Archive for the ‘Ad Exchanges’ Category

Amobee gets serious about custom bid algorithms with TruSignal

March 8th, 2018 No comments

Amobee, a global digital technology company serving brands and agencies, announced enhancements to its platform that allow buyers to deploy custom data sets into Amobee’s bid modeling system. The feature launch empowers advertisers and their agencies to tailor their bid strategies against the data signals that matter most to them. Amobee tailors decision making ability on bid strategy for marketers through custom data sets and audience segments

As an initial proof of concept, Amobee partnered with TruSignal, Inc., a leader in predictive score marketing, to ingest its custom-built, predictive, people-based scores into the existing Amobee bidder and influence the real-time bids from the platform. Advertisers can leverage their own data models, and/or take advantage of TruSignal’s custom-built predictive scores, as they are fully integrated into the platform.

Amobee’s platform integration works by applying data from any provider as a variable that triggers real-time changes in an advertiser’s bid. By leveraging the power of the Amobee platform’s ability to integrate data, marketers can better fuel omnichannel engagement through cross-channel, programmatic media campaigns. With this unified offering, leading brands and agencies can plan and buy media for specific audiences in a more integrated way to maximize their investments across desktop, mobile, video and social.

“At Amobee, we are constantly seeking ways to maximize the results of client campaigns through enhanced decision making capabilities within the platform,” said Maxwell Knight, Amobee’s Vice President of Analytics Services. “By leveraging the power of outside data and custom audience segments, we provide brands and agencies a highly customized solution that multiplies their ability to reach the right audience at the right place and right time, across every digital channel, on any device.”

The ingestion and use of TruSignal data has shown a performance lift and a decrease in cost per action across multiple verticals and industries. In recent campaigns leveraging the TruSignal predictive scores, a clothing retailer experienced an approximately 65 percent performance lift while an automotive original equipment manufacturer experienced a 34 percent decrease in cost per action.

“Amobee is the first DSP to incorporate TruSignal’s Bid Price Optimizer™, derived using predictive scoring and our offline profile data across 220 million U.S. adults,” says David Dowhan, CEO and founder of TruSignal. “Already equipped with machine learning algorithms and data analytics, Amobee’s DSP drives optimal campaign performance and gives marketers the extra edge they need to stand-out in the competitive advertising ecosystem and further enhance campaign performance.”

One of the world’s largest independent advertising platforms, Amobee unifies key programmatic channels including all major social media platforms, formats and devices, to provide both managed- and self-service clients with easy-to-use data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.

Simplifying the delivery of advertising across all channels and screens, including video, display, mobile, and social, the platform includes the Amobee DSP, Amobee DMP, Brand Intelligence and DataMine analytics, which converts raw data into custom audience and campaign insights, empowering marketers to make more informed decisions.

About Amobee
Amobee is a technology company that transforms the way brands and agencies make marketing decisions. The Amobee Marketing Platform enables marketers to plan and activate cross channel, programmatic media campaigns using real-time market research, proprietary audience data, advanced analytics, and more than 150 integrated partners, including Facebook, Instagram, Pinterest, Snapchat and Twitter. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world which reaches over 640 million mobile subscribers. The company operates across North America, Europe, Middle East, Asia and Australia. For more information, visit or follow @amobee.

About TruSignal
TruSignal, Inc. is a leader in Predictive Score Marketing: using offline data and predictive scoring to deliver an advanced and efficient way for brands, agencies, platforms and publishers to target more of the right people, at the right price, across every digital channel and device. TruSignal’s self-serve TruAudience® Platform is an easy, end-to-end solution that puts Predictive Score Marketing in the hands of agencies and marketers. TruSignal’s team brings decades of experience in data-driven marketing, predictive analytics and scalable Big Data management. TruSignal’s investors include Redpoint Ventures, Split Rock Partners and Tenaya Capital. Learn more at or at the company’s Audience Matters blog and follow TruSignal on Twitter, LinkedIn and Facebook.

