Omnicom Media Group Sets Up Industry’s First Programmatic Private Marketplace
The Omnicom Media Group has launched the first programmatic private marketplace for point-of-purchase screens in the US, covering approximately 80,000 screens nationwide. Those screens are located across multiple points along with the in-store and to-the-store journey, including in-aisle cold case doors, check-out screens, entrance and open-air kiosks, EV charging stations, and gas pump screens.
Even though the pandemic of the last two years kept many people from going shopping, retailers and a host of place-based media companies have been investing millions in screens that are found in and near stores. OMG points to PWC research indicating that 48% of consumers still make purchases inside a physical store once a week and even 45% of most digitally-native consumers – Gen Z – were likely to shop in-store.
OMG’s new private marketplace went live on April 8 and includes inventory from retail vendors and networks. Companies like GSTV, Screenvwerse, Volta, Cooler Screens, Lightbox, NRS Digital Media, and Grocery TV continue to expand their network of screens, providing content and advertising to consumers. The company’s outdoor media group negotiated partnerships for OMG’s point-of-sale screen programmatic marketplace. OMG North America Chief Activation Officer Megan Pagliuca said,
“With this first-mover marketplace, we’re bringing the benefits of programmatic to the rapidly growing, highly effective and uniquely measurable environment of point-of-purchase screens. The positive impact will be seen at all stages of investment, from planning to content development to activation and measurement.”
Interesting Read: Omnicom Integrates With NBCU’s Clean Room Facility
Know the end-to-end impact
– This programmatic private marketplace enables OMG clients to have more control over which screens are next to their products in stores, rather than buying directly from the networks, which doesn’t guarantee proximity.
– OMG’s new marketplace provides its clients with a competitive advantage in leveraging the new and evolving formats being offered by retailers like Walgreens, CVS, Whole Foods, and many others.
– With the ability to reach these highly actionable consumer touchpoints programmatically, OMG clients can support the discovery of new and existing products and maximize contextual opportunities to ignite screen-level decisioning that drives incremental sales at a lower cost.
– OMG’s PMP for point-of-purchase screens will be incorporated into the inventory graph and activated within the Omni open orchestration platform that underpins all Omnicom agencies. As quoted by Digiday, Pagliuca said,
“The benefits of programmatic around measurement, targeting, ease of testing, etc., creates this massive opportunity for brands to be able to drive ROI by reaching consumers, right when they’re about to purchase and when they’re near the product in the store.”
From Last Mile to Last Aisle: Partner Perspectives
Digiday reported that the media agency network has 90-day exclusive access to programmatic inventory with Cooler Screens, 90-day “first-priority access” to Volta, and “first-priority access” to native content with Grocery TV, along with non-exclusive access to programmatic inventory from GSTV, Lightbox, NRS Digital Media, Velocity, Screenverse, and Starlite. The media partners in the deal with OMG believe they do solve some of those issues.
“The partnership between Cooler Screens and OMG provides a unique trifecta where all parties benefit,” said Cooler Screens co-founder and CEO Arsen Avakian.
“Consumers receive contextually relevant content while they are in a shopping mindset in-store, empowering them to make better decisions. Retailers are able to modernize and activate their in-store experience and increase sales. Brands now have the opportunity to connect digitally and programmatically with consumers in-store when it matters most while also being able to measure online to offline performance.”
Looking at the opportunity specifically through the grocery category lens, Grocery TV Director of Ad Partnerships Nolan Johnson said,
“We recently surveyed grocery shoppers and discovered that 95% of them are still regularly going into physical stores to get their groceries. OMG’s new marketplace provides both endemic and non-endemic brands with the opportunity to bridge the gap between online and in-person retail media and capture attention in the real world.”
President Jill Schnitt also added,
“Working with the best technology enabled place-based inventory, we have an unprecedented opportunity to prove the impact of last mile/last aisle messaging on decisioning.”
Interesting Read: InMobi And Anzu Partners To Bring Programmatic In-Game Ads To APAC Region
InMobi And Anzu Partners To Bring Programmatic In-Game Ads To APAC Region
InMobi, a leading provider of content, monetization, and marketing technologies that help businesses fuel growth has revealed a partnership with in-game advertising solution Anzu to provide its advertisers with direct access to Anzu’s global mobile programmatic inventory.
