UAE’s G42 Unveils ‘Jais’, A Powerful Open-Source Arabic AI Model
G42, the Abu Dhabi-based tech conglomerate focusing on AI announced the launch of a novel Arabic Large Learning Language Model (LLM) open-sourced by AI. The collaboration took place with the Mohamed bin Zayed University of Artificial Intelligence (MBZUAI). The partnership between MBZUAI and Cerebras Systems produced the name “JAIS,” inspired by the highest peak in the UAE. A large collection of data blending Arabic and English, including some from computer code, was used to create the 13 billion parameters that make up the fresh native LLM model. It is also trained on datasets with 395 billion tokens in Arabic and English. It intends to educate 400 million Arabic-speaking people about AI’s potential. The dataset comprises 279 billion English word tokens to improve performance across languages and 116 billion Arabic tokens that reflect the diversity of the Arabic language.
Today, we are excited to announce the launch of Jais, the world’s highest quality open-source Arabic large language model (#LLM) and a collaboration between Inception, a G42 company,@MBZUAI & @CerebrasSystems. pic.twitter.com/fsMV4SHp1g
— G42 (@G42ai) August 30, 2023
How did Jais come into existence?
Cerebras Systems developed the new language model using supercomputers. It produces chips the size of dinner plates that compete with NVIDIA’s powerful AI gear. Due to the current shortage of NVIDIA processors, businesses worldwide are looking for alternatives. G42 has a subsidiary called Inception. Due to the dearth of Arabic data, the team trained the Jais model’s capacity to reason with computer code using only English language data. To give exclusive access for testing purposes, Inception and MBZUAI formed an academic relationship with several institutions. Academic collaborators include Carnegie Mellon University, The University of Edinburgh, Sorbonne Paris Nord-LIPN, NYU Abu Dhabi’s CAMeL Lab, and others. The initiative was started by a group that included academics and engineers since they claimed there weren’t many bilingual LLMs.
The Condor Galaxy (CG-1) supercomputer owned by Cerebras served as the model’s training ground. CG-1 is a part of a network of nine connected supercomputers. G42 and Cerebras Systems presented the same in July. Their supercomputers present a novel method for AI computation that promises to drastically shorten the time required for model training. Customers can benefit from the efficiency of an AI supercomputer using the CG-1 cloud service from Cerebras and G42 without having to oversee or deploy models across physical systems. Cerebras stated this year that it had sold three units to G42. The first will be delivered in the coming months and the remaining two in 2024.
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How will Jais be used?
Jais will speed up innovation and strengthen Abu Dhabi’s reputation as a center for AI research, cultural preservation, and international cooperation. Through the open sourcing of Jais, Inception hopes to involve the academic, research, and developer communities. This will be done to hasten the development of a thriving Arabic language AI ecology. The language performs far better than current Arabic models and is equally viable with English models of comparable size. Other underrepresented languages in mainstream AI can use it as a model.
Several institutions will also use Jais. They include the UAE Ministry of Foreign Affairs, the UAE Ministry of Industry and Advanced Technology, the Abu Dhabi Department of Health, Etihad Airways, the First Abu Dhabi Bank (FAB), and e&. Currently, users can download Jais via Hugging Face. After registering their interest on the Jais website, users can try Jais online. They can also receive an invitation to enter the outdoor setting.
Challenges facing the new LLM
The scarcity of high-quality Arabic language data available, as compared to English, presented one of the difficulties in training the model. By using media, social media, and code, Jais uses both the widely accepted current standard Arabic and the various spoken dialects of the Middle East.
Additionally, Gulf monarchies’ desire to lead in AI has raised concerns about elites abusing the technology. The most cutting-edge LLMs available right now, such as GPT-4, which drives OpenAI’s ChatGPT, Google’s PaLM, which powers its Bard chatbot, and Meta’s open-source model LLaMA, are all capable of comprehending and producing text in Arabic. According to Andrew Jackson, the Arabic components are watered down in current models that operate in up to 100 languages.
Jais beats Falcon as well as open-source models like LLaMA, which have previously defined Arabic accuracy. Falcon’s software, according to its creators, has not been preconditioned in Arabic. The Jais model also takes a closer look at the culture and setting of the region, as opposed to most US-centric models. The model underwent rigorous testing to screen out any potentially dangerous, delicate, offending, or illicit material that did not adhere to the organization’s principles.
