Tag: adtech

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.

Sydney, Australia – Adaptive streaming tech platform SeenThis and demand-side platform (DSP) Adform have announced a partnership as they continue to strive to minimise carbon emissions from the digital supply chain while improving and modernizing the online ecosystem.

The partnership will help to drive further carbon emissions savings capabilities in the market, with SeenThis’ adaptive streaming technology reducing data transfer on ad campaigns when compared to conventional technology – helping brands and agencies not only to reduce the environmental cost of their digital campaigns but also making their ads load faster and ensuring higher performance. 

In addition, Adform and SeenThis collaborate with Scope3 in their joint mission to help to devise best-in-industry approaches to enabling the reduction and measurement of carbon emissions when delivering display advertising. 

Now working in partnership, SeenThis and Adform will offer high-quality user experience and improved outcomes for more brands while achieving a measurably lower data footprint in campaigns when compared to conventional delivery methods.

Steve Alpe, partnerships director for ANZ at SeenThis, said, “Adform has already shown itself to be a pioneer in sustainability and will now aim even higher by leveraging our technology, which streams ads in bite-sized pieces, only when in-view – thereby significantly reducing data wastage and associated carbon emissions, when compared to conventional download technology.” 

He added, “Increasingly, brands are seeking to reduce negative impact on the environment through their media partners and choices. Fortunately, through the use of our groundbreaking technology, we are able to drive performance efficiencies and minimize emissions.”

Meanwhile, Naveen Angaru, head of customer success for APAC at Adform, commented, “We are producing great synergies as we continue on our shared mission of creating a more environmentally friendly marketplace. Increasingly, clients are choosing more sustainable publishers through the Adform DSP and, with SeenThis technology, we can help to drive less wasteful advertising.”

Singapore – Digital media measurement software platform DoubleVerify and cloud-based software for AI-powered digital marketing Scibids has announced the launch of ‘DV Algorithmic Optimizer’, an AI-powered attention solution for advertisers.

The combination of DoubleVerify’s proprietary attention signals and Scibids’ AI-powered ad decisioning enables advertisers to identify the best-performing inventory that maximises business outcomes and advertising ROI.

‘DV Algorithmic Optimizer’ combines DoubleVerify’s media quality and attention data with Scibids’ AI technology to generate optimisation algorithms customized to drive advertiser KPIs. With this, global advertisers are able to combine end-to-end granular measurement and optimisation at scale.

Daniel Slotwiner, SVP of attention at DoubleVerify, said, “The DV Algorithmic Optimizer is a significant advancement for advertisers seeking to maximize the impact of their campaigns through a focus on attention.”

He added, “By harnessing DoubleVerify’s attention measurement alongside Scibids’ AI, we are providing brands with the critical tools they need to serve ads on top-performing inventory while preserving scale and maximizing efficiency.”

Leveraging DSP impression-level data feeds first-party data and measurement data provided by the brands or their agencies, Scibids AI dynamically generates custom bidding algorithms aligned with client KPIs and desired outcomes.

Meanwhile, Remi Lemonnier, CEO & co-founder of Scibids, commented, “With its massive scale and near-real time data, digital marketing is the ideal environment for the deployment of machine learning.”

He added, “The combination of Scibids AI’s capabilities and DV’s expertise in attention measurement brings valuable new data critical to driving business results for advertisers across channels. Our partnership lets us offer mutual advertisers cutting-edge solutions that precisely and efficiently align campaign delivery with business goals through enhanced attention metrics.”

Singapore – Global adtech PubMatic and technology company SQREEM have announced a partnership to deliver AI-powered insights to advertisers programmatically through PubMatic’s Connect.

Connect is PubMatic’s audience solution, which allows advertisers to engage audiences through privacy-compliant solutions that perform — without relying on third-party cookies or outdated strategies.

SQREEM’s AI-powered analytics platform provides advertisers with unparalleled insights into consumer behaviour, allowing them to create highly targeted advertising campaigns that deliver better ROI and improved customer engagement. 

Moreover, SQREEM enables clients to map highly granular activities inside their target markets and convert those insights into targetable media segments. The outcome leads to significantly heightened media ROIs, impact on sales, market share, and other business objectives.

Brandon Lee, director of addressability for APAC at PubMatic, said, “We are delighted to partner with SQREEM to provide our customers with access to cutting-edge data insights. SQREEM’s AI-powered analytics platform can enhance advertisers’ ability to create highly targeted campaigns that deliver better results and improved customer engagement.”

