Gojek and The Trade Desk Launch Advertising Partnership in Indonesia

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia

First Online to Offline (O2O) Measurement Solution in South East Asia Bringing Partners’ Business Growth to the Next Level

Gojek, Southeast Asia’s leading technology platform, and The Trade Desk, a global advertising technology leader, launch an exclusive partnership to provide advertisers with unprecedented insight into the impact of their online advertising campaigns on offline sale, which can improve the efficiency of marketing decision to boost business growth. This partnership marks the first Online to Offline (O2O) measurement solution in Southeast Asia, launching initially in Indonesia.

“Our mission is to remove life’s daily friction by connecting consumers to the best providers of goods and services in the market. This partnership will enable advertisers on The Trade Desk platform to use Gojek’s insight to measure their campaigns and ultimately increase the effectiveness of their advertising.”

Pulkit Khanna, Gojek’s Vice President for Merchant Research and Analytics, said, “Our mission is to remove life’s daily friction by connecting consumers to the best providers of goods and services in the market. This partnership will enable advertisers on The Trade Desk platform to use Gojek’s insight to measure their campaigns and ultimately increase the effectiveness of their advertising.”

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Gojek will work together with TTD to measure the impact of online advertising using Gojek’s actual in-store purchase transactions instead of cookie-based data, correlating purchases made on and offline using Gojek, with advertising served via TTD platform. This will include both purchases made within the Gojek app, such as the food delivery service, GoFood as well as in-store transactions with merchants who accept GoPay.

Marketers will be able to link sales with advertising campaigns, harnessing offline attribution capability to gain unmatched insight on the effectiveness of their advertising campaigns.

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“We are delighted to partner with Gojek, as a pioneer of super app model, to deliver O2O measurement in Southeast Asia,” said Mitch Waters, Senior Vice President, The Trade Desk. “Analysing offline attribution has been an aspiration for marketers everywhere. Given Gojek’s footprint and innovation mindset, we can now make that goal a reality.”

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New Survey Points to Streaming Subscription Fatigue Among US Consumers

New Survey Points to Streaming Subscription Fatigue Among US Consumers

More Than Half of U.S. Consumers Unwilling to Pay More Than $20 a Month for Streaming TV Services Majority of Consumers Willing to View Ads Relevant to Their Interests to Reduce Subscription Costs

The majority of Americans (59 percent) are not willing to pay more than $20 a month for streaming TV services, according to a recent survey of more than 2,600 U.S. consumers by The Trade Desk. Furthermore, 75 percent of consumers will not pay more than $30 a month. As more TV content providers launch new streaming services in 2020, these results highlight the subscription fatigue threshold for TV streaming services, where on-demand movies, TV shows and live events can be accessed by connected devices such as smart TVs and mobile devices.

Other key findings of the survey include:

  • More than half of U.S. households (53 percent) subscribe to Netflix, followed by Amazon Prime (43 percent) and Hulu (29 percent).
  • The leading cause of frustration with TV advertising among streaming subscribers is having to watch the same commercial repeatedly (cited by 46 percent of respondents).
  • More than half (53 percent) of U.S. consumers would be open to watching ads (every other episode of their favorite show) if it meant lowering the cost of subscription streaming services.
  • More than two-thirds (68 percent) of U.S. consumers (with no preference to tailored TV ads) would be willing to watch ads relevant to their interests if it meant watching fewer ads overall.
  • More than half (51 percent) of respondents who watch new episodes of their streaming TV show on an app, after it premieres, watch on a smart TV.

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As more U.S. consumers watch TV content via streaming services online, content providers are under pressure to produce new premium content that drives membership and viewership. This research suggests, however, that there are hard limits to consumer appetite for subscription-based services. As a result, streaming companies must decide whether and how to incorporate advertising-supported tiers to their platform.

The survey indicates a willingness from consumers for streaming services supported by ads, particularly if the format and pacing of commercial breaks differ from traditional TV content. More than half (53 percent) of respondents are willing to watch ads every other episode to lower their monthly costs on a device that doesn’t show any ads. Forty percent of consumers would prefer ads tailored to their interests and preferences, but, among those who said they wouldn’t, that number increases to more than two-thirds (68 percent) if it meant they would see fewer ads.

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“With consumers experiencing subscription fatigue and unwilling to subscribe to more than one or two premium services, broadcasters have to figure out how to continue to fund this new golden age of TV,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk. “At the same time, consumers are willing to view ads if it means their subscription costs go down, even more so if those ads are relevant to their interests and are just not the same ads over and over again. This indicates that ads will fund the future of streaming TV, and that broadcasters and advertisers have an opportunity to improve the advertising experience in a way that simply is not possible with traditional, linear TV.”

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PreciseTarget Announces Retail Data Products Available On The Trade Desk

PreciseTarget Announces Retail Data Products Available On The Trade Desk

Taste-Based Retail Audiences Available for 2019 Holiday Season

PreciseTarget, the first data company to profile the retail buying taste of 220 million U.S. adults, announced that its data products are now available on The Trade Desk for retailers seeking greater marketing efficiency and conversions during the 2019 holiday season.

PreciseTarget’s Taste Audiences provide profiles of every US adult according to their personal retail and apparel taste – the combination of attributes such as fit, fabric, color, style, and price that determines purchase behavior and preference. Using machine learning to analyze daily data feeds from hundreds of retail partners, PreciseTarget’s Taste Audiences allow retailers to expand their acquisition audience, reduce acquisition costs, and increase customer lifetime value (LTV) by advertising products that actually fit shoppers’ individual preferences.

