Instacart and The Trade Desk Partner To Boost CPG Advertising
The world leader in advertising technology, The Trade Desk, and North America’s top grocery technology company, Instacart, have announced a fresh collaboration. Through this collaboration, a limited number of CPG marketers will be able to leverage the strength of retail media in their programmatic campaigns. The alliance also hopes to increase the data-drivenness of CPG advertisers’ media buys on The Trade Desk. Based on customer activity and product purchase data from Instacart, it will allow them to connect with audiences that are interested in making a purchase.
Media buys for CPG advertising
GroupM and Beam Suntory are going to be pilot partners. With The Trade Desk, they will soon be able to develop and engage Instacart’s knowledgeable audiences for omnichannel advertising purchases. This data-driven strategy enables CPG brand partners to expand their reach outside of Instacart’s platform. Additionally, companies may reach highly motivated customers through The Trade Desk’s CTV and display channels before they even buy groceries.
Audience segmentation benefiting CPG marketers
Brands on The Trade Desk will have access to category-based purchase data from Instacart. They will be able to create more expansive, highly targeted audiences as a result, reflecting the purchasing habits of customers across the more than 1,400 retail banners that make up Instacart’s Marketplace in North America. Through the relationship, pilot brand partners can create audience segments based on categories. This can be achieved by layering their programmatic advertisements in The Trade Desk with exclusive Instacart data.
- Bought their category but not their brands
- Bought their brand
- Lapsed brand purchase
- Audiences who have never purchased their brand
Read More: New ‘Instacart for Shopify App’ Revolutionizes Merchant Advertising
Instacart – The Trade Desk Partnership
More than 5,500 brand partners on and off Instacart receive value from Instacart, which is dedicated to fostering growth and providing value. With the Trade Desk relationship, Instacart is demonstrating its ongoing commitment to supporting marketers’ off-platform solutions. To assist CPG clients in gauging the effect of streaming TV advertisements on e-commerce platforms, Instacart introduced the first set of off-platform measurement capabilities in April in partnership with a top manufacturer of CTV devices.
Here’s what they said
Ali Miller, VP of Ad Product at Instacart said,
Brands continue to tell us that they are looking for performant, data-driven solutions to maximize their return on investment. Instacart is attractive to marketers who want to drive results by reaching high-intent consumers, on a platform enhanced by our depth of consumer behavioral data and highly measurable outcomes. Now, we can help brands expand their reach to audiences off our Marketplace via our partnership with The Trade Desk. It’s critical for brands to reach consumers at scale, and ultimately drive purchase – and we’re excited to provide new solutions to help achieve those goals.
Ben Sylvan, Vice President, Data Partnerships, The Trade Desk added,
Instacart brings a wealth of valuable life stage and verified purchase data to our platform for CPG advertisers. Instacart-informed audiences will help The Trade Desk advertisers be a lot smarter with their media buying across the open internet, enabling them to reach their most valuable buyers. We’re excited to see how these advertisers can come up with new, innovative campaigns, especially on connected TV.
Brittney Duncan, Sr. Director NA Media & Digital Marketing, at Beam Suntory stated,
As a world leader in premium spirits, Beam Suntory is driving growth through quality craftsmanship, consumer connections and entrepreneurial spirit. Retail media is an important channel in our portfolio marketing mix and Instacart Ads continue to drive performance for our brands. Instacart’s new partnership with The Trade Desk provides an opportunity for us to scale our retail media efforts across our programmatic campaigns, and inspire even more like-minded customers to enjoy our premium spirits.
Lauren Lavin, Executive Director, Commerce, GroupM Nexus North America commented,
Over the last few years, retail media has emerged as a highly valuable lever for us to connect our clients with high-intent consumers directly at the point of purchase. GroupM continues to secure first-to-market opportunities, like Instacart’s new pilot partnership with The Trade Desk, so our CPG clients’ investments can work smarter across the complex media landscape we know today.
