PubMatic Announces Groundbreaking Data Collaboration with Experian
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.
Read More: PubMatic Launches ‘Activate’ in Asia-Pacific for Premium Inventory
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.
Read More: PubMatic Integrates with FreeWheel, Expands CTV Ad Inventory
Sky Media Unveils Innovative Programmatic Audience Match Tool
The sales division of Sky, Sky Media, has announced the introduction of a new programmatic Creative Optimization feature targeted at performance and response focused TV advertisers. Together with Adalyser, this tool leverages Sky’s ability to correlate online activity with TV ad viewing. It looks at the genre, channels, time of day, and day of the week, and while the campaign is running. It dynamically matches the most appropriate ad creative to the most responsive audience. As close to the transmission as feasible, the tool can then automatically update the spot schedule and modify the ad selection based on message, product, or call to action.
How does the new programmatic tool work?
The tool can choose and position an advertisement based on message, product, or call-to-action when a range of creative is provided. For instance, changing the call-to-action from a spot-on Sky Sports to one for food programming on Sky Arts might result in better viewership. Utilizing the tool raises campaign response rates by about 18%, according to tests conducted with brands thus far. Working in tandem with Adalyser, the tool makes use of Sky’s Web Attribution tool to connect TV ad viewing to online activity and purchases. The broadcaster and its sales division have made a number of changes to increase their ability to reach advertisers, and the addition of Creative Optimization is the most recent.
Read More: Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Sky’s Web Attribution Tool
With its ability to connect spot placements to online activity and purchases, Sky’s Web Attribution tool is well-suited for this. Using this information, an airtime schedule can be modified to give clients the most successful campaign possible. For instance, one creative might perform better during the day than another during peak hours, or one call-to-action might elicit better responses from viewers of culinary programming while another might be more effective at content monitoring.
Sky Media’s other ventures
In an effort to collaborate with other broadcasters and facilitate the purchase of ad slots by brands in this highly competitive market, Sky Media signed up for a trial period in July with ITV’s addressable platform, Planet V. Sky also introduced AdSmart targeting capabilities in August, allowing businesses to target particular audiences based on their online search habits and locations.
Here’s what they said
Cath Crow, head of performance at Sky Media said,
We know from speaking with advertisers, that making sure every pound and ad placement count is essential in today’s climate. So, putting the best ad in front of the most responsive audience makes a massive difference. Being able to earn as the campaign runs and generate the best results in broadcast TV is a great step forward for advertisers. At Sky we continue to bring some of the best features of digital into the premium, big screen, brand safe world of TV.
Read More: Paramount Launches Conduit that Directly Integrates Major Programmatic Platforms
Paramount Launches Conduit that Directly Integrates Major Programmatic Platforms
Paramount developed an additional layer to its connected TV ad tech to control where advertisements appear for its streaming apps across various distribution channels. Conduit is a new product from Paramount Advertising that seamlessly integrates with CTV programmatic platforms to promote scalability and interoperability for advertisers. The platform is made to address a few challenging issues in the fragmented CTV market, such as tracking ad frequency and preserving rival brand separation in ad blocks. It is the programmatic ecosystem’s first worldwide direct integration layer in the industry.
Conduit – Helping connect the dots
Broadcast partners have been under pressure from advertisers to provide more interoperability. However, in the past year, marketers have increased their pressure on programmers to enable ad buying from a variety of SSPs. The company has been working on Conduit since the launch of EyeQ in 2020—Paramount’s CTV ad-selling platform that combines Paramount+ and Pluto TV inventory. Conduit is referred to by Paramount as the best global direct integration layer for the programmatic ecosystem. This includes vital demand solutions from Amazon Publisher Services as well as Magnite, Google Ad Manager, and all other significant SSPs. Conduit’s goal is to standardize everything related to connected television, including ad choices and operations. The system is already live, in-market, and fulfilling more than 600 million bid requests per day. Furthermore, it serves more than 50,000 unique bids.
