GumGum Announces Playground xyz’s Media Portfolio Integration
GumGum, a global digital advertising platform, has announced the integration of Playground xyz’s media portfolio into its Asia-Pacific (APAC) business, resulting in a powerful suite of AI-powered advanced contextual ad solutions that will help advertisers tap into audience mindsets and achieve standout attention rates.
GumGum integrates Playground xyz’s media portfolio in its APAC business
Playground xyz is an attention-based advertising platform with a variety of innovative ad formats that GumGum acquired in 2021. GumGum’s array of advertising solutions now fully integrates Playground xyz’s media arm for the APAC market, along with Hang Time, Super Skin, and Hoverboard.
GumGum will be adopted by Playground xyz’s APAC media business in order to promote global alignment and unification. The Attention Intelligence Platform (AIP) from Playground xyz will persist as a stand-alone data solution, providing worldwide attention measurement for GumGum’s media division as well as the industry at large, encompassing Display, YouTube, Facebook, Instagram, TikTok, OLV, and other platforms.
Read More: Kantar named a TikTok measurement partner for Brand Lift studies
Playground xyz’s AIP
Using eye-tracking technology, AIP’s exclusive metric, Attention Time, measures how long a person spends staring at an advertisement in a single second. According to a 2019 Kantar study, Attention Time outperforms standard view-ability metrics by 7.5 times when it comes to boosting brand awareness and 5.9 times when it comes to boosting recall.
This integration of GumGum’s media businesses in the Asia-Pacific region completes the Mindset Platform rollout, which was first introduced in late 2023 in North America and Europe. In late 2023, the Mindset Platform made its debut in North America and Europe. Verity, GumGum’s sophisticated contextual intelligence platform, and AIP, the media products of GumGum, are combined to form the Mindset Platform. Creative, context, and attention work together to close the gap between consumers and brands. This enables advertisers to target audiences with the ideal mindset so that their ads get more attention, produce better results, and increase return on investment.
Here’s what they said
GumGum Head of Media, APAC, Sorrel Osborne, said:
“In an increasingly crowded and distracted digital ecosystem, the ability to tap into consumer mindset and capture and measure attention has become mission critical for brands. The rollout of The Mindset Platform in APAC offers our clients the essence and core DNA of Playground xyz with the increased scale of GumGum. Our combined media and data offering gives brands the tools they need to stand out and achieve better outcomes, with real-time attention insights, a combination of high impact ad products, and cutting-edge contextual intelligence.”
Read More: PubMatic Announces Partnership with GroupM For Cohort-Based Modeling Capabilities
Unveiling Adtech Today: Marking a Paradigm Shift in Digital Media
The premier edition of DigiAdCon took place at IRA By Orchid Hotel, Mumbai on March 21st, 2024. A transformative revelation for our team, DigiAdCon 2024 set the stage for unveiling our digital platform, Adtech Today, a dynamic initiative by ADScholars. This disruptive innovation is much like the transition from traditional to digital, a milestone marking not just the growth, but the genesis of a new era in the digital media landscape.
DigiAdCon 2024 at a Glimpse
Setting the stage for the event was our CEO and co-founder, Srikanth Rayaprolu. His keen eye for the future of the industry, and his vision for the disruptive digital platform focused on what’s next in the digital landscape.
Ankit Banga, Chief Business Officer, FCB/SIX, and Tanya Saihgal, Lead – Content & PR, MMA Global India, joined the event for the candid chat segment as they discussed the Digital Next: Innovation and Engagement. They discussed leveraging AI for audience engagement, its potential in customer-centric roles, and how in the next few years, how important it would be to retain the creative brains within a company. Ankit Banga highlighted “Use AI to form a base, not to form a solution.”
Scholars of Advertising and Media
Building on the Scholars of Advertising and Media series, we honored individuals whose indelible contributions to the industry created a long-lasting positive impact on society. The esteemed honorees for the felicitation segment included industry stalwarts Mr. Ameer Ismail, President, LintasLive was celebrated for his transformative impact in the PR industry, recognized as t Stalwart Leadership in PR and Communications. Vishnu Kanth Gokul, Chief Growth Officer, Two99 was honored as Community Builder for his remarkable efforts in fostering a vibrant digital ecosystem.
Ankoor Dasguupta, Chief Marketing Officer, of Shisham Digital, was conferred with the Digital Kaizen Leader award for his relentless pursuit of excellence and innovation in digital marketing. Shailja Saraswati, Chief Content Officer at Omnicom Media Group India was honored with the Woman Advertising Maven, for her visionary leadership in crafting impactful storytelling solutions. White Rivers Media received the Independent Powerhouse accolade for its innovative strategies and impactful campaigns, solidifying its position in the industry. Shibu Shivanandan, CEO & CO-Founder, PivotRoots – a Havas Company was honored with the Progressive Founder title for pioneering digital media startups, launching PivotRoots, and turning it into one of India’s most sought-after agencies.