Read More: Instacart Enhances Ad Transparency and Trust with Strategic Alliances
Yahoo Partners with Amplified Intelligence for Attention Measurement
Following a significant novel agreement between Yahoo and Amplified Intelligence, advertisers will be able to measure attention across their programmatic advertising buys for the first time. Due to the market-first relationship, advertisers in Australia using Yahoo’s Demand-Side Platform (DSP) will now have access to the attentionPROVE measuring tool from Amplified Intelligence. As a result of the new partnership, advertisers will have access to attentionPROVE, which will allow them to assess the success of their attention targeting within programmatic purchasing.
AttentionPROVE – the attention measurement solution
Amplified Intelligence is an Australian business that leads the world in attention measurement. The attentionPROVE solution gives agencies and brands the ability to continuously improve impact, performance, and cost-effectiveness. It is based on the biggest real-human dataset in the world. The solution made up of more than 100K unique individuals and producing more than 400 million data points, uses active and passive human attention seconds, revolutionizing how they are carried out and evaluated. For advertisers using the Yahoo DSP, this new relationship is anticipated to significantly increase the efficacy of attention planning.
Read More: Yahoo Spins Out its Enterprise Engine Vespa for AI-Scaling Excellence
Why did Yahoo choose to partner with Amplified Intelligence?
Yahoo provides omnichannel services for advertisers via its well-known products. It acts as a trusted resource for hundreds of millions of people worldwide. Brands and agencies may benefit from more effective and profitable advertising campaigns. This is thanks to Amplified Intelligence, a world leader in assessing online human attention. It keeps transforming the media trade to put a strong emphasis on attention, placing it as the most important metric for determining if an advertisement is successful. A fresh phase of insight-driven programmatic buying and selling is now being ushered in by the new capability, which is already rolling out across the Yahoo DSP. The CTV supply paths would be made simpler by the Yahoo Backstage system, increasing revenue for publishers and advertisers. Additionally, it strives to lower carbon emissions by minimizing the amount of data transferred between various SSPs.
Here’s what they said
Andrew Gilbert, Director of Platforms AUSEA at Yahoo said,
Attention has rapidly become a vital component of the media planning ecosystem, and this partnership is a major milestone in advancing its use. All of the major holding groups in Australia use Amplified Intelligence’s data as part of their planning process. Adding programmatic measurement creates a significant opportunity for them to move past just high-level planning and get deeper insights into their programmatic investment across desktop, mobile, tablet, and Connected TV.
Dr Karen Nelson-Field, Founder and CEO of Amplified Intelligence added,
Attention is now widely accepted as a crucial part of any media buy and this integration is going to be a huge boost for our partners. Now brands can get real-time human attention insights from their campaigns which in turn will help them optimise for better outcomes. Yahoo’s expertise in programmatic will help Amplified Intelligence’s partners to track attention effectively, which is very exciting for us.
Read More: Taboola and Yahoo Partner for Native Ads Worldwide
Hivestack partners with Up Media to Expand Thai DOOH Market Share
The world’s top independent programmatic digital out-of-home (DOOH) ad tech business, Hivestack, has increased its market share in Thailand. In order to achieve this, Up Media, a renowned media owner who specializes in elevator screens, recently developed a DOOH relationship with the company. As a result of this partnership, 2,000 Up Media DOOH screens on elevators will connect to Hivestack’s Supply Side Platform (SSP). These displays can be found in upscale shopping centers, business buildings, hotels, and dwellings. Furthermore, buyers in Southeast Asia will have access to it immediately. Additionally, the Private Marketplace (PMP) and Open Exchange agreements will make it accessible to everyone worldwide.
Thailand Projected Ad Spend
The anticipated DOOH ad spend in Thailand alone is expected to reach USD 213.20M in 2023 with a 6.01% annual CAGR. Furthermore, the projected market is also expected to reach USD 269.30M by 2027.
Hivestack Expands DOOH Marketplace
The Hivestack platform had produced 14.4B monthly impressions over an amazing network of DOOH inventory in Thailand before the arrival of Up Media. They included billboards, metro systems, commercial centers, and train stations found in Phuket, Bangkok, Chiang Rai, and Chiang Mai. With the addition of Up Media’s most recent elevator screens, Hivestack is now able to offer DOOH purchasers in Thailand a degree of audience interaction that is unheard of. Additionally, it opens up a new source of income for Up Media from global outside-in purchases.