Read More: Paramount Elevates CTV Advertising with Interactive Product Suite Expansion
CTV Solution for Programmatic Scalability and Efficacy
Currently operating on the market, the system processes over 600 million bid requests daily. Additionally, it handles over 50,000 distinct bids. Conduit is just Paramount’s most recent announcement of an advertising solution. The product is an intelligent, real-time, neutral integration layer for EyeQ. It offers exposure data, clean, actionable planning, and ad frequency management. Conduit, according to the company, is based on a unified instance of FreeWheel, which enables Paramount to swiftly and effectively adjust to partner needs. A buyer using an SSP that wasn’t linked to FreeWheel can still access CTV inventory directly from Paramount via Conduit.
Here’s what they said
The company in its statement said,
At Paramount, we take this problem seriously. We have dedicated enormous resources to find a way to solve this problem. With all systems connected, every deal type is eligible on every ad break and key data is known to eliminate repetition and coordinate a TV-quality ad experience. Conduit allows Paramount to finally delivers the true promise of addressable advertising in CTV: the right ad, to the right person at the right time.
FreeWheel general manager Mark McKee added,
Our unified ad-decisioning platform was designed to allow clients, like Paramount, to build upon our capabilities to meet their specific programmatic needs. In this case, Conduit utilizes the FreeWheel platform to make a unified decision on Paramount’s behalf, enabling advertisers to tap into the scale of Paramount’s global portfolio in a way that optimizes ad spend and maintains a premium advertising experience for consumers.
Magnite senior VP, of platform revenue Mike Laband stated,
We’re excited to expand our partnership with Paramount to include integration with its Conduit solution. Magnite’s ad server, SpringServe, is integrated with Conduit to enable monetization across Paramount EyeQ and its other properties through Magnite Streaming.
Read More: Paramount to Utilize iSpot As Currency Measurements for TV Ads
Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Disney+ has intensified its efforts to provide advertisers with more comprehensive and adaptable ways to reach audiences at scale, as the ad-supported tier nears its one-year anniversary. With its first-party audience graph and programmatic buying via private marketplace (PMP), the Disney+ ad-supported tier has introduced audience targeting. In addition, it now offers measurement services for identity, efficacy, verification, attribution, and approved creative ad formats.
Rising Disney+ ad-supported tier and programmatic capabilities
Of new subscribers, 50% select the ad tier. Furthermore, there was a 35% increase in service engagement from March to September 2023. The capacity to provide impact for advertisers grew along with the size of the Disney+ audience that is ad-supported. In order to provide the best possible customer experience, this was accomplished while maintaining a complementary ad load in line with viewing behavior. Disney’s position as an industry leader has been further cemented by solutions for tracking the effectiveness of campaigns. This is in order to fulfill and optimize advertisers’ performance goals.
Advertising capabilities are available on Disney+
Image credit- The Walt Disney Company
Advanced Audience Targeting
With the help of Disney’s acclaimed, in-house first-party Audience Graph, marketers can now target audiences more precisely for the first time across demo (age and gender); geography (State/Designated Market Area); and Audience Segments. Disney’s audience graph, which features 110 million households, 235 million unique viewers, and more than 2,000 interest- and behavior-based audience segments, will now allow advertisers to use first-party data.
Programmatic expansion
Disney is extending its programmatic offerings to encompass biddable transactions, accessible via exclusive auctions or private marketplaces. Advertisers can unlock Disney’s premium content at scale with greater choice and control than ever before. This is thanks to its availability across 30 DSPs that represent large, midmarket, and local platforms.
Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
Diversified Ad Formats
Disney+ is now accepting a wider range of creative lengths (midrolls and:15s to:90s) in addition to choosing content sponsorships, which are now available for the 2023 holiday season. This builds on its history of creating market-defining, consumer-first formats.
