DoubleVerify Unveils Industry-First Holistic MFA Protection Solution
The renowned software platform for measuring digital media, DoubleVerify has recently extended its brand safety and sustainability offering. It attempts to make it possible for advertisers to track and get rid of MFA (Made for Advertising) websites. DV has advanced a precise definition of MFA with this breakthrough. Moreover, it helps marketers recognize and successfully handle MFA-driven challenges. To analyze MFA, DoubleVerify has unveiled its patented process that uniquely fuses human and artificial intelligence auditing. In their brand safety and suitability profile, customers may now easily enable DV’s solutions for measurement and monitoring. DV Authentic Brand Suitability will also be activated to avoid pre-bids.
Concerns about MFA websites
An ANA report was published in June amid worries that AI techniques were hastening the creation of offensive online content. It claimed that 21% (one-fifth) of all programmatic impressions were derived from MFA websites. Moreover, it attracted 15% of total ad expenditure. Additionally, DV carried out its independent investigation, wherein it was discovered that some MFA sites generate hundreds of millions of impressions each month.
Due to the lack of a standardized definition of what MFA is, it has led to misunderstandings. MFA content is often misconstrued as solely bot-driven and fraudulent traffic. But it only represents a small percentage of MFA traffic. Due to their false identities, these websites are excluded from standard fraud controls. On the other side, legitimate human users drive a majority of MFA traffic. They usually are directed to paid channels like social media and content recommendation engines.
Read More: Quotient Enhances DOOH Targeting with Brand Safety Capability
DV’s definition of MFA sites
According to DoubleVerify, MFA sites are the ones whose single purpose is to deliver ads. One can analyze several factors to locate these sites. The factors are set across ad monetization activities, ad traffic sources, and approaches to content creation. Particularly, these websites have the following characteristics.
- Significant ad density compared to the page’s actual content; frequent ad refreshes to optimize yield each visit.
- With hardly any traffic originating from organic sources, monetization is primarily dependent on paid traffic channels – for instance native and social.
- Constant scrolling and browsing through the same domain’s content
- Content that has been literally copied across several websites and is occasionally generated automatically by generative AI.
The approach that DV uses makes it possible to prevent false positives and miscategorization. It accomplishes this by enabling a thorough and complex level of testing. For instance, a website may have a sizable amount of ads while also receiving a lot of direct and search-enabled traffic. The publisher would not fit DV’s definition of an MFA website in this case. DV has mostly given its clients the capability to access MFA sites upon request. Beginning September 20, 2023, DV’s offering will be extended in beta to all advertisers. The solution will continue to change and advance over successive development cycles.
Here’s what they said
Mark Zagorski, CEO of DoubleVerify stated,
DV continues to lead with customer-driven innovation that helps advertisers tackle the rapidly evolving challenges in digital advertising that impact media quality and performance. With the rise of AI tools that can rapidly spawn MFA sites, DV’s own AI tech is crucial in empowering global brands to identify, measure and avoid problematic MFA content in real time and ultimately drive better marketing outcomes.
Jack Smith, CPO at DoubleVerify added,
The term ‘Made for Advertising’ has created significant confusion within the industry. As an industry-leading measurement and verification provider, we believe it’s crucial to lead by example and offer clarity. Our goal is to safeguard advertiser investments and support high-quality publishers who are seeking to monetize legitimate content.
Read More: DoubleVerify Acquires Scibids, Reinforces AI-Powered Solutions
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
Magnite Partners with Scope3 to Enhance Advertising Sustainability
The biggest independent sell-side ad provider in the world, Magnite, has announced a partnership with Scope3 to provide carbon emissions data across Magnite’s massive omnichannel inventory. As a result, advertisers will be able to evaluate their carbon emissions and match the success of their campaigns with their sustainability objectives.
Magnite will provide Green Media Products (GMPs) powered by Scope3 data as part of the cooperation. Advertisers and media purchasers can quickly find supply routes that naturally exclude climate risk (high carbon) inventory thanks to GMPs. To precisely measure carbon emissions from digital advertising, Scope3 developed and still employs the most detailed and all-encompassing emissions data model in the industry.