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Here’s what they have to say
Andrew Jackson, CEO of Inception said,
We believe that innovation thrives when we collaborate. With this release, we are setting a new standard for AI advancement in the Middle East and ensuring that the Arabic language, with its depth and heritage, finds its voice within the AI landscape. Jais is a testament to our commitment to excellence and our dedication to democratizing AI and promoting innovation.
He further said,
The UAE has been a pioneer in this space (AI), we are ahead of the game, hopefully. We see this as a global race. Most LLMs are English-focused. Arabic is one of the largest languages in the world. Why shouldn’t the Arabic-speaking community have an LLM?
MBZUAI President and University Professor Eric Xing said,
Developing such a high-caliber Arabic LLM demanded cutting-edge AI research in addition to an in-depth and nuanced understanding of the Arabic language, its diversity and heritage, and the growing importance of LLMs across all echelons of society. Thanks to our research and partnerships with Inception and other top regional and global organizations, MBZUAI will continue pioneering LLMs that are efficient, effective, and accurate.
Andrew Feldman, co-founder and CEO of Cerebras Systems further added,
Our strategic partnership with G42 is already delivering pioneering results. A few weeks ago, we introduced the first multi-exaFLOP AI supercomputer, Condor Galaxy 1 (CG-1). Now, the partnership delivers another key breakthrough: the leading Arabic LLM for the open-source community. At Cerebras our passion is building groundbreaking technology. One of the great rewards is seeing the innovative ways it is used. Jais is a significant contribution to the international open-source community. It is also a testament to how incredibly easy CG-1 is to use and how it enables extremely rapid AI model development.
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Reuters Partners with The MediaVantage for ME Advertising Reach
Reuters, one of the biggest news organizations, and The MediaVantage, a worldwide media representation firm in the Middle East, have announced a new partnership. The collaboration will enable The Media Vantage to represent Reuters in the Middle East. It will offer Middle Eastern brands marketing and advertising reach options. Reuters is a business, financial, and international news supplier established in 1851 and produces content with more than 2,500 journalists in 200 locales. They operate in accordance with independence, integrity, and freedom from biases as set forth by the Thomas Reuters Trust Principle. Campaign Middle East reports that the agreement between MediaVantage and Reuters will expand the latter’s total media offering.
What are the benefits for Middle Eastern brands?
By doing this, The MediaVantage will give regional brands direct access to the broad range of marketing and advertising options offered by Reuters. It will give brands the ability to successfully increase their worldwide marketing and advertising reach and influence.
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Here’s what they said
As reported by Campaign Middle East, Dan Qayyum, General Manager Media & Sales, The MediaVantage said,
Brands and advertisers across the Middle East can now leverage Reuters legacy of excellence and unparalleled reach. We are excited to facilitate a seamless connection between our clients and Reuters advertising and marketing solutions, its content studios, and its engaged global audience of more than 52 million on Reuters.com and 54 million on social media.
Preya Shah, Head of Digital Sales EMEA & APAC, Reuters said,
The Middle East is an important market for Reuters, and we’re excited to work with MediaVantage to offer innovative ways to reach an influential audience that delivers real impact. Our award-winning journalism provides the ideal environment for marketers in the region to share their message, connecting them with senior professionals all over the world.
The MediaVantage and TIME partnered earlier this year to become sole representatives for each other’s properties. These include TIME newsletters, TIME.com, TIME.com magazine, TIME’s social media platforms, TIME signature events, and its exclusive media studio “Red Border.”
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Bidstack-Venatus Partner for Enhanced In-Game Advertising Reach
Venatus and Bidstack have established a novel business agreement. Bidstack is a platform for in-game advertising and video game monetization. Venatus is the top channel for publisher advertising and revenue generation in the gaming and entertainment industries. The partnership will grant Venatus unique access to Bidtstack’s largest video-game advertising inventory in six significant global locations. The business alliance, which aims to use the affinities between the two platforms, is seen as an expansion of the already-existing relationship.
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The Bidstack – Venatus Deal
Since 2017, Bidstack has led the way in creating an intrinsic in-game advertising model. It now boasts a network of more than 400 top-notch video games available on both PC and mobile devices. A monthly reach of 100 million individuals has been noted. OneFootball, Apple, Samsung, Marriott Bonvoy, and Doritos are just a few of the brands for which it has produced award-winning campaigns while collaborating with industry leaders like Sports Interactive, Ubisoft, and Miniclip.
