Tag: adtech

Australia – Cartelux, an adtech software company, has secured an AU$3m post-seed investment from TEN13 and the Queensland Government through Queensland Investment Corporation (QIC).

The investment will fuel Cartelux’s ongoing growth and the development of innovative software solutions for the advertising industry while facilitating the company’s expansion into new market categories.

In response to the support they have received, Joshua Williams, the CEO and founder of Cartelux, said, “We are thrilled to have the support of TEN13 and QIC as we continue to grow Cartelux and drive it to new heights.

Moreover, Williams is optimistic about this partnership; he added that this will enable Cartelux to become a leading global SaaS business founded in Australia. The collaboration will not only lay the foundation for current success but also paves the way for subsequent funding opportunities in the future.

Stew Glynn, managing partner at TEN13 and recent board member of Cartelux, expresses excitement about the partnership, stating, “We look forward to supporting Cartelux in its mission to transform the adtech industry with innovative software solutions for brands and their franchisees.”

In a statement, Kristin Harder, global head of marketing and partnerships at Cartelux and former Audi global head of media, emphasizes the platform’s efficiency; she said the Cartelux platform streamlines the marketing processes, enabling brands to create professional, brand-compliant campaigns in just 60 seconds after onboarding.

With this recent investment, Cartelux is well-positioned to continue its growth trajectory and solidify its position as a significant player in the global adtech market.

Montreal, Canada – Global independent programmatic DOOH adtech Hivestack, has introduced a solution called the ‘Verified Impression Multiplier’ for digital out-of-home (DOOH) advertising in specific regions across the Asia-Pacific (APAC) region.

For media owners in APAC, Hivestack’s impression multiplier technique provides a turnkey, reliable solution that meets the region’s growing need for measurement consistency and uniform methodology. 

This technique, which is supported by Nielsen, enables media owners to calculate reach, frequency, and impressions accurately. It also generates interaction with key buy-side partners and gives advertisers reliable data to help them make decisions and gauge the impact of DOOH.

Hivestack’s distinctive proprietary technique combines anonymized mobile device data received from top telco carriers with circulation data from emerging market media owners, including traffic, dwell duration, and visibility assumptions, to enable real-time measurement of ad plays at the screen level.

As a result, an impression multiplier that complies with industry standards is created, enabling programmatic transactions to support media owners’ growth in sales, inventory management, and business development initiatives.

Troy Yang, managing director North Asia at Hivestack, said, “There has been one common challenge in outdoor advertising for many markets across APAC, the need for a credible and unified measurement for outdoor impressions across all media owners. As one of the world’s largest programmatic DOOH platforms, integrated across 12 APAC markets, we are proud to provide this important solution to all existing and new publishers integrated on our platform.”

He added, “Hivestack has a longstanding commitment to ensuring our inventory is of the highest standard and this is another offering that ensures the quality of supply remains top priority. This is a huge step forward for the industry as more DOOH buyers grow accustomed to impression-based buys in OOH.”

Chicago, USA – Global adtech company Affinity has announced the acquisition of Opinary, a German consumer engagement technology company. This marks the adtech’s objective of expanding its presence in the European market.

The acquisition adds a media touchpoint to Affinity’s portfolio of privacy-friendly advertising solutions for its existing advertisers and a new monetization and audience enrichment product for its publishers, across US, UK, EU, India and Asia. 

Additionally, the acquisition strengthens Affinity’s market presence in the EU through Opinary’s extensive network of brands and publishers. Opinary’s leadership team of Cornelius Frey, Pia Frey, Lothar Krause and Torben Brodt, and team of 26 in Germany will join Affinity’s team of 400 across India, US, UK, Indonesia, China, Malaysia and Brazil, taking the overall team strength to 430.

Lucas Roh, co-founder and chairman of Affinity, said, “We found the right DNA match with Opinary in terms of product, vision and team. This first acquisition is an exciting milestone for us, underscoring our commitment to driving smart and industry-leading solutions, and delivering exceptional value to our clients across the globe.”

Meanwhile, Cornelius Frey, CEO at Opinary, commented, “This collaboration strengthens our position in Europe and sets the stage for further growth and success internationally. We couldn’t be more excited about the opportunity to expand Opinary globally and enhance our portfolio in Europe through Affinity’s exceptionally smart suite of offerings.”

California – Global adtech company PubMatic has announced the launch of ‘Convert’, a unified self-service advertising platform for commerce media which allows commerce media networks to have a unified single self-service platform for transactions. 

Built on PubMatic’s global cloud infrastructure, Convert empowers commerce media networks with a single, self-service platform that streamlines the complex and fragmented commerce media marketplace by bringing together essential monetization and optimization capabilities across sponsored listings, CTV, video, and display ad formats.  

