Dentsu Creative Bags the Creative Mandate for Motorola India
Motorola has selected Dentsu Creative India as its creative agency. The agency, which will service the brand out of its Delhi office, won the mandate after a multi-agency pitch. The brand’s integrated campaign approach has been strategically enhanced by the addition of Dentsu Creative as a creative partner. It will thereby strengthen its overall marketing strategy.
Dentsu Creative wins Motorola India’s Creative Mandate
Dentsu Creative will lead a broad range of services across digital and mainline platforms per the mandate. Proposal development, planning, and strategy decks, planning and competition benchmarking, social media creatives, media requirements covering digital, ATL (above the line), and retail, as well as ORM (online reputation management) and social listening, are all included in this.
Motorola India’s brand integration enhanced
When it comes to creating campaigns for a wide range of clients, Dentsu Creative India is renowned for its integrated approach. Its collaboration with Motorola India not only demonstrates its dedication to quality. It also solidifies its standing as a reliable creative partner in the sector. Dentsu Creative PR and iProspect, two Dentsu India agencies, are in charge of Motorola India’s PR and media relations, respectively.
Read More: Omnicom Secures Creative Mandate for Air India Express
Here’s what they said
Shivam Ranjan, marketing head, Motorola Asia Pacific said,
“We are excited to onboard Dentsu Creative as our creative partners, their innovative approach, digital-first thinking and strategic acumen make them the perfect partner to accelerate Motorola’s core business narrative. Their in-depth research capabilities, industry expertise and creativity seamlessly align with our vision. We look forward to collaboratively delivering impactful and memorable campaigns to our audience.”
Ujjwal Anand, managing partner, Dentsu Creative India added,
“We are honored and excited to commence this creative journey with Motorola India. We are optimistic that our belief in modern creativity, an approach that resonates with today’s dynamic landscape, will contribute to the success of meaningful campaigns for Motorola. We look forward to crafting innovative narratives, breaking traditional boundaries, and contributing to Motorola’s success in the vibrant and ever-evolving Indian smartphone market.”
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Nakheel Grants 10-Year DOOH Media Rights to Hypermedia
Nakheel, the top master developer in the world, and Hypermedia have partnered in a ground-breaking digital OOH media deal. Hypermedia is a well-known regional leader in Out-of-Home (OOH) media experience and technology. A subsidiary of W Group Holding, Hypermedia has been granted exclusive 10-year rights to media coverage and development opportunities for Nakheel’s esteemed communities and properties, including Palm Jumeirah, 12 lively communities, 13 world-class malls, and numerous sizable hoardings located throughout Dubai.
Hypermedia signs 10-year agreement with Nakheel for DOOH media rights
As per the agreement, Hypermedia will put in place a cutting-edge digital network. It will make Nakheel communities a media network of the highest caliber. The companies claim that this blend of digital innovation will elevate the upscale lifestyle that is associated with Nakheel’s destinations, which include the business, residential, and tourism domains.
Hypermedia’s previous media achievements
The new endeavor builds on the success of Hypermedia’s prior historic accomplishments in public transportation and other notable communities. It will completely transform Dubai’s digital out-of-home setting. The collaboration encompasses locations like Palm Jumeirah, Jumeirah Islands, and many more. It covers an area of more than 15,000 hectares and housing more than 700,000 people at the moment.
Hypermedia is leading a brand elevation initiative across all Nakheel communities, particularly Palm Jumeirah, using its DOOH landscape. Strategically positioned in its esteemed location, Hypermedia will actively seek out new luxury brands. They will complement the rich clientele and unmatched attractions that make Palm Jumeirah a world-renowned landmark and travel destination.
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Digital OOH network deployed
The digital network that will be deployed throughout Palm Jumeirah includes several formats. These have been carefully planned and placed to improve the media experience. Every component, from the digital unipoles at the entrance to the large panels around the shoreline and the digital signage at the frond entrances, has been carefully designed. These enhance the brand experience and weave an engrossing and compelling story within these well-known communities.
