Farah Golant Joins Seedtag Board of Directors
Farah Golant joins the Seedtag board with over three decades of experience in executive roles, including serving as the CEO of All3Media and 22 years at AMV BBDO, where she rose from entry-level to become chief executive and executive chairman. She has a track record of unlocking value through profitable growth, innovation, and dynamic creative cultures.
Across global footprints from San Francisco to Tokyo, Dubai, and London, Golant has harnessed the power and purpose of talented people to achieve their best work. She is currently based in London.
Golant said.
“Seedtag is a company with unique potential for scale and significance to positively disrupt the industry,”
Further added,
“There is an intelligence here which combines with intuition and ambition to make a winning formula. Backed by private equity firm Advent and with the momentum of meteoric organic growth in all markets combined with smart M&A to complement the suite of offerings, Seedtag is well placed to win in a future facing industry. I love the agenda for growth in an AI powered world that finds expression commercially, ethically and culturally.”
Golant’s expertise spans business transformation, brand strategy, design, and digital innovation. Her lifetime work has been scaling businesses and developing new models for talent and innovation to bring about better economic and social outcomes. Central to that has been working in leadership, executive and advisory capacities across private, public, and non-profit settings.
Albert Nieto, co-founder and co-CEO at Seedtag said,
“We are delighted to welcome Farah to our board of directors,”
Further added,
“Her extensive experience and visionary leadership in the media and advertising sectors make her a perfect fit, and we welcome her insight and expertise as we grow the Seedtag business globally.”
Farah’s appointment underscores Seedtag’s commitment to strengthening its leadership team with industry experts who share the company’s vision for the future of advertising. Her role on the board will be instrumental in guiding Seedtag through its next phase of growth and innovation in an evolving digital advertising industry.
Publicis Groupe to Acquire Influential, Creating World’s Leading Influencer Marketing Solution
- Influential is the largest influencer marketing company and platform in the world.Its proprietary AI-powered technology platform with over 100 billion data points, and its network of over 3.5M creators including 90% of global influencers with 1M+ followers, are at the service of 300+ brands around the world.
- Publicis Groupe’s understanding of consumers via Epsilon, combined with Influential’s platform, will enable brands to identify creators that meaningfully connect to their target customers and communities, while providing the unique ability to holistically plan, manage, and measure investment across social, digital, and affiliate marketing.
Publicis Groupe has entered into a definitive agreement to acquire Influential, the world’s preeminent influencer marketing company and platform, authentically connecting brands to audiences by developing, deploying, and optimizing creator-driven digital campaigns.
The largest influencer marketing company in the world by revenue, Influential’s proprietary AI-powered technology platform with over 100 billion data points, coupled with its network of over 3.5M creators, including access to and data on 90% of global influencers with 1M+ followers, currently serves more than 300 brands around the world.
Influencer marketing is revolutionizing the media and advertising industry and has become a ubiquitous growth driver for brands due to the channel’s unique ability to meaningfully connect with their customers. By 2025, social media spend is expected to reach $186 billion, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment.
Influential’s differentiated offering enables brands to source high-quality digital creators, curate impactful creative strategy, and activate, amplify and optimize digital media to drive real-world outcomes.
Read more: Publicis Groupe’s Ekin Caglar Joins T&Pm as Global CTO
Now, by combining those capabilities with the unique data and identity assets of Epsilon, and scale of Publicis Groupe, we will put the leadership of ID-driven influencer marketing in the hands of all our clients through:
- a Premium Creator Network: a brand-safe, premium marketplace to directly connect the world’s leading brands with preferred access to millions of diverse creators and their audiences
- Revolutionized Influencer Planning: Bringing our leading understanding of consumers via Epsilon to better identify creators that meaningfully connect brands to their target customers and find their audiences across the entire internet
- Maximized Cross-Channel Outcomes: Unifying, extending, and measuring the reach and impact of social campaigns to digital and affiliate channels in a singular, AI-powered platform with connected creative and sequential messaging that enhances customer experience and drives better business outcomes
Led by Founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and delivery of influencer marketing services.
Ryan Detert, Influential CEO said:
“I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company. We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”
Arthur Sadoun, Publicis Groupe CEO, said:
“It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector. With the new creator economy set to exceed linear tv on adspend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients.
Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with Connected TV, Commerce, and now Creators, we can enable our clients to truly know and understand their customers and prospects, and engage with them on a one-to-one basis, wherever they are, both online and offline. It’s how we are putting power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.”
