MarTech Series’ Post

#PubClub Unlock the future of video advertising! 🚀 We recently hosted an insightful roundtable discussion on video innovations in ad tech, featuring industry titans: 🔹 Emily Yri, VP International Marketing at PubMatic (Moderator) 🔹 Hari Shankar, Senior Partner - APAC at ShowHeroes 🔹 Charles Lai, Head of Marketing Solutions at MyTV Super Limited 🔹 Pankil Mehta, Chief Business Officer at Alchemy Group Our experts explored the future of video advertising, CTV, and the impact of new ad formats and AI: ▪️ Adopt Non-Intrusive Ad Formats: Implement ad formats like L-shaped ads and dynamic QR codes to enhance user engagement. ▪️ Utilize Rewarded Video: Offer premium content in exchange for ad views to generate high engagement, CPMs, and yield. ▪️ AI-Driven Personalization: Use AI to dynamically personalize ad experiences, delivering more effective campaigns and higher engagement rates. ▪️ Leverage Multi-User Viewing on CTV: Utilize CTV to increase ad engagement, ensuring ads reach a more attentive and engaged audience. ▪️ Adapt to Policy Changes and Secure Direct Deals: In response to evolving ad policies, focus on securing direct deals and implementing compliant ad formats. Don’t miss out on these valuable insights! Watch the full webinar recording: https://lnkd.in/g4Y_dj7M #VideoAdvertising #CTV #Rewarded Video #AdTech #Innovation #AI #Publishers

As the world of CTV advertising soars to new heights, media companies are strategically riding the wave through three major trends. Dive into the insightful perspective of Emodo's Chief Executive Officer, Alistair Goodman, as he illuminates the ascent of CTV standards. Discover how these standards play a pivotal role in optimizing ads for a diverse range of innovations and enhancing the overall audience experience in this new Association of National Advertisers article: https://hubs.li/Q02hCh0n0 #Emodo #CTV #Innovation #AI #AdTech

This week's adtech digest is all about shoppable ads, CTV, and retail media. I've also added quick summaries to help you choose what to read. 📰 Read Adalytics: 𝗗𝗼𝗲𝘀 𝗙𝗼𝗿𝗯𝗲𝘀 𝗼𝗽𝗲𝗿𝗮𝘁𝗲 𝗠𝗙𝗔 𝗽𝗮𝗴𝗲𝘀 𝗮𝗻𝗱 𝘁𝗿𝗮𝗻𝘀𝗮𝗰𝘁 𝗺𝗶𝘀-𝗱𝗲𝗰𝗹𝗮𝗿𝗲𝗱 𝗮𝗱 𝗶𝗻𝘃𝗲𝗻𝘁𝗼𝗿𝘆? A new Adalytics report suggests Forbes has been misleading advertisers for years. Instead of the promised premium inventory on Forbes' main site, brands got ad space on a subdomain filled with ads, raising serious ad fraud and verification concerns. Ad Age: 𝗣𝗮𝗿𝗮𝗺𝗼𝘂𝗻𝘁 𝗗𝗶𝘃𝗲𝘀 𝗶𝗻𝘁𝗼 𝗦𝗵𝗼𝗽𝗽𝗮𝗯𝗹𝗲 𝗧𝗩 𝗕𝗲𝗴𝗶𝗻𝗻𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗖𝗠𝗧 𝗔𝘄𝗮𝗿𝗱𝘀 Paramount goes shoppable TV. They partnered with Shopsense AI to launch a new retail media platform that enables viewers to browse curated product collections and make purchases directly from their phones. AdExchanger: 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗜𝘀 𝗔𝗹𝗹 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗪𝗶𝘁𝗵 𝗖𝗧𝗩 In the interview, Penry Price, VP of Marketing Solutions at LinkedIn, talks about the new CTV ads solution which is designed to help B2B marketers reach their audience on streaming platforms. VideoWeek: 𝗩𝗲𝘃𝗼 𝗮𝗻𝗱 𝗞𝗘𝗥𝗩 𝗕𝗿𝗶𝗻𝗴 𝗦𝗵𝗼𝗽𝗽𝗮𝗯𝗹𝗲 𝗔𝗱𝘀 𝘁𝗼 𝗠𝘂𝘀𝗶𝗰 𝗖𝗧𝗩 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 Vevo teams up with KERV Interactive to introduce shoppable ads to their content. This partnership opens up a new revenue opportunity for Vevo, and offers advertisers a new way to reach and convert their audience. 🎧 Listen The CPG Guys: 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗢𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀 𝘄𝗶𝘁𝗵 iOPEX Technologies Nagarajan Chakravarthy (Naga) 𝗮𝗻𝗱 Aperiam Joe Zawadzki Listen to learn about adtech verticalization and its impact on retail media, the shift towards 1P data, and expert views on optimizing media mix strategies.   🔗 You will find all links in the comments section. #DigitalMarketing #AdTech #CTV #RetailMedia

