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Mastering DOOH Jedi Skills: Vistar’s Academy Launches ‘Accelerate’

By
Pesach Lattin
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0

Vistar Media, a global frontrunner in programmatic technology for digital out-of-home (DOOH) advertising, made a significant announcement on August 16, 2023. The company proudly introduced the Vistar Academy certification program, aptly titled “Accelerate: Foundations of Digital Out-of-Home.” This groundbreaking initiative aimed to revolutionize the industry by equipping agency and brand marketing teams, as well as media owners, with the essential knowledge and expertise required to conceptualize, produce, and execute programmatic DOOH advertising campaigns with mastery.

Vistar Media’s Senior Vice President of Marketing, Leslie Lee, expressed her enthusiasm for the launch, stating, “The Accelerate certification program provides advertising practitioners with a comprehensive curriculum covering the fundamentals and benefits of DOOH advertising, as well as key innovations brought about by programmatic technology.” This program was designed to instill participants with the confidence and skills to efficiently manage programmatic DOOH campaigns, while seamlessly integrating DOOH strategies into their broader omnichannel advertising approaches.

The Vistar Academy’s groundbreaking certification initiative was structured to accelerate participants’ understanding of DOOH through a series of meticulously designed sessions, each focusing on critical aspects of the channel:

  1. Foundations of Programmatic Technology: Attendees delved into the inner workings of programmatic technology and its pivotal role in driving innovation within the out-of-home advertising industry.
  2. Roles and Responsibilities: This session illuminated the roles and responsibilities of both buyers and sellers within the programmatic OOH ecosystem, offering a comprehensive understanding of the collaborative dynamics at play.
  3. Targeting Strategies: Participants gained insights into effective targeting strategies, including audience segmentation, triggers that activate ads, and points of interest that drive engagement.
  4. Mastering the Data Landscape: An in-depth exploration of data sources, impression mechanics, and the vital importance of accurate targeting and measurement in the DOOH realm.
  5. DOOH Creatives: This module focused on the artistic aspect of DOOH campaigns, covering dynamic creative, transcoding, approval processes, best practices, and more.
  6. Tools for Success: The program culminated with participants equipped with real-world tools and best practices, priming them for success in the rapidly evolving programmatic advertising landscape.

Upon successfully completing the Vistar Academy’s “Accelerate: Foundations of Digital Out-of-Home” certification program, participants received an official certification, a testament to their profound understanding of the channel. This credential not only served as a badge of honor but also granted them a competitive edge within the industry.

It’s noteworthy that the Vistar Academy’s commitment to excellence extended beyond this foundational program. The academy also offered certifications tailored for existing customers utilizing the company’s Demand-Side Platform (DSP) and Supply-Side Platform (SSP) systems. This approach demonstrated Vistar Media’s dedication to fostering a community of informed and empowered professionals within the programmatic advertising sphere.

Vistar Media’s overarching mission of enhancing every OOH transaction with automation, data, and measurement found its realization in this pioneering certification program. The company’s extensive marketplace for programmatic out-of-home transactions, facilitated by its Demand-Side Platform (DSP), Supply-Side Platform (SSP), and Data Management Platform (DMP), spoke volumes about their commitment to pushing boundaries and setting new standards in the industry.

The launch of the Vistar Academy’s certification program was more than an announcement; it was a catalyst for change within the advertising realm. As participants completed their training and earned their certifications, they not only elevated their personal skills but also contributed to the broader transformation of the advertising landscape. Through this initiative, Vistar Media was shaping the future of programmatic DOOH advertising, one certified practitioner at a time.

Symphony of Innovation: Kristi Argyilan’s Crescendo in the Retail Media Landscape

By
Pesach Lattin
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0

In the well lit, hushed space of a BeetTV interview, Kristi Argyilan’s presence takes command. Her professional journey, steeped in the enigmatic world of advertising, emerges as a tapestry woven with threads of resilience and mastery. A figure of distinction in the annals of media, she stands as a sentinel for the realm of creativity and human connection.

“I was the media person in many of the great creative agencies that exist out there,” she divulges, her voice carrying a sotto voce depth that draws you in. With an almost imperceptible hint of a smile, she drops the quip, “Today I the one media person, pretty much the one.” The air swirls with a subtle aura of gravitas, punctuated by her wry tone.

A luminous epoch emerges as Argyilan delves into her tenure at Microsoft, that pivotal juncture when the digital landscape was in embryonic flux. Her words unravel a mosaic of transformation, where digital’s amorphous contours began to take form. “Microsoft had 10,000 sales people all around the world and each of them had $10,000 to spend on a digital campaign,” she recalls, her voice tinged with reminiscence. The room hangs heavy with the weight of those countless media buys, each a pixel in the portrait of her evolving expertise.

It’s Cadreon that follows, the progeny of Media Brands Trading Desk’s metamorphosis. Argyilan’s cadence becomes more measured, her words resolute. “I think it’s got a different name now,” she utters, a cryptic reference to shifting identities, leaving the listener with an echo of enigma. It’s as if the interview room is a theater, and the audience is privy to a private viewing of Argyilan’s intricate dance through the annals of the advertising cosmos.

Segueing into her time at Target, the narrative takes a lateral leap. The shadow of her guidance looms over media measurement and influencer social, her role a chimera of marketer and visionary. “I grabbed that branded it Roundell,” she discloses, casting forth a new chapter in her tale. She lifts the curtain on the synergy between brand innovation and retail media, entwining them in a narrative of exploration and acquisition.

The scene shifts once again, this time to Bed Bath and Beyond. Argyilan’s words cast a fleeting light on this brief yet significant liaison, leaving an echo of business beauty. The audience senses the rise and fall of fortunes, the ebb and flow of her journey as she speaks of business dynamics and the tapestry of leadership.

Then, like a harbinger of change, the interview landscape pivots to Albertsons. Argyilan’s voice becomes a lighthouse, guiding the way through the tumultuous tides of the retail media realm. “We have been outsourcing it to Quotient,” she murmurs, a sotto voce admission of past alliances. But her gaze is fixed on the future as she speaks of strategic decisions and growth priorities, each word a pebble cast into the pond of industry innovation.