The transaction is subject to the satisfaction of customary closing conditions including regulatory approvals and is expected to close in late August 2024.
Read more: Publicis Groupe wants to cut through exaggerated AI promises with ‘BSBot’
Neville Shah : Redefining Creativity in Advertising
Neville Shah, the eccentric Chief Creative Officer at FCB Kinnect, is renowned for his innovative approach and unwavering curiosity. He brings over twenty years of illustrious experience, demonstrating the ability to lead and inspire in the ever-evolving creative landscape. As an advocate for pushing the boundaries of traditional advertising and exploring new frontiers, Neville believes that creativity is not just about generating ideas, but also transforming those ideas into powerful narratives that drive business successes and create lasting impact.
Congratulations on your appointment as the Chief Creative Officer at FCB Kinnect! Can you share some of the key milestones in your professional journey that have significantly shaped your career?
I feel incredibly fortunate in my career. I’ve had the opportunity to work on some fantastic brands in three different cities. One of the highlights of my journey has been the people I’ve met along the way. After spending 10 years at Ogilvy, many of my colleagues have become like family to me.
I’ve been lucky to have had a lot of support throughout my career. Many people struggle with unsupportive bosses, but I’ve been blessed with great immediate bosses and supportive higher-level executives. This early support was crucial in shaping my path, and I am very grateful for that.
How would you describe the role of creativity in driving economic growth, and can you share any instances where innovative creative strategies have led to substantial business success?
Creativity as an economic multiplier is something we emphasize at the FCB Kinnect network. It’s fascinating because you don’t expect creativity to be confined to just one area. It’s not just in the idea or the TVC; it can be applied anywhere to save costs, save time, and generate more revenue by streamlining processes.
Creativity presents a great opportunity to increase profits no matter where you look. I’ll give you an example from a Harvard case study. In the case study, a toothpaste company wanted to boost consumption. They recommended brushing twice a day, but they also wanted to increase usage. So what did they do? They enlarged the toothpaste release opening. This simple and creative solution led to increased sales by enlarging the toothpaste opening. That was a brilliant product solution!
How can companies better invest in creativity to drive economic growth and competitive advantage?
Firstly, companies need to believe in the power of creativity to unlock for things. Belief needs to come at the most simple and fundamental level, that it is possible to do so. If that is not clear, then you’re always going to add more and more questions to it like “If one event is possible, does that imply the possibility of another event?” You start thinking about the efficiencies which might not necessarily be what you are aiming for.
Creative solutions sometimes require investment and commitment, whether it’s a time commitment, so do you have the patience to do so? “Do boond zindagi ke” – It’s taken so many years to eradicate polio. So if you see, there is a cost that comes with whatever you intend to do. If you say in today’s day, that we’ll structure a machine that can produce high quality art and copies, you will still need a certain investment to make improvements to it right?
If you believe creativity will solve your problem, then you should not be shy away from it at each point. Essentially, you ask: how can I optimize it at the bare minimum level? So start there, see, understand, think, analyze, and then come up with a solution. It’s important to believe that creativity unlocks things first. You can always debate that we put a lot of thought into it before and after, but ultimately, what you’re talking about is creativity.
How can creative campaigns with a noble cause such as FCB Kinnect’s Lulumelon EOSS reach wider audiences?
If it’s a good idea, it will spread; I can’t think of one that hasn’t. People enjoy being surprised, feeling joyful, being astonished – any emotion, even cathartic tears draws them in. People love to feel, and they are drawn to a compelling idea. That’s the essence of any great concept.
What future trends do you foresee shaping the creative industry?
There’s a lot of talk about tech and AI, but AI is already 4-5 years old, and we’ve been working with it since then. I believe there needs to be a new narrative emerging, something that becomes the next buzzword—Adaptation.
I don’t think anyone should feel intimidated by AI, tech, or anything similar because it’s merely a tool. With strong fundamentals, you’ll always hit the mark; it’s all about execution and craftsmanship. It’s about how you utilize these tools to create and convey messages. Ultimately, it’s the same old truth: a great idea will always triumph and resonate. AI is just a tool; creativity originates from humans who conceive the ideas while AI merely supports them.
VIOOH & Intersection Partner on Digital Out-of-Home Programmatic Sales Across the US
VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, announced a new nationwide programmatic media owner partnership in the US, collaborating with Intersection, the leading experience-driven out-of-home media and technology company with audiences across top US cities.