Read More: Vistar Media Enhances DOOH Advertising with Retail Inventory Package
Hivestack in Thailand
In March 2022, Hivestack began operations in Thailand. Since then, it has significantly expanded its market share by working with the main media owners in the nation. It has also worked to promote several brands through interesting programmatic DOOH campaigns. The top food and beverage company in the nation, Bar.B.Q. Plaza, turned to Hivestack in September 2022 to promote brand awareness, produce creative campaigns, and boost foot traffic to its outlets. The end product was a fascinating, interactive programmatic DOOH activity that reached over 4 million people at 16 BTS key train station sites.
Here’s what they said
Joey Zhou, Founder & CEO, of Up Media said,
We are excited to collaborate with Hivestack and we are going to scale up our inventory – aiming to triple it in the next 12 months. Exciting times ahead as we are offering advertisers impactful media for high end audiences in the best locations across Thailand.
Jan Harling, CEO, of Virtus Asia Consulting (local consultancy for Up Media) added,
I am confident that many marketers with a focus on premium audiences will view the availability of this inventory, now accessible programmatically, as a game-changer in Thailand. This opportunity aligns perfectly with Thailand’s recovery, marked by bustling shopping malls and offices returning to their full-capacity state. It promises a significant shift in the landscape of impactful media opportunities.
Matt Bushby, Managing Director ANZSEA, Hivestack commented,
It’s been an incredible journey for us in Thailand with the amount of growth we’ve achieved with our partners. We’re so proud to be building the largest DOOH inventory network and are proud of the large number of successful brand campaigns we have under our belt already in the region. Our partnership with Up Media comes at an exciting time for our business as we onboard more screens in different formats across Thailand, located in Bangkok, Chiang Mai, Chiang Rai, and Phuket.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
Czech Republic’s Media Club Launches Programmatic Video Ad Buying
The Media Club company in the Czech Republic has introduced new programmatic video ads buying for internet-connected TVs. With only one interface, it offers the potential for specialized programmatic advertising planning in the prima+ video collection, HbbTV, smart TV programs, Samsung, LG, Android TV, and IPTV operators.
Programmatic video advertising
Through Adform’s private deals across TV platforms, Media Club is the only company on the market to give the option to purchase video ads programmatically. It is accessible through the Prima Group channels and the prima+ video archive. The Media Club’s video inventory, which receives over 25 million monthly video views from viewers of Prima Group channels, is now available to advertisers. Media Club guarantees clients 100% visibility of their ad because the TV screen is typically the largest display in the home.
Read More: Roku and Spotify Collaborate to Introduce Video Ads To Roku App
Advertising in Connected TV
A connected TV has an average audience size of 1.3 viewers, according to Nielsen Atmosphere’s statistics. Additionally, a high level of completion is ensured. Even in a video that lasts 20 to 30 seconds, unskippable advertising with a duration of 6 to 15 seconds ensures 100% completion. Similar technical requirements apply to marketers for in-stream video advertising.
Additionally, according to an ongoing study, 29% of homes with televisions access paid video libraries. Premium video libraries are used by 44% of families that claim that IPTV is their primary source of TV material. Through connected TV advertising, the contracting authority can reach viewers of paid video stories.
Here’s what they said
Michal Jun, deputy sales director of Media Club’s online division said,
Clients are already using video advertising in connected TV as part of direct sales. We have now also connected the technology through private deals with technology partner Adform. We see great potential in CTV and we will improve it in the future.
Read More: Adverty Launches First Programmatic VAST Video in In-Play Ads
Equativ Partners with Utiq for Ethical Programmatic Marketing Practices
Equativ, the top independent ad platform in the world, revealed a partnership with Utiq. It is a European AdTech firm that offers an authentic consent service powered by telcos to support ethical digital marketing. The merger blends secure data management with programmatic effectiveness. Furthermore, it enables insight-based media monetization and ad targeting, driven by a shared commitment to safeguarding user privacy. With its Authentic Consent Service, Utiq better supports free and ad-funded services by providing customers with a more relevant advertising environment. Through real-time, end-to-end encrypted signal matching, it links Utiq’s Telco partners, publishers, and marketers.