Anzu’s award-winning in-game advertising solution allows programmatic advertisers to run their banner and video ads via blended yet highly viewable IAB-compliant ad formats that sit on 3D objects like roadside billboards, stadium banners, and buildings. The ads are designed to complement the gameplay, respect gamers, and in many cases, make the gameplay experience more realistic.
The Anzu platform integrates with HUMAN for fraud detection; Comscore, Lumen, and Nielsen for brand lift measurement; and Kochava for data enrichment. Anzu and Moat have also brought in-game viewability measurement for the first time to the market, allowing InMobi’s advertisers to see in-game metrics when programmatically displaying ads in-game.
Interesting Read: Is Measurement Giant Nielsen $16Bn Buyout A Hope For Turnaround?
Reaching out to the APAC region
Anzu’s SDK will now be available to InMobi-partnered game developers, including Ubisoft, MyGames, and Sir Studios
Itamar Benedy, Co-Founder and CEO of Anzu said,
“I’m excited that this partnership with InMobi will help many more APAC advertisers experience the huge opportunity that in-game advertising presents. InMobi’s expertise and vast advertiser network, combined with their knowledge of the APAC landscape, will help supercharge our solution within this market. There are more gamers in APAC than anywhere else in the world, and our solution will help brands to reach them in a non-disruptive, brand-safe way that compliments the gaming experience.”
InMobi’s direct connections with demand-side platforms around the globe and direct supply to Anzu’s global inventory help advertisers take advantage of these ad experiences via optimized supply routes. InMobi will be able to open up an array of mobile games across a wide range of genres with Anzu’s inventory, allowing advertisers to reach players in immersive environments.InMobi will be able to offer an array of mobile games across a wide range of genres with Anzu’s inventory, allowing advertisers to reach players in immersive environments.
Kunal Nagpal, Senior Vice President and General Manager of Publisher Platform and Exchange at InMobi said,
“InMobi’s preferred in-game advertising partnership with Anzu, co-funded by the world’s largest advertising agency WPP, allows our clients to seamlessly connect with gamers through integrated, non-disruptive ads.This partnership is beneficial to all parties, with new features and the goal to drive connections between consumers and brands with Anzu’s premium technology.”
New mobile game downloads have risen by 45% from pre-pandemic levels since the Covid-19 pandemic onset. In APAC, gaming app consumption has doubled year over year, indicating a shift toward making gaming a part of everyday life. The mobile-first region is known for its strong preference for smartphone gaming with on-the-go convenience and entertainment – resulting in over 1.5 billion mobile gamers. With the rise of the metaverse and the thriving communities in the region, gaming gives marketers a clear, accessible path to the metaverse to reach their audiences effectively.
InMobi recently launched its independent mobile mediation platform, Meson, to allow publishers to control and manage their data and monetization.
Interesting Read: Walmart Connect: Walmart’s Ambitious Advertising Plans For Its Programmatic Platform
Walmart Connect: Walmart’s Ambitious Advertising Plans For Its Programmatic Platform
Retail giant Walmart plans to build out its Walmart Connect advertising platform this year and is creating multiple new channels for advertisers to engage directly with its customers.
Walmart has improved its internal advertising prowess over the past several years, with retail media becoming increasingly important. On Walmart’s earnings call, the retailer discussed its global advertising business and how Walmart Connect, its United States arm, plans to innovate this year. In the fourth quarter ended Jan. 28, Walmart’s global advertising business reached $2.1 billion and active U.S. advertisers increased by 136%.
Interesting Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!
The meaning of meaningful connections
The digital media presence is a tempting opportunity for advertisers. Big retailers have also stepped up their advertising offerings. These efforts imply an additional revenue stream derived from first-party data, as well as confidence that the retailers’ customers have more attention to spare for additional advertising.
Reach: Walmart states that 90% of American households with them in-store or online. Also, claims that more than 150 million customers shops every week. In a company blog post, Walmart Connect SVP and General Manager Rich Lehrfeld describe the connections the company is making between its customers, suppliers, and sellers.
“Our mission at Walmart Connect is to help brands and sellers meaningfully connect with these customers on their shopping journey – wherever that occurs – to find the right product or discover a new one.”