As she navigates the labyrinthine corridors of retail media, Argyilan’s voice crescendos, infusing the conversation with a symphony of aspiration. The viewer is swept into her conviction that alternatives are essential, that the walls of walled gardens must crumble to reveal a landscape of transparency and partnership. “More in transparency, more in the spirit of partnership,” she emphasizes, her voice a beacon in the murky waters of industry politics.

The conversation veers toward standardization and the audience can feel the air tremble with the weight of an impending debate. Argyilan’s voice carries an undercurrent of urgency, her words deliberate and considered. “We need to clean that up,” she exclaims, a clarion call for revolution. The viewer senses the friction between individuality and unity, a tension as palpable as the shadows cast by the flickering lights.

Argyilan, the harbinger of change, unveils her vision with a flourish. The audacious fusion of retail media and linear TV lies ahead, an uncharted territory where data and measurement will rewrite the narrative of outcomes. Her voice quivers with anticipation, a conductor guiding the symphony of innovation as it swells in crescendo.

Amid the swirl of words, Argyilan’s revelation blossoms like a flower in spring. “How do we take the most valuable assets of retail media, which is our audiences and our measurement and bring them to the market in different ways?” she ponders, each word a petal unfolding. Her belief unfurls like a banner: standardization is the key to unlocking untold potential.

The interview waltzes toward its coda, the conversation threading into a tapestry of uncertainty and resolution. As Argyilan speaks of a moon shot, the room is filled with a sense of optimism. Her words transcend the boundaries of the interview space, echoing in the minds of those who bear witness.

And then, with the grace of a seasoned performer, the interview draws to a close. As the lights dim and the shadows converge, Argyilan’s presence lingers, a phantom of innovation and industry revolution. The echoes of her voice, suffused with wisdom and promise, remain suspended in the air like stars against a midnight sky.

Monica Pool: A Reckoning of Return to the Colonel’s Court

By
Pesach Lattin
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A Symphony of Expertise and Vision: Hazeltree Welcomes Vlad Berson as Chief Marketing Officer

By
Pesach Lattin
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In the dynamic labyrinth of the financial world, where each move ripples through the currents of capital, the right leadership can make all the difference. Hazeltree, that beacon of treasury and liquidity mastery in the alternative asset management realm, has once again proven its commitment to excellence with the addition of Vlad Berson as its Chief Marketing Officer. A maestro of marketing, Vlad brings over two decades of experience orchestrating the rise of fintech juggernauts and financial institutions.

The curtains rise on Vlad’s new chapter, as he steps onto Hazeltree’s stage from his previous role as Global Head of Marketing for Capital Markets at the venerable Broadridge, a global fintech leviathan. With a decade-long tenure under his belt, Vlad orchestrated grand symphonies of marketing brilliance, not just for Capital Markets, but also as the Head of Marketing for Investment Management Solutions and Head of Account Based Marketing. His journey through the realm of finance includes instrumental roles at Pershing, a BNY Mellon Company, where he conducted the harmonious convergence of technology, analytics, and operational solutions marketing. This crescendo of experience is further enriched by his time at renowned institutions like J.P. Morgan and Bear Stearns.

Vlad’s composition is not confined solely to the corporate scorecards; he’s a versatile artist with an educational melody that resonates with the digital age. A graduate in electronic filmmaking and digital design from Fairleigh Dickinson University, Vlad wields a profound understanding of modern visual storytelling. To complement this, his MBA in marketing from the NYU Stern School of Business brings strategic depth to his symphonic endeavors.

“Hazeltree’s unique treasury and liquidity management solutions are more important than ever due to the rising cost of capital, high investor expectations, and demand for workflow solutions tailored to their businesses,” declared Doug Haynes, the esteemed Executive Chairman of Hazeltree. And indeed, as the financial universe experiences seismic shifts, Vlad Berson’s extensive history as a results-driven maestro promises to guide Hazeltree’s marketing harmony as it embarks on an exhilarating crescendo of growth.

From his post in the epicenter of finance, New York, Vlad will tune his marketing masterpiece on a global scale. Under the leadership of Hazeltree CEO Tushar Amin, Vlad will compose the symphony of Hazeltree’s marketing strategy, a symphony that resonates across continents and industries.

“Vlad has the right background in leading marketing for high-growth startups and enterprise-scale B2B Fintech, SaaS, and asset management companies, delivering measurable success,” Tushar Amin lauded, reflecting the collective excitement pulsating through Hazeltree’s corridors.

In the midst of a financial tempest that has left many institutions windblown, alternative asset managers find themselves at the crossroads of innovation and tradition. Vlad Berson, the newly appointed Chief Marketing Officer of Hazeltree, articulates this moment with eloquence: “Amid current market turmoil shaking the financial services landscape, alternative asset managers are realizing the value to be gained by modernizing their treasury and liquidity management systems.” His voice, filled with anticipation, blends seamlessly into the narrative of Hazeltree’s leadership journey.

Hazeltree’s melody of transformation doesn’t end with Vlad’s appointment. It’s part of a symphonic crescendo that began with Tushar Amin’s ascent to CEO in April 2022. This crescendo saw the rise of other virtuosos, including Sandy Weil as Chief Revenue Officer, Sonia Spicehandler as Chief People Officer, Kevin Held as Chief Financial Officer, Jeremy Payne as Chief Product Officer, and Richard Winter as Chief Technology Officer.

As the curtain falls on this announcement, the melody of Hazeltree’s journey continues, a crescendo marked by vision, expertise, and a harmonious dedication to revolutionizing the landscape of treasury and liquidity management. In a world where financial harmony is achieved through the right notes and the right leaders, Hazeltree and its newly appointed Chief Marketing Officer, Vlad Berson, stand poised to strike chords of innovation that will resonate through the ages.

DoubleVerify: Reigning Supreme in the Battle for Attention Metrics

By
Pesach Lattin
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0

Let’s make this clear: traditional identifiers are fading away and consumers are scattered across various channels. Attention metrics have emerged as the new gold standard. Enter DoubleVerify, a trailblazing force that is redefining the way advertisers measure and optimize their campaigns through attention metrics.

Competition for consumer attention has never been fiercer, the reign of viewability as the primary metric is rapidly waning. Made for Advertising Sites have shown “viewabiltiy” can be easily scammed, and easily fooled. 

