Samsung Ads Partners with Brightline To Boost CTV Advertising
Samsung Ads has teamed with BrightLine to increase the availability of its actionable and dynamic video ad inventory. It will make it possible to concentrate more on results and performance. In order to enhance its free-ad-supported streaming TV (FAST), Samsung is the most recent smart TV manufacturer to incorporate BrightLine’s interactive ad capabilities into its connected TV (CTV) inventory. The partnership aims to CTV advertising.
BrightLine’s Commendable Client Roster
Major publishers BrightLine already works with include Warner Bros. and Discovery. Additionally, it collaborates with VIZIO, a rival to Samsung and a manufacturer of smart TVs in the US, to offer interactive commercials on its WatchFree+ FAST Service. As the largest TV manufacturer in the United States, Samsung expands Brightline’s clientele. Additionally, it provides a vital range of distinct audience data. BrightLine enables geo-addressable content, such as store locators or localized specials, to dynamically populate commercial overlays, which is the simplest form of personalization. BrightLine claims that interactive creatives may be tailored to a deeper level of understanding, such as viewing habits, thanks to Samsung, its unique audience, and other factors.
Samsung – BrightLine partnership insights
Using BrightLine’s new dynamic ad unit, Samsung Ads, which already runs interactive ads in its QR-coded shoppable online video inventory, goes above and beyond to offer live and customized ads. Additionally, it will provide on-screen polls, quiz sessions, and scrollable branded carousels. It will encourage participation and action from viewers straight from the TV screen. Additionally, it incorporates dynamic creative that has been modified using Samsung’s data footprint to include elements like dealership and shop locators. Samsung Ads’ inventory mix is smoothly integrated with Brightline’s exclusive interactive ad suite designed specifically for TV.
Furthermore, it makes it possible for Samsung advertisements to provide the most advanced interactive solutions. It also enables to round out the Company’s full lineup of in-stream, native, and cross-platform ads. For many years, Samsung has previously been able to operate Brightline extended units on its smart TV home screen. To broadcast the vendor’s in-stream video ads and experiences on its FAST Service Samsung TV Plus, Samsung is now able to do so thanks to the partnership’s recent expansion. It is the first partner of Samsung to provide interactive CTV commercials on Samsung TV Plus with a remote. With Samsung Ads reaching three out of four US households, Samsung also claims to be the largest single source of TV data.
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Here’s what they said
Michael Scott, vice president of ad sales and operations, Samsung Ads said in the announcement,
CTV advertising has been about delivering the solutions brands need to achieve measurable results. Today, we’ve evolved to a point where CTV is now capable of delivering results beyond simply reach and awareness. With BrightLine’s advanced capabilities, advertisers are now able to engage consumers in a real-time dialog and exchange for the first time on Samsung Smart TVs.
He further added,
Now with access to Brightline, Samsung advertisers can take home screen engagement a step further with dynamic, engaging ad experiences that are designed to be actionable. As we progress towards a future where personalized and relevant advertising is not only the norm, but expected, actionable home screen ads will continue to be a crucial advertising tool for brands.
Mike Bologna, BrightLine’s chief accelerator stated,
BrightLine is helping partners like Samsung Ads deliver on the promise and potential of truly dynamic CTV ad experiences. Now that Smart TVs have become so much more than just a vehicle for video consumption, these new ad units provide opportunities for audiences to engage and take action directly from their screen, complementing the rich Samsung connected ecosystem.
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InMobi Bolsters Privacy Control with Quantcast Choice Acquisition
Quantcast Choice, a consent management platform (CMP) created to help marketers comply with evolving international privacy rules, has been integrated and acquired by InMobi for unspecified financial terms. InMobi is a market pioneer in marketing and content monetization tools supporting company expansion. The strategic acquisition highlights InMobi’s dedication to strengthening its privacy management system for websites and mobile app developers. Additionally, it will equip them to negotiate the complex, ever-changing privacy landscape.
A quick look at CMP
App and website publishers can control user consent for data collection and advertising activities following data privacy laws thanks to a CMP (consent management platform). For gathering and managing user consent preferences, it offers a user-friendly interface. Additionally, it promotes user trust and assures compliance. A CMP is a crucial weapon that publishers in the EEA and the US ought to be privy to.
InMobi – Quantcast Acquisition
CMPs are now necessary for advertisers to assure compliance and sustain ad revenue as privacy laws such as the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR) in the European Economic Area (EEA) continue to change. Many of the top-demand partners mandate the use of a CMP that supports the recent privacy standards upheld by the Interactive Advertising Bureau (IAB). Hence, in the absence of a tested CMP, publishers might lose out on opportunities.
