Tag: Advertising

New York, USA – Getty Images has announced an integration with TikTok to meet the diverse creative needs of marketers and advertisers. The integration allows advertisers and businesses direct access to Getty Images’ vast library of creative imagery and video content through TikTok’s AI-powered video generation tool, Symphony Creative Studio.

By integrating Getty Images’ premium creative content directly into TikTok’s Symphony Creative Studio, users can effortlessly craft TikTok-first ads and organic content that feels native to the platform and increases performance.

The integration with Getty Images is part of a wider expansion of TikTok’s tools, including Symphony Creative Studio, which aims to support advertisers and content creators with capabilities to make the TikTok creative production process easier and more efficient, bridging the gap between ideation and production.

With Getty Images’ unparalleled creative library at their fingertips, TikTok advertisers can push creative boundaries and deliver content that captivates and inspires, enhancing the overall impact of their advertising campaigns. As a result, businesses can achieve greater visibility, foster deeper connections with viewers, and ultimately drive higher conversion rates.

Peter Orlowsky, SVP of global strategic partnerships at Getty Images, said, “With the surge in demand for authentic storytelling in advertising, the need for captivating, high-quality content to convey these stories effectively to audiences has never been greater. At Getty Images, we take pride in empowering advertisers to streamline their creative processes.”

He added, “This collaboration offers seamless integration into TikTok’s Symphony Creative Studio, giving brands and businesses direct access to our vast library of millions of premium images and videos, ensuring they can create powerful, engaging TikTok-first content with ease.”

Andy Yang, head of monetization creative product at TikTok, commented, “At TikTok, we aim to empower advertisers and help them connect with their communities with the power of generative AI. Partnering with Getty Images unlocks a new avenue for marketers to scale their content and drive performance with commercially safe content globally. We are continuously building creative solutions that spark joy, imagination and action.”

United States – TikTok has announced that it is making its ‘Symphony Creative Studio’ tool available to all advertisers. Said tool is an AI-powered video-generation tool that can generate a video in minutes from minimal user input. 

With ‘Symphony Creative Studio,’ advertisers can turn their product information or URL into a video, add a digital avatar to narrate their video script, or localise existing videos into new languages using translation and dubbing capabilities.

Part of TikTok’s Symphony creative AI suite, ‘Symphony Creative Studio’ aims to support advertisers and content creators with free tools to make the creative production process easier and more efficient, bridging the gap between ideation and production.

TikTok’s Symphony Creative Studio introduces a range of powerful features to simplify and enhance ad creation. The Generate & Remix Videos tool allows marketers to turn product details or URLs into engaging TikTok-ready videos in minutes, drawing inspiration from top-performing content.

Meanwhile, the studio’s Avatar Videos feature uses AI-driven avatars to personalize content, offering diverse options in terms of gestures, languages, and demographics. For businesses targeting international audiences, the Translate & Dub Videos tool provides seamless language translation and dubbing, ensuring wider accessibility.

Lastly, the studio also includes a Video Editor that optimises existing content with TikTok-style elements such as captions, stickers, and transitions, ensuring alignment with platform trends. To streamline content creation further, Your Daily Video Generations delivers daily, auto-generated videos customized to a brand’s needs, leveraging insights from TikTok’s top-performing content and past activity.

All content created through Symphony Creative Studio is transparently labeled as “AI-generated,” reflecting TikTok’s commitment to innovation, efficiency, and ethical AI practices.

Singapore – Haleon has chosen Vistar Media as its preferred partner for programmatic OOH across all key markets. Through this partnership, Vistar will collaborate with Publicis, Haleon’s media agency, to power OOH campaigns worldwide—leveraging Vistar’s advanced technology to maximise impact and media efficiency.

Haleon’s decision to select Vistar as their preferred partner underscores the strategic importance of DOOH in their media strategy. By leveraging Vistar’s industry-leading demand-side platform (DSP), Haleon can execute data-driven, highly personalised DOOH campaigns at scale, ensuring their commitment to quality, transparency and sustainability is reflected in every market. 