Walmart lists that these meaningful connections occur in omnichannel ways- stores, websites, apps, or the internet. Of course, the retail giant’s own digital properties play an extensive role in the journey that includes search and native display ads as well as social media.
Social Media: The #GetTheWChallenge for the football fans on TikTok to inspire their shopping for the Big Game.
AR Experience: The retail giant tapped customer attention using AR technology where they discovered new products through Walmart’s Gift Finder during the holiday season. They also purchased ingredients through co-created shoppable Pinterest recipes.
Expand Touchpoints: Walmart Connect plans to expand the touchpoints for customers to view ads and the types of advertisements they see through CTV, video, and omnichannel experiences, such as self-checkout screens, in-store events, sampling, and TV Walls. Moreover, Walmart.com will launch premium advertising experiences by the end of the year, including video and onsite advertising.
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
Unlocking growth for suppliers and sellers
Suppliers and sellers will be able to reach customers more efficiently with automation. Lehrfeld explained,
“We recently rolled out Display Self-Serve to our first phase of advertisers, giving them more speed, flexibility and control with their display campaigns.”
Walmart Platform Partner program will also be expanded to assist sellers in scaling, automating, and optimizing search campaigns. Furthermore, Walmart Demand Side Platform (DSP) will be presented to more advertisers and will enable them to purchase offsite inventory in one place.
Its blog post explains that improving targeting and search capabilities will give advertisers more impact and customers a better experience. It will also be able to offer a more comprehensive end-to-end offering by expanding its measurement capabilities across its portfolio. Lehrfeld concluded
“We’re laser-focused on evolving Walmart Connect’s solutions to help advertisers make every media moment a retail moment, by connecting with customers in a meaningful way at any point in their shopping journey.”.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?
Magnite Acquires Carbon That Will Allow Publishers Unlock The Value of Audience
Magnite, the world’s largest independent omnichannel sell-side advertising platform announced the acquisition of Carbon. Essentially, Carbon is a one-stop solution for supporting seller-defined audiences, which is one of the hottest trends right now, as inventory sellers have significant bargaining power in CTV. Publishers can create unique audience segments and improve addressability by accessing first-party data from streaming viewers. The acquisition was financed by an asset sale and financial terms were not disclosed.
Interesting Read: GroupM Launches Programmatic Marketplace, Result of Licensing Deals with Magnite and PubMatic
How Will Magnite Benefit From This Deal?
Magnite’s move makes logical because CTV currently accounts for one-third of the SSP’s revenue. The acquisition will benefit Magnite as it expands its audience and identity capabilities and integrates them across its omnichannel offerings.
Adam Soroca, Chief Product Officer at Magnite said,
“CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced. As it relates to the open web, the likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising.”
Audience creation is moving from the buy-side to the sell-side, which directly owns the relationship with consumers. Although this shift is new for many publishers, first-party data has been an essential component of CTV/OTT addressability for decades. Magnite supports industry-specific IDs, it adheres to the belief that a variety of identity signals is needed to make the inventory addressable to the greatest extent possible. Carbon enters the picture here.
It will provide sellers with everything they need to maximize their audiences across all channels. In addition, it will provide Magnite with an opportunity to demonstrate its value (aka ROI) as a video ad server and CTV network.
Interesting Read: Unlock The CTV Opportunity: What The Future Looks Like
And That’s What They Said
Advertisers will expect more control and transparency in exchange for the relatively high CPMs they’ll have to pay for CTV now that the honeymoon time for CTV is coming to an end. Publishers and SSPs are beginning to realize that power (and money) will go to those who can show their efforts reached a specific audience or generated business results.
Pete Danks, CEO & Founder at Carbon said,
“Helping publishers be more profitable by providing them with technology to unlock the opportunities within their data has always been core to our mission.”
“We’re excited to further this goal as Magnite and continue to work with publishers to lay the groundwork for a new audience-based advertising paradigm built on sell-side data.”
Interesting Read: Connected TV Ad Fraud: Is It Real And How To Avoid It?
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.
Also Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
The advertising industry is undergoing a paradigm shift and their favorite buzzword is a clean room. Ad agencies, publishers, and technology providers have long relied on “centralized identification.” They know how to discover, reach, engage, and measure individuals by way of cookies, mobile IDs, and set-top field IDs.
