Paramount to Utilize iSpot As Currency Measurements for TV Ads
In an announcement, Paramount Global and TV measurement provider iSpot.TV stated that they have reached an agreement to use iSpot currency measurements to measure and transact national TV advertising campaigns across Paramount’s top media and streaming platforms in the U.S. Technology interfaces between the two businesses are now being finished to allow quick, seamless advertising transactions inside Paramount’s systems and licensed systems. Given the longstanding relationship between the two businesses, the announcement is a logical progression. Beginning in the first quarter of 2024, Paramount is anticipating measuring and conducting business using iSpot data.
Paramount chooses iSpot.TV for currency measurements
Collaboration between Paramount and iSpot has fostered market innovation for almost a decade. It has enabled new attribution models to focus attention on metrics and business. Additionally, it provides outcome capabilities that allow effective and transparent measurement and monetization of fragmented viewership. By utilizing the best measurement data and cross-screen capabilities, Paramount will be able to give its clients greater insight and options in the activation and evaluation of campaigns.
Read More: Paramount Elevates CTV Advertising with Interactive Product Suite Expansion
iSpot Unified Measurement
The connection includes the application of iSpot Unified Measurement, which combines linear and streaming viewing into a single cross-screen metric. Measurements by channel, publisher, and service type are made for on-target and incremental reach, ad frequency, and linear and streaming overlap. The agreement is part of Paramount’s continued commitment to work with businesses that are introducing novel and sophisticated measurement methodologies in support of a future with many currencies.
Currency measurements alternatives
NBCUniversal has helped iSpot become a recognized national currency. Additionally, it will start with Amazon Prime for “Thursday Night Football.” So far among the Nielsen alternatives, competitors Comscore and VideoAmp have acquired broader currency status. Both currencies are recognized by Fox Network, TelevisaUnivision, and Warner Bros. Discovery. The Joint Industry Committee (JIC) granted conditional certification to the three alternatives last month. It is unknown whether Nielsen’s big data plus panel product will be made available to Paramount as a currency alternative. As a probable first step toward a more extensive MRC examination of its data, iSpot also gained Media Rating Council accreditation last month for its ad catalog.
Read More: NBCUniversal, In Latest Blow To Nielsen, Elevates iSpot To Ad Currency
The Joint Industry Committee
The JIC was established around significant TV media sellers and launched in January 2023. Several media agency groups afterward joined it. The JIC intends to offer substitutes for Nielsen measurement, which has been utilized for decades by both buyers and sellers of currency.
Here’s what they said
John Halley, President of Paramount Advertising said,
Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it. We are committed to supporting all new currency providers certified by the U.S. Joint Industry Committee, and we look forward to bringing greater transparency and flexibility to the way TV is transacted and measured. Our partnership with iSpot helps facilitate that goal.
Sean Muller, iSpot CEO and Founder added,
At the heart of new currency initiatives are ad buyers making more sophisticated investment decisions based on faster and more accurate cross-platform measurement. To its credit, Paramount has long been among the leaders of the marketplace with its investment in infrastructure, its willingness to transact on advanced audiences, and its embrace of new forms of measurement that better quantify the effectiveness of advertising.
Read More: iSpot Acquires 605 To Boost TV Measurement, US Data Footprint
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
Emarat Partners with PYXIS EVENTS for Digital Signage Advertising
Emirates General Petroleum Corporation – Emarat, a well-known supplier of premium fuel and services to numerous customers in Dubai and the Northern Emirates, has announced a ground-breaking collaboration with PYXIS EVENTS LLC. It is a dynamic 360-degree event and brand management firm with headquarters in Abu Dhabi and a division of Palms Sports PJSC. This strategic alliance marks a key turning point in the industry leveraging DOOH advertising opportunities at Emarat stations.
Insights into the partnership
This collaboration with PYXIS EVENTS LLC represents a significant turning point for the industry. PYXIS will now be in charge of media planning and management for a vast network of digital signage located at Emarat stations and throughout the network of service stations. The partnership intends to take advantage of the changing advertising landscape by utilizing digital signage to its fullest potential and providing businesses with tailored advertising solutions.
