Starting January 1, 2022, MMP WorldWide (MMPWW) has announced an exclusive partnership with DynAdmic, a precision reach platform, to create better efficiency and uniformity in video campaigns throughout the Middle East and North Africa (MENA), and North American markets; and drive “the ad tech industry towards excellence.”
DynAdmic selects digital video ad inventory from the world’s most popular websites based on smart targeting, brand safety, and fraud protection, as well as campaign success analytics.
DynAdmic’s patented technology employs audio recognition and AI semantic analysis to enable media agencies and direct advertisers to target qualified and relevant audiences based on their real-time preferences using contextual modeling.
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CO-Founder of DynAdmic, Celine Gauthier-Darnis commented on this agreement –
We see the value in partnering with MMP to scale both our businesses and benefit brands in the Middle East. Through the use of our proprietary and futuristic technology, supported by our ambition to put brand safety and fraud eradication at the very heart of our offers, we expect to set a new benchmark in the region based on our successes in EU, US, LATAM and APAC.
MMPWW is renowned throughout EMEA and APAC for its innovative approach to ad tech, providing full-funnel targeting and precision marketing solutions to help clients reach and engage their consumers in real-time.
Nader Bitar, Managing Director of MMPWW said that in the wake of approaching a cookieless ecosystem, the company had been running a discourse about “return of contextual”. He added –
By partnering with DynAdmic and bringing their products to the region, we will be able to take video measurement to the next level, allowing our clients to understand the effectiveness of their campaigns in real-time with full transparency on the delivery.
Smart AdServer, an independent ad monetization platform, has acquired DynAdmic, an integrated video advertising marketplace, to expand its CTV and media services offerings.
DynAdmic’s technology and operations will be incorporated into Smart’s offering to provide buyers with unique media solutions and media publishers with a new exclusive monetization channel.
To better connect ad campaign performance goals with user privacy needs, the combined group will benefit from innovative cookie-free contextual targeting possibilities.
DynAdmic, which was founded in Paris in 2012, has expanded worldwide to seven locations including the United States, France, Germany, Mexico, Brazil, Colombia, and Dubai, with the United States accounting for 60% of its income.
With 120 employees, DynAdmic grew by 32% in 2020 and is expected to rise by 90% in H1 2021.
Advertisers can use its proprietary audio and video content identification technology to achieve a cookie-free contextual targeting solution. DynAdmic runs specialised video advertising campaigns, with OTT and Connected TV accounting for 40% of those campaigns.
Smart CEO, Arnaud Creput said that their strategic development in the United States will be accelerated as a result of this acquisition and that they are committed to building a scalable, independent option to the dominant platforms that prioritize privacy, transparency, innovation, and performance. He further added –
“We are impressed by the technology and expertise developed by DynAdmic to bring superior performance to brands and agencies with OTT and CTV contextual targeting. The addition of DynAdmic complements Smart’s cookie-free and CTV strengths, which are the most critical shifts in our industry.”
Smart’s absorption of DynAdmic is a logical next step in the company’s global expansion, given its acquisition of LiquidM in December 2019 and the launch of its “direct buy” platform Smart Buyer Connect.
DynAdmic completely connects with Smart’s existing holdings and ongoing strategies to invest in technologies and media services that assist media buyers and bring them closer to quality publishers while delivering managed media solutions. And on the other hand, Smart’s publisher clients can gain an advantage of DynAdmic’s new monetization channel that will boost demand.
Stéphane Bonjean , DynAdmic’s CEO and Bruno Champion, the CTO said –
“Smart’s full-stack capabilities will allow us to rapidly integrate with their platform which, along with their strong technology, expertise and global presence, will generate significant value for our clients and partners.”
They also added that they are ecstatic to be joining a pioneer and industry leader and that they consider Smart as the appropriate partner to help them accomplish their growth goals.
“We share the same values of independence, excellence, and innovation.”