In accordance with the agreement, Venatus will assume sole ownership of the direct sales of the video games from Bidstack’s in-game library on PC and mobile platforms. They bring more than 40 gaming experts and have a sales presence in the US, UK, Germany, Canada, Australia, and South Korea. The Venatus offer, which focuses on a campaign’s in-game, next to the game, and around the game, gains additional dimension with newly discovered access to Bidstack’s intrinsic in-game network. It includes well-known websites like EA, Futbin, Rovio, and unique activations on platforms like Roblox. Previously, Venatus and Bidstack worked together to monetize esports properties through advertising, like Gfinity.
As more video games are released each year, in-game advertising is growing quickly. Statista predicts the market will increase from $83 billion in 2022 to $94 billion in 2023. They are attempting to exploit the rising markets for video games and digital advertising. Thus, both parties will receive enormous value through this collaboration. They focus particularly on monetizing post-pandemic reality, where in-game and digital advertising has become more important.
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Here’s what they said
James Draper, Founder and CEO of Bidstack, said:
Bidstack and Venatus have a shared history as innovators in the video game advertising space. Now, we’ve identified an opportunity to create massive value for both businesses, our customers, and partners through a major tie-in that combines Venatus’ gaming specialist sales heft with Bidstack’s programmatic technology and carefully nurtured network of games. With the tailwinds behind in-game advertising, the opportunity is crystallising too quickly for Bidstack to capitalise on alone and we’re delighted to have Venatus alongside us.
Rob Gay, Co-Founder and CEO of Venatus, said:
Venatus offers brands multiple touchpoints with consumers within, next to and around video games. With the rapid growth of intrinsic in-game advertising, we now partner with experts in the format and add another string to our bow on behalf of our customers. This partnership comes at an opportune moment after the expansion of our US leadership team in June and, with Bidstack’s world class in-game network, we can build richer, more diverse campaigns on behalf of our clients in this incredibly exciting gaming media channel.
About Venatus:
Venatus is a leading international supplier of digital advertising services to the gaming and entertainment industries. It provides a full range of goods and services to marketers and publishers. The company’s goal is to dominate the gaming advertising market with cutting-edge technology and elite alliances. The business, which employs over 120 people across seven regional hubs, is supported by UK private equity firm Livingbridge.
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Meta’s Horizon Worlds Expand to Mobile & Web Via Closed Beta Test
Despite previous reports claiming that less than 1,000 DAUs are using Meta’s $36 billion virtual metaverse platform, the company has released a closed beta test of Horizon Worlds for cellphones. The tech behemoth continues to work on bringing Horizon Worlds to mobile and the web. Similar to Rec Room, it allows users to design their own VR social games and experiences by placing and rearranging shapes using controllers. In order to create fluid functionality, it also offers a visual coding system.
Joining a queue for the closed beta test will give people another entry point into Meta’s virtual reality social setting. Meta anticipates that soon users will interact with their avatars in a variety of brand-new ways for a growing number of activities. It will welcome them into the larger metaverse experience and promote more VR adoption. The firm explained on the registration site that “more worlds are coming soon,” adding that “we are slowly rolling out worlds to mobile and web users as we ensure a great experience on mobile and web.” The firm’s virtual reality world, named Super Rumble, will soon be available on both mobile and web, it added.
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Horizon Worlds on Mobile and Web
More people will be able to interact in Meta’s cutting-edge digital world thanks to the release of Horizon Worlds on mobile. It is anticipated that it will serve as the starting point for advanced social interaction. It will work like smartphone gaming apps, allowing users to move their avatar around the screen and communicate with other VR players. Although the lack of legs in the VR avatars continues to cause players to despair, Meta is still ironing out some of the presentational quirks.
Horizon Worlds will be accessible on Android devices via the current Meta Quest app. However iPhone users can only utilize the web-based version. This is probably because of Apple’s policy prohibiting apps from serving as games.
A look at Meta Horizon Worlds Mobile (running on Pixel 6a) pic.twitter.com/c4eJHJJG7o
— Luna (@Lunayian) August 25, 2023
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Super Rumble – the only accessible game
Super Rumble is the debut arena-style shooter game to be made available on mobile devices by Meta’s first-party company Ouro Interactive. Additionally, it is the only Horizon World currently using TypeScript, 3D asset imports, and the platform’s anticipated next generation creator tools.