Digital Signage Revolution
This groundbreaking alliance promises to reinvent advertising in the United Arab Emirates. Furthermore, it establishes new benchmarks for the sector in light of the rapid development of digital technology. It also creates the necessity for companies to connect with their target consumers in creative ways. Both Emarat and PYXIS EVENTS LLC bring their knowledge and dedication to providing excellence. As such, the future of DOOH advertising at Emarat service stations looks promising with limitless opportunities for brands and advertisers. This groundbreaking cooperation promises to reinvent advertising and completely transform how companies interact with their target markets.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
Here’s what they said
Ali Bin Zayed Al Falasi, Senior Manager of Corporate Loyalty at Emarat said,
We are excited to welcome PYXIS as our media partner for our ambitious digital signage project. In today’s digital age, businesses are embracing technological solutions to enhance their operations and services, driving efficiency and productivity. We look forward to collaborating closely with PYXIS to unlock the full potential of Emarat’s service station reach, generating new revenue streams for all stakeholders.
Mukhles Odeh, General Manager of PYXIS states,
This strategic partnership with Emarat will not only expand PYXIS’ product portfolio but also empower us to offer comprehensive solutions to our clients. This encompasses resilient and effective digital solutions that invigorate their brands and amplify their strengths.
About Emarat
Since its founding in 1980, Emarat has been a mainstay of the UAE’s petroleum business, offering high-quality fuel and services to millions of customers. Emarat has high ambitions for additional growth across the nation and is committed to delivering great client experiences. As of September 2023, their network has grown to 130 service stations. Emarat also actively participates in the delivery of gas, natural gas, and aviation fuel while upholding the highest levels of customer service and moral conduct in accordance with regional, national, and international environmental, health, and safety norms.
About PYXIS
The well-known 360-degree events and brand firm PYXIS EVENTS LLC is headquartered in Abu Dhabi. PYXIS specializes in understanding client goals and producing unforgettable events from conception to execution. It offers customized event and production solutions. A customer-centric specialist team at PYXIS, a division of Palms Sports PJSC, creates meaningful connections and transforms experiences that provide events and brand interactions with a lasting impact.
Read More: Hivestack partners with Up Media to Expand Thai DOOH Market Share
Meta Contemplates Ad-Free Subscriptions, Targeting Indian Market
Meta Platform, the corporate parent of social media behemoths Facebook, Instagram, and WhatsApp, is now debating the implementation of subscription programs internally. The company is thinking about launching an ad-free membership option for the Indian market by 2024 in the midst of this. The action follows Meta’s goal to monetize its platforms on a global scale. Following discussions of establishing a similar subscription structure in the European Union to comply with strict privacy requirements, it is a calculated strategic move. Although these debates are still in their early phases, the report suggests that this strategy may be adopted soon.
Global monetization strategy
According to the article, these internal deliberations have been held to examine global monetization methods for Meta, with an emphasis on India. The organization wants to abide by the just-passed Digital Personal Data Privacy (DPDP) Act. Meta is actively having a thorough discussion about how to best ensure that all data protection laws are followed. It is investigating the most efficient ways to launch a free-for-trial subscription service that complies with data standards. The source said a paid, ad-free membership option will start rolling out for Indian users in the middle or toward the end of 2024. Currently, the EU is testing the plan.
Read More: Meta to Offer Ad-Free Subscription Plans For European Users
Meta’s Compliance with Regulatory Changes in the EU
In the EU, Meta attempted to roll out an ad-free membership service for Facebook and Instagram last week. Users have the option to not agree to the site using their personal information for targeted ads. Hence, they can opt for a $14 monthly subscription fee to use an ad-free version of Instagram on mobile devices.
In addition, Meta intends to start charging $17 per month for desktop versions of Facebook and Instagram. Notably, adding a subscription option signals a major change in Meta’s business plan. The internet giant recently changed how it makes money off its platform after receiving a heavy fine for violating EU privacy laws on the transfer of user-targeted ad data.
Here’s what they said
As reported by Mint, a Meta spokesperson said,
While the firm is striving to comply with the newly enacted Digital Personal Data Privacy (DPDP) Act, there will be intensified discussions on the optimal ways to ensure full compliance with data protection regulations. A pilot for a paid, ad-free subscription option for users in India, following a trial in the EU, is likely to be rolled out in mid- or late-2024.
