IPG Mediabrands Partnership with Adelaide Activates New Era in Media Quality Management
IPG Mediabrands, the media holding company within Interpublic Group announced today (April 25th, 2024) a new, global partnership with Adelaide, the leader in attention-based media quality measurement. The deal, brokered by performance marketing unit KINESSO, will provide all IPG Mediabrands agencies with access to Adelaide’s robust attention data across omnichannel ad supply.
Attention data is garnering increasing importance as a reliable indicator for media quality and supply management at a time when agencies and clients alike are seeking more transparency in an increasingly fragmented ecosystem. The collaboration will offer IPG Mediabrands access to new data to inform media planning, attention measurement for campaigns across a wide variety of channels including television, digital, social, in-platform custom bidding algorithms, and activation on Adelaide’s high-attention auction packages provided through leading SSPs. Not to mention, the use of Flight Control – Adelaide’s just-launched planning tool that helps advertisers identify the optimal levels of media quality to drive consistent and predictable campaign performance.
“We are excited to join forces with Adelaide,” said Justin Wroe, US CEO at IPG Mediabrands. “This partnership will bring more accountability to our clients’ campaigns at a time when they’re seeking more granular data and insights as they navigate an ever changing, fragmented landscape. Adelaide’s offering will advance our data & tech capabilities and shape performance like never before.”
“Our global partnership with IPG Mediabrands is the culmination of years of research, collaborative efforts, and a shared commitment to redefining media quality measurement and advertising effectiveness. It builds upon our work with agencies like Mediahub, who have been at the forefront of attention measurement, working with our teams to demonstrate the tangible impact of our AU metric on brand outcomes,” said Marc Guldimann, CEO of Adelaide.
“Through this collaboration, IPG Mediabrands can integrate precise attention data into all areas of its practice, from measurement and planning to optimisation and activation, empowering its agencies to deliver superior outcomes across their diverse client portfolios.”
TripleLift Unveils TripleLift Audiences, A Cross-Site Targeting Solution Without The Reach Limits And Data Costs Of ID-Based Alternatives
Made possible by TripleLift’s acquisition of the first-party data platform 1plusX, TripleLift Audiences is a unique offering that delivers cross-site audiences without the use of cross-site identifiers. Across brands and verticals, testing has shown that TripleLift Audiences regularly matches or exceeds the performance of cookies, delivering a broader reach, not limited by browser or device. Through TripleLift Audiences, campaigns can perform at scale across the premium web without having to worry about the fate of third-party cookies or rising data fees.
Commenting on the timeliness of TripleLift’s solution, Raptive’s chief strategy officer, Paul Bannister said: “Google’s most recent delay to third-party cookie deprecation is only a small lifeline for publishers and advertisers that haven’t fully adopted new cookieless solutions. Cookies are going away, and getting ahead of that deadline with solutions like TripleLift Audiences is a critical part of readiness.”
Less cost, greater reach, and performance
Unlike other targeting solutions in the market today, TripleLift Audiences adds no extra costs, resulting in significant return of funds to advertisers’ ad budgets which were previously dedicated to buying targeting segments. By switching to TripleLift Audiences, advertisers have the potential to refocus this budget toward lowering their effective CPMs or dedicate more of their budgets to working media.
Additionally, TripleLift Audiences is incredibly easy-to-use as it leverages the same deal-based buying mechanisms that advertisers are used to via the buyer’s DSP of choice. Switching to TripleLift Audiences does not require extensive training or learning curves, meaning that campaign success can be achieved almost from day one of the introduction.
TripleLift Audiences works in every browser environment, whether an ID is present or not. According to a recent report conducted by TripleLift and published in association with AdAge, 47% of the open web doesn’t have an ID. Despite this, almost all other targeting solutions rely on the presence of an ID, which results in the inability for advertisers to effectively target their audiences. TripleLift Audiences closes this gap by ensuring that targeting can be leveraged across the entire web. The result? Massive potential gains in incremental audience and reach.
