Archive for the ‘Display Advertising’ Category

Accordant nabbed by Dentsu Aegis Network for an undisclosed sum

September 2nd, 2016 No comments

Dentsu Aegis Network acquires Accordant Media, LLC (“Accordant”), a data-driven, full-service programmatic advertising company and technology solution provider. The company and its proprietary technology, Accordant ATS™, will become part of Dentsu Aegis Network’s programmatic buying offering Amnet, part of the group’s media investment platform, Amplifi.

The acquisition of Accordant accelerates Dentsu Aegis Network’s capabilities, bringing a differentiated offering in the rapidly developing area of programmatic and data-led performance buying. The move also supports Dentsu Aegis Network’s goal of becoming a 100 percent digital economy business by 2020.

Through its owned technology, Accordant, gives marketers greater control and effectiveness in their marketing investments, driving competitive advantage through better ROI, insights and performance. Founded in 2010, the company has been honoured with several leading industry awards including ‘Crain’s New York Best Places to Work in 2015’ and ‘Deloitte 2015 North America Technology Fast 500’. Its strong team of 70 programmatic specialists sits across offices in New York, Chicago, San Francisco and London, and counts many notable brands amongst its clients including Anthem, AutoNation,, Kayak and Zipcar.

The Accordant ATS™ cross-channel technology system, including a Data Management Platform (DMP), custom data models, associated bidding and analytics tools, will enhance Amnet’s current technology stack and bring cutting edge targeting solutions to Dentsu Aegis Network’s clients. Following the transaction, Accordant’s direct-to-client business will retain its branding and will continue to work with and grow its client base as a new revenue stream within the group.

Following the acquisition, Accordant’s impressive leadership team including Arthur Muldoon, CEO and co-Founder, and Matthew Greitzer, COO and co-Founder, will lead the combined Amnet and Accordant operations in the US, reporting to Amplifi US President Lucas Cridland. Muldoon and Greitzer will take on the titles of co-CEO Amnet US.

“Data underpins everything we do for our clients, and the ability to manage and deploy data in real time in service of client media planning and investment is critical to the success in the digital economy. The US is the largest and most sophisticated programmatic market and is expected to continue expanding. The acquisition of Accordant will further strengthen our abilities in this area, and positions us well to meet the needs of our increasingly digitally led clients,” said Rob Horler, CEO of Dentsu Aegis Network US.

“We are thrilled to join the Dentsu Aegis Network and look forward to bringing Accordant’s data-driven marketing capabilities to a larger group of world-class marketers,” said Art Mudoon, co-CEO of Amnet US. “We know the Amnet team well, and have always respected their position in the market. We look forward to joining our teams together,” he added.

“Our ATSTM platform is a powerful tool for data-driven, programmatic marketers,” said Matt Greitzer, co-CEO of Amnet US. “We are extremely excited to give Amnet clients the opportunity to tap into our leading edge technology.”

Amnet has grown significantly over the course of the last 5 years, and is now represented in 42 markets and counts over 640 people in its ranks.

According to eMarketer, more than two-thirds of all digital display advertising will be purchased programmatically in 2016. In the US, programmatic digital display ad spending will reach £16.7bn ($22.1bn) in 2016 and is expected to grow by 24.3% to £20.7bn ($27.5bn) in 2017.

JEGI, a New York City based investment bank serving the global media, information, marketing and technology sectors, represented Accordant in the transaction. Financial terms were not disclosed.

About Dentsu Aegis Network
Part of Dentsu Inc., Dentsu Aegis Network is made up of nine global network brands – Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with around 32,000 dedicated specialists.

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Boost Media raises $19m to fuel product expansion & engineering workforce

November 20th, 2014 No comments

Boost Media LogoBoost propels it’s latest funding announcement on boarding two new execs to the growing team on top of celebrating its billion milestone of paid search ads optimized for 100 leading global brands.