SpotX fully owned by German company RTL Group

September 9th, 2017 No comments

SpotX, American video ad serving platform announced RTL Group will acquire all remaining shares bringing its total ownership to 100%. The investment demonstrates RTL Group’s continued commitment to its ambitious ad tech strategy and recognition of SpotX’s impressive growth and execution of its strategic objectives. Since RTL Group made its first investment in 2014, SpotX has nearly doubled net revenues1, almost quadrupled EBITDA, opened seven offices in seven countries, and added over 150 new employees. The purchase of the remaining shares by RTL Group is pursuant to the option they negotiated in connection with their initial investment, and is based on an enterprise value of SpotX of $404 million on a 100% basis plus net cash.

With the acquisition scheduled to close in October 2017, SpotX’s management team, led by company co-founders Mike Shehan, CEO, and Steve Swoboda, COO/CFO, will stay on to continue to execute the company’s vision of providing a modern video ad serving platform to broadcasters, MVPDs and premium publishers around the world.

Bert Habets and Guillaume de Posch, Co-CEOs of RTL Group issued a joint statement about the deal: “We are excited to take full ownership of SpotX, a leading global platform for ad serving and programmatic ad sales. Back in 2014, the majority stake in SpotX was our first big step into advertising technology; gaining full ownership now is another major step in transforming RTL Group into a ‘total video’ powerhouse. Together with the very experienced management teams of SpotX and of our European asset Smartclip, we are working on an ambitious growth plan for our ad tech businesses, including further acquisitions, partnerships and deeper synergies across RTL Group. Our joint vision is to build the leading global video monetization offering for broadcasters and premium inventory owners to maximize the value of their audiences consuming total video content across multiple devices.”

Advertising-supported over-the-top (OTT) content, whether it be on-demand, live or linear continues to grow and complement broadcast TV, according to SpotX Co-Founder and CEO, Mike Shehan. “SpotX is emerging as the premier expert in digital monetization of OTT content delivery, and uniquely positioned to assist broadcasters and other modern TV players with maximizing their profitability in the new delivery ecosystem,” Shehan said. “RTL Group’s investment will help extend our footprint in TV as we bring together the TV and digital video worlds.”

The benefits of a fully integrated video advertising infrastructure for publishers are enormous, with synergies between arms in the programmatic ecosystem, execution of multiple buying styles from a single platform and technology efficiencies capable of driving incremental revenue growth for media companies. Along with the step-up investment to 100% RTL Group ownership, SpotX will begin to work more closely with sister RTL Group company, Smartclip. The two companies will focus on achieving their aggressive growth plans, and collaborate to provide the most advanced advertising solutions possible for every screen consumers watch video.

Current clients of SpotX’s platform include broadcasters and publishers, such as Thomson Reuters, Meredith Local Media Group, Vevo, Gutefrage, TVPlayer, STV, RTL Nederland and Conde Nast; app developers, like Gameloft and Cheetah Mobile; OTT providers, such as Sling TV, Vudu and Pluto TV; and CTV software providers, like Anypoint Media, MAZ Digital and Zype.

1 Net revenue is defined as the amount SpotX retains after paying publishers. This differs from revenue reported under IFRS which includes the gross amount collected from buyers as revenue for certain types of business and the net amount after payment to publishers for others.

About SpotX
SpotX is a video ad serving platform providing media owners with monetization tools for desktop, mobile and connected devices. The platform features modern ad serving and programmatic infrastructure, and other monetization tools, like solutions for OTT and outstream video ad units. SpotX gives publishers the control, transparency and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. The company is headquartered in Denver, Colorado, and has offices in Amsterdam, Belfast, Hamburg, London, Los Angeles, New York, Paris, San Francisco, Stockholm, Singapore and Sydney. In October 2017, RTL Group, a leader across broadcast, content and digital, will complete its 100% acquisition of SpotX. For updates, follow SpotX on Twitter and LinkedIn.

