Lemma and Phi Advertising Collaborate to Bring Programmatic Advertising to UAE Market
Lemma, an independent Supply Side (SSP) Platform for DOOH & Phi advertising has partnered to make Phi’s digital billboards available for programmatic purchase on Lemma’s SSP platform. The new partnership will allow global advertisers to use Phi’s premium digital billboards through Lemma’s platform.
Phi and Lemma are teaming up to expand the reach of global advertisers by making Phi’s high-traffic roadside digital billboards available for programmatic purchase through Lemma’s platform. This will allow advertisers to access Phi’s inventory in premium locations in UAE and Lemma’s platform will connect with leading global DSPs for this purpose.
Lemma will assist Phi in increasing their digital billboards’ usage and revenue potential by providing programmatic features such as real-time ad synchronization with data like weather, traffic, footfall, etc. This will help Phi to achieve higher fill rates and better returns on their digital out-of-home inventory.
Phi is integrating 50% of its digital billboards into Lemma’s platform, with the goal of making its entire network available for programmatic purchasing. The billboards are strategically placed and designed to easily catch attention, allowing brands to connect with relevant audiences using insights, creativity, and innovation.
And that’s what they said
“For years, brands struggled to measure the effectiveness of out-of-home ads. But with Lemma programmatic DOOH solutions, we are confident to promise our clients a high precision targeting and clear-cut ROI for a broadcasted reach,”
said Bashar Dababneh, Head of Marcomms at Phi Advertising
Sabarish Pillai, Global Programmatic VP, Lemma said that they are excited to work with PHI advertising and that they look forward to collaborating with their team to bring about a new wave of change in the DOOH space.
“The demand for programmatic DOOH is on the rise, and to keep pace with this demand, we at Lemma are onboarding leading providers like Phi advertising to bring more prime and quality inventory to the mix.”
Continuum Media is Lemma’s local partner, driving demand for Programmatic DOOH in the MENA region.
“This is just another successful beginning to our expansion in the Middle East. We are pleased to have phi screens onboarded with us. It’s only a matter of time before this brings about a significant shift in outdoor advertising,”
said Mohammad Nayeem, sales director of EMEA, Continuum media.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising
Brightcove Partners With Magnite To Boost Ad Monetization
Brightcove enters into a strategic partnership with Magnite, the world’s largest independent supply-side advertising platform. Magnite will power advertising for Brightcove customers’ growing fill, and delivery to increase customer revenue. Brightcove has supported standard integrations of SSP and ad servers. Brightcove, the company that offers streaming technology solutions, is going to integrate the SpringServe ad server as well. This integration will enable publishers to have more authority, understanding, and clarity on the available ad inventory to better monetize their content.
The streaming company reviewed a large amount of data from ad-supported play requests on its top Server Side Ad Insertion service. As a result, it identified a significant opportunity to support its customers in maximizing revenue from unsold advertising inventory.
By incorporating Magnite’s SSP functionality into its offering, Brightcove will be able to provide its customers with new revenue-generating opportunities. The integration with SpringServe ad server will give these customers increased visibility into available ad inventory and a powerful means to optimize the monetization of their video content.
And what they said
Marc DeBevoise, CEO of Brightcove said,
“The needs of our large, global customer base are constantly evolving, and we are committed to evolving our solutions for them, including supporting our customers’ efforts to monetize their video content. This integration with Magnite and SpringServe is a key step to enabling us to provide our customers with best-in-class solutions to meet their needs, allowing them to increase their ad fill rate and generate better CPMs.”
Sean Buckley, CRO of Magnite said that they are excited to collaborate with the Brightcove team to provide seamless monetization opportunities to its high-quality video streaming customers.
“With our new integration, Brightcove customers will gain access to video-centric advertising tools and real-time reporting across their traditional direct and programmatic sales channels. We’re also working with Brightcove on unique ways to enrich the value of customers’ video inventory by packaging information such as content metadata in a way that’s easy for ad buyers to leverage.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
‘Dentsu Curate’, Programmatic Supply Solution Launches In India
Dentsu Programmatic has launched its strategic programmatic supply solution ‘Dentsu Curate’ in India. Dentsu Curate offers advertisers the first-of-its-kind opportunity to target quality, fraud-free, brand-safe, and viewable inventory, It allows them to improve performance and increase operational efficiency.