The agreement also includes media rights to five enormous hoardings, whose unmistakable size gives brands endless impact. New data measurement tools will empower Hypermedia’s media assets across Nakheel. It allows brands to create data-driven campaigns for optimal impact and return on investment (ROI).
With this collaboration, Hypermedia and Nakheel are launching OOH advertising into a new phase of innovation and engagement. It will change the media landscape in Dubai.
Here’s what they said
Abed Bibi, Chief Marketing Officer at Nakheel said,
“We are delighted to partner with Hypermedia to amplify Nakheel’s digital branding across the OOH media space. Their cutting-edge technology combined with the strategic locations of our lifestyle developments, will boost Nakheel’s digital connect with our widespread audience by offering data-driven branding. We are confident this partnership will resonate with Dubai’s residents and visitors as we move into a seamless digital network that is bound to create compelling and immersive experiences for all”
Habib Wehbi, Chairman and Group CEO of W Group Holding, expressed his enthusiasm regarding this strategic partnership. He stated,
“This collaboration with Nakheel is a significant milestone in our journey. We are excited to extend our media network into these vibrant communities, taking the DOOH sector to new heights of engagement and measurement. By leveraging our expertise and employing the latest innovations in digital solutions and smart data measurement tools, we are set to revolutionise the DOOH industry in the country, transforming communities into media destinations for renowned brands
About Hypermedia
Hypermedia is a division of W Group Holding. It is the innovator of Impact, pushing the envelope to enable brands to gain greater clout through clever Retail Media Experiences and Digital Out-of-Home (DOOH) advertising. Its vast OOH network, the biggest in the UAE, skillfully combines state-of-the-art data measurement tools, media assets placed strategically, and cutting-edge AI technology. Throughout the nation, it has a strong media presence at well-known landmarks. These include the bustling Dubai Metro public transit system, key outdoor spaces, retail media settings in well-known malls and hypermarkets, and elite locations and neighborhoods.
Snapchat and Fospha Partner for Enhanced Snapchat Campaigns Insights
Snapchat and Fospha, a pioneer in marketing analytics and measurement, have announced a new collaboration. The partnership seeks to provide advertisers with more insightful campaign data. Additionally, the partnership aims to give eCommerce advertisers a more comprehensive tracking and efficacious way to enhance the performance of their Snapchat campaigns, with a specific focus on cross-marketing return on ad spend (ROAS). Advertisers will be able to assess the overall performance of their campaigns with greater accuracy by directly comparing their Snapchat results to those of other channels, such as Search.
Snapchat and Fospha partner for enhanced insights on Snapchat campaigns
With this partnership, Snapchat is taking a significant step toward proving to eCommerce companies the worth of its advertising platform. Advertisers can now more clearly see how their Snapchat campaigns affect financial performance and confidently scale their investments for even greater success thanks to Fospha’s sophisticated measurement tools.
Why choose Fospha?
Fospha is leading the way with a revolutionary new method of measuring cross-channel digital marketing. Clients can go live in two to three weeks with a full year of funnel performance (impressions, clicks, zero-party data) modeled and completely private (no user-level personal data is used) thanks to a no-code implementation.
Fospha uses a combination of Media Mix Modelling (MMM) and Multi-Touch Attribution (MTA) to examine how different marketing touchpoints affect a customer’s journey. This enables marketers to learn more about the impact of Snapchat ads on conversions, even in situations where users engage with other platforms before completing a transaction. Fospha also discovered that brands without investment in higher funnel activity, such as Snapchat, have much higher acquisition costs and lower returns on ad spend across its clientele.
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What issue does the partnership aim to resolve?
It has always been difficult to gauge the real impact of impression-led advertising, and recent privacy regulations have made it even more difficult to obtain the necessary data. According to a 2023 study by Fospha, basic click-tracking techniques like last click and MTA miss roughly 74% of sales that originate from impression-based media. This indicates that basic click-tracking methods do not adequately account for the value of upper-funnel activity. Fospha also discovered that brands that do not engage in higher-funnel activities, such as Snapchat, have much higher acquisition costs and lower returns on advertising spend.