Advertisers and marketers are now shifting their focus towards a more sophisticated and insightful measurement: attention metrics. These metrics, often referred to as the “next-gen KPIs,” provide a deeper understanding of consumer engagement and interaction with advertisements, transcending the limitations of mere viewability.

Will Margaritis, Senior Vice President of Global Commerce Solutions at agency Reprise Commerce, aptly describes attention metrics as the “next-gen KPIs.” In an era where every second of consumer attention is precious, these metrics provide a means to ascertain whether ads are making a meaningful impact within the top echelons of engagement—approximately the top 10% to 15%. This critical insight enables advertisers to fine-tune their strategies, optimize campaigns, and effectively measure the impact of their efforts.

The underpinnings of attention metrics are rooted in two primary sources of data: biometric information gathered through eye-tracking technology, and performance-level data encompassing screen real estate, interaction rates, completion rates, and more. The integration of these multifaceted data streams enables a holistic understanding of how consumers engage with advertisements.

While the idea of employing eye-tracking technology to gather biometric data may raise concerns about privacy and ethics, companies like DoubleVerify have taken a cautious approach. The data collected through these means is primarily aggregated from consumer panels who have willingly opted into the process, ensuring that consumer privacy remains a top priority.

Given the ubiquity of smartphones and mobile devices, these platforms emerge as ideal mediums for the prioritization of attention metrics. According to data from Extreme Reach and Insider Intelligence, mobile devices accounted for a staggering 39% of global video ad impressions in the second quarter of 2022. As consumers increasingly rely on their smartphones for media consumption, understanding how attention metrics play out in this context becomes paramount.

Interestingly, the dynamics of attention also vary across age groups. Research by Reprise Commerce indicates that older individuals tend to have longer attention spans. This does not necessarily translate to higher engagement levels; rather, it reflects the fact that attention becomes more finely attuned as individuals age.

As advertisers grapple with the challenges posed by the fragmentation of media consumption across channels and devices, attention metrics emerge as a beacon of clarity. A survey by the Interactive Advertising Bureau found that 36% of buy-side advertising decision-makers are focusing more on attention metrics, signaling a significant shift in the industry’s priorities.

Britt Cushing, Head of Communications Planning at Omnicom’s OMD USA, underscores the importance of attention metrics as a leading indicator of business outcomes in a recent BeetTV Interview. These metrics pave the way for a deeper understanding of brand impact, purchase intent, consideration, and more, particularly in the upper and mid-funnel stages of the customer journey.

 DoubleVerify emerges as a trailblazer in the realm of attention metrics. This industry leader has been at the forefront of redefining how attention is measured, optimized, and translated into tangible results.

DoubleVerify’s acquisition of AI-focused ad tech startup Scibids for $125 million underscores its commitment to innovation and advancement in this space. Scibids specializes in dynamically adjusting bids for every impression based on advertisers’ KPIs, using a data-driven approach to optimize campaigns. This acquisition propels DoubleVerify beyond traditional measurement, empowering it to actively engage in media activation and campaign optimization.

Scibids’ technology operates by pulling information through APIs from demand-side platforms, incorporating first-party data, media cost, and attention data from DoubleVerify. This synergy enhances the granularity and applicability of data for customers, providing a refined understanding of domains, devices, geolocations, and more.

Mark Zagorski, CEO of DoubleVerify, has emphasized the transformative power of Scibids’ technology, taking data to an entirely new level of granularity and applicability. The partnership introduces a more fluid and nuanced approach to campaign optimization, reflecting the dynamic nature of attention metrics in a rapidly changing advertising landscape.

This confluence of attention metrics and AI-powered decisioning paves the way for enhanced campaign optimization. The DV Algorithmic Optimizer, born from the collaboration between DoubleVerify and Scibids, capitalizes on attention metrics to craft refined segments for media activation, identify high-attention inventory, and optimize campaigns. This tool is a testament to the efficacy of attention metrics in guiding sophisticated AI algorithms for superior outcomes.

The impact of attention metrics is not confined to traditional digital advertising channels. DoubleVerify’s partnership with TVision underscores the commitment to advancing attention measurement in connected TV environments. By integrating TVision’s viewer presence and eyes-on-screen attention signals with DoubleVerify’s ad exposure and user-engagement data, the partnership sets a new standard for assessing the true impact of CTV advertising.

In an advertising landscape characterized by uncertainty, evolving standards, and a proliferation of channels, attention metrics have emerged as a beacon of clarity. As the competition for consumer attention intensifies, DoubleVerify stands as the vanguard of this revolution, combining attention metrics with cutting-edge AI technology to redefine how campaigns are measured, optimized, and activated.

As the advertising industry continues to evolve, attention metrics and innovations driven by pioneers like DoubleVerify will remain instrumental in delivering superior outcomes for brands across the globe. In this dynamic journey, the battle for attention metrics is far from over, and DoubleVerify is poised to maintain its reign as the King of Attention Metrics.

Digital Maestro Takes the Helm: Hootsuite’s New CMO, Elina Vilk, Unveils Vision

By
Pesach Lattin
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0

In the digital realm, forever churning and evolving, offering up new leaders of the virtual frontier. Today, Hootsuite, that omnipresent conductor of the social media symphony, has unfurled its wings to welcome Elina Vilk into its inner sanctum as the Chief Marketing Officer, or as they put it, the CMO – the digital whisperer who’s destined to lead the charge into the vast expanse of social spaces.

In this bustling epoch, where ones and zeros form the currency of connection, Hootsuite stands at the helm, a global behemoth of social media management. And who better to navigate this virtual ocean than Elina Vilk, a digital maven who, one might say, has quite the resumé. She, who most recently called WooCommerce home, where she held the mantle of global CMO, now strides into the Hootsuite roost, an industry anomaly at 75% women in its upper echelons.

The oracle at Hootsuite speaks with reverence about this new addition, as if they’ve stumbled upon a rare digital gem. CEO Irina Novoselsky ruminates on Elina’s prowess in deciphering the intricate tapestry of social landscapes, a skill to extract the very soul of customer desires, wants, and even their sorrows. Novoselsky waxes poetic about the grand art of forging “authentic relationships that drive revenue,” a symphony of connection that Elina has been known to conduct.