About RTL Group
RTL Group is a leader across broadcast, content and digital, with interests in 56 television channels and 31 radio stations, content production throughout the world and rapidly growing digital video businesses. The television portfolio of Europe’s largest broadcaster includes RTL Television in Germany, M6 in France, the RTL channels in the Netherlands, Belgium, Luxembourg, Croatia, Hungary and Antena 3 in Spain. RTL Group’s families of TV channels are either the number one or number two in eight European countries. The Group’s flagship radio station is RTL in France, and it also owns or has interests in other stations in France, Germany, Belgium, the Netherlands, Spain and Luxembourg. RTL Group’s content production arm, FremantleMedia, is one of the largest international creators, producers and distributors of multi-genre content outside the US. With operations in 31 countries, FremantleMedia’s comprehensive global network is responsible for approximately 12,000 hours of programming a year and distributes over 20,000 hours of content worldwide. Combining the catch-up TV services of its broadcasters, the multi-platform networks BroadbandTV, StyleHaul and Divimove as well as FremantleMedia’s more than 280 YouTube channels, RTL Group has become the leading European media company in online video. RTL Group also owns the advanced video ad serving platform SpotX. For more information, please visit and follow RTL Group on Twitter @rtlgroup. RTL Group – Entertain. Inform. Engage.

New mobile products and revamped platform from Medibrix to create emotional connections

August 11th, 2015 No comments

To meet the rapidly accelerating expectations of mobile brand advertisers, MediaBrix a global leader in delivering emotionally charged brand connections through contextually relevant ad campaigns announced the launch of its re-imagined products and platform to advertisers. Building on the success of its flagship platform, MediaBrix transformed its targeting and delivery of emotional moments to be more intelligent, sensory, contextual, seamless, and effective – giving brands and agencies the power to create meaningful connections with consumers on mobile devices. Popular with hundreds of global brands, including Coca-Cola, BMW and Nestle, and thousands of applications for its additive brand experiences, MediaBrix has become the industry standard for turning advertising moments into welcome and endearing user-brand interactions within mobile apps and games.

Mediabrix platform

Leveraging its in-stream analytics, MediaBrix’s re-engineered solution and delivery of ads precisely timed for Breakthrough Moments™ have deciphered how mobile users best connect with brands through apps; ultimately achieving campaign performance over 500 percent higher than other digital formats.
With these changes, brands and agencies can expect a completely unified experience between ads and the apps they appear in – from timing, to look and feel, to call-to-action. As an additional benefit, MediaBrix will also soon allow for programmatic purchasing of these high impact ad formats through a private marketplace. On the backend, the new products show off design continuity with a greater emphasis on enhanced human interaction and sensory marketing, including on-screen buttons ergonomically placed within thumbs reach on larger mobile devices, plus sound and haptics that stimulate the senses to enhance emotional reactions. Each of these factors ensure that brand campaigns are reaching users at the right moment, when they are most receptive to a contextualized and additive brand experience.

In a time when most mobile advertising is largely considered both interruptive and annoying, which is damaging brands and the user experience alike, MediaBrix has created the playbook for how to leverage neuromarketing techniques to ensure mobile in-app ads are well-received and actionable by real users. By testing hundreds of ad experiences in the MediaBrix Labs, the company was able to identify the formula that increased user receptivity and interaction. “The vast majority of mobile advertising solutions are poorly executed, ineffective holdovers from desktop strategies – resulting in worthless impressions and delivering a negative ROI for the advertiser and user. These limited options have become the catalyst for the ad industry to become lazy, complacent, and unimaginative, but MediaBrix is among the innovators attempting to stop another digital platform from being destroyed,” points out Ari Brandt, CEO of MediaBrix. “I’m incredibly proud and inspired by the work done here at MediaBrix, where we are disrupting an industry by taking the disruption out of the product, itself. And we’ve shown that when we can make users respond, smart brands marketers are fast to follow.”

