin to television and digital buying), DOOH is an even more exciting option for media owners and advertisers.”

In 2019 in the US, Vistar Media signed 45+ new MSA agreements with leading buying groups in the United States, including Kinetic, Outdoor Media Group / Omnicom Media Group, and News America Marketing. Vistar also announced direct integrations with Adelphic, Amobee, MediaMath and Verizon Media, bringing digital out-of-home into true omnichannel marketing strategies.

Vistar also added several direct integrations and partnerships in 2019 that further expand its programmatic and data capabilities in the US, including:

Vistar also added several direct integrations and partnerships in 2019

Further integrations, partnerships, and market expansions are planned for early 2020 in anticipation of continued strong growth for the OOH medium.

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Doing the Work from the Inside Out: Rewriting the Rules for Digital Advertising

Doing the Work from the Inside Out: Rewriting the Rules for Digital Advertising

Digital Advertising needs a shakeup. The only way to rebuild, to effect big, bold change, is to do the work from the outside in and rewrite the rules for Digital Advertising. The industry simply must come together around an end-to-end rules-based platform for Marketing that connects brands and agencies through tech to media and consumers with accountability and transparency at each point across the media supply chain.

What does it mean to be a “rules-based” platform?

In basic terms, the goal is to adopt high standards where they exist and work across the industry to build and/or fine-tune them where they don’t. These rules should form the basis for things like data provenance, defining who’s a legitimate buyer and seller in the supply chain, banning vectors for fraud and malware, redefining legacy practices in areas as basic as how numbers are counted and money flows.

All these rules will need to comply with the regulations currently in effect around data privacy—the GDPR for those doing business in the EU and soon the CCPA in California—while adapting to the new law and anticipating what laws should become when yet unwritten.

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The stakes are high, the cause urgent. Companies need Marketing to survive, people need companies for jobs. Advertising funds quality journalism, journalism supports democracy. People like to discover the products and services they want and need while supporting content creation both professional and amateur.

And, while Digital Advertising has the power to grow and deepen brands’ direct customer relationships and make marketing the most measurable medium ever, we’ve never fully delivered on the promise. Brand investments in digital get lost in misaligned incentives and opacity as they make their way through either a dizzyingly complex chain of independent companies, or to the walled gardens who fund massive growth off massive bases by making the market between brands, consumers, and the third-party media owners they enable. We need a third way.

How we got here was the growth born from technology and consumers’ rapid adoption of it. In the decade and a half since the iPhone made supercomputers in pockets ubiquitous and media mobile, televisions, billboards, and radio went digital. As nature abhors a vacuum, so do advertising dollars follow eyeballs, where the dynamism of technology met a marketplace that was never designed but simply evolved.

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Over the last decade, certainly, companies have adopted standards that have been defined through trade associations, but it’s been challenging to ensure system-wide implementation or compliance. It’s also been impossible to do it on a global basis. And far too many companies have shown no interest in standards at all. To ensure new industry standards aren’t just recommendations, but also carried through to be implemented, disseminated, and enforced, technology companies and content owners must work together to:

  • translate principles and law into technical code and multi-firm contractual agreements across this new infrastructure
  • impose new standards of behavior, data distribution on new rails; and
  • use market incentives to reward alignment and compliance

Essentially, build the ideal state as a microcosm of what the world should look like—show people that it works better, and then aggressively recruit everybody else to be part of it.

This rules-based platform is truly a new model for how digital advertising should operate, and one that will require a deep level of industry collaboration. To get to this ideal state, technology companies and content owners must be willing to make changes at the enterprise level. They must be prepared to change their business, in many cases—to change their business model, to define new technical standards, and to create joint roadmaps together. And brands too must change—paying more to get more—in order to reward the media owner to invest more, across a backbone of trust.

My strong belief is that if we design a new digital advertising ecosystem from the outside in—starting with the standards and rules, and building it through the lens of the consumer, we the people are it were—we will be able to deliver on the promise as originally intended: enabling brands to build meaningful, measurable connections with customers.

It’s a rare opportunity to be able to define rather than evolve. It behooves us to do it now.

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ID5 and Primis Announce Partnership

ID5 and Primis Announce Partnership

Primis, The Video Discovery Platform have joined some of the leading ad tech platforms in the world to support ID5, the independent shared identity infrastructure providing premium publishers and ad tech platforms with a universal ID solution to improve user recognition in programmatic advertising.

Primis, a valued property of Universal McCann and IPG, is joining the likes of Amobee, MediaMath, Pubmatic and many other notable ad-tech players in their common goal to improve user recognition and match rates and reduce the need for cookie matching.

User identification is key to monetise inventory and data, but third-party cookie-based IDs are inefficient, increase the risk of data leakage and impacts GDPR compliance. With Universal ID, ID5 is reinventing identity and putting publishers in charge by offering a privacy-first solution to create and share 1st party user IDs with their monetisation partners.

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“The Universal ID solution aligns well with our values, as well as those of our parent company Universal McCann,” said Eyal Betzalel, Co-CEO at Primis. “We respect the privacy and peace of mind of our publishers, their users and all of those that interact with the internet. It’s because of these beliefs that we find it so important to join initiatives like that of ID5.”

With the addition of the Primis network, ID5 will be able to extend their reach by millions of users each day across thousands of domains. Eventually, this growth will allow the initiative to more accurately connect relevant advertisements to users, without the use of invasive 3rd Party Cookies.

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“We are delighted to partner with Primis, a leading video platform which helps thousands of publishers globally to better monetise their assets in a privacy-compliant and user-friendly way,” says Mathieu Roche, Co-founder and CEO at ID5. “This collaboration reinforces the ID5’s footprint making it more valuable for current and future partners. We are committed to building a privacy-first identity solution that empowers publishers to grow sustainable advertising revenue and the partnership with Primis is a great step in this direction.”

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MediaMath and LiveRamp Announce Partnership; SOURCE by MediaMath to Integrate LiveRamp IdentityLink

MediaMath and LiveRamp Announce Partnership; SOURCE by MediaMath to Integrate LiveRamp IdentityLink

Following the launch of SOURCE by MediaMath, acclaimed independent programmatic company for marketers, MediaMath, announced a partnership with LiveRamp® , the trusted platform that makes data accessible and meaningful. LiveRamp’s IdentityLink (IDL) will be integrated into MediaMath’s bidding infrastructure through SOURCE, providing marketers a best in class experience for targeting and measurement. The partnership is a significant leap forward in forging a truly accountable and addressable ecosystem.

“Our clients and partners want full addressability including the best ID resolution that prioritizes privacy across all screens”

As part of SOURCE, MediaMath will utilize IDL to bid on advertising inventory across display, mobile, and Connected TV (CTV). The partnership will enhance MediaMath’s ability to link devices to users in an anonymous, privacy-compliant manner, and will deepen a marketer’s ability to deliver relevant ads and an improved user experience due to higher match rates.

“Our clients and partners want full addressability including the best ID resolution that prioritizes privacy across all screens,” said Jeremy Steinberg, Global Head of Ecosystem, MediaMath. “We’re taking an open approach to providing the best identity solutions available in market today. We’re excited to partner with LiveRamp and continue development of capabilities that require consistent identity across platforms.”

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The partnership improves all the major components of addressability, including:

● Elimination of Data Loss During Delivery: The integration ensures high levels of data fidelity from on-boarding from brands, agencies, and DMPs, improving brands’ ability to address their customer base by minimizing data loss across the tech stack, and increasing match and scale with data contributors.

● Increased Recognition: IDL, an anonymous people-based identifier, offers MediaMath a scaled identifier for transactions. This further informs MediaMath’s market-leading Identity solution, ConnectedID (CID), by increasing audience recognition and reach to provide even more opportunities for biddable impressions.

● Access to “Cookieless” Inventory: LiveRamp’s Authenticated Traffic Solution (ATS) is a privacy-first and transparent solution rooted in user authentication with publishers. It delivers end-to-end addressability for inventory in cookieless environments across the open internet.

● Neutral and Transparent Measurement: Every impression bought with IDL can be measured on IDL. MediaMath and LiveRamp will collaborate to make IDL-enabled exposure logs available for brands to access transparent, independent measurement.