But this isn’t Elina’s first digital rodeo; oh no, she’s traveled the circuitous highways of Meta, PayPal, eBay, and Visa, leaving a trail of marketing genius in her wake. “The future of marketing is relationships,” Elina muses, her words dripping with a kind of digital philosophy that seems to have been etched into the virtual cosmos itself. She’s invigorated, they say, ready to delve into Hootsuite’s embrace at a time when the “true value of social” is but a nascent spark, waiting to illuminate the business landscape.

Elina doesn’t just approach her new role as CMO; she embraces it with the zeal of a digital pilgrim, one who’s spent over two decades traversing the peaks and valleys of marketing. Her mantra: a “customer first approach,” an ode to design thinking that elevates empathy, insight, and customer-driven innovation to a kind of digital worship.

The numbers don’t lie, they say – Hootsuite’s audience dwarfs that of its competitors, a testament to the trust marketers place in its guiding hand. And now, with Elina at the helm, they look forward to pushing the boundaries of social innovation.

But who is this Elina, really? She’s been hailed as a trailblazer, a conductor of campaigns that have earned her accolades in the hallowed halls of Advertising Age and Innovation. She’s a two-time laureate in the “Women to Watch” awards, a testament to her relentless pursuit of excellence in the digital arena.

And let us not forget her past, a journey that began as the digital world was still a fledgling dream. Elina’s roots trace back to a time when newspaper conglomerates birthed Classified Ventures, and the world of digital marketing was just finding its voice. From Yahoo Inc. to the nooks and crannies of advertising agencies, she’s been there, weathering the winds of digital change.

So, here we stand, at the crossroads of Elina’s digital odyssey and Hootsuite’s realm of social eminence. The future beckons, a landscape of ones and zeros, a playground where relationships blossom in pixels and algorithms, where Elina Vilk, the digital virtuoso, stands ready to lead us into a future built on connection and authenticity.

From Silicon Valley to Sustainable Highways: Sherice Torres Joins ChargePoint’s Journey

By
Pesach Lattin
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0

In the heart of Campbell, California, a charged energy crackles through the air as the electric vehicle (EV) revolution picks up speed. ChargePoint (NYSE: CHPT), the eminent purveyor of interconnected EV charging hardware and software solutions, has just unveiled a new face in its lineup. Sherice Torres, a marketing maestro with a resumé that reads like a visionary’s playbook, has taken the helm as Chief Marketing Officer, igniting expectations for an electrifying chapter in the EV saga.

Pasquale Romano, the visionary orchestrator at the helm of ChargePoint, extols the company’s prolific 15-year tenure as an industry vanguard: “Over the last 15 years ChargePoint has firmly established itself as a leader in the charging market.” Yet, with the EV realm now poised on the precipice of exponential growth, Romano heralds Torres as the dynamic conductor who will orchestrate a symphony of global marketing, bridging the chasm between traditional transportation and the electric era through resonant communication and insightful education.

Torres herself emerges from a labyrinth of game-changing roles: a former Chief Marketing Officer at Circle, a financial tech colossus; a trailblazer in the financial services sphere, steering the ship at Novi, the financial services division of Facebook. Her past is embroidered with tenures at the titanic Google, where her expertise spanned realms as diverse as Google Pay, sustainability, and crisis response. Not to be overshadowed, her prior voyage through Nickelodeon’s executive corridors laid the groundwork for her magnetic leadership, spanning realms from consumer products to digital domains.

With academic accolades that include a magna cum laude distinction from Harvard University and an MBA from Stanford Graduate School of Business, Torres embodies a seismic amalgamation of experience, ambition, and intellect. But beyond the conference rooms and boardrooms, she champions a transformative spirit. As a mother of two, she carries a fervor for overhauling public education and catalyzing opportunities for women and people of color. Torres’ affiliations span realms as diverse as the Executive Leadership Council, an empowering entity for Black executives, and Breakthrough Silicon Valley, a beacon of hope for first-generation college aspirants.

“I look forward to leading the marketing organization through the company’s next phase of growth, and applying myself as well as my experience to a more sustainable future of transportation,” Torres enthuses, her voice a beacon of passion amidst the roaring currents of change.

Amidst this electrified panorama, Torres steps onto the stage at ChargePoint, a virtuoso poised to compose an opus of innovation and sustainability. The curtains rise on this new act, where Sherice Torres, the magus of marketing, takes center stage. To witness the symphony of EV charging hardware and software solutions crafted by ChargePoint, visit www.chargepoint.com, and brace for a journey into the boundless realm of electrified possibilities.

This is not just a company announcement. This is the heralding of an era – an era of EV ascension, guided by a visionary at the helm. Sherice Torres, the orchestrator of change, starts her journey today.

Shocking Revelations Expose $6.6 Billion Drain Due to Bid Shading: Media Buyers in the Dark

By
Pesach Lattin
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0

In a seismic report that has sent shockwaves through the advertising industry, AI adtech juggernaut Cognitiv has lifted the lid on the staggeringly high cost of bid shading, a concept that has long eluded the comprehension of media buyers. According to the findings of this trailblazing study, the annual hemorrhage of funds attributed to bid shading now stands at a jaw-dropping $6.6 billion, sparking outrage and alarm across the advertising landscape.

The Revelation:

Bid shading, a practice designed to offer programmatic advertising buyers an alternative to first-price auctions, has been masquerading as an ally to media buyers, promising optimization and cost-effectiveness. However, this groundbreaking study reveals a disturbingly different reality. Cognitiv’s research lays bare that an astounding 70% of media buyers are unwittingly paying an additional fee for bid shading, a dubious optimization practice that skews the advertising ecosystem, ultimately benefiting publishers while squandering billions in the process.

In an industry plagued by labyrinthine supply chains and pervasive waste, this report brings to light the necessity for advertisers to assertively pressure agencies and adtech partners to remain vigilant in cost management. Bid shading, proffered as a solution to counteract the publisher-favored tilt of first-price auctions, is unveiled as a convoluted enigma that leaves media buyers baffled and bewildered.

