Ogury and The Trade Desk Partner To Offer Programmatic Mobile Advertising
Ogury and has announced a direct integration with The Trade Desk, both being leaders in advertising globally. Through this integration, media buyers can now have access to Ogury’s high-performance, privacy-protected mobile advertising capabilities.
This direct collaboration will enable agencies to create Programmatic Guaranteed campaigns, leveraging Ogury’s curated inventory, data targeting capabilities, and global presence to run ads more effectively, in accordance with an industry-wide trend toward Supply Path Optimisation.
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Thomas Pasquet, CEO, Ogury said –
“We’re glad to work more closely with The Trade Desk, one of the world’s leading DSPs. Programmatic buying represents an important part of our revenue. With this direct integration we’re simplifying the life of media buyers, allowing them to easily get access to our unique solution based on quality inventory and relevant targeting, with user privacy in mind.”
In this collaboration, The Trade Desk can take advantage of Ogury’s following integrated solutions:
- Expanded reach across mobile settings, with inventory available in both apps and on the mobile web.
- Brand-protection tools, such as pre-bid fraud prevention.
- Personified Targeting, which is not dependent on cookies or IDs, leverages proprietary data to target custom-defined, qualified leads at large.
- Direct access to Ogury’s partner inventory, with the purpose of lowering campaign costs.
- Ad placement via a portfolio of completely on-screen formats that show all of the ad’s pixels for the duration of the ad’s exposure period.
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While Ogury transactions have been accessible on The Trade Desk for some years, this new direct integration enables media buyers to quickly activate new types of partnerships like Programmatic Guaranteed.
Media buyers may now use a variety of buying strategies to obtain Ogury’s data-enriched impressions. Similarly, publishers in Ogury’s ecosystem gain from increased demand for their advertising inventory, which The Trade Desk’s brand and agency clients provide.
Also Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
Outbrain Launches New Native Advertising Header Bidding Capability
Outbrain, a recommendation platform, has announced the global launch of a new Native Advertising Header Bidding technology, which allows Outbrain to serve advertising on any ad placement, enabling media partners to enhance their monetization strategy.
Outbrain Native Ads are served via Native Header Bidding, which allows the Outbrain advertising network to programmatically bid into display and video ad units.
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According to the company, this strategic shift is intended to assist Outbrain media partners to optimize income from standard ad units while also giving Outbrain advertisers additional possibilities to broadcast their advertising and engage customers with Outbrain Native Ads.
Outbrain joins the Header Bidding market by harnessing its extensive integration with media partners, which gives unparalleled access to contextual performance and behavioral interest signals, allowing for more efficient bidding. As a consequence, consumers will have a more personalized and relevant ad experience, while advertisers will achieve optimum success.
Interesting Read: At $1.25B Valuation For News Link Recommendations, Outbrain Raises $160M
Ayal Steiner, Outbrain VP of Advertising said –
“Up until now, Outbrain ads were only shown in our recommendation feed but with Native Header Bidding, we now show ads also on display and video ad placements.”
Steiner added –
“The expected result is that users will experience more relevant ads served through native ad experiences that are much more user friendly, and Outbrain advertisers will benefit from more ad inventory which creates new opportunities to engage potential customers on the open web.”
Also Read: Samsung Ads Enables First Party-Data For Smart TV Ad Campaigns
MMPWW Establishes Exclusive Partnership With DynAdmic
Starting January 1, 2022, MMP WorldWide (MMPWW) has announced an exclusive partnership with DynAdmic, a precision reach platform, to create better efficiency and uniformity in video campaigns throughout the Middle East and North Africa (MENA), and North American markets; and drive “the ad tech industry towards excellence.”
DynAdmic selects digital video ad inventory from the world’s most popular websites based on smart targeting, brand safety, and fraud protection, as well as campaign success analytics.
DynAdmic’s patented technology employs audio recognition and AI semantic analysis to enable media agencies and direct advertisers to target qualified and relevant audiences based on their real-time preferences using contextual modeling.
Interesting News: MMPWW Enters In An Exclusive Tech Partnership With Aqilliz In MENA
CO-Founder of DynAdmic, Celine Gauthier-Darnis commented on this agreement –
We see the value in partnering with MMP to scale both our businesses and benefit brands in the Middle East. Through the use of our proprietary and futuristic technology, supported by our ambition to put brand safety and fraud eradication at the very heart of our offers, we expect to set a new benchmark in the region based on our successes in EU, US, LATAM and APAC.