Fospha reports
The announcement follows the release of the most recent report from Fospha, which showed that Snapchat ads are becoming more successful for e-commerce companies. Ad spending on the platform increased by 76% year over year, but ROAS for Fospha clients using Snapchat increased by an astounding 504% between 2022 and 2023, according to the report. The study also showed that companies with lower overall return on ad spend and higher customer acquisition costs on platforms like Snapchat neglected to engage in higher funnel marketing activities.
Here’s what they said
Snapchat in its statement said,
“With this partnership, Fospha and Snap will help marketers increase their confidence in spending on Snapchat and enable them to capitalize on strong campaign performance at higher spend levels.”
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Starcom Promotes Louise Peacocke to the Newly Created Chief Client Officer Position
Louise Peacocke was promoted to the newly created position of Chief Client Officer at Starcom, a communications planning and media agency owned by Publicis Groupe, from her previous position as Managing Director at PG One. In her new position, Peacocke will oversee Starcom’s client relationships in addition to taking on new duties and leading PG one, Publicis’ dedicated Procter & Gamble account team. Apart from that, she will continue to lead the media team at PG One, the P&G account team that is specifically part of Publicis.
The newly created role of Chief Client Officer
Peacocke will continue to report to Starcom UK CEO Nadine Young and PG One Global Managing Director Jayne Roseman. She will be in charge of managing the multidisciplinary team that provides client service as well as spearheading initiatives to further integrate client relationships.
Peacocke’s Journey to Starcom
Peacocke joined Publicis Media from Mediacom and has been at Starcom for five years. She most recently served as PG One’s UK Managing Director, a position she had since September 2020. She has worked with companies like Direct Line Groupe, Sky, PUIG, Kraft Heinz, and Lionsgate during her more than 20 years of experience.
Here’s what they said
Nadine Young, UK CEO, of Starcom, said
“Louise has been a phenomenal leader overseeing one of our biggest accounts and I couldn’t be more excited to welcome her into this new role. I am certain we will all benefit from the breadth of her expertise and dedication to delivering an outstanding client experience. She is passionate about building high-performing teams underpinned by an inclusive culture. I personally am looking forward to working with Louise as we look to grow Starcom even further.”
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MGID Introduces New AI-Powered Dashboard for Campaign Setup
MGID, the global advertising platform, has introduced a new dashboard for MGID Ads, its self-service campaign planning and execution suite. The new platform doubles the speed of campaign setup by showcasing a plethora of AI-powered features through an intuitive interface that is more powerful than before.
Using AI to Revolutionize Advertising
With the help of informative tooltips, users will be guided through MGID Ads’ entire campaign creation process, from creative development to ad placement. The platform leverages extensive data analytics, a CPC calculation feature, a step-by-step tracking setup, and AI-generated creatives to maximize performance.
The new dashboard objectives
The goal of MGID’s new dashboard is to redefine the advertiser journey rather than just integrate AI. The update lets advertisers launch up to 100 creatives at once. It can increase the number of campaign metrics from 9 to 27. This increase in functionality is paired with an easy-to-use interface that provides tooltips and instant error alerts with resolution descriptions. It will help users navigate the campaign creation process. These features demonstrate MGID’s dedication to raising the standard of advertising while also making it easier for marketers to carry out their campaigns.
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The introduction of MGID’s new dashboard is a significant development for the advertising sector. MGID Ads is poised to transform marketing strategies through the integration of cutting-edge AI technologies. It will provide previously unheard-of levels of campaign optimization, content personalization, and customer engagement.
Here’s what they said
Matthew Villa, Head of Sales US at MGID said,
“Advertisers always have more to do than there are people to do it, so we’ve overhauled MGID Ads to make it as easy as possible to work efficiently with native ads. By weaving AI into the very fabric of our new dashboard, advertisers can leave the heavy lifting to technology while focusing on driving audience attention, maximizing performance, and delivering measurable results.”