Operating in New York, Chicago, Philadelphia, and other major US cities, Intersection supplies coverage across thousands of digital screens strategically placed in high density areas, adjacent to some of the largest retail brands, shopping districts, Fortune 500 companies, and key transit hubs – highly visible to pedestrians and traffic alike.
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Through this partnership with VIOOH, US and International buyers will be able to programmatically access Intersection’s over 6,500 street and transit screens in 13 designated market areas (DMAs) and 90 airports through VIOOH’s real-time Trading Manager platform.
Jean-Christophe Conti, chief executive officer at VIOOH said,
“This partnership is a great addition to our existing programmatic DOOH offering across the US. We’re always looking for new ways to unlock commercial opportunities for advertisers. Intersection has a wide range of digital screens across major US cities and we’re incredibly pleased to partner with this industry leader. We hope advertisers, both those within the US as well as new overseas buyers looking to better target American audiences, will maximise this new partnership and the opportunities it brings.”
Chris Grosso, chief executive officer at Intersection said,
“We’re pleased to partner with VIOOH to bring prDOOH to more buyers across the US and globally. Our media is located in well-travelled locations and can connect brands with the right audience. The integration with VIOOH will bring even more opportunities for brands to engage with diverse audiences, and buy and measure out-of-home media in the same way as online, mobile, and other digital media.”
Read more: VIOOH Launches Programmatic Sales for Digital Out-of-Home with Beijing Metro
Elevision and DWTC Sign Transformative Media and Advertising Partnership
Dubai – UAE – Elevision is pleased to announce an exciting partnership with Dubai World Trade Centre (DWTC) to launch Dubai’s newest digital-out-of-home (DOOH) media network. This network will feature new assets located in some of the city’smost iconic business hubs and residential communities owned and operated by DWTC, including One Central, Convention Tower, Sheikh Rashid Tower, and Expo Village Residences. The partnership marks a new era of opportunities for brands to connect with premium audiences in their everyday environments. Through seamless screen integrations and leading DOOH innovation and connectivity, Elevision is setting the stage once again for best-in-class DOOH advertising opportunities in the UAE.
Niall Sallam, CEO of Elevision, said: “We’re thrilled to launch our network of elevator and large format screens in collaboration with DWTC, and are equally excited to bring world-class measurement, programmatic and dynamic content capabilities to this partnership. One Central elegantly brings business and leisure together to the heart of Dubai, and this multi-award-winning commercial development adds a unique dimension to Dubai’s central business district. Together, we look forward to providing brands with a dynamic and impactful platform to engage audiences like never before.
“We are committed to pushing the boundaries of DOOH advertising,” added Niall Sallam. “Our media and technology provide marketers and property partners with innovative solutions to share their brand stories and communicate effectively, ensuring unparalleled visibility, engagement and results that go beyond traditional advertising methods”.
Read More: Google Abandons Its Turbulent Efforts to Remove Third Party Cookies
Jad Bechara, Assistant Vice President of Asset Management at DWTC, remarked: “DWTC’s portfolio of iconic commercial, residential and lifestyle properties offer tenants, residents and visitors world-class buildings, developments and amenities. We are committed to innovation and investing in new technologies, which is why we are proud to partner with Elevision to further enhance digital communication and advertising content across our properties. We believe this partnership will enable us to build engagement within our communities, offering enhanced connectivity through interactive messaging for the benefit of professionals, residents and visitors alike.”
This partnership focuses on expanding Elevision’s extensive commercial and residential tower network. This includes the installation of 72 elevator screens across One Central, Sheikh Rashid Tower and Convention Tower. Additionally, 68 large format column screens have been installed across all office buildings in One Central. On the residential front, 15 screens will be installed in the lobbies of Expo Village Residences, a vibrant new community in Dubai South, near Dubai World Central airport – the future home of Emirates Airlines and Dubai’s main airport. In total, 72 elevator screens and 83 large format and lobby screens will be installed across all locations under DWTC’s jurisdiction.
This strategic collaboration underscores Elevision’s dedication to expanding its footprint in key business districts and residential communities. By offering cutting-edge digital solutions and services, Elevision empowers brands with unparalleled opportunities to connect with their target audiences in the most influential business, lifestyle and residential communities.
