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’
Mediahub Wins Arla Foods’ Media Account in ANZ
Arla Foods has appointed Mediahub as its strategic media partner in New Zealand, extending the agency’s relationship with the brand; it was previously appointed media agency of record in Australia in 2022. The agency will manage the global dairy cooperative’s brands in New Zealand through full-funnel strategy, planning, and buying across all channels.
Arla Foods awards its media account to Mediahub in ANZ
Strategy and planning have already begun with the first campaign anticipated to launch in the market in early 2025. New Zealand was added to Mediahub’s operational scope last year. Sue Squillace, Mediahub CEO ANZ, said the use of already established, local, performance-focused teams who are able to respond to changing market conditions was part of the agency’s ambitious growth strategy, and its bid to become one of the strongest media brands in ANZ.
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Here’s what they said
Sue Squillace, Mediahub CEO ANZ, said the appointment strengthens the agency’s ability to strategically collaborate with global brands regardless of location and its trans-Tasman offering.
“We couldn’t be more thrilled to extend our strategic partnership into New Zealand and we look forward to being part of Arla’s ambitious growth journey of all their iconic brands on both sides of the Tasman. Arla Foods joins a growing list of clients who are seeing the benefits that Mediahub’s trans-Tasman model is having on their business, including New Balance and Bosch.”
Marion Roberts, general manager Arla Foods Australia and New Zealand, said,
“Our relationship with Mediahub has gone from strength to strength, they have shown a deep commitment to understanding our consumers and brands and have consistently delivered successful integrated campaigns for Castello Cheese and Lurpak Butter. We look forward to the seeing the benefits of this thinking translated to our New Zealand business.”
Hugo Winter, GM, Mediahub, New Zealand added,
“We are truly excited to welcome Arla Foods as one of our foundation clients at Mediahub New Zealand and supporting our Australian counterparts to deliver local expertise. We look forward to working with Mai and the team to deliver stand out media solutions to help them grow their already iconic brands Lurpak and Castello.”
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FIFS Appoints Neil Castelino as New CEO
The Times of India Appoints Gaurav Mashruwala as President – Times Experiences
Bennett, Coleman & Co. Ltd. (The Times of India) has appointed Gaurav Mashruwala as President – Times Experiences, the company’s new experiential marketing vertical.
As President – Times Experiences, Gaurav will be responsible for overseeing the growth and profitability of the company’s experiential marketing business. He will lead the creation and execution of innovative experiential solutions, including brand IPs, brand solutions, and Business conclaves. He will drive a comprehensive revenue strategy for the experiential business, maximize the potential of existing IPs, design new creative formats, and spearhead new business ventures. He will help add an accelerator to the Experiential Marketing Business unit by identifying Market opportunities and challenges, leveraging new technologies and platforms to generate offerings, solutions, and business models (both B2B and B2C).
Gaurav, a commerce graduate from University of Mumbai and an MBA from KJ Somaiya, is an accomplished business leader with over 24 years of experience. Gaurav brings with him a wealth of experience and expertise across media, entertainment, and sports. In his earlier role as Vice President and Business Head for INS Live business at Viacom18 Media, Gaurav was responsible for driving business growth and managing P&L.
Read more: Times Network acquires Digit.to boost presence in Tech & Gaming communities
Madison Media Alpha Secures Pilgrim India’s Media AOR
Madison World’s Madison Media Alpha has been designated Pilgrim’s media agency of record. The agency will manage the brand’s entire media mandate.
Madison Media Alpha wins Pilgrim India’s media agency of record
With over 100 SKUs in facecare, haircare, and skincare products, makeup, and fragrances, Pilgrim is a rapidly expanding beauty and personal care brand founded in 2019 by IITians Anurag Kedia and Gagandeep Makker. PETA and the FDA have approved the ingredients used in the brand’s wide range of beauty products, which are sourced from around the globe.
Read More: Criteo Collaborates with Microsoft Advertising to Drive Retail Media Growth
Here’s what they said
Speaking about the agency’s appointment, Anurag Kedia, co-founder of Pilgrim, commented,
“We are excited to partner with Madison Media Alpha, a leader in the media industry. Their innovative approach and expertise in media strategy align perfectly with our vision to expand Pilgrim’s reach and strengthen our brand presence across India.”
Commenting on this win, Vishal Chinchankar, CEO, Madison Digital & Madison Media Alpha, said,
“This partnership represents a powerful union of Pilgrim’s vision and Madison’s expertise in delivering innovative and impactful media solutions. We look forward to making Pilgrim a house-hold name in the country.”