The unveiling of Adtech Today, the revolutionary platform by the honored guests emphasized the platform’s role as more than just a news source. Adtech Today dives deeper into the adtech industry, bringing to the forefront the latest in advertising, the wonders of AI, and so much more. The premier issue of the Adtech Today magazine was unveiled, opening the pathway to a new odyssey.
Moneka Khurana, Country Head & Board Member, of MMA Global India, led the keynote session where she spoke about the State of AI in Marketing. She revealed key insights from her report, including AI Adoption in Marketing, and its implications on marketing.
Ending the event on a high and insightful note was the panel discussion with industry experts including Kosal Malladi, Vice President, Madison Loop; Reena Jagtap, Lead Digital Marketer, Henkel; Shetanshu Dikshit, Lead Digital Communications, Pernod Ricard; Shrenik Gandhi, White Rivers Media, and Ankoor Dasguupta, Shisham Digital as the esteemed panelists. The panel was moderated by Srikanth Rayaprolu.
The conversation took a deep dive into AI automation for content creation, brand storytelling, and the hottest keyword at the event, AI. The discussion provided an insightful overview of the present digital landscape and how AI has taken over every aspect of marketing, both in a positive and negative sense.
DigiAdCon 2024, by Adtech Today concluded with an emphasis on innovation, invaluable exchanges fond memories, and influential connections.
Where The Physical Meets the Digital: Phygital
Ever wish you could wave your phone over something in a store and immediately get info or reviews? Or make your Lego buildings come to life digitally? That’s what the emerging field of “ Phygital” is all about -connecting physical stuff to digital experiences to make them work together in cool new ways. It’s bringing together real-world physical spaces and objects with digital technology like sensors, apps, and touch displays.With the right blends of industrial design, engineering, and computer programming, Phygital has the potential to seamlessly merge our physical environments with responsive digital displays and feedback. I don’t know about you, but a more interactive world that bridges atoms and bits sound awesome to me! concise it keeping the meaning, format and tone same I find the idea of a more interactive world that bridges atoms and bits awesome!
How can blending physical and digital spaces open new possibilities for brands to connect with and engage consumers?
The blurring line between physical and digital realms creates “phygital” experiences, offering brands exciting opportunities to connect and engage consumers.
Immersive In-Store Experiences: Brands can create immersive in-store experiences using augmented reality (AR), blending digital elements into physical spaces. For instance, a clothing brand could install an AR mirror in dressing rooms, displaying digital content like style recommendations as customers try on outfits. This not only provides helpful feedback but also generates user-generated content, spreading brand awareness.
Omnichannel Retail Integration: Brands can also link up physical stores with a digital presence to provide a connected phygital experience. This means leveraging options like buying online and picking up in-store through features like local inventory availability and curbside pickup. Brands can also facilitate virtual previews of in-store items through digital browsing. Integration of retail touchpoints enables brands to give consumers flexibility between channels and expose shoppers in one channel to experience the other. s options like online purchasing with in-store pickup and virtual previews of items. Integrating retail touchpoints gives consumers flexibility between channels, enhancing brand engagement and loyalty.
Why do hybrid experiences that blend both physical and digital places appeal to Gen Z consumers?
Gen Z, as digital natives, naturally gravitates towards blended phygital experiences that merge physical and digital elements. These experiences enrich their consumer journey, providing entertainment, connection, and self-expression. For instance, scannable codes and AR mirrors enhance their shopping experiences. Customized ads, driven by programmatic advertising, further integrate digital and physical realms by offering personalized promotions in-store. This approach not only engages customers but also streamlines operations for retailers, aligning with Gen Z’s preferences for personalized experiences in both online and offline settings.
How programmatic partners are helping brands in delivering perfect phygital Experiences to consumers?
Programmatic advertising enables precise targeting and optimization for digital campaigns, benefiting retail brands like Nike and Sephora. For example, Nike’s House of Innovation in New York City offers a digital “stadium” for designing virtual sneakers with AR, while Sephora’s workshop in San Francisco uses AR mirrors for virtual makeup trials.In India, Nykaa and Myntra leverage programmatic ads for personalized experiences, contributing to the country’s growing ad spending projected to reach $21 billion by 2028. Myntra, with 65% of its digital marketing driven by programmatic ads, saw significant revenue growth, reaching 51 billion Indian rupees in fiscal year 2023. As brands embrace these tactics, advertising becomes more interest-based for consumers.
This article is written by Varsha Rani, Programmatic Account ExecutiveVarsha Rani
SSP | DSP | Communication | Programmatic Advertising | Sales Management
Varsha is an ambitious, and driven professional with a deep appreciation for the power of effective communication. She is eager to delve into the world of mass communication, making meaningful contributions and believes that effective communication is the key to success
PubMatic and Internews Collaborate to Access Global Advertising
PubMatic, an independent technology company delivering the future supply chain for digital advertising, has announced a partnership with Internews. Internews is an international non-profit that supports independent media in over 100 countries. Through this partnership, brands can now access global advertising across responsible content and adopt news-encompassing marketing strategies that have a positive social impact, generate economic returns, and expand their customer base.