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“The 2019 holiday season will be a pivotal one for retailers, who are feeling pressure on all sides from increased catalogue velocity, competition from e-commerce giants and shifting consumer behavior,” said Rob McGovern, CEO of PreciseTarget. “We’re proud to make PreciseTarget’s taste-based data available on The Trade Desk, because retailers need all of the data-based help they can get to convert new customers and increase revenue this holiday season.”

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Unlike other retail targeting products, PreciseTarget’s Taste Audiences do not rely on cookies, clickstream data or personally identifiable information (PII), making PreciseTarget’s technology compliant with current and future digital privacy regulations. By relying on an industry-leading  third party to anonymize consumer data from retail partners, PreciseTarget allows retailers to safely improve their own data sets and better understand their best customers.

“The reality is that retailers lack sufficient data to truly understand the preferences and tastes of their customers, who might only buy one or two items per year from any particular brand or store,” said Liddy Manson, COO at PreciseTarget. “PreciseTarget’s data helps retailers solve this “sparse data” problem, and we’re excited to make that capability available for marketers and brands across the media ecosystem during this critical season.”

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The Trade Desk Appoints Lisa Kopp Johnson as General Manager, Midwest Business Development

The Trade Desk Appoints Lisa Kopp Johnson as General Manager, Midwest Business Development

Global advertising technology leader, The Trade Desk, announced the appointment of Lisa Kopp Johnson as the company’s General Manager of Business Development for the Midwest United States. Based in the Chicago office, Johnson is responsible for driving client acquisition and revenue generation in one of the company’s largest sales regions.

“I am delighted to join The Trade Desk’s leadership team in the Midwest at this exciting time for the company and data-driven advertising”

Johnson brings more than a decade’s sales leadership experience in media and advertising industries, with executive leadership roles in some of the fastest-growing companies. Most recently, she served as Vice President of Sales for the Midwest and West Coast regions for Amobee, where she helped drive strong, consistent revenue growth based on relationships with some of the region’s most prominent brands. Prior to this, she held sales leadership roles with high-growth companies such as Undertone and CoolSavings.

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“Lisa has been a major presence in the Midwest advertising industry for several years, and we are thrilled to bring her business development expertise to The Trade Desk,” said Stacy Bohrer, Regional Vice President, The Trade Desk. “Her leadership experience with name-brand companies in the region will be a major boost as they look to drive more data-driven decisioning into their ad campaigns.”

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“I am delighted to join The Trade Desk’s leadership team in the Midwest at this exciting time for the company and data-driven advertising,” said Ms. Johnson. “The Trade Desk’s vision, product leadership and executive team position the company at the forefront of this fast-growing industry. More and more companies are developing integrated digital ad campaigns across channels and devices, and they understand The Trade Desk’s unique ability to help them leverage data to optimize impact and value.”

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The Trade Desk Helps Marketers Streamline Their TV and Digital Media Strategies with Smart TV Viewing Data from VIZIO’s Inscape

The Trade Desk Helps Marketers Streamline Their TV and Digital Media Strategies with Smart TV Viewing Data from VIZIO’s Inscape

Linear and OTT Insights Enable Omnichannel Campaign Planning for the World’s Leading Advertisers

Advertising technology leader, The Trade Desk has partnered with Inscape, the largest single source provider of Smart TV viewing data in the U.S., to integrate Inscape’s data insights directly into The Trade Desk’s Planner, a cross-device advertising planning tool for digital and connected TV campaigns. The addition of Inscape’s smart TV viewing data provides marketers with valuable new insights to help maximize campaign reach and ROI through integrated planning, buying and measurement across all screens and devices, at scale.

“Integrating Inscape’s near real-time TV viewing data into Planner helps our clients plan and activate their omni-channel campaigns with smart, data-driven insights”

Incorporating Inscape’s viewing data, from more than 12 million active and opted-in smart TV devices, helps advertisers on The Trade Desk’s platform plan their digital spend incrementally on top of their linear media budgets, adding efficiency to cross-channel plans. Adding this valuable smart TV viewing data to The Trade Desk’s AI-driven Planner tool also helps marketers easily forecast cross-device reach and frequency across campaigns that span both digital and TV. Inscape’s viewing data delivers a clear understanding of ad exposure rates, emphasizing specific targeting with audience insights, instead of demographics, to use across digital channels. Advertisers also have the ability to build plans modeled by how often an ad is served to consumers, optimizing relevance and frequency for millions of households in the United States.

“Integrating Inscape’s near real-time TV viewing data into Planner helps our clients plan and activate their omni-channel campaigns with smart, data-driven insights,” said Nate Gawel, General Manager of Data Partnerships, The Trade Desk. “This partnership helps us identify opportunities for incremental reach, frequency and GRPs to improve the impact of both linear and digital TV ad buys.”

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Automatic content recognition (ACR) data obtained from Inscape reflects what’s being watched regardless of input device. As people increasingly consume content and commercials on their Smart TVs from a multitude of sources, it is imperative that the data used to inform and measure media buys can account for and properly value ad impressions holistically.

“Brands desire to reach consumers with relevant and timely messaging. To do so, they need to understand what ads are being consumed across a wide variety of publisher inventory and devices in order to better plan and optimize their ad campaigns,” said Greg Hampton, Vice President of Business Development at Inscape. “The Trade Desk understands that TV viewing data from Inscape has the granularity, precision and scale necessary to help advertisers deliver sophisticated, omnichannel advertising campaigns across every device, marketing channel, and ad format.”