Here’s what they said
Sean Buckley, Chief Revenue Officer at Magnite said that with this partnership, the company is looking to minimize its environmental impact as the largest independent SSP. Furthermore, they are wanting to help their clients to do the same.
Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future. Digital advertising is inherently an energy-intensive business given the high level of data processing required. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy efficient practices while also improving advertising outcomes.
Brenda Tuohig, Chief Commercial Officer at Scope3 stated,
The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact. Our partnership represents yet another key building block in our mission to achieve a decarbonized ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.
Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands commented
Sustainability is a priority for IPG Mediabrands, and we strive to ensure our clients are investing their media budgets in the most efficient and green paths to premium supply. We have long worked with Magnite on SPO to reduce unnecessary duplication and waste. We welcome the addition of Scope3 data across Magnite’s inventory as it provides another layer of transparency and accountability.
Read More: Magnite-Mediaocean Enhance CTV Access to Local Linear Buyers
iSpot acquires 605 To Boost TV Measurement, US Data Footprint
iSpot, one of the many ad tech startups attempting to compete with Nielsen in the measurement of media viewing, recently announced the acquisition of 605. The business being acquired specializes in identifying media or determining the impact of exposure to a certain advertisement on a sale. iSpot is extending its reach in TV and media measurement with the acquisition. Additionally, data from millions of pay TV set-top boxes will be added. Kristin Dolan, the current CEO of AMC Networks, played a role in the launch of 605, the firm that is being acquired.
iSpot – 605 partnership
Together, the two independent measuring companies will enhance new currency and end-to-end services for networks, agencies, and brands. ISpot claims that 605 immediately improves its video and TV advertising measurement solutions. The acquisition of 605 will strengthen machine learning-powered data science managed services, sophisticated audience measurement, media planning, and business outcome attribution. The details of the payment were not discussed.
The combination of the two companies’ technology, according to iSpot, will hasten the release of novel solutions for brands and programmers. In particular, predictive AI solutions that use exclusive data assets for better prediction, scheduling, optimization, and results reporting. Additionally, all 85 of 605’s workers will work for the combined business. 605 will continue to run as an iSpot business for the time being. Together, the two companies will aim to combine all of their products into a single offering.
Read More: Dynata and Comcast Partner for Accurate Media Measurement
Innovative solutions
605 provides iSpot with cutting-edge technologies that TV networks have widely accepted. It will right away increase the options available to its sizable brand business. Best-in-class business outcome attribution tools are among the systems that assess success using CPG sales, vehicle sales, credit card sales, location, search, and survey KPIs. With the acquisition, iSpot will add set-top box data from 16.6 million homes. The overall usable TV device footprint will increase to 82.7 million. The business referred to extended data, which also includes LG and Vizio smart TV data, as a crucial basis. It will assist in bringing new currencies and precise representative measurements to the digital TV market.
Here’s what they said
iSpot founder and CEO Sean Muller said,
605 has developed an impressive technology architecture, a great approach to using big data, and a suite of powerful solutions that nicely complement our own. We are excited to integrate their world-class team of engineers and data scientists in our mission to modernize measurement effectiveness and new currencies.
Kristin Dolan, Founder of 605, and CEO of AMC Networks commented.
We launched 605 seven years ago with the idea that high-quality data and advanced analytics would make television advertising even more effective, from planning and segmentation all the way through to attribution and now prediction. During a time of profound change in our industry, I could not be more-proud of the team for delivering on that promise.
ISPOT.TV
In terms of real-time cross-platform TV ad measurement and attribution, iSpot.TV is the industry leader. The company’s always-on platform tracks the financial and brand effects of TV advertising and provides quick, precise, and usable information that helps businesses justify and maximize their TV and video spending.