Meta on bringing games to mobile and the web
Mobile and online development for Meta’s virtual reality game platform is still in its infancy. They are also aiming to make more worlds accessible. As they keep testing the experience, Meta clarifies that not all content will be accessible to everyone. Meta will have a better chance of growing Horizon Worlds’ user base by bringing problematic apps to mobile and online devices. Additionally, it will have a chance to achieve its long-term objectives of increased metaverse development and broad VR acceptance.
Meta wants to tap into how the next cohort of consumers are used to conducting their regular social contacts through mobile connections in a game-like environment. Nowadays, kids don’t ride bicycles to a nearby park to meet up like they used to. Instead, they now connect with their buddies mostly online in game environments like Fortnite, Roblox, and Minecraft. According to Meta, the next gen will be eager to broaden such interactions into a wider range of activities. Consumers may eventually transition to bigger settings and immersive VR experiences thanks to the Horizon Worlds mobile experience.
Advancing to the next phase
Recent media attention has focused on Meta’s planned release of their Quest 3 VR headset. It is scheduled to go on sale this fall. Meta is attempting to attract curious mobile users and VR players. It is releasing the new generation headset concurrently with the Horizon smartphone application. It is a vital step towards promoting the metaverse. The metaverse may still be on the horizon even though it hasn’t yet attracted the attention of key adopters. Another bridge leading to the next level is this one.
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Red Havas ME Launches Influencer Marketing Initiative “SWAY”
Red Havas Middle East, the Havas Group’s public relations branch in the Middle East, has announced the beginning of SWAY, a global influencer marketing program. The information was released on all of the PR firm’s social media channels. The influencer marketing effort, which had just been introduced in the area, became global on July 17, 2023. SWAY by Red Havas is a complete solution to an influencer marketing platform. It intends to assist companies in generating effective, entertaining, and realistic brand discussions via influencers.
SWAY for Influencer Marketing
SWAY by Red Havas combines PR, social media, and experiential marketing teams to create social media-first marketing campaigns with influencers that have a real impact on the bottom line. Influencer marketing is becoming more recognized as a performance channel. This led to the creation of an international practice. Through yearly market-leading insights and patterns, in-house specialist-led creative workshops, and panels with partner talent agents, the SWAY specialists will also push the influencer agenda at an industry level. Additionally, it includes premier centers in the Middle East, Australia, Asia, Europe, and North America.
Through a five-step recommended framework from recognition through measurement, the project provides an end-to-end solution for influencer marketing.
- A roadmap for a strategic cadence with a focus on genuine, long-lasting connections.
- Defined channel roles across all social media outlets.
- Provide guidance and brand reputation management for novel and developing technology trends.
- Close interactions with industry partners, and access to the best data and social media technologies.
- Tailored proxy metrics for thorough campaign assessment and reporting.
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Here’s what they said
James Wright, global CEO of the Red Havas Group, and global chairman of the Havas PR Global Collective said in the announcement,
More brands than ever before are adapting their broader strategy and communications to include significant influencer activity. Some even put influencer marketing front and center, recognizing it as a full-funnel marketing channel. It’s no longer just a paid transaction. Brands are building long-term relationships with influencers who advocate their messages and experiences.
He continued by saying that the Red Havas Group has worked in this area for years. The next logical step would be to explicitly focus on this as a worldwide practice as they are now working with more than 100 businesses and organizations on their influencer activities.
Dana Tahir, Managing Director, Red Havas Middle East added,
SWAY empowers us to leverage the technical prowess of the Red Havas network, combined with deep local understanding, to guarantee unparalleled influencer campaigns to our clients, both at a regional and worldwide scale. The role of influencers, particularly in the Middle East, holds paramount significance as they hold the ability to bridge connections and foster authentic engagement, establishing a profound impact on the audiences they reach.
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Basis Tech-FreeWheel Partner for Direct Access to Premium CTV Inventory
Basis Technologies, a supplier of global programmatic advertising and media automation solutions, has announced an interface with FreeWheel. Through the partnership, advertisers will have direct access to the best-connected TV (CTV) ad inventory. FreeWheel and Basis Technologies have been partners for a long time. According to this association, Basis platform customers will have access to programmatic assured buying capabilities on video inventory across publishers in the ad ecosystem. This is thanks to FreeWheel, an international technology network for TV ad businesses.