Convert also aims to ensure transparency in fee and pricing structures along with automation and scalability for commerce media networks and advertisers.

Industry brands, retailers, and advertisers such as IPG Mediabrands, dentsu, Lyft Media, MiQ, and Wallapop have joined PubMatic as initial partners in the development and announcement of Convert.

The new platform complements PubMatic’s existing commerce media capabilities offered via Connect, the omnichannel addressability solution launched in 2022 that enables data access and control on the sell-side, closer to the consumer.

Peter Barry, VP of addressability & commerce media at PubMatic, said, “Data access, monetization, and control are critical for commerce media networks and their advertisers, and PubMatic has a strong history of leadership and innovation in these areas. By making substantial investments in developing customised technology with Convert, we are confident in our ability to continue to drive increased value for our customers.”

London, United Kingdom – Global attention measurement and optimisation company Playground xyz has announced its actionable attention solution on YouTube as well as unveiling new insights on how advertisers can garner the most attention for their Youtube ad campaigns.

Through this new solution, Playground xyz ‘Attention Intelligence Solution’ (AIP) reviewed YouTube Impressions for Attention Time, AIP’s metric which evaluates ads for the length of time in seconds an ad is actually looked at.

Trained and verified by real eye-tracking data from an opt-in panel, it supercharges that data via advanced AI models to measure attention at scale. AIP’s YouTube attention measurement takes that capability and applies it to live YouTube campaigns, analysing each individual DV360/CM360 record to score attention time across the campaign.

Rob Hall, CEO at Playground xyz, said, “Optimisation is the key to driving attention and campaign effectiveness. With actionable attention insights, brands are able to pinpoint factors that are detracting from campaign success and quickly understand how to coarse-correct.”

He added, “Advertising is a huge opportunity on Youtube and we are excited to help brands learn more about their campaigns in order to drive attention and connection with audiences. There is a lot to learn about attention within social environments and that starts with technology that can adapt to the unique consumer behaviors within each platform and help advertisers easily optimize each campaign to be where attention is highest. Our attention offering on YouTube is just the beginning of more exciting social capabilities to come.”

Singapore – PubMatic has partnered with on-demand video streaming service iQIYI through the integration of PubMatic’s OpenWrap over the top (OTT) service.

The partnership has been motivated by premium OTT streaming services’ increasing adoption of programmatic strategies. This has allowed them to optimize revenue and improve the overall advertising experience for viewers. Hence, it gained PubMatic’s OpenWrap OTT popularity.

A key feature of OpenWrap OTT and PubMatic’s unified auction solution for OTT and CTV publishers is the expanded advertiser reach, increased revenue, and improved experiences for viewers.

Meanwhile, Frankie Fu, VP of international at iQIYI, expressed excitement about the impressive outcomes of implementing OpenWrap OTT, stating, “We are thrilled with the results we’ve achieved since integrating OpenWrap OTT. We observed an immediate uplift in bid requests and overall programmatic revenue. The PubMatic team collaborated closely with our Southeast Asia and China teams to identify the most effective monetization setup for our platform, ensuring a quick and efficient implementation.”

John Martin, senior director, OpenWrap, at PubMatic, also shared that they have been supportive of iQIYI’s exploration of the programmatic landscape over the years and that they are thrilled to assist them in their role as a flourishing global streaming platform, driving revenue growth through unified programmatic auctions.

The PubMatic and iQIYI International partnership, integrating OpenWrap OTT, marks a significant milestone in advancing programmatic technology for OTT streaming. This collaboration unlocks opportunities for revenue growth, expanded advertiser reach, and an enhanced viewer experience on iQIYI’s global platform.

Singapore – Integral Ad Science (IAS) has introduced brand safety and suitability measurement to its total media quality for Google Video Partners (GVP) offering.

This development allows advertisers to confidently display their video ads on publisher websites and mobile apps outside of YouTube.

IAS will provide transparency at the app and URL levels, delivering valuable third-party affirmation that video ads running on GVP are displayed alongside brand-safe and suitable content.

In a statement, IAS Chief Commercial Officer Yannis Dosios emphasised the importance of brand safety and suitability measurement in helping marketers protect their brands and optimize their campaign investments.

Meanwhile, Marvin Renaud, director of global video solutions at Google, expressed his excitement about expanding their partnership with IAS which will offer advertisers additional reassurance regarding the placement of google video partners’ ads on content that aligns with their brand safety standards.

The integration of IAS’s brand safety and suitability measurement with GVP will give advertisers greater control and confidence in video ad placements, leading to more effective campaigns across diverse publisher websites and mobile apps.