It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners. Dentsu Curate was first introduced in APAC. It is built on Dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships.
For the uninitiated, programmatic advertising helps advertisers target specific audiences and improve the efficiency of their advertising campaigns. For instance, advertisers can buy more than one DSP (Demand Side Platform) that is connected to several SSPs (Supply Side Platforms). As a result, they will have access to all the channels and publishers in the region. However, it can be challenging to reach addressable audiences without increasing costs. With Dentsu Curate, Indian advertisers will have access to addressable markets across Display, Mobile, CTV, DOOH, and native.
Read more: Connected TV Explained: The Essential Glossary Of CTV
And that’s what they said
Speaking on the launch, Divya Karani, South Asia Chief Executive Officer, Media, dentsu said,
“Dentsu Curate offers our clients’ assurance and trust in maximizing fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfill these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”
Salil Shanker, Chief Operating Officer, Dentsu Programmatic added,
“At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.”
Saagar Sethi, President Amplifi India said,
“It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”
Read More: The Ultimate A-Z Glossary Of Digital Advertising!
Double Verify Extends LinkedIn Partnership To Launch Brand Safety Hub
Double Verify, a leading software platform for digital media measurement, data, and analytics expands collaboration with LinkedIn to launch DV Custom Contextual and DV Authentic Brand Suitability on LinkedIn Audience Network. Together, they will provide mutual clients with scalable solutions to reach audiences, in contextually appropriate and relevant environments, at the right time – to help maximize campaign performance.
The two solutions empower advertisers to ensure their campaign impressions are delivered on inventory that aligns with their brand safety, suitability, and contextual needs. This DoubleVerify expansion is part of LinkedIn‘s plan to roll out a safety hub for its LinkedIn Audience Network. It also includes a list of publishers, as well as the ability to upload and apply block lists and custom-allow lists.
How will the advertisers benefit?
DV Authentic Brand Suitability goes beyond standard categories and keyword blocklists and offers customized protection to advertisers to avoid unsafe and unsuitable content before placing a bid. DV Custom Contextual provides advertisers with a scalable solution to reach the right audiences, at the right time – driving outcomes for brands.
As part of this release, the company builds on its previous work with LinkedIn to provide brand safety floors and invalid traffic protections on LinkedIn Audience Network. It ensures advertisers are protected from universally unsafe content. Through the Brand Safety Hub, LinkedIn aims to help marketers boost their advertising campaigns on the LinkedIn Audience Network, while also allowing them to customize their brand safety guidelines.
And what they said
Steven Woolway, EVP, Business Development at DoubleVerify said,
“Our work with LinkedIn underscores DV’s continued leadership position in optimizing media quality and performance holistically across the digital media landscape providing our advertisers the confidence to invest across channels and environments.”
“LinkedIn is a leading platform for B2B digital advertising, and we are thrilled to collaborate to support brand suitability and contextual targeting.”
Adweek reported that LinkedIn vice president of product Abhishek Shrivastava said in a statement,
“Through our work with DoubleVerify, we’re continuing to empower our customers to scale their marketing across our network of publishers to reach and engage a professional audience. The evolution of our collaboration reinforces our goal to foster a safe and trusted ecosystem with added controls to help customers drive better value from their campaigns.”
Read More: The Journey From Deterministic To Probabilistic Marketing
Brightcom Partners With Intent IQ To Strenghten Its Adtech Offering
Brightcom, a publisher-side platform, is partnering with Intent IQ, an identity verification company. This will allow Brightcom to take advantage of Intent IQ’s bid enhancement service. It aims to better identify IDs in a cookieless environment, leveraging and maximizing monetization for Brightcom’s publishers’ portfolio.
Read More: Walmart Connect: Walmart’s Ambitious Advertising Plans For Its Programmatic Platform
Details: With this partnership, Brightcom Group intends to enhance its bidding capability in RTB and programmatic advertising environments. The loss of cookies in browsers makes it increasingly difficult to target online ads. Therefore Intent IQ’s identity device graph will aggregate Brightcom’s publisher SSP and DSP IDs into one Intent IQ Person ID. It will do this while returning partner SSP and DSP IDs when those are missing. CEO Etai Eitany stated that Brightcom is known for its ability to help site owners and applications generate revenue across a variety of devices and environments, such as display, audio, and video.