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Publicis Groupe Announces the Launch of B2B Creative Offering, Publicis Pro
Publicis Groupe EMEA has announced the launch of Publicis Pro, a B2B creative offering. The offering brings together B2B agency Octopus Group and 400 B2B specialists from across its global network. The Octopus Group name will be rebranded as Publicis Pro. It will be led by Octopus Group co-founders Jon Lonsdale as CEO and Pete Hendrick as Managing Director. Lonsdale will answer to Publicis Groupe’s EMEA CEO, Demet Ikiler. Focusing on B2B strategy, creative, influence, and commerce, the core team of sixty will pay particular attention to the UK, Germany, and France. Previously, Octopus focused on the UK market.
Publicis Rebrands Octopus Group with the launch of Publicis Pro
In 2021, Publicis Groupe purchased the London-based Octopus Group. It noted business-to-business and business-to-consumer clients as “big growth areas” in the B2B space. About sixty people worked for Octopus at its Farringdon office at the time. It relocated to the Chancery Lane office, home of Saatchi & Saatchi and Leo Burnett. Furthermore, it joined Publicis Groupe’s UK creative practice. Since then, Octopus has expanded its customer base in the manufacturing, telecom, financial services, and technology sectors, according to Publicis Group. Companies like Sharp Europe, Smartsheet, Rolls-Royce, and Twilio have awarded Octopus new business.
Octopus Group acquired in 2021
At the time of the acquisition, the deal was Publicis Groupe‘s most significant UK-specific M&A move in the creative space since 2014, indicating adland’s return to the acquisition trail following the Covid pandemic. Octopus Group has a range of tech-first capabilities, including creative, content, digital experience, and public relations. Its clients, which it did not share with Publicis at the time of acquisition, included technology, financial, and professional services brands like Siemens, Adobe, Logitech, Smartsheet, Cognizant, and ACI Worldwide.
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Investors
The principal investors in Octopus Group were the company’s management. Lonsdale, Finance Director Ben Holden, Board Director Nicola Pestell, Chief Strategy Director Billy Hamilton-Stent, and Hendrick are among them.
Here’s what they said
As reported by Campaign Asia,
The group said,
“The will enable Publicis Groupe to better connect international business audiences with new data and marketing services, accelerating growth for its global B2B and B2B2C clients and becoming a new centre of excellence across the EMEA region,”
Demet Ikiler stated,
“We want to make Publicis Groupe a centre of excellence for B2B clients, and to better serve our existing B2C clients who require B2B expertise. By building out Publicis Pro across our key markets in the region, we are already uncovering exciting new growth opportunities.”
Jon Lonsdale added,
“This is the natural next step in Octopus’ journey and will allow us to offer clients more access to talent, tech and data as we scale and supercharge our existing offering across Publicis Groupe. Publicis Pro brings an exciting opportunity to launch new services, including AI tools, that are specifically designed for complex B2B audiences.”
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JCDecaux Announces the Launch of Global Airport Programmatic DOOH
JCDecaux, the world’s leading outdoor advertising company, has announced the launch of the first global airport programmatic DOOH offer. With the help of the VIOOH SSP (Supply Side Platform) and more than 30 DSPs (Demand Side Platform), including Displayce where it is currently available, brands and agencies can now easily execute contextualized, dynamic, and targeted advertising campaigns across JCDecaux’s programmatic-enabled airports.
Revolutionizing airport advertising with programmatic DOOH
Brands and agencies can reach over 70 million passengers and 2 billion impressions per month through this programmatic offer due to its sheer size. JCDecaux operates a network of over 3000 screens in major airports across the world, including 15 of the busiest ones initially (in the U.S., Dallas-Fort Worth, Los Angeles, and Miami; in Europe, London Heathrow, Paris-Charles-de-Gaulle, Frankfurt, Lisbon, Paris-Orly, Milan-Malpensa, Brussels, and Milan-Linate; in Asia-Pacific, Hong Kong, Singapore, Sydney, and Macau).
Airport audience targeting
With this special solution created by JCDecaux’s International Programmatic Council (IPC), advertisers receive unparalleled access to highly sought-after audiences in a premium setting. It maximizes brand exposure globally and ensures brand transparency and a safe environment for campaign delivery. With the right message at the right place at the right time, advertisers can engage with their target audience at crucial touchpoints throughout their journey. It will include from departure to arrival, thanks to JCDecaux’s innovative technology and broad reach.