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A new signal for success: TripleLift Audiences’ technology
Unlike traditional audience targeting solutions, TripleLift Audiences leverages Artificial Intelligence that powers the first-party DMP 1plusX to build cross-site audiences at the content level, ensuring more durable and privacy-friendly targeting strategies. Then, combining insights from content across the web with first-party user engagement patterns, TripleLift Audiences predicts audience segments for impressions lacking IDs or for those with newly observed IDs. This results in TripleLift Audience’s unique ability to predict cross-site audience memberships based on the content being consumed, even in the absence of IDs.
These capabilities allow TripleLift Audiences to analyze content and user interactions on a per-publisher basis in real-time, creating audience segments based on content engagement rather than intrusive tracking methods. The technology also ensures segments are updated in real-time based on consumer behavior, offering up-to-date data, maximized scale, and improved relevance. TripleLift Audiences optimizes the data supply chain for a modern, privacy-forward, first-party data powered open Internet.
This revolutionary approach enables:
- Scalability and audience reach, increasing the potential scale for targeted audiences in ID-constrained environments compared to traditional methods
- Improved privacy protection for consumers and advertisers alike compared to traditional models
- First-party data matches and lookalikes – TripleLift Audiences can find exact matches of customers based on RampID or ID5 IDs. Additionally, TripleLift Audiences can do this across all publishers simultaneously
- Incredible ease-of-use and – we will say it again – the elimination of data fees
Over 50 major brands are already tapping into the power of TripleLift Audiences. “What convinces advertisers to trial TripleLift Audiences is the incredible ease-of-use,” explained Dave Clark, CEO of TripleLift. “The death of the cookie has many concerned that new targeting solutions will add extra cost or complexity to campaigns, but TripleLift Audiences has removed this fear while simultaneously expanding potential for greater efficiency and reach.”
TripleLift Audiences is now available in the US with rollouts expected in Australia, Canada, France, Germany, and the United Kingdom later this year. To learn more, visit https://triplelift.com/products/audiences-advertisers/
About TripleLift
We’re TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world’s leading brands find audiences across online video, connected television, display and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. We are part of the Vista Equity Partners portfolio. As an NMSDC certified minority owned business, we qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com.
Deutsche Telekom’s Alliance With Equativ Strengthens Advertisers’ Ability to Maximize the Addressable Advertising TV Landscape
Deutsche Telekom, majority owner of T-Mobile, today unveils its partnership with Equativ to shape the future of targetable TV advertising through programmatic marketing in Germany. By leveraging extensive reach in premium digital environments and precise targeting, the alliance empowers advertisers to minimize unnecessary expenditures while airing their commercials, while at the same time connecting with consumers in meaningful and captivating environments, effectively capturing audience interest and increasing customer engagement.
This strategy not only maximizes advertising efficiency but also enriches the overall customer journey by delivering pertinent messages precisely when and where they matter most. For Deutsche Telekom, advertising is one of the strategic business areas outside its core business in which it wants to grow in Germany. This is why MagentaTV, its versatile streaming service, will enable addressable TV on devices from mid-2024.
Together with Equativ, the leading independent ad tech platform, excelling in ad serving and server-side ad insertion, MagentaTV will advance programmatic, ad server-based TV advertising in Germany. As a first step, Equativ’s subsidiary Nowtilus, the Server-Side Ad Insertion Platform, will enable major TV broadcasters to market their own inventory programmatically and in a targeted manner on MagentaTV. The Serverside.ai solution enables Deutsche Telekom audience-based replacement of TV advertising in the MagentaTV offering. With innovative strength, a clear focus, and joint expertise, the Equativ and Deutsche Telekom teams are implementing ways to monetize high-quality inventory in linear TV, FAST, and live sports. Additionally, Equativ’s ad serving expertise will be used for Deutsche Telekom’s own inventories, such as MagentaSport.
To further expand this business in Germany, Deutsche Telekom has engaged its corporate venture unit T.Capital in the initiative as well as Equativ’s majority shareholder, private equity firm Bridgepoint, to help maximize the strategic value for all stakeholders involved.
