A strategic partnership has been announced between Hawk, a prominent player in digital omnichannel advertising in Europe, and Samba TV, a top supplier of TV technology for audience data and omni-screen measurement. Azerion recently acquired Hawk. Hawk’s platform will provide advertisers and agencies with access to Samba TV’s Geo Audience data and insights for the first time, facilitating more effective omnichannel targeting for increased brand exposure and incremental reach. The multimarket partnership will launch in the UK first, then in France and Germany.
Geo-Audience Data for Omnichannel Targeting
With the help of automatic content recognition (ACR) technology, Hawk’s demand-side platform (DSP) will process Samba TV’s first Geo Audience data, providing advertisers with objective, compliant, and privacy-safe information about TV advertising reach examined at the geographical level. Advertisers can maximize targeting in those areas and attain additional reach by activating across other media channels, such as connected TV (CTV), audio, and digital out-of-home (DOOH), with a deterministic view of a brand’s TV ad exposure at the postal district level. With the help of this innovative geographical strategy, advertisers can more effectively synchronize targeting across a variety of media channels for a higher return on investment.
Here’s what they said
Samba TV’s VP of international customer success Jay Fowdar said,
A unified and holistic approach to omnichannel targeting is key to unlocking incremental reach in today’s fragmented advertising landscape. The integration of Samba TV’s TV Geo Audience data with Hawk’s omnichannel platform gives advertisers a fresh perspective on viewership behaviour to achieve impactful audience reach at a granular level across multiple media channels. As audiences become more fragmented across screens and thereby harder to reach, it’s all the more imperative for advertisers to utilise a more precise, relevant, and scalable approach to omnichannel targeting.
Chris Childs, Hawk’s managing director of UK and international added,
We are thrilled to join forces with Samba TV to bring a new level of granularity and effectiveness to TV audience reach. Marrying Hawk’s omnichannel capabilities with Samba TV’s Geo Audience data allows brands to optimise their activity across (CTV), audio, and DOOH to maximise their reach across the most tactically relevant locations. This impactful data enables brands to build bespoke and critical location strategies across their entire digital advertising plan.
Azerion was founded in 2014. It is one of the biggest digital platforms for entertainment and advertising in Europe. It leverages its strategic portfolio of owned and operated content with entertainment and other digital publishing partners. Azerion provides advertisers with a safe, engaging, and high-quality environment while delivering global-scaled audiences in an easy and affordable manner. This is through its proprietary technology. With its headquarters located in Amsterdam and its origins in Europe, Azerion is a global company with commercial teams situated in more than 26 cities. It works closely with its partners and clients to identify and implement innovative advertising strategies that have a significant impact.
With the help of Samba TV, viewers can now view the TV as a window into their hearts rather than just a piece of glass on the wall. It is the world leader in television technology. It enables audience targeting and real-time insights to enable unmatched marketing efficacy and efficiency. Samba TV’s exclusive first-party data is gathered from over 20 TV brands sold in more than 100 countries, and tens of millions of opted-in televisions. Furthermore, it gives media companies and advertisers a cohesive picture of the whole consumer journey. Advertising for the next generation is now future-proof thanks to its independent measurement. This gives marketers the ability to engage with consumers on any platform and across any screen.
Image source: Ian Coupland’s LinkedIn
The independent technology company PubMatic and the world’s top global information services provider, Experian have announced a ground-breaking data collaboration. PubMatic provides digital advertising with the supply chain of the future. Through the partnership, PubMatic became the first sell-side technology provider of Experian marketing data in the US and the UK, achieving a significant milestone in the advertising industry and offering its clients unique household-level commerce media targeting capabilities.
Experian’s syndicated audiences
Rich data such as consumer demographics, spending patterns, real estate information, and automotive audiences are all included in Experian’s syndicated audiences. These are further enhanced by the comprehensive cross-channel insights provided by Experian’s Mosaic segments. Moreover, the partnership will completely transform the way media buyers use data-driven marketing strategies across commerce media to engage their target audiences. They will be able to leverage the innovative and privacy-focused insights offered.