Intent IQ is a subsidiary of AlmondNet Group that holds 150 patents mostly related to ad targeting. The company currently uses first-party ID clustering as part of its targeting process. First-party IDs are grouped into interests, or mobile app IDs are grouped into devices visited by the browser. Intent IQ supports third-party cookie and cookieless environments, such as Safari and the future Chrome.
What’s ahead: eMarketer reports that US advertisers spent 41.2% more on programmatic display ads in 2021—the biggest annual increase since 2016. It is expected to reach $141.96 billion in 2023.
In spite of lingering uncertainty as third-party identifiers are slowly phased out, programmatic advertising is booming. It is expected to provide the required transparency to the marketers for their campaigns, especially in a cookieless environment. This works only if advertisers know where their ads are appearing and what kinds of audiences see them. Therefore, programmatic advertising can gain ground when advertisers, ad tech platforms, and publishers work together for a new normal.
Read More: Omnicom Media Group Sets Up Industry’s First Programmatic Private Marketplace
Integral Ad Science Reports Strong Q4 Earnings With CTV Growth
With a focus on measurement and ad verification, Integral Ad Science is pursuing two trends: contextual targeting and connected television (CTV). The company, which reports quarterly earnings, earned $323.5 million last year, an increase of more than a third from 2020. However, Integral’s net loss grew year-over-year as well, from $32 million to $52 million. CEO Lisa Utzschneider told investors that the key focus of the company is ‘growth’.
The recent significant acquisitions have enabled IAS to acquire key technologies, services, and global teams in key growth areas, such as CTV, contextual targeting, social media, and supply chain optimization.
It has now hired over 100 people every quarter, more than any previous quarter. In Q4, IAS’ biggest acquisition, Publica, brought in $7.5 million of total revenue. Publica was acquired for $220 million, the largest of three acquisitions IAS made last year. The Publica business is only 8% of Integral’s total revenue at the moment, but it’s a key component of Integral’s expansion into CTV. Lisa Utzschneider, CEO of IAS joined in late 2018. As stated by AdExchanger that Moat lost shares and customers following its acquisition by Oracle Data Cloud, leaving IAS and DoubleVerify, which also went public last year. To chase the CTV opportunity, however, means competing with other players, such as Nielsen.
Interesting Read: All You Need To Know About Connected TV Advertising!
A CTV ad server, such as Publica, can gather supply-side information, like the app or show in which an ad appeared, or the type of video content, in order to improve ratings for TV campaigns. Many global publishers have chosen Publica to power their ad serving and to accelerate their CTV strategies. These include new integrations with rlaxx TV, VlogBox, and WPSD Local 6 as part of Paxton Media Group.
Utzschneider told AdExchanger, “It’s helping us launch differentiated products that our competitors just can’t build.”
Even though CTV is the biggest growth prospect but counterintuitively programmatic continues to be a tailwind for the business, and it continues to drive accelerated growth. Advertiser-direct, programmatic, and supply-side are the three main revenue areas for IAS. Advertiser direct revenue climbed 7% year over year, including revenue from the open web and social platforms. The fourth quarter’s programmatic revenue increased by 43% year over year. On a combined basis, advertiser revenue accounted for 84 percent of total revenue. The programmatic segment is expected to surpass the advertiser direct segment in the first quarter of 2022 as the largest component of total advertiser revenue.
A key driver for programmatic growth is the company’s contextual advertising product, which directs advertising dollars into brands-safe or brands-appropriate content. It also reconciles campaigns when ads are delivered to inappropriate media for brands. A potential investor asked in the earnings call whether geopolitical tensions (referring to the invasion of Ukraine by Russia) and increased online attention and social media content related to those “events” influence IAS’ interactions with advertisers. Utzschneider said,
“In terms of geopolitical events, our technology and services have never been more relevant. It’s — the relevancy has carried throughout this year, last year, given all of the unprecedented events that we have all experienced. And again, marketers, they continue to lean into our brand safety, brand suitability solutions, especially as we’re seeing that rapid adoption on the social platforms, the dynamic nature of social platforms and also the unpredictability of the content.”
