Nativo Partners With The Trade Desk To Offer Native Ads Programmatically

Through a strategic partnership with LA AdTech partner company, The Trade Desk, Nativo will make available its True Native and native video ad units programmatically to advertisers on the demand-side platform.

Nativo‘s True Native ad format allows the sponsored content to remain on the publisher’s site instead of clicking out to a branded landing page, hence not interrupting the consumer experience on the publisher’s site.

Nativo’s True Native sees significantly lower bounce rates and boasts an average of 90 seconds spent on its branded articles. Additionally, Nativo advertisers have seen up to a 13x lift in brand awareness, a 6.4x lift in purchase consideration, and a 5.4x lift in purchase intent.

GroupM’s native ad division, Plista, will be a key buyer in the new partnership between Nativo and The Trade Desk. Plista will overlay the data management platform Turbine for audience targeting in its sponsored content campaigns. The deals transact via a private marketplace, but with fixed pricing.

By integrating with demand-side platforms, Nativo is positioning itself for growth. Research from eMarketer found that in 2016 47% of U.S. marketers and agencies ran native advertising campaigns programmatically.

Nativo Partners With The Trade Desk To Offer Native Ads Programmatically

Factual Provides Data To Adobe, Oracle And Liveramp In New Partnership

Factual, the Los Angeles-based location data company founded by Gil Elbaz from Applied Semantics, is partnering and integrating with Adobe, Liveramp and Oracle to provide location data to those platforms.

Currently over 400 customized audiences can be accessed by marketers in the mobile world on Factual’s Geopulse Audience through various DMPs.

Factual’s Geopulse Audiences allows advertisers to target based on people’s real world behavior. Factual’s Global Places™ data is comprised of over 100 million local business listings and points of interests in 50 countries and is updated in real time. The data includes multiple attributes for each place including name, address, phone number, latitude and longitude (geocode), category and many more.

As demand for location data by mobile ad request keeps growing in leaps and bounds (170% year-over-year expansion from 2015 to 2016 alone), Factual’s availability of their location data can only help grow the location-based mobile ad industry.

Factual Provide Data To Adobe, Oracle And Liveramp In New Partnership

Steelhouse Releases New Self-Service Retargeting Platform With Transparent Pricing

During SXSW 2017, LA AdTech partner company, Steelhouse released a self-served retargeting platform that gives advertisers full transparency to the cost of media spend on their platform.

This Premier Edition of Steelhouse’s Advertising Suite will allow marketers of any skill level on their own to quickly create ads, quickly place a pixel, define their campaign goal, set their budget, and launch their campaigns through multiple channels. In addition to transparent pricing in media spend, the platform’s transparent reporting will provide advertisers’ campaign performance down to the publisher level.

Mark Douglas, SteelHouse president and CEO, said the company doesn’t markup the media buys. This further marks the transition in Steelhouse’s business model from a revenue media model to a platform usage fee model, a change that began a year ago.

Steelhouse logo

 

OpenX Launches Tool To Simplify Web Page Performance

LA AdTech partner company, OpenX, announced on Wednesday the launch of Ad Footprint, a free tool as a Chrome Extension that can help publishers optimize their desktop and mobile Web pages. Build by OpenX Labs, this Chrome Extension will help publishers analyze how the advertising on their page affects performance and user experience.

OpenX Ad Footprint will allow publishers to enhance user experience on their site, improve page speed and increase overall revenue. For any given desktop or mobile web page, Ad Footprint will provide insights gathered from in-depth page analysis, page performance comparison with other websites as well as customized recommendations for optimization.

“At OpenX we recognize that a publisher’s success relies on their ability to expertly balance user experience and business objectives,” said Caleb Sotelo, staff engineer and director of OpenX Labs. “The tools publishers rely on today only provide insight into one variable of speed rather than approaching page performance as a multi-variable equation, which is why we built Ad Footprint.”

According to OpenX, a number of its premium publishers, including CafeMedia, Intermarkets, Vice Media and Vox Media, are using the tool.

OpenX Ad Footprint is now available as a free download in the Chrome Web Store.

OpenX Launches Ad Footprint

The Trade Desk Expands Programmatic Native Video Offerings With Sharethrough And TripleLift

Building upon an existing integration relationship with Sharethrough and TripleLift from 2016, LA AdTech Partner Company, The Trade Desk looks to expand their native video offerings to allow in-feed native video placements to be purchased programmatically.

This expansion will allow media buyers access to The Trade Desk’s self-serve demand tools to purchase in-feed native video placements at scale across thousands of sites and apps. These native placement allows advertisers to deliver immersive brand messaging through in-feed and in-article ad units.

The Trade Desk’s platform allows media buyers to manage data-driven digital advertising campaigns across various advertising formats, including display, video, audio and social, on a multitude of devices, including computers, mobile devices, and connected TV.