What’s in it for advertisers?
Media buyers will be able to maximize return on investment, optimize their campaigns, and increase engagement rates. This will be with the help of Experian’s extensive consumer insights and PubMatic’s sell-side targeting capabilities, Through PubMatic’s Connect platform, advertisers will be able to fine-tune their marketing strategies and apply more precise targeting and personalized messaging to targeted audiences, all thanks to access to detailed insights into consumer behaviour such as shopping preferences and transaction details.
Additionally, through this partnership, advertisers will be able to leverage Experian’s audience insights and consumer data across all of PubMatic’s premium omnichannel inventory. These would include connected TV (CTV), web, in-app, and mobile. The data will also be available at the household level for the first time in the UK’s programmatic ecosystem, instead of at the postcode level.
Pubmatic – Experian Data Collaboration for driving digital transformation
PubMatic and Experian are dedicated to advancing digital transformation and providing media buyers with unmatched targeting capabilities. This partnership transforms the media landscape for commerce. Furthermore, it puts both businesses on a path to influence the direction of data-driven advertising in the future.
Here’s what they said
Peter Barry, VP, of Addressability & Commerce Media at PubMatic said,
By integrating Experian’s robust commerce data into our platform, we give our customers an unprecedented competitive edge by empowering them with a deeper understanding of their target audiences as well as market-leading targeting capabilities, while remaining privacy-centric. We are looking forward to working with brands and agencies and helping them to make the most of this exciting new collaboration and a first for the industry.
Colin Grieves, Managing Director of Marketing Services UK&I at Experian added,
We believe that by integrating with PubMatic we can unlock tremendous value for media buyers, empowering them to leverage our consumer insights to accurately and effectively plan and deliver campaigns that advertisers have long wished for, but seldom found possible. This collaboration will pave the way for innovative marketing campaigns that connect with audiences at a deeper level, driving increased ad relevancy for consumers and stronger engagement for brands.
GroupM, WPP’s media investment group, and Criteo, a commerce media company announced a pilot collaboration in Asia Pacific (APAC). For GroupM clients in the area, the alliance intends to improve omnichannel commerce media capabilities. The first-ever partnership in APAC combines GroupM’s patented media solutions, privacy-safe commerce audiences, and proximity-based insights to enable omnichannel commerce through the integration of in-store and retail media.
Criteo’s omnichannel monetization solution
For better media planning, budgeting, and best-in-class activation, GroupM’s clients will have access to Criteo’s insights technology. New degrees of relevance, optimization, and conversion are made possible. The collaboration will increase GroupM’s clients’ access to Criteo’s comprehensive omnichannel monetization solution. Additionally, it enables merchants to manage their complete media inventory for both physical retail and the Internet. It will make it possible for brands and agencies to easily find and buy omnichannel media from top retailers.
GroupM media asset activation
360° media asset activation, including in-store activations like point-of-sale displays, out-of-store activations like inbox sampling, and online activations like email and social, are tools that are accessible to GroupM clients. By examining strategic prospects across media-buying capabilities and analytics to support predictive decision-making, Criteo and GroupM also intend to advance their cooperation. As a response to the ongoing acceleration of commerce media, cooperative attempts to create best practices in the field seek to open up a wide range of interesting possibilities.
Here’s what they said
Anita Munro, Chief Investment Officer, GroupM APAC said,
The innovation in commerce that will be made possible through this collaboration with Criteo is a significant and hugely exciting development for advertisers in APAC, and for our industry as a whole. Combining Criteo’s commerce media capabilities with our own not only strengthens our commerce offering in the region, but also allows us to set a new standard for what’s possible in advertising by bringing products, media, clients and consumers closer than ever before.
Taranjeet Singh, Managing Director, Enterprise, APAC at Criteo stated,
Together with GroupM, we are honored to usher in the next era of omnichannel marketing in the region. This partnership represents a union of industry leadership, and we are optimistic that it will drive greater integration across omnichannel campaigns and elevate success for brands and advertisers.