Read More: Google Plans to Introduce Programmatic Support for Limited Ads
JCDecaux’s outdoor advertising ventures
JCDecaux has decades of experience in the outdoor advertising sector. It is well-known for its dedication to quality, creativity, and innovation. With its new international programmatic offers, it further solidifies its leadership in the sector. Furthermore, it demonstrates its dedication to developing more effective, approachable, and versatile advertising campaigns.
Here’s what they said
Jean-François Decaux, Chairman of the Executive Board and co-CEO of JCDecaux, said,
“We are thrilled to unveil the first global programmatic DOOH offer in airports including 15 of the busiest ones as a start, a game-changing solution for advertisers seeking seamless campaign execution. In a period of major changes within the digital ecosystem, this pioneering offering guarantees high-performance contextualized campaigns and marks a significant milestone in the outdoor advertising industry, enabling brands and agencies to tap into the immense potential of programmatic advertising in the airport environment.”
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DoubleVerify Release Tiered Brand Suitability Addressing “Made For Advertising” (MFA) Measurement
DoubleVerify, a leading software platform for digital media measurement, data, and analytics, has announced the release of new tiered brand suitability, which addresses “Made for Advertising” (MFA) measurement and protection in a more nuanced and brand-specific manner.
Right tools for MFA inventory
MFA inventory is not intrinsically invalid, in contrast to ad fraud, and many advertisers choose to place ads on MFA sites. To ascertain whether particular MFA sites are consistent with their advertising objectives and brand values, marketers require the right tools. Brands have more control and granularity to choose the level of protection that best meets their needs thanks to DV’s tiered MFA categories.
MFA brand suitability measurement
To find MFA sites at scale, DV’s tiered MFA brand suitability categories employ a proprietary analysis method that makes use of a special combination of human and AI-based auditing. MFA sites are found by examining several aspects, including their methods of content creation, activities, sources of ad traffic, and the monetization of their ads. An MFA site is then categorized into one of three DV brand suitability tiers based on its features.
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The tiers
MFA High
This category designates websites with the most extreme MFA content or attributes. It includes a high ad density with page content, a heavy reliance on paid traffic sources with negligible to no organic traffic, and an average ad intensity (a measurement of an ad’s viewable duration) that is considerably below the DV benchmark.
MFA Medium
Recognizes locations exhibiting different levels of MFA activity. For instance, a website may use a high ad density in comparison to the content of the page. However, its average ad intensity may be close to the DV benchmark.
MFA Low
Describes websites or portions that combine MFA and non-MFA content; this could include websites where only a portion or subdomain has MFA features or content.
The most thorough and nuanced level of analysis is possible with DV’s method, which also avoids false positives and misclassification. For instance, a website may have a large amount of advertisements on it. However, it may also have high rates of direct and search engine traffic. The publisher in this case would not qualify as an MFA website according to DV’s definition.
For programmatic buyers
With this release, DV provides MFA classification, measurement, and protection with one of the industry’s most comprehensive and detailed toolkits. To prevent pre-bids, DV’s Authentic Brand Suitability (ABS) will soon incorporate DV’s tiered MFA categories. For programmatic buyers, DV can offer a curated MFA exclusion list in the interim. Through DV Pinnacle®, an advertiser’s brand safety and suitability profile can be easily integrated with DV’s tiered MFA categories for post-bid measurement and monitoring. The new offering strengthens DV’s controls in response to the surge in online MFA content. It expands upon its September 2023 beta release.
Here’s what they said
Jack Smith, Chief Innovation Officer at DoubleVerify said,
“The introduction of our MFA brand suitability categories is a critical development for the advertising industry. Our goal is to equip marketers with tools for nuanced measurement and management of MFA content, significantly enhancing precise brand protection. This innovation ensures that marketing efforts are strategically aligned with brand goals and values, fostering deeper consumer engagement and trust, while also optimising investments and performance.”