Partnerships can access global advertising for responsible content
The foundation of the collaboration is Internews’ Ads for News Initiative. It uses local media specialists on the ground to screen local news websites and guarantee the accuracy of the content. Using a wide range of evaluation criteria, this non-profit work is carried out worldwide. The criteria include the Global Alliance for Responsible Media’s (GARM) standards for brand safety and suitability. The Ads for News-vetted quality news sites and domains are directly accessible through private marketplaces (PMPs), local market inclusion lists, or biddable inventory packages via PubMatic.
Internews-led Media Viability Accelerator initiative
The collaboration, which will leverage both companies’ cutting-edge technologies, will include integration with the upcoming Internews-led Media Viability Accelerator initiative, allowing PubMatic to gain access to a wealth of insights and pull curated lists of trusted media into its own systems based on specific content themes such as gender, environment, and health news and information.
Read More: Adverty Partners with PubMatic to Reshape In-Game Advertising
Through this partnership, advertisers will find it easier to purchase media based on content quality standards. Furthermore, reputable news sources will promote high-caliber journalism. The partnership aims to instill confidence in the purchase of responsible news. The initiative offers the widest range of online news publishers in the industry. There are over 14,000 carefully selected and high-quality publishers available in 54 international markets.
Here’s what they said
Eric Bozinny, Senior Director, Marketplace Quality at PubMatic said,
“A thriving, open internet must be based upon an ecosystem that is built to deliver positive outcomes for everyone. PubMatic is committed to both responsible operations and supporting responsible media. Quality journalism is vital to the health and wellbeing of our society – more so today than ever. Top tier brands have made a strong commitment towards supporting credible news sources via their advertising activities, but they must be able to do so with the utmost confidence that their budgets are going toward quality, brand-safe outlets and coverage.”
Internews’ Chris Hajecki, Director Ads for News, added,
“Brands and their agency partners are investing more responsibly and evolving their old ways of working. One of these evolutions is towards inclusion of quality journalism in media planning— particularly as more brand safety assurances are now on offer. Supporting quality journalism is a pillar of responsible ad investing and results in more sustainable and transparent supply chains, higher economic returns for advertisers, and positive impacts on society.”
Read More: Vevo Collaborates with PubMatic for Programmatic Growth in CTV Advertising
Havas Maher Saad El Din: Navigating Media’s Shifting Landscape
Explore Maher Saad El Din, Media Director at Havas Media Group, remarkable over 17 years journey in advertising and media. From local agencies to multinational giants, he shares stories of growth and innovation and insights on trends, challenges, and his dedication to local talent. In this exclusive interview, get a closer look at Maher’s views on industry changes, the Saudi Vision 2030, and exciting technologies, like scent marketing and the metaverse.
With 17 years of experience in the advertising and media industry, can you take us through your professional journey and your role as the Media Director at Havas Media?
As you mentioned, 17 years is a significant period, and much has transpired during those years, making it challenging to cover everything. I’ll try to be brief!
I initiated my career in the industry at a local digital agency called Admark. I cannot emphasize enough how crucial that start was for me and how much I appreciate the opportunity that Dr. Nasser Nabulsi gave me. Working with him, I learned a great deal. It was an interesting time, witnessing the inception of the big digital ad boom and the launch of staples such as Google AdWords and Facebook.
My next step marked my first interaction with a multinational agency when I joined Drive Dentsu offices in Riyadh. I consider it my first true venture into the industry. While I hold dear my beginnings at Admark, it was a small company with a very small team. Stepping into the “Big Leagues,” as they say, with Drive Dentsu was an exciting and intimidating move.
From there, I started to discern my preference in the digital equation, leading me to Starcom during its golden age. Although my time there was shorter, I would not be who I am in the industry without that experience.
Then came my initial encounter with a local agency, iCom, one of the largest media companies in Saudi at the time. They had clients such as Saudi Airlines, ALJ’s entire portfolio, HHA’s entire portfolio of motor companies, NCB, Riyad Bank, and SADAFCO, to name a few. Company founder and visionary Nabil Bakr recognized the growth in digital media and recruited me in 2013 to bring the company into the digital age. Despite facing challenges, especially after the 2016 market crash, it remains the best experience I’ve had in the industry and one that I still miss. Even with a smaller team than we started with, we secured significant clients like Jeddah Season, Riyadh Season, PIF’s FII, Tasheel financing, and a few more. Unfortunately, COVID hit us hard, and iCOM never recovered.
I navigated for a couple of years, landing at UM in 2020 and then Mediacom in 2021 before finally settling at Havas Saudi as Media Director. Here, I find my passion reignited and an atmosphere that encourages cooperation in the best possible way.
How has the advertising landscape in KSA changed over the course of your career? What upcoming trends do you see this region adopting in the future?