Equativ – Utiq partnership
The alliance responds to the ongoing need for a third-party cookie replacement that operates successfully outside of walled gardens and ensures responsible data use. In light of the fact that many media environments have already restricted the use of third-party cookies in advance of Google’s 2024 deprecation deadline, it is vital for companies that are having trouble getting direct access to verified first-party audience data to use tracker-free alternatives.
Utiq’s programmatic integration
Equativ’s data activation capabilities have been enhanced through integration with Utiq’s service, including features that enable publishers and advertisers to supplement first-party audience segments with owned information and design unique auction packages. With Utiq’s technology, you also have the choice of quickly converting information that has received clear authorization into data signals that can be transferred across the supply chain, facilitating efficient and secure programmatic trade on all sides.
Users choose their privacy preferences carefully and then obtain their consented data encrypted. Equativ’s supply-side platform then sends it to the demand-side platform of each publisher’s choice. Utilizing distinct telco signals in this way establishes a solid, durable connection that works on all browsers and devices, enabling increased scalability for publishers and advertisers.
Read More: Adverty Launches First Programmatic VAST Video in In-Play Ads
Benefits of Equativ and Utiq’s programmatic integration
With alternatives available through open programmatic auctions, direct deals, and private marketplaces, Equativ and Utiq will work to provide a cookie-less solution to continue generating crucial targeting, retargeting, and frequency capping activity.
Principal advantages of the alliance include:
- Addressability measurement: Advertisers can attain and evaluate broad cross-environment and device reach, including cookie-free browsers like Firefox and Safari.
- Privacy Inspection: Passes rooted in consent abide by all data privacy laws worldwide, protecting users and enhancing customization while also driving up inventory value.
- Valid information Utilizing data only when a legitimate contract with a telco partner is in place reduces the danger of fraud, while never combining audiences prevents contamination.
- Greater sustainability: Reducing the number of high-quality partners in the supply chain and enabling more stringent ad frequency limits reduce carbon emissions.
Here’s what they said
Commenting on the partnership, Benoit Hucafol, VP of Product Management at Equativ, stated
Upholding addressability is vital to secure the future of the wider and open web. At Equativ, we see improving the availability and diversity of cookie-free solutions as an essential part of that; equipping media owners, brands, agencies, and advertisers with tools they can use to continue serving relevant and responsible ads. By partnering with Utiq and supporting their alternative ID across our advertising chain, we aim to empower privacy-safe marketing and industry-wide change, while facilitating effective monetization and driving our advertisers ROIs through personalized targeting and frequency capping.
Will Harmer, Chief Product Officer at Utiq, said
Respecting user privacy has been a challenge for the marketing industry, but considerations around non-compliant consent must now be a priority for all concerned. Our mission is based on serving the long-term interests of the entire ecosystem, and integral to this is that people should have the ability to share their data in the way they choose, with full confidence it will be used fairly, whilst receiving free, high-quality content in return. We’re delighted to be working with an innovative partner like Equativ that shares this same goal.
About Equativ
Prominent independent ad tech platform Equativ was created to promote the objectives of both publishers and advertisers. Equativ combines client expertise and engineering excellence to serve the interests of the supply side and demand-side. It does so with equal professionalism and technical sophistication. Furthermore, it empowers its clients to achieve maximum impact while respecting consumers’ rights. It also offers brand- and privacy-safe solutions. Equativ, which has headquarters in Paris and New York, employs more than 550 people worldwide. To deliver on the promise of advertising technology, Equativ provides the market with its own independent ad server, SSP, buyer tools, and media services.
About Utiq
Utiq offers a Telco-powered Authentic Consent Service. It is a European AdTech startup that enables ethical digital marketing. It enables consumers to easily and simply govern their data. Utiq assists in the development of an ecosystem founded on transparency and trust. Through its private and encrypted consent hub and consent pass solutions, Utiq enables brands and publishers to offer pertinent ad-funded experiences to their consented audiences while adhering to the strictest privacy standards. Telecommunications companies Deutsche Telekom AG, Orange SA, Telefónica S.A., and Vodafone Group plc support Utiq, which was introduced in 2023.