This partnership marks a significant milestone in Haleon’s continued investment in premium, impactful media channels.

This collaboration reflects Haleon’s ongoing efforts to ensure greater control over its media investments, aligning with its quality media initiative. Vistar’s programmatic OOH capabilities, combined with Publicis’ global success, enable Haleon to deliver impactful campaigns while maintaining its sustainability goals. With OOH recognised as one of the most carbon-efficient media channels, this partnership supports Haleon’s drive to reduce the environmental footprint of its advertising efforts.

This partnership also allows Haleon to elevate their global media presence, ensuring their brands connect with consumers across a dynamic and premium OOH environment, powered by Vistar Media’s programmatic capabilities.

Brook Minto, global investment director of marketing edge at Haleon, said, “Haleon is always seeking the best ways to connect with consumers while staying true to our sustainability mission. Partnering with Vistar Media lets us push boundaries in digital out-of-home advertising, combining innovation with purpose. Their expertise and cutting-edge technology empower us to elevate the quality of our media investments globally, in a way that truly aligns with our values.”

Meanwhile, Ben Baker, managing director for APAC at Vistar Media, commented, “We’re incredibly proud to be selected as Haleon’s global partner for programmatic OOH. It’s exciting to see this partnership amplify the impact of iconic brands like Panadol and Voltaren, both essentials in our lives. At Vistar, we’re all about leveraging technology to connect brands with people in meaningful ways, at the right moment and in the right place. Working alongside Haleon and Publicis, we’re ready to deliver campaigns that are not only innovative but also resonate deeply with consumers across Southeast Asia and the globe.”

New York, USA – Nexxen has announced the launch of ‘Deal Marketplace,’ the company’s latest feature within its demand-side platform, Nexxen DSP. With a centralized interface, Deal Marketplace is built to enable advertisers to better discover, visualise and activate preferred deals across connected TV (CTV), online video (OLV) and display, reducing overall time spent planning and executing campaigns.

The marketplace was designed to improve efficiency while also empowering advertisers to make data-backed decisions. Through Nexxen’s Deal Marketplace, advertisers gain transparency into a wide range of premium supply inventory, leveraging advanced audience-targeting capabilities.

These deals include TV Audiences – custom audience segments accessible via Nexxen’s proprietary TV intelligence solution, which combines both linear and streaming viewership data – as well as content-level targeting and first-to-market CTV high-attention and green media options. 

‘Deal Marketplace’ also offers inventory through contextually curated private marketplace (PMP) deals, crafted using a blend of content and audience-layered data.

David Roman, senior vice president at Nexxen DSP, said, “Deal Marketplace is a further example of Nexxen’s commitment to addressing key industry challenges in premium video and streaming. Through Deal Marketplace, we are reducing the time it takes buyers to discover and activate high-quality deals, so they can get back to what matters. Alongside the streamlined system, Deal Marketplace offers flexible technology, unique packages and differentiated targeting solutions and data sources.”

Singapore – Teads has introduced its new Contextual Commerce solution powered by Dynamic Product Ads (DPA), making the company one of the largest DPA open internet platforms. 

As personalised shopping demand grows, this innovation — currently in beta with plans to scale in early 2025— enhances shopper relevance by tailoring ads based on factors like price, stock, and delivery options within premium, contextually relevant environments.

Teads’ Contextual Commerce formats connect consumers with relevant products at key moments, delivering native ads that align with shopper behavior and context. This results in measurable business outcomes, driving core performance metrics like CTR, CPC, CPVisit, CPA, and ROAS across trusted editorial content.

Designed for sectors like fashion, electronics, and home goods, the solution is set to expand in 2025 to other industries. Fpr this solution, Teads has tapped Adidas as it first partner to leverage this solution with more than a dozen brands across multiple verticals from retail and technology to beauty and luxury in the queue to leverage during the busy shopping season ahead.

With the implementation of DPA, brands can upload or connect their product feed to Teads Ad Manager (TAM), enabling the curation of product sets based on top-selling items, popular categories, or custom criteria. The ads are automatically updated with real-time product data, including pricing, availability, and discounts, ensuring maximum relevance for always-on campaigns. With a few clicks, clients can launch campaigns using Teads’ Single Product ad format, seamlessly aligning with their campaign objectives and targeting strategies.