Having steered through the industry for over 16 years, it’s fascinating to witness its evolution from a newspaper/TV-centric landscape, where the private sector led the way, to a digital/outdoor-driven environment fueled by government and semi-government initiatives.
The most concerning trend currently is the looming cookieless future, with no tangible solutions in sight and regional companies evidently unprepared for the impending transition, barring a selected few.
In terms of exciting developments, the transformation of Out-of-Home (OOH) advertising in Saudi Arabia has been particularly intriguing to observe. Anticipating forthcoming changes and the promise of increased transparency and accurate measurement have me eagerly awaiting what comes next!
What are your insights on the Saudi Vision 2030? How will you align with it and how will the development plan affect the advertising and media landscape in KSA?
As someone born and raised in Saudi Arabia, I’m still awestruck by the remarkable strides the country is making! Since the launch of the Vision, it consistently surpasses expectations, leaving me to ponder each morning on the potential yet to unfold before reaching its 2030 goals—a thought that never fails to bring a smile.
My enduring goal, evident throughout my career, is to actively contribute to the development of local talent in every company I’ve been a part of. It remains my unwavering priority when forming teams. I eagerly anticipate the day when I can confidently pass the baton to a skilled and inspired team of Saudi talents, poised to navigate the next phase in the Kingdom’s industry evolution.
In the past decade, smartphones have revolutionized mobile marketing, particularly social media marketing. How will 5G further enhance mobile marketing?
Smartphones have facilitated the evolution of social media, transitioning from the static desktop era with limited access and the minimal interactions of platforms like Facebook and MySpace to a dynamic mobile platform that remains connected 24/7. This transformation is evident in the regular updates of images and GIFs on platforms such as Twitter and Instagram.
The advent of 5G connectivity has propelled us further, ushering in an era of almost omnipresent video platforms like Snapchat and TikTok. Our lives are now recorded and shared with the world. 5G holds more potential, particularly in the realm of the Internet of Things (IoT), where it becomes the primary means of interacting with our home devices. The next phase of automation is on the horizon, and we’re on the verge of experiencing seamless connectivity.
Imagine a world where even household appliances like the Washing Machine and Dryer interact seamlessly, efficiently folding and putting away laundry. Such innovations could free up valuable time, allowing us to savour life’s moments even more!
As we move into 2024, we will see a significant rise in the adoption of artificial intelligence and generative AI. What are your thoughts on the implementation of AI in marketing? How will it benefit advertisers and media agencies?
As exciting as the prospects of Generative AI are, we need to take a step back and not fall into the trend cycle that our industry often succumbs to. While I agree that it is advancing rapidly and will be immensely beneficial in the long run, it is crucial that we channel our excitement into making GenAI more of a tool to eliminate all the tedious tasks, rather than one to replace human creativity and hard work
Cutting-edge technologies are paving the way for future advertising. Brands are now trying to advertise in the metaverse to stay ahead of the times. How do you think this technology will perform in the years to come?
I don’t foresee a future in the Metaverse at all, to be honest. The barrier of entry is excessively high, requiring an intensive amount of work to create an underwhelming experience that, for consumers, has been more of a gimmick than anything else. However, I firmly believe there’s potential in integrations with well-established virtual environments like Fortnite, Minecraft, and especially Roblox. This approach seems more promising, given the declining engagement of younger generations, Gen Z and Gen Alpha, on traditional social platforms. It’s noteworthy that such integrations are proving to be significantly more popular with brands. The cost of entry on Roblox is notably lower than that of current Metaverse versions, and it comes with the additional advantage of an already established audience.
Scent marketing is one of the most interesting forms of marketing, but brands do not extensively use it. How can brands use this form of marketing to entice audiences?
The sense of smell stands out as one of the most powerful memory triggers the human mind possesses. However, its limitation to a specific area poses a challenge when trying to use it in a broad system outside of enclosed spaces, such as malls and shops. I genuinely believe that a clever execution of this concept can be achieved by non-traditional brands, including automotive, paint, colouring pens, and even event promotions.
What are your predictions in terms of the advertising and media landscape for the year 2024? What are some of the trends and industry analyses you see brands and agencies adopting this year?
The trend I hope to see continue its growth is the strategic omnichannel approach to communication. It goes beyond separating online and offline strategies, embracing a holistic perspective that seamlessly integrates both in a meaningful way. I’m also keenly intrigued to witness the evolution driven by machine learning algorithms, addressing the challenges posed by the loss of 3rd party cookies and traditional conversion tracking. In an era where clients increasingly focus on the bottom line and the lower funnel, the industry faces the task of navigating out of the cookie-shaped challenge created by the overpromises of the past. Let’s hope valuable lessons have been learned this time.
Publicis Commerce India and Amazon Ads Collaborate to Release Digital Growth Marketing Playbook
Publicis Commerce India has announced the release of the inaugural Digital Growth Marketing Playbook. The playbook, when used in tandem with Amazon Ads, describes how advertisers can embrace a growth marketing strategy, moving away from concentrating on stand-alone campaigns and toward considering how marketing can help achieve overall business growth.