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Ayekart Partners with Grameen Foundation to Offer Ayekrishi as Platform-as-a-Service (PaaS)
![Ayekart, Grameen Foundation India, agrifood fintech, Farmer Producer Organisations, financial inclusion, women, empowerment,](https://adtechtoday.com/wp-content/uploads/2024/07/Ayekart_Grameen_2-scaled.jpg)
![Ayekart, Grameen Foundation India, agrifood fintech, Farmer Producer Organisations, financial inclusion, women empowerment,](https://adtechtoday.com/wp-content/uploads/2024/07/Ayekart_Grameen_3-scaled.jpg)
Adelaide Strengthens Team with Claire Browne as New Head of Research
Adelaide the leader in attention-based media quality measurement, is thrilled to announce the appointment of Claire Browne as its fractional head of research. In her role, Browne will lead the strategic direction of Adelaide’s research initiatives and represent the company’s interests on industry councils, such as the Advertising Research Foundation’s (ARF) Board of Trustees. Her expertise will be instrumental in driving Adelaide’s continued growth and further enhancing the integrity of its media quality metric, AU.
With more than three decades of media research experience, Browne has been at the forefront of leveraging advanced analytics to foster growth and innovation for brands, agencies, and media owners. During her sixteen years at RPA as VP/director of media research, Browne founded and led the Media Research practice, working with brands including American Honda Motor Company, La-Z-Boy Furniture Galleries, CoStar Group, Marathon Petroleum, Viking Cruise Lines, and Southern California Edison. Her work at RPA significantly enhanced client planning and investment strategies and ROI measurement by integrating new and emerging media datasets into implementation and optimization tactics.
Browne’s career has been marked by numerous leadership positions across notable industry organisations on the sell side. She served as media research director at Ampersand, Client Partner at Razorfish, Inc., account director and later director of new business development at CKS Partners, director of research at Sony Worldwide Networks, and research director at Katz Media Group, a subsidiary of iHeartMedia, Inc. Currently, Browne is a strategic advisor for Who’s Watching TV, LLC, which provides integrated data reporting solutions to the media industry.
Formerly representing RPA as a member of the ARF’s esteemed Board of Trustees, Browne will now continue her service with Adelaide, establishing the company as the first attention measurement firm on the board. Browne also made significant contributions to advancing media research and measurement standards during her nearly five-year tenure as a member of the Media Rating Council (MRC) and role as a charter participant in the US Joint Industry Committee (JIC) while at RPA.
Marc Guldimann, CEO of Adelaide said,
“Claire’s extensive experience and innovative approach to media research are vital as we strive to increase the transparency of media quality and set new standards in media measurement,”
“We’re thrilled to have her lead our research efforts and represent our interests within the broader industry.”
Reflecting on her new role, Browne said,
“I am excited to join Adelaide and look forward to driving a shared vision forward: enhancing how media quality is measured and valued across the industry.”
Read more: IPG Mediabrands Partnership with Adelaide Activates New Era in Media Quality Management
Channel Factory and Ad Fontes Media Launch Digital Media Solution Focused on Brand Safe and Reliable News Content
Advertisers have grappled with the complexities of an online media landscape saturated with misinformation and provocative content for more than a decade. To reduce potential conflicts with brand safety standards, many digital advertisers have resorted to excluding news content from their media plans, cutting off revenue to credible news outlets.
By leveraging Ad Fontes Media’s responsible journalism insights with Channel Factory’s brand suitability and safety contextual awareness, reliable and diverse news organizations that were previously blocked will be curated and available to advertisers.
Vanessa Otero, founder and CEO of Ad Fontes Medias said,
“As the 2024 U.S. presidential election nears, it’s more important than ever for citizens to get minimally biased and highly reliable news so they can make informed choices when they go to the polls,”
“Our collaboration with Channel Factory addresses the ongoing crisis of credible journalism by ensuring advertising revenue goes to credible news outlets instead of purveyors of brand-unsafe, dubious content.”
Read more: Channel Factory appoints Chirag Bhatia as Managing Director
Recent research released by Stagwell at the Future of News summit showed that news inventory typically performs equally well as sports and entertainment content, and is better than average for the 11% of consumers who are avid news followers.
When unblocked, news and political content can deliver roughly 16% of total campaign impressions vs. 0% when the impressions remain blocked. Through this partnership, political advertisers and mainstream and mission-driven brands will have increased capabilities, including:
- Target consumers of various affiliations with key messaging in contexts that align with (or challenge) their personal leanings.