Read More: KINESSO Commerce Partners with Vudoo to Roll Out First-to-Market Global Solution
The Yahoo DSP and LiveRamp Announce Full Integration of Yahoo ConnectID Across Major Publishers
The Yahoo DSP in partnership with LiveRamp (NYSE: RAMP), the leading data collaboration platform, today announced their integration of LiveRamp’s Authenticated Traffic Solution (ATS) and Yahoo ConnectID, its cookieless identity solution, is now fully available for publishers. With the announcement, Yahoo has added dozens of new publisher domains to its already robust partner ecosystem.
Following the initial announcement of their partnership, Yahoo DSP and LiveRamp publishers are now able to leverage Yahoo ConnectID and Authenticated Traffic Solution to unlock additional addressable demand. Allen Media Group, CarGurus, DISH Media, FloSports, and Philo are already adopting Yahoo ConnectID, continuing progress towards improved addressability and audience engagement within the advertising sector. All 21,000 publisher domains that have adopted LiveRamp’s Authenticated Traffic Solution can also seamlessly integrate with Yahoo ConnectID with minimal effort and benefit from additional flexibility to meet marketer demand.
Adam Roodman, SVP Product Strategy & Management, Yahoo said,
“With the official integration of Yahoo ConnectID now complete and available to all LiveRamp and Yahoo customers, we are taking a significant step forward in authenticated addressability,”
“Building on our strong foundation, this milestone enhances our ability to provide publishers with the tools they need for more precise targeting and engagement, ultimately driving superior outcomes. This partnership not only extends our reach but ensures resilience against the challenges posed by the loss of third-party cookies.”
This rollout showcases the ongoing momentum of Yahoo Identity Solutions, which continues advancing with new partner and platform integrations. Yahoo Identity Solutions take an integrated, omnichannel approach to the identity-constrained world and consists of two components: Yahoo ConnectID for addressable environments and Next-Gen Solutions for non-addressable. Yahoo ConnectID is a first-party data-powered identity solution, fueled by direct consumer relationships with more than 205 million authenticated users¹ in the U.S. It stands as one of the world’s most adopted cookieless identifiers, currently implemented across nearly 50,000 publisher domains and interoperable with more than 30 top data platforms.
Read more: Yahoo Launches AI-Powered Full-Stack Creative Solution in Partnership with Innervate
Travis Clinger, Chief Connectivity & Ecosystem Officer, LiveRamp said,
“We’re committed not just to enabling LiveRamp’s authenticated ecosystem, but also every high-quality identifier the industry needs, to scale and grow,”
“Marketers and publishers need solutions that allow for full identity interoperability inside and outside their walls, and our partnership with Yahoo provides critical flexibility here, enabling deeper consumer relationships, value throughout the customer journey, and better control of data.”
Josh Sharma, Vice President of Advertising Partnerships for Allen Media Group said,
“As we transition toward a cookieless future, it is crucial for us to adopt solutions that not only maximize our use of first-party data but also uphold the value and trust our consumers expect in our apps Local Now and The Weather Channel,”
“Our integration with Yahoo ConnectID, powered by LiveRamp, provides a cutting-edge platform that empowers our advertisers to connect with audiences at scale effectively.”
Reed Barker, Philo Head of Advertising said,
“Philo’s programmatic-first approach to advertising requires unique identity solutions in order to drive success,”
“We are thrilled to support Yahoo ConnectID which allows advertisers to accurately target their audiences and measure results at scale, all while respecting consumer privacy.”
Yahoo and LiveRamp are dedicated to leading innovation in advertising technology, prioritizing user privacy, and delivering effective outcomes for publishers and advertisers. This partnership aims to redefine industry standards in digital advertising, enhancing client capabilities and improving user experiences across the digital domain.
Read more: LiveRamp and Magnite Power Omnichannel Addressability on RampID
EssenceMediacom Crowned the World’s Largest Media Network by COMvergence
EssenceMediacom has been declared the world’s biggest media network by billings according to COMvergence.
The independent industry tracking company ranks the agency as responsible for $24.5bn in advertiser billings, ahead of its nearest competitor by nearly half a billion dollars.
This is the first time that the billings for Essence and MediaCom have been combined following their merger in January 2023.
The 2023 Billings Rankings & Market Shares Report is based on declared clients and covers 47 countries, comparing the performance of both holding company media brands and independent agencies alike. EssenceMediacom was named as the #1 media network in Austria, Germany, Poland, Switzerland, Turkey and the UK. It was also the number one media network across EMEA and number two in APAC.