The objective of the digital growth marketing playbook
The purpose of this playbook is to give a marketer’s perspective on growth marketing and to offer specific actions that a brand can take to facilitate growth marketing. It clarifies the top worries that marketers have, with a focus on short- to mid-term growth, especially in response to evolving consumer preferences and behaviors.
It lists the main obstacles that marketers must overcome as rising costs, unpredictable demand, technological disruptions, and heightened competition. The Digital Growth Marketing Playbook provides strategic steps for brands to successfully adopt growth marketing and offers insights into marketers’ perspectives on the strategy, based on a survey of 100 senior marketers. The playbook includes brand-specific strategies that consider the unique opportunities and problems that every business cohort encounters.
CX in digital advertising
The playbook also examines the evolution of the customer experience in digital advertising, adding conversion and retention to the marketing funnel and explaining why it is important for brands to look beyond return on advertising spend (ROAS). Key performance indicators such as customer lifetime value, the share of branded searches, and new-to-brand customers are also highlighted.
Levers of business growth
Three main levers are identified in the playbook for business growth:
- Get new clients: leveraging important events and managing both short- and long-term growth to reach new audiences and progressively increase market segment share.
- Enhance Share of Wallet: Introduce new products and promote expansion with highly valuable customer experiences.
- Boost Loyalty: Long-term success depends on attracting and keeping consumers who are committed to your brand.
Read More: Publicis Groupe Plans €300 million AI Investment, Unveils CoreAI Platform
These company growth levers correspond to important growth marketing strategies that instruct marketers on how to adapt their strategy, adjust execution, and gauge success. Growth marketers are using retail media channels more and more frequently. Retail media is fully understood by 97% of marketers, and 69% of them have used it or are currently using it for growth marketing initiatives.
Use of retail media formats
To improve reach and performance, the playbook suggests utilizing a variety of retail media formats, such as display and video ads in addition to native ad formats. Additionally, it promotes the adoption of an “always-on” advertising approach to raise brand awareness and volume of brand searches.
Here’s what they said
Anshul Garg, managing partner & head at Publicis Commerce India, said,
“Growth marketing goes beyond a mere collection of brand awareness and general promotional marketing strategies. It signifies a shift in the approach to marketing and placing comprehensive growth at its core. Armed with Digital Growth Marketing Playbook’s strategic insights, marketers can fully harness the potential of growth marketing to elevate their businesses to unprecedented levels of success.”
Kapil Sharma, director, of growth customer sales at Amazon Ads, added,
“Growth marketing can help brands across all categories and price points to unlock additional opportunities with strategic and long-term focus towards marketing. The inaugural edition of the Digital Growth Marketing Playbook offers directional steps to brands in the marketing world, providing insights, strategies and practical guidance to help businesses of all sizes achieve their goals.”
Read More: Publicis Groupe ME Appoints Ahmed Younis as CCO for Publicis Communications KSA
Triton Digital Integrates Amazon Publisher Services for Interactive Audio Ads
Triton Digital, a global technology and services leader in the digital audio, podcast, and broadcast radio industries, has announced an integration with Amazon Publisher Services (APS), which will provide Amazon DSP advertisers with access to premium audio inventory on a large scale. Additionally, Triton’s Audio Marketplace, which generates over 100 billion impressions monthly, for the AP’s clientele, the union increases Triton’s audio ad inventory for current APS publishers. Through this integration, shared APS and Triton Digital publishers can display Amazon Ads’ distinctive interactive audio ads on Alexa-enabled devices, providing listeners with an engaging advertising experience and publishers with improved inventory monetization.
Triton Digital announces integration with APS for audio ads
Through the combination of these platforms, publishers and advertisers can now use an extensive toolkit to improve their advertising campaigns. The digital advertising industry stands to benefit greatly from the combination of Triton Digital and APS. First off, by providing listeners with more pertinent and interesting content, it promises to enhance their advertising experiences. Because of improved audience engagement and retention, publishers have more opportunities to monetize their content.
Future of interactive audio ads
The future of advertising is interactive audio commercials, which offer dynamic and captivating mediums for brands to engage with their target audience. Triton Digital’s experience in this field maximizes the potential of these kinds of advertisements by presenting creative solutions to produce captivating and interactive experiences. Amazon Ads creates interactive audio ads, a creative ad format that allows users to stay in the streaming audio content they are currently enjoying while also inviting them to set reminders (“Alexa, remind me”), request more information via email or push notification (“Alexa, send more info”), and even add items to their Amazon shopping cart (“Alexa, add to cart”).
Read More: Paramount to Utilize iSpot As Currency Measurements for TV Ads
Access to audio audiences
With over 100 billion audio impressions monthly, the Triton Audio Marketplace gives marketers and agencies access to one of the largest single pools of audio audiences, enabling them to transact on all types of audio inventory. When combined with the exclusive audience signals provided by Amazon Ads and the wide range of options provided by Amazon DSP, advertisers, and publishers can create deeper connections while publishers can generate revenue from their inventory through innovative means.