With Google’s decision to end third-party cookie support in Chrome, the data will be lost on which brands once relied upon to gauge advertising returns. Consequently, in a world where user privacy regulations are being strengthened, marketers are heading into a brand new area of marketing analytics where connectivity and addressability are becoming more and more fragmented. Hence, it comes with no surprise that clean room is a hot topic for advertisers.
Interesting Read: Disney Launches Clean Room For Marketers’ First-Party Data Needs
What Does A Clean Room Do?
Data clean rooms are software programs that enable advertisers and brands to match user-level data without sharing any personally identifiable information(PII) or raw data. It was originally arranged by walled gardens such as Google, Facebook, and Amazon to provide advertisers with matched data about how their ads were performing on their platforms.
How Can Advertisers Use The Clean Room?
There are currently two types of clean room: walled gardens, like Google and Amazon, which let brands see inside their own ecosystems. Second, software companies and data managers like Habu or InfoSum act as conduits between parties that wish to share data.
For example, brand partners with a publisher (Google, Amazon, or retailer with a media network). A clean room provides a closer look at campaign performance data like reach, shopper conduct, and engagement for logged-in or registered prospects to both parties. Further, they will relay their first-party data into the clean room and compare it to platform data to enable activation and measurement without revealing user-level details.
Marketers are partnering with expertise suppliers to create their own authentic and privacy-safe clean rooms. The digital sphere is becoming more and more like a federation of private rooms, each with its own distinctive capabilities and information. Also, “Id” is turning more decentralized than before.
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
How Should Advertisers Address This?
First, they need to determine which clean room to take advantage of based on their advertising stack and media allocation. Let us understand with an example of Google Ads Data Hub.
Entrepreneurs utilizing Google’s tech stack ought to prioritize Adverts Knowledge Hub for attaining/frequency measurement, marketing campaign supervisor attribution, and DV360 for mapping first-party information. Furthermore, YouTube information is extra efficient when used with the rest of Google’s information, enabling cross-device publicity evaluation.
The next step for advertisers after making the choice is to develop their clean room techniques as follows:
a. Build an audience:
Advertisers will require to build new paths in every clean room for locating and rising audience. They would start with mapping first-party information to every clean room to find present and prospective shoppers. Then analyze and enhance the conduct and efficiency throughout new audiences. This will provide stability as audiences from cookie-based monitoring falls as well as insight into prospects.
b. Brand Engagement
In the absence of cookies, advertisers must shift to a mobile-centric engagement model that allows them to reach shoppers within their in-app experiences and logged-in accounts. Recapturing the information will help device-based remarketing and enable cross-device insights.
c. Measurement and optimization
Deprecating cookies means losing a unified view of the effectiveness of your marketing campaigns throughout the buyer journey. As a result, they have to use cross-device data within every room to find new indicators. Responding to the challenges, advertisers need to provide a framework for the clean room technique.
Furthermore, advertisers would require clean-room measurements and optimization techniques to understand other cell indicators that affect their marketing campaign achievement, frequency goals, and attribution models. Each clean room has its own multi-touch attribution measurement. Afterward, advertisers will want to normalize the load by combining the results across all clean rooms.
Interesting Read: Impact of Delay in Deprecation Of Cookies By Google On Adtech
What Does The Future Hold?
In the wake of third-party cookies being deprecated, marketers and publishers are racing to improve first-party data and the overall way they target, measure, and optimize it. Tracking and reporting no longer function in the background and need explicit user consent. As marketers confront the challenges associated with measurement and optimization, there is a clear need to outline a clean room technique. It may be difficult and time-consuming work, but the rewards are enormous. Rather than relying heavily on small samples to infer buyer journeys, it may make more sense to establish, target, and measure audiences by using de-identified information about writers and platforms. Data clean rooms offer a valuable way to collaborate and analyze data in a privacy-compliant way to better understand how customers interact with the brand.
A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
Digital and Linear TV advertising – two culturally and technologically distinct ecosystems – are merging to increase the effectiveness of marketing to consumers.