Enhanced Measurement and Attribution
Disney+ has kept developing new tools to help marketers reach a wider audience while guaranteeing efficacy through attribution and measurement. More campaign measurement options than ever before will be available to advertisers through it, all of which will highlight the benefits of running ads on Disney+. InnovidXP provides web and app conversion measurement, Kantar measures brand lift. Furthermore, Data Plus Math and iSpot.tv provide reach and frequency insights, and the platform, which previously offered measurement through Samba TV and VideoAmp, now offers the ability to measure the impact of ads on foot traffic through Cuebiq and Foursquare, and Kantar measures brand lift.
Disney+’s growing audience means more chances for advertisers to enhance their connection with the service as the platform continues to grow in size. Disney Advertising is still dedicated to bringing innovations and solutions to its brand partners to help them achieve their goals.
Here’s what they said
Rita Ferro, president, Global Advertising, Disney said,
Consistent with Disney’s strategic approach, we spent the last 10 months testing, learning and listening to our consumers and clients. That’s how we continue to create viewer-first experiences while simultaneously introducing new capabilities, functionality and formats. We’re seeing increased engagement and time spent, and now providing greater accountability for marketers through robust measurement, proving that premium content matters.
Read More: Reliance Industries to Acquire Disney India in a Cash and Stock Deal
Amazon Announces Publisher Cloud to Plan Programmatic Deals in Amazon DSP
Amazon unveiled Amazon Publisher Cloud, a new collaboration tool that lets publishers organize programmatic deals and activate them in Amazon DSP. It is based on the capacity to examine both first-party signals and Amazon Ads insights. AWS Clean Rooms are the foundation of Amazon Publisher Cloud. Publishers and advertisers can collaborate in a privacy-focused manner and utilize interoperability, enhancing customers’ experiences with more pertinent advertising. Moreover, it will support safe and efficient communication between Amazon Ads and its advertiser and publisher partners.
What is Amazon Publisher Cloud?
Amazon Publisher Cloud is included in the group of cloud-based services called Amazon Publisher Services (APS). It assists publishers in creating profitable digital media businesses. Publishers can deliver more relevant ads to their audiences and optimize results with the help of APS’ server-side header bidding solutions and direct-to-publisher supply relationships. APS offers services, infrastructure, and cutting-edge advertising technologies to publishers of connected TV, mobile apps, audio, and websites. As a result, they will be able to generate revenue from their ad-supported content, create unique demand, allow audience-level buying, and obtain a deeper understanding of their own audiences.
Read More: AMC Networks Pioneers Programmatic Ad Buying on Linear Networks
New Clean Room Solution for programmatic deals
Amazon Publisher Cloud is the first and sole clean room solution that allows a publisher to leverage insights from Amazon Ads. It helps in analyzing first-party signals and creating reach-optimized deals. Through a single, efficient workflow, publisher deals are made accessible for activation in Amazon DSP. For example, a publisher can comprehend how its contextual signals match up with in-market Amazon Ads audiences. Amazon Publisher Cloud-based programmatic deals are offered with beta launch partners like DirecTV, Dotdash Meredith, Fandom, NBCUniversal, TelevisaUnivision, and other premium publishers.
APS for publishers
AWS Clean Rooms serve as the foundation for Amazon Publisher Cloud. It offers publishers flexible interoperability. With AWS Clean Rooms, businesses and their partners can analyze and work together on their collective signals more quickly and securely. Furthermore, they can work without having to share or duplicate each other’s underlying datasets. Customers can work with any other business in the AWS Cloud to generate unique insights about advertising campaigns, investment decisions, and research and development. When compared to an unoptimized campaign, Amazon’s Amazon Prime campaign with NBCUniversal via Amazon DSP during the closed beta period reached more than 3.5 times the target audience.
Here’s what they said
Steve Rabuchin, vice president of third-party supply at Amazon Ads said
Amazon Publisher Cloud is purpose-built to provide publishers with durable addressability of their supply. We built Amazon Publisher Cloud to ensure that publishers securely maintain control of their first-party signals with the ability to analyze them alongside Amazon Ads insights, create customized and more effective deals, and easily make them available in Amazon DSP. We’re excited to connect publishers and advertisers and help them deliver more relevant customer experiences.