Triton emphasizes the value of interaction, citing survey data from a study by Amazon Ads and Kantar that found audio streamers were 75% more likely to respond to an advertisement with a voice command. A recent study by Amazon Ads and Kantar found that voice-command ads have a 75% higher response rate than audio streamers. Additionally, Kantar discovered that when compared to traditional audio creatives, interactive audio ads generated greater consideration (1.3x) and purchase intent (2.3x).
Here’s what they said
John Rosso, President and CEO, of Triton Digital said,
Amazon has had a long-lasting impact in the advertising space, introducing new ad formats and delivery vehicles that have transformed the audio industry. We’re delighted that APS has invited Triton Digital technology to provide interactive audio ads to shared publishers and are confident in its enhancement of the listener experience.
Steve Rabuchin, VP of Third-Party Supply at Amazon Ads added,
We’re excited for publishers that use Triton Digital and APS to make their quality content more easily available to advertisers using Amazon DSP. We look forward to learning more about how audiences engage with interactive audio ads, which will enable listeners to respond to advertisements without being distracted from the stream.
Read More: AdTechStats 2023 By ADScholars: Understanding the Ad Trends To Strategize Advertising in 2024.
IAB Tech Lab Launches Working Group to Update India’s DPDPA 2023
A new era of data protection was ushered in when India’s Digital Personal Data Protection Act (DPDPA) went into effect on August 11, 2023. Digital advertising is anticipated to be significantly impacted by the law. To update the DPDPA 2023-specific details, the IAB Legal Affairs Council plans to form a dedicated working group. It will be formed under the Cross Jurisdiction Privacy Project (CJPP) – India. Meanwhile, brands and agencies will collaborate to understand how they must comply with the new legislation.
IAB’s global collaboration
IAB, IAB Tech Lab, and IAB Southeast Asia and India teams will make up the India chapter. It started a cooperative process in February and requested everyone’s approval before going public. It has asked for collaborative input from all members. This is especially policy teams, on comprehending and interpreting Indian law for the Global Privacy Platform (GPP). This has led to the creation of the GPP. It combines regulations from the General Data Protection Regulation (GDPR) and other sources. Furthermore, it ensures that multinational corporations operate seamlessly across regulatory landscapes.
Global members of the IAB Tech Lab are inherently included in this working group on technology and policy. These include industry heavyweights like Google and The Trade Desk (TTD). But its objective is to promote involvement from companies that are specific to India, like brands and local ad tech providers like ESPs or proprietary ad stacks like The Times of India.
Valuable local and international insights
It is anticipated that the upcoming CJPP – India chapter will give professionals from both local and international businesses valuable insights into how India’s recently passed privacy law is being implemented in the digital advertising industry. Its main goals are to update the CJPP – India chapter and provide legal inputs to improve the Global Privacy Platform (GPP) technical specification by the IAB Tech Lab. The latter will include a special section that addresses the implications of the DPDPA.
CJPP provides a summary of digital advertising regulations across several jurisdictions, including the US, Europe, and Brazil. It was developed following a thorough policy analysis based on regional legislation, such as India’s DPDPA, in cooperation with local IABs in the US and Europe. Currently, that cooperation is being expanded to include IAB Southeast Asia.
Read More: Google Reaches $5 Billion Class-Action Privacy Lawsuit Settlement
Expert Insights
According to Michael Hahn, EVP & general counsel, IAB Tech Lab, the chapter in the CJPP compendium needs to be revised to better reflect the new legal framework. The DPDPA raises the bar for privacy regulations in the industry. Moreover, it highlights how important it is to consider how to communicate customer privacy preferences throughout the digital ad ecosystem. It aims to improve the legal inputs for the GPP technical specification to establish accountability. As a result, publishers, ad tech intermediaries, and advertisers will be able to connect seamlessly and ensure that consumer privacy preferences are followed in compliance with local laws.
The CJPP has been one of Hahn’s most important initiatives. According to him, the project’s goal is to simplify legal comprehension and communication in the intricate world of international digital advertising.
IAB Tech Lab’s executive vice president, product, and chief operating officer Shailley Singh stated that the country’s new digital laws have made the establishment of an Indian chapter imperative.
Handling personal data with IAB Tech Lab
It is anticipated that the legal inputs for the India section of the IAB Tech Lab’s GPP technical specification will enable industry players to send out signals about the proper handling of customer personal data. Contractual agreements can utilize this information to incorporate assurances and guarantees about these signals. Furthermore, it is anticipated that this procedure will establish the foundation for a technical framework. This will guarantee market compliance.
IAB Tech Lab will encode the results into a transparency and consent string after CJPP and policy formulation. This string permits usage for things like behavioral advertising and data selling. Responders are informed of acceptable data usage and advertising when this encoded string is sent along with the ad request, which is selected by the user.