Read More: Dentsu India Debuts Game-Changing Media Insights Tool
Snapchat Introduces Screen Sharing Feature For its Web Users
With the inclusion of screen sharing, Snapchat, the multi-media messaging software has made a big advancement in its technological capabilities. The platform is historically only known for its messages that vanished. On the web version of its platform, the company has launched a new feature that enables users to screen share during calls. Snapchat had previously concentrated on image-based communication and brief video. It appears that the platform is attempting to expand its functionality with screen sharing, perhaps with an eye toward the industry that is now dominated by Zoom and Microsoft Teams.
Benefits of Screen Sharing on Snapchat
Convenient communication
The simplicity of screen sharing on Snapchat is one of its advantages. As they can see everything in real time, there is no need to provide screenshots or videos of what you want to communicate with someone. When demonstrating a new program or game or teaching a hard concept, this can be helpful. Utilizing this tool, nevertheless, requires caution since it raises potential privacy issues.
Sharing a screen facilitates more efficient conversation. It can be difficult to successfully communicate some concepts when all that can be done through texting is transmit text messages or, at most, photos. However, one may quickly convey an idea graphically or tell the other person how something works through screen sharing.
Problem-solving
Second, screen sharing facilitates learning and problem-solving. It’s especially helpful when attempting to solve computer-related issues, such as diagnosing software problems or instructing someone on how to properly utilize a specific program.
Collaboration
Last but not least, employing Snapchat’s screen-sharing feature encourages interaction among team members who are digitally working together across multiple locations at the same time, making life easier for everyone concerned.
In conclusion, Snapchat’s screen-sharing function offers a variety of advantages that enhance communication effectiveness and foster deeper interpersonal engagement.
Screen Sharing with Snapchat
Screen sharing has long been a standard feature of business-oriented digital communication tools. It is now also accessible for private use on social media sites like Snapchat.
How to share a Snapchat online screen
- Users must sign into their Snapchat account via the mobile app or the website at web.snapchat.com in order to enjoy the new screen-sharing feature.
Image credit- Search Engine Journal
- The next step is to start a call with a friend or a group after logging in.
Image credit- Search Engine Journal
- The share button is located at the bottom of the screen near the video and microphone controls. Users may share their screen by clicking it.
Image credit- Search Engine Journal
- Users can collaborate more fluidly online by sharing from their PCs and seeing from their phones.
Users can share their screen with other Snapchat users when using the iPhone app. However, users must be using the online interface.
The most recent changes for Snap users
The function may alter how common users collaborate online. Whether it be students working on group projects or families attending online activities. Businesses and marketers may also use Snapchat in novel ways to connect with target clients on the well-liked site. Overall, it’s evident that Snapchat always aspires to enhance its user experience through the introduction of creative updates designed to raise the caliber of our online discussions while integrating some entertaining components into it. This social media platform is one to keep an eye on because of its enhanced screen-sharing capabilities, which create limitless opportunities for interaction among friends across diverse geographic areas and give users access to a large variety of third-party programs via Mini-apps.
Read More: Lemon8, TikTok’s sister app struggles in the US, users cite inorganic feel and influencer bias
GroupM Nexus Launches Innovative Marketing Solutions in Malaysia
Two ground-breaking advertising solutions have been introduced by media investment firm GroupM Nexus, a division of the acclaimed WPP media investment group. These products were created specifically for the Malaysian market. Modern Addressable TV technology and cutting-edge Digital Out of Home (DOOH) capabilities are at the heart of these solutions. With geolocation capabilities, these advertising solutions will redefine how brands communicate with their audiences in the Malaysian marketing and advertising sector.
The Addressable TV solution: precision equals power.
The Addressable TV Solution from GroupM Nexus combines data-driven accuracy with the power of television. Precision data and large screens are used to reach dispersed audiences. It can effectively segment audiences based on a variety of characteristics by drawing on its partnerships with top-tier data providers. They include factors like socioeconomic status, developmental stages, financial habits, and the capacity to target people based on their ZIP codes. Notably, businesses can even customize their advertisements for various households that watch the same programs. It will be a ground-breaking method for businesses to increase the effectiveness of their advertising and maximize their returns on investment.