Expectations are changing rapidly, and more brands and agencies are looking to see metrics backup return on investment, and sentiment growing stronger as a result of these engagements.

“Mobile advertising helps us reach our consumer base while they are engaged in-app, so our campaigns have higher visibility with a captured audience,” said DJ Perera, Director Consumer Marketing, Merial. “With MediaBrix, we had the flexibility to create custom content that was relevant to the consumers experience within the app. By connecting with them during pivotal moments in a premium environment, we are building brand awareness and forming bonds with consumers that we can nurture over time.”

About MediaBrix
MediaBrix delivers emotionally charged brand connections that maximize consumer receptivity during mobile advertising experiences. As the only solution of its kind, we Rescue, Rally and Reward users with our proprietary product suite when they are “emotionally available,” leading to in-app campaign engagement rates 500 percent higher than all other digital formats. Hundreds of the world’s top brands and thousands of leading app and game developers leverage the MediaBrix platform to deliver over 500 million contextually relevant Breakthrough Moments® to more than 200 million global mobile users each month, all with 100 percent viewability.

SOURCE MediaBrix

iPromote goes local with Local Demand Side Platform (LDSP)

April 20th, 2011 No comments

iPromote announced the launch of its Local Demand Side Platform (DSP), designed specifically to enable local and small businesses to unlock the power of the exchange-based, display advertising ecosystem.

The iPromote Local DSP levels the playing field, giving small-business owners access to premium websites where they can reach their customers locally.

Real-time, demand-side optimization has revolutionized the way in which advertisers buy online display ads. With real-time bidding, advertisers can finally target an ad for a specific user at a specific price, as opposed to grouping individuals and making an averaged pricing decision across all of them. This ability, combined with the explosion in the availability of high quality targeting data allows advertisers to drastically reduce waste and increase ROI. Until now, these capabilities were only available to the largest agencies and big budget advertisers.

“Real-time bidding has proven to be a powerful tool for extracting value out of the online advertising marketplace,” said Warren Kay, CEO, iPromote. “The iPromote Local DSP brings that power to small businesses.”

The iPromote Local DSP provides instant access to an impressive 12 billion ad impressions per day without the risks and minimum spend requirements found in traditional media buys. Instead of bulk-buying impressions across broad categories and locations, iPromote uses automated real-time buying (RTB) technology to target individual audience members on a per impression basis. Using RTB to automatically target and purchase inventory across multiple websites allows iPromote to greatly simplify the purchasing process while providing a superior local advertising experience for consumers and publishers alike.
“Real-time bidding fits perfectly into our platform,” added Kay. “Our goal has always been to break down the barriers that keep small businesses from leveraging display. The Local DSP capabilities we have rolled out today increase our ability to drive value for our partners and we couldn’t be happier with the results we are seeing so far.”

The Local DSP is just the latest iPromote offering designed to make display advertising accessible, affordable and effective for local SMBs. iPromote’s Webpage-to-Ads™ ad creation technology makes getting started in display advertising just one click away for small businesses. Additionally, iPromote powers enterprise partners with a white-labeled, end-to-end, SMB display advertising platform.
“BIA/Kelsey expects the geotargeted display ad market to grow at a compound annual rate of more than 10 percent from 2010 through 2015,” said Matt Booth, senior vice president and program director, BIA/Kelsey. “iPromote is well positioned to take advantage of this market opportunity.”

About iPromote
iPromote, a division of 2KDirect, operates offices in San Luis Obispo, California, and New York, New York. iPromote simplifies display advertising, providing user-friendly solutions eliminating the barriers that small businesses face when advertising online. Their patent pending WebpageToAds™ technology automatically creates professional-looking rich media display ads from existing webpage content, saving advertisers time and money. The iPromote ad network leverages real-time bidding ad exchanges through its AdXpert™ local ad serving and optimization technology. For additional information, visit