Read More: Comscore’s Proximic Unveils New AI-Powered Contextual Solutions for Programmatic
PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
PubMatic, a standalone technology business that provides the future supply chain for digital advertising, announced that its freshest product, Activate, is now accessible in the Asia-Pacific area. To acquire premium video and CTV inventory at scale, buyers can conduct non-bidded direct purchases on PubMatic’s programmatic platform using the company’s novel end-to-end supply path optimization (SPO) solution.
PubMatic’s programmatic platform across APAC
Since its May debut in the US and EMEA, Activate has grown in popularity in every region. It has a pipeline of more than 50 active marketers, agencies, and campaigns running across numerous international agency-holding firms. The solution is now being introduced throughout the Asia-Pacific area as a result of this success with partners such as Dentsu APAC, iQIYI, KINESSO India, Madison Digital, and Wishmedia.
Activate – A Novel Offering
Activate symbolizes a novel industrial paradigm. It developed a single technology layer that directly links buyers and suppliers of digital materials. Activate enables a seamless transition from traditional direct transactions to programmatic guaranteed (PG) or programmatic private marketplace (PMP) arrangements. The technology allows for transactions across PubMatic’s premium CTV and online video inventory inside a single platform, giving media buyers greater oversight across their omnichannel video investments.
Industry forecasts predict that by the end of 2023, non-programmatic insertion orders will make up roughly 60% of CTV and 18% of online video transactions. Activate increases PubMatic’s total addressable market to over $65 billion. To be completely integrated into PubMatic’s expanding software package, including the PubMatic Sell-Side Platform and Connect, Activate was built using the technology acquired when PubMatic acquired Martin in 2022.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
Here’s what they said
Rajeev Goel, Co-Founder and CEO of PubMatic said,
PubMatic’s launch of Activate in the Asia-Pacific region marks a significant milestone in our efforts to revolutionize the industry’s programmatic marketplace. Activate is an extension of our successful SPO strategy that addresses advertiser demand for solutions that deliver a better return on video and CTV investments.
Sunil Naryani, Chief Product Officer of media at dentsu APAC, who supports the Carat, iProspect, and dentsu X agencies in the region added,
At dentsu, we prioritize ad tech maturity, focusing on transparency and control in the programmatic supply chain for efficient, high-quality media delivery. Our partnership with PubMatic plays a pivotal role in our supply curation and SPO practices. With PubMatic’s Activate, we anticipate delivering enhanced value to our clients by bridging the gap between buyers and sellers and further streamlining the supply chain, unlocking opportunities to maximize working media for their video and CTV investments.
Andy Sun, General Manager of Sales Operations, International Business Department at iQIYI commented,
iQIYI is a long-time partner of PubMatic. Together we are committed to delivering innovation in the CTV ecosystem. We’re excited to be a launch partner for PubMatic’s Activate solution and look forward to continuing to work closely together to drive effective programmatic CTV advertising.
Paras Mehta, Business Head at KINESSO India stated,
PubMatic is a key player in the programmatic ecosystem, and we’re excited to explore how Activate can benefit our CTV clients.
Suchi Jain, General Manager and Head of Programmatic at Madison Digital said,
PubMatic is a valuable partner across India, helping us deliver transparent and effective solutions for advertisers. We’re excited to see their continued innovation in streamlining video and CTV buying for our clients.
Meejoo Na, Chief Operating Officer at Wishmedia said,
Wishmedia is dedicated to providing advertisers in Korea with best-in-class digital advertising solutions. We’re thrilled to be a launch partner for PubMatic’s Activate and look forward to our clients benefiting from a more efficient digital supply chain, and greater ROI on their video and CTV spend.