Read More: GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
AMC Networks Pioneers Programmatic Ad Buying on Linear Networks
Following a successful trial in September, AMC Networks announced that it has authorized programmatic ad buying on three of its linear networks. It was a noteworthy and ground-breaking first for the business. This technology breakthrough is significant because it allowed live linear inventory to be biddable in real-time and acquired programmatically for the first time. This month marks the launch of programmatic buying, which is available for all AMC, WE TV, and BBC America content.
An industry-first programmatic live linear inventory purchase
The company developed and carried out this ground-breaking collaboration with Canoe Ventures, The Trade Desk, a global provider of advertising technology, and FreeWheel, a global technology platform for the TV advertising sector. Through these technological partners, advertisers can buy digital advertising in a real-time biddable environment that is recognizable to consumers of connected TV (CTV) and over-the-top (OTT) advertising.
Benefits for advertisers
Traditional programmers are searching for innovative strategies to counteract digital advertising as viewers cut the cord and go to streaming. With the help of this service, advertisers can use current programmatic buying systems to purchase both digital and linear ad inventory for a single, cohesive campaign. Better reach and frequency management results from this and advertisers that were previously limited to digital platforms can now reach new incremental linear audiences.
AMC Network’s Pilot Program for programmatic
AMC Networks was the pioneering programming company to provide targeted advertising on linear television two years ago. Addressable spots are currently being sold in each hour of its live linear and VOD inventory on BBC America, WE TV, and AMC. Advertising partners who wish to reach viewers of the company’s well-liked and superior programming with targeted, relevant, and automated advertising will greatly benefit from the introduction of linear programmatic buying and the company’s addressable capabilities.
Read More: Czech Republic’s Media Club Launches Programmatic Video Ad Buying
The Premier Promo Campaign
As part of a test that ran in September and featured other national brands, L’Oreal became the first national marketer to purchase advertising programmatically, collaborating with their agency Omnicom Group. In September, The Trade Desk and AMC Networks conducted promotional activities to validate and assess the effectiveness of this novel feature. They also sought to make sure that the purchasing procedure was as easy, quick, and seamless as they could. The Walking Dead: Daryl Dixon and the network’s yearly FearFest programming event were the main topics of AMC’s ads.
Here’s what they said
Evan Adlman, executive vice president of commercial sales and revenue operations for AMC Networks said,
Programmatic buying offers enhanced targeting, greater efficiency and has been the preferred way to transact on digital platforms for years, but until now has never been possible for national linear television commercials. During this pilot, we were able to deliver seven distinct creative executions to viewers simultaneously as part of the same national linear commercial slot, through a real-time biddable process. This is a huge advance for us and for the industry and, like our pioneering efforts in addressable advertising, makes our inventory even more valuable.
Shenan Reed, senior vice president and head of media at L’Oréal USA stated,
We were excited to be the first brand to pilot this important advancement in how TV advertising is purchased, which aligns well with our interest in automation and efficiency and being able to buy all forms of inventory together as part of the same process. AMC Networks, The Trade Desk and FreeWheel were great partners and we look forward to being part of the continuing future of programmatic ad buying on linear television.
Mark McKee, general manager, FreeWheel commented,
This innovation brings together two extremely timely advertising technologies to help advertisers reach and engage with current and prospective audiences: programmatic ad buying and addressable TV advertising. The first gives advertisers greater control, automation, and efficiency in the overall TV ad buying process, and when layering this with addressable TV advertising, the result is advertising that reaches the right target consumer, within an enhanced and enriching viewer experience.
Tim Sims, chief revenue officer, of The Trade Desk, added
The business of buying TV ads is being rewritten, and right now is the moment the industry needs to fully embrace programmatic advertising. This integration brings the power of data-driven decisioning to linear ad buys, while giving brands and agencies the insight to build even more sophisticated, omnichannel campaigns. It’s a major win for both publishers and buyers.