Jeremy Arditi, co-CEO of Teads, said, “Teads Contextual Commerce offers our growing Retail and Commerce brands an opportunity to deliver real-time, contextually relevant ads in premium environments while balancing performance with brand experience.”

United Kingdom – Global consumer healthcare company Haleon has developed an AI-powered tool aimed at improving inclusivity and representation across its digital advertising content.

According to Haleon, its ‘Health Inclusivity Screener’ is the only data driven tool of its kind to analyse digital advertising content for both readability and inclusivity metrics. 

The tool assesses creative content for the criterias health literacy (how easy it is for consumers to understand and interpret Haleon’s healthcare messaging), accessibility (how accessible Haleon’s advertising is for people who have visual or hearing impairments), and representation (to allow Haleon to understand whether its casting choices are representative of all consumers).

Moreover, Haleon will use the new tool to enhance its digital advertising through greater accessibility, simpler messaging and content which better represents the diverse range of consumers it serves globally. 

It will also drive improved brand performance and ROI through campaigns which resonate more strongly with consumers, including those who are more vulnerable to exclusion – while supporting Haleon’s ambition to achieve greater health inclusivity for all.

Working with its Panadol pain relief brand, Haleon has piloted the tool in nine markets, including Australia, Colombia, Egypt, Malaysia, Saudia Arabia, South Africa, Sweden, UAE and UK. The company intends to extend the tool to other markets and global brands over time, allowing it to deliver more inclusive advertising at scale.

For this tool, Haleon has tapped CreativeX, a technology company that helps brands power their creative decisions with data. By using AI and machinelearning, CreativeX can extract creative data from individual assets, assessing the age, gender, skintone, and situation of individual characters. 

This data is combined with an AI application and analysed to provide data on message comprehension. All components are combined to create a user-friendly health inclusivity performance dashboard.

Tamara Rogers, chief marketing officer at Haleon, said, “While many brands have taken positive steps in inclusive advertising, we see a huge opportunity for Haleon to set the standard in the consumer health sector. We’ve already taken action to improve the accessibility of all our marketing assets, but we know that we can go further.”

She added, “Message comprehension has a key role to play in improving the performance of our campaigns and building greater health literacy, helping people take better care of their everyday health. This tool is truly unique in measuring this alongside other inclusivity metrics, allowing us to enhance our advertising to make sure it’s seen, heard, and understood by all consumers.”

Meanwhile, Anastasia Leng, founder and CEO at CreativeX, commented, “The launch of Haleon’s Health Inclusivity Screener sets a new standard for how brands can systematically improve inclusivity in their creative work through always-on measurement. This ushers in a new era for creative data, demonstrating its ability to help brands not only lift the floor of creative quality but raise the ceiling to creative excellence. Thank you to Haleon for being brave and curious enough to continuously push the boundaries of how data can enhance creative execution and effectiveness.”

United States – Spotify has been reported to launch its own ad exchange, known internally as Spotify Ad Exchange or SAX, as first reported by Axios. For this, the popular audio streaming service has tapped The Trade Desk as its first demand-side platform (DSP) partner.

According to media reports, this ad exchange will allow Spotify to capture more ad revenue from small and medium-sized businesses and make it easier for existing clients, including big brands, to spend more efficiently with the platform.

It will also allow Spotify to compete against bigger platforms like Meta and Google for ad dollars.

Moreover, it has been reported that Spotify began testing its SSP plugin with The Trade Desk last week. For now, the partnership is focused on connecting The Trade Desk’s North American advertising clients to Spotify’s video ad inventory. Audio ad inventory will soon follow.

A Spotify spokesperson has confirmed it was testing its new SSP with The Trade Desk, stating, “We routinely conduct pilots before launching products for our users, creators and advertisers.”

Meanwhile, a spokesperson for The Trade Desk commented, “We are excited to extend our partnership with Spotify on this pilot to help advertisers have direct access to high-quality inventory with as much signal and transparency as possible.”