In 2016, Sharethrough reported $140 million in gross native ad spend through its platform, with more than a third of that spend coming from native video and native video impressions. In-feed native video is expected to exceed $20 billion in spend in 2017, according to Business Insider Intelligence. Native video has been shown to offer a positive audience experience and return significant increases in brand lift, favorability and ad recall with just a few seconds of exposure, according to industry research.

Recent research found that 90% of U.S. marketers and agencies have adopted or are beginning to adopt native advertising. Additionally, eMarketer projects U.S. video ad spend to reach $14.77 billion by 2019.

The Trade Desk is also integrating with Ligatus to offer additional native display inventory at a global scale. Ligatus’ network consist of over 1,400 high-quality publishers in Europe that offer a brand-safe environment.

The Trade Desk Expands Programmatic Native Video Offerings With Sharethrough And TripleLift

 

The State Of Digital Ad Fraud Presentation At RampUp 2017

With so many discussions about ad fraud in online marketing and how the ad tech industry is battling it, one can be forgiven if one is not familiar with the nitty-gritty details behind online ad fraud.

Dr. Augustine Fou presented the “State of Digital Ad Fraud” at RampUp 2017, a marketing technology conference in early March. This presentation embedded below is a great way to familiar oneself with why there is online ad fraud (hint: it is very profitable), how does online ad fraud and how it harms both publishers and advertisers.

Learn more about ad fraud from Dr. Augustine Fou:
Dr. Augustine Fou is an industry-recognized thought leader in digital strategy and integrated marketing, and former Chief Digital Officer of Omnicom’s Healthcare Consultancy Group. Dr. Fou has over 20 years of management consulting experience and hands-on experience in creating and optimizing marketing across traditional and digital channels. Dr. Fou teaches digital and integrated marketing at Rutgers University and NYU.
Follow Dr. Augustine Fou on LinkedIn and Twitter. See more presentations on Slideshare.
 The State Of Ad Fraud Presentation At RampUp 2017

GroupM Reports Progress In Fighting Ad Fraud

In February, GroupM published its annual overview on the state of digital marketing and its implications for advertisers. 2017’s report titled “Interaction“, outlines what the firm sees as the key issues and trends facing digital marketers during the coming year.

One key highlight in this report is an update to their 2016 report where they discussed the integrity of the complex issues in the digital supply chain including fraud, viewability, measurement and ad avoidance. GroupM believes that the ad fraud situation has been significantly contained due to aggressive industry responses to this threat.

“It is likely that 2% of the impressions purchased by the biggest advertisers in Western markets remain non-human. Bad as this is (0% is a good number for fraud), the speed of detection and countermeasures seem to have caught and outpaced the development of new fraud strategies.” the GroupM report stated. This progress is due to “new and better detection tools, a coalition of advertisers, publishers and buyers (The Trustworthy Accountability Group TAG) to deploy those tools; and a reduction in the demand for bad supply.”

Download the GroupM 2017 Interaction report directly or click on the cover below.
GroupM 2017 Interaction Report

 

Related: Pathmatics is leading a panel discussion on March 22nd, 2017 to address how ad fraud, brand safety and other industry factors are changing the ad tech ecosystem.
How Fraud And Other Factors Are Changing AdTech

Other highlights from the GroupM 2017 report include:

  • Tools from MOAT, Integral Ad Science and DoubleVerify are well-equipped to measure and track viewability.
  • Ad block usage has peaked and is stabilizing due to growth in app usage (which is closed to adblocking technology and better advertising that can improve the consumer experience. The Coalition for Better Ads, a cross industry initiative set up in the US in September 2016 will lead initiatives for the latter.
  • Artificial Intelligence is growing its impact on the consumer experience. Devices like Amazon’s Echo and Google’s Google Home may become typical part of the everyday shopping routine.
  • Cross channel marketing will become more normalized as consumers combine their digital and analogs together.
  • The report also touches upon opportunities and challenges facing the digital media ecosystem in 2017 as well as subjects such as live video, the resurgence of audio, artificial intelligence and machine learning, AR & VR.

GroupM Reports Progress In Fighting Ad Fraud

Brand Safety And Ad Transparency In Programmatic Are Most Important Issues To Marketers

Trusted Media Brands, a multi-platform media publisher, recently released a research report that surveyed agencies and marketers on their experience with the programmatic media buying process.

This survey, which is commissioned by Advertiser Perceptions in January polled more than 300 agency and client-side marketers from the Advertiser Perceptions Omnibus Panel. The main takeaway from this report is that brand safety, along with audience data targeting and ad transparency are the most important issues to marketers in the digital media buying process.