Read More: Jumia Advertising Unveils Programmatic Ads for African Operations
Dentsu India Designs Future-Ready Performance Marketing Powerhouse
As part of its vision to deliver ‘What’s Next’ for its clients and people, dentsu India has decided to bring together the advanced capabilities curated from two of its leading brands, iProspect and Sokrati. iProspect is a globally awarded digital-first end-to-end media agency that drives business performance for clients; Sokrati is a tech-savvy, data-driven performance marketing company.
The unified services will provide integrated Performance Media Marketing and Programmatic solutions from iProspect and Sokrati. Driven by the collective expertise of 600 performance marketing professionals, the service is designed to offer future-ready solutions, achieve global business growth, and boost profitability for clients through synergies and increased efficiency. Furthermore, by leveraging cutting-edge technologies, the solution will enable full-funnel tracking and management, customer analytics, and AI-powered predictive media management. It will also offer access to top industry talent, improve client management by integrating media capabilities, and foster a culture of collaboration and excellence across teams with specialized experience.
Nilesh Gohil, formerly the Chief Business Officer of Media (CBO) at Sokrati, has been promoted to take on dual roles as the Chief Executive Officer (CEO) of Sokrati, and as President – Performance Practice. In his new role, Nilesh will focus on strengthening Sokrati’s commitment to ‘Scaling Up: Designing Tomorrow’s Experiences Today’. Working closely with the leaders, he will leverage his expertise in Performance Marketing, MarTech, and Analytics to offer tech-enabled, data-driven solutions, deliver added value to clients, and maintain the network’s reputation for excellence and innovation in the industry.
Vinod Thadani, Chief Growth Officer (CGO), Media and CEO, iProspect India, will continue to lead the growth responsibilities for all Media brands in India. He will focus on driving the growth trajectory of businesses by delivering on dentsu’s ‘Integrated by Design’ tailored solutions for clients.
Reporting to Anita Kotwani, CEO Media, South Asia, dentsu, Nilesh and Vinod will collaborate closely with the wider dentsu India team. They will deliver innovative and transformative outcomes for the clients, expand the agency’s presence in the market, and align with the network’s global vision.
Commenting on the announcement, Anita Kotwani said, “Dentsu is ushering in a new era of transformative excellence. We have always been at the forefront of innovation – anticipating the future, to shape the unknown. Sokrati resonates with our vision of leading the space. We firmly believe in empowering the best of our talent to take up key leadership positions and Nilesh’s proficiencies make him an absolute fit to lead the practice. His contributions have played a vital role in Sokrati’s success. I am extremely proud of his achievements, and I look forward to further partnering with him as we move ahead to attain many new milestones for Sokrati.”
Nilesh Gohil and Vinod Thadani added, “We are extremely thrilled to embark on this new phase of growth. Dentsu has been a performance marketing powerhouse, with solutions defined by cutting-edge technology. The unified services offered through the Performance Practice are certainly a key to pursuing exceptional performance marketing solutions. This will indeed truly distinguish our services in the industry. As dentsu strides in digitization, we are certain that this unification will lead to rapid growth opportunities. Our focus will be on driving innovation through digital, modern creativity, technology, and AI to continue leading as India’s frontier Digital Media company for years to come.”
Jumia Advertising Unveils Programmatic Ads for African Operations
Jumia Advertising has announced the launch of its programmatic advertising service. Brands will have the chance to expand their operations in Africa with the help of this service. With the use of cutting-edge technology and data-driven tactics, it is intended to empower advertisers and merchants. The fast-changing world of digital advertising offers new opportunities for cooperation and campaign optimization through programmatic advertising.
Growth of Programmatic Advertising in Africa
Across several African nations, Jumia Advertising has a vast and superior monthly audience reach of over 27 million unique visitors. For SMEs and brands, it’s a big opportunity to reach more online buyers. Through a real-time dashboard, Jumia’s programmatic advertising gives advertisers control over their targeted audiences, budget expenditures, and campaign results. They can make use of two unique choices for collaboration that are suited to their particular requirements.