MMPWW is renowned throughout EMEA and APAC for its innovative approach to ad tech, providing full-funnel targeting and precision marketing solutions to help clients reach and engage their consumers in real-time.
Nader Bitar, Managing Director of MMPWW said that in the wake of approaching a cookieless ecosystem, the company had been running a discourse about “return of contextual”. He added –
By partnering with DynAdmic and bringing their products to the region, we will be able to take video measurement to the next level, allowing our clients to understand the effectiveness of their campaigns in real-time with full transparency on the delivery.
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Criteo Plans to Acquire IPONWEB In a Striking $380M Deal!
Criteo announced its intentions to acquire IPONWEB for $380 million yesterday, a move that might be essential to the company’s planned shift away from ad retargeting and into retail media.
The deal is expected to close by the end of the first quarter of 2022, subject to regulatory clearances, and will likely consist of $305 million in cash and the rest in Criteo shares.
Criteo’s CEO Megan Clarken called the agreement a pivotal moment in Criteo’s transition as the company wants to drive sustainable development and, more crucially, “revenue diversification” with the acquisition, which comes soon after the company’s purchase of Mabaya in May. In the press release, Clarken said –
Criteo’s customers would benefit from enhanced full-funnel capabilities with even more flexible self-service tools while continuing to leverage Criteo’s unique commerce data for targeting, measurement, and superior outcomes.
Criteo is one of the most well-known names in digital advertising as a publicly listed firm with a market valuation easily above $2 billion. Criteo’s need to migrate away from a past dependence on third-party cookies to power its main ad retargeting business is a familiar one, with the company’s stock price plummeting anytime Apple or Google impose new ad targeting limits on their platforms.
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Criteo and IPONWEB: What’s The Deal?
By integrating IPONWEB’s well-established DSP and SSP technology, Criteo advances its Commerce Media Platform ambition and delivers better control to its enterprise marketers – and their agency partners.
The agreement also extends revenue potential for media owners and provides important first-party data management services throughout the network. Criteo, in collaboration with IPONWEB, will establish itself as the open internet’s preferred commerce media partner in the post-third-party cookie and identifier era.
IPONWEB’s open technology and ethos are ideally matched with Criteo’s mission to promote a fair and open internet where technology empowers consumers, advertisers, and media owners to discover, innovate, and choose.
Both firms have a deep technical culture that allows them to develop and tackle hard challenges at scale. They are also global with European origins, with privacy-conscious, sophisticated datasets and AI at their core.
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Furthermore, Criteo will soon have access to the whole suite of IPONWEB services, including BidSwitch, BidCore, and The MediaGrid, all of which are expected to generate additional revenue.
Criteo will have a product in BidSwitch, a marketplace that facilitates trades between more than 100 demand-side and sell-side ad tech providers, that will assist expand the addressable market for its first-party data offering. This will make “first-party data activation, interoperability, and measurement more seamless in the post-third-party cookie world,” according to the business.
In summary, the IPONWEB ad stack will provide Criteo with a full array of ad tech capabilities, allowing it to curate deals in a way that is less dependent on the soon-to-be-extinct third-party cookie.
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US and India-Based ZEDO’s Assets Acquired By Discovery
The assets, technology, and intellectual property of ZEDO, an advertising technology business established in both the United States and India, have been procured by the factual entertainment behemoth Discovery. The acquisition will integrate ZEDO’s technology in-house, allowing Discovery’s ad solutions to innovate more quickly.
This transaction adds significant ad technology platform functionalities to Discovery’s worldwide direct-to-consumer (DTC) platforms, such as a Supply-Side Platform (SSP) and Real-Time Bidding (RTB), which enhances user engagement and boosts monetization. Employees from ZEDO in India and the United States will be onboarded as part of the acquisition.
Sudheer Sirivara, EVP, DTC – Global Technology, Discovery Inc. said –
“We are excited to welcome the ZEDO team to the rapidly growing technology presence in our India Development Center, which is a strategic priority for us to build talent and expertise across the country to help scale globally.”
Sirivara also added that combining ZEDO’s expertise with their global direct-to-consumer platform, this arrangement will bring the Discovery and ZEDO teams together to improve the entire consumer ad experience and help promote new innovation.