Read More: Omnicom, NBCUniversal Pioneer Program-Level At-Scale Reporting
Here’s what they said
Shailley Singh, executive vice president, product and chief operating officer, of IAB Tech Lab said,
This chapter will address the impact on the framework, creating specific elements for India to be integrated into the GPP, ensuring uniform functionality worldwide. The challenge is to align the consent management framework with the global standard. Our approach involves active engagement with our member community and not isolated decision-making. This process ensures a thorough collaboration, incorporating diverse perspectives and legal interpretations. We invite all entities in the advertising realm—publishers, agencies, brands, and Indian ad tech companies—to actively engage in this initiative
Furthermore, she added,
Previously, we adhered to an international framework, but now, with the need to adapt to India’s laws, adjustments are required. The GPP includes a general header for ad origin and consent details, with specific sections for each jurisdiction. A dedicated section for India will be added, ensuring accurate decoding of user permissions from the numerical string when impressions are served in India.
Michael Hahn, EVP & general counsel, IAB Tech Lab commented,
Collaborating with IAB Southeast Asia and India, our objective is to offer the market an initial understanding of how the new Privacy Law applies to the digital ad industry. Drawing on our expertise in understanding data flows, we aim to provide an in-depth analysis, building on our prior work in 11 jurisdictions. Given the timing, this analysis stands as one of the earliest post-law implementation publications. The genesis was a practical problem – the disconnect between Chief Privacy Officers of global companies based in the US and local lawyers engaged overseas. It aimed to bridge this gap by analysing privacy laws within the digital ad use case, addressing concerns around identity, personal information, and data storage. Establishing working groups over a year, we navigated complexities across 11 global jurisdictions
Read More: IAB Tech Lab Launches Two Working Groups for AI and Privacy Sandbox
Google Plans to Phase-Out Chrome Third Party Cookies On January 4, 2024
Google revealed that, as part of a plan to phase out third-party cookies, which marketers use to track users, it will start testing a new feature on its Chrome browser. From January 4th, the tech giant will begin its much-awaited purging of the internet’s cookies. It will block them for 1% of Chrome users, or roughly 30 million people. Users will notice a small eyeball logo in the URL bar when Tracking Protection is enabled. In the event of disruption, they will be prompted to deactivate Tracking Protection for particular websites. They will also be given the option to disable it altogether. This marks a significant milestone in Google’s Privacy Sandbox project. The initiative seeks to replace cookies with what it claims is a more effective form of tracking for efficient user privacy.
Google finally intends to phase out third-party cookies
In the second half of 2024, Google intends to fully phase out the use of third-party cookies for users. This marks a significant first step in Google’s Privacy Sandbox Initiative. It aims to replace cookies with an alternative tracking mechanism called “Tracking Protection,” which Google assets in a more privacy-oriented manner. The initiative comes nearly four years after third-party cookies were disabled in Firefox and Safari.
However, the timeline is contingent upon resolving antitrust issues brought forth by the Competition and Markets Authority (CMA) of the United Kingdom. In addition to keeping an eye on the company’s largest revenue stream, advertising, the CMA has been looking into Google’s proposal to stop supporting some cookies in Chrome. This is because the watchdog is concerned it will hinder competition in the digital advertising space.
Read More: Google’s Phasing Out of Third-Party Cookies: A Paradigm Shift in Digital Advertising
How were third-party cookies beneficial to advertisers?
Cookies are unique files that let websites and advertisers track a user’s browsing behavior and identify them individually. Advertisers claim that the removal of cookies from the most widely used browsers in the world will restrict their capacity to gather data for customized advertisements and force them to rely more on Google’s user databases. Online organizations have used third-party cookies as their main method of tracking users’ activities for decades. These cookies give websites the ability to work with different businesses, like Google, to track users’ online activities. A significant change in digital tracking tactics is reflected in the impending demise of third-party cookies.
So-called “third-party cookies” have been the main method used by websites and tech companies to track users online for the past 30 years. For example, after a user has added shoes to their cart, they will see online advertisements for those shoes over time. Third-party cookies come into play here. These cookies enable websites to collaborate with numerous businesses, such as Google, to monitor user activity on the internet. Although it is fantastic for businesses, the fact that so many companies can retain user browsing history is terrible for user privacy.
Privacy Sandbox Initiative
Google stated that users can use the symbol to the right of the address bar to temporarily turn cookies back on for 90 days if necessary. It is incase if the website isn’t functioning properly without third-party cookies. If Chrome detects any problems with a website through indicators like repeated page refreshes, it will prompt the marketer to take this action. Chrome continues to track users, and it does so in a manner different from that of Firefox and Safari. However, the majority of users don’t bother switching browsers, and Google’s brand-new Chrome version is at least better for privacy as it discloses less information about the user’s online activities. As part of the Privacy Sandbox Initiative, Chrome users can choose to enable or disable cookie replacements. If users find the idea objectionable, they can still disable these tools through their browser’s settings.