Read More: Equativ Partners with Utiq for Ethical Programmatic Marketing Practices
Collaboration options
The first kind called a “Preferred Deal,” is accessible on Jumia to advertising agencies as well as sellers/brands. It enables companies to make use of their first-party data, guaranteeing that advertising is highly targeted and efficient. Advertising agencies are the only ones who can use the second type, “Private Auction.” It gives them the chance to start awareness campaigns for e-commerce clients at substantially cheaper costs per thousand impressions (CPM) than standard CPM prices.
Jumia’s strategic objective to boost revenue and quicken its route to profitability includes this launch. Of the top 10 rapidly expanding digital advertising companies worldwide in 2022, Jumia Advertising came in third (and first in Africa) for Digital Ad Revenue Growth.
Here’s what they said
Menna Samir, Group VP of Jumia Advertising, Jumia said,
We are thrilled to introduce Programmatic Advertising as a game-changing solution for our valued partners. Jumia Advertising has always been committed to driving innovation in the digital advertising space, and this is a testament to that commitment. With Programmatic Advertising, we aim to empower sellers and advertisers across Africa by equipping them with the cutting-edge tools and insights needed to make data-driven decisions and achieve superior campaign results.
Read More: Czech Republic’s Media Club Launches Programmatic Video Ad Buying
Instacart and The Trade Desk Partner To Boost CPG Advertising
The world leader in advertising technology, The Trade Desk, and North America’s top grocery technology company, Instacart, have announced a fresh collaboration. Through this collaboration, a limited number of CPG marketers will be able to leverage the strength of retail media in their programmatic campaigns. The alliance also hopes to increase the data-drivenness of CPG advertisers’ media buys on The Trade Desk. Based on customer activity and product purchase data from Instacart, it will allow them to connect with audiences that are interested in making a purchase.
Media buys for CPG advertising
GroupM and Beam Suntory are going to be pilot partners. With The Trade Desk, they will soon be able to develop and engage Instacart’s knowledgeable audiences for omnichannel advertising purchases. This data-driven strategy enables CPG brand partners to expand their reach outside of Instacart’s platform. Additionally, companies may reach highly motivated customers through The Trade Desk’s CTV and display channels before they even buy groceries.
Audience segmentation benefiting CPG marketers
Brands on The Trade Desk will have access to category-based purchase data from Instacart. They will be able to create more expansive, highly targeted audiences as a result, reflecting the purchasing habits of customers across the more than 1,400 retail banners that make up Instacart’s Marketplace in North America. Through the relationship, pilot brand partners can create audience segments based on categories. This can be achieved by layering their programmatic advertisements in The Trade Desk with exclusive Instacart data.
- Bought their category but not their brands
- Bought their brand
- Lapsed brand purchase
- Audiences who have never purchased their brand
Read More: New ‘Instacart for Shopify App’ Revolutionizes Merchant Advertising
Instacart – The Trade Desk Partnership
More than 5,500 brand partners on and off Instacart receive value from Instacart, which is dedicated to fostering growth and providing value. With the Trade Desk relationship, Instacart is demonstrating its ongoing commitment to supporting marketers’ off-platform solutions. To assist CPG clients in gauging the effect of streaming TV advertisements on e-commerce platforms, Instacart introduced the first set of off-platform measurement capabilities in April in partnership with a top manufacturer of CTV devices.
Here’s what they said
Ali Miller, VP of Ad Product at Instacart said,
Brands continue to tell us that they are looking for performant, data-driven solutions to maximize their return on investment. Instacart is attractive to marketers who want to drive results by reaching high-intent consumers, on a platform enhanced by our depth of consumer behavioral data and highly measurable outcomes. Now, we can help brands expand their reach to audiences off our Marketplace via our partnership with The Trade Desk. It’s critical for brands to reach consumers at scale, and ultimately drive purchase – and we’re excited to provide new solutions to help achieve those goals.
Ben Sylvan, Vice President, Data Partnerships, The Trade Desk added,
Instacart brings a wealth of valuable life stage and verified purchase data to our platform for CPG advertisers. Instacart-informed audiences will help The Trade Desk advertisers be a lot smarter with their media buying across the open internet, enabling them to reach their most valuable buyers. We’re excited to see how these advertisers can come up with new, innovative campaigns, especially on connected TV.