About PubMatic:
PubMatic is an independent technology firm that offers the future supply chain for digital advertising to maximize consumer value. The sell-side platform from PubMatic enables advertisers to maximize return on investment and target addressable audiences across a variety of ad formats and devices, giving the top digital content producers in the world more control over who can access their inventory and boost monetization. Since 2006, our infrastructure-driven methodology has made it possible to handle and use data effectively in real-time. Our programmatic innovation is scalable and flexible, and it helps us produce better results for our clients while promoting a thriving and open digital advertising supply chain.
Read More: Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory
Comscore’s Proximic Unveils New AI-Powered Contextual Solutions for Programmatic
Proximic by Comscore, the company’s dedicated programmatic business, announced the release of three new and enhanced contextual solutions. These technologies are made to offer ID-free audiences scalable access across platforms. Comscore is the leading supplier of audience and content-targeting tools for programmatic activation. With more than 2,600 predictive ID-less audiences and content-level solutions available across CTV, linear, digital, DOOH, and audio, the division, which launched in March 2023, gives end users access. The additional capabilities allow targeting based on demographics or specific show viewings. Significant buy-side and sell-side platforms can also access it.
Trio of Novel Solutions
The Proximic Activation Platform, Show-Level Linear and Streaming Audiences, and ID-less Demographic Segments are three new and expanded solutions. They are run by double opt-in digital panels from Comscore. Additionally, they utilize Proximic, the top contextual AI engine from Comscore. Each solution is intended to push data to the edge of scalability, opening up new audiences and efficiency for more than 5,000 marketers globally. Clients of Proximic by Comscore are seeing considerable ROI gains.
Read More: Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
Deep Dive into Proximic by Comscore’s new solutions for programmatic
ID-less Demographic Segments
With Proximic by Comscore’s privacy-focused, ID-free demographic segments, marketers can target content that has a high likelihood of being consumed by a certain demographic without using cookies. Additionally, they give publishers the opportunity to more effectively package their inventory for monetization in accordance with demographic criteria. This is specifically for those that have little authorized traffic for internal demographic data. These demographic categories offer an affordable approach to targeting important worldwide audiences for greater marketing performance without relying on user identifiers, thanks to Proximic’s contextual engine, which is supported by artificial intelligence.
Show-Level Linear and Streaming Audiences
Marketers can now access show-level audiences at scale and across all digital channels thanks to Proximix by Comscore’s predictive audience technology. Marketers may contact viewers of the most watched show today with more than 1700 segments available.
Proximic Activation Platform
Comscore Proximic’s Activation Platform will give media firms and advertisers unmatched control over the targeting of their advertising campaigns. Advertisers using Proximic’s Activation Platform can make use of Comscore’s unrivaled data assets thanks to the platform’s robust custom audience and content targeting capabilities. Among these is the recently introduced capability to target viewers of extremely particular product advertisements on TV. Marketers will now be able to mitigate signal loss across programmatic CTV, digital, and social campaigns with immediate effect thanks to the ability to provide unique segments in one day and reach all significant DSPs, SSPs, and social platforms.
Here’s what they said
Rachel Gantz, Managing Director of Proximic by Comscore said,
We didn’t wait for signal loss to reimagine how contextual targeting can help advertisers and publishers today. These innovative solutions were built with privacy at the core and are changing how thousands of advertisers globally reach their consumers every day with greater precision and scale.
Gina Perino, VP of Ad Operations & Strategy, Blavity, Inc added,
By using Proximic’s ID-free demographic and behavioral targeting solutions, we have strategically evolved our approach to inventory monetization to ensure optimal targeting accuracy and precision while reaching maximum audiences, regardless of the presence of IDs. This is especially crucial in the face of increasing signal loss and privacy constraints. This proactive approach helps us reduce dependence on third-party segments that may become obsolete when third-party cookies in Chrome are eliminated in 2024.
Kyle Vidasolo, President, Outcomes at OMG stated,
Contextual solutions from Proximic by Comscore offer the industry a path to drive outcomes that are scalable, precise, and privacy-centric. Solutions like this level up what is now possible with programmatic advertising, expand the options we can offer clients to drive guaranteed outcomes faster, and complement our existing data-driven targeting strategies.