New DOOH advertising era
The company’s end-to-end DOOH suite, which complements its existing products, uses data insights like audience movement patterns to develop tailored advertisements that speak to the correct people at the correct time. In real-time and at scale, brands can assess the effectiveness of these campaigns and adjust their advertising, design, and targeting tactics accordingly. The result makes sure that marketing efforts are always in line with desired outcomes.
Read More: GroupM Launches Geo Granularity For TV Advertisers
Living in a future without cookies
The significance of GroupM Nexus’ launch goes beyond its cutting-edge products. The business will offer advertisers a forward-looking roadmap as the advertising sector navigates the tricky waters of a cookie-less future. It goes beyond merely staying current with the changing environment. It is about sustaining longevity and relevance in a continually changing ecological environment.
A new frontier for advertising
GroupM Nexus’ solutions introduction ushers in a new era of marketing and advertising in Malaysia. Brands are learning fresh approaches to expanding and connecting with their target audiences. Addressable TV and DOOH are creative developments that promise an exciting future. Marketers are increasingly turning to DOOH as their primary advertising platform as a result of recent fast digitalization. Additionally, DOOH has seen a tremendous increase in the APAC region. According to research, the DOOH market in the region will reach USD 8 billion in 2022. By 2028, it is anticipated to increase by another USD 18 billion.
Here’s what they said
Arshan Shah, APAC CEO of GroupM Nexus said
The convergence of our Addressable TV solution and advanced DOOH capabilities empowers brands to not only connect but resonate with their audiences on a deeper level. We are witnessing a pivotal moment in the advertising realm. The convergence of our Addressable TV solution and advanced DOOH capabilities empowers brands to not only connect but resonate with their audiences on a deeper level. Our Solutions transcend the traditional and forge new avenues for brand growth.
Read More: GroupM Bolsters Media Decarbonization with SeenThis Partnership
Cracking the CRED Code: A Deep Dive into its Advertising Mastery
This case study explores how the Indian fintech company CRED went from zero to hero thanks to its marketing team and advertising approach.
Introduction
CRED, an Indian Fin-Tech business, became well-known in India thanks to its creative marketing strategy. The sole objective of CRED is to educate Indians about money and establish their creditworthiness
Path to Tackling Challenges
CRED was able to pinpoint the difficulties customers had paying off credit card debt and other bills and unveiled a business plan centered on these issues.
- EMI payments.
- Significant late payment fees.
- Hidden fees and additional interest
In response to the pain points, here’s what they provided their users with-
- Method for tracking bills
- On-time payment method with an automated payment option.
- Points for every payment of a bill and other features
Advertising and Marketing Campaigns
The primary goal of CRED was to successfully dominate digital marketing rather than conventional marketing. It used a variety of marketing techniques, some of which you may be familiar with.
Ad Campaigns
Here are some of the campaigns CRED has carried out leading them to become a unicorn start-up.
1. Celebrity Endorsements
CRED used celebrities from the world of sports and Bollywood in many high-profile marketing efforts to advance the brand. Because the notion was novel at the time, the brand used well-known faces to pique people’s interest while also fostering consumer confidence. CRED is famous for endorsing Famous 90s celebrities in its advertisements. For the initial part of their marketing campaign, their goal was to increase app downloads, and that’s exactly what they conveyed through their ads.
Indiranagar ka Gunda Ad
The ad showcased Rahul Dravid in a never-seen persona. The implication? Getting rewards after paying credit card bills through CRED was just as absurd as the chances of Rahul Dravid having anger issues. The ad trended #1 on Twitter. This was CRED’s highest-grossing ad. Within a week of its screening, it generated a wave of user-generated content, from memes to brand engagements. ,
By numbers,
- The ad generated over 3.6 million views on YouTube
- Garnered 114K in engagements within a week
- 31K mentions on social media
- Share sentiment of the ad was positive with 59%
CRED Meme Marketing. Image Credit- IIDE
2. Kunal Shah’s Personal Branding
Kunal Shah, the founder of CRED, is quite active on social media. He built his personal brand by selecting information on financial subjects, expressing his views on the startup scene, and interacting with other Twitter influencers.