New York, USA – Magnite and Disney have announced a two-year deal extension. As the relationship grows into its sixth year, Magnite continues to be Disney’s preferred supply-side technology partner. Disney leverages Magnite’s technology to monetise its ad-supported inventory across the company’s entire portfolio. Magnite facilitates transactions for all more than 30 DSPs that Disney works with.

With the expanded relationship, Disney will also leverage Magnite to, execute one-to-one deals with key buyers through Magnite’s ClearLine offering; monetise College Football games on live streams on ESPN; support LATAM expansion in Brazil, Chile, Colombia, Mexico, Peru, and Argentina; and offer podcast inventory via PMPs, including ESPN and ABC News podcasts.

Sean Buckley, chief revenue officer at Magnite, said, “We appreciate Disney’s confidence in our long-standing relationship and look forward to working with their team to deliver exceptional advertising experiences across every consumer touchpoint.”

He added, “In addition to our role in enabling Disney’s programmatic transactions, we’re actively innovating in new areas like live streaming to bring added value to our partnership.”

Meanwhile, Jamie Power, SVP of addressable sales at Disney, commented, “Disney is committed to driving automation and executional ease for our clients. With all our streaming inventory available programmatically, Magnite remains a key technology partner supporting Disney’s advertising business.”

He added, “Magnite plays a critical role in allowing buyers to access Disney’s inventory by connecting to more than 30 demand-side platforms in the US and starting to expand globally. In this rapidly evolving marketplace, Magnite consistently scales its capabilities to meet client needs, helping us stay ahead of emerging market trends.”

Sydney, Australia – Kargo has announced a new partnership with Samba TV which will enable advertisers to target, measure and optimise reach and frequency across mobile and connected TV (CTV) environments with greater precision.

This collaboration builds upon Kargo’s recent launch of its CTV advertising solutions in April, developed in partnership with Fetch TV. The integration of Fetch TV’s subscriber and set-top box data with Kargo’s advanced contextual targeting capabilities has already positioned Kargo as a frontrunner in delivering impactful advertising experiences. 

Now, with the integration of Samba TV’s automatic content recognition (ACR) data from globally opted-in televisions, Kargo further solidifies its leadership in audience engagement on the largest screen in the home.

The new solution will leverage Samba TV’s first-party viewership data, which is analysed at a granular postcode level to give advertisers an in-depth understanding of ad performance for more effective planning and targeting across all major programmatic platforms. 

Kargo will also combine its creative and targeting capabilities with Samba TV’s omniscreen measurement to unlock deduplicated incremental reach on top of digital campaigns.

Cam Dinnie, operations director at Kargo APAC, said, “Not only do Kargo’s creative formats captivate audiences, but they consistently outperform traditional media. Now we have created an even more powerful CTV advertising solution by integrating Samba TV’s robust data and measurement. This approach gives our advertisers an even more efficient and effective method to plan, activate, and measure their omni channel campaigns.”

Meanwhile, Yasmin Sanders, managing director for Australia at Samba TV, commented, “This partnership is about giving advertisers the most straightforward and effective approach to enhance their connections with audiences while also gaining a better understanding of their incremental reach. We’re excited to combine our technologies to give Kargo’s advertisers a smarter way to inform their omnichannel planning strategies and access more levers to optimise performance.”

With browsers prioritising user privacy, marketers must pursue other methods of targeting and measuring campaigns. Reality has forced them to seek alternatives to adapt to a digital world becoming less and less dependent on third-party cookies..

But even as the global reliance on cookies decreases, some people still find it difficult to envision a practical and effective future without them. 

In MARKETECH APAC’s latest What’s NEXT in Marketing interview with Amit Kotecha, Quantcast’s chief marketing officer, he specifies how the industry can thrive in the inevitable cookieless future without compromising results. 

Impact of data privacy regulations

Due to data privacy issues, more web users have opted to browse in environments that have ceased using third-party cookies. As such advertisers who have benefitted from third-party cookie measurement tactics in their campaigns have had to adapt. 