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Dr. Jörg Richartz, Vice President Sales & Marketing TV at Deutsche Telekom, assesses the partnership: “Addressable TV is a growth driver for MagentaTV outside our core business. Through our Magenta Ad Solutions, we will enable major broadcaster groups, such as RTL Deutschland and P7S1, to target their advertising customers’ TV spots on MagentaTV in such a way that they reach their target groups in the best possible way. Our partner Nowtilus is a central component in our technical infrastructure for addressable TV. The fact that we are now underpinning our commitment with a strategic investment in the parent company shows how convinced we are of their solutions.” He adds, “In the future, we would like to further intensify our relationship with Equativ. For our own offerings such as MagentaSport or the planned FAST channels on MagentaTV, we are currently examining how we can integrate and use their digital product range even more.”
“We’re thrilled to announce our partnership with Deutsche Telekom and MagentaTV, revolutionizing programmatic TV advertising in Europe, especially in Germany. Leveraging our full CTV suite, we empower major TV broadcasters to market their inventory programmatically on MagentaTV.” stated Arnaud Créput, CEO at Equativ. He adds, “Committed to further innovation, this partnership opens up exciting opportunities for enhancing market-leading advertising and customer engagement products, to better support Deutsche Telekom as an advertiser through curated programmatic direct buying solutions. Additionally, it will reinforce our shared dedication to Utiq, positioning it as the premier privacy-safe advertising ID backbone in Europe. With Deutsche Telekom’s T.Capital and Bridgepoint on board, we’re poised to maximize strategic value, reinforcing our growth trajectory and unwavering commitment to the video and connected TV space.”
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Jean-Baptiste Salvin, Partner at Bridgepoint, added: “With several investments in the Martech and Adtech industries, including MiQ and Equativ, Bridgepoint has demonstrated its strong interest and capacity to back the most innovative and successful operators in the digital programmatic ecosystem. We are delighted to welcome the investment of Deutsche Telekom within Equativ to develop together the future of Addressable TV.”
Alexander Helmke, Managing Director of T.Capital, takes a look at the added value resulting from this investment: “We are convinced that Equativ, as an independent and innovative provider of digital advertising solutions, is continuously strengthening its competitive position through technological expansion and targeted acquisitions. In addition, the company has a highly competent management team that has made product development and quality its core task. We see great potential both in the company itself and in MagentaTV’s cooperation with Equativ. We are therefore pleased to support the partnership with a strategic investment.”
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Havas Worldwide India Expands Creative Team with Four ECD Appointments
Havas Worldwide India has expanded its creative team by hiring four new executive creative directors: Arjun Jetly, Neharika Awal, Ajitesh Verma, and Monish Gupta. They will be tasked with enhancing the agency’s creative offering and will be based in Gurugram. They will report to Anupama Ramaswamy, chief creative officer at Havas Worldwide India.
Havas Worldwide India bolsters its creative team
Jetly, who is returning to Havas Worldwide India after leaving Cheil India, previously developed successful campaigns for Durex and has worked with The Glitch, among other agencies. Campaigns for companies like Veet, Mirinda, Doritos, Cadbury, MG Motor, Adobe, Eno, and Horlicks are included in his portfolio. He has won accolades from the ABBYs, Effies, and Cannes Lions.
Awal previously worked for Dentsu for eight years. Prior to that, she was associated with Leo Burnett, Saatchu & Saatchi, Ogilvy, and DDB Mudra. She has worked with brands like Honda Cars, OLX, Biba, Canon, and Dominos and has won Effies and ABBYs.
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Verma has held roles at McCann Worldwide, Wunderman Thompson, BBDO India, and Leo Burnett. He has contributed to projects for Mountain Dew Global, Pepsi Foods, ITC, Britania, Nestle, GSK, Meta, The Times of India, Flipkart, PhonePe, and Swiggy.