Perception vs. Reality: The Bid Shading Mirage

The report casts a spotlight on the pervasive lack of consensus surrounding the elusive bid shading phenomenon. Survey participants were asked to define bid shading, yielding a bewildering array of responses:

  1. Tool for Adjusting Bids (33%): A chunk of respondents perceive bid shading as a mere tool to calibrate bids for first-price auctions.
  2. Algorithmic Optimization (32%): A nearly equal number believed it to be an algorithm optimized for enhancing win-rates and CPM efficiency.
  3. Bid Manipulation (22%): A significant portion thought of bid shading as a mechanism to manipulate bids and curtail expenditure.
  4. Fee Appender (12%): Some respondents even saw it as a stealthy method to pad bids with additional fees.

The Bid Shading Quandary

Amidst this labyrinth of misunderstanding and confusion, Aaron Andalman, the Co-founder and Chief Science Officer at Cognitiv, issues a clarion call for a permanent, advertiser-centric solution. He asserts that bid shading’s one-size-fits-all approach fails to consider the nuances of specific campaigns, leaving advertisers in a perpetual state of uncertainty. Andalman starkly differentiates between solutions birthed by publishers to pacify advertisers and those conceived by media buyers themselves.

Advertiser Beware: Bid Shading’s Murky Underbelly Unveiled

As the study has shockingly illuminated, the shrouded world of bid shading is not all it seems. The introduction of bid shading was heralded as a panacea to the woes of first-price auctions, offering media buyers a reprieve from exorbitant costs. Yet, beneath the surface, bid shading’s true nature has gradually emerged.

Bid shading emerged in 2017 as a lifeline for media agency buyers who struggled to adapt to the uncharted waters of first-price auctions. Ad tech vendors, leveraging bid shading tech, strategically calculated prices straddling the first and second-price realms, presenting buyers with a seemingly equitable middle ground. This perceived equilibrium, however, has begun to unravel.

The study uncovers a troubling underbelly of bid shading, casting doubt on the intentions of ad tech vendors. Some players within the industry, it seems, have been wielding bid shading algorithms as tools to surreptitiously extract larger cuts from media spend. By obscuring pricing structures and leveraging proprietary technology, these vendors have contrived to introduce hidden fees, surreptitiously draining advertisers’ budgets.

This report’s ramifications resonate beyond dollars and cents. As the curtain is drawn back on bid shading’s complexities, calls for transparency reverberate. While some advertisers, often those versed in programmatic intricacies, have managed to gain insight into these shadowy mechanics, most languish in ignorance. As Google’s transition to first-price auctions stirs demand for bid-shading technologies, a clarion call for transparency becomes resoundingly urgent.

The study’s implications are stark and far-reaching, underscoring the need for a fundamental transformation in the advertising industry. Bid shading’s veil of mystique has been definitively lifted, revealing an alarming lack of comprehension and a seemingly insidious web of hidden fees. The call for transparency, empowerment, and advertiser-focused solutions rings resoundingly clear in an era of increasing complexity and escalating costs. The gauntlet has been thrown down; it is time for the advertising industry to answer the challenge and embark on a path toward transformation.

The Evolution of Movie Screen Programmatic Advertising: A Glimpse into the Future of Cinema Advertising

By
Pesach Lattin
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0

The cinema industry has historically remained anchored in the analog era, showcasing movie trailers and static ads. However, a new trend is emerging that is reshaping the way advertisers connect with audiences on the big screen – the rise of programmatic advertising in movie theaters. National CineMedia (NCM), a major player in the cinema advertising space, has taken a bold step by introducing programmatic ads to its vast network of screens across the United States. This move is poised to transform not only the way advertisers approach cinema audiences but also how viewers experience ads during their moviegoing journey.

National CineMedia (NCM) recently made headlines with its announcement to launch programmatic ads on its extensive network of 20,300 screens in 1,600 theaters across the US. This transformative initiative is set to kick off in the fourth quarter of this year, marking a significant shift in the way advertisers engage with moviegoers. The company’s programmatic ads will leverage its proprietary NCMx data and analytics platform, introduced during the 2022 upfront season, to deliver more targeted and relevant ad experiences to audiences.

NCM’s foray into programmatic cinema advertising brings a range of unique advantages that set it apart from other advertising mediums. Unlike streaming platforms where ads can be skipped or muted, cinema ads command the full attention of the audience. This captive engagement opens the door to effective storytelling and message delivery. Moreover, NCM’s programmatic approach allows advertisers to precisely determine the audience’s location and viewing behavior, minimizing the uncertainties that often accompany programmatic campaigns in other contexts.

However, the introduction of programmatic ads in movie theaters does raise certain challenges. While NCM’s programmatic solution offers an opportunity for personalized advertising, the cinema environment is not one where audiences typically expect tailored content. The collection of data to enable such personalization could raise concerns about privacy and data sharing. Retargeting, the practice of serving ads based on past engagement, could also potentially disrupt the immersive moviegoing experience and be perceived as intrusive by some patrons.

Evelyn Mitchell-Wolf, an industry analyst, underscores the importance of addressing privacy concerns in this context. Advertisers must carefully balance the benefits of data-driven targeting with the need to respect users’ privacy preferences. Transparency and consent become pivotal in building trust and ensuring a positive viewer experience.

The movie theater industry has faced its share of challenges, particularly with the rise of at-home streaming options and the impact of the COVID-19 pandemic. Despite a shift in audience behaviors and preferences, recent successes like “Barbie” hitting the billion-dollar mark at the box office highlight the enduring appeal of the cinema experience. While box office sales faced a minor decline, the industry is showing signs of recovery as patrons gradually return to theaters.

The integration of programmatic advertising is a significant leap forward for cinema advertising, aligning it more closely with the digital ecosystem. NCM’s move follows a broader trend in the industry, where major players like Screenvision have also adopted programmatic approaches. By marrying location data with audience segmentation, these platforms aim to provide advertisers with the tools needed to tailor their messages effectively and measure campaign success in real time.

One of the key drivers of this transformation is the wealth of first-party data available to in-cinema advertising networks. NCM and Screenvision have launched data platforms that allow advertisers to match their own data with geographic, behavioral, and contextual information. This fusion of data empowers advertisers to optimize their campaigns and achieve higher returns on investment, as exemplified by a significant return on ad spend achieved by a consumer packaged goods brand partnering with Screenvision.

As the broader programmatic digital out-of-home (DOOH) landscape explodes with growth, the trend toward programmatic cinema advertising is expected to follow suit. The potential for targeting, personalization, and audience engagement in this setting could prove highly attractive to advertisers seeking innovative ways to connect with their target markets.