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“As the cookieless share of ad inventory grows and privacy regulation evolves, addressability is the silver bullet for brands and advertisers that wish to deliver premium consumer experiences in a privacy-first way,” said Travis Clinger, vice president of strategic partnerships at LiveRamp. “Our ATS solution, along with IDL, are deliberately built to evolve with the future of digital marketing, and our partnership to combine IdentityLink and SOURCE reinforces our commitment to creating an addressable, open, independent and collaborative ecosystem.”

MediaMath and LiveRamp will continue collaboration to produce thought leadership on improving the consumer experience and respecting consumer privacy, further strengthening both our own practices and industry self-regulatory codes, and advocating for robust federal law. MediaMath is active in industry efforts through Privacy for America to propose legislative solutions to Congress for modernizing privacy law and both are active on industry self-regulatory bodies.

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LiveRamp Confirms 30 New Direct Subscription Customers During the Quarter; Subscription Revenue at $72 Million

LiveRamp Confirms 30 New Direct Subscription Customers During the Quarter; Subscription Revenue at $72 Million

The leading martech company, LiveRamp is reaping the benefits of providing the best technology and customer service to its existing customers in the fast-evolving Subscription Economy. In their financial statement for the quarter, LiveRamp declared its growth in customers and revenue for Quarter 2, 2019, which ended on 30 September.

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The Financial highlights include total revenue growth of $90 million, which is up by 39% compared to the previous year. In this era of customer experience-focused Subscription Economy, SaaS and Cloud companies are leveraging unique Marketing and Customer Service tactics to grow and sustain their market share. LiveRamp managed to earn $72 million through its subscription revenue, which is almost 80% of its total quarterly revenue.

At the time of this announcement, LiveRamp CEO Scott Howe stated —

“The quality of our quarter again demonstrates LiveRamp’s importance in the ecosystem. Today, we work with 720 direct enterprise customers and serve thousands of additional companies through our partner network. We power more than 550 integrations and, with Data Plus Math, are providing a new way to buy, sell and measure advanced TV.”

LiveRamp President and CFO Warren Jenson added,

“This was another outstanding quarter, fueled by record bookings and accelerating top-line growth. Our forward growth metrics remain strong: ARR exiting Q2 was up 40% year-over-year, and our Marketplace business grew by more than 80%. Added together, our business continues to demonstrate its strength and durability. In addition, the acquisition of Data Plus Math is already paying dividends. LiveRamp TV was up more than 70% year-over-year.”

Currently, LiveRamp provides the identity platform leveraged by brands and their partners to deliver innovative products and exceptional experiences. LiveRamp’s IdentityLink™ connects people, data, and devices across the digital and physical world, powering the people-based marketing revolution and allowing consumers to safely connect with the brands and products they love.

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MediaMath Commits To 100 Percent Accountable & Addressable Digital Media Supply Chain By End Of 2020

MediaMath Commits To 100 Percent Accountable & Addressable Digital Media Supply Chain By End Of 2020

Anchor Ecosystem Partner Rubicon Project joined by Video & CTV/OTT Leader Telaria, Acoustic, Akamai, Business Insider, Crackle Plus, Havas Media, IBM Watson, Inscape/Vizio, IRIS.TV, News Corp, Octopus Interactive, Oracle Data Cloud, Publishers Clearing House and White Ops

MediaMath, acclaimed independent advertising technology company for brands, pledged to clean up the digital media supply chain by committing to a 100 percent accountable and addressable supply chain by the end of 2020, righting the wrongs of a digital advertising industry that evolved rapidly over the last decade with no purposeful design. With the launch of SOURCE by MediaMath, today’s news represents a meaningful industry step toward helping brands and agencies reclaim powerful results from digital marketing with less effort. The industry must create an environment that is accountable and addressable, and a place where the interests of brands, agencies, content owners, and technology providers are aligned. The announcement was made this morning as the ANA Masters of Marketing Week kicked-off in Orlando, Fla.

“We set out to change marketing for the better. Unfortunately, the purity of our industry’s intentions when we built the digital infrastructure have gotten lost in fraud, waste, and irrelevance. It’s created more ads instead of good ads and minimized the value of quality supply in its purest and most transparent form,” said Joe Zawadzki, CEO, MediaMath. “As some of the earliest pioneers of programmatic, we feel called to help fix what’s broken.”

“Simply put, instead of brands being able to focus on growing and deepening direct customer relationships, much of their time is sucked up with the operational and service burdens of a broken ecosystem,” Zawadzki added. “The supply chain must be rearchitected to fuel growth and health for brands and free creatives to create, and in turn operate a more trustworthy ecosystem with aligned incentives for all.”

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SOURCE by MediaMath brings brands and agencies closer to the original, pure source of their media and is:

  • Accountable: Real impressions on real media properties. A transparent and fraud-free supply chain from trusted content owners that gives brands full visibility into supply path mechanics and costs, modernized terms of trade, and supply chain technical standards that improve how every piece of advertising functions.
  • Addressable: Real humans that brands can reach with real ads, at scale. A single view of who a brand’s customers and prospects are—and the ability to access more of these audiences—across desktop, mobile, and TV through a consistent, portable user-level ID, always prioritizing privacy and consumer respect. Effectively, connecting signal throughout the supply chain allows content owners and advertisers to more effectively communicate their needs and transparently agree upon goals.
  • AI-Powered: Cleaner data using the power of computation to draw meaningful insights and detect real trends from huge data sets in a way that requires less effort to achieve. The power of AI is the ability to make high-quality decisions fast. But for machine learning to work in the way it’s intended, it needs good data – no more garbage in, garbage out. AI enables a cleaner supply chain, empowering agencies, brands and content owners with trusted, actionable and real-time data.

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Content owners and technology companies are partnering to create the SOURCE ecosystem, not only providing full visibility into supply path mechanics and costs but building new infrastructure and commercial terms for the industry. MediaMath unveiled in June its partnership with Rubicon Project to architect a direct and transparent digital supply  infrastructure.

With the rise of streaming TV capturing a larger share of both traditional TV and digital budgets, the SOURCE ecosystem can, for the first time, define what truly programmatic TV looks like – blending all the benefits of accountable and addressable digital connections with the attention commanded by the largest screen – the TV. MediaMath’s partnership with market-leading Telaria, the complete software platform that optimizes yield for leading video publishers, creates meaningful technical connections between buyer and seller to enhance both sides of the transaction, making every impression accountable and measurable while layering in best-in-class addressable targeting and reach extension capabilities across the digital video and CTV landscape. This new initiative builds on Telaria’s industry-leading transparency program, launched in 2018.

“SOURCE is a movement for the entire industry, propelled by the commitment our partners bring and our shared desire to clean-up the supply chain, and in return we will work to improve the economics around doing so for them,” said Jeremy Steinberg, Global Head of Ecosystem, MediaMath. “For too long, content owners have not been incentivized to protect the quality of their real estate. SOURCE puts brands, agencies, and content owners alike back on equal footing, all sharing a common goal to engage consumers across the globe and earn their trust.”

SOURCE offers brands and agencies a fully accountable media environment and fully addressable audiences. Together, an accountable and addressable environment creates stronger return on investment while lowering brands’ and agencies’ levels of effort to attain those results. The impact extends to insights and the ability to better negotiate across the supply chain with content owners, buyers and technology partners as well.

SOURCE by MediaMath also extends MediaMath’s partnership with White Ops. Announced in June, the partnership protects some of the world’s largest advertisers, agencies and content owners from sophisticated invalid traffic (SIVT) before it is purchased. The White Ops bot mitigation platform detects, prevents and outwits bot populations of every level of sophistication to provide transparency and build trust and accountability across the advertising ecosystem.

SOURCE by MediaMath sets new global industry standards for media performance and significantly improves engagement as brands and agencies tap into a premium, highly curated supply chain driven by market demand for addressable and accountable audience reach.

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MediaMath Names Konrad Gerszke as President

MediaMath Names Konrad Gerszke as President

MediaMath, acclaimed independent advertising technology company for brands, announced the hiring of Konrad Gerszke as President. Gerszke will lead all operations of the day-to-day business, including management of all corporate functions. He will report to Joe Zawadzki, Chairman and CEO, and be based in New York City.

“We’re really fortunate to gain a leader with Konrad’s scaled, practical and proven operational expertise as well as his ability to affect change at a global scale,” said Zawadzki. “As we accelerate the work we’ve begun towards the creation of an accountable and addressable supply chain, I am confident Konrad is the right leader to help us move MediaMath into its next phase of growth.”