In the last one year you’ve spent more time at:
— Kunal Shah (@kunalb11) July 26, 2023
3. Platform Marketing
The brand maintains a vibrant presence across several social media platforms, which has had a big impact on its performance. They interact with other firms’ tweets, entice celebrities to promote and retweet their material and use other marketing strategies to increase their audience base.
Do they not know about my Oscar?@CRED_club pic.twitter.com/BcW18zXLBO
— Anil Kapoor (@AnilKapoor) September 19, 2020
4. Content Marketing
Furthermore, CRED also engages with its audience on YouTube. The company curates blogs related to the finance sector, releases podcast on topic related to start-up trends, money and much more.
Image credit- IIDE
Results
The marketing and advertising plan used by CRED was quite successful. CRED has effectively tapped all of the advertising’s potential. The IPL season of 2021 was CRED’s most prosperous marketing initiative.
- App downloads increased by 700%.
- Spent around Rs. 120 cr during its three-year affiliation with the Indian Premier League.
- Aimed to cut through the clutter and evoke nostalgia.
- Emphasized simply one CTA—download CRED
- Has millions of active downloads and is RBI-certified.
- Today, CRED processes more than 20% of all credit card payments made in India.
Today in India, Cred is among the brands that people are most familiar with. The influence that CRED has made can serve as an example for up-and-coming, innovative enterprises. CRED has created goods that people today would not have imagined using in the past. Their successful golden strategy of changing society’s behavioral design has turned them into a billion-dollar business and is an intriguing case study for India’s startup scene.
Read More: 10 Game-Changing AI Tools for Digital Marketing in 2023
TikTok Launches TikTok Shop in the US, Transforms Online Retail
TikTok is finally launching its retail aspirations with TikTok Shop for all users in the US after years of testing and rumors. The business aims to transform the culture of online shopping with motivating hashtags like #TikTokMadeMeBuyIt. On the app’s home screen, a Shop button now connects users to a marketplace. With a few clicks, a user can purchase items without exiting the app. Additionally, some of the products will have a Shop button in the films that will take viewers to the store. The corporation is placing a big gamble with this decision because it hopes to generate a new revenue source in the US, where the app has over 150 million users, by leveraging the app’s cultural influence.
TikTok Shop blends the strength of community, creativity, and commerce to offer a seamless buying experience while empowering brands and creators to interact with avid consumers based on their interests. The launch of a retail portal on a social networking platform is nothing new. The Shop tab was previously introduced by Instagram in 2020. It allowed customers to browse the brand’s Instagram photographs and videos and make purchases. The tab, though, was dropped earlier in March.
TikTok Shop
With TikTok Shop, the company offers users a way to enjoy the thrill of finding and buying new things without ever leaving the app. It has created easy-to-use tools to assist businesses in making this a reality. TikTok Shop is a separate tab that users may use to search for and find various things, explore goods in various categories, and handle their orders.
Image credit- TikTok
Read more: NYC Bans TikTok On City-Issued Devices Amid Security Concerns
In-Feed Video and LIVE Shopping
Shop tagged items directly from videos and LIVEs on the “FOR YOU” feed’s in-feed video and LIVE shopping feature.
Product Showcase
Browse product names, read reviews, and make direct purchases from the profile of a favorite brand. On their profile page, businesses can create personalized product collections.
Shop Tab
Companies list their goods on a marketplace for new products, where shoppers can quickly search and find deals. Shoppable content and product listings highlight product recommendations, and buyers may manage orders from one tab.
Affiliate Program
Through new commission-based product marketing opportunities, creators can get in touch with sellers. Creators have a new option to monetize their talent by showcasing products in quick videos and livestreams. Sellers may select the affiliate plan that’s best for their business.
