MMP World Wide (MMPWW) has announced its acquisition by LifeOnScreen in a 110 million Dhs deal that will see the programmatic pioneer integrated into state-of-the-art technology for screens and Digital Out-Of-Home (DOOH) solutions.
The deal will allow LifeOnScreen to advance further into the digital and tech space, consolidating the full MMPWW portfolio and aiding expansion into new markets. A key draw for the acquisition, MMPWW’s strong foothold across the EMEA and APAC will strengthen LifeOnScreen’s presence in these countries and broaden their current offering.
Alexandre Hawari, CEO of Akama Holding said
Today we announce the successful sale of our entire stake in MMPWW. The sale yielded a 22x return on Akama’s initial investment, resulting in a significant return for its investors.
It’s been an incredible journey to get to this stage and the time is right for a transition. The shared values and ambitions of both companies align perfectly and although it’s bittersweet to say goodbye, I know that I’m leaving the team in excellent hands. Congratulations to everyone – I wish them all the best with this new phase.
Echoing the sentiment, MMPWW CEO, Ayman Haydar commented
This is a very exciting and emotional time for the whole MMPWW family as we look forward to the next company chapter. As we say goodbye to the group I don’t see this as the end, but a new starting point for the business to build on its recent successes and create new and long-lasting relationships.
MMPWW has dominated the programmatic space since the company’s inception in 2016, continuously evolving its proposition to lead the ad tech agenda in the region and bring new technologies to the market.
Speaking about the acquisition process, Ayman disclosed:
The transition has been smooth and I know I speak for all of my team when I say we welcome the opportunity to advance to the next level with the full backing of LifeOnScreen.
We’re delighted that our new owner can see the value in what MMP has built and this acquisition is a testament to everyone’s hard work. Together we are ready to create a new future, continuing to provide impactful solutions for all our clients.
Saeed Alshamsi, Managing Partner at LifeOnScreen added
We are very happy to have added the region’s leading programmatic provider to our group. Their strong performance and innovation within the space fits perfectly with what we want to accomplish locally and serves as a firm foundation for international growth. We share the same vision and goals and together the sky’s the limit to what we can achieve.
Further announcements on the new company structure will be made in due course.
Taboola announced it is testing integrating generative AI into its ad platform, including ChatGPT by OpenAI. The new technology enables advertisers to enhance their advertising campaigns using AI-derived ads, titles, and content, and take them to the next level. Using natural language processing (NLP) and machine learning (ML), they can quickly generate various ad options and select the most suitable content based on their queries, ultimately improving the efficiency and success of their campaigns.
Taboola is using AI to generate high-performing ads by leveraging data from the billions of engagements its ads receive annually. This will result in maximum impact and reach for advertisers. The company is also exploring other uses of AI to improve its overall business efficiency.
“We are thrilled to be experimenting with ways we can integrate cutting-edge generative AI technology into our platform, including the highly advanced ChatGPT,” states Adam Singolda, founder and CEO of Taboola.
He adds, “We believe AI technologies will revolutionize the way advertisers create and optimize their ads to drive performance, providing them with additional tools they need to succeed in the fast-paced world of online advertising.”
Taboola’s AI-powered ad creation tool is in limited Beta testing, with plans to make it available to advertisers later this year.
Interesting Read: Tête-à-Tête With ChatGPT- The Power Of AI
Lemma, an independent Supply Side (SSP) Platform for DOOH & Phi advertising has partnered to make Phi’s digital billboards available for programmatic purchase on Lemma’s SSP platform. The new partnership will allow global advertisers to use Phi’s premium digital billboards through Lemma’s platform.
Phi and Lemma are teaming up to expand the reach of global advertisers by making Phi’s high-traffic roadside digital billboards available for programmatic purchase through Lemma’s platform. This will allow advertisers to access Phi’s inventory in premium locations in UAE and Lemma’s platform will connect with leading global DSPs for this purpose.
Lemma will assist Phi in increasing their digital billboards’ usage and revenue potential by providing programmatic features such as real-time ad synchronization with data like weather, traffic, footfall, etc. This will help Phi to achieve higher fill rates and better returns on their digital out-of-home inventory.