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Gerszke will oversee the day-to-day operations ensuring continued growth of the business as it is today and be responsible for all corporate functions, including commercial, services, product development, data science, engineering, operations, people, finance and legal.  Zawadzki will focus on the company’s go forward vision and long-term strategy of the company, and continue to catalyze the industry’s rapid evolution.

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“I’m humbled and excited by the tremendous opportunity in front of us to capture and drive innovation across a more than $300 billion market, pioneering technology-led innovation across the digital advertising world,” said Gerszke. “The company is well-positioned to continue leading the evolution of the programmatic industry, and I look forward to joining the stellar leadership team at MediaMath to drive even greater operational rigor across the business, globally.”

Gerszke has extensive experience managing global P&Ls and a record of innovation, product leadership and digital transformation in diverse global markets. Most recently, he served as Group President of Nielsen Lead Markets, the company’s largest division with $2.2B in revenue. Prior to his tenure at Nielsen, he spent 13 years at McKinsey where he was elected partner.

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LiveIntent Taps MediaMath Vet Jessica Muñoz as VP of Product Marketing

LiveIntent Taps MediaMath Vet Jessica Muñoz as VP of Product Marketing

Supercharged Product Marketing Services Will Power LiveIntent’s Platform and Identity Business

LiveIntent, the people-based marketing platform powered by the email address, announced the appointment of industry veteran Jessica Muñoz as VP of Product Marketing.

Muñoz comes to LiveIntent after serving as the Director of Product Marketing at MediaMath, where she oversaw the company’s  suite of Intelligence products, including the launch of Intelligent Bidder (co-developed with the IBM Watson Marketing team). Prior to that, Muñoz served at Innovid and Celtra, helping to build and deliver product and product marketing plans for Innovid’s integration with Google Ads Data Hub. At Celtra, Muñoz led the go-to-market for 360 Video & Store Locator and a variety of smaller creative products in their creative management platform.

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At LiveIntent, Muñoz will work across its full suite of offerings, both for its Platform business and Identity business. LiveIntent’s Platform business, launched in 2008, helps brands connect to people across devices, channels and platforms using the superpower of the email address. LiveIntent constitutes one of the world’s largest identity graphs, with over 2,500 brand and publisher clients and a reach of 250 million verified people monthly.

Additionally, Muñoz will lead Product Marketing for LiveIntent’s newly launched Identity Business, centered around its new onboarding service. The onboarding service responds to demands from Publishers and Advertisers and their Agency partners seeking to thrive in a digital ecosystem increasingly defined by privacy, consumer choice, and the dominance of a few industry monoliths. The Identity business enables publishers to onboard advertiser segments directly to their first-party identifiers, unlocking the ability to transform even more of their inventory into addressable inventory, including in cookie-challenged environments like mobile. It also allows advertisers to run more efficient campaigns by leveraging Identity at every step of the way.

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“Acting as a bridge between internal product teams and customers is how I view the role of Product Marketing,” said Muñoz. “Helping customers navigate an impossibly complex ecosystem lets me act as a translator and help simplify complex topics. I strongly believe in the important service that publishers provide to society, and LiveIntent’s commitment to help them thrive in a world where the role of the cookie is decimated speaks to my values. Publishers have built up a vault of first-party data by producing content that people are eager to consume, and LiveIntent is making it possible for marketers to perform marketing more efficiently outside the bounds of the walled gardens.”

“Our customers understand the transformative power of the email address,” said LiveIntent SVP of Marketing Kerel Cooper. “Having Jessica’s veteran experience here will help shepherd our customers to a place where that dexterity in email lets them thrive in a world where the cookie apocalypse is nigh.”

Beyond the work environs, Jessica is an active member of the NYC chapter of the Product Marketing Alliance and the NYC Product Council. Jessica believes in being a mentor to the next generation of Product Marketers.

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MediaMath and White Ops Build Transparency and Trust into the Programmatic Supply Chain

MediaMath and White Ops Build Transparency and Trust into the Programmatic Supply Chain

By blocking sophisticated invalid traffic and fraudulent impressions before purchase, publishers and advertisers can focus on the consumer experience

MediaMath, acclaimed independent programmatic company for marketers, and White Ops, the global leader in bot fraud protection, announced a new partnership that will protect some of the world’s largest advertisers, agencies and publishers from sophisticated invalid traffic (SIVT) before it can be purchased. Partnering identity and detection solutions from both companies, MediaMath and White Ops together aim to provide transparency and build trust and accountability in the advertising ecosystem.

Higher rates of SIVT, such as bots acting as legitimate users, require advanced analytics, significant human intervention and other measures to detect and mitigate. Leveraging White Ops’ Human Verification technology, impressions served on the MediaMath platform will be guarded against malicious and sophisticated attempts to pocket advertising revenues in a fraudulent manner, providing a comprehensive, timely and actionable view of the supply chain.

“The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy,” said Joe Zawadzki, chief executive officer, MediaMath. “By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user. We look forward to collaborating with White Ops even further to enable marketers to see the maximum potential of their advertising investment and ensure we add true value with better access to fraud-free supply.”

MediaMath is leading an industry-wide effort to create an accountable and addressable supply chain through an alliance of agencies, brands, tech companies and publishers designed to provide long-term, sustainable solutions for a clean digital media supply chain with brand-safe, fraud-free and viewable inventory. The partnership with White Ops is one of several being developed in support of this initiative.

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As part of this initiative, White Ops and MediaMath will co-locate servers globally that cover the entirety of MediaMath’s footprint. The intent is this technology will evaluate every impression MediaMath bids on, on a global basis.

“MediaMath is a pioneer in programmatic advertising and this partnership will help ensure that a fraud-free digital advertising ecosystem is not only necessary, but attainable for advertisers, publishers and consumers,” said Tamer Hassan, co-founder and chief executive officer, White Ops. “White Ops has taken tremendous measures to differentiate sources of data that constitute real human behavior in order to detect fraudulent activity. Fraud is a cybersecurity issue, not a measurement challenge – and as the threat evolves, we are innovating at a faster pace by offering dynamic and more sophisticated solutions to guard against it head-on.”

The partnership will provide added protection for MediaMath customers and the broader buying community to enjoy a fraud-free environment, providing more transparency in programmatic buying.

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MediaMath Launches Contextual Ad Targeting Solution for Video in Partnership with IRIS.TV

MediaMath Launches Contextual Ad Targeting Solution for Video in Partnership with IRIS.TV

Enables Industry to Activate Contextual Video Data at Scale

MediaMath, acclaimed independent programmatic company for marketers, announced the launch of the industry’s first buy-side video contextual targeting solution for programmatic video. MediaMath is providing brands and agencies the ability to target video campaigns based on the context of each video being watched, enabling them to reach engaged audiences while viewers are watching correlated and relevant programming. Additionally, the offering empowers brands to better protect their audiences by selecting the types of content they do not want to be associated with, enhancing overall targeting, control and brand safety.

The new solution is made possible through a partnership with IRIS.TV, the market leader in video intelligence and programming solutions. IRIS.TV provides deep and unique integrations with publisher content management systems (CMS) and major video players across the industry with their existing video recommendations product. By activating contextual data on video inventory, IRIS.TV is able to surface the context of video content to ad servers in any video playback environment – enabling MediaMath marketers to reach relevant and relatable content.

“Publishers and advertisers can now match premium content with relevant video advertising in real-time and across multiple platforms, ensuring a better overall experience for the viewer,” said Mike Fisher, vice president, Advanced TV & Video, MediaMath. “Our new solution ensures a more engaged and valuable audience for publishers, while advertisers enjoy better targeting and control of their message.”

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Key features of the solution include:

  • Video Infrastructure Agnostic: Access to categorized publisher video content hosted in any CMS and video supply streamed via any video player.
  • Video Context Targeting: Target video ads in context to what audiences are watching in real-time – placing ads adjacent to relevant content.
  • Cross-Screen Buying Capabilities: Scale across desktop, mobile web and OTT devices to optimize all aspects of brand marketing.

IRIS.TV has long been a pioneer in video personalization technology, utilizing machine learning to help media companies program video streams of contextually relevant editorial content on their owned-and-operated properties. As a result, publishers have increased user engagement, ad inventory, and revenue yield. With this partnership, users will now have a relevant advertising experience that matches their relevant content experience.