Read More: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
Optional Tool to disable cookies
Google has added a new set of tools to the Chrome browser. These tools allow it to track users’ online activities in place of third-party cookies. Using this new strategy, users’ data is preserved on their devices by grouping them into discrete “Ad Topics.” Websites can request a user’s classified group but will not obtain personal data. This is different from traditional cookie-based tracking techniques. Websites can ask Google which categories users fall into. However, they will not be able to identify users precisely (at least not with cookies).
A strategic move aligning with rising user privacy concerns
Google’s strategic action is in line with an industry-wide trend toward enhancing user privacy. It is a result of increased regulatory scrutiny and consumer demand for stricter protection against unwanted data tracking and profiling. There will be some bugs because this is a significant alteration to the way the internet functions. Cookies are used for much more than just spying. They also store information about user logins, what they have in their carts, and many other useful features. Despite Google’s efforts to identify and remove malicious cookies, there will always be early failures
Read More: GroupM and Google Announce Post Third-Party Cookie Readiness Program
Perion Acquires DOOH Platform Hivestack for USD $100 million
Perion Network, which uses technology to connect advertisers and consumers across all major digital channels, announced that it has successfully acquired Hivestack Inc. Hivestack Inc. is globally recognized for its innovative full-stack programmatic digital out-of-home (DOOH) offerings. The deal includes a three-year employee retention and performance-based payment plan worth up to $25 million. Furthermore, it also includes US $100 million in cash paid at closing.
Perion’s Acquisition of DOOH platform Hivestack
Ordinary public spaces are transformed into dynamic experiences with DOOH advertising. It engages audiences with personalized, attention-grabbing content in real-time. Using state-of-the-art technology, it targets, delivers, and measures memorable, immersive advertisements that establish a connection between brands and consumers on the go. With the acquisition of Hivestack, a pioneer in programmatic DOOH technology since 2017, Perion is positioned to take advantage of its expected growth and enter an exciting new market.
A broader reach, a broader technology base
- The cutting-edge platform from Hivestack is in use in 32 nations throughout North America, EMEA, LATAM, and APAC. With this global reach, Perion will be able to take advantage of economic trends that affect advertising budgets around the world. Furthermore, it will also be able to provide a range of solutions in these new markets.
- This deal makes a substantial contribution to Perion’s diversification strategy. It will allow the establishment of a significant presence in the rapidly expanding DOOH channel. It is expected to grow at a 15.3% CAGR from US $21.5 billion in 2023 to US $30.7 billion in 2026, as per a PQ Media research report.
- Hivestack provides media owners with a range of specially designed software, such as the Head Bidder, SSP, and DOOH ad server. These are intended to manage, deliver, and optimize targeted advertising on digital screens to efficiently source demand and increase yield.
- In addition to tools for audience planning and campaign measurement, Hivestack’s DOOH DSP offers media buyers strong capabilities for locating ideal inventory and optimizing the efficacy and return on investment of DOOH advertising campaigns.
- This acquisition aligns well with Perion’s retail network strategy. Moreover, it is anticipated to generate opportunities for synergy with the company’s current advertising offering and business.
Read More: Hivestack Partners with Up Media to Expand Thai DOOH Market Share
Hivestack’s DOOH capabilities
GroupM, Dentsu, Uber, Colgate, Lego, InterContinental Hotel Group, Doordash, The Trade Desk, Xandr, Clear Channel, Lamar, and Stroer are among Hivestack’s agency, brand, ad-tech partner, and media owner clients. Perion serves clients like DraftKings, Kroger, Albertsons, BMW, HBO, and Nike. Through the acquisition, Perion will be able to expand its DOOH capabilities. Perion operates in all of the major digital advertising channels, including search, social, display, video, and connected TV. Perion has a $1.3 billion market capitalization and trades in both New York and Tel Aviv. Unlike many tech companies, Perion has produced positive returns over the previous five years.
Here’s what they said
Tal Jacobson, CEO of Perion said
We are excited about the acquisition of Hivestack, which both complements and advances our long-term growth strategy. Hivestack’s DOOH technology platform stands out by offering brands and advertisers what they crave the most: high-visibility creative, precise targeting, immediate impact, wide reach and measurement. In addition to advancing our diversification strategy, this transaction aligns with our objective to expand our technological capabilities and product offerings, and we will continue to pursue additional inorganic growth opportunities. We welcome Hivestack and its impressive team of professionals to Perion. We look forward to capitalizing on the synergies between Hivestack’s technology and Perion’s existing solutions, to provide clients an even more comprehensive, end-to-end offering.
Andreas Soupliotis, Founder and CEO of Hivestack, stated,
Joining Perion marks a significant milestone in our journey. The strength of our technology, coupled with Perion’s market expertise and compelling advertiser solutions, will result in new synergetic solutions that resonate with customers on a worldwide scale. We are thrilled about the endless possibilities that this unlocks.
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