Phi is integrating 50% of its digital billboards into Lemma’s platform, with the goal of making its entire network available for programmatic purchasing. The billboards are strategically placed and designed to easily catch attention, allowing brands to connect with relevant audiences using insights, creativity, and innovation.
And that’s what they said
“For years, brands struggled to measure the effectiveness of out-of-home ads. But with Lemma programmatic DOOH solutions, we are confident to promise our clients a high precision targeting and clear-cut ROI for a broadcasted reach,”
said Bashar Dababneh, Head of Marcomms at Phi Advertising
Sabarish Pillai, Global Programmatic VP, Lemma said that they are excited to work with PHI advertising and that they look forward to collaborating with their team to bring about a new wave of change in the DOOH space.
“The demand for programmatic DOOH is on the rise, and to keep pace with this demand, we at Lemma are onboarding leading providers like Phi advertising to bring more prime and quality inventory to the mix.”
Continuum Media is Lemma’s local partner, driving demand for Programmatic DOOH in the MENA region.
“This is just another successful beginning to our expansion in the Middle East. We are pleased to have phi screens onboarded with us. It’s only a matter of time before this brings about a significant shift in outdoor advertising,”
said Mohammad Nayeem, sales director of EMEA, Continuum media.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising
Brightcove enters into a strategic partnership with Magnite, the world’s largest independent supply-side advertising platform. Magnite will power advertising for Brightcove customers’ growing fill, and delivery to increase customer revenue. Brightcove has supported standard integrations of SSP and ad servers. Brightcove, the company that offers streaming technology solutions, is going to integrate the SpringServe ad server as well. This integration will enable publishers to have more authority, understanding, and clarity on the available ad inventory to better monetize their content.
The streaming company reviewed a large amount of data from ad-supported play requests on its top Server Side Ad Insertion service. As a result, it identified a significant opportunity to support its customers in maximizing revenue from unsold advertising inventory.
By incorporating Magnite’s SSP functionality into its offering, Brightcove will be able to provide its customers with new revenue-generating opportunities. The integration with SpringServe ad server will give these customers increased visibility into available ad inventory and a powerful means to optimize the monetization of their video content.
And what they said
Marc DeBevoise, CEO of Brightcove said,
“The needs of our large, global customer base are constantly evolving, and we are committed to evolving our solutions for them, including supporting our customers’ efforts to monetize their video content. This integration with Magnite and SpringServe is a key step to enabling us to provide our customers with best-in-class solutions to meet their needs, allowing them to increase their ad fill rate and generate better CPMs.”
Sean Buckley, CRO of Magnite said that they are excited to collaborate with the Brightcove team to provide seamless monetization opportunities to its high-quality video streaming customers.
“With our new integration, Brightcove customers will gain access to video-centric advertising tools and real-time reporting across their traditional direct and programmatic sales channels. We’re also working with Brightcove on unique ways to enrich the value of customers’ video inventory by packaging information such as content metadata in a way that’s easy for ad buyers to leverage.”
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Dentsu Programmatic has launched its strategic programmatic supply solution ‘Dentsu Curate’ in India. Dentsu Curate offers advertisers the first-of-its-kind opportunity to target quality, fraud-free, brand-safe, and viewable inventory, It allows them to improve performance and increase operational efficiency.
It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners. Dentsu Curate was first introduced in APAC. It is built on Dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships.
For the uninitiated, programmatic advertising helps advertisers target specific audiences and improve the efficiency of their advertising campaigns. For instance, advertisers can buy more than one DSP (Demand Side Platform) that is connected to several SSPs (Supply Side Platforms). As a result, they will have access to all the channels and publishers in the region. However, it can be challenging to reach addressable audiences without increasing costs. With Dentsu Curate, Indian advertisers will have access to addressable markets across Display, Mobile, CTV, DOOH, and native.