“Marketers and brands are demanding the capabilities to align their digital video advertising with relevant content that audiences are watching,” said Richie Hyden, Co-Founder & Chief Operating Officer, IRIS.TV. “We are excited to be working with MediaMath to launch this industry leading solution for our publisher and broadcaster customers to help them grow the size and value of their video audiences.”

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MediaMath is leading an industry-wide effort to create an accountable and addressable supply chain through an alliance of agencies, brands, tech companies and publishers designed to provide long term sustainable solutions for a clean digital media supply. The partnership with IRIS.TV will for the first time MediaMath will address the issues surrounding contextual targeting and brand messaging relevance across video supply. MediaMath is championing a revitalized digital ecosystem focused on the availability of brand safe, fraud free and viewable inventory.

MediaMath is committed to cleaning the supply chain and blocking unauthorized and counterfeit inventory made available through non-certified sellers in order to promote a safe and transparent buying ecosystem. The new solution empowers all parties to have a more accountable role in monitoring and delivering on a better experience through the supply chain.

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The Current State of the Ad Tech and Martech Industries

The Current State of the Ad Tech and Martech Industries

c2ventures logoAs it stands today, the advertising and marketing tech industries are broken and have been for years. This might sound shocking, given that $8.8 billion of VC money was invested in martech in 2017 alone. But despite the investor interest in these industries, the fact is that the creation of a middle layer consisting of advertising infrastructure between brand and consumer has exacerbated the problems of fraud and money being spent in all the wrong places. To solve these problems, the industry needs players that can ensure that brands’ money is being spent efficiently and optimally.

As brands begin to move the greater slice of their advertising budgets to digital, there has been (unsurprisingly) a rise in the number of players trying to get a piece of that budget. Large companies such as Unilever have an enormous amount of money to spend: in the case of Unilever, its advertising budget in 2018 was $8.5 billion, compared to the 10.5 billion spent by the world’s second largest advertiser, Proctor and Gamble ($10.5 billion).

And as the advertising ecosystem expands, there is a corresponding increase in the potential for fraud. Fraudulent traffic, bots, click injection, the selling of mislabeled or non-existent inventory — all of these have become commonplace within the industry, providing further validation that the system is broken. Using technologies like deep learning will go a long way toward restoring trust in the industry, and those companies that make the leap first will find themselves in an ideal position.

Right now, the biggest players in the adtech and martech arenas are familiar names. Facebook, Google and Amazon lead the pack when it comes to being able to identify target audiences and reach them with precision. Their immense databases, packed with information on customers’ identities and habits — along with the use of AI algorithms — have created efficient mechanisms that are able to optimize media buys and spending. At the same time, several large brands have openly voiced their displeasure over the lack of transparency and accountability from platforms like Facebook and subsequently reduced their spend.

Read More: How AI will Change the Game for Influencer Marketing

Meanwhile, there are other platforms out there to pick up the slack. One such adtech company is MediaMath, which recently raised a healthy $180 million to help fund acquisitions and expand its reach within the ad tech industry. A leader in the DSP (demand-side platform) space, MediaMath is constantly coming up with new ways to find unique and premium supply that their clients can tap into. For instance, the company was one of the first to market directly to brands, on the assumption that they would want to control their spend and data in-house instead of relying on agencies to carry out the work for them. MediaMath also helped craft the IAB’s Transparency and Consent Framework, which helps all parties determine whether or not they are in compliance with GDPR requirements, thus ensuring continued transparency and  maintenance of consumer privacy.

One simple way for MediaMath to continue this commitment to transparency and efficiency would be through acquiring a martech company such as Cognitiv. This is a firm that has the experience and tools necessary to make digital advertising more efficient for brands – especially one that has expertise in AI and deep learning. This last point is important, because only through the use of deep learning will platforms be able to make media buying more effective and efficient, finding the real humans instead of the bots.

Read More: 3 Ways Mobile Technology is Changing the Brick-and-Mortar Experience

On top of that, a deep learning algorithm or a neural network unique to a brand or a KPI (such as the ones built and trained by Cognitiv) is capable of digesting huge amounts of data and finding patterns that humans are unable to see. In other words, it is capable of identifying trends and opportunities specific to a brand that might otherwise have gone unnoticed – a huge competitive advantage that ensures that money is being spent efficiently. It is also able to identify potentially fraudulent activity, such as traffic being generated by bots, or mis-attributed impressions. So, any company that can offer this service to its clients would find themselves better able to prove their value on two fronts. Given that marketers have proven themselves to be unyielding when they perceive any waste or inefficiency, and shown no hesitation to curb spend or remove budget from underperforming partners, having an AI ace in the back pocket allows adtech partners to demonstrate their worth more clearly.

At the moment, there are relatively few, if any, players in the advertising space who are using deep learning to make their marketing initiatives more efficient. For any brand, the goal is to make more money. Right now, it seems like the adtech industry has plateaued in that arena. Without deep learning, the gains made over the past decade will begin to falter. It’s time for big adtech players to take a step back and think about what they can do to provide better value to their partners, whether it’s to make a strategic martech acquisition or invest in deep learning. It’s time to take the industry to the next level.

Read More: Eye Rolls at Pre-Rolls: How to Escape the Trap of Annoying Ads

Prediction Series 2019: Interview with Floriana Nicastro, Director, Mobile Product Strategy, MediaMath

Prediction Series 2019: Interview with Floriana Nicastro, Director of Mobile Product Solution, MediaMath

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Tell us about your role and how you got here. What inspired you to be part of the programmatic industry?

I started in a mobile ad network to drive their first programmatic offering. I was fascinated by the technological exploits around data and measurement, and the early promise of reaching the right audience, at the right time, in the right place. I quickly moved to MediaMath — already pioneering the way — and I have never left! As the mobile channel lead for MediaMath, I’m working with both our product and sales teams to build a strong mobile offering that is aligned with client expectations and market evolution, as well as helping advertisers reach their business outcomes.

As a woman in tech-heavy ecosystem, what message would you give to other women, especially in the Marketing and Sales functions?

Ask for what you need to do your job — from coworkers, from teams, or from your boss. Stand up for yourself and for your team. Don’t let anyone cut you off — your voice is as important as anyone else’s. Don’t underestimate your ability ever. Be bold. Align yourself with strong women who will mentor and guide you. I have had a few mentors at MediaMath who have been instrumental to my growth.

How is your role at MediaMath different from the one you had when you joined the company? How did you prepare for the disruptive tech industry?

Mobile has been evolving so drastically, and MediaMath itself so fast, that my role has changed tremendously. From sales to product, from marketing to partnerships, it is like owning a little business within the business.

You can’t really prepare for disruption; you must learn to embrace and manage chaos. You have to be really agile in the way you operate and simply move forward, assembling every piece of the puzzle one by one — keeping in mind the big picture you have for driving the business foward.

What trends are you seeing in mobile programmatic right now? 

Mobile is not a channel anymore, but it is the channel of the other channels. Mobile is becoming the centerpiece of overall advertising spend, not only to reach where consumers are, but to build the bridge between online and offline (DOOH, TV, audio, desktop, mobile).

What’s the biggest misconception in the market today? Would you like to clear the air around this confusion?

  • The first misconception is that mobile should be treated separately. The mobile bubble that exists today is the fruit of technological limitation between web and app that has split the industry’s DNA in half. Technology has evolved, measurement has aligned, identity is merging to enable advertisers to cut silos and execute on their audience-centric vision. There will always be some progress to make, but the “how” can’t dictate the “what.” No advertiser that owns an app and a website should operate in silos. No advertiser that is mobile-first should use mobile-only solutions.
  • The second misconception is around attribution fraud, the biggest plague persisting in the opaque mobile bubble. A belief persists that down-line KPI optimization is the key to driving real performance. It is great start, and every mobile marketer should be optimizing towards long-term value rather than short proxy. But you have to ask yourself the right question: Is my UA advertising activity actually generating incremental new users for my business?

Attribution fraud is like owning a bank and paying the doorman $100 every time he opens the door to let a new customer in. The visitor is real and the revenue he generates is also real, but should you give credit to the doorman? Truth is, you could stop paying the doorman and still see the same number of visitors and the same revenue generated at end of month. Ask for transparency, don’t let any partner grade their own homework, and make incrementality the north star for your advertising investment.

Which trends in the Programmatic Advertising do you foresee in 2019?