Inscape is a wholly owned subsidiary of VIZIO, and leading provider of ACR technologies and cross-screen metrics. With more than 12 million active and opted-in TV devices and growing, Inscape’s Smart TV footprint is the largest single source of opt-in TV viewing data available to license in the United States.

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Additional benefits include:

  • Build authenticated audience segments using relevant and pseudonymous data to activate campaigns across channels and stages of the marketing funnel
  • Extend reach by using cross-screen reach and frequency metrics to plan and automatically optimize TV campaigns
  • Provide the ability to target viewers who were either exposed or not exposed to a brand’s TV commercials

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Alibaba Cloud Spurs Industry Innovation for China Gateway Customers

Alibaba Cloud Spurs Industry Innovation for China Gateway Customers

Customers Innovate Using Cloud Computing Technologies and Ecosystem Support to Address Operational Pain Points

Alibaba Cloud, the data intelligence backbone of Alibaba Group, showcased the success of its customers who have made use of Alibaba Cloud’s technologies to ramp up innovation. A range of customers from various industries, which have benefited from Alibaba Cloud’s technology and the interconnectivity with the other business units of the Alibaba Group, gathered at the China Gateway Summit during the Apsara conference to share their journey to success.

By partnering with Alibaba Cloud, customers including Canon, Refinitiv and The Trade Desk, are able to access proven technologies such as data analytics, networking and artificial intelligence to develop innovative solutions that meet their industry demands in China. These ultimately become a significant part of their global innovation.

Among the new participants, The Trade Desk, an industry leading independent, objective ad-buying platform, will use Alibaba Cloud to meet the needs for high volume, high concurrency and low latency services across the region.

“With the world’s largest emerging middle class, China represents a significant opportunity for advertisers globally,” said Calvin Chan, General Manager of the Trade Desk China. “The Trade Desk™ helps the world’s leading brands optimize their advertising campaigns in China. When we launched in China, and now as we scale, we needed the right cloud partner for our unique data-driven platform. Alibaba Cloud helps us meet the specific needs of advertisers accessing the China market, and going forward, the growing number of Chinese companies looking to access new markets around the world.”

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In a further initiative, total imaging solution provider Canon is establishing a holistic digital operation model from front-end e-commerce platform to back-end data analysis in order to improve user experience through technology.

“Nowadays, innovation is happening everywhere in the China market, and Alibaba Cloud has become one of the most important platforms to support business-driven innovation, especially that based on the Internet,” said Ehara Taisei, Vice President of Canon (China). “Since establishment, Canon has been a pioneer of business and technology innovation. Together with Alibaba Cloud, we have redefined the concept of printing, online-offline integration, and digital marketing in order to provide the next level of experience and value to our customers in China. In the foreseeable future, we will work even closer with Alibaba Cloud on big data and precision marketing to create more value for our customers in China and all over the world.”

As one of the world’s largest financial markets data and infrastructure providers, Refinitiv is also working with Alibaba Cloud to bring its financial solutions to financial institutions globally.

“In partnership with Alibaba Cloud, Refinitiv is exploring how to bring our world-class products and content to customers globally, and new market solutions to get users prepared for emerging opportunities,” said Nicole Chen, Managing Director, Refinitiv Greater China.

Alibaba Cloud also runs the China Gateway Program which has helped global customers from countries including Australia, Singapore, Korea, Japan, Israel, Sweden, France, Germany, and the United States to get up and running in China, playing a vital role in assisting businesses scale up in one of the world’s biggest markets.

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Selina Yuan, President of Alibaba Cloud Intelligence International said, “With Alibaba Cloud’s powerful technologies, business-oriented industry solutions and in-depth knowledge of the market, we would like to support more customers to innovate in China and transfer their successes to other parts of the world. We are happy to see an increasing number of customers who innovate with us, and accelerate their global digitalization process with that success.”

The China Gateway Program, which was first launched in Australia in March 2019, pledges to help overseas businesses succeed in the Chinese market by providing them with help such as customized market insights, business connections, case studies, and technology solutions. The China Gateway Program currently serves customers from more than 80 countries and regions.

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PlaceIQ Partners with PMG to Measure Real-Time Impact of In-Store Holiday Foot Traffic

PlaceIQ Partners with Pmg to Measure Real-Time Impact of In-Store Holiday Foot Traffic

PlaceIQ, the company building a new model of consumer behavior with location data and insights, announced results of a partnership with digital marketing agency PMG, which sought to better understand the real-time impact of media campaigns on in-store foot traffic during the 2018 holiday shopping season, as tested on PMG client Old Navy.

PlaceIQ’s Place Visit Stream was accessed by PMG through its valued DSP partner, The Trade Desk, in order to measure true foot traffic impact and return on ad spend for all holiday campaign tactics used during the 2018 holiday season. By having near real-time access to foot traffic data in-platform, PMG was able to optimize quickly toward strategies driving the best in-store results. PMG used high-impact, rich media ad units to maximize the impact of their audience discoveries—for example, they were able to harness a secondary brand audience to drive 23% more foot traffic than the primary audience.

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PlaceIQ’s location-intelligence platform ingests and processes billions of movement data points from over 200MM unique anonymous devices to understand the places visited in their consumer journey. By matching this movement data with verified locations, Place Visit Stream delivers visitation metrics down to specific audiences and targeting tactics. This enables brands to match high quality, real-world visitation metrics to a wide array of key marketing applications.