This premise of the acquisition is simple to understand. The publisher (or mobile developer) side of InMobi’s ad tech business must be strengthened. The theory is that these controls could result in advertising that is even more precisely targeted and possibly even higher CPMs for advertisers. Publishers may be more willing to spend money on advertisements supported by compliance and transparent data. The CMP will be incorporated into InMobi’s comprehensive publisher’s software development kit (SDK). It will provide enhanced privacy control, simple content management, and increased data governance. With the inclusion of a trustworthy, flexible, and adaptable CMP, InMobi will be able to provide complete publisher monetization solutions.
For publishers’ needs, Quantcast Choice offers over 500 Google-certified and 800-IAB-approved and non-approved certified providers. This open-minded strategy aids publishers increase revenue, fill rates, and occasionally records a 35 percent rise in eCPMs in specific locations. As part of the acquisition, InMobi will keep the platform’s free use for current users and continue to work hard to fulfill this commitment to both existing and fresh users. The changeover for Quantcast clients and the launch of new publisher offers will happen later this year.
Here’s what they said
Kunal Nagpal, Chief Business Officer, of InMobi Advertising stated,
“InMobi has always been at the forefront of building solutions that help brands and publishers alike navigate the complex global privacy landscape. This acquisition allows us to bring the power of a proven world-class CMP into the in-app ecosystem where the challenges remain enormous and unresolved. Quantcast Choice is a gold standard for thousands of Web publishers; we are excited to build and extend its benefits to the 40,000 mobile apps that currently work with InMobi.”
Peter Day, Chief Technology Officer of Quantcast said,
“Quantcast Choice was born of our commitment to protecting consumer privacy and we’re proud of helping so many businesses meet the needs of an evolving regulatory landscape. InMobi understands the needs of publishers and we’re delighted that this market-leading CMP will continue to be available as a free solution. We remain committed to our customers and have formed a close relationship with InMobi to ensure a seamless transition.”
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Lyft’s App Now Offers Advertising Throughout Passenger’s Journey
The ride-hailing company Lyft revealed that it will be offering users in-app advertisements. To accomplish this, it has introduced its own media and advertising unit, Lyft Media. The current business model relies heavily on ride-hailing. The move is said to boost CEO David Risher’s initiative to drive a turnaround. The company’s bike-sharing units will maintain competitive pricing, reduce costs, and increase sales through strategic alliances. Lyft intends the ads to run as users wait for their trips, connect with drivers, and throughout their trips. It will start running in-app ads, on in-car tablets, on rooftop screens, and at bike-share stations. Later this year, the business also intends to launch video adverts on its app. They’ll also look at other advertising devices, such as in-car screens. Lyft is experimenting with several strategies to develop a more reliable revenue stream. On its designated app, advertisements will appear at the various stages of the consumer experience.
Zach Greenberger, Lyft’s chief business officer said,
Lyft has a captive audience throughout their entire ride journey – waiting for their car, matching with their driver, and in ride – and brands can now reach riders in relevant and tailored ways across our suite of Lyft Media products.
The in-app ads
Lyft customers will see targeted advertisements. The business will gather information from a variety of touchpoints, including payment methods, ride history, and leisure categories. Targeted advertising will have an opt-out option available to users. However, customers won’t be able to turn off the adverts themselves. Every ride, Lyft customers check the app nearly nine times on average. As a result, customers now have numerous chances to see novel adverts. Additionally, Lyft’s capacity to gather first-party data from its users will draw advertising to the platform. For instance, when a customer requests a drop-off near a theater, they will see advertisements for the movie playing there while they wait for an ETA.
Image credit- Lyft
Currently, Lyft has 800 car top screens and over 6500 vehicles equipped with tablets. Additionally, it runs 3,250 bike stations around the New York, Chicago, and San Francisco metropolitans, majority of which have ad displays. According to Lyft, these advertisements will show up on users’ ETA screens once they connect with a driver and continue during their trip. Additionally, it will play adverts on the in-car tablet that drivers can use to increase their income through advertising and tips. It is still unclear, though, what portion of the ad revenue will go to drivers. Brands will be able to advertise in 12 markets during the initial launch, five markets on digital car screens, and four markets on bike share panels.
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The advertising canvas
Lyft plans to display its ads on its different digital units.
Lyft Halo
Image credit- Lyft
The Lyft Halo is a smart digital rooftop panel. Based on the car location, it can be incredibly efficient at grabbing viewers’ attention with interesting videos. Brands and advertisers will be able to reach large audiences at locations and times that are most beneficial. Through Lyft’s crediting partners, they will be able to monitor the effectiveness of the campaigns as well. Lyft Halo will make it possible to target and measure OOH advertising campaigns to a previously unheard-of.
Lyft tablets
Image credit- Lyft
The rideshare experience will smoothly connect with these in-car tablets. Through its connection with iHeartRadio, it will allow users to follow their journey, critique, and reward drivers, and choose music during the ride. For the duration of the rideshare, brands will be able to deliver dynamic material to a highly engaged audience. Expansion into Los Angeles, Chicago, San Francisco, and Washington, D.C. are the future goals. Additionally, it intends for 25% of all rides on the Lyft platform in these areas to include tablets.