The shift from traditional linear television to connected television (CTV) and video-on-demand options has made it difficult for advertisers to reach mass audiences. Intriguingly, some of the same techniques used for converting television viewers to digital audiences can be applied to converting addressable digital inventory into non-addressable inventory.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Machine Learning and Data Automation
Advertising technology(adtech) companies are one of the first to adopt big data, machine learning, and artificial intelligence. One of the reasons is that websites and apps generate enormous data that advertisers can utilize to achieve their quantifiable goals. To leverage this, automation is the key aspect in performance advertising. It is the most feasible economically logical step for marketers. Thus, small and big ad tech companies have embraced machine learning on a large scale successfully to attract customers and increase ROI.
On the other hand, TV advertising continues using conventional methods and relies on billboard data to understand the advertising reach. Even though the data is modeled but it is not as responsive as the techniques used in digital advertising.
As machine learning is not compatible with small and medium-sized data sets, advertisers are using moving to other innovative methods for TV ads. Data-Driven Linear Purchasing(DDL) is gaining momentum as it combines the precision of digital and the reach of TV. It leverages automation and data to target audiences on national linear TV. The method may not be at par with machine learning but optimizing DDL campaigns require accurate prediction and efficient complex procedures.
Interesting Read: AdTech Vs MarTech: Let’s Settle This Once For All!
Performance Measurement
The performance measurement is similar between the two media. In contrast to digital advertising, where convergent events are used to train sophisticated and supervised learning models, TV advertising is more difficult to measure. Nevertheless, Savvy TV buyers have various other ways to improve the buy like web and app analytics, group surveys, and more.
Despite TV advertising embracing the data value, digital advertising has been heavily criticized for using excessive amounts of data. As a result, government and industry privacy regulations have eliminated many of the drivers of machine learning techniques including the individual-level identifiers used during transactional events and advertising exposures.
The Road Ahead For Advertising
What is in store for advertisers after the privacy regulations?
Advertising technology (AdTech) companies can develop technology to learn from data samples, analyze that data based on context, and apply those findings to power buyers and sellers.
There is still enormous digital data despite changes in privacy policies. Advertisers should concentrate on targeting based on context and so machine learning is likely to be part of any solution. However, in television advertising, data scientists will have to prudently balance the statistical outputs of the models. Identifying and targeting audiences will remain a challenge for the advertising industry. In the meantime, data scientists who meld the best technologies from digital and television advertising can deploy powerful and accurate targeting in a more privacy-conscious world.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
MMPWW Enters In An Exclusive Tech Partnership With Aqilliz In MENA
Ad-tech solutions provider MMP World Wide (MMPWW) has entered into an exclusive technology partnership agreement with Aqilliz which will cover the Middle East, North Africa (MENA), and North American markets effective January 1, 2022. Aqilliz will authenticate audiences and establish data provenance within campaign environments.
Aqilliz – An Exclusive Technology Partner
The middleware technology provider specializes in providing seamless data collaboration and privacy compliance across the digital marketing ecosystem. Atom, Aqilliz’s proprietary, state-of-the-art data infrastructure, will enable federated learning, a machine-learning technique that allows distributed data sets to be queried and reconciled without the need to leave local storage. This ensures that all deterministic and probabilistic user identification happens within the context of local data protection laws.
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How Will The Partnership Contribute?
MMPPWW, an ad tech leader across EMEA and APAC, delivers full-funnel targeting and precision marketing solutions to help brands reach and engage consumers. The company’s in-house expertise paired with strategic industry alliances increases its clients’ ability to effectively monetize digital advertising inventory, which results in better campaign performance and a dynamic and transparent way to communicate through vibrant content.
Automation enables the company to scale the delivery of communications to consumers. The company’s goal is to create the next generation of ad tech solutions through data mining and attribution modeling while also offering cookieless targeting.
Aqilliz’s hybrid blockchain environment will enable MMPWW and its brands to maintain an immutable ledger of transactions that records all activities of audience identification and matching by partnering with Aqilliz. This ensures the highest level of data provenance, which is in line with the requirements stipulated by data privacy laws.
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
And That’s What They Said
Ayman Hayder, CEO of MMPWW said,
“Compliance isn’t something that is negotiable, and as more legislative reforms come into effect, it’s crucial that we equip our clients with the right tools and technology so they can be fully prepared.”
