Tag: Programmatic Solution

California, USA – Global adtech company PubMatic has announced the launch of ‘Activate’, an end-to-end supply path optimisation (SPO) solution, which allows buyers to execute non-bidded direct deals on PubMatic’s programmatic platform, accessing premium video and CTV inventory at scale.

Initial launch partners include dentsu, FuboTV, GroupM, Havas, LG, Mars, and Omnicom Media Group Germany, amongst others.

Built leveraging technology from PubMatic’s 2022 acquisition of Martin, ‘Activate’ is fully integrated into PubMatic’s growing software suite, including the PubMatic Sell-Side Platform and Connect.

‘Activate’ represents a new industry paradigm as it is a single layer of technology that directly connects buyers and sellers of digital media. Activate gives buyers more control over their omnichannel video investments by executing deals across PubMatic’s premium CTV and online video inventory in one platform, enabling a seamless transition of their direct business to programmatic private marketplace (PMP) or programmatic guaranteed (PG). 

It is also expected to facilitate the transition of insertion order budgets into the programmatic ecosystem due to the reduction in complexity, time, and cost achieved by the single technology layer approach. As a result, buyers may expect increased ROI and publishers may see increased revenue.

For PubMatic co-founder and CEO, Rajeev Goel, as buyers and sellers of digital seek a more efficient, transparent, and sustainable supply chain, ‘Activate’ extends this successful supply path optimisation strategy, which they pioneered four years ago.

“By seamlessly connecting buyers and content owners via a single layer of technology, we are significantly reducing the hops, discrepancies, data proliferation, opacity, and complexity in the programmatic marketplace. This will result in higher ROI for buyers and increased revenue for publishers, consistent with our mission to fuel the endless potential of internet content creators who rely on advertising as a primary source of revenue,” Goel said.

Hong Kong – Digital media measurement company DoubleVerify has teamed up with agency Havas Media in Hong Kong to be its preferred partner on offering pre-bid brand suitability, fraud, contextual activation and viewability solutions.

The partnership comes months after DoubleVerify’s partnership with Havas Media in Australia.

To support the activation of DV solutions and enable understanding on verification and relevant market trends across the agency, the digital teams at Havas Media Group Hong Kong are currently enrolled in DV University (DVU) with the aim of achieving agency-wide certification by end 2022. 

DVU is a self-guided online training and certification platform which includes standard onboarding training of the DV advertiser suite. This will empower the teams in Havas Media Group to leverage DV’s actionable insights to effectively achieve their digital campaign objectives. 

Jeremy Chang, enterprise sales director at DoubleVerify, said, “We are thrilled to be the exclusive programmatic verification partner for Havas Media Group in Hong Kong. Through this partnership, we are helping Havas Media Group’s clients drive quality and performance in the post-cookie era, without sacrificing consumer privacy, by aligning advertising with high quality, relevant content.”

Meanwhile, Louis Ng, head of programmatic at Havas Media Group Hong Kong, commented, “To invest in the most meaningful media, we should think about how we set a high standard for ensuring media quality within the complex digital environment. Our partnership with DoubleVerify allows our clients to further protect their investments and actively drive media quality and effectiveness by tapping into DoubleVerify’s expertise in programmatic solutions.”

Singapore – TotallyAwesome, digital media network for GenZ and families, has launched a new programmatic digital platform called TotallyAwesome Programmatic Playground. The new platform allows APAC advertisers to reach children under the age of 18 in brand-safe environments at scale.

Marketing professionals have long been unable to connect with teenagers and young adults in a brand-safe, scalable environment despite the fact that they are increasingly in charge of household purchasing decisions such as vacations, automobiles, beauty products, auto repair, and technology. TotallyAwesome Programmatic Playground aims to provide a solution to this difficulty.

Using a custom data filter that prevents PII-sensitive data from being collected and transferred in the bid request, TotallyAwesome Programmatic Playground leverages and optimises over 200 interest categories of Under 18s passion points to create sophisticated audience segments to responsibly engage with this hard-to-reach audience.

Unlike most programmatic solutions, TotallyAwesome Programmatic Playground engages with its audience contextually via over 7,000 verified brand-safe media inventory formats including apps, websites and games to deliver over 300 million monthly active online users under 18’s across Asia Pacific. It does not collect any data or personal identifying information (PII).

Powered by TotallyAwesome’s Curation and Moderation Platform (CaMP cloud-based tool) that has ingested over millions of brand-safe media ad units, publishers and contextual environments. All inventory is vetted and qualified by human moderators including teenagers in the local language to guarantee brand safe and ad fraud free inventory.

The TotallyAwesome Programmatic Playground is compliant with both COPPA and GDPR data privacy guidelines and regulations, and is a member of the kidSAFE Seal Program. The company follows the most advanced Government regulations protecting kids’ data and privacy. A resident practising psychologist advises on what is age appropriate and consequently helps shape its products and develop bespoke research solutions.

Will Anstee, CEO of TotallyAwesome, commented that they  are extremely proud to bring the world’s first programmatic solution to safely engage with an Under 18 audience to market in Asia Pacific.

“TotallyAwesome is passionate about helping brands reach audiences under 18 years-old in an age-appropriate, brand safe environment,” Anstee said.

Anstee added, “We’ve invested significant time and resources to create this world-first solution that enables brands and agencies to engage with this powerful and influential audience with meaning and utility at scale, in a protected environment.”

Florian Schwinn, programmatic lead at TotallyAwesome, commented, “The TotallyAwesome Programmatic Playground combines a best-in-class contextual discovery platform with privacy compliant technology and informed human insight to create a world-first solution.”

“We’re delighted to be able to provide a safe and efficient environment to enable brands and their agencies to build powerful Private Market Places (PMP’s) to responsibly engage with this audience,” Schwinn adds.