- Unlock large pools of ad inventory within credible news channels on social media without sacrificing brand safety.
- Target their messages to voters while ensuring their ads run against credible content.
Phil Cowdell, Global Chief Strategy Officer of Channel Factory said,
“The industry standards that have been built in the name of brand safety and suitability were well-intentioned, but have had unexpected consequences. One of these has been the overblocking and demonetization of responsible news – and that is not only bad for the advertiser but for all of society,”
“Ad Fontes and Channel Factory share a similar mission to create a more appropriate, responsible, and trusted media landscape.”
To learn more about this partnership, please visit ChannelFactory.com or adfontesmedia.com.
About Channel Factory
Channel Factory is a global technology and data platform that maximizes both business performance and brand reputation for advertisers without compromising on either through contextual targeting on YouTube and digital video. Channel Factory’s technology platform, ViewIQ, analyzes all YouTube channels and videos to ensure ads run on brand-suitable and contextually relevant content. Channel Factory maximizes performance for advertisers on YouTube through managed service or self-service dynamic inclusion and exclusion lists, easily implemented through DV360 or Google Ads. Our platform is built to meet the needs of advertisers, offering standard IAB category lists or highly customized content lists in 49+ languages.
About Ad Fontes Media
Ad Fontes Media is the producer of The Media Bias Chart®, which rates media sources in terms of political bias and reliability. The company was founded with the mission of rating all the news to positively impact the media ecosystem. Ad Fontes Media rates content at the source level, article level, and episode level using a combination of human analysts and AI for the most accurate and real-time ratings available on the market. The company’s Interactive Media Bias Chart Data Platform, API, and direct ad-tech integrations allow Ad Fontes Media’s brand, media, and media technology partners to leverage its comprehensive news source ratings so they can engage with them in real time in media planning, activation, and reporting.
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VIOOH Announces New Board Chair Nick Parker, a Highly Regarded Figure of the OOH Industry
VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, announced that after five years of service as non-executive chair of VIOOH, Spencer Berwin – a former co-CEO of JCDecaux UK – will be stepping down from his position as non-executive chair and member of the board of VIOOH.
As a succession to Spencer Berwin leaving the board, Nick Parker has been appointed as board member and non-executive chair of VIOOH, effective from 2nd September 2024.
Nick is a global leader of the OOH media industry, and a highly regarded and praised veteran of WPP – one of the leading media agency groups – who has been at the centre of the growth and evolution of the OOH media over the last 25 years. In his global role at WPP, Nick grew Kinetic’s influence, making OOH more accessible to advertisers, and pioneered Kinetic in its transition into programmatic trading, enabling multiple brands to benefit from programmatic DOOH’s unique capabilities.
Nick brings a wealth of experience which will undoubtedly help accelerate VIOOH’s growth in two of its most strategic initiatives: growing partnerships with media owners in the 22 markets where VIOOH already operates and through partnerships with +40 DSPs globally, and strengthening relations with digital media agencies globally to grow global DOOH programmatic ad spend.
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Outgoing chair Spencer Berwin said,
“It has been my greatest pleasure to support VIOOH as its non-executive chair since its creation. VIOOH has gone from strength to strength since it launched in June 2018, growing at an exponential pace and expanding its geographic footprint. Along the way, VIOOH has gathered a unique set of talents and been able to fulfill its role of accelerating the digital and programmatic transformation of the OOH media channel. I wish Nick every success in his new role.”
Incoming chair Nick Parker said,
“I could not think of a better position to leverage my passion for this media, with my global experience of the OOH ecosystem and relations with major stakeholders of the OOH industry. VIOOH has grown significantly over the past six years, expanding its footprint over four continents and positioning itself as a premium tech powerhouse, which made the opportunity to join its board as non-executive chair and to continue the next phase of growth a no-brainer. I look forward to working with the VIOOH leadership team and the wider VIOOH board.”
VIOOH chief executive officer, Jean-Christophe Conti said,
“This is a truly exciting time for VIOOH, to have the privilege of working with a leader in the OOH media industry such as Nick. I am looking forward to working with him to support VIOOH in its overall mission to build the leading global programmatic DOOH ecosystem. Helping to guide VIOOH to accelerate its strategic agenda, unlock further opportunities and keep building a platform with innovative features will enable new digital buyers to embrace the benefits, values, and growth potential of programmatic DOOH.”
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