He further explained that the partnership will have a huge impact on how data is transacted in light of the recent Data Protection Law and the creation of the UAE Data Office.
“We consider this a golden opportunity to ensure privacy-first solutions become more commonplace, and we are very excited to work exclusively with Aqilliz to bring their technology to the MENA market”.
Gowthaman Ragothaman, CEO of Aqilliz is extremely thrilled about this first-of-its-kind partnership and said:
“Legacy technologies in the advertising and marketing technology ecosystem are built for centralized operations. The future of digital advertising is built on managing the value exchanges between brands, platforms, and the consumer, for which we need decentralized solutions in order to be secure and compliant. None of the existing solutions are able to capture and carry consent and provenance across the digital supply chain in order to be compliant.”
Interesting Read: JGroup and Blis To Partner For Exclusive Location-Based Advertising In MENA
AdTech Vs MarTech: Let’s Settle This Once For All!
In the marketing world, adtech and martech may appear similar especially to a novice. Despite their similarities, these two concepts differ quite a bit; a razor-thin line separating AdTech and MarTech. What is the adtech and martech difference? Does one outweigh the other? Let’s find out the nuances of both approaches and dispel the fog around them.
What Is Adtech?
Adtech is the umbrella term for advertising technology. It covers a range of tools and software that can be helpful for advertisers, publishers, and ad agencies to plan, strategize, and manage all digital advertising or monetization activities. Adtech aids companies reduce wasted ad spending as it can target specific audiences.
Studies reveal that total digital ad spending is expected to hit $129 billion by the end of 2021. In short, adtech companies can help businesses maximize the return from their advertising spending by targeting specific audiences.
Examples Of Platforms/Tools Of Adtech
The two major entities that play a crucial role in adtech are – Demand Side Platform (DSP) and the Supply Side Platform (SSP).
Demand-side Platform (DSP): An essential platform for advertisers to buy, search, display video or mobile ads. It enables advertisers to buy ad placements in real-time on the publisher websites made available by ad exchange and networks. Some of the DSP players are Simplifi, Smarty Ads, App Nexus, Trade Desk, and more.
Supply Side Platform (SSP): The platform allows publishers to sell display, mobile ad impressions to potential buyers in real-time. Some of the key SSP players are MoPub, OpenX, Google, App Nexus, and more.
Broader examples also include:
- Data management platforms
- Ad exchanges/network/servers
- Tag management systems
- Programmatic advertising tools
- SEM (Search Engine Manager)
Interesting Read: A One-stop Guide On All You Ever Need To Know About AdTech In 2020
What Is Martech?
Martech is also known as marketing technology mainly used for digital marketing. John Koetsier, VP of Insights for Singular explains, “Every piece of technology a marketer uses to reach a potential customer is martech.” (via Adage)
Martech refers to the platforms and technologies that you use to create your ad media content, collect and analyze data, and reach your target audience.
MarTech is most commonly known for its automation, which allows you to manage multiple channels simultaneously and save time. Furthermore, it also helps marketers obtain more customer information and resolve tasks efficiently, making digital marketing more cost-effective.
There are more than 8,000 MarTech solutions and it is just expected to grow.
Examples of Platforms/Tools Of Martech
Some of the most common examples of Martech include:
- Customer Relationship Management (CRM) software-Salesforce, Hubspot, and more
- Social media management – Hootsuite and Buffer
- Search engine optimization (SEO) tools– Google Analytics, WooRank, Ahrefs, and more
- Content management platforms– WordPress, Squarespace, and more
- Digital analytics tools-MixPanel, KISSmetrics, and more
- Email marketing tools– MailChimp, Magento, and more
- Marketing automation programs
- Lead Magnets
When people discuss “Martech stack”, it means a collection of marketing technology solutions deployed by an organization to reach and convert potential customers.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Adtech and Martech Difference
Promotional activities like marketing and advertising go hand in hand. However, advertising is largely sponsored content. Advertisers always pay for the placement of their ads on a channel, website, social network, or connected TV.
On the contrary, marketing starts with understanding your product/service’s unique selling proposition, buyer personas, and channel partners. The aim is to understand the audience, deliver the right message, and generate more leads for the sales team. The marketing mix includes a variety of marketing activities, one of which is advertising.