About Proximic by Comscore
Comscore, Inc.’s Proximic by Comscore is a pioneer in programmatic targeting. With Proximic by Comscore, media buyers and sellers can enhance the scope and effectiveness of their campaigns. It is supported by the industry’s top contextual NLP engine and Comscore’s trusted datasets. Proximic by Comscore supports the expansion of the programmatic ecosystem with its cutting-edge suite of ID-based and ID-less audience and content targeting segments, empowering clients and partners to keep implementing effective advertising strategies.
Read More: Adverty Launches First Programmatic VAST Video in In-Play Ads
Basis Technologies Enables Real Time Snapchat Ad Evaluation Via DSP
Global programmatic advertising and media automation solutions provider, Basis Technologies, recently released a first-to-market integration. The solutions which utilize a demand side platform (DSP), will allow marketers to evaluate Snapchat ads. It is automation fueled, which enables smooth workflows and top performance. Basis media automation platform users can now obtain real-time performance information from Snapchat’s self-serve platform. With 750 million MAUs, Snapchat is a huge advertising platform. Basis is offering comprehensive campaign planning and analysis across programmatic, direct, search and social ad channels. With this, Basis is promoting interoperability in digital advertising.
Basis DSP for advertisers
Advertisers must collaborate with a wide range of platforms and providers as they attempt to reach consumers through digital devices. Each vendor has special features and user interfaces of their own. It’s essential to monitor ad performance across a variety of channels to assess the efficacy of campaigns and ad spending. Marketers can easily manage, measure, and analyze ad effectiveness with Basis’ comprehensive third-party platform connectors without having to switch between platforms. Campaigns are optimized using data for increasing the impact of marketing budgets.
Read More: iSpot acquires 605 To Boost TV Measurement, US Data Footprint
Basis Technologies and other integrations
Basis gets its ad delivery stats from major ad servers, social media platforms, search engines, and its built-in DSP. It already integrates delivery data from Google Search, Microsoft (Bing and LinkedIn), Meta (Facebook, Instagram) and TikTok among third-party ad providers. It makes cross-channel campaign planning, performance monitoring and pacing easier for media specialists. They substantially reduce the time needed to alter, prepare, and consolidate reports as well as check the status of campaigns that are currently running.
Benefits of data feed from Snapchat and other ad platforms integrated into Basis
Revenue
The everyday burden of finding errors to guarantee that every dollar intended across vendors is delivered is made easier by revenue. Additionally, it guarantees that financial reconciliation proceeds accurately and quickly.
Speed
In order to evaluate the pace of specific campaigns, media professionals must enter multiple platforms. Speed eliminates these processes and saves time, allowing them to see and address problems more quickly.
Control
Control gives media buyers the ability to pace and optimize campaigns as well as assess cross-channel campaign effectiveness based on an all-encompassing perspective.
Clarity
Clarity eliminates the need for manual spreadsheets or other data analytics tools to track third-party sources and allows for a centralized view of many sources.
Intelligence
As a single source of truth, intelligence eliminates data silos and compares user ad interactions across channels to total campaign engagement.
Read More: GroupM Bolsters Media Decarbonization with SeenThis Partnership
The only one of its kind integrations
No other media DSPs’ media management platforms include search and social media connectors that provide automated standardized reports for sources. Basis users don’t need to enter into third-party systems, retrieve campaign data, download spreadsheet reports with numerous line items, and clean up reports to align them with the desired data arrangement. Marketers may view performance information in real-time using Basis platform. It will help acquire insights on campaigns operating on Snapchat and other search and social platforms. It also includes programmatic, vendor-direct, search and social media advertising capabilities. The core of the platform is an award-winning omnichannel DSP that offers programmatic guaranteed and private marketplace partnerships.
Here’s what they said
Amy Rumpler, SVP of search and social services, Basis Technologies said,
Basis Technologies offers the only technology for marketers to manage Snapchat advertising alongside other advertising solutions commonly used. Snapchat continues to gain users and influence, making its campaign performance data an important aspect to automatically pull into our platform. With our latest integration, Basis continues to fill the needs of media agencies and teams that manage robust, broad campaigns to reach customers.