Meanwhile, Ian Chapman-Banks, CEO of SQREEM, commented, “At SQREEM, we are committed to providing our customers with the most advanced data insights possible. We are excited to partner with PubMatic to make our data available through PubMatic’s Connect, providing advertisers with the tools they need to succeed in today’s highly competitive advertising landscape.”

Singapore – Commerce media firm Criteo has announced ‘Commerce Grid’, a supply-side platform (SSP) intended particularly for publishers and agencies looking for programmatic integration of media and commerce.

Leveraging Criteo’s innovative AI technology, which analyses real-time commerce signals, advertisers can target potential buyers across multiple channels, devices, and periods of their purchasing journey by integrating these audiences with a premium inventory. Furthermore, publishers can benefit from Criteo features like shoppable formats and commerce insights.

Brian Gleason, chief revenue officer at Criteo said, “Commerce Grid is another milestone in our transformational roadmap, enabling our existing and future clients to engage in the massive commerce media opportunity. While publishers recognize the opportunity, they’ve also struggled to find a clear path on how to access commerce budgets and buyers.”

He added, “With Commerce Grid, we’re able to connect them directly to commerce demand and opportunities, while giving agencies and brands the flexibility to access desired commerce segments, coupled with premium supply, through their preferred demand platforms.” 

Omnicom Media Group (OMG), the media services division of Omnicom Group, served as the exclusive agency partner for said launch.

Megan Pagliuca, chief activation officer at OMG, commented, “Commerce Grid marks a significant step forward for the industry by enabling both flexibility and performance. This gives us a new opportunity to find and reach the right audiences by leveraging existing buying systems and workflows to deliver superior commerce outcomes for our clients.”

Singapore – Yahoo has recently announced its new offering “Yahoo Backstage” which will provide Yahoo DSP advertisers with a direct path to curated, premium publisher inventory. The move also supports transparency and supply path optimisation (SPO), while maximising media spend and ROI for advertisers.

In addition to Yahoo-owned and operated properties, over 100 publishers have signed on to ‘Yahoo Backstage’, including A+E Networks, Dotdash Meredith, Newsweek, Raptive, and The Arena Group.

The new offering enables publishers to integrate directly with the Yahoo DSP, enhancing scale and increasing win rates on valuable and trusted inventory, which results in a greater share of working media dollars to publishers and improved performance for advertisers. 

Moreover, ‘Yahoo Backstage’ supply will be fully transparent to Yahoo DSP customers and offered alongside continued access to the industry’s top Exchanges, giving advertisers the control to make their own buying choices. 

In addition to the benefits for advertisers, this new offering will present significant value to Yahoo Advertising’s publisher partners. Publishers will gain direct access to quality demand through a streamlined pipeline, enhancing their existing buying paths. Publishers will also receive dedicated support from Yahoo Advertising’s experienced team, ensuring their business needs are managed.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “We are laser-focused on meeting the evolving industry need, and are excited to offer advertisers a direct line to our premium publisher partners. With trusted publisher relationships and Yahoo’s owned and operated content, we are best positioned to provide advertisers with the most unobstructed supply path, ensuring they achieve the greatest possible results.”

Singapore – Integral Ad Science (IAS) has announced the release of ‘Quality Attention’, its post-bid measurement product, in Singapore Through this product, marketers can achieve impact from their promotional efforts by utilising it, giving them access to IAS’s database of more than 280 billion daily digital interactions and thorough attention research.

IAS developed an approach that utilises attention as an indicator for assessing a commercial’s allure to consumers and its potential for delivering outcomes like sales, conversions, and brand impact. Viewability, ad density, and user interaction are some of the signals from IAS’s main products that are incorporated into ‘Quality Attention’. For it to promote decisive outcomes, these signals are weighted to create a comprehensive attention score and three sub-scores for visibility, situation, and interaction. 

It can also predict whether an impression is likely to attract attention and produce excellent advertising results through analysing four key media signals. 

By utilising these signals with the IAS scoring system, marketers are able to acquire useful insights into attention metrics, identify interesting possibilities to improve messaging executions during creative development, and assess how well programmatic partners are doing at gaining more attention. 

IAS is also working with partners in the market, such as Lumen, to improve the assessment of effective attention.

