AlgoriX and LiveRamp Turbocharge Cookie-less Digital Advertising
A diverse alliance between AlgoriX and LiveRamp aims to speed up cookieless transactions for the digital advertising industry. AlgoriX will integrate LiveRamp’s Authenticated Traffic Solution. Furthermore, it will allow its demand-side platform (DSP) and supply-side platform (SSP) users worldwide to transact on LiveRamp’s RampID.
AlgoriX integrates LiveRamp’s RampID to enhance digital advertising
Via LiveRamp’s data cooperation platform, over 450 of the top advertisers in the world initiate campaigns on RampID. With AlgoriX, LiveRamp’s solutions can now be connected internationally with over 165 DSPs and SSPs, allowing for large-scale reach of high-value audiences and the delivery of tailored experiences across browsers, mobile devices, and CTV. To further improve the AlgoriX SDK’s offering for developers hoping to boost their business in the mobile and in-app advertising arena, AlgoriX will also integrate LiveRamp’s Authenticated Traffic Solution SDK. With the help of AlgoriX’s SDK, these developers can now swiftly implement LiveRamp’s Authenticated Traffic Solution, improving inventory monetization and enhancing the addressability of their opted-in app users.
Read More: Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Here’s what they said
Frederic Liow, AlgoriX SVP for revenue growth & strategy said,
As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers.
Travis Clinger, SVP, of activations and addressability, LiveRamp added,
Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space. LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.
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Magnite-Mediaocean Enhance CTV Access to Local Linear Buyers
The largest independent sell-side ad agency in the world, Magnite, established a collaboration with Mediaocean. It is a mission-critical infrastructure for omnichannel advertising to give local linear buyers direct access to streaming and CTV content. Magnite sought to offer compatibility with important members of the advertising ecosystem. It went on to say that it was crucial in a sector where cord-cutting had been picking up speed.
Mediaocean-Magnite Partnership
In accordance with the new partnership, Mediaocean’s ad infrastructure for multichannel marketing has been linked with Magnite’s sell-side streaming TV footprint. It’s a recognized plan-to-pay media management system on the market. It will further enable agency teams to work more productively with a consolidated procedure across sources and buying techniques. Utilizing user security and permissions standardizes the procedure. It also easily interfaces with partners in supply, technology, and data. It has a financial system that manages the whole client and vendor bill-pay procedure.
Local linear TV buyers can use Mediaocean’s convergent workflows to access Magnite’s entire premium CTV supply directly through sell-side advertising. Local consumers now have access to Magnite’s streaming and CTV supply, something they had not had before the recent conjunction. Magnite’s supply reaches more than 80 million CTV households in the US, or 90% of CTV viewers in the country funded by advertisements.
Read More: Magnite Launches Programmatic Offering With Samsung Ads
Adapted for linear purchasing
Local purchasers will be able to designate localized spend to Magnite within Mediaocean as part of the deal. It will reduce operational challenges for linear buying teams by enabling the smooth execution of CTV purchases with its current planning tools. Magnite is in a good position to assist local linear buyers in adapting their buying strategies to account for the ongoing shift in viewing preferences as the cord-cutting movement gains momentum. This will help ensure that they can reach their target audiences across a broad range of demographics and maximize the efficacy of their campaign.
Here’s what they said
Richard Pacheco, SVP of Strategic Partnerships at Mediaocean said,
As traditional television and digital increasingly converge, we remain committed to enabling omnichannel execution and providing interoperability with key players across the advertising ecosystem. We’re excited to give local linear TV buyers a direct avenue to the entirety of Magnite’s premium CTV supply through existing workflow in our platform.
Matt McLeggon, SVP of Advanced Solutions at Magnite commented,
The integration of Magnite’s streaming TV footprint into Mediaocean provides a fully converged workflow for local linear buyers to extend their reach into streaming. This direct line into CTV unlocks efficiencies which will allow agency partners to direct more dollars toward high quality working media, agnostic of screen. We’re excited about the impact that this partnership is already having on the fluidity of local linear media investment.
Read More: Brightcove Partners With Magnite To Boost Ad Monetization
Brightcove Partners With Magnite To Boost Ad Monetization
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!