Over the course of his career, Gupta has overseen a broad range of brands, including some of the most well-known names in Lifestyle, Fashion, Automobiles, and Hospitality, including Maruti Suzuki, Honda Motorcycles, Citroen, LG, Samsung Phones, Myntra, and Burger King. Gupta previously worked for Leo Burnett, Dentsu, Lowe Lintas, J Walter Thompson, and Cheil before joining.
Here’s what they said
Anupama Ramaswamy, chief creative officer, Havas Worldwide India, said,
“Now is the time for our work to shine. And I can’t think of a better team to lead this than Neharika, Monish, Arjun and Ajitesh. I’m delighted to welcome them into the Havas family. They are a dynamic bunch, brimming with new ideas, each having their own individual strengths, which will not just help the brands we work on but also the teams. I believe in their capabilities and mindset to take Havas Worldwide India to newer heights.”
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InfoSum and Samsung Ads Launch Data Clean Rooms Solutions
Samsung Ads, Samsung Electronics’ advertising division, has launched a data clean room solution based on the data collaboration platform InfoSum. Samsung Ads’ advertising partners can now compete against Samsung’s Smart TV footprint and via its Demand Side Platform (DSP) with an emphasis on data integrity thanks to InfoSum’s decentralized data clean room technology.
Samsung Ads launches data clean room with InfoSum
Through the partnership, Samsung Ads’ clients can optimize the effectiveness of their data-driven advertising strategies in InfoSum’s privacy-conscious setting. Data clean rooms are becoming an increasingly important component of the tech stack as organizations throughout the region prioritize their first-party data programs in response to evolving privacy regulations. With an emphasis on data integrity, Samsung Ads’ advertising partner can now compete with Samsung’s Smart TV footprint via InfoSum’s decentralized data clean room technology and its Demand Side Platform (DSP).
InfoSum’s privacy and security features enable targeted and measurable ad campaigns while emphasizing end-to-end security. Each stakeholder can contribute to maintaining the privacy of their own first-party data by using its patented “non-movement of data” approach.
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Here’s what they said
Goafest’24 To Be Hosted from 29-31 May at Westin Powai, Mumbai
The Advertising Agencies Association of India (AAI) and The Advertising Club (TAC) have decided to host Goafest 2024 and the ABBY Awards Powered By One Show 2024 in Mumbai with consideration for the upcoming Lok Sabha elections. This decision was made consciously and collaboratively. The festival’s 17th edition will be held at Mumbai’s Westin Powai from May 29 to May 31, 2024. The future editions of the festival will take place in Goa.
The advertising festival will take place in Mumbai
Mumbai’s Goafest will present the best in creativity, expertise, and networking for the media, marketing, and advertising sectors. The event, which attracts more than two thousand business professionals every year, was expected to see more participation this year, including from sponsors. The organizing committee of Goafest would like to thank all of the partners, participants, and stakeholders for their cooperation and understanding. The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) reassure one another of their shared commitment to bringing the Goafest experience to Mumbai.
Here’s what they said
Prasanth Kumar, President of the Advertising Agencies Association of India (AAAI) and CEO of GroupM, South Asia, said,
“We’re excited to announce that Goafest is happening in Mumbai this year, despite a few logistical challenges. Our collective decision reflects our unwavering commitment to this esteemed event, which has evolved into a cornerstone platform for shaping the future of our industry. It’s become a vital platform for industry, becoming a nexus where industry leaders converge to explore, innovate, and chart the course for a progressive journey. We’re committed to maximizing participation, curating insightful sessions, and ensuring attendees leave with invaluable knowledge. Plus, mark your calendars: Goafest returns to Goa in 2025! Join us for an unforgettable experience at Mumbai Goafest 2024!”
Rana Barua, President of The Advertising Club and Group CEO of Havas India, South East and North Asia, commented,
“The ABBYs has always been a platform dedicated to recognizing and celebrating outstanding achievements in the advertising and marketing industry. We look forward to honoring the best work of 2023 at the ABBY Awards Powered by One Show 2024 this May, in Mumbai. With Westin Powai as the venue we are working towards putting together a dynamic agenda that will be announced in due course. We are grateful and thankful to the entire fraternity for their continued support and enthusiasm.”