And that’s what they said
Speaking on the launch, Divya Karani, South Asia Chief Executive Officer, Media, dentsu said,
“Dentsu Curate offers our clients’ assurance and trust in maximizing fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfill these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”
Salil Shanker, Chief Operating Officer, Dentsu Programmatic added,
“At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.”
Saagar Sethi, President Amplifi India said,
“It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”
Adscholars is delighted to announce a strategic partnership with the leading in-game advertising platform Bidstack in India. The partnership offers programmatic in-gaming solutions and enables one-of-a-kind technology in the Indian market. After establishing itself in the UAE market, Adscholars is now expanding its expertise to the Indian market.
Bidstack’s sophisticated technology allows partners to integrate advertisements into the gaming environment seamlessly. Through native in-game, in-menu, and rewarded video placements, the company enables advertisers to engage gamers without disrupting their playing experience, while providing dynamic, targeted, and automated native in-game advertising solutions to the global video games industry.
The partnership will enable Bidstack to scale immersive solutions in India with the help of Adscholars’ programmatic expertise, which will enable them to reach consumers on the platforms they spend the most time on and offer unique brand activation options and experiences.
A significant amount of in-game advertising is gaining traction with advertisers and becoming a part of their media plans. There is an overwhelming preference among gamers across all age groups for playing video games over watching TV shows and movies. India is rapidly expanding the gaming market. The industry reports predicted that by 2026, this market will be worth seven billion dollars at a CAGR of nearly 30 percent. The future holds more business opportunities for global in-game advertising and can spur a revolution given these advantages.
“We’re delighted to be partnering with Bidstack for the India market. The in-game advertising market growth has been phenomenal, and many prominent gaming apps have adapted to this format,” said Srikanth Rayaprolu, CEO of Adscholars. “The advertisements are non-interruptive, allowing players to have a more seamless experience. Advertisers can find excellent branding opportunities and a high view time on the apps. Bidstack globally works with the world’s biggest brands to deliver immersive in-game advertising campaigns. We’re excited to launch innovative and advanced solutions in the Indian Market.”
On the partnership, Lewis Sherlock, EVP, Bidstack Technologies and Partnerships further said,
“We’re delighted to be working with Adscholars across the Indian region to deliver authentic brand experiences that fit in seamlessly with the gameplay. India is an important strategic market for Bidstack, and this innovative new partnership will help extend our sales effort into previously untouched markets. Adscholars will become our first buy-side enterprise sales partner in the region, and we are looking forward to working closely with them to unlock gaming as an engaging and effective new ad channel for their partners.”
Apple announced a deal with Major League Soccer(MLS) in June to stream all games exclusively via the Apple TV application. While more details are awaited, a new report from Bloomberg indicates that Apple is “building an advertising network for live television” as part of the MLS deal. The iPhone maker is holding discussions with advertising partners and MLS sponsors in advance of the launch next February about airing advertisements during soccer games and related shows.
The tech giant recently struck a 10-year deal worth about $2.5B to air MLS games in a new subscription service, as well as Apple TV+ streaming platform. The company will also stream a portion of games for free to users of the Apple TV app. Bloomberg reports that Apple is planning to run advertising in all three partnership tiers: the dedicated package paid TV+ subscriptions and the free TV app. The move represents an expansion of the company’s early live TV advertising, which is included in Major League Baseball games that already air on TV+.
The Athletic reported last month that Apple made a noteworthy move by making their Apple TV app the only place for fans to watch all Major League Soccer games without restrictions or regional blackouts. Moreover, Apple is also one of the frontrunners for NFL Sunday Ticket rights. If Apple ultimately wins the rights, advertising will play an important role in this package.
Apple has increased its aggressive advertising strategy, putting search advertisements in its maps service, for instance, as early as next year.
Apple, Advertising and Adtech
Apple’s advertising privacy restrictions have shaken the digital advertising sector, including those in iOS 14. But in the interim, Apple’s ad business has expanded significantly. Bloomberg estimates Apple generates roughly $4B in advertising annually, with a goal of increasing that number to double-digit billions.