In 2019, mobile will make substantial gains in performance and investment as we progress towards a stronger cross-device identity graph. Marketers generating revenue from both desktop and mobile apps will consolidate their media buying under one platform, aligning on KPIs, measurement and their tech stack. As we move into the new year, mobile app ad networks will move from direct to programmatic as mobile marketers seek more transparency and control. Mobile-first marketers will take control over their media buying, measurement and incrementality to fight against attribution fraud.

I’m also attentively looking at the evolution of voice control, within cars specifically, but whatever “device” the technology will end up suiting best. I find the Amazon-Google battle really intriguing for the future of search and I think CPGs are at the center of it.

To what extent could technologies like AI/Machine Learning, geolocation and blockchain data impact AdTech?

The possibilities are endless. Emerging technologies are amazing, but when leveraged properly, the potential to improve the mobile and AdTech industry is exponential. AI and Machine Learning are not new, but as the computing power for mobile devices increases, we can expect AI to become integrated into all user experiences. It is increasingly being used to anticipate predictive consumer actions instead of focusing on past behaviors. For instance, with AI infused into media buying, marketers can estimate the probability that a consumer will respond to an ad to determine how much to bid for an opportunity.

We expect a large consolidation of location data providers — they’ll partner with DSPs, TV and DOOH solutions to win market share. Location data improvement will be on quality of signals, as the stakes for accuracy become high with attribution and we dig into the correlation between visits and sales. From a vertical perspective, location attribution will become especially interesting for CPGs, which don’t always have access to sales data, and for retailers as an additional down-funnel KPI for them to drive users to in-store purchase.

Blockchain has enormous compelling, real-world uses for the AdTech industry, such as enforcing rules between buyers and sellers. Blockchain will help guarantee that they’re talking to who they think they’re talking to, and buying what they think they’re buying, and can revolutionize the supply chain by offering a trusted, common version of truth. The idea of providing a final, immutable record has strong appeal for advertising, as the conversation of transparency has continued to play a role in the industry, especially for mobile marketers.

What’s one piece of advice you would give to mobile marketers?

It is hard for mobile marketers to define the good and the bad actors in an opaque market such as the app ecosystem one. To cut through the clutter, they must take more control over their advertising spend, disrupt their media buying model and lead the way towards new standards in the mobile industry.

How should marketers be thinking about mobile in the context of omnichannel campaigns?

I think the value of mobile within omnichannel outcomes is a well-understood concept across advertisers and ad tech in general. And we see advertising spend getting closer to device usage. But unfortunately, the “how” is still limiting the “what,” mobile advertising spend is still limited by identity and will not fill the gap until the industry finds common ground to quantify real mobile ROI.

User identity is being fragmented between desktop cookies, mobile cookies and device IDs, which makes it hard for advertisers to have a holistic view of customers and execute on a real omnichannel strategy. It is still a challenge to offer both accuracy and scale. It’s crucial for marketers and advertisers to be prepared with knowledge about cross-device, multitouch and incrementality measurement, and understand the impact of mobile on their omnichannel outcomes.

In 2019, marketers need to be thinking about mobile measurement, a multi-touch attribution model and incrementality. Mobile is a key point on your users’ road to conversion, but it is not necessarily the last signpost they hit. Marketers need to be equipped with a KPI and measurement toolbox that can help them and their partners keep each other honest regarding the added value they are driving through their advertising.

There are steps marketers should take to shift the business mindset on attribution and justify the ROI against the investment in cost, time and expertise in 2019.

How can marketers move towards becoming mobile-first in 2019?

The first question will be how much mobile represents in advertisers’ customer journey. What are the key points of interactions between users and advertising and how can a brand impact them?

Chances are those happen in mobile, or mobile influences them. For a marketer, it means ensuring that you are leveraging all mobile signals to understand your user better, your tech stack is mobile-friendly (omnichannel DMP, omnichannel measurement), your creative is adapted to the mobile user experience, the supply you access is covering the full mobile ecosystem (web AND app), you leverage location to personalize your message… and that all of this is coherent with your omnichannel strategy.

How do you prepare for an AI-centric world as a MarTech executive?

AI holds great promise for making marketing more intelligent, efficient, consumer-friendly, and ultimately, more effective. More pointedly, AI will soon move from being a “nice-to-have” capability to a “have-to-have.” AI is a requirement for making sense of the vast array of data — both structured and unstructured — being generated from an explosion of digital touchpoints to extract insights at incredible speeds, to deliver the personalized service consumers demand.

There are a few key areas of consideration to help you start leveraging AI for marketing, such as affirming your consumer data policies and making your data actionable. Additionally, it’s critical to select a partner that utilizes true AI versus rules-based decision. Without AI, it’s impossible to scale for the volume of data that marketers are managing today.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column][vc_tta_tabs][vc_tta_section title=”About Floriana” tab_id=”1544703828363-a2e4ed67-8a79a414-734f”][vc_column_text]Leading the next phase of mobile product evolution, Floriana brings deep programmatic adverting expertise and a clear point of view on the direction of mobile marketing. With over four years of mobile business development, product innovation, product marketing and client solutions, Floriana has a deep understanding of the mobile media landscape, technologies and marketer challenges.[/vc_column_text][/vc_tta_section][vc_tta_section title=”About MediaMath” tab_id=”1544703828500-3cc3915e-077ea414-734f”][vc_column_text]MediaMath Logo

MediaMath LogoMediaMath helps leading global marketers deliver personalized digital advertising across all connected touchpoints. Over 9,500 marketers in 42 countries use our enterprise software every day to launch, analyze and optimize their digital advertising campaigns across display, native, mobile, video, audio, social, digital out of home and Advanced TV formats. Founded in 2007 as a pioneer in “programmatic” advertising, MediaMath was recognized by Gartner in 2018 as a Leader in the Magic Quadrant for Ad Tech. MediaMath has offices in 16 cities worldwide and is headquartered in New York City.[/vc_column_text][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]

MediaMath and Place Exchange Deliver Industry’s First Out of Home Programmatic Omnichannel Campaigns

MediaMath and Place Exchange Deliver Industry's First Out of Home Programmatic Omnichannel Campaigns

MediaMath, a leader in programmatic marketing technology, has achieved an industry-first with omnichannel advertising campaigns that purchased out-of-home (OOH) media through a partnership with Place Exchange, the first true programmatic exchange for OOH and place-based media. This marks the first time in digital advertising history that OOH ads were purchased programmatically via the exact same campaigns and workflows as online and mobile media and measured with the exact same metrics and reporting—impressions, conversions, response rates, and CPAs—making OOH attributable in the same way as other digital channels for the first time.

Through our partnership, MediaMath clients are able to serve high-impact OOH ads programmatically in the physical world in high-traffic locations that reach brands’ target audiences, in contexts that are brand safe by design – free of bot fraud and always viewable.

“Omnichannel is about providing advertisers with the ability to express their marketing objectives and leveraging automation and intelligence to achieve those objectives, regardless of the devices, screens, or channels on which their audiences might be found,” said Karen Chan, Director, Emerging Channels, MediaMath. “For decades, advertisers have been forced to split channels apart due to technical differences, data disparities, or other factors that stood in the way of a customer-centric approach. That is now finally changing. We can run out of home programmatically and help brands directly reach their audiences where they live, work and play.”

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Previously, other programmatic OOH platforms required marketers to treat the channel as a silo, necessitating separate workflows for campaign setup, targeting, and management, as well as different creative requirements. They also failed to deliver to device-level data that could power the same analytics, optimization, and attribution for OOH as for other channels such as online, mobile, and social. Through the unique combination of MediaMath’s TerminalOne platform omnichannel capabilities and Place Exchange’s proprietary data and IP, the two companies have placed out-of-home on truly equal footing with other programmatic channels, unifying workflow, measurement, and attribution for the first time.

These groundbreaking ads ran via Place Exchange’s open auction, which includes expansive OOH inventory across a wide array of outdoor and indoor formats from the top OOH media companies across the US. Through its unique patent-pending integration and proprietary data, Place Exchange can unify campaign and creative workflows, as well as reporting and attribution, for OOH with other programmatic channels within DSP systems.