The interconnected apps that make up the Basis platform automate manual tasks, standardize company procedures, and enhance marketing and advertising effectiveness. Ad purchasing options include programmatic, vendor-direct, search, and social. Addressable TV advertising is powered by its BasisTV+ system with 1,000 targeting parameters and 80 trackable indicators.
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Important Elements of Integration
This novel partnership and its attendant capabilities stand out for providing advertisers with guaranteed, upfront-style premium CTV ad inventory obligations. They will be on an even playing field with rivals with bigger ad spend budgets. Furthermore, Basis and FreeWheel are extending CTV advertising’s supply, progress, and capability to a wider range of advertisers. For this, they are streamlining and facilitating access to this kind of ad inventory by making it more direct.
With this agreement, Basis will hold a distinct place among programmatic ad tech companies. The majority of ad space for high-quality CTV programming is now only accessible through direct channels. Deals that have been agreed upon with publishers and processed through IOs, or those that have been brought about via programmatic guaranteed or private marketplace buying, are included. Basis and FreeWheel hope to increase the number of brands that can use CTV advertising by providing additional integrated possibilities.
The CTV Landscape
Streaming services are becoming more and more popular among TV viewers, which has increased the demand for connected TV advertising. In June, CTV advertising made an unprecedented $1 billion in spending. In addition, more programmatic businesses are considering collaborations with CTV-focused businesses as a safeguard against the changing market. Additionally, CTV is anticipated to increase by over 13 percent globally to 25.9 billion in 2023, according to projections made by GroupM. With internet-connected televisions and streaming devices, brand advertisers have the chance to interact with highly engaged and targeted audiences. CTV, as opposed to regular TV, enables more exact behavioral and demographic targeting. This implies that marketers can target users who are engaged with material with tailored messages. Furthermore, it offers advertisers a simpler method for more accurate campaign performance measurement, allowing them to optimize their plans for maximum impact.
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Here’s what they said
Jon Mansell, U.S. Head of Marketplace Demand, FreeWheel stated,
When people think of ‘programmatic guaranteed,’ the first association or use case that may come to mind is the upfronts, but nowadays, the potential and opportunity for this medium have expanded beyond that. We’re excited to team up with Basis to democratize, simplify, and open up access to this inventory, as well as drive creative and innovative uses for it, among today’s buyers.
According to Tyler Kelly, President of Basis Technologies, Basis has overcome this difficulty by providing an omnichannel DSP that allows marketers to utilize premium advanced TV inventory in addition to media automation tools that facilitate direct dealmaking with publishers. He said,
There is high demand among marketers trying to reach audiences on CTV today and as such, we’ve teamed up with FreeWheel to remove some of the barriers to growth and to further democratize this channel. FreeWheel is the right partner for this given its track record and commitment to simplifying and creating more direct supply paths to different pools of ad inventory. Our programmatic advertising and media automation platform has been delivering to FreeWheel a critical mass of regional and local advertising demand sourced from our agency and brand customers.
About Basis Technologies
Basis Technologies offers software and services for media automation and programmatic advertising to businesses all around the world. By integrating automated workflows, cross-channel campaign planning, programmatic and direct media buying, universal reporting, and business intelligence, the Basis platform enhances omnichannel marketing performance. It offers a thorough range of purchasing options across all platforms and gadgets, utilizing all significant creative sorts and formats. With a single system of record, seamless team collaboration, and actionable data-driven insights, Basis, whether delivered by a world-class media services team or via a SaaS model, reduces the complexity of digital media and boosts profitability. Basis Technologies, with offices in Chicago and offices serving North America, South America, and Europe, has won multiple awards for its dedication to its workforce and workplace culture.
About FreeWheel
FreeWheel strengthens all facets of The New TV Ecosystem. They are set up to offer the entire range of solutions the advertising sector requires to accomplish its objectives. In order to achieve the ultimate goal – results for marketers – they provide the technology, data enablement, and convergent marketplaces necessary to assure buyers and sellers are able to interact across all screens, data kinds, and sales channels. FreeWheel, a Comcast Company, has offices in New York, San Francisco, Chicago, London, Paris, Beijing, and other cities around the world. Through the FreeWheel Council for Premium Video, it advocates for the entire industry.