Apple is actively expanding its advertising presence through new ad placements and technical DSP manager positions. It makes sense, doesn’t it? It is estimated that digital advertising is worth over a hundred billion dollars, with Google dominating this industry for many years. Meanwhile, the purpose of a DSP is to allow third parties to buy advertising and targeting data programmatically. And It’s no secret that data is Apple’s most valuable asset.
Apple’s automatic opt-out of invasive targeting, attribution, and advertising is one of the key reasons why consumers prefer it. The question is whether Apple’s built-in trust will be undermined after hitting native apps in iOS with ads.
With the company’s move to software and ad tech, it will undoubtedly face challenges. Even though Google did not innovate much in terms of technology or placements, it has decades of experience in digital marketing and even delayed the deprecation of cookies. It has a major pie of the market share too.
In light of all this, what does Apple’s advertising future look like? Legal and regulatory work still needs to be accomplished, as well as establishing a robust technology platform. In the shifting landscape of Apple’s business model from hardware to software and advertising, competitors need to step up their game. It’s going to be a healthy competition.
Interesting Read: AdTech Vs MarTech: Let’s Settle This Once For All!
Amazon unveiled a slew of new video advertising capabilities at its Unboxed event. A bright spot for the retailer in the midst of economic uncertainty is its highly profitable advertising revenue. Alan Moss, VP of Global Advertising Sales at Amazon Ads in a statement,
“We have to provide our advertisers the flexibility, efficiency and scale to be nimble and responsive as their needs change.”
These include features like campaign presets, campaign recommendations, and video creation tools. Tanner Elton, vice president of U.S. sales for Amazon Ads said in a statement, “We want to bring the power of video advertising to more brands, no matter their size or level of resources.” Here is a quick overview of 7 new features and programs follows:
1. Rewarded Sponsored Display
Brands can add an Amazon shopping credit directly into the Sponsored Display creative. Customers receive the reward by clicking on the ad and purchasing the featured product. This is an expansion of the rewarded ads already available across various placements, including Twitch and Fire TV.
Business owners that sell products and services in verticals that Amazon doesn’t carry, such as restaurants and hotels, can now use Amazon’s Sponsored Display ad product to market to Twitch viewers. The interesting part to note is it is available only to Sponsored Display Ads and not Sponsored Product Ads. The feature will soon roll out to U.S. advertisers in closed beta.
2. Sponsored Display for non-native brands
Amazon Ads is introducing Sponsored Displays for brands that do not sell in Amazon’s stores. This is currently offered to US advertisers in closed beta on Twitch. Previously, sponsored ads had only been available for brands that sell products on Amazon. Now, businesses that sell products and services in verticals not available on Amazon, like restaurants and hotels, can use Sponsored Displays to reach the highly engaged Twitch audience.
This is currently offered to U.S. advertisers in closed beta on Twitch. There needs to be more information regarding when or if this will apply to Amazon.com on-site placements and other owned media properties. If it does then this could be an excellent opportunity for non-native brands. Amazon’s increasing focus on revenue generation beyond its own ecosystem could pave the way for bigger opportunities in the future. Existing advertisers will face competition, which will lead to an increase in Amazon’s auction-based bidding costs.
3. Sponsored Display video creative
Sponsored Display video creative available worldwide empowers advertisers of all sizes, particularly small and emerging brands, to easily create video campaigns that showcase their products and stories to millions of customers on Amazon and elsewhere online. Advertisers can deliver immersive video ads—such as tutorials, demos, unboxing, and testimonials—and measure campaign performance with new video metrics.
4. Digital Signage Ads in Amazon DSP
Amazon Ads is enabling a new inventory opportunity for brands to create campaigns on Amazon DSP to run in physical store digital signage, allowing customers to view or engage with a brand in a physical environment, at the time of purchase. It will be available in November to eligible US advertisers via managed service, making it easier for brands to advertise within Amazon Fresh stores. With Digital Signage Ads in Amazon DSP, brands can now purchase ads programmatically, giving them more flexibility and control over where their ads are featured.