“PMG has many retail clients for whom we are constantly testing innovative ways to measure how online media impacts offline foot traffic,” said Caitlin Meroney,Senior Programmatic Media Manager, PMG.“The PlaceIQ/The Trade Desk integration offered PMG a unique opportunity during the critical Holiday Shopping season that allowed us to gain a real-time understanding of what tactics were driving customers.”

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“PlaceIQ strives to offer brands the seamless ability to understand the real-world impact of their digital marketing investments,” said Duncan McCall, CEO, PlaceIQ. “Through our close partnership with The Trade Desk, we felt privileged to offer a valuable measurement solution to PMG and their marquee clients. By harnessing Place Visit Stream, PMG was able to test optimized media to maximize in-store foot traffic and sales potential during the holidays.”

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Ntooitive Expands Connected TV Platform

Ntooitive Expands Connected TV Platform

N2TV  Empowers Brands to Grow Using a Comprehensive Approach to Acquire and Engage Audiences with Customized Campaigns

Ntooitive, the end-to-end digital technology partner marketing leaders trust to deliver campaign efficiency, speed and effectiveness, officially announced an expansion of its existing connected TV (CTV) platform through an integration with global advertising technology leader The Trade Desk. The partnership offers advertisers and publishers a marketplace of cost-effective premium CTV inventory, real-time performance monitoring, and transparent reporting all within Ntooitive’s powerful N2TV platform.

“By building its technology on top of The Trade Desk’s APIs, Ntooitive’s N2TV offering provides a powerful solution for their clients. We’re excited to partner with Ntooitive to drive innovation in Connected TV.”

“Our partnership with Ntooitive allows even more advertisers to extend traditional TV buys into the digital space,” said Brian Stempeck, chief strategy officer for The Trade Desk. “By building its technology on top of The Trade Desk’s APIs, Ntooitive’s N2TV offering provides a powerful solution for their clients. We’re excited to partner with Ntooitive to drive innovation in Connected TV.”

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As an early adopter in CTV ad technology, Ntooitive is well positioned to capitalize on the growing number of consumers who have cut the cord in favor of streaming services and push the boundaries for what is possible with programmatic advertising.

“CTV has a wide range of benefits as part of a cross-medium marketing strategy focused on video distribution and reach,” said Ryan Christiansen, co-founder and CEO of Ntooitive. “To help publishers and advertisers maximize their marketing spend, N2TV pairs cross-device attribution with over-the-top impressions to verify and track online-to-offline conversions.”

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Vikas Khorana, co-founder and chief technology officer of Ntooitive, added, “The Trade Desk makes it easy for us to plan, forecast and buy digital media more effectively than ever before. That translates into a highly differentiated level of service for our clients, allowing them to make smarter revenue growth strategies faster.”

Ntooitive’s N2TV and multichannel capabilities are now available to all clients. Ntooitive provides access to connected TV inventory through The Trade Desk and other video partners.

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The Trade Desk Partners with Samba TV to Unify Digital and TV Media Strategies for the World’s Largest Advertisers

The Trade Desk Partners with Samba TV to Unify Digital and TV Media Strategies for the World’s Largest Advertisers

Marketers Gain Access to TV Commercial Data to Optimize Ad Campaigns Across Devices

The Trade Desk announced that it has selected Samba TV, a leader in global TV data and analytics, to help power The Trade Desk’s Planner, a cross-device advertising planning tool for digital and Connected TV campaigns.

This partnership helps marketers forecast cross-device reach and frequency across campaigns that span TV and digital, and also segments audiences that switch viewership from traditional TV to streaming video and other digital media. In doing so, the combined offering from Samba TV and The Trade Desk will allow marketers to maximize campaign reach and ROI by integrating planning, targeting, and measurement across all screens and devices. At the same time, advertisers will have the ability to build plans modeled by how often an ad is served to consumers, optimizing relevance and frequency.

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Samba TV’s commercial exposure data will be exclusively available on The Trade Desk’s Planner tool, which is available to over 46,000 advertisers. This data will be leveraged by advertisers as an integrated part of The Trade Desk’s advanced audience modeling capabilities which projects to 80 million households in the United States.

“Incorporating Samba TV’s rich insights directly into our Planner tool streamlines omnichannel media buys for our clients,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk. “We can now identify opportunities for incremental reach, frequency, and GRPs to optimize both linear and digital TV buying.”

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“Making TV audiences more measurable and accessible are core tenets of Samba’s mission and with The Trade Desk we know that thousands of brands will design media plans within the platform they depend on to activate billions of impressions every day,” said Ashwin Navin, CEO, and co-founder of Samba TV. “This integration is a natural extension of the work we have done with The Trade Desk for the last several years, allowing us to reach TV audiences at census-level scale utilizing the largest and most representative TV data set at the core.”

“Integrating Samba’s advanced TV audiences into The Trade Desk platform will allow us to plan and activate in real-time and thus drive efficiency and performance for our clients in the US as well as abroad,” said Steve Katelman, EVP Global Strategic Partnerships at Omnicom.

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Throtle Successfully Integrates with The Trade Desk’s Unified ID Solution

Throtle Successfully Integrates with The Trade Desk’s Unified ID Solution

Throtle, a leading identity-based data onboarder, has successfully integrated with The Trade Desk’s unified ID solution. This integration aims to improve user match rates across the digital advertising ecosystem.