Related: Pathmatics is leading a panel discussion on March 22nd, 2017 to address how ad fraud, brand safety and other industry factors are changing the ad tech ecosystem.
How Fraud And Other Factors Are Changing AdTech

Other key highlights from the Trusted Media Brands report include

  • Given the proliferation of and concerns regarding fake news, marketers reported that brand safety is more important (81%) than the ability to buy ads programmatically (73%).
  • But they acknowledged (71%) that it is difficult to guarantee brand safe environments while buying programmatically on the open exchange.
  • Buying decision factors that are extremely important to marketers include Audience Target Delivery, Viewability and Brand Safety.
  • In light of all these challenges, half of digital and mobile advertisers are planning to increasing their spending on audience data targeting in the next 12 months.
  • Ad transparency is also very important but more than half the respondents don’t expect programmatic transparency to get better in the short term.

You can download the full report, along with additional charts and graphs, from Trusted Media Brands directly or you can read the report below:

Please RSVP to the Pathmatics Panel on 3/22 to learn more about how ad fraud, transparency and other factors are changing the ad tech ecosystem! Space is limited.

About Trusted Media Brands, Inc.
Trusted Media Brands, Inc. is a visionary, brand-driven multiplatform media company, home to iconic brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include EnrichU, the Taste Community and Haven Home Media. Trusted Media Brands reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City. For more information, visit TMBI.com.

About Advertiser Perceptions
Advertiser Perceptions is the world leader in providing media company executives with the research-based advertiser insight and guidance necessary for producing superior advertiser experiences. The company specializes in determining, analyzing, communicating and applying what advertisers think — their plans, opinions and motivations.

Brand Safety In Programmatic Is Still Most Important Issue To Marketers

Ads Attribution Platform Company Conversion Logic Raises $9 Million

Conversion Logic, a unified marketing analytics platform, announced last week that it has secured $9 million in Series A funding led by Pelion Venture Partners. Past LA AdTech panelist, Jim Andelman’s Rincon Venture Partners also participated along with Crosscut Ventures, Lerer Hippeau Ventures, Founder Collective, Revel Partners and TenOneTen. Conversion Logic has raised $14.1 million to date.

Conversion Logic plans to use these funds to expand its sales and marketing, data science and engineering efforts to expand across specific industries including automotive, home services and software.

Conversion Logic provides enterprise marketers with a cross-channel measurement platform that combines cloud analytics and machine learning to translate data science into actionable insights.  This service can deliver cross-channel attribution and insights across the entire customer journey which has become particularly convoluted in recent years due to the proliferation of mar-tech stacks.

“While CMOs continue to grapple with numerous adtech and martech silos, they are increasingly looking for a single source of truth to understand the efficacy of their marketing efforts,” said Brian Baumgart, co-founder and CEO of Conversion Logic Baumgart. “The myriad of standards, channels, and walled gardens can make it an uphill battle to glean relevant, cross-channel actionable insights. Applying machine learning to the process can help Fortune 500 companies carve a path up that hill by optimizing their marketing programs holistically.”

“The future benefits of machine learning are very bright for marketers,” Baumgart added. “As the martech ‘stacks’ continue to become more integrated, a machine learning-based marketing intelligence [can] extract valuable insights from the ever-expanding fragmentation of data. This will empower marketers with better data with which to answer complex questions and provide automation for execution and optimization.”

About Conversion Logic
Conversion Logic delivers attribution, evolved: a cross-channel measurement platform that combines cloud analytics and machine learning for enterprise marketers. Built from the ground up for agility, innovation, and speed, Conversion Logic translates the most sophisticated data science on the market into clear, actionable insights across the customer journey. With media agnostic, real-time analytics and optimization, clients reduce friction, adapt, and realize value more quickly than ever before. Meet attribution, evolved, at www.conversionlogic.com.

Ads Attribution Platform Company Conversion Logic Raises $9 Million

How Fraud And Other Factors Are Changing AdTech – LA AdTech Panel at Pathmatics on March 22nd

“Fake news” undoubtedly has taken a toll on the industry recently, and brought the issue of programmatic buying to the forefront of advertisers’ minds with brands calling for transparency and accountability on behalf of the adtech community. In a rapidly changing and growing digital advertising ecosystem, it is crucial for brands, agencies, publishers, and adtech vendors to get on the same page in terms of expectations from each other, and move towards solutions to industry wide problems.

Whether you are on a brand team concerned about consolidating your partners or dumping more of your budget into social, an agency buyer dealing with fraud and arbitraged buys, a publisher trying to work with the best SSPs, or an adtech vendor attempting to demonstrate transparency to your clients – this topic impacts your business.

Please join LA AdTech and PATHMATICS, for an educational panel and networking event that will explore:

  • How consolidation is impacting various players and the pro’s and con’s
  • The impact on agencies and brands and what steps they’re taking to make changes and adapt
  • What this means for publisher revenue opportunities, and how the sell-side is handling ad fraud

Date/Time: Wednesday, March 22nd from 6-8pm
Location: Pathmatics HQ, 501 Santa Monica Blvd. Ste 301, Santa Monica, CA 90401

Please RSVP to the Pathmatics Panel on 3/22 so that we can get an accurate headcount! Space is limited.

How Fraud And Other Factors Are Changing AdTech - LA AdTech Panel at Pathmatics on March 22nd