Campaigns can be scheduled based on store location, by daypart, or by location of the digital signage within the store. This creates more opportunities for brand discovery and will enhance the customer shopping experience by creating a wider variety of in-store ads. Amazon should roll this feature to other big stores like Whole Food stores and more placements in the DSP.
5. Sponsored Products campaigns with presets
Advertisers can now launch new Sponsored Products campaigns with preset campaign settings such as daily budget, bidding strategy, targeting strategy, and associated bids. With this feature, advertisers will see recommendations on how to set up performant, ready-to-launch campaigns—saving time and helping drive results from the onset. Amazon Ads found that campaigns launched with preset observed a 77% increase in clicks, and a 29% increase in conversions compared to campaigns that did not utilize presets.
This feature helps advertisers identify potential candidates for advertising and provides all the campaign settings tailored to the product being advertised. This is suitable for the launch of new campaigns that require high bids to attract traction. However, one has to trial and test to know the results.
6. Performance recommendations
Performance recommendations are in-console, actionable best practices for Sponsored Products campaigns. As advertisers browse the advertising console, performance recommendations work in the background, constantly looking for recommendations that can be adopted with one click such as new keywords and updated bids. This gives advertisers in-the-moment feedback to improve campaign performance based on rigorously tested and validated best practices.
7. Amazon Marketing Cloud (AMC)
In ad-tech, Amazon highlighted its Amazon Marketing Cloud, a data clean room solution, at UnBoxed. Increasingly, marketers are looking for clean rooms as third-party cookies are deprecated. The company is focused on improving signal coverage and ease of use. AMC now offers Sponsored Display and digital subscription events, pre-built instructional queries, and the ability to manage DSP audiences. Keerat Sharma, director, Amazon Marketing Cloud, and Ad Tech Solutions said,
“We are constantly thinking about how we can better help marketers, particularly as they grapple with accurately measuring campaigns and adapting to the changes happening in digital advertising. Offering more actionable insights and increasing interoperability across our ad tech suite are examples of how we’re building to help brands operate more efficiently and make more informed business decisions.”
Furthermore, Amazon touts its Amazon Marketing Cloud (AMC) clean room service, which supports more flexible analytics and enables marketers to build their own ad tech solutions. Over the past year, AMC’s active customer base has quadrupled.
The tech giant also expanded CTV Integrations and Metrics. CTV advertisers on Amazon will now be able to see how valuable their audience is with the company’s new “incremental household reach” feature. Brands will be able to measure the unique, incremental audiences that were reached by Amazon streaming TV ad campaigns, in addition to those reached by linear TV ads.
Additionally, brand selling on Amazon can feature a variety of interactive video ads that feature CTA options such as “Add to cart,” or “Shop now.”. Off-Amazon brands can include an opt-in CTA “Send me more” and provide follow-up information.
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
DoubleVerify, a leading software platform for digital media measurement, data, and analytics, announced the launch of the new DV Attention Lab. It will help advertisers optimize campaign performance using in-depth “attention data” on ad engagement and ad exposure.
One of its kind DV Attention Lab
The newly-formed DV Attention Lab will focus on providing advertisers with sophisticated, attention-based insights and recommendations on campaign performance powered by DV Authentic Attention covering industry benchmark reports, best practice guides, and illustrative case studies.
What is DV Authentic Attention?
DV recently released the DV Authentic Attention Snapshot, a comprehensive and holistic overview of high-level attention measurement for all DV advertisers. This feature helps DV clients achieve greater campaign performance against the current macroeconomic backdrop.
Parameters for measurement: DV Authentic Attention is a performance solution that analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad and device – in real-time.
As for exposure, it evaluates the entire presentation of the ad, taking into consideration the viewable time, the share of the screen, video presentation, audibility, and more. As part of user engagement, it analyzes key events that occur while the ad creative is displayed, including user touches, screen orientations, video playbacks, and audio controls. Mark Zagorski, CEO of DoubleVerify explained in a statement,
“As advertisers grapple with economic uncertainty, the need to understand and maximize advertising performance is more important than ever. “
“Traditional KPIs such as viewability and clicks are not effective at identifying whether an ad is making an impact on the end viewer, and disruption from regulatory shifts to cookie deprecation is hindering how brands can use existing tools. With that in mind, we are confident that privacy-friendly attention metrics will become the industry’s new performance currency. We are excited to launch the DV Attention Lab™ to help advertisers navigate today’s digital landscape.”