GroupM was named as the biggest holding company, with total billings of $62.6bn and a 14.8% market share.
Read more: Driving Brand Success: In Conversation with Vishal Shah from EssenceMediacom
New Research by DoubleVerify Indicates UK is Underperforming in Brand Suitability
DoubleVerify (“DV”), the leading software platform for digital media measurement, data, and analytics, has revealed findings from its eighth annual DV Global Insights: 2024 Trends Report.
The report reveals that the UK is lagging behind in terms of brand safety, with brand safety and suitability violations surpassing the global benchmark. UK violations stand at 7.6% of all ads served in 2023, over 30% higher than the global benchmark of 5.8%. EMEA overall was the poorest performing region for brand safety and suitability with a benchmark of 9.0%, over 70% higher than that of North America.
The DV Global Insights: 2024 Trends Report provides a comprehensive overview of worldwide data, quality and performance trends, along with, for the first time, regional trend reports. The EMEA report found that 42% of EMEA media buyers saw an increase in low-quality content and made-for-advertising (MFA) sites as a disruptive threat to the digital ecosystem. However, the report also indicates progress in EMEA in regard to brand suitability, with violations decreasing by 15% and UK violations dropping by 23%.
The growing accessibility of Generative AI is a cause of concern, with over half of global respondents to the report believing that Generative AI significantly negatively impacts media quality. Despite the challenges, the report found that AI is also regarded as a solution, with 55% of media buyers responding that AI-driven campaign optimisation positively impacts media quality. Globally, a major cause in the overall decline in brand safety violations is the 41% year-over-year increase in the utilisation of AI-led, custom pre-bid brand suitability protections. This allows advertisers to apply safety and suitability controls before a bid is placed and the ad is rendered or blocked.
Pre-bid controls reduce waste for advertisers by allowing bids to be placed on suitable impressions. For publishers, they allow monetisation of impressions that don’t align with one brand’s suitability criteria but could be a fit for another.
Nick Reid, SVP and Managing Director EMEA at DoubleVerify said,
“As we approach a potentially challenging news cycle perpetuated by the recent election, which will also see the increasing influence of AI-generated content, it’s crucial for UK advertisers to invest in brand suitability solutions”,
“UK and EMEA media buyers should investigate and emulate the example of North America, which has increased adoption of AI-led, pre-bid protections, and brought its market violation rate down to 5.2%.”
Read more: DoubleVerify, Scope3 Research Shows The Sustainability Benefits of Smart Digital Advertising
WPP Appoints Brian Lesser as Global CEO of GroupM
WPP and GroupM announce the appointment of Brian Lesser as the new Global CEO of GroupM, the world’s leading media investment company.
He succeeds Christian Juhl, who is stepping down after five years in the role. Christian will take up a new position with WPP as President, Corporate Development.
Brian spent 10 years with WPP including as CEO of GroupM in North America from 2015 to 2017. He will rejoin WPP and begin his new role with GroupM in September 2024. Christian will continue in his existing role until then and support the transition as he moves to his new position.
Brian first joined WPP with the acquisition of 24/7 Real Media in 2007. He went on to create the Media Innovation Group, building addressable advertising products and technology for GroupM, including one of the industry’s first data management platforms. In 2011 he founded Xaxis, the programmatic media buying platform which now forms part of GroupM’s media performance organization, GroupM Nexus.
After leading GroupM in North America he joined AT&T as CEO of AT&T Advertising & Analytics, a $3 billion business today known as Xandr. He took on his current role as CEO and Chairman of data company InfoSum in 2020.
Throughout his career, Brian has been at the forefront of technological advancements in the media industry, from the advent of programmatic advertising to the rise of connected TV. He is known for challenging the status quo to deliver better consumer experiences and more effective solutions for businesses.
Read more: WPP Partners with Google Cloud to Revolutionize Marketing with Generative AI
Christian became CEO of GroupM in November 2019, having previously held the same position at Essence, the digital media agency acquired by WPP in 2015. As President, Corporate Development for WPP he will work on various aspects of the company’s strategic development.
Under Christian’s leadership GroupM has grown significantly, winning notable assignments and playing a critical role in WPP wins such as the partnership with The Coca-Cola Company.