Singapore – Tyroo, an adtech business with headquarters in Asia, has announced a global partnership with Pinterest, a visual inspiration platform, to enable advertisers to interact with audiences on Pinterest.

Starting this July, Tyroo will give opportunities to advertisers in nations where Pinterest does not yet provide ad services, allowing them to display their advertising on the platform in various countries across the world where Pinterest does provide ad services.

Pinterest is an opportunity for marketers to be found during these planning periods and connect with consumers actively researching businesses to influence their purchasing decisions. Advertisers may reach their target audience and lead them from discovery to decision-making in an online environment by utilising the Pinterest platform.

The Tyroo platform is used in this partnership to provide account management, specific practices and education, finance management, and streamlined processes that are beneficial to both brands and agencies. This partnership enables brands based in Asia to reach Pinterest users across North America, EMEA, LatAm, and APAC.

Bill Watkins, chief revenue officer of Pinterest, said, “Pinterest uniquely connects advertisers with consumers across the funnel who come to the platform with intent and when they’re most open to discovering brands. We’re excited to partner with Tyroo to empower advertisers in countries where we’re not serving ads to reach the highly engaged audience on Pinterest in countries where we do.We will ultimately have the opportunity to deliver more compelling brand content for our users to take action on.”

Meanwhile, Siddharth Puri, CEO of Tyroo Technologies, said, “With Tyroo’s specialised arm for commerce-based advertising, our partnership with Pinterest will benefit leading brands,across a range of consumer categories, and agencies. Pinterest is a unique platform where the audience comes with high commercial intent – ads on Pinterest are not only useful, they’re additive to the user’s experience.

Puri added, “Through this partnership, we will continue to strengthen our mission to enable brands and agencies in APAC to become successful and scale through world class advertising solutions, technology innovations and other value added support. We’re looking forward to helping our existing and potential network of brands and agencies build and scale their reach on Pinterest.”

Australia – Attention measurement and optimisation platform Playground xyz has announced a partnership with global adtech PubMatic. Said partnership aims to allow advertisers to create bespoke, high-attention marketplaces within the sell-side platform.

Playground xyz’s attention intelligence platform (AIP) technology fuses eye tracking panel data with an advanced AI to optimise ‘Attention Time’ which displays how long in seconds an ad is actually looked at across both creative and media in real time. 

“Advertisers are starting to harness the power of measuring and optimizing their campaigns on a quality metric like attention, rather than proxy metrics like viewability. Making this revolutionary metric accessible to customers is a key step to adoption and we are excited to partner with PubMatic, one of the world’s leading ad tech companies, to provide this scalable solution to their clients, ” said Rob Hall, CEO of Playground xyz. 

With the new features, PubMatic’s clients will now be able to bolster their campaigns and adjust ad spend towards the inventory that is securing the highest levels of attention.

 Peter Barry, Vice President of Addressability and Commerce Media for PubMatic says that they see the growing demand for attention-based solutions and are excited to offer Playground xyz’s marketplaces within Pubmatic.   

“Integrating AIP’s Attention Time capabilities is an exciting step forward in allowing the world’s biggest brands to take action on attention,” he added. 

Singapore – Adtech platform Tyroo has announced the expansion of its advertising services to emerging markets in the Asia-Pacific region, namely Bangladesh, Cambodia, Myanmar, Laos and Nepal. According to the company, said markets provide an opportunity ground for Tyroo to strengthen their existing presence.

By entering these territories, the company aims to offer its array of technology solutions to local businesses, fuelling their growth and fostering success. In addition, Tyroo is actively seeking seasoned entrepreneurs to join the firm, recognising the value of their expertise in driving innovation and expansion. 

Furthermore, Tyroo is exploring strategic partnership opportunities to enhance its offerings and further solidify its position in these emerging markets. This strategic move aligns with Tyroo’s vision of expanding its Asian footprint and positioning itself as the preferred partner for organisations entering the APAC region.

Nitesh Gupta, chief financial officer of Tyroo, said, “By venturing into these pivotal markets, our goal is to deliver state-of-the-art advertising solutions to businesses in these regions. We are committed to enabling organisations, from small businesses to corporations, to effectively engage with their target audiences and drive business growth.”

He added, “As part of this commitment, we will continue our search for experienced entrepreneurs in these markets, recognising the invaluable contributions they bring to the table. Leveraging our expertise, we will guide brands and agencies in harnessing advanced targeting capabilities, tailored advertising solutions, and optimised media investments to unlock greater success.”

Gupta further emphasised that the decision to fortify their presence in these markets stems from the promising developments in digital advertising within these countries, combined with the need to expand the global reach of businesses and agencies based there.