Read More: Meta and Discovery+ Adjust Ad-Free Subscription Plans: Changes Ahead!
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
Taboola and Yahoo Partner for Native Ads Worldwide
Taboola, the leader in enabling proposals for the open web, revealed that its advertiser clients can now begin running native ads on Yahoo’s top digital properties worldwide. Taboola’s advertising platform will make this possible in more than a dozen markets around the world. With Taboola’s assistance, advertisers can now access Yahoo‘s extensive portfolio of websites, including Yahoo Mail, Yahoo News, and Yahoo Sports. Globally, they can access hundreds of millions of active users each month. Additionally, advertisers can run campaigns in conjunction with Yahoo’s dependable editorial environments and well-liked email platforms on desktop, mobile web, and mobile apps. Taboola projects $1 billion in annual revenue from the partnership.
A Significant Milestone
The information represents a crucial turning point in Taboola’s already declared 30-year strategic alliance with Yahoo. Additionally, it establishes Taboola as the sole provider of native advertising across all of Yahoo’s digital sites that may be purchased through the Yahoo DSP. In addition, Yahoo will keep several managed clients who purchase native ads on its owned and operated websites. Future cooperation milestones will center on technical and data connections made to give advertisers new ways to identify, target, and engage audiences more accurately.
Partnership benefits
The Independent, BBC, CNBC, and CBSi are among Taboola’s publisher partners. Combined with them, the collaboration with Yahoo gives businesses enormous reach to hundreds of millions of customers globally. Both businesses have been focusing on technology integration since January. It has been introduced in a few international areas to advertisers’ satisfaction. Advertising can be purchased on the Taboola network and Yahoo thanks to the supply being fully accessible worldwide, including in the United States.
Read More: Samsung Ads Partners with Brightline To Boost CTV Advertising
Potential challenges
The ability to service a huge volume of new advertisers and greatly increase size, according to Taboola, was the largest challenge. The statement went on to say that establishing seamless integration was the toughest hurdle.
Here’s what they said
Adam Singolda, CEO of Taboola said,
We’ve seen great results for advertisers on Yahoo’s international markets, and I’m excited to share that we’re taking a meaningful step forward to make Yahoo now available globally. With Yahoo, we’re supercharging advertisers’ ability to connect with millions of consumers around the world each day. This adds significantly to Taboola’s existing worldwide footprint and gives advertisers greater reach, better campaign performance, and a strong local team that can support advertiser success.
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo added,
We are excited about this next phase in our strategic partnership with Taboola. This collaboration sets us apart in the market, helping us drive long-term growth in native advertising while enhancing the experiences of users, advertisers, and publishers.
About Taboola
Taboola powers predictions for the public internet, assisting users in finding content they would enjoy. Digital properties, including websites, gadgets, and mobile apps, leverage the company’s platform. It is AI-powered, to increase user engagement and revenue. With some of the top digital publications in the world, such as CNBC, BBC, NBC News, Business Insider, The Independent, and El Mundo, Taboola has long-standing agreements. More than 15,000 advertisers use Taboola to reach more than 600 million active users every day in a setting that protects their brands. Taboola is a market leader in e-commerce suggestions after acquiring Connexity in 2021, fueling more than 1 million monthly transactions. Key clients include well-known companies like Walmart, Macy’s, Skechers, and eBay.
Read More: Yahoo Spins Out its Enterprise Engine Vespa for AI-Scaling Excellence
Yahoo Spins Out its Enterprise Engine Vespa for AI-Scaling Excellence
Yahoo announced the spin-out of Vespa, its enterprise AI-scaling engine to increase the reach of its technology platform. Vespa, which makes extensive use of data and AI online, will be a distinct and independent company. Since 2017, Vespa, a division of Yahoo, has served a range of external clients’ AI requirements, including Spotify, Wix, major financial institutions, and others. Searching through millions of documents inside a large enterprise, providing superior data-driven online services, or enabling scalable AI-based language apps are a few examples. 150 essential applications that are crucial to the business’s operations are supported by Vespa technology. These programs are necessary for real-time content personalization across all of Yahoo’s pages and for managing targeted advertising inside one of the world’s biggest advert exchanges.