Horizon Media Strikes A Supply Path Optimization Deal With PubMatic
Horizon Media, the largest media agency in the U.S. announced a supply path optimization (SPO) partnership with PubMatic. As part of a plan to consolidate its SSP partners, it collaborated with Pubmatic to provide advertisers with a data-driven advertising scale. Buying premium media inventory has become increasingly complex across formats and devices, with new challenges in targeting fragmented audiences. This partnership will add value to Horizon Media clients’ direct, transparent, and simplified access to high-value audiences and premium inventory, including CTV, at an unprecedented scale.
The consolidation plan will help Horizon Media to create a smaller decision tree that will in turn aid to make faster, better auctions. Jesse Fisher, SVP Programmatic & Data, Horizon Media said,
“Horizon’s relationship with PubMatic gives our clients access to audiences at scale across channels, including CTV, and they are aligned with our own innovation to ensure our success and leadership in the future of digital advertising.”
“Horizon Media now offers a unique combination of tools for increased cost-savings, along with access to new and exclusive product offerings with PubMatic.”
Horizon’s clients who purchase open-auction inventory through its HX trade desk will be able to use PubMatic’s intelligent bid optimization to automatically move to spend to inventory that maximizes the advertiser’s return on marketing investments. PubMatic will automate the optimization of open exchange media buying all in one place, providing better efficiency, insight, and performance for Horizon Media’s clients.
Publisher inventory can be optimized more granularly through PubMatic’s ROI Sync, for instance. A tracking pixel compares the buyer’s historical performance data with conversion data. The advertiser’s bid is then adjusted in real-time based on publisher conversions.
Adexchanger quoted Fisher, “PubMatic will look at historical performance at the publisher ID and match that up against clearing price and win rate to make sure that, if they adjust your bids, they’re not going to hurt your ability to win those impressions.”
Horizon is also consolidating its SSPs because it no longer sees the need for so many and streamlines its operations.
Several SSPs tend to promise 90-95% US audiences reach, which results in a lot of redundancy. SSPs have different value propositions, which makes it difficult for the buy-side to understand. Fisher said to Adexchanger, Better inventory packaging made PubMatic stand out for a supply path optimization deal.
“ uses supply-side signals that are available to everyone, but they use them in very smart ways to build new products, like green media auction packages and PMPs.”
Furthermore, Horizon expects to become less dependent on third-party data partners by utilizing PubMatic’s data products such as ROI Sync and Identity Hub ID management tools. Kyle Dozeman, Chief Revenue Officer, Americas, at PubMatic said,
“Horizon Media is a great partner in driving efficiency, transparency, and innovation to enable the development of digital advertising and its benefits for brands, publishers, and consumers.”
“Their media buying scope combined with our omnichannel quality and scale provides one of the most robust media opportunities on the open internet for both brands and publishers. We’re looking forward to delivering more custom capabilities that further improve the media buying process, deliver deeper insights, and ultimately create more value.”
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US and India-Based ZEDO’s Assets Acquired By Discovery
The assets, technology, and intellectual property of ZEDO, an advertising technology business established in both the United States and India, have been procured by the factual entertainment behemoth Discovery. The acquisition will integrate ZEDO’s technology in-house, allowing Discovery’s ad solutions to innovate more quickly.
This transaction adds significant ad technology platform functionalities to Discovery’s worldwide direct-to-consumer (DTC) platforms, such as a Supply-Side Platform (SSP) and Real-Time Bidding (RTB), which enhances user engagement and boosts monetization. Employees from ZEDO in India and the United States will be onboarded as part of the acquisition.
Sudheer Sirivara, EVP, DTC – Global Technology, Discovery Inc. said –
“We are excited to welcome the ZEDO team to the rapidly growing technology presence in our India Development Center, which is a strategic priority for us to build talent and expertise across the country to help scale globally.”
Sirivara also added that combining ZEDO’s expertise with their global direct-to-consumer platform, this arrangement will bring the Discovery and ZEDO teams together to improve the entire consumer ad experience and help promote new innovation.
Roy de Souza, CEO, and Co-Founder, ZEDO also commented –
“With the acquisition of ZEDO’s assets, Discovery will have its own proprietary Real Time Bidding (RTB) platform and SSP to sell advertising programmatically. Discovery’s advertisers will soon have one place to buy advertising on a high-quality set of streaming platforms and reach Discovery’s vast global audiences.”
Discovery’s acquisition of ZEDO’s assets follows the acquisition of AdSparx’s assets in 2020, which added Server-Side-Ad-Insertion (SSAI) capacity to its worldwide tech platform. The integration of ZEDO’s technology with Discovery’s SSAI and global video platform will provide customers throughout the world with unrivaled video and ad experiences.