“I’d say that it’s impacting everything today already. So, as much as we tune in on what Google is going to do with Chrome, half of the internet is currently cookie-less today. Since Safari made a change to their browser in 2018, cookie deprecation has been happening across the whole world in every market. According to our data, in most markets it’s over 50%,” Amit said.

According to him, even the percentage of people who have cookies will only keep them for less than a week. 

“So there’s this constant refreshing of cookies that are unreliable now for any type of targeting or measurement. That is the reality today,” he added.

Adopting alternative measurement tools

The notion of shifting to other measurement tools is that advertisers need to compromise with less efficient and effective means. With emerging technologies however, this does not have to be the case. 

“When it comes to measurement, a lot of it is about education. A lot of this is new. And so you’re moving away from a certain way of doing things and moving to a new process. Yet the measurement itself should not change, I don’t think. The actual outcome you’re driving to shouldn’t be different, whether it’s toward a sale, or sign-up or whatever it is that you’re trying to deliver,” Amit said.

Concerns over the practical use of alternative measuring tools are not unfounded. According to Amit, there are also levels of complication when dealing with cookieless campaigns. Using artificial intelligence is one way to solve this problem, at least after testing out what works over time.

“The way I look at it is that there used to be a direct line between an ad that you deliver, an impression and a conversion. And that connection was always a cookie. You know that you delivered an ad via a device or a browser to this person, and then they saw that ad, before they converted. Now that connection is severed–it’s no longer there anymore. But that impression still happened and that conversion still happened,” he explained.

“In order to understand the link in the customer journey, you have to connect the dots, and Artificial Intelligence (AI) is the best solution for this because it can start to make predictions. The more conversions and impressions an AI engine sees, the better it gets at making predictions on web users and how they convert on an advertiser’s website. A lot of this is about testing and education, but it’s also about running more and more campaigns using this type of measurement,” he added.

Amit specifies that advertisers can start using modelled or enhanced conversions, which provide conversion tracking despite cookie limitations. Additionally, they can use conversion APIs, which gather data from a customer or advertisers directly.

“I don’t think we’ll be talking about cookies moving forward. I think the future will be about modelled conversions and modelled insights, and those will just be the norm moving forward. We’ve got some ways to go before we get there, but the fact that advertisers can do this today and still have cookies to check their data against now–it’s like the best training data set to test against,” he said.

Restructuring perspectives to function without cookies

Brands are facing the fact that consumers are opting out of using third-party cookies due to privacy concerns. Advertisers are also aware, according to Amit, that the eventual cookie elimination is inevitable.

“I think we’ve always looked at this is as inevitable no matter what. So we’ve re-architected our entire business to function without cookies. And many advertisers consider targeting and measurement with the eradication of cookies and they think, ‘well, this is complicated and confusing and it’s not effective anymore,’ so they move their budgets away from programmatic, which doesn’t help them to succeed in an increasingly digitised world,” he explains.

With that, Amit emphasises the importance of first-party data for advertisers.

“If you’re an advertiser and you have first-party data, collecting it and using it is really important now for measurement. You can either connect it to a DSP, or to a clean room and measure some of your conversions directly from the publisher’s side as well. That’s really important, but it’s never going to give you the full picture. This is where you’re going to have to fill the gaps in with some type of modelling,” he said.

Reflecting on the future of advertising, Amit also highlights a potentially harmful practice with third-party cookie measurement.

“I really hope that we move away from the usual kind of arbitrary metrics that have become commonplace. I would hope that we eventually move away from last-click measurement and start to understand all the touch points that lead towards an action as it really doesn’t paint an accurate picture of digital advertising performance when you’re just looking at one touch point that delivered a conversion,” he said.

The evolution of the digital marketing landscape makes the loss of cookies imminent. However, its demise is not necessarily fatal to advertisers. While the transition to a cookieless future poses challenges, there are also many opportunities and technologies that can help make things easier for advertisers in the long run.

Through adopting these alternatives, marketers can find ways to deliver and measure campaigns effectively while ensuring data privacy and ultimately reduce the risk of falling behing in the industry.