Brittney Duncan, Sr. Director NA Media & Digital Marketing, at Beam Suntory stated,
As a world leader in premium spirits, Beam Suntory is driving growth through quality craftsmanship, consumer connections and entrepreneurial spirit. Retail media is an important channel in our portfolio marketing mix and Instacart Ads continue to drive performance for our brands. Instacart’s new partnership with The Trade Desk provides an opportunity for us to scale our retail media efforts across our programmatic campaigns, and inspire even more like-minded customers to enjoy our premium spirits.
Lauren Lavin, Executive Director, Commerce, GroupM Nexus North America commented,
Over the last few years, retail media has emerged as a highly valuable lever for us to connect our clients with high-intent consumers directly at the point of purchase. GroupM continues to secure first-to-market opportunities, like Instacart’s new pilot partnership with The Trade Desk, so our CPG clients’ investments can work smarter across the complex media landscape we know today.
Read More: Instacart Enhances Ad Transparency and Trust with Strategic Alliances
Yahoo Partners with Amplified Intelligence for Attention Measurement
Following a significant novel agreement between Yahoo and Amplified Intelligence, advertisers will be able to measure attention across their programmatic advertising buys for the first time. Due to the market-first relationship, advertisers in Australia using Yahoo’s Demand-Side Platform (DSP) will now have access to the attentionPROVE measuring tool from Amplified Intelligence. As a result of the new partnership, advertisers will have access to attentionPROVE, which will allow them to assess the success of their attention targeting within programmatic purchasing.
AttentionPROVE – the attention measurement solution
Amplified Intelligence is an Australian business that leads the world in attention measurement. The attentionPROVE solution gives agencies and brands the ability to continuously improve impact, performance, and cost-effectiveness. It is based on the biggest real-human dataset in the world. The solution made up of more than 100K unique individuals and producing more than 400 million data points, uses active and passive human attention seconds, revolutionizing how they are carried out and evaluated. For advertisers using the Yahoo DSP, this new relationship is anticipated to significantly increase the efficacy of attention planning.
Read More: Yahoo Spins Out its Enterprise Engine Vespa for AI-Scaling Excellence
Why did Yahoo choose to partner with Amplified Intelligence?
Yahoo provides omnichannel services for advertisers via its well-known products. It acts as a trusted resource for hundreds of millions of people worldwide. Brands and agencies may benefit from more effective and profitable advertising campaigns. This is thanks to Amplified Intelligence, a world leader in assessing online human attention. It keeps transforming the media trade to put a strong emphasis on attention, placing it as the most important metric for determining if an advertisement is successful. A fresh phase of insight-driven programmatic buying and selling is now being ushered in by the new capability, which is already rolling out across the Yahoo DSP. The CTV supply paths would be made simpler by the Yahoo Backstage system, increasing revenue for publishers and advertisers. Additionally, it strives to lower carbon emissions by minimizing the amount of data transferred between various SSPs.
Here’s what they said
Andrew Gilbert, Director of Platforms AUSEA at Yahoo said,
Attention has rapidly become a vital component of the media planning ecosystem, and this partnership is a major milestone in advancing its use. All of the major holding groups in Australia use Amplified Intelligence’s data as part of their planning process. Adding programmatic measurement creates a significant opportunity for them to move past just high-level planning and get deeper insights into their programmatic investment across desktop, mobile, tablet, and Connected TV.
Dr Karen Nelson-Field, Founder and CEO of Amplified Intelligence added,
Attention is now widely accepted as a crucial part of any media buy and this integration is going to be a huge boost for our partners. Now brands can get real-time human attention insights from their campaigns which in turn will help them optimise for better outcomes. Yahoo’s expertise in programmatic will help Amplified Intelligence’s partners to track attention effectively, which is very exciting for us.
Read More: Taboola and Yahoo Partner for Native Ads Worldwide