Speaking of adtech vs. martech, let us comprehend the core differences with the help of the illustrating table below.
Adtech And Martech Convergence
Adtech platforms yield huge anonymous customer data and are not as personalized as data obtained from martech platforms. It relies on third-party data which often affects consumer privacy and utilizes the data for targeted online ad campaigns. They are often not in line with consumer interests and behavior.
Hence, adtech and martech convergence is highly essential. And what is this convergence called?
Adtech + Martech = Madtech
A good quality digital strategy requires a comprehensive approach. Therefore, the silos between adtech and martech need to be broken down for seamless data flow and synchronization.
Katie Wheeler in CMSWire wrote,
“The convergence of AdTech and MarTech can redefine the path of your marketing spend across the platforms you invest in, the data you own, the media you choose and the content you develop.”
For instance, a brand can use adtech and martech specific tools for a holistic marketing strategy. It can use an adtech platform to track the users visiting the website for a retargeting campaign. Then utilize the information in combination with the data gathered from blog analytics, email campaigns, or social media platforms (martech) to understand customer needs, optimize landing pages and personalize messaging for a sophisticated campaign.
The union of adtech and martech is every marketer’s dream as it will enhance customer experience which ultimately yields maximum ROI on the campaign and brings value to the business.
Interesting Read: Programmatic Advertising Platforms in 2020: A Complete Guide
Wrapping Up
There is a visible difference in the process of adtech and martech. However, we cannot claim that one is better than the other. The coming age will witness a Madtech revolution that will synergize advertising and marketing. It may cause a paradigm shift among marketers. Advertisers and marketers can benefit by deploying both adtech and martech tools to optimize budgets, increase conversion and achieve the best results.
On that note, ending with a quote of Rob Tarkoff, EVP, Oracle Advertising and Customer Experience from AdExchanger Talks podcast,
“It’s now time for the front office to go the way of the back office, which means we have to automate more of the adtech and martech selling and servicing workflow.”
Interesting Read: Your Ultimate Guide to Understanding the Customer Data Platform
Marketers Gain Direct Access To NBC Universal’s Peacock Via Yahoo DSP
NBC Universal has teamed up with Yahoo’s demand-side platform to give advertisers direct access to Peacock’s streaming and live content inventory. It is a programmatically guaranteed inventory, thereby facilitating scatter-buying and upfront buying. Programmatic guaranteed means the inventory is reserved for that buyer at a negotiated price.
With a limited number of streaming services, audiences are willing to pay for and many subscription streams stalling advertising-funded platforms become a more appealing option. In general, advertisers are more willing to invest in TV campaigns with larger audiences as long as the complex CTV buying environment does not deter them. This deal will increase the reach of advertisers’ Connected TV (CTV) campaigns. Nearly 70% of the Peacock audience is incremental to other NBCU digital video services.
Marketers can have guaranteed access to Peacock’s complete premium content library including NBC Sports, NBCU Next-Day Prime, Sky News, the Universal Pictures film library, and Peacock Originals.
The DSP will enable advertisers to target users based on location, age/gender, Peacock in-house segments, or contextually pre-defined, dynamic, or seasonal packages. This is Peacock’s first programmatic launch, with Yahoo serving as a pilot partner. Previously, Yahoo delivered programmatic campaigns for leading CPG, automotive, and telecom brands.
Interesting Read: All You Need To Know About Connected TV Advertising!
Pricing and programming Are Important
According to a blog by Yahoo, it said the results are encouraging. A major telecom brand could reach highly engaged audiences with Peacock’s on-demand content.
“For this advertiser, a resounding 92% of viewers reached on Peacock were not reached on linear TV, showcasing the value of Peacock’s digital-first audience.”
It further explained that the client the importance of Peacock in their strategy.
“Using Yahoo’s Unified TV Report, the client was also able to understand how Peacock fit within its overall TV strategy, from incremental reach to cost per incremental household.”
Yahoo points out that audiences are attracted to AVOD services.
Flexibility in pricing and programming is increasingly important to consumers when choosing their streaming service.
“In fact, 83% of viewers say they’re willing to try an ad-supported version of services to save money.”
For Peacock to make the case for advertisers, they require a dependable DSP partner to up the ad revenue and ensure ads are finding the relevant audiences for advertisers.
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