Shop Ads
New TikTok Shop Ads give sellers more possibilities to advertise their TikTok Shops so that users may find them and make purchases there.
Fulfilled by TikTok
TikTok Shop stores pick, pack, and then ship sellers’ products to clients as part of their new logistics service. This allows retailers to concentrate on their own products.
Secure checkout
To ensure a quick, simple, and secure checkout procedure, TikTok collaborates with reputable third-party payment platforms to enable transactions on the TikTok Shop. All US user data that is safeguarded by TikTok is kept in the country and maintained by USDS.
The social media site can gather more user data through its Shop tab, including addresses, financial data, and purchasing preferences. However, TikTok has stressed that all data gathered from US customers is maintained in the nation and managed by USDS, a distinct institution responsible for handling user data. TikTok is already under fire for its ties with China and has drawn criticism for it.
Read more: Zeotap Data Joins TikTok to Enhance Targeting And Boost Ad Campaign
How to Sign Up for the TikTok Shop?
In the TikTok app,
- Visit your profile and using the menu, navigate to Creator tools.
- You will see the option to sign up for the TikTok shop as a seller or creator to earn brand commission
- Creators must at least have 5,000 followers and be 18 years old to be eligible for the TikTok Shop affiliate program.
Image credit- TikTok
TikTok shop’s integration with E-commerce Apps
Several well-known e-commerce platforms, including Shopify, WooCommerce, BigCommerce, Magneto, and Salesforce Commerce Cloud, have connected with TikTok Shop. As a result, it should be simple for current online merchants to begin selling on TikTok without starting from scratch. In order to promote omnichannel businesses, TikTok has also worked with a number of multi-channel platforms, including Channel Advisor and Feedonomics. Vendors can use apps from companies like Zendesk, Printful, Yotpo, EasyShip, and others to enhance TikTok Shops’ functionality and capabilities.
Influencer marketing and social commerce in the future
Although the TikTok shop has a lot of potential, concerns around data privacy will always exist. The corporation faces a challenging task in maintaining a positive user experience while upholding privacy and security concerns, largely because of previous incidents involving user data. In order to protect users’ security and privacy, TikTok uses reputable third-party payment platforms. Integrating customer contact with e-commerce, as each interaction may result in a direct sale or an affiliate commission. Thailand, Vietnam, Malaysia, the Philippines, Singapore, and the UK are among the nations that have access to TikTok’s online marketplace.
Read More: TikTok Prioritize User Rights with Revised DSA Standards in the EU
Dentsu India Debuts Game-Changing Media Insights Tool
Planners can only integrate APIs (application programming interfaces) into the media analysis program they employ. They are forced to manually search through several sources for the information. Media services from Dentsu India announced the Dentsu Intelligence Dashboard (DID), a first-of-its-kind competitive media insights and intelligence solution, to address this issue. Planners and clients will be able to quickly understand the most recent competitor data and make decisions more quickly as a result. The program offers automatic data analysis of online and offline media expenditures, gross rating points (GRP), and impressions.
The Denstu Intelligence Dashboard
The DID was developed in accordance with the network’s ongoing collaborations with sources that are distributed by the industry. It is designed to compile and transform data from various media channels onto a single platform. Dentsu wants to make the process easier by providing views with its digital data, aggregated data, and automated PPT capability through this application. Moreover, it allows media planners the freedom to tailor their searches at different levels.
The system utilizes its dynamic capabilities to select sectors, categories, brands, advertisers, etc. The application also provides a comprehensive perspective of data analysis from several channels, including TV, Print, Digital, and Radio. The solution will improve Dentsu India’s capacity to provide clients with access to the most recent GRP data. This will be irrespective of the category or brand, which is important to mention.