As #ConnectedTV (CTV) continues to reshape the advertising landscape in Southeast Asia, GenAI's potential to deliver rich, personalized experiences stands out prominently. It holds the promise of revolutionizing how brands connect with diverse audiences in the region, from enhancing efficiency to ensuring cultural resonance. GenAI's adaptability to regional nuances, its real-time campaign optimization capabilities, and its role in safeguarding brand image underline its significance in today's hyper-connected world. Moreover, with cutting-edge innovations like AI CTV Safe and multi-screen integration, GenAI is opening up new opportunities for advertisers to drive engagement and maximize ROI across various channels. In a recent conversation with Agency Reporter, Nikhil Kumar, Chief Growth Officer, shed light on 15 patents that Affle & mediasmart have filed covering futuristic applications in the interaction, training, and integration of GenAI agents. This signifies a promising new era characterized by creativity, efficiency, and effectiveness in CTV advertising. Read the full article to get deeper insights:   https://lnkd.in/gDy8R9r2 Agency Reporter #CTVAdvertising #GenAI #SoutheastAsia #DigitalMarketing

MarketCast has launched Ad Effect Express—a game-changer in ad testing! By blending AI with human insights, this innovative solution delivers faster, more accurate, cost-effective predictions for TV, CTV, and digital ads across diverse audience segments. It captures the nuances of consumer reactions, ensuring that advertisers can test their campaigns effectively without sacrificing quality. With results available in just 24-48 hours, MarketCast empowers brands to elevate their campaigns and make informed decisions by harnessing the power of technology and human connection! #AdTesting #MarketCast #AI #ConsumerInsights #BrandCampaigns

Big tech tie-ups: A new digital ad landscape in the making? Experts say these partnerships could create a few ad giants controlling everything, or it could lead to a more open system with more competition and potentially more control over your data. Siddharth Jhawar,Prashant Puri, Aidan Rhys Da Costa, #SantoshAiyar #BigTech #Digital #Data #Advertising

Along with CTV, supply-side #Curation is a huge theme at ExchangeWire #ATSL24. But why is it we're just talking about SSP activity? asks Ciarán O'Kane. Are the DSPs going to become the dumb pipes? Joseph Worswick, VP EMEA and Head of Global Sustainability, OpenX, takes the bait: Curation is not about minimizing or replacing DSPs, it's about collaborating with and complementing what DSPs are doing on the demand side. Curation is about outcomes—there's a lot of data an SSP can provide that can illuminate performance beyond media metrics. Curation also must be dynamic—content is being created every day, and if you're working with static lists, you're missing out on quality opportunities. The next step is scaling curation, and automation/machine learning is crucial to that. Jasdeep Mondae, Head of Demand Generation at Performics, Starcom Signal loss definitely pushed advertisers/agencies toward curation. As an agency, we're now curating supply down to individual brand levels, even campaigns. Thinking more about audience signals/context. Curation has unlocked a whole new word of options for targeting and building exciting media plans, but it comes with a complexity that's downright painful. There's a big opportunity for machine learning models to facilitate the process and unlock even more granularity. Dave Ajumobi, Programmatic Lead, Two Circles Advertisers are leaning into curation—they are increasingly interested in highly relevant context. There is still plenty of room for wider, open market buying—and one tool is analyzing performance there to inform how we buy within curated marketplaces. On the machine learning front, there's still a lot of development needed with dynamic creative optimization—synergy with supply curation is a bold new horizon. Filippo Gramigna, co-CEO, Onetag We're becoming more smart pipes than dumb pipes! We're getting much more advanced with sell-side curation, analyzing metrics such as refresh rates, time in view, etc. to further optimize actual high-performing placements within pubs. James Trott, Senior Director, Global Addressable Media, The Coca-Cola Company 75% of consumer time is on open web. But the risks are high for advertisers: Nonessential spend on data and tech, lack of quality in noneffective media. SPO is a major tool here—curation is the next step. Mitigating the impact of MFA was merely a starting point with curation. We started asking more complicated questions: What's the optimal media mix for Spain vs. Portugal? You're getting 1K impression for a $1—how valuable are those impressions really?

What do you call a marriage between programmatically traded media, and AI-powered personalised and optimised creative? Yahoo Creative. Launched last week at #canneslions2024, Tony Gemma, Vice President Yahoo Creative says it's something clients have been asking for: “It integrates the key components that bring creative and media closer together.” The new AI powered tool acts as a full-stack creative solution for advertisers across CTV, mobile, display, DOOH and more. The platform is now available globally. https://lnkd.in/g2NnPB9q #Yahoo #adtech #performance #ai #programmatic #adcreativesolution #datapowered #programaticadvertising #YahooAdvertising #YahooCreative

How CTV Marketers Are Using Gen AI to Improve Contextual Advertising

Discover the essential blend of technology and strategy in programmatic advertising with our latest interview featuring Wayne Blodwell, Founder and CEO of Impact Media. Wayne shares unique insights on navigating the evolving programmatic landscape, emphasizing the critical role of good practices over mere technology. Key highlights include: • The democratic nature of programmatic advertising and its empowering potential. 🌎 • Debunking myths around the ecosystem and spotlighting the proper use of technology. 🔍 • The rise of ad-supported streaming services and the golden opportunity for programmatic. 📺 • Navigating the transition to a cookieless future without impacting ad spend. 🍪 ➡ ❌ • The emerging role of generative AI in advertising, balancing innovation with brand integrity. 🤖 This interview is a must-read for anyone looking to deepen their understanding of programmatic advertising's future and its foundational best practices. Dive into the full interview here:  https://lnkd.in/dCRWyj3u #ProgrammaticAdvertising #DigitalMarketing #AdTech #FutureTrends #GenerativeAI