Also Read: Prediction Series 2019: Interview with Elena Filimonova, SVP, Global Marketing, CGS

“Programmatic has historically been confined to the world of personal devices, giving marketers only one small window into their consumers. By contrast, out-of-home enables brands to reach massive audiences with highly engaging, life-size creative experiences in the real world, putting ads in front of consumers that make sense relative to where they are in their journeys between home, work, shopping, and entertainment, where they spend 70 percent of their time,” said Dave Etherington, Chief Commercial Officer of Place Exchange. “With Place Exchange, we can finally seamlessly unify OOH with online, mobile, and other programmatic channels. And with the ability to power standard digital attribution, we see that OOH can drive strong performance at every stage of the funnel, all with 100-percent viewability and no bots, ad blockers, or unsafe content.”

The addition of Place Exchange to TerminalOne broadens MediaMath’s omnichannel capabilities to include online, mobile, audio, native, social, CTV, and OOH. Both MediaMath and Place Exchange believe this landmark step will accelerate the transformation of OOH into a truly programmatic medium, as well as bring the broader industry closer to the promise of omnichannel marketing.

Recommended Read: Prediction Series 2019: Interview with Baxter Denney, Chief Marketing Officer, Red Points

Oracle Data Cloud Launches ‘Pre-Bid By Moat’ To Help Marketers Identify Brand Safe, Fraud Safe, & Viewable Ad Inventory

Oracle Data Cloud Launches ‘Pre-Bid By Moat’ To Help Marketers Identify Brand Safe, Fraud Safe, & Viewable Ad Inventory

Pre-Bid by Moat Will Be Integrated with Top DSPs Including Adobe Advertising Cloud, Amobee, Basis by Centro, dataxu, MediaMath, The Trade Desk, and VideoAmp

Oracle Data Cloud has announced Pre-Bid by Moat, a placement solution for marketers to identify and utilize ad inventory that meets their high standards for third-party viewability and invalid traffic (IVT). These new capabilities will join existing brand safety segments available through Oracle Data Cloud to create a powerful suite of media-spend protection offerings.

At the time of this announcement, Patrick Jones, Group Vice President and General Manager, partnerships, Oracle Data Cloud.

Patrick added, “Our contextual intelligence platform reviews and classifies billions of pages and apps with language-based algorithms, so we can categorize the content of each page as safe and brand-appropriate. By integrating that brand safety with our leading IVT and viewability tools, Pre-Bid by Moat gives marketers confidence that their ads are reaching real people, viewable, and appearing in brand-safe environments.”

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To make implementation seamless and simple, Pre-Bid by Moat will be integrated with top DSPs, including Adobe Advertising Cloud, Amobee, Basis by Centro, dataxu, MediaMath, The Trade Desk, and VideoAmp.

“Savvy marketers recognize the tremendous financial and reputational risks from misplaced advertising,” said Eric Roza, Senior Vice President and General Manager, Oracle Data Cloud.

Eric added, “Fraud and viewability issues can drain your ad spend and damage your results, while (the) association with offensive or inappropriate content can result in lasting brand damage. Oracle’s Pre-Bid by Moat offers a unified solution to protect media spend for advertisers by bringing together powerful tools to set real-time requirements for viewability, invalid traffic, and brand safety.”

Pre-Bid by Moat helps advertisers to optimize their media buys with:

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Granular Viewability Standards

Pre-Bid by Moat will allow marketers to set viewability rates for specific ad slots and sizes, offering unprecedented precision before placement.

Invalid Traffic Avoidance

Pre-Bid by Moat is powered by Moat’s leading IVT measurement technology. Moat’s IVT solutions also benefit from learnings from Oracle’s other anti-fraud acquisitions, including web security and managed DNS from Oracle Dyn, which helps identify abnormal traffic patterns on the web and detect and block malicious non-human traffic.

Contextual Brand Safety Analysis

Using the contextual intelligence platform from its Grapeshot acquisition, Oracle Data Cloud analyzes and interprets the actual content of each web page, not just its URL-level keywords.

“The growth of digital advertising over the past decade has been staggering. In order to sustain that growth in the years to come, marketers must trust the effectiveness of the media they purchase,” said Lewis Rothkopf, General Manager of Media and Growth Channels, MediaMath.

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Lewis added, “We’re excited to be one of the first to make Moat’s first-in-class ad measurement actionable for media buyers. We’re confident this collaboration will help advertisers reduce waste and protect consumer trust.”

“Some brand safety solutions ask websites and apps to grade their own homework through self-reported URL keywords describing the content on their sites,” said

Currently, Oracle Data Cloud helps marketers use data to capture consumer attention and drive results. Used by 199 of the world’s 200 largest advertisers, our Audience, Context and Measurement solutions extend across the top media platforms and a global footprint of more than 100 countries. We give marketers the data and tools needed for every stage of the marketing journey, from audience planning to pre-bid brand safety, contextual relevance, viewability confirmation, fraud protection, and ROI measurement. Oracle Data Cloud combines the leading technologies and talent from Oracle’s acquisitions of AddThis, BlueKai, Crosswise, Datalogix, Grapeshot, and Moat.

Recommended Read: Interview with Bhaskar Roy, Head of Growth, Workato

MediaMath Announces Guaranteed Viewable Market

MediaMath Announces Guaranteed Viewable Market

100 Percent Viewable, Fraud-Free Marketing Environment Is First Step Toward Blockchain-Based Architecture

MediaMath announced the release of the Guaranteed Viewable Market, which offers impression-level verification powered by MediaMath’s enterprise identity solution, delivering exclusive access to 100% viewable, 100% fraud free media. In its beta release, the market offers omnichannel media execution across mobile, desktop and DOOH channels. The Guaranteed Viewable Market brings the promises of blockchain – transparency, trust and immutable consensus– to digital marketing today, and it paves the way for a future of innovation.

“The Guaranteed Viewable Market is the ideal supply chain architecture in digital marketing today,” said Lewis Rothkopf, MediaMath’s head of supply products. “Buying viewable media is notoriously difficult to execute and even more difficult to scale, preventing viewable media from contributing outsized ROI for brands. Not anymore. We’ve created a simple, scalable means to activate viewable, fraud free media across channels. It’s the way marketing should work.”

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The Guaranteed Viewable Market is a key part of MediaMath’s ambitious product roadmap to create the next-generation supply chain necessary to better connect marketers and consumers. It operates seamlessly with MediaMath’s open and extensible, cross device identity stack and its artificial intelligence solutions. Collectively, these initiatives make the brand-consumer dialogue of tomorrow available today: more welcomed, more interwoven to the consumer’s content experience, and more trustworthy.

The Guaranteed Viewable Market is being launched in collaboration with Underscore CLT, a blockchain technology company that is funded by MediaMath’s captive venture fund, MathCapital.

“This is exactly the right place to start on the path toward a better enabling architecture,” said Isaac Lidsky, Underscore CLT’s President. “If we’re going to build a new, brighter future for the digital marketing industry using blockchain, we must focus on functionality and tackle the real-world business implications of this momentous opportunity–and all that it represents for our businesses. The Guaranteed Viewable Market is proof. Underscore CLT is proud to have created this transformational marketplace with MediaMath, and we’re certain that the game-changing technology we’re developing will only enhance its functionality in the future.”

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The Guaranteed Viewable Market offers inventory in DOOH, desktop and mobile web display. At the impression level, the platform surfaces inventory with only the highest probability of viewability, based on numerous factors including placement characteristics and publisher contextualization—before it is bought at auction. Post-impression, inventory is viewability-verified by Moat and measured for fraud by DoubleVerify. Critically, marketers do not pay for impressions that fall short of the market’s performance requirements.

The beta makes this functionality available in global markets including the US, Canada, Australia, Japan and Singapore.

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EverString Announces the Winners of the Inaugural FIRE Marketer Awards

EverString Announces the Winners of the Inaugural FIRE Marketer Awards

Award Program Honors 10 Marketers Using Data-Backed Insights to Drive World-Class Business Results

EverString, the modern B2B data platform for marketing and sales intelligence, announced the 10 winners of the company’s first annual FIRE Marketer Awards. The 10 marketers honored with inaugural FIRE Marketer Awards embody the principles of FIRE Marketing by using fit, intent, recency, and engagement data to focus sales and marketing teams on qualified leads and close more deals.