GroupM has also changed and evolved to reflect the new world. It has simplified its structure, today serving its roster of world-leading clients primarily through three media agency brands (EssenceMediacom, Mindshare and Wavemaker); media performance organization GroupM Nexus; and data product, service and technology company Choreograph. GroupM is the world’s leading media investment company, managing more than $60 billion in annual media spend on behalf of its clients.
Mark Read, CEO of WPP, said:
“I would like to thank Christian for his contribution to the success of Essence, GroupM, WPP and our clients over the last nine years. He has built a strong foundation for the ongoing transformation of GroupM, the integration of its offer, and accelerated future growth. I look forward to working with him in his new WPP role.”
“Brian is one of the industry’s most highly regarded executives with a track record of success in data- and technology-driven marketing. GroupM, its agencies and its brilliant people are in many respects the engine of WPP. Brian not only knows GroupM inside-out, but also has a strong vision for the future of the business. We are delighted to welcome him back to WPP.”
Brian Lesser said:
“WPP and GroupM are special organizations to me. I have experienced first-hand the culture of innovation and collaboration that leads to exceptional work for advertisers. I am thrilled to be rejoining GroupM as Chief Executive Officer. I look forward to building with my talented colleagues, collaborating with our industry partners, and investing with our fantastic roster of global clients.”
Christian Juhl said:
“It has been a privilege to lead this amazing business, to work alongside its incredibly talented people, and to partner with our wonderful clients around the world. We’ve achieved a huge amount together and I’m really proud of the progress GroupM has made towards its mission of making advertising work better for people. After five years the time is right for a fresh challenge, and I’m excited to get started in my new role with WPP. Brian is an exceptional leader and I’m happy he is rejoining the GroupM family.”
Read more: GroupM Consolidates its Content, Entertainment, and Sports Verticals
Adtech startup Cake.Shop launches in Australia, promising transparent programmatic ad services
Cake.Shop, an adtech startup, has officially launched in Australia, offering brands and agencies innovative programmatic ad buying services that emphasise transparency and rich media creative ad targeting.
Founded by former AdLudio and Mindshare Australia programmatic executive Luke Hills and former Azerion JAPAC managing director Georgia Woodburne, Cake.Shop draws its name from the proverb “to have your cake and eat it,” reflecting the company’s commitment to delivering the best of both worlds in media buying.
Hills is the former VP of growth at AdLudio in London and was previously head of programmatic at Mindshare Australia. Woodburne was responsible for driving Azerion’s expansion in the JAPAC region and played a key role in rich media creative company Inskin’s expansion in the Asia Pacific region, where she held the role of GM, APAC.
Cake.Shop aims to provide agencies and brands with a trusted solution to address the industry’s biggest challenges: easy access to programmatic advertising, creative excellence, and precise measurement. By offering a unique experience, Cake.Shop helps brands and agencies achieve strong performance from their programmatic ad spend.
The company stated that it aims to disrupt the media buying process through a four-pronged approach: creative-led, with attention-grabbing ads designed to engage rather than annoy; sustainable marketing, by measuring, reducing, and optimising to meet sustainable goals; technology ownership, by eliminating intermediaries for greater control and transparency over marketing technology; and commercial flexibility, which allows businesses to grow sustainably.
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For Hills, traditional managed service options are not working, and agencies and brands need control over their technology choices and must work transparently with their partners.
Meanwhile, Woodburne believes that transparency is at the core of Cake.Shop’s ethos.
Woodburne said,
“We believe this should be reflected in fee structures and solutions,”
Speaking more about the launch, Hills shared,
“We’re thrilled to introduce Cake Shop to the world. Our mission is to support agencies and brands in achieving sustainable growth both commercially and environmentally. We aim to make effective advertising more accessible for brands of all sizes. Cake.Shop is designed to lower the barrier to entry, providing market-leading solutions that enable agencies to deliver world-class services to their clients. By stepping into the gap left by larger technology companies, Cake.Shop offers a local and global, client-focused alternative for businesses.”
Hills added.
“Our flexible approach means clients can reduce spending without the pressure of restrictive contracts. We’re possibly the only business in the market advocating for clients to spend less, focusing instead on quality, ownership, and transparency for long-term brand growth. With significant headwinds in marketing through privacy, compliance, and sustainability, we believe legacy solutions in the market will struggle to meet the demands of local businesses. We’re here to help companies navigate these pressures with solutions that complement our sustainable vision.”
Read more: GroupM Minimised Programmatic Video Campaign Carbon Emissions with PubMatic & SeenThis