Read More: Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory
BrandSpace Enhances Screen Network for Programmatic Brilliance
BrandSpace, Scentre Group’s internal media and advertising business has improved its unique screen network product suite to fulfill consumer demand. The improvement of its programmatic offering is the primary goal of this endeavor. The platform has further empowered 100 percent of Scentre Group’s Digital Out of Home (DOOH) Network.
BrandSpace Screens for programmatic transactions
This comprehensive countrywide overhaul of its digital screen network is what has allowed for this creativity and expansion. Modern technology is now available on all 1,600 Australian network screens. Furthermore, they will also provide a fully digital, full-motion presentation to capture the interest of the Westfield audience.
The programmatic offering has improved with the most recent addition of 40 Large Format Super Screens. Additionally, it offers unique solutions for retail OOH ad impact in the most fruitful areas to drive attention and recall metrics. The capacity to provide large-format marketing impact through 20-second full-motion creative executions is paired with this.
Read More: Advertisers Embrace Programmatic Advertising As Cookies Decline
MOVE 1.5 integration
Scentre Group’s BrandSpace uses MOVE 1.5 as part of its dedication to industry best practices. MOVE 1.5 is OMA’s upgraded audience measurement system aimed at improving the alignment and consistency of Digital Out of Home, whether it is traded programmatically or directly. Partners have praised the inclusion of MOVE 1.5 as the data source for the impression multiplier in the market offering. BrandSpace’s newly created Digital Sales and Programmatic team is leading these developments. Their mandate is to provide all partners with digital growth solutions.
Here’s what they said
General manager, of BrandSpace, Scott Moore said,
For many years our partners have valued the impact and scale of our SuperScreens. Now that our entire network can be accessed programmatically, even more brands can connect with the Westfield customer, with full motion content in the premium Westfield environment. Now having Australia’s leading Retail Out of Home offer 100 per cent on programmatic makes it a powerful and simple proposition.
Recently appointed BrandSpace, national digital sales manager, Burzin Mehta said:
This evolved offering is in response to requests to make accessing our network of SmartScreens and SuperScreens easier and more impactful. By adopting enhanced industry standards, we are empowering our partners to make more informed decisions, whilst confidently demonstrating the impact and value we know our premium environments can achieve.
Read More: Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
Captify and Adform Partner to Pioneer Contextual Activation Solution
Prominent platform for open online search intelligence Captify, and Adform, the worldwide programmatic platform has unveiled a collaboration. The partnership’s objective is to offer privacy-first, audience-based purchasing for the programmatic landscape.
First Contextual Activation solution
The cooperation will offer the market’s first complete contextual activation solution. Furthermore, it will do away with the need for cookie identifiers, enabling greater scale across inventory channels which demand-side platforms (DSP) usually deprioritize. The absence of cookies, for instance, among Safari users is mostly to blame.
Buyers can now launch Captify’s contextual audiences through tailored offerings across the major SSPs using Adform’s identity-free, privacy-by-design DSP. Captify’s international reach will assist in serving Adform’s customers in the US, UK, EMEA, and Australia. Moreover, custom deal ID libraries will further aid in satisfying their marketers’ needs.
Here’s what they said
Matthew Papa, SVP of business and corporate development, at Captify said,
As we approach closing the final chapter of third-party cookies, the ecosystem has a tangible need for privacy-first, audience-based programmatic buying capabilities. This partnership with Adform addresses that need by enabling us to scale our contextual offering, which combines consumer intent from search data – a scarcity in a cookieless world – with contextual signals. Now advertisers globally can confidently activate our audiences across more inventory without worrying about privacy.
Vicky Foster, VP, of global commercial partnerships at Adform commented,
In a fragmented media landscape focused on personalization and performance, the ability to reach and engage consumers while prioritizing privacy has become a consistent challenge for marketers. As the eventual sunset of third-party cookies looms, our partnership with Captify makes it easier for marketers across the globe to drive revenue with personalised and engaging programmatic campaigns with privacy top of mind.
Read More: Adform and Digiseg offer new ad tool for Saudi Arabia advertisers