Yannis Dosios, chief commercial officer at Integral Ad Science, said, “Harnessing attention is pivotal to executing a successful advertising campaign. But not all attention products are created equal. IAS has created a research-backed model on attention based on outcomes and three key media signals, including visibility, situation, and interaction that can predict if an impression is likely to lead to attention and results. We have developed a comprehensive attention product based on data, research, and testing, designed to deliver meaningful results for marketers.”

California, USA – Adtech company PubMatic has announced a suite of enhancements to its CTV platform, providing publishers with market-leading technology innovation and unique brand demand whilst enabling buyers to achieve campaign performance across premium streaming inventory.

The company processes well over 1 trillion CTV impressions per month from a rapidly growing roster of CTV and OTT publishers and has announced new and expanded partnerships with premium streaming brands including AMC Networks, FOX, iQIYI, ABS-CBN, and TrueID.

PubMatic works with six of the top seven global smart TV providers that have ad-supported streaming services, four of the top eight major addressable broadcast video on demand (BVOD) streaming platforms in the U.S., and five of the top eight free ad-supported TV streamers in the U.S. The company monetizes inventory for the top five addressable BVOD platforms in both Australia and Japan, two of the Asia-Pacific region’s largest CTV markets.

The accelerated pace of PubMatic’s new business growth in CTV coincides with the launch of a range of product and feature enhancements that provide innovation-driven advantages to buyers and publishers:

  • Viewer Experience Tools: Advanced ad-podding capabilities offer sophisticated competitive separation, frequency, and ad deduplication management to deliver a seamless experience for viewers and greater value for advertisers.
  • Publisher Controls: PubMatic’s new creative approval tool enables publishers to pre-approve ads prior to programmatic auctions.
  • Content Signals: A slate of enhancements related to oRTB 2.6 standards support richer content signals to bring CTV sales more in line with linear TV.
  • Audience Addressability: PubMatic’s integration with LiveRamp’s RampID maximizes audience reach, enabling privacy-centric addressability in CTV. PubMatic’s support of exposure logs means every single RampID impression is also 100% measurable.
  • Measurability: Through an expanded partnership, PubMatic customers can leverage Comscore Campaign Ratings (CCR) to evaluate the efficacy of media investments with high confidence across TV, CTV, desktop, and mobile.

The enhancements to PubMatic’s CTV platform for publishers come on the heels of the company’s recent launch of Activate. The new end-to-end supply path optimization solution brings the power of programmatic to automate the Direct IO process. 

“Our relentless innovation and exclusive demand partnerships make PubMatic the preferred monetization partner for premium CTV publishers,” said Nicole Scaglione, VP of CTV and OTT at PubMatic. “We have had tremendous interest in our publisher and advertiser solutions and new products like our recently launched SPO product Activate. Our customers are key stakeholders in our innovation roadmap and this has put us in prime position to win the programmatic future together.”

Sydney, Australia – Azerion, a digital entertainment and media platform, has teamed up with SeenThis, a company specializing in adaptive streaming, to transform the way campaigns are delivered in Australia and New Zealand while reducing emissions significantly.

With its fusion of creativity and technology, Azerion ANZ provides clients with a wide range of solutions, including high-impact rich media, in-game advertising, and tailored performance plans. 

Elizabeth Grant, operations and partnerships director at Azerion, explains, “In this climate, it is more important than ever for advertisers to work with trusted partners and to deliver competitive outcomes, maximizing revenue through effective use of media and technology. Through this partnership and SeenThis’ innovative and ground-breaking technology, we are thrilled to put sustainability at the forefront of digital campaigns.” 

Grant added, “Adaptive streaming lends itself perfectly to our multi-channel product suite and we look forward to delivering streamlined campaigns across a number of channels and formats while driving performance for a range of climate-conscious brands and agencies.”

For advertisers who place a high priority on environmental sustainability, the alliance offers the optimal answer, according to both companies.

Meanwhile, Steve Alpe, partnerships director for ANZ at SeenThis, commented, “We are delighted to partner with Azerion to drive more sustainable advertising at scale in these important markets. Our unique technology, with its data-efficiency capabilities, enables the reduction of our clients’ data transfer from creative delivery – which would reduce the energy consumption of the internet and, in turn, drive lower carbon emissions. 

He added, Beyond this, while minimising unnecessary data in digital advertising, we also deliver an enhanced user experience and performance gains – with instant load times and high quality creatives.”