What is Vespa?
In 1997, Vespa debuted as a cutting-edge search engine. Later, as a result of the Overture acquisition in 2003, it joined Yahoo. Vespa went open-source in 2017 and started providing services to outside customers in 2021. Through the spin-out, Yahoo will have a share in the new company and a director seat on its board.
Vespa – Yahoo’s spin-out
The spin-out intends to increase Vespa’s technology platform’s usability at a time when retrieval-augmented generation (RAG) requires the company’s artificial intelligence (AI) processing. With around 150 technology apps supporting close to one billion users, Yahoo will continue to be Vespa’s top customer and strategic investor. These programs process 800,000 inquiries every second, which is astounding. Vespa will also keep powering Yahoo’s internal solutions for search, dynamic recommendations, and providing users with targeted adverts and content.
Read More: Microsoft Advertising Enhances Search and Ads with Generative AI
Benefits of entity spin-out
Vespa will be able to benefit the rest of the globe greatly if a corporation is built around it. Additionally, it will enable businesses already reliant on Vespa to take advantage of cloud service efficiencies. More businesses will use it to solve online AI and big data concerns. Vespa will be able to quicken the creation of new features, enabling its users to produce even better solutions more quickly and inexpensively. Deploying on a cloud service or keeping with an open-source distribution are both possible options.
Thanks to its decade-long work on fusing AI and large data online, Vespa delivers features and scale that exceed any comparable solution. The demand for a platform that offers a solid basis for these solutions has never been greater as the world begins to use current AI to solve actual business problems online.
Here’s what they said
Jim Lanzone, CEO of Yahoo said,
Vespa has been a critical component to Yahoo’s AI and machine-learning capabilities across all of our properties for many years. While remaining Vespa’s biggest customer and a key investor, we’ll continue to leverage all that Vespa has to offer while simultaneously creating a new business opportunity that allows other companies to harness its technology as an independent entity.
Jon Bratseth, CEO of Vespa added,
Given Yahoo’s incubation and advancement of the technology over the years, now is the time to spin out Vespa and allow other companies to take advantage of Vespa Cloud in a meaningful way. With Yahoo’s continued investment and support, Vespa will be able to maintain its position as one of the largest and most sophisticated machine learning and database management platforms globally.
Read More: The AI Search War: Microsoft & Google Compete for Search Engine Leadership
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
Vistar Media Launches Dynamic Creative for Real-Time Sports Updates
A leading global provider of programmatic technology for digital out-of-home (DOOH), Vistar Media, recently unveiled its real-time sports updates’ dynamic creative capabilities to assist brands in better driving fan engagement, tune-in intent, and affiliation with particular games based on real-time sports updates. In order to generate localized fan excitement, this novel product enables marketers to seamlessly incorporate real-time, league-specific sports feeds into their advertising creatives, including unique matchups, live scoring, and game results.
Real-time sports updates’ dynamic creative activation
One distinctive activation feature that distinguishes evolving creativity in the DOOH advertising environment is “Real-time sports updates.” By using data to automatically update some parts inside a single advertising asset, dynamic creative enables marketers to increase the relevance of their DOOH ads. In order to efficiently change creative based on a campaign’s objectives, audience, and current situation, this creative strategy includes a number of eye-catching use cases, such as “real-time sports updates.” Leading advertisers including the NBA and Bally’s Sports South have recently activated ‘real-time sports updates’ campaigns.
Image credit- Vistar Media
Read More: Vistar Media and Ten Square Collaborate for Immersive DOOH
In order to engage and enthrall their sports-obsessed audience, marketers can easily activate “real-time sports updates” DOOH campaigns with the return of professional and collegiate football and basketball.
Here’s what they said
Leslie Lee, SVP of Marketing at Vistar Media said,
If you’re trying to inspire someone to take an action – from tuning in to a game, to placing a bet, buying a ticket or even buying beer – you should prioritize making your message relevant and immediate. For sports-related marketing, featuring real-time game updates or upcoming match details makes your ads specific, engaging and likely to drive results.
Read More: Vistar Media Enhances DOOH Advertising with Retail Inventory Package