Selected by a committee of EverString executives and customers, the winners of the 2018 FIRE Marketer Awards are:

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“A FIRE marketing strategy allows teams to focus on the quality of leads rather than volume,” said Peter Herbert, CMO of FullStory and an account-based marketing pioneer. “I feel honored to be chosen by my peers as a FIRE Marketer.  Driving operational excellence in marketing by using data is essential to modern marketing.  It’s exciting to see marketers recognized for integrating new and exciting data into their marketing strategy.”

EverString makes FIRE Marketing simple with a modern data platform that delivers centralized account intelligence, letting marketers know which accounts to target. The FIRE dashboard provides full visibility into accounts and their scores on Fit, Intent, Recency, and Engagement (FIRE):

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  • Fit tells marketers which accounts are a good match for their product or service.
  • Intent provides a look at who’s doing research, signaling an intent to buy.
  • Recency provides insight on how recently an account showed intent or engaged with the brand.
  • Engagement tells when and in what way the account engaged with the brand.

“I’d like to congratulate each of the professionals recognized with a FIRE Marketer Award this year,” said J.J. Kardwell, CEO and co-founder of EverString. “Their incredible success validates the FIRE approach of putting the best-fit accounts in the hands of sales and marketing teams, so they can close more deals, using AI-human integration to focus on high-quality leads and transform operations.”

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MediaMath Named a Leader in Gartner’s Magic Quadrant for Ad Tech

MediaMath Named a Leader in Gartner's Magic Quadrant for Ad Tech

MediaMath Recognized for Completeness of Vision and Ability to Execute

MediaMath, the independent technology company for marketers, announced that it has been recognized by Gartner, Inc. as a Leader in the latest “Magic Quadrant for Ad Tech”. The company has been recognized for its completeness of vision and ability to execute.

“We believe MediaMath’s leadership position in the Gartner MQ for Ad Tech further validates our vision of consumer-first marketing,” said Dan Rosenberg, Chief Marketing & Strategy Officer, MediaMath. “We also believe it validates our approach to delivering on advertiser needs today, while continuing to invest aggressively in building the most complete omnichannel solution for the future. We are delighted with this outstanding recognition.”

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MediaMath is developing the next-generation architecture for digital marketing that connects marketers to consumers in a manner that is effective, efficient and trusted. Backed by $225 million in new financing, the Company is investing in the people, technology and relationships required to deliver on its vision. Key initiatives include the expansion of its open identity stack, reengineering the infrastructure that connects consumer touchpoints and accelerating the broad adoption of artificial intelligence, which the company maintains is a prerequisite to driving real business outcomes with consumer respect at scale.

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This is the third independent evaluation of MediaMath by a major analyst firm in 18 months. MediaMath was recognized by Forrester in 2017 as a Leader in both the Demand Side Platform and Data Management Platform categories.

MediaMath helps leading global marketers deliver personalized digital advertising across all connected touchpoints. Over 9,500 marketers in 42 countries use our enterprise software every day to launch, analyze and optimize their digital advertising campaigns across display, native, mobile, video, audio, social, digital out of home and Advanced TV formats. Founded in 2007 as a pioneer in “programmatic” advertising, MediaMath was recognized by Forrester in 2017 as a Leader in both the Demand Side Platform and Data Management Platform categories. MediaMath has offices in 16 cities worldwide and is headquartered in New York City.

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TechBytes with Dan Rosenberg, Chief Marketing & Strategy Officer, MediaMath

Dan Rosenberg

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Dan Rosenberg
Chief Marketing & Strategy Officer at MediaMath

[/vc_column_text][/vc_column][vc_column width=”3/4″][vc_column_text]MediaMath recently published the report, “The State of Consumer-First and Omnichannel Marketing,” in partnership with Econsultancy. We spoke to Dan Rosenberg, Chief Marketing & Strategic Officer, MediaMath, to understand why CMOs should read the report and how it will help them build or buy a technology stack.[/vc_column_text][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”20px”][vc_column_text]Tell us about your role at MediaMath and the team/technology you handle.

I oversee the Marketing and Strategy functions for MediaMath. I joined the company back in 2011 and have led various teams across the organization, including Product Solutions, Business Development, Corporate Development and Enterprise Sales.

As CMO/CSO, I lead the Marketing team in communicating MediaMath’s vision and unique offerings to a range of audiences, including advertisers, agencies, ecosystem partners, press, investors, government agencies and employees. In addition, we strive to be a “lighthouse” marketing team in our right, using our own unified DSP and DMP platform and partner technologies to execute and demonstrate best-in-class B2B marketing. All our digital campaigns are run through our platform, and each gets a full treatment, including blog posts, emails, social promotion and paid ads. I also lead the Strategy team in synthesizing a range of inputs to develop, document and share MediaMath’s multi-horizon strategy.

Why did you decide to publish the report “The State of Consumer-First and Omnichannel Marketing?”

We decided to call out our consumer-first philosophy as a market theme at the start of this year as we saw the rise of adblocking, mistrust of advertising and impending GDPR legislation as symptoms that we are not delivering the best advertising experiences to consumers. We believe that consumers can love marketing again, but first we need to understand what is turning them off from the ads they see and figure out how to both respect them with the right approach to identity and data privacy and delight them with personalized experiences coordinated across channels and devices at the right frequency and sequence, accounting for their recent and past behaviors and actions. Our report, in partnership with Econsultancy, examines how global marketers are responding to this dual challenge and opportunity so we can help them identify how to rise to the occasion to put consumers first.

Why should a CMO read the report? How does it help CMOs build or buy a technology stack?

CMOs should first read the report because the respondents that took the survey are their peers — more than half are senior-level marketers from around the world. It’s a true window into how their peers are thinking about marketing best practices, media channels, identity, omnichannel and emerging opportunities such as artificial intelligence.

The report can help them plan key functions by highlighting the gaps in their current technology stack. We consistently found in the results that marketers want to do so much more but are being held back from being able to execute. For instance, the ability to dynamically segment audiences was identified by 67% of respondents as one of the top three capabilities they hope to have over the next five years when it comes to improving the advertising experience for consumers. But they are not actually prioritizing the data quality improvements or technology integration required to enable this capability — reduced data loss and latency ranked lowest in the report when it comes to the perceived benefits of integrated technology. Dynamic segmentation through an integrated platform lets you connect the right message to the right consumer more quickly and seamlessly across touchpoints. In general, any data loss, which can occur when data management is siloed from media buying, decreases the accuracy of audience segments, often resulting in consumers being shown an ad for something obviously irrelevant to them or, on the other extreme, something they already bought — one of the reasons for their frustration with advertising.

What are the key challenges to successful MarTech-Adtech integration?

Two things. First, many marketers are trained to be good at one or the other. You might have the right team staffed against your CRM and marketing automation systems, but that team may not have the deep experience required to run end-to-end digital campaigns that include paid media. Historically, there hasn’t been a common role that oversees both stacks, to ensure that processes and data are synchronized across them, and this siloed organizational approach is where marketing teams get tripped up.

The second is, even if you do manage to connect your AdTech and MarTech stacks, odds are you still have an overwhelming amount of data, formats and creative concepts to manage, make sense of and put to work. That’s where marketers need AI, which collects all the right data — even the unstructured kind — from all the right sources and extracts actionable insights at astonishing speeds so that we can make better decisions faster than ever. And it gets better or “smarter” over time as it learns from new data and your systems, processes and decisions. This is the foundation of the work we have been doing with IBM’s Watson to integrate true AI into programmatic and bring together their MarTech stack with our AdTech stack.

It’s those bold marketing innovators that add AI to the adtech+martech equation who will win — today, tomorrow and well into the future.

How does MediaMath enable CMOs to decide and justify the ROI on this integration?

We’ve always been about bringing real, measurable insights to marketing. It’s in the name “Media + Math.” We’re constantly adding more capability to measure more data points and success metrics both online and in the physical world. Our platform delivers insights such as ROAS and Lift Measurement natively, and clients can also connect to third-party measurement partners such as Marketshare.

Could you elaborate further on the term “Integrated Martech” for CMOs who already use DMPs, CDPs and Programmatic ad exchanges for MarTech/AdTech campaigns?

Full integration means integration across all key layers of the marketing stack:

  • Identity: Recognizing users across touchpoints with a cross-device and cookieless identity layer.
  • Data: Identifying your best customers and prospects through an integrated DMP.
  • Media: Reaching those audiences in the best environments through an omnichannel DSP.
  • Optimization: Optimizing spend to real business outcomes with an intelligent bidding engine driven by advanced machine learning.
  • Analytics: Analyzing before, during and after campaigns to ensure a continuous feedback loop of actionable insights across media buying.
  • Integration on one layer or the other is great, but integrating AdTech and MarTech across all layers — that’s the holy grail.