Roy de Souza, CEO, and Co-Founder, ZEDO also commented –
“With the acquisition of ZEDO’s assets, Discovery will have its own proprietary Real Time Bidding (RTB) platform and SSP to sell advertising programmatically. Discovery’s advertisers will soon have one place to buy advertising on a high-quality set of streaming platforms and reach Discovery’s vast global audiences.”
Discovery’s acquisition of ZEDO’s assets follows the acquisition of AdSparx’s assets in 2020, which added Server-Side-Ad-Insertion (SSAI) capacity to its worldwide tech platform. The integration of ZEDO’s technology with Discovery’s SSAI and global video platform will provide customers throughout the world with unrivaled video and ad experiences.
Buzzfeed Integrates Yahoo’s Alternative To Third-Party Cookies
The second phase of Yahoo and BuzzFeed’s strategic relationship was unveiled recently. This phase focuses on expanding addressable audience pools, which will provide advertisers with the scale they need as the usage of third-party cookies decreases, resulting in more programmatic advertising revenue.
Advertisers that use Yahoo’s supply-side platform will get priority access to BuzzFeed’s network of sites, which includes BuzzFeed News, Tasty, HuffPost, and others.
According to Iván Markman, Yahoo’s chief business officer, BuzzFeed will integrate Yahoo’s identity tech products, ConnectID, and Next-Gen Solutions, combining its first-party data with Yahoo’s to generate an addressable audience of over 148 million individuals.
Markman added –
“We need to have solutions for publishers with first-party data and those without first-party data. And because we treasure our consumers, in order to do that we need to have a community garden, as opposed to a walled garden, where we partner with like-minded publishers to help all of us grow.”
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
The agreement will assist both publishers to expand their advertising and data functionality, as well as boost audience scale, ahead of the looming deprecation of third-party cookies.
According to Ken Blom, SVP of ad strategy and partnerships at BuzzFeed, by giving preferential programmatic access to advertisers leveraging Yahoo’s SSP, BuzzFeed intends to enhance demand for its inventory and create greater ad revenues.
Preferred access allows BuzzFeed to establish arrangements with advertisers that use the platform ahead of time, such as ensuring them access to certain audience groups. This ensures that advertisers achieve their goals at scale, while BuzzFeed has access to the most diverse demand conceivable.
Also Read: Quick Guide: Top Programmatic Trends To Keep An Eye On In 2021
Warner Music Rolls Out First-Party Media Platform Named WMX
Warner Music Group (WMG) has launched a rebranded agency and ad tech company to focus on musicians and brands looking to connect with their fans.
WMX is the name of the new company. On the one hand, WMX offers musicians a revenue toolbox through its music industry and lifestyle publications such as Uproxx, HipHopDX, and concert finding service Songkick.
The second side of WMX is a direct ad sales company that bundles inventory and data from WMG’s owned-and-operated websites as well as other platforms where artists produce inventory and WMX may arrange ad sales and rev-share agreements, such as YouTube, Spotify, and TikTok.
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At the center of the new WMX service is a product called CONNEX, where marketers can develop a first-party asset within the Warner platform. If a brand shows up with its own first-party customer data, some customers will match to WMG’s identity data set, and the matched IDs can be used for targeting or measuring a campaign.
If a brand campaign includes sponsored content on YouTube, WMX may also collect new fans or logged-in users who’ve engaged with the brand via that sponsorship.
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The Trade Desk & Lifesight Partnership: What It Means For Indian Marketers!
A pioneering partnership in the industry, The Trade Desk has announced its collaboration with Lifesight, a renowned customer intelligence company that specializes in location-based measurement.
This industry-first partnership will give Indian marketers a better understanding of the impact of their online advertising campaigns on store visits and the capacity to maximize campaigns.
Tejinder Gill, the General Manager of The Trade Desk in India talked about this move. According to him, with the Christmas season approaching, the economic activity in India is heating up – and marketers should use lessons learned from the pandemic to improve the effectiveness and efficiency of their marketing to customers. He further added –
“Our partnership with Lifesight provides brands the opportunity to prove the connection between their campaign activities and real-world business results.”
Interesting Read: Trade Desk Partners With Samsung Ads For Programmatic CTV
What does this partnership mean?
Through Trade Desk’s functionalities, marketers can track how their digital campaigns are driving in-store visits, in addition to typical online campaign analytics like views and clicks.
Now, marketers can optimize campaigns on the go and utilize campaign insights to advise spend allocation and design media plans that produce better business results. All this by integrating Lifesight’s in-flight location data insights.