Read More: Adlook – Adsquare Join Forces for Advanced Brand Growth Solutions
Here’s what they said
Commenting on the tool launch Anita Kotwani, CEO of Media, South Asia, Dentsu said,
At dentsu, we are on a journey that requires us to compete with ourselves. Our determination to break our records ensures that we invest in building one-of-its-kind cutting-edge solutions for our clients. The tool is certainly a game changer & one-stop go-to for our clients. Media pulls a massive chunk of financial budgets for every brand and the slightest deviation in seeking the true picture could ruin all their efforts. Dentsu Intelligence Dashboard simplistically offers data insights that are accurately curated in an easy-to-understand format and save resources. The launch of this tool is just the beginning of the many firsts that we are working towards.
Bhasker Jaiswal, Chief Operating Officer, Media, Dentsu India, states it will be the first tool in the market to integrate data from multiple data sources. It will further help to reduce workload and enhance strategy-making. He further added,
We believe in upgrading our practices to best serve our clients and people. Dentsu Intelligence Dashboard is also proof of our commitment to contributing to the industry at large. It goes way beyond a simple dashboard and gives planners/clients a readymade competitive overview for Digital as well as TV GRPs which will certainly make it a must-have for all brands.
Pankaj Bhatlawande, Vice President – Media Analytics, Media, Dentsu India commented,
Built on scalable architecture and powered by new-age technologies, the Dentsu Intelligence Dashboard will deliver unparalleled competitive intelligence to media planners. Using serverless technologies like BigQuery enabled data transformation of RLD data, and GRP calculations at scale and reliability. We are certain of this being a game-changer which will elevate marketing strategies to newer heights and redefine business approaches in this digital age.
Read More: Dentsu-Microsoft Forge AI-Powered Alliance for Agency Brands
Imagine Communications Join Forces with Google Ad Manager
Imagine Communications, a well-known provider of advertising technology solutions has teamed with Google Ad Manager. Converged TV advertising is expected to change thanks to this creative alliance. By enabling seamless cross-platform campaigns and assuring uniform ad placements across all delivery channels, it will provide broadcasters and TV operators with greater power. It will include cable television broadcast over the air or online. Additionally, the alliance brings cutting-edge programmatic capabilities that enhance direct ad sales by maximizing yield and raising the effectiveness of ad sales. Attendees at IBC2023 will get a first-hand look at the results of the relationship.
Google Ad Manager Integration
The media business is always changing. The combined strengths of the two businesses will aid in bridging the direct sales gap between the ever-evolving world of programmatic sales in-streaming CTV and traditional linear TV. Direct and programmatic ads are made possible across all deal kinds by Imagine’s SureFire video ad server, which also offers ad demand management features. Direct Sold/programmatic, Private Marketplace Deals, and RTB are a few of them. Broadcasters and TV operators can now cover unsold inventory thanks to this integration. Additionally, it allows them to rapidly allocate parts of the ad inventory to optimize fill while preserving a high standard of viewing.
Broadcasters can offer premium ad placements across a variety of media because of this complete approach. Additionally, it provides programmatic components that facilitate effective yield optimization. To facilitate implementation irrespective of the sales, order management, and traffic services that TV operators may pick, SureFire offers a wide set of APIs and integration points.
Here’s what they said
Rob Malcolm, General Manager of ad tech at Imagine Communications said,
Imagine Communications is expanding cross-platform ad management solutions to help broadcasters and media companies unify TV ad sales and deliver all the attributes advertisers love about traditional Linear TV onto CTV platforms. Our partnership with Google Ad Manager underscores this commitment, as we revolutionize not only direct sold placement, but add programmatic capabilities to meet the evolving media landscape.
About Imagine Communications
Imagine Communications supports the media and entertainment sector by transforming innovation. Broadcasters, networks, video service providers, and businesses all around the world rely on its efficient, future-proof multiscreen video and revenue enablement solutions to support their mission-critical operations. Today, almost half of all video channels on the planet use its technologies. Moreover, close to a third of all ad revenues worldwide come from its software solutions. They provide the most cutting-edge IP, cloud-enabled, software-defined network, and workflow solutions in the market through ongoing innovation.
Read More: New ‘Instacart for Shopify App’ Revolutionizes Merchant Advertising