“We are thrilled that Throtle has joined us in this industrywide initiative to solve a very fixable problem in our ecosystem. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet. In addition, the unified ID solution allows for stronger match rates across all parties involved.

“At Throtle, our focus from day one has always been around data accuracy and transparency,” said Paul Chachko, CEO at Throtle. “By integrating with The Trade Desk’s unified ID solution, it is continually pushing our focus of helping advertisers more accurately get in front of addressable audience while increasing overall reach.”

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“The cookie universe has been searching for a way to improve the sync process, and the unified ID solution has proven itself as one of those critical tools to change that process,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled that Throtle has joined us in this industrywide initiative to solve a very fixable problem in our ecosystem. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

Throtle is a 2nd generation data onboarding company focused on deterministic matching, identity resolution, and closed loop enablement, powering brands’ omnichannel marketing efforts. Our data centric onboarding approach provides the highest level of accuracy, cross-device reach, and transparency.

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The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific.

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Extreme Reach Taps Addressable TV Expert James Shears to Spearhead Growth of Advanced Advertising Services in its Proprietary Platform, AdBridge

Extreme Reach Taps Addressable TV Expert James Shears to Spearhead Growth of Advanced Advertising Services in its Proprietary Platform, AdBridge

Extreme Reach announced that James Shears, former General Manager of The Trade Desk’s Advanced TV practice, has joined the company in the role of VP, Advanced Advertising. A recognized expert in the emerging programmatic TV space, James brings to the company a wealth of knowledge and industry relationships that will accelerate Extreme Reach’s growth in the market. He rounds out the leadership team reporting to Chief Revenue Officer Matt Timothy, that supports AdBridgeTM, the company’s complete creative asset management solution for the ad industry.

James most recently led sales and partnerships at Sorenson Media as EVP of Advanced Media. Prior to that, he was GM, Advanced TV at The Trade Desk where he played a critical role in company’s foray into TV. His experience also includes leadership positions at Scripps, TVGN and DISH Network, where he launched the first impression-by-impression platform for linear addressable television.

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“With its ability to offer more relevant advertising to audiences, addressable television is rapidly gaining favor with advertisers and viewers alike. As the format continues to grow, both in popularity and as a share of total video advertising minutes served, James is exactly the professional who can establish Extreme Reach as a dominant player in the medium,” said Matt Timothy, Chief Revenue Officer at Extreme Reach.

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“Addressable advertising is projected to grow exponentially in the next few years as advertisers and brands increasingly recognize the value of the medium’s unique targeting capabilities across all platforms and devices,” said Shears. “I’m excited to join a company with such an established presence in digital and TV advertising. AdBridge is the only platform in the video ecosystem designed to help brands move and manage creative assets for campaigns on every screen. The technology and the team are what drew me to ER and I look forward to the great work we’ll do together to pioneer new and exciting offerings.”

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Tapad Integrates The Trade Desk’s Unified ID Solution Into Its Global Identity Resolution Platform

Tapad Integrates The Trade Desk’s Unified ID Solution Into Its Global Identity Resolution Platform

Leading Global Marketing Technology Company, Tapad, Adopts the Trade Desk’s Streamlined Cookie ID into Its Identity Resolution Solutions to Increase Global Cookie Coverage Across the Internet

Global marketing technology company, Tapad, has partnered with The Trade Desk to onboard The Trade Desk’s unified ID solution into its digital identity driven solutions.

The Trade Desk’s unified ID solution is free for all parties spanning the digital advertising supply chain, including SSPs, DSPs, DMPs and data providers. With leading players onboarding the unified ID solution, such as Tapad, streamlined cookie syncs make ad viewing experiences better for consumers, increase match rates for all parties, and expand cookie coverage on a global-scale.

Adoption of The Trade Desk’s global cookie footprint enables Tapad customers to benefit from greater precision and potentially higher performing digital marketing campaigns.

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“Digital identity resolution is key to improving digital marketing campaigns. Supporting The Trade Desk’s unified ID solution, in conjunction with our cross-device and identity resolution offerings, helps us and the entire open ecosystem,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. “It simplifies cookie syncing, and increases match rates among our partners; enabling our customers to improve marketing campaign performance.”

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“Identity is critical in the ecosystem and as a long-standing leader in the space, Tapad has shown a strong commitment to building digital identity resolution solutions that help marketers launch more effective campaigns on a global scale,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled for their participation and look forward to solving the digital identity narrative across the industry through this partnership. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.”

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The Trade Desk Opens Doors for Global Advertisers to Reach Audiences in China

Programmatic Platform Allows Multinational Brands to Drive Growth in China

In response to global marketers’ focus on China as a key growth market, advertising technology leader The Trade Desk has officially launched its programmatic ad buying platform in China.

“The platform’s data-driven insights help inform strategy and allow our team in New York to plan, buy, and execute for our global brand clients around the world – including reaching audiences in China.”

Since the beta launch late last year, The Trade Desk has delivered multi-channel campaigns reaching audiences in China for brands in multiple sectors, including hospitality, luxury retail, education, food and beverage, biotech, and more.

The Trade Desk’s programmatic offering allows marketers to reach millions of connected consumers in China by providing:

  • the ability to use their first-party data within The Trade Desk’s trusted platform
  • partnerships with China’s premium media companies, including Baidu Exchange Services, iQIYI, Tencent Marketing Solution, and Youku
  • integrations with leading data, brand safety and anti-fraud partners to ensure their campaigns’ reach, scale, and performance.