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Omnicom and Criteo Unveil First-Of-Its-Kind Retail Insights Alliance
The multinational marketing and corporate communications firm Omnicom and the commerce media business Criteo have announced an expansion of their current collaboration. Moreover, both companies are extending their previously announced relationship in commerce data to include insights from Criteo’s extensive retailer network and digital shelf data. Omnicom will be the initial holding company to collaborate with Criteo. The project has been referred to as a first-mover cooperation. The alliance comes after the two businesses announced a data-sharing agreement during the Cannes Lions Festival in June. InfoSum, a data clean room processor would incorporate the data into Omnicom’s in-house, custom Omni platform.
Criteo’s investment in Commerce Insights
Criteo’s decision to invest in Commerce Insights comes from its strategic acquisition of Gradient, an intelligent insights platform. Criteo is recognized as a pioneer in applied machine learning. The National Retail Federation has predicted $41.5 billion in the US for the back-to-school this year. With the start of the holiday shopping season, consumers are looking for the best deals and advertisers are trying to capture their attention. With Commerce Insights, advertisers get visibility into sales rank, attribute sales, and other metrics to allow for data-driven decision-making. These decisions will be the basis for the entirety of the commerce media lifecycle. It will include media planning to campaign execution and optimization.
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Omnicom’s commitment to leveraging commerce insights
Both Omnicom and Criteo ran a trial earlier this year. The Omnicom team implemented the use of the Criteo digital shelf data. They observed a 22 percent rise in the total return on advertising spending (ROAS) goals. With the acquisition of Outpromo and Global Shopper, Omnicom has increased the scope of its connected commerce business. Furthermore, both businesses are the top linked commerce and ritual media firms in Brazil. The holding firm introduced Omni Commerce, the first linked commerce arrangement solution in the market, in June.
Here’s what they said
Frank Kochenash, Global CEO of Omnicom’s connected commerce and e-retail consultancy Transact stated in the announcement,
This collaboration is another example of how Omnicom is co-creating with other marketplace leaders to develop unique utility and competitive advantages for our clients in this rapidly evolving space. Operationalizing Criteo’s suite of insights and tools within our Omni marketing orchestration system, our teams will be able to better optimize our clients’ investments across retailers, improve their brands’ standing in their categories, and help them exceed ROAS goals.
Brian Gleason, Chief Revenue Officer at Criteo said,
With this partnership, our insights technology will empower Omnicom’s clients to better understand the impact of their advertising by gaining unprecedented visibility into their share of shelf, their share of the category, and more product-level insights than ever before. As we head into the busy back-to-school and holiday season, advertisers are looking to prove the value of their investments and media budget, and Criteo is giving them the tools needed to succeed in the ever-complex retail media ecosystem.
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GroupM Bolsters Media Decarbonization with SeenThis Partnership
SeenThis, a streaming technology provider, and WPP’s media investment division, GroupM, have formed a global alliance. The project will make it possible for the biggest media buyer in the world to cut back on and steer clear of pointless carbon emissions from online advertising. Through the ground-breaking partnership, GroupM and its agencies will be able to control and propel media decarbonization by delivering creative work by utilizing SeenThis’ knowledge and patented technology. Additionally, it will enhance display advertising campaigns’ effectiveness. Both businesses will be able to harmonize their approaches thanks to the relationship. SeenThis methodology will be incorporated into GroupM’s carbon calculator. Planners and purchasers will also be able to track a campaign-by-campaign basis. As a result, GroupM’s agencies will have greater power to improve and provide more comprehensive supply chain decisions for sharing data through digital channels.
Why the efforts for Media Decarbonisation?
The long-standing problem of climate change has recently gained attention. Businesses are making efforts to lessen their ecological impact and support a greener environment. In November 2022, GroupM made its initial announcement about a global structure to promote media decarbonization. The goal was to hasten the decarbonization of the media supply chain globally. In five significant economies, programmatic advertising was found to produce more than 215,000 metric tons of carbon emissions each month. The figures roughly equate to 24 million gallons of fuel. In terms of monthly program emissions overall,
- Australia – 9.3 m.t
- France – 22.7 m.t
- Great Britain – 30.8 m.t
- Germany – 52.5 m.t
- US – 100 m.t
Programmatic emissions from the UK additionally produce emissions equivalent to driving a car 36 miles per gallon more than 26 times around the globe. The internet also represents at least 2% of global greenhouse gas emissions. The percentage is on par with the aviation industry and contributes to the media industry’s overall emissions.