The transition to programmatic advertising on the big screen is just the beginning of a transformative journey for the cinema industry. The seamless integration of programmatic into the cinema environment, from pre-show screens to hallway displays, showcases the potential for a more immersive and engaging ad experience. This shift could redefine cinema advertising, making it a dynamic and results-driven component of advertisers’ media strategies.

As the world of advertising continues to evolve, cinema advertising is stepping out of the shadows of the past and embracing the potential of the digital age. With programmatic ads offering unprecedented targeting capabilities and real-time data insights, the future of cinema advertising promises to captivate both advertisers and audiences alike. So, grab your popcorn and prepare for an exciting new era in the world of movie screen programmatic advertising.

Adnami Expands Reach into Norway with Key Appointments in European Markets

By
Pesach Lattin
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0

In a strategic move aimed at solidifying its position in the European market, high impact ad specialist Adnami has announced the appointment of Hege Lorvik as Norwegian Commercial Director. This move marks the Denmark-based tech company’s first formal step into the Norwegian market, reflecting the growing trend towards attention-grabbing display and video formats across the continent.

Lorvik’s appointment is part of a broader effort by Adnami to bolster its presence across key European markets. Joining her are Paul Dimmock, who assumes the role of Business Development Director UK, Morten Buus Dahl as VP Sales Denmark, Maria Tagharobi as Agency Sales Manager in Sweden, and Laetitia Mavitidi, the newly appointed Ad Operations Manager based in Denmark.

Adnami, with offices in Copenhagen, Hamburg, Helsinki, London, Paris, and Stockholm, has achieved global recognition for its high impact programmatic advertising solutions. The company’s expansion into the Norwegian market is a strategic response to the increasing demand for captivating and impactful advertising campaigns.

CEO Simon Kvist Gaulshøj expressed his enthusiasm for the company’s European growth and the Norwegian launch, highlighting the strong team cohesion and culture that drives their success. He anticipates that the addition of the five new team members will not only enhance the quality of work but also infuse the team with fresh energy and motivation.

Lorvik, a seasoned professional with over a decade of experience in Norwegian media and technology, brings a wealth of expertise to her role. Having previously served as the country director for Invibes Advertising, she also has a background with Aller Media and the Norwegian Motorsport Federation. In her new capacity at Adnami, Lorvik will focus on cultivating and maintaining robust relationships with Norwegian media agencies, an essential aspect of the company’s growth strategy.

In an interview, Lorvik expressed her excitement about joining Adnami’s expanding team and spearheading the company’s expansion into Norway. Drawing parallels with the growth witnessed in Denmark, Sweden, and other European markets, she anticipates that Adnami’s attention-centric advertising platform will resonate well with the Norwegian audience.

Paul Dimmock, who previously served as Head of Demand at decentralised ad exchange Alkimi, brings a wealth of experience to the UK market. Having worked with industry giants like GroupM and Dentsu, Dimmock has a proven track record of driving impactful programmatic campaigns for clients ranging from adidas to the UK Government.

Morten Buus Dahl, another strategic addition to Adnami’s roster, has a history of forging strong partnerships with publishers and media agencies. His expertise in this domain has been honed through roles at Cavai and Widespace, positioning him well to enhance Adnami’s presence in the Danish market.

Similarly, Maria Tagharobi, who previously held the position of Video Sales Lead at Aller Media, and Laetitia Mavitidi, whose recent tenure was with Join.com, bring unique insights and experiences that are expected to further solidify Adnami’s reputation in their respective markets.

Adnami’s impact-driven programmatic advertising solutions have garnered attention from a diverse portfolio of publishers, agencies, and advertisers. With notable clients such as Amazon, Disney, and Samsung, the company’s expansion into Norway serves as a testament to its commitment to delivering powerful and scalable ad experiences.

Consumer Safety Technology Appoints Former CENTURY 21 and American Express Executive as Chief Marketing Officer to Drive Brand Growth Strategy

By
Pesach Lattin
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0

Consumer Safety Technology (CST), a pioneering leader in safety and detection products and services, has taken a significant step forward by welcoming Cara Whitley as its new Chief Marketing Officer (CMO). Boasting an impressive career trajectory, Whitley’s prior roles at CENTURY 21, American Express, and Hilton Hotels Corporation demonstrate her proficiency in driving marketing innovation and brand transformation.

Kathy Boden Holland, the CEO of CST, expressed her enthusiasm for Whitley’s appointment: “Cara’s extensive experience and expertise in building brands and teams to achieve next-level growth will be invaluable as we embark on the next phase of our business. I am confident that Cara’s leadership and passion for our mission will unlock new opportunities and drive our company to unparalleled heights.”

Whitley brings to the table a wealth of experience across diverse sectors, including hospitality, financial services, and technology/retail. In her previous role as CMO and GM DTC Ecommerce at Legal Shield, she orchestrated a successful business transformation by leading global marketing teams.

As CST’s CMO, Whitley will orchestrate the company’s comprehensive marketing strategy, which encompasses brand development, communications, consumer insights, product marketing, and performance marketing. Her leadership will extend to overseeing integrated marketing initiatives designed to enhance customer acquisition, engagement, and retention across CST’s portfolio of industry-leading brands.

“Joining CST and its leadership team at this pivotal juncture is an honor,” stated Whitley. “The opportunity to contribute my experience to a dynamic team with such a profound mission is truly inspiring.”

Whitley’s impact on brand innovation and transformation was evident during her tenure as CMO at CENTURY 21. Her strategic efforts revitalized the brand, transforming it into an experience-driven entity. This transformation was lauded as CENTURY 21 secured recognition as the fastest-growing franchise organization by Entrepreneur Magazine in 2021.

Whitley’s academic foundation includes a Bachelor’s degree in Communications from the University of Miami-Coral Gables. Her contributions to the marketing industry have been consistently recognized through a multitude of accolades throughout her accomplished career.

Consumer Safety Technology (CST), with a legacy spanning over 30 years, stands as an industry pioneer in safety and detection solutions. Comprising a family of esteemed brands including Intoxalock, Breathe Easy, and New Directions, CST is committed to fostering responsible living and advancing community safety. The company’s holistic portfolio encompasses comprehensive alcohol and impairment solutions, providing a comprehensive approach to addressing the DUI process.