Interesting Read: How Advertisers and Brands Are Responding To The Ukraine Crisis
Buzzfeed Integrates Yahoo’s Alternative To Third-Party Cookies
The second phase of Yahoo and BuzzFeed’s strategic relationship was unveiled recently. This phase focuses on expanding addressable audience pools, which will provide advertisers with the scale they need as the usage of third-party cookies decreases, resulting in more programmatic advertising revenue.
Advertisers that use Yahoo’s supply-side platform will get priority access to BuzzFeed’s network of sites, which includes BuzzFeed News, Tasty, HuffPost, and others.
According to Iván Markman, Yahoo’s chief business officer, BuzzFeed will integrate Yahoo’s identity tech products, ConnectID, and Next-Gen Solutions, combining its first-party data with Yahoo’s to generate an addressable audience of over 148 million individuals.
Markman added –
“We need to have solutions for publishers with first-party data and those without first-party data. And because we treasure our consumers, in order to do that we need to have a community garden, as opposed to a walled garden, where we partner with like-minded publishers to help all of us grow.”
Interesting Read: End Of Third-Party Cookies, What Is There For Marketers: Takeaway!
The agreement will assist both publishers to expand their advertising and data functionality, as well as boost audience scale, ahead of the looming deprecation of third-party cookies.
According to Ken Blom, SVP of ad strategy and partnerships at BuzzFeed, by giving preferential programmatic access to advertisers leveraging Yahoo’s SSP, BuzzFeed intends to enhance demand for its inventory and create greater ad revenues.
Preferred access allows BuzzFeed to establish arrangements with advertisers that use the platform ahead of time, such as ensuring them access to certain audience groups. This ensures that advertisers achieve their goals at scale, while BuzzFeed has access to the most diverse demand conceivable.
Also Read: Quick Guide: Top Programmatic Trends To Keep An Eye On In 2021
AMC Networks Offers Programmatic Addressable Advertising On Linear TV
An industry first, AMC Networks makes addressable programmatic television advertising a reality. It announced a partnership with two of the biggest names of adtech – Trade Desk and Magnite.
The First Of Its Kind
The cable programmer worked on several campaigns with national advertisers to enable programmatic and addressable buying on linear television. The new capability allows advertisers to buy live TV inventory with the same type of automated technology traditionally reserved for digital.
For more than a year, AMC Networks has been working to make it possible for advertisers to buy linear TV through automated and programmatic platforms. The aim was to enable advanced and automated buying tools, with enhanced targeting around popular and high-quality content.
Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks pledges to work on 100% linear reach addressability. He also added that providing a full range of advantages on linear television will be the prime focus of the advertising partnerships
“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by providing advanced programmatic buying, with full addressability, on linear television.”
Interesting Read: All You Need To Know About Connected TV Advertising!
Successful Pilot Experiment With The Advertisers
The cable programmer enabled the addressable TV capabilities in Q3. It teamed up with The Trade Desk and sell-side platform Magnite to implement addressable programmatic buying for major advertisers like Best Western, Smithfield Foods, Securian Financial. In a statement, AMC Networks said all these clients continued to stay live in the fourth quarter. It is also working to expand the current brand partners and add new ones.
In the past, such buys were only available for AMC Network’s web content, which is generally less expensive. Programmatic buys on linear TV involve advertisers cross-referencing their own first-party datasets with those of media owners to improve their audience targeting. This is usually accomplished using an encryption tool such as a data clean room.
Crucial Partnerships
AMC Networks claims the partnerships are crucial in an effort to protect the core linear product. In partnership with Magnite, the cable programmer intends to make linear reach 100% addressable, regardless of where the consumer views the advertising.
Matt McLeggon, senior vice president of advanced solutions, Magnite said,
“The work we’ve done with AMC brings the full power of programmatic execution to linear TV for the first time and gives advertisers the technology they need to holistically manage campaigns across CTV and linear TV.”
AMC claims an ideal partnership with trade Desk, a buy-side tool popularly known as a demand-side platform. Owing to the Trade Desk’s wide base of media buyers., more advertisers can access inventory.
Tim Sims, chief revenue officer, The Trade Desk said that the partnership will bring advertisers all the advantages of programmatic plus the opportunity to buy high-quality content like never before.
“Giving advertisers the access to a new pool of premium inventory and the ability to use their first-party data through this linear addressable capability is a perfect match.”