Lyft Bikes
Image credit- Lyft
With more than 3000+ stations, 35,000+ bikes, and 36 million rides each year, Lyft Bikes runs the nation’s largest bike-share network. Its bike-share stations located throughout the cities offer amazing street-level media possibilities at busy intersections. Additionally, Lyft will upgrade the stations to add digital advertisements.
Lyft Skins
Image credit- Lyft
Advertisers will be able to interact with rideshare consumers on the Lyft App thanks to this innovative method. With a customizable brand symbol and banner, brands will have access to over 20 million active riders. They have collaborated with numerous marketers throughout their portfolio, including DoorDash, Starbucks, Marriott, etc.
Why the step?
Lyft made this decision in light of its ad income increasing significantly and beyond analyst projections. Lyft entering the advertising space was therefore inevitable. It has teamed up with ad tech firm Rokt to sell adverts. Additionally, it has a partnership with measurement company Kantar that enables clients to track ad expenditures. To give customers KPIs, it will also help measure the success of elements like brand recognition and buying intent. It is also developing an in-house advertising technology system.
At first, the same brands will be featured in every advertisement the rider sees while traveling. However, Lyft intends to gradually integrate several brands to purchase advertisements for various parts of the journey. The move also comes a month after its rival, Uber, introduced in-app advertisements. In contrast, Uber offers deliveries and freight brokerage and has a more developed advertising company. Additionally, the business just finished a strong quarter with over $650 million in advertising sales.
Lyft believes that to broaden its portfolio as much as possible, it is crucial to take risks and test out different ad styles. This is so that the financial situation is not disturbed by excessive reliance on one platform or channel. However, customers could still become irritated if repeatedly bombarded with advertisements. Therefore, finding the ideal balance between these two is crucial for Lyft and its advertising. The privacy issues with targeted advertising may discourage advertisers from contacting Lyft. As the business makes its debut in the advertising industry, there will be a long road ahead.
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Meta Adopts Consent Policy for Targeted Ads Data in Europe
Meta, the parent organization of Facebook and Instagram, agreed to obtain user consent before acquiring private information in Europe. The business announced in a blog post that it intended to change the legal basis for its operations in the EU, EEA (European Economic Area), and Switzerland from “Legitimate Interest” to “Consent.” These changes will be incorporated in October. Meta’s ad space might be impacted. The platform will still allow marketers to run specialized and targeted advertising campaigns across Europe, thanks to Meta’s assurance.
The internet powerhouse and the EU have been at odds for a year. Meta says these adjustments were made to keep up with the Irish Data Protection Commission’s growing and shifting regulatory requirements. Meta manages its European activities through the IDPC, which oversees EU data regulations.
According to Meta’s blog post,
There is no immediate impact to our services in the region. Once this change is in place, advertisers will still be able to run personalized advertising campaigns to reach potential customers and grow their businesses. We have factored this change into our business outlook and related public disclosure made to date.
The move comes as a salvation for Meta
The EU penalized numerous large digital companies, including Meta, for their ethical and business practices. Due to the strict requirements of GDPR regarding data privacy, this has affected their targeted advertising methods. Meta wouldn’t be able to analyze users’ preferences and behavioral patterns if many users refused to let Meta capture their data. It would be difficult to establish an audience for targeted advertising, which would undermine their ad operations. Because of this, advertisers can decide not to use the platform, which reduces profit from ad space.
Users in Europe have been eagerly awaiting Meta’s intention to request their permission. After a lengthy conversation with the IDPC, whereby valuable advice was provided, the company advised changing its privacy policy to comply with EU standards. More information will be released in the upcoming months as Meta works productively and closely with regulators.
Estimated timeline
Meta says these adjustments, may require at least three months. It claims that getting consent will be a challenge. As a result, in October the company will begin gathering data from users throughout Europe. But Meta has suggested that it will hold off until an update to its policies is in compliance with any modifications made by EU regulators. The exact timeline is to be confirmed.
Why is it so critical for Meta?
Users of Facebook and Instagram can currently only set default permissions in Meta so that data can be collected to make money from targeted advertisements. Furthermore, EU data regulators previously rejected Meta’s claims that the “Legitimate Interest” justification for collecting users’ personal data was valid.
Meta will maintain compliance with governing bodies’ regulations and promote transparency in its data handling methods with upgrades addressing privacy issues. However, the pioneering Digital Marketer’s Act of the EU, which forbids internet doorkeepers from engaging in anti-competitive behavior, is likely to have some consequences.
Meta may breathe a sigh of relief with the upgrades to their privacy policies. The tech company is yet to launch Threads, their text-based app, in Europe. After a year of conflict with the regulatory authority, they are now able to cater to their European audiences.
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