CST’s sustained success is rooted in its dedication to exceptional service and innovative technology, harnessed for positive societal impact. As a portfolio company of L. Catterton, CST’s commitment to its employees was underscored by its recognition as the Best Place to Work for Working Parents in both 2022 and 2023.

Out of Home in the Age of A.I.: The Billboard’s Brain Upgrade

By
Adotat Staff
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0

The landscape of Out of Home Advertising (OOH) has transformed significantly in recent years, propelled by technological advancements and the changing media consumption habits of consumers.

 From its humble beginnings as traditional static billboards, OOH has evolved into a dynamic and interactive medium that effectively engages audiences across various environments. As the advertising industry continues to evolve, OOH has adapted to meet the demands of a digitally connected world, leveraging data-driven insights, programmatic advertising, and cutting-edge technologies to remain relevant and impactful.

From Static to Digital: A Transformative Journey

In the early days of OOH advertising, conferences and trade shows mainly revolved around traditional static billboards and print-based media. However, as digital technology began to gain prominence, the industry quickly recognized the potential of digital out of home (DOOH) advertising. Digital signage and interactive screens became the new frontier, providing advertisers with unprecedented opportunities to connect with audiences in more engaging and dynamic ways.

The integration of mobile devices with DOOH was a pivotal moment, enabling real-time interaction between consumers and OOH ads. This fusion of physical and digital experiences created a powerful channel for advertisers to capture attention and drive engagement. Consumers could now interact with OOH ads through their smartphones, leading to increased brand awareness and measurable results.

Programmatic Advertising: A Game-Changer for OOH

One of the most significant disruptions in the advertising world, programmatic advertising, also made its mark on the OOH industry. Programmatic OOH emerged as a transformative force, revolutionizing the way media is bought and sold. Through automated processes and data-driven decision-making, programmatic OOH allows advertisers to deliver personalized and contextually relevant messages to their target audiences.

The use of real-time data and audience insights has been instrumental in optimizing OOH campaigns. Programmatic buying ensures that ads are delivered to the right people, at the right time, and in the right locations. This level of precision targeting has not only increased the effectiveness of OOH campaigns but has also elevated the medium’s appeal to advertisers seeking measurable results.

Challenges and the Path Forward

Despite the tremendous progress made by the OOH industry, it continues to face certain challenges. One persistent issue is the perception of OOH as a traditional, static medium. Some marketers still view OOH through outdated lenses, leading to hesitancy in allocating significant ad budgets to the medium. To overcome this hurdle, the industry must embark on a re-education process, showcasing the advancements made in the OOH space and presenting successful case studies that demonstrate the medium’s effectiveness.

Another critical challenge lies in fostering diversity and inclusion within the OOH industry. Female representation remains relatively low, and concerted efforts are needed to attract more women to the ad tech space. Companies can lead by example, promoting a culture of inclusion, supporting initiatives that empower women in the industry, and providing opportunities for career growth and leadership.

Connecting with Younger Audiences

The millennial and Gen Z demographics represent a highly coveted audience for advertisers due to their influence and purchasing power. However, engaging these tech-savvy audiences presents a unique set of challenges. Younger consumers are accustomed to being targeted primarily with digital ads, granting them control over the content they consume.

To capture the attention of younger audiences, OOH needs to leverage interactive and immersive experiences. Technologies like anamorphic displays and interactive screens offer engaging and visually captivating experiences that resonate with younger consumers. Moreover, integrating social media into OOH campaigns encourages consumers to interact with ads and share their experiences, creating buzz and extending the reach of campaigns.

The Role of AI in the Future of OOH

As we look ahead, artificial intelligence (AI) promises to play a pivotal role in shaping the future of OOH advertising. AI-powered algorithms can analyze vast amounts of data to optimize OOH campaigns, target specific audiences, and deliver personalized content in real-time. This level of sophistication will enable advertisers to create more relevant and compelling OOH experiences, enhancing audience engagement and brand impact.

 AI will streamline the planning and buying process, making it more efficient and cost-effective for advertisers. As AI continues to evolve, it will unlock new possibilities for data-driven decision-making, campaign measurement, and audience targeting, making OOH an even more potent tool in the marketer’s arsenal.

The future of Out of Home Advertising is characterized by innovation, data-driven strategies, and a commitment to engaging audiences in meaningful ways. From static billboards to dynamic digital displays, OOH has proven its adaptability and effectiveness in reaching consumers. Programmatic advertising has ushered in a new era of precision targeting, while AI promises to revolutionize campaign optimization and audience insights.

To continue thriving, the OOH industry must address challenges, foster diversity, and remain at the forefront of technological advancements. By embracing interactive experiences, targeting younger audiences, and leveraging the power of AI, OOH is poised for remarkable growth and impact in the ever-changing advertising landscape. As the industry continues to evolve, OOH will undoubtedly play an integral role in shaping the future of advertising and consumer engagement.

The Shady Dance of Made for Advertising Sites

By
Pesach Lattin
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0

A sinister underbelly lurks in the shadows: the realm of “made for advertising” (MFA) sites. 

These virtual backstreets, adorned with a cacophony of gaudy banners, strategically placed video ads, and a deceptive facade of content, have become a menacing force within the programmatic advertising landscape. This in-depth exploration delves into the intricate mechanics of MFA sites, revealing their fraudulent nature and the pervasive impact they have on the advertising ecosystem.

Let’s make this clear: this is 100% fraud. I saw a discussion on Twitter if they are fraud, and if advertisers ever want to buy on it — and I’d put my reputation on this, that advertisers don’t ever want to show on these sites, and it’s either stupid or lazy media buyers that keep ignoring what is going on.

MFA sites, as their name suggests, are digital domains concocted with one primary goal: generating revenue from advertising placements. To the casual observer, they might appear as cluttered digital wastelands overrun by intrusive ads and questionable content. However, these sites are ingeniously designed to exploit programmatic advertising algorithms and maximize ad placements.

Programmatic algorithms, in their relentless pursuit of cost-effective opportunities, inadvertently fall prey to the allure of MFA sites. These sites use a variety of tactics to appear appealing to these algorithms. Clickbait headlines, interconnected web of sites, and endless slideshows are some of the tactics employed to generate high page views and ad-serving opportunities. While high-quality content and user experience are sacrificed, MFA sites capitalize on the financial incentives provided by ad placements.