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With 20 percent of the world’s internet users residing in China, and over 400 million people among its growing middle class, China presents a huge opportunity for global brands looking to grow their customer base. According to a commissioned study conducted by Forrester Consulting on behalf of The Trade Desk, 92 percent of global marketers believe China is a significant growth opportunity for their business.

Finding a trusted, global programmatic partner is also crucial for brands. Three quarters of marketers surveyed believe that it is critical or very important to work with an independent ad-buying partner in China. The Trade Desk’s independence, buy-side-only focus, global reach and ongoing commitment to trust and transparency make it a clear choice for global advertisers.

“The Trade Desk’s independence, objectivity, and global reach were important reasons we partnered with them,” said Benson Ho, Chief Data Strategy Officer, Tencent Marketing Solution. “Our audience, scale, and insights, combined with the transparency, reach, and control offered by The Trade Desk’s platform ensures that innovative marketers can understand and engage with consumers in China throughout their entire journey. We value our partnership with The Trade Desk and the benefits it will provide both of our companies as well as brands around the world for years to come.”

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“We believe so much in the opportunity in China and are excited to work with our clients and partners to bring it to life,” said Jeff Green, CEO and Founder, The Trade Desk. “We have made a significant investment in the country over the past few years and are confident in our ability to be the trusted programmatic partner to help multinational brands grow in China and around the world.”

“The Trade Desk enabled us to consolidate our client’s global marketing initiatives onto one platform, giving us control over a complex and fragmented media landscape across markets, devices, and channels,” said Ivelise Grazziana, Managing Director, Neo US “The platform’s data-driven insights help inform strategy and allow our team in New York to plan, buy, and execute for our global brand clients around the world – including reaching audiences in China.”

“Working on behalf of global brands, we are able to leverage The Trade Desk’s platform to cost-effectively engage with business audiences in multiple markets, including China,” noted Krish Sailam, SVP, Global Programmatic Services at DWA, a Merkle company. “Utilizing a single platform allows us to successfully execute a global, multi-channel campaign and to consolidate campaign management and insights reporting.”

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The Trade Desk Welcomes Lise Buyer to Its Board of Directors

The Trade Desk Welcomes Lise Buyer to Its Board of Directors

Global advertising technology leader The Trade Desk is pleased to announce that Lise Buyer has joined its board of directors. Buyer is the founder and has been the Managing Partner since 2006 of the Class V Group, a consulting firm that advises companies on successful initial public offerings and other market strategies. Buyer advised The Trade Desk prior to its IPO in September 2016.

“I look forward to working with the company’s leadership team in continuing the company’s rocketing success.”

Previously, Buyer was the Director of Business Optimization for Google, where she was one of the chief architects of the company’s IPO. Prior to Google, she had an extensive career in the investment industry, including years as an institutional investor, an equity research analyst and as a venture capitalist. Through early 2000, at Credit Suisse First Boston, Buyer was Director of the Internet/New Media research practice. For the previous six years, Ms. Buyer was an institutional investor at T. Rowe Price Associates, responsible for the firm’s investments in desktop technology. She began her career on Wall Street as an analyst of both the technology and entertainment industries.

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Ms. Buyer served on the board of directors for the publicly traded Greenfield Online Inc., an online survey company, until it was acquired by Microsoft.

“I am excited to have Lise join our board of directors,” said Jeff Green, Founder and CEO of The Trade Desk. “Lise knows the management team, board and The Trade Desk very well from her consulting experience with us. Her grasp of the internet, media and entertainment markets coupled with her impressive background in the investment industry will further enhance our board’s strength and expertise.”

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“With its visionary leadership and leading technology solutions and service, The Trade Desk is in a strong and compelling position to prosper as the world moves to programmatic. I am pleased to join as a member of The Trade Desk board of directors,” said Buyer. “I look forward to working with the company’s leadership team in continuing the company’s rocketing success.”

Ms. Buyer holds a B.A. from Wellesley College and an M.B.A. from the Owen Graduate School of Management at Vanderbilt University. She is a past Trustee of the Nichols School, prior member of the TED Braintrust and a former Fellow of the Davos World Economic Forum.

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Dstillery Announces Audience Studio to Help Agencies Create, Explore, and Activate Custom Audiences

Dstillery Announces Audience Studio to Help Agencies Create, Explore, and Activate Custom Audiences

Dstillery, the leading applied data science company serving the marketing & advertising industry, announced Audience Studio, a platform that helps agencies create, explore, and activate custom audiences. The launch comes after a private beta test with leading agencies.

 The rise of digital media has introduced efficiency and a wide variety of data options to the advertising industry, yet 73% of agencies and marketers feel that getting better insights from data is still a challenge in programmatic advertising. Audience Studio solves this problem by giving agencies simple to understand — and occasionally unexpected  — insights about a brand’s customers and prospects. 

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“Audience Studio has been developed to help agencies make sense of overwhelming amounts of data and turn it into actionable insights for their clients,” said Taejin In, VP of Product Management at Dstillery. “With this product, media planners and traders will be able explore the various dimensions of their target audience and create insights-driven audience strategies for their brand clients.”

 In Audience Studio, users can also onboard first-party and third-party data to create custom audiences, explore physical and behavioral attributes, and activate in Dstillery’s DSP or the agency’s preferred DSP.