And what they say
Mondelez International, one of the world’s largest snack companies, used DV Authentic Attention to evaluate and optimize the performance of a cross-platform display campaign for a popular snack brand. DV’s campaign was able to demonstrate that “high-exposure” impressions contributed to a 9 percentage point increase in brand favorability, an 8-point lift in consideration overall, and a 5-point increase in purchase intent. In the DV Attention Lab, the findings will be presented to the industry to illustrate how global brands and agencies can effectively utilize DV Authentic Attention to maximize media results.
Jennifer Brain-Mennes, Director of Global Media Strategy & Planning, Americas CX Lead of Mondelez said,
“We are excited to see them launch the Attention Lab and support the industry as attention-based measurement and targeting becomes even more critical. Now more than ever, advertisers need actionable insights to drive campaign optimization and deliver outcomes.”
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Google introduced new audience solutions with first-party data and machine learning in Display and Video 360. The two new updates are Optimized Targeting and Exchange Provided Identifier, also known as EPID.
What is it about
a. Optimized Targeting
Optimized targeting helps advertisers expand reach across relevant audiences and increase return on investment (ROI) with the touch of just a button. Campaign settings, such as manually-selected audiences including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to expand reach across other relevant groups without relying on third-party cookies.
It identifies and targets the most likely audience to drive impressions, clicks, and conversions depending on the advertiser’s strategy.
What are the performance results: This ultimately leads to better performance and increased conversions. The early test results found that advertisers who use optimized targeting in Display & Video 360 can see,
Availability: In Display & Video 360, optimized targeting is currently available for YouTube Video Action campaigns. In the coming months, it will expand beyond YouTube to all display and video campaigns. Once launched, new eligible display and video campaigns will be opted into optimized targeting with the ability to opt out.
b. Exchange-Provided Identifier (EPID’s)
Exchange Provided Identifier, also known as EPID, provides Display & Video 360 with new signals which will be used to automatically future-proof frequency management tools. In the future, EPIDs will be powering a variety of other marketing use cases in Display & Video 360 with no action required by advertisers.
Expansion of PPID technology: EPID expands the PPID technology. Publisher Provided Identifiers, also known as PPIDs, became available for publishers to use programmatically last year. PPID allows publishers to send Google Ad Manager the first-party identifier for marketing use cases.
EPID makes it available to more exchanges, publishers, or vendors looking to share their first-party identifiers with Display & Video 360’s backend to improve the quality of programmatic ads served on their respective properties. An EPID from a particular exchange or publisher cannot be used outside of an exchange’s inventory. In this way, people are protected from being tracked across the web.
Testing and availability: Google has improved the feature based on the feedback from the tests with several exchanges and partners. In the coming months, EPID will be used to inform Display & Video 360 users frequency management solutions. Brands will be able to avoid ad repetition and maximize reach efficiency even in the absence of third-party cookies. Brands and agencies will automatically benefit from EPID when setting frequency goals.
In the blog, the company also stated, EPID will be used as a signal for building Google audience segments in Display & Video 360. This will give advertisers a chance to deliver more personalized ads on publishers’ sites for which EPIDs are received. Down the line, EPID will also help brands unlock other core advertising functionalities, like cross-device reach on a domain by domain basis, and invalid traffic prevention in a privacy-safe way.
How will this help the marketers?
The new solutions created in Display & Video 360 solutions will allow marketers to successfully reach and influence their most relevant audiences while ensuring consumers feel safe online.
As digital advertising changes, it’s essential for advertisers to stay ahead of the curve while meeting people’s expectations. Consumers want two things -Ad relevance and privacy. Using these programmatic options, publishers can serve successful programmatic ads despite having a cookie-free future.
Wait there’s more- The Journey From Deterministic To Probabilistic Marketing