MFA sites thrive on the paradox of modern advertising metrics. Driven by the demand for cost-effective solutions, marketers gravitate towards metrics such as cost per viewable impression, often overlooking the authenticity of engagement and impact on business outcomes. This demand for cheap impressions inadvertently spawned the rise of MFA sites, as the industry’s obsession with metrics over substance led to their creation.

The classification of MFA sites as fraudulent is not straightforward. By industry standards, they might not meet the criteria for invalid traffic (IVT), as they do engage real users with real content. However, the engagement is often short-lived and acquired through content recommendation companies rather than organic engagement. This blurs the line between legitimate traffic and potential IVT, creating an ethical gray area that marketers must navigate. Let’s also make it clear: the vast majority, if not all of these sites get their traffic from pop-ups, fraud and other questionable places. This isn’t “quality” traffic. Even remotely.

The extent of the MFA problem is difficult to quantify precisely, but the available data paints a worrisome picture. According to the Association of National Advertisers (ANA), MFAs accounted for a significant portion of audited impressions and ad spend, as much as 10%. The impending demise of third-party cookies compounds the issue, as MFA sites capitalize on outdated or lazy contextual targeting strategies to continue their deceptive practices.

MFA sites do not merely siphon advertising dollars; they corrode brand reputations and compromise user experiences. Users are unwittingly thrust into an environment cluttered with ads masquerading as content, a design that erodes trust and frustrates engagement. Advertisers, by indirectly endorsing these sites, contribute to the dilution of their brand identity, tarnishing the authenticity they strive to project.

As the MFA menace spreads, advertisers must arm themselves with strategies to navigate this treacherous terrain. Supply-path optimization (SPO) emerges as a potential solution, as it enables advertisers to cut through intermediaries and gain a clearer view of ad placements. Furthermore, modern contextual and quality controls can be employed to filter out MFA sites, ensuring that campaigns align with legitimate publishers that prioritize content quality and user engagement.

The battle against MFA sites extends beyond the realm of budgets; it’s a fight for integrity and authenticity in advertising. Advertisers stand at a crossroads where their choices impact not only their campaigns but also the broader industry. By adopting responsible advertising practices and leveraging the tools at their disposal, advertisers can steer clear of the MFA abyss and support publishers that uphold content quality and user satisfaction.

Monetizr Secures $4 Million Funding for Game-Changing In-Game Advertising

By
Pesach Lattin
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0

Monetizr, the advertising experience platform, has successfully secured $4 million in a recent fundraising round, led by Change Ventures, a prominent investment firm. Other investors included Techstars and Ludus Ventures, as well as notable angel investors Ari Paparo, CEO of Marketecture Media and former executive at Google and Beeswax, and Jared Schrieber, Founder of InfoScout/Numerator. With this infusion of capital, Monetizr aims to enhance its position as a trailblazer in the gaming industry, fostering a novel approach to in-game advertising that delivers engaging and immersive brand experiences without disrupting gameplay. The funds will be strategically allocated to expand the company’s US sales team and further develop its European development hubs in London, Riga, and Helsinki.

Advertising budgets are witnessing a noticeable shift towards the gaming sector, driven by the burgeoning global gaming community that comprises over 3 billion gamers. Younger generations are progressively moving away from traditional television, reinforcing the relevance of gaming as a powerful advertising medium. The in-game advertising market is projected to grow significantly, expected to reach $32 billion in 2023 and an impressive $46 billion by 2027. These numbers highlight the lucrative potential of in-game advertising, further supported by the fact that more than half of mobile gamers are over the age of 35. Furthermore, gaming already accounts for 43% of smartphone use and is poised to surpass social media in the near future.

Despite the evident opportunity, both brands and marketers face substantial hurdles in developing scalable ad campaigns, while game publishers struggle to monetize their products effectively. Presently, in-game advertising predominantly consists of intrusive video ads or background billboards that offer mere impressions but lack genuine engagement.

Monetizr seeks to unlock the untapped advertising potential within mobile games by providing targeted and engaging brand experiences that seamlessly integrate with gameplay. Unlike traditional approaches, Monetizr enables brand managers to purchase scalable and cost-effective ads through its data-driven consumer engagement platform. Simultaneously, the platform empowers game publishers to define a new class of in-game ad assets, facilitating better monetization opportunities. By offering repeated and varied storytelling opportunities throughout a single gameplay session, Monetizr enhances gamer experiences through immersive game-enriching content, rather than distracting background decorations.

Amidst the evolving landscape of privacy rules, including new Apple guidelines that limit access to consumer in-app data, Monetizr’s backend SDK continues to deliver valuable, anonymous consumer behavioral data. This data is critical for advertisers seeking to adapt and connect with their target audience effectively.

Monetizr’s engagement metrics are independently measurable through established industry standards such as Nielsen and IAB standardized formats. The platform’s technology is also compliant with renowned marketing automation solutions like Oracle Moat Measurement, and it holds OMSDK compliance and SOC2 certification, ensuring its reliability and trustworthiness.

Andris Berzins, Partner at lead investor Change Ventures, expresses his excitement about supporting Monetizr, emphasizing that it represents an incredible opportunity before the company embarks on a trajectory of explosive growth. Monetizr’s clients confirm that the platform is the only ad platform that delivers engaging, scalable in-game advertising that gamers genuinely appreciate. This endorsement reinforces Monetizr’s potential to become a global leader in mobile games advertising.

The newly acquired investment will be strategically utilized in two core areas. First, Monetizr will expand its sales teams across North America, with new hires stationed in key cities such as Atlanta, New York, Chicago, and Philadelphia. Second, the company will focus on technical and product development, employing key talent within its established development hubs in London, Riga, and Helsinki.

Monetizr’s recent successful funding round signifies a promising future for the company, as it continues to revolutionize the landscape of in-game advertising. With an innovative approach that prioritizes seamless integration and meaningful connections with consumers, Monetizr stands as a catalyst for igniting global mobile games advertising. The combination of strategic expansion plans and a commitment to providing engaging, non-disruptive advertising experiences establishes Monetizr as a prominent player in the gaming industry’s evolving advertising ecosystem.

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