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
FoxPush Launches The First Middle East Supply-Side Platform
Dubai-based FoxPush announced the launch of the Middle East’s first supply-side platform (SSP). It is the region’s first company to provide a full-stack solution for publishers and advertisers. The platform gives publishers access to high-demand premium content while providing advertisers with greater transparency and visibility of the marketplace. Moreover, it helps the buyers and sellers maximize the revenue they have made through the brand management of their companies.
Interesting Read: Programmatic Advertising Platforms in 2020: A Complete Guide
How Will The Supply-Side Platform (SSP) Help The Publishers?
The supply-side platform allows web publishers to control their ad space and leverage ad revenue. FoxPush promises a 90 per cent+ fill rate by introducing SSPs in the Middle East and hopes to enhance the advertising space to a great extent. Considering the standard practices of the regional market, the company has created a tailor-made platform for MENA-based advertisers.
-The new technology will help publishers increase their revenue through premium advertising.
-A unique lead generation tool is provided to improve the user experience on publishing sites.
-The software can detect languages such as English or Arabic based on keywords, domain links, and creative images of the ad. As a result, it allows publishers to block the display of inappropriate ads on their pages.
Read More: JGroup and FoxPush Announces World’s First Arabic Demand Side Platform.
That’s What They Said!
JGroup has made an investment of USD 15 million in FoxPush. Founder and CEO of JGroup, Imad Jomaa, says that FoxPush will enable publishers across the Middle East to enhance their offerings.
“Supply-side platforms are among the leading players in the online advertising ecosystem, and the launch of the Middle East’s first built SSP is a milestone achievement for the whole MENA advertising industry.”
He further added,
“We are glad to see FoxPush keep on track with global innovation to quickly adopt the latest technologies to offer consumers within the regional market with the latest standards in the industry.”
Ahmed Elsayed at FoxPush commented,
“FoxPush is an innovative player in the supply side platform space, being the first organization to bring in certain aspects of the technology in the MENA region. We are excited to see the potential of the platform in the region and aim to strengthen the brand presence of companies across the region.”
Interesting Read: A One-stop Guide On All You Ever Need To Know About AdTech In 2020
Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
The Trade Desk, a global advertising technology leader, enters into a partnership with the Choueiri Group. The latter is a leading media representation group in the Middle East that shares close ties with the region’s largest broadcasters and publishers.
Why this partnership?
The partnership will provide greater access to programmatic ad inventory in the Middle East region. It will allow advertisers to launch and manage their digital campaigns across multiple channels like DOOH, Connected TV (CTV), desktop, and mobile.
Trade Desk and Choueiri Group: An Expertise Exchange
Choueiri’s extensive inventory will offer scale to the brands. Advertisers will also benefit from Trade Desk’s enhanced measurement and data capabilities. It will help them to provide a better customer experience and advanced campaign performance. Choueiri’s newly formed in-house agency, InMotion FZ LCC, will also utilize Trade Desk’s technology to assist local brands to meet their marketing targets.
The partnership will provide global and local brands access to Choueiri Group’s range of inventory across MENA, Europe, and Japan.
Relevant Read: Trade Desk Partners With Samsung Ads For Programmatic CTV
That’s What They Said
Phil Duffield, UK Vice President at The Trade Desk, said,
This partnership combines The Trade Desk’s technical prowess with the Choueiri Group’s unrivalled media connections – a powerful combination for advertisers. Together, we will bring advertisers a media-buying experience that’s independent, objective and helps them reach audiences through data-driven targeting
He also said that the TD was especially enthralled that Choueiri Group will be able to use their platform, which just underwent the most significant update in its history, to push digital advertising ahead in the region. Duffield further added –
The MENA region, with Choueiri Group at the forefront, is on an exciting journey of digital transformation and we’re delighted to be providing them with the tools to make the most of every opportunity
Michel Malkoun, Chief Growth Officer at Choueiri Group added that they are thrilled to work with the top-class platform with advanced expertise, The Trade Desk. He further said,
There has long been a gap between planning and delivery when it comes to programmatic in MENA, but through this partnership, we can join up the process and drive better results, elevating the perception of this type of advertising technology in MENA.
Malkoun said that they are eager to leverage this relationship to combine more thoughtful, data-driven buying methods and fully use The Trade Desk’s platform’s capabilities.
The partnership will be officially live by the end of 2021.
Also Read: All You Need To Know About Connected TV Advertising!