This announcement comes as Indian marketers increasingly recognize the advantages of data-driven and cross-channel advertising strategies. Brands may use The Trade Desk to track and evaluate the effectiveness of their campaigns across various open internet channels, including connected TV (CTV), over-the-top (OTT), audio streaming, and online and mobile apps.
Tobin Thomas, CEO of Lifesight said –
“This partnership marks the first time that Lifesight’s footfall measurement solution has directly integrated within a programmatic buying platform in India. Together with The Trade Desk, we are advancing the measurement capabilities for marketers in India.”
Also Read: Quick Guide: Top Programmatic Trends To Keep An Eye On In 2021
Project Agora And Exit Bee Join Hands To Reimagine Advertising In MEA
With “Exit Ads,” Project Agora and Exit Bee have formed an unparalleled agreement to bring “micro moment” advertising to the MEA region. The format uses behavioral technology to detect when users are growing distracted, providing advertisers and publishers with distinct advantages.
Project Agora and Exit Bee: A Revolutionary Partnership
This exclusive partnership between Exist Bee and Project Agora is in itself a huge step in reimagining advertising in MEA. How?
Well, on one hand, we have Exit Bee which leverages pattern recognition and machine learning to recognize when users are disengaging from a website’s content and send a contextually suitable ad to re-engage them.
Outcome?
Exit Ads are served only when a person has disengaged from the content and is quitting the website, and they do not distract interested users.
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
Now, on the other hand, we have Project Agora. Project Agora’s digital competence, agency connections, and direct integrations with over 400+ quality local publishers have cemented the company’s position throughout the Middle East and Africa.
Outcome?
By bringing Exit Bee’s ‘micro moment’ advertising, not only with Project Agora reinvent advertising in the region; but also produce impressive outcomes for brands and advertisers.
Join your hands together, and voila! – you now have Exit Ads that will establish a new, upscale advertising space that can offer tens of times the performance of traditional display ads.
Dimitris Tsoukalas, Regional Director MEA for Project Agora said that they were thrilled about this partnership with Exit Bees. He added –
“Their ( Exit Bee) pattern recognition and machine learning technology is a gamechanger: it analyzes users’ behaviour in order to identify the “exit” or “in-between” moments. Exit Ads leverage this to further enhance the monetization services we offer publishers, as well as providing another high-performing, creative ad-experience for advertisers.”
Interesting Read: TikTok MENA Newsroom: An Opportunity For The Region’s Finest Creators!
Of Advertisers And Publishers
Exit Advertisements provide advertisers with a brand-safe, sophisticated, and tailored ad experience, with 100% viewability and engagement rates 20 times greater than traditional banner ads.
Exit Ads provide publishers with a completely new monetization alternative that will minimize any disruption to engaged visitors. Exit Ads generate premium and long-term CPMs by generating high Engagement Rates. Publishers may promote content, increase subscriptions, perform surveys, and much more by re-engaging “lost” visitors.
Pretty amazing, ain’t it?
Pavlov Linos, CEO of Exit Bee went on record to say –
“Combining our premium offering with Project Agora’s strong relationships in the region makes us very enthusiastic for the future of this partnership and the results it will yield for local publishers and advertisers.”
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Is Apple Secretly Buying Google’s Search Advertisements?
Apple is said to be discreetly purchasing Google search advertisements for high-value apps on the App Store. Because Apple gets a 15% to 30% share of the app and in-app sales, some developers believe is affecting their revenue.
Apple is “secretly” paying Google advertisements that send consumers to an app’s App Store listing rather than the developer’s website, according to multiple app publishers who spoke to Forbes.
One source told Forbes,
“Apple is trying maximize the money they’re making by driving in-app purchases that people buy through the Apple Store. Apple has figured out that they can make more money off these developers if they push people to the App Store to purchase there versus a web flow.”
Interesting Read: Snapchat Sees a 20% Plummet In Revenue Due To Apple’s Privacy Changes!
Masterclass, HBO, Babble, Tinder, and Bundle are among the applications that have been marketed in Google searches, according to the report. The advertiser isn’t identified in the ads, but they all have essentially similar tracking data, indicating that they’re all purchased by a single business.
It’s worth mentioning that Forbes was unable to confirm that Apple was the buyer of the ad slots. Developers provided such information. It’s most likely due to the fact that the app developers didn’t pay for the advertising and that they all lead to an App Store link.
Also Read: Apple Will Now Ask Permission Before Showing Its Own Targeted Ads