Customer Data Integration Spectrum:

  • Companies using limited/no identity resolution
  • Companies using siloed data sources
  • Companies that are connecting limited and/or digital customer behaviors and marketing
  • Companies that are connecting digital and offline customer behaviors and marketing

Marketing Activation Spectrum:

  • Companies activating in disconnected AdTech and MarTech stacks (operating completely independently within each of their activation channels)
  • Companies with partially integrated MarTech or AdTech (examples: sequential marketing within programmatic channels, connecting Pinterest to MediaMath for sequential marketing)
  • Companies with partially integrated MarTech and AdTech (examples: sequential marketing with email and MediaMath)
  • Companies with mostly integrated MarTech and AdTech activation

Is GDPR the biggest disruption that AdTech has ever seen? How do you help customers get to the right side of GDPR?

No — GDPR is an opportunity to do better as an industry, to have conversations with our consumers with the goal of putting their needs first. If the question is about how we help our own customers comply with GDPR, we start first with having a top-notch data privacy and governance team led by our Vice President of Data Policy and Governance, Alice Lincoln, CIPP. Over the last eighteen months, Alice has led the IAB EU working group that authored the Transparency & Consent Framework, a set of policy and technology standards developed in collaboration with IAB Tech Lab in preparation for the GDPR and, in an expanded purview, she is leading our consumer-first initiative.

Danny Sepulveda also recently joined MediaMath as Vice President of Government Relations after two decades working with the US Senate and representing America abroad on digital economy issues and is now helping to shape and communicate MediaMath’s policies and practices concerning privacy and consumer protection.

Advertisers and brands are our clients, and they are happy when the messages they want to send reach high-quality audiences on high-quality publishers in ways that the user enjoys. GDPR is aligning advertisers and brands with the advertising technology ecosystem to focus on putting the consumer first, clearly and explicitly articulating the value proposition.

What metric should one rely on to decide on the ‘satisfaction level’ of technology for Marketing and Advertising?

Our mission is to empower marketers to delight their customers and drive real business outcomes. The metrics will be different depending on their goals, but we commit to helping marketers identify the true KPIs that will drive true outcomes such as sales.

Would you like to be invited as a speaker at a tech conference that we partner with?


Thanks for chatting with us, Dan.

Stay tuned for more insights on marketing technologies. To participate in our Tech Bytes program, email us at[/vc_column_text][/vc_column][/vc_row]

MediaMath Announces Enhancements to Native Advertising Offering

MediaMath Announces Enhancements to Native Advertising Offering

Ad Tech Leader Makes Improving Consumer Experience Central in New Channel Release

MediaMath announced enhancements to its native advertising offering with new creative management solutions and supply partnerships that fully integrate native advertising into its omnichannel DSP, empowering clients to leverage a single platform to manage a larger share of their media spend, and a creative format proven to be more engaging to consumers. The launch comes on the heels of MediaMath’s recent round of funding of $225 million and demonstrates its  commitment to improving the consumer experience while create business outcomes.

“Native is good for the entire ecosystem. It’s good for consumers because it provides a simple, clean, seamless transition between content they are already consuming and targeted marketing messages. It’s good for marketers because it drives strong performance. And it’s good for publishers because it increases their control over the appearance of their site,” said John DeFilippis Senior Director, Channel Lead Display and Native at MediaMath. “This offering helps marketers coordinate communications across every touchpoint at scale, advancing the promise of programmatic by connecting consumers with the content and brands they love.”

Also Read: MediaMath is Re-Architecting Digital Marketing to Create Better Connections Between Marketers and Consumers

The native advertising market is projected to reach $41.14 billion in the US alone in 2018. Consumers are using social channels more for both communication and news gathering, and it’s the job of the marketers to provide a positive experience. This launch is a natural progression for MediaMath, as the company continues to serve ads that have engagement rates and match the format of the page they appear on for a seamless online experience with high quality content.

MediaMath’s new native offering enables clients to upload creative assets in their component parts, such as images, headlines, copy and click-through-URLs, tracking tags, directly into T1, and then use the same assets flexibly across any compatible native inventory. MediaMath has partnered with Sharethrough, TripleLift and Powerlinks to launch these capabilities with a globally-scaled inventory of premium native ad opportunities. MediaMath has also been testing leveraging the same framework to target Facebook and Instagram inventory with the same creative units.

“MediaMath’s focus on improving the quality of experiences for consumers across every digital touchpoint fits perfectly with Sharethrough’s approach to developing high-quality native advertising that performs. Native is a modern ad format that naturally flows with the content on a page, leading to better engagement with consumers. Our direct integration with MediaMath’s built-in native workflow creates an efficient workflow for buyers without requiring external tools,” maintains Sharethrough CEO, Dan Greenberg.

Also Read: Study: Holiday Marketing Emails Generate, on Average, Higher Conversions Than Business-As-Usual Emails

 Product Features:

  • Single platform workflow:will allow MediaMath customers to activate native as a channel within existing campaigns, and leverage creatives across all compatible inventory.
  • Improved customer experience:Native ads are less intrusive and including native in omnichannel campaigns allows advertisers to employ frequency capping and creative sequencing.
  • Premium inventory:Premium publishers that care greatly about creating a good UX experience use native formats to seamlessly incorporate advertising into their site.
  • Bulk creative upload:MediaMath has industry-unique capability to upload creatives in-bulk for compatibility across the widest range of inventory.

Recommended Read: OneTrust Announces New Collaboration Features into Assessment Automation Module for GDPR, CCPA and Global Privacy Compliance

Drawbridge and LiveRamp Partner to Power Robust Integrated Identity Solution

Drawbridge and LiveRamp Partner to Power Robust Integrated Identity Solution

Leading Identity Resolution Companies Sign Partnership to Extend Precision and Reach of People Based Marketing

Drawbridge, the leading provider of identity management solutions, and LiveRamp, an Acxiom company and the leading provider of omnichannel identity resolution, have signed an agreement that gives marketers the ability to better leverage identity resolution across the open web. This partnership solidifies Drawbridge as one of LiveRamp’s preferred partners for probabilistic identity to extend and enhance the extent to which a customer’s first-party data can be used to create more personalized experiences for consumers – whether that’s more relevant ads or optimized experiences across devices and channels.

“Drawbridge is a leader in probabilistic identity, and LiveRamp is a leader in deterministic identity – we are integrating these solutions to enhance the precision and scale marketers’ can leverage to cast a wider net across their valuable audiences,” said Drawbridge Founder & CEO, Kamakshi Sivaramakrishnan. “We’re glad to be working with LiveRamp to build a truly viable solution for identity on the open web that helps marketers better understand, reach, and measure their audiences.”

Also Read: LiveRamp to Power People-Based TV Campaigns for Adobe with IdentityLink

“Deterministic identity resolution – and the precision it provides – provides the foundation for our customer’s people-based marketing initiatives,” said LiveRamp Co-President, James Arra. “With this partnership, marketers who wish to do so can amplify their total reach by layering Drawbridge’s probabilistic capabilities on top of our own. This will allow our clients to engage with their customers at greater scale leveraging best of breed technology.”

Here’s how brands can take advantage of this new integrated identity solution:

  1. Upload first-party customer data to LiveRamp to leverage deterministic reach.
  2. Use the Drawbridge Identity Graph to increase the total audience reach using probabilistic expansion.
  3. Activate the resulting extended audience in over 500 destinations for targeted advertising and insights, including Adobe, Salesforce, Amobee, Mediamath, AppNexus, and VisualIQ.
  4. Drive personalized experiences for end consumers – including more relevant ads and optimized experiences across devices and channels.

Also Read: LiveRamp Partners with Inscape to Add Smart TV Data into Omnichannel Identity Platform

Drawbridge uses patented machine learning technologies to build identity solutions with industry-leading precision and the highest consumer and device coverage, so businesses can understand their customers and treat them like individuals. This partnership applies globally, with the exception of China and Japan, where Drawbridge has existing partnerships in place.

Recommended Read: LiveRamp and Sonobi Collaboration Gives Marketers Unique Direct Access to Addressable Consumers