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Leo Burnett Mumbai Announces New Appointments To Its Leadership Team
Leo Burnett Mumbai, a division of Publicis Groupe India, has announced the appointment of new members to its leadership team. The agency’s success and momentum will be leveraged, and the new leadership team will drive the company’s next phase of growth.
The leadership structure is built to support a culture of increased empowerment, quick decision-making, and the capacity to spearhead more of the cutting-edge client solutions for which Leo Burnett has become well-known. The newly appointed senior leadership of Leo Burnett Mumbai includes Saurabh Dahiya as head of strategy, Neetika Aggarwal as managing partner, and Abhimanyu Khedkar as managing partner.
Leo Burnett announces new leadership appointments
After working for Leo Burnett for 8.5 years, Abhimanyu Khedkar was elevated to managing partner. He has contributed to some of the most well-known brands in the Burnett portfolio, and numerous national and international platforms have honored his work. Leo Burnett’s success has been greatly attributed to his commitment and achievements over the years, and he will undoubtedly play a significant role in determining the agency’s future.
Neetika Aggarwal joins Leo Burnett Mumbai as a Managing Partner to strengthen the team’s connections, knowledge, and skills. Neetika has worked with some of the biggest Indian and international brands, such as PepsiCo Foods, Airtel, TOI, Microsoft, Nokia, LG, and IndusInd Bank, throughout her more than 20-year career. Aggarwal most recently worked for VMLY&R. Additionally, she oversaw some of Facebook’s largest digital interventions, such as the Instagram Love Runs Deep and Facebook Thumbstopper properties. Her most recent employment was with VMLY&R before joining Leo Burnett. She worked as Colgate Palmolive’s business and integration lead for a few years at WPP@CP before that, contributing experience in e-commerce, CRM, and FPD.
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As executive director and head of strategy, Saurabh Dahiya joined our team a few months ago. He has become an invaluable asset to the agency in a short amount of time, helping to hone its strategic creativity capabilities to propel growth and transformation for clients. With a career spanning the Middle East, South East Asia, and India in brand, digital, and customer experience strategy, Saurabh brings over eighteen years of experience. Leo Burnett’s client partners will benefit from Saurabh’s skill at using truth and talent to make brands relevant in shifting cultural contexts and business environments.
Changes in roles and responsibilities
Khedkar and Aggarwal will work together to oversee Leo Burnett Mumbai’s business operations, with Dahiya leading the strategic division. In his remarks on the leadership change, Amitesh Rao, CEO of Leo Burnett South Asia, emphasized the agency’s impressive track record and its position as a pioneer in cutting-edge client solutions.
Here’s what they said
Amitesh Rao, CEO Leo Burnett, South Asia shared,
“Leo Burnett Mumbai is one of the top creative agencies in the country today, having seen an incredible run of success in paving the way for new age solutions for its clients. It is also an agency with insatiable ambition and hunger, and the enhanced leadership team is at the vanguard of our future growth and glory. I am delighted to have Abhimanyu, Neetika and Saurabh – with their diverse strategic, corporate and client backgrounds – bring brilliant new perspective to our journey going forward.”
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Dentsu Creative Names Abhijat Bharadwaj As Chief Creative Officer – Digital Experience
Abhijat Bharadwaj has been named Chief Creative Officer for Digital Experiences by Dentsu Creative India. Abhijat Bharadwaj began his seven-year tenure with CreativeLand Asia as ECD. After that, he was promoted to CCO at the company. Bharadwaj will drive the creative vision, encourage teamwork, and push storytelling to new heights in his role as Dentsu Creative’s new CCO. He wants to produce content that is impactful and specifically catered to the Indian market, with an emphasis on fusing storytelling with his Indian heritage.