The collaboration strengthens a number of ongoing initiatives within the media sector to link increased ad performance and efficacy with sustainability initiatives. Fanning went on to say that the most recent collaboration with SeenThis was a crucial milestone in the organization’s mission to decarbonize the media supply chain.
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SeenThis – GroupM’s strides in green advertising.
For some time, SeenThis has been researching the connection between data corruption and CO2 emissions. This has resulted in the publication of a white paper authored in association with top scientists and an emissions overview. The essay is a thorough investigation into how the internet and media play a significant role in rendering carbon footprints. Advertisers can analyze data transfer and associated emissions from creative delivery initiatives using the report. To quantify data transmission and develop a deeper understanding of campaign emissions, GroupM’s agencies will primarily use the SeenThis emissions dashboard. Ultimately, the data will be directly incorporated into GroupM’s services for the execution of display campaigns. The capacity of SeenThis’ technology to function with all significant ad servers, publishers’ networks, and outside sources allows both client and agency to achieve more with a standard media budget.
Above: SeenThis Emissions Dashboard. Image credit- InPublishing UK
Here’s what they said
Ed Fanning, GroupM Global Head of Partnerships, Advertising, and Retail Technology commented
As the world’s leading media investment company, the team at GroupM is on a mission to develop tools and technologies that ensure that carbon emissions are considered a part of the media planning process. This partnership builds on the global framework for media decarbonization we announced in 2022 and is an important step in our commitment to decarbonize our media supply chain.
Jesper Benon, CEO at SeenThis, added
We are excited to extend the benefits of the SeenThis solution to new and existing GroupM clients, as our proprietary streaming addresses the trade-off that otherwise exists between performance and sustainability in the digital ecosystem. GroupM agencies are able to increase performance while minimizing carbon emissions, and at the same time helping drive attention and unlock creative capabilities. We deliver lightning-fast ad-loading that attains higher attention from users, which translates into fewer wasted impressions and a more efficient use of resources.
About SeenThis
SeenThis, a Swedish technology firm, has been improving display experiences for everyone since 2017. It is revolutionizing how digital material is distributed and how it affects the environment in comparison to more established forms of technology. It uses its ground-breaking adaptive streaming technology to do so. The company is on a mission to alter the internet—for good—with billions of streams provided for 1000+ brands in 40+ countries. SeenThis’s seven offices throughout the world have a common goal to build an Internet that is both incredibly fast and energy-efficient.
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Infillion Acquires MediaMath After $22M Bid Bankruptcy Deal
The ad tech company Infillion was identified as the top contender to acquire the recently insolvent DSP MediaMath during bankruptcy proceedings on August 23. Given that the company was originally valued at $1 billion, the company’s winning bid of $22 million was a great deal. According to Digiday, MediaMath CEO Joe Zawadski’s investment fund company, AperiumVentures, provided advice on the acquisition. Additionally, he sparked the idea that the ad tech expert would try to get back in touch with the business he created more than 15 years ago. According to court records, Genius Sports, a London-based provider of sports data and video streaming, placed the second-highest bid for MediaMath assets for $20.55 million.
On June 30, MediaMath submitted a Chapter 11 petition. The DSP service provider has a new home thanks to Infillion’s acquisition. The Delaware bankruptcy court accepted Infillion’s cash offer for MediaMath’s DSP and DMP holdings on August 23. One of the ad tech stories this year has also been concluded by a bankruptcy filing. Dozens of businesses have lost money as a result of one of the most well-known names in ad tech’s Chapter 11 procedures. Some others even speculate about what it indicates for the most vibrant industry in digital media.
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MediaMath’s Downfall
MediaMath has 16 years of experience in the ad tech sector. However, it has recently had trouble keeping up with rivals like Google, Amazon, and The Trade Desk. It was unable to collect the required cash despite seeking more money a while ago this year and almost concluding a $70 million deal with a possible acquirer. The upshot was that the business filed for bankruptcy, which unfortunately resulted in the loss of nearly 300 employees.
MediaMath was one of the early pioneers in ad tech. It is usually regarded as the very first DSP in the sector. Thus, MediaMath’s surprising Chapter 11 filing roughly two months ago is what prompted the sale. This dramatic tale comes to a close with Infillion’s acquisition as the company’s former customers left. For the latter, the Infillion-MediaMath merger represents a remarkable fall from grace. Infillion will provide a modest 2% of MediaMath’s peak value.