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Key benefits include:

●      Clear insights to drive data-driven planning and mid-campaign optimizations

●      Better understanding of current and potential customers through behavioral, physical, and demographic attributes

●      Limitless custom audience creation capabilities to match precise targeting criteria

●      Quicker media activation of custom audiences with leading technology partner platforms such as Adobe, AppNexus, LiveRamp, Tremor Video DSP, and The Trade Desk

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PubMatic Adopts The Trade Desk’s Unified ID Solution

native and programmatic, B2B commerce, brand safety

Independent advertising technology platform PubMatic formally announced that it has integrated The Trade Desk’s unified ID solution onto its sell-side platform. Together, these two programmatic advertising leaders aim to improve the impact and effectiveness of addressable audience reach. This is made possible by The Trade Desk offering its extensive, global cookie footprint at no cost to the digital advertising industry at large.

Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet. In addition, the unified ID solution allows for much stronger match rates across all parties involved.

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The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV.

“The size and scale of the open Internet makes tools like The Trade Desk’s unified ID solution necessary for more effective marketing at a global scale,” said Amar Goel, Founder and Chief Growth Officer, PubMatic. “The supply-side will play a crucial role in increasing adoption, and identity resolution is a win-win for our entire industry to drive higher yield for publishers, improve the independent internet and challenge the walled gardens.”

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“PubMatic is a leader in the programmatic supply landscape and we are thrilled that they were early implementers of the unified ID solution,” said Brian Stempeck, Chief Client Officer, The Trade Desk. “We decided to launch this initiative as a way to offer our industry a simple, free solution to a very solvable problem that improves the open internet. Widespread adoption of the unified ID solution helps digital advertising become even more effective.”

Currently, PubMatic is a publisher-focused sell-side platform for an open digital media future. Featuring leading omni-channel revenue automation technology for publishers and enterprise-grade programmatic tools for media buyers, PubMatic’s publisher-first approach enables advertisers to access premium inventory at scale. Processing over 12 trillion advertiser bids per month, PubMatic has created a global infrastructure to drive publisher monetization and control over their ad inventory.

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Index Exchange Sees Immediate Lift for Publishers after Implementing the Trade Desk’s Unified ID Solution

Index Exchange Sees Immediate Lift for Publishers after Implementing the Trade Desk’s Unified ID Solution

Global advertising marketplace, Index Exchange, is the first supply-side platform (SSP) to share the compelling results from its integration with The Trade Desk’s unified ID solution. The Trade Desk  is offering its extensive, global cookie footprint at no cost to the digital advertising industry at large. The partnership between these two independent leaders in programmatic advertising allows marketers and publishers to improve effectiveness by increasing addressable audience reach.

Since adopting the unified ID solution, Index Exchange’s marketplace has seen significant lift in user coverage, or match rates. Index Exchange has seen match rates reach 99 percent, resulting in better audience reach for advertisers and more yield for publishers.

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“We are committed to developing new approaches that deliver meaningful results for publishers, buyers, and consumers. We’re excited to partner with The Trade Desk on unified ID, as it raises the entire ad tech industry to a higher standard by improving the efficiency of cookie-based user syncing across the internet,” said Andrew Casale, President and CEO, Index Exchange. “Providing their global cookie footprint at no cost benefits our entire ecosystem, allowing for greater audience addressability as well as faster web pages.”

Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s enormous cookie footprint to increase their own cookie coverage across the independent internet. Additionally, companies have also signed up to receive the unified ID solution from the Index Exchange Header Tag Wrapper. These companies, many of which are seeing significant match rate lift, can ingest the ID into their marketplaces and distribute it to partners, including DSPs.

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“The fact that Index Exchange has already seen higher match rates from their implementation of the unified ID solution validates our decision to offer our cookie footprint at no cost,” added Jeff Green, CEO and Founder of The Trade Desk. “We’re excited to see similar results as adoption builds and the solution gains momentum, strengthening the industry at large.”

The unified ID solution is one of a handful of identity solutions that allows industry players to speak the same language when it comes to cookie IDs. As others in the industry adopt universal cookie IDs, the efficiency and effectiveness of digital advertising will continue to improve. Both Index Exchange and The Trade Desk are also working closely with other ID solutions like the Advertising ID Consortium to continue to improve the digital advertising ecosystem.

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Albert Names Mark Kirschner, Former CMO of eBay Enterprise, The Trade Desk and Rakuten, Its New Chief Marketing Officer

Albert Names Mark Kirschner, Former CMO of eBay Enterprise, The Trade Desk and Rakuten, Its New Chief Marketing Officer

E-commerce, MarTech and AdTech Veteran Joins the Artificial Intelligence Company to Scale Growth; Drive Enterprise and Agency Adoption

Albert Technologies, the world’s first and only fully autonomous AI-as-a-service platform for marketers, announced Mark Kirschner its new Chief Marketing Officer (CMO). Kirschner joins Albert after serving as CMO of eBay Enterprise and The Trade Desk, and Vice CMO of Global Marketing at Rakuten, an $18 Billion global ecommerce marketplace based in Tokyo. As CMO, Kirschner will focus on building and refining Albert’s global marketing infrastructure, driving adoption across global consumer brands and expanding the company’s growing partnership program.