Abhijat brings over one and a half years of creative experience
With more than 17 years of experience in advertising, Bharadwaj has proven its ability to blend insightful storytelling with the subtleties of Indian culture to create campaigns that genuinely connect with consumers. Before joining Dentsu Creative, he held prominent roles at Star India and CreativeLand Asia, where he spearheaded successful advertising campaigns and helped establish major sports leagues. Along the way, he has developed strategies for Indian companies like Jet Airways and Dabur in addition to campaigns for multinational behemoths like McDonald’s and MasterCard.
In 2007, he began working for Leo Burnett as a copywriter. Throughout his more than 15-year career, Bharadwaj has collaborated with companies and brands such as McCann Erickson Delhi, Contract Advertising, Black Pencil, and Star India.
Here’s what they said
Abhijat Bharadwaj, in his LinkedIn announcement, stated,
“I’m happy to share that I’m starting a new position as Chief Creative Officer (CCO) at Dentsu Creative – Digital Experience”
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Dentsu MENA Opens Flagship HQ in Saudi Arabia
Dentsu MENA stated today that the Ministry of Investment and Ministry of Commerce in the Kingdom have granted it a regional headquarters license, reaffirming its dedication to Vision 2030, spearheading the transformation initiative, and fostering aspirational local talent. Dentsu is one of the biggest media and advertising networks in the region. It already supports a number of government ministries, vision realization programs, and investment companies to bring the Saudi Vision 2030 to life for audiences around the world by offering an array of integrated marketing solutions, including media, creative, and customer experience management.
Saudi Arabia’s rapid market growth
With a workforce that is growing quickly in Saudi Arabia, dentsu hopes to play a big role in the country’s talent development. Dentsu will increase the number of people working for it over the next three years. It will hire Saudi graduates, with an emphasis on female talent. It will do this by fostering partnerships with institutions such as Prince Sultan University and by implementing early careers recruitment programs, internships, and learning and development curriculums that will hasten the advancement of gender diversity in leadership positions.
Building on its current presence in Riyadh and an additional office in Jeddah, dentsu has also opened a new flagship office in Riyadh at Business Gate. From there, it will service a growing portfolio of local and multinational clients in the Kingdom.
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Here’s what they said
André Andrade, CEO of dentsu EMEA, said:
“Opening a regional headquarters in Saudi Arabia is a strategic decision that demonstrates dentsu’s commitment to the Kingdom, our support of its transformation and confidence in its economic future. As we accelerate toward 2030 and beyond, we are fully committed to working with and supporting our stakeholders with the next phase of their transformation agendas.”
Tarek Daouk, CEO of dentsu MENA, added:
“I am delighted that dentsu MENA has inaugurated its new regional headquarters in Riyadh, and that we are the first of the major advertising holding companies to do so. We want to set the standard and help to build the regional headquarters ecosystem for the media and advertising industry. After more than fifteen years operating in the Kingdom, this is a natural step in our evolution where we aim to continue building longstanding, trusted and mutually beneficial relationships with our clients, partners and people in Saudi Arabia.”
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FCB India Names Ashima Mehra as Chief Executive Officer
Ashima Mehra has been appointed as the new chief executive officer of FCB India, a global advertising agency network that is part of the FCB Group in India. Ashima is a skilled advertising professional who has developed cutting-edge brands for 20 years. Having experience in both creative and strategic roles, as well as client-focused work in advertising agencies and with notable businesses like Godfrey Philips and Reckitt. Her broad experience in the advertising industry allows her to lead high-stakes account management and launch brand campaigns.
FCB India appoints Ashima Mehra as CEO
Ashima will be in charge of managing the agency’s operations, promoting business expansion, cultivating client relationships, and encouraging an innovative and creative culture in her new role as CEO of FCB India. Ashima came to the agency from Leo Burnett India, where she was an executive director and was essential to advancing market presence and business growth. In the same company, she also held the positions of senior vice president and executive vice president.
The news comes after Anusheela Saha and Udayan Chakravorthy, national creative directors, were announced by FCB India in February this year.
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