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Innocean India Launches Its Artificial Intelligence (AI) Lab, Innolabs
Innocean India, a leading name in the advertising industry, announced the launch of its cutting-edge Artificial Intelligence (AI) labs, Innolabs. With its cutting-edge solutions that leverage the power of artificial intelligence and modern technology, this exciting project is poised to completely transform the advertising industry.
Innocean India has made history by revealing its first significant project from Innolabs: a text-to-image AI model. This model is intended to produce final images that feature the new Hyundai CRETA in fantastical settings created especially for their prestigious client, Hyundai Motor India Limited (HMIL).
Innolabs – a state-of-the-art AI hub
Innolabs, a creative and technological hub, is committed to discovering artificial intelligence’s vast potential in the advertising industry. The lab is dedicated to pushing the envelope of creativity, improving user experience, and providing clients with state-of-the-art solutions.
Innocean’s AI-powered project for HMIL
Innolabs’ flagship project represents a major turning point in the agency’s efforts to redefine the field of digital advertising. With its seamless integration of technology and design, the AI-powered wallpaper website for HMIL provides users with an engaging and interactive experience. The website presents the recently released Hyundai CRETA in an artificial intelligence setting that is generated by user input. Customers can spread the campaign’s reach and promote Hyundai’s brand message by simply downloading and sharing their favorite wallpapers on social media.
This strategic move reflects Innocean India’s commitment to leading the industry and providing clients with unrivaled value. The agency is excited to share more innovative projects from Innolabs soon, in addition to other projects like ImpactHub and InnoData.
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Here’s what they said
Mr. Santosh Kumar, COO at Innocean India, expressed enthusiasm about the launch of Innolabs and its inaugural project, stating,
“Innolabs is a testament to our commitment to AI & tech led innovation and excellence in advertising and the first step towards the vision of Innocean 2.0. The AI wallpaper website for Hyundai is just the beginning of what we envision for the future of advertising. By seamlessly blending creativity with technology, we aim to elevate brand experiences and leave a lasting impression on our customers.”
Mr. Jaden, MD & CEO of Innocean India, added,
“I am excited to announce our advertising agency’s unwavering commitment to pioneering technological advancement and adopting an AI-first approach. With innovation at our core, we’re poised to redefine industry standards and deliver unparalleled results for our clients in India and globe.”
Mr. Virat Khullar, Head of Marketing HMIL, also congratulated Innocean on the launch of Innolabs commenting,
“It’s inspiring to see Innocean India’s dedication to innovation with Innocean 2.0. The ultimatecreta.ai website for HMIL shows their commitment to blending creativity with technology, setting a new standard for brand experiences. Their vision for the future of advertising is bold and exciting, and I’m sure it will impress our customers too. I applaud their initiative and look forward to more advanced AI-led marketing projects from Innocean soon.”
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Google and Pinterest Announced Ad Partnership for Third-Party Ad Integrations
Google and Pinterest have announced a new ad partnership. The partnership, which is intended to increase Google and Pinterest’s advertising revenue, follows the image-sharing service’s long-term arrangement with Amazon, which was made public last year. Google is now Pinterest’s second third-party ad partner. Through the partnership, adverts will be served on Pinterest through Google’s Ad Manager, encouraging users to finish their purchase on the platform when they come across a relevant ad.
Third-party ad integration partnership
The partnership gives advertisers using Google Ads the opportunity to reach a wider audience. Furthermore, it helps to interact with Pinterest’s active, high-value customer base. It potentially enhances conversions and raises return on investment (ROI).
The Google integration is anticipated to be phased in over several quarters, similar to the Amazon integration. The first rollout started a few weeks ago. According to reports, only 20% of Pinterest’s revenue comes from sales outside of the United States, even though 80% of its users are reportedly based abroad. Executives at Pinterest think that this new collaboration will close this gap and increase sales abroad.
Here’s what they said
As reported by Campaign U.K.,
Pinterest CEO Bill Ready said,
“This partnership will focus on monetising several of our currently un-monetised international markets by enabling ads to be served on Pinterest via Google’s Ad Manager. We went live a couple of weeks ago, and this is starting to ramp up. Third-party ad demand is scaling as we anticipated.”
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