Kirschner has spent the last two decades carving out a reputation for building and scaling marketing and product programs for rapid-growth start-ups, as well as new ventures within global corporations. His work has been widely recognized domestically and internationally. In 2015, while working for eBay Enterprise, he was named one of the “100 Most Innovative CMOs in the World.” In 2016, he was instrumental to what was widely lauded as the most successful adtech IPO of 2016, having designed and executed the communications plan around The Trade Desk’s IPO. In 2010, Kirschner was the first employee from an acquisition to be made an executive officer at the 10,000-person ecommerce company Rakuten in Tokyo, where he handled consumer and merchant marketing for marketplaces in 14 countries.

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Kirschner now joins Albert Technologies, two years after the 2016 US launch of its autonomous AI technology Albert and its 2015 IPO on the London Stock Exchange’s AIM market. Albert now manages cross channel orchestration of paid search, social and programmatic campaigns for some of the world’s leading brands, evolving them and discovering opportunities as it does so. As Albert continues to gain traction with enterprise-level retail, financial services, travel and FMCG brands—and expands its relationships with agencies and partners—Kirschner will evolve its go-to-market strategy for an evolving client base.

“Mark will play a pivotal role in our growth as we increase our level of engagements with large global brands and partners,” said Or Shani, CEO and Founder of Albert. “His experience and expertise make him an ideal fit for our leadership team, and I am confident he will make an immediate impact. We are thrilled to welcome him to the Albert team.”

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“AI transformation is a huge opportunity for consumer marketers. Brands and their agencies are discovering that AI can create enormous benefits for digital teams that are held back by lack of resources, data overload or overly complex tech stacks,” said Kirschner. “AI is no longer for super early adopters. Today, our clients are using it to deliver results in the complex cross-channel digital landscape, creating individualized customer experiences at a pace and scale that only a machine can manage. There’s no reason for marketers to spend so much time manually crunching data or trying to anticipate consumer journeys when AI can empower them with the capability to execute their vision across an entire paid campaign in real time.”

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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.

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IAB Tech Lab Launches Phase Two of OpenRTB 3.0 Public Comment, Releasing Tech Specifications & Kicking-Off Beta Tests

IAB Tech Lab Launches Phase Two of OpenRTB 3.0 Public Comment, Releasing Tech Specifications & Kicking-off Beta Tests

Also Releases ads.cert, AdCOM & Ad Management API Tech Specs for Use with OpenRTB

The IAB Technology Laboratory released for public comment tech specifications for OpenRTB 3.0, built upon the framework released last September, as the second step in its introduction to the ecosystem. New specifications designed to support OpenRTB are also being made available for public comment – ads.cert, AdCOM, and the Ad Management API – all designed to promote healthy growth of the digital advertising programmatic marketplace.

“The enhanced security and fraud reduction made possible by these new specs will make a difference in the confidence of buyers in programmatic ecosystems”

The combined use of the proposed OpenRTB 3.0 tech spec in conjunction with ads.cert AdCOM, and the Ad Management API will improve security and support new use cases in OpenRTB on both the buy and sell sides, ultimately facilitating a better consumer experience.

In addition to being made available for industry-wide comment, all of the specs will be beta tested by at least two buyers and two sellers to ensure rigorous assessment of their applications in real-world scenarios.

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The three new specs to be used alongside OpenRTB introduce a range of benefits for SSPs, DSPs, exchanges, buyers, sellers, publishers, and advertisers:

  • ads.cert: proposal to cryptographically sign bid requests to indicate the authenticity of premium inventory (e.g. video) that is available through authorized sellers listed in ads.txt files
  • AdCOM (Advertising Common Object Model): a new, modular approach to describe the advertising objects to be transacted in OpenRTB or other transactional specifications
  • Ad Management API: streamlines creative approval process through standardization of API connections, which supports greater transparency to inform decisions about ad quality

Beyond the comment period, beta testing for ads.cert will be conducted by Sharethrough, SpotX, The Trade Desk, and Rakuten, while the Ad Management API will be tested by Sharethrough and Centro. OpenRTB 3.0, in combination with the three supportive specs, will be tested by SpotX, Oath, and Rakuten. Testers will be looking for performance results and developing a path forward for future industry adoption.

“OpenRTB 3.0 represents a ground-up reworking of specifications central to the future of automated buying and selling,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “We are confident that OpenRTB 3.0, ads.cert, AdCOM, and the Ad Management API will resolve security, extensibility, and usability concerns, and we look forward to the results of the comment period and beta testing, so that we can ensure the final specifications meet the needs of buyers and sellers.”

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“The enhanced security and fraud reduction made possible by these new specs will make a difference in the confidence of buyers in programmatic ecosystems,” said Dr. Neal Richter, CTO, Rakuten Marketing. “Moreover, the combination of OpenRTB 3.0, ads.txt, ads.cert, and the GDPR specs enable a safe, secure inventory supply chain with clear user consent.”

“OpenRTB v3.0 and its built-for-reuse counterpart AdCOM v1.0 set a new standard for managing the growing complexity of our industry,” said Dr. Jim Butler, CTO of Global Supply Platforms, Oath. “Along with the launch of ads.cert and the Ad Management API, this interoperable platform of OpenMedia specifications will enable new levels of quality, security, and buying efficiency across programmatic supply chains.”

The specifications will have a 60-day public comment period, running through September 24, 2018. Beta testing by the IAB Tech Lab OpenRTB Working Group will be ongoing. Industry members are encouraged to actively participate throughout the beta period, and to get involved with the OpenRTB Working Group. The group will evaluate and incorporate the feedback received, as well as real world insights from beta testing, to produce final specs that will be ready for full industry adoption by the end of the year.

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