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Infillion’s Acquisition of MediaMath
It makes sense for Infillion to include MediaMath in its ad tech portfolio. The location data business Gimbal and the video ad tech platform TrueX gave birth to the video advertising platform. It focuses on the interactive advertising units that Gimbal purchased from Disney. A year ago, Gimbal and TrueX changed their names to become Infillion.
The 15-year-old demand-side platform that MediaMath brings to the story will enable Infillion’s programmatic ad tech stack to take shape. However, the business revealed in its bankruptcy filings that it owed over $125 million in trade obligations to a number of corporations. They include Google, Microsoft’s Xandr, and ad tech firms including PubMatic and Magnite. What will transpire to these outstanding invoices is still up for discussion as Infillion might be interested in rekindling those ties. Infillion is yet to confirm the accountability for MediaMath’s outstanding debt.
Positive outlook
Infillion’s founder and executive chairman, Rob Emrich, stated that the company anticipates MediaMath would be in a good spot to expand under new management. In the course of the auction on Wednesday, Emrich expressed his opinion that over the following five years, the MediaMath tech stack will produce $1 billion in inventory traffic, data fees, and hosting contracts.
Our current financial model calls for an additional $30 million There will be operating losses in the next three years as we bring this business back. Plus an additional $40 million In working capital.
In any case, Infillion seems certain that it can resurrect MediaMath’s advertising technology and start a new chapter. Whether the acquisition turns out to be profitable or a major oversight on Infillion’s part, only time will tell.
Read More: MediaMath Shutdown: Ad Industry in Turmoil, Seeking Alternatives
Quotient Enhances DOOH Targeting with Brand Safety Capability
Quotient, a primary provider of digital promotions and media technologies has launched Brand Safety, a novel functionality within Quotient’s Digital Out-Of-Home (DOOH) platform. It empowers advertisers to successfully make sure their inventory is close to attractions, establishments, or companies that support their brand and message. With its unprecedented credibility and openness, this feature gives brands unrivalled power. It offers clients the reassurance that their DOOH adverts are displayed in secure and brand-safe settings. This development is able to dramatically increase the campaign’s efficacy by ensuring the integrity of its real-world promotions.
Quotient’s Brand Safety Feature
Historically, brands were hesitant to use DOOH advertising because it was difficult to implement well-known digital guidelines for campaign delivery and measurement. With Brand Safety from Quotient, brand marketers can design and execute highly targeted, successful DOOH campaigns. It can be used both independently and in conjunction with multichannel ad buys. This priceless feature increases not only the level of goodwill among brands and their customers but also the campaign’s overall effectiveness.
Read More: Double Verify Extends LinkedIn Partnership To Launch Brand Safety Hub
What’s in it for brands and advertisers?
DOOH advertising includes digital commercials. They are seen on display in public places like grocery stores, clinics, gyms, and pubs. It has become a really powerful medium. According to Quotient, DOOH advertising is highly viewable, contextually significant, brand-safe, and close to the point of sale. As a result, it has evolved into an indispensable channel for advertisers looking to attract their target markets. Displaying brand content in excellent settings that work well against brand objectives is crucial. With this new feature, advertisers will have more control over the placement of their DOOH ads across all inventory types. Additionally, it guarantees the caliber and applicability of advertising and successfully amplifies the brand’s message for the specified target market.
DOOH Landscape
Thanks to social media, out-of-home (OOH) advertising is on the rise once again. With billboards making up more than a third of all ad spending, it is still largely a traditional media. Digital formats are thus gaining popularity, such as in-office video panels and electronic displays. Recent years have seen a significant expansion of the DOOH market, especially in terms of developments in programmatic activation and assessment. Insider Intelligence projects that US DOOH advertising will account for 36.2% of OOH ad sales this year and over 41% by 2026.
Here’s what they said
Norm Chait, RVP of DOOH at Quotient stated in the press release:
We are thrilled to announce the launch of Brand Safety, yet another testament to Quotient’s expertise and unwavering commitment to providing innovative tools to ad buyers across the customer journey. With this valuable addition to our technology platform, we can now confidently reach consumers in brand-safe environments, which can lead to more impactful results for our valued clients.
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