Boost Media, a rapidly growing leader in creative optimization marketing technology, announced that it has raised million in Series C funding, led by Battery Ventures. Other participating investors include Javelin Venture Partners, Pinnacle Ventures, Webb Investment Network and individual investors. Battery General Partner Roger Lee has also joined Boost Media’s board of directors.

Boost will use this latest wave of funding to grow its innovative product and its engineering teams, expand its product reach beyond paid search and into social, display and mobile ad optimization, provide customers deeper analytics on creative strategies, and spur international growth.

What differentiates Boost Media is the company’s unique blending of machine-learning algorithms with a curated network of human writers and designers. This helps customers optimize their online advertising like never before, increasing ad performance, and ultimately, revenue and profit. With the Boost Cloud™, organizations can marry the natural creativity of individuals with the automation and efficiency of a cloud-based platform to generate ad copy at scale. Marketers can also test and activate new creative strategies to drive engagement and performance. In other words, digital marketers can finally understand not just which strategies work, but also why.

To date, the company’s technology has powered billion in paid search ads for 100 premium global brands across the retail, education, financial, healthcare and insurance, casual gaming, auto and travel verticals.

“The substantial growth we’ve seen demonstrates how urgently companies need professional and profitable solutions to manage and grow their marketing campaigns,” said David Greenbaum, founder and CEO of Boost Media. “This latest round of financing validates the service we provide and represents a strong vote of confidence in our vision, team and business model.”

Roger Lee of Battery Ventures said, “Creative optimization has become an invaluable weapon for digital marketers. The Boost team has built a very innovative solution to help marketers dramatically improve campaign efficacy, and we look forward to working with them as they continue to lead this important sector.”

Led by Chief Technology Officer Shawn Kernes, Boost’s product and engineering teams employ industry-leading technologies such as big data, image-object recognition, natural-language processing and text analytics to help customers optimize their ads amid an increasingly competitive paid search market. Business partners include Marin Software, Google DoubleClick Search, Facebook, Yahoo! and Kenshoo.

In addition to the funding, Boost has expanded its executive team with two new hires. Michael Feldman has joined the company as senior vice president of business development and Jeff McCarthy has been named vice president of customer success. Feldman was previously the head of business development for search ads at Google, while McCarthy was senior vice-president of client services at Marketo. McCarthy also has held executive roles at Adobe and MarkMonitor.

About Boost Media
Boost Media, the leader in creative optimization, has delivered more than $1 billion in optimized digital ads for leading brands. Using the Boost Cloud, a SaaS platform built for advertisers and agencies, marketers can source, test and optimize ad creative across search, social, display, and mobile. Boost also provides unprecedented insights that let marketers pinpoint which creative strategies are working and why. Based in San Francisco, Boost is used by more than 100 leading global brands to drive performance and mindset.

Online advertising revenues hit $7.3 billion in Q1 of 2011

May 26th, 2011 No comments

Folks, while no mention of whether the ad revenue represents a particular region or continent, I’m going to assume this data represents US only. There’s also an interesting point that points that uses 2010 channel revenue breakdown and assumes Paid Search is half of the .3 billion which is great news, however, the caveat is that they compared to very different sets of data.

Internet advertising revenues in the U.S. hit $7.3 billion for the first quarter of 2011, representing a 23 percent increase over the same period in 2010, according to figures released today by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC). This marks the highest first-quarter revenue level ever for the industry and a significant increase over last year’s first-quarter revenue level, which had been the highest on record to date.

“The consistent and considerable year-over-year growth we’re seeing demonstrates that digital media is an increasingly popular destination for ad dollars, and for good reason,” said Randall Rothenberg, President and CEO of the IAB. “As Americans spend more time online for information and entertainment purposes, digital advertising and marketing has emerged as one of the most effective tools businesses have to attract and retain customers.”

“The year-on-year 23 percent increase in first quarter revenues is not just impressive in its own right, but especially so when you take into account the fact that 2010 was a record-breaking year itself for Internet advertising revenue,” said David Silverman, a partner at PricewaterhouseCoopers LLP. “These numbers indicate that the interactive advertising field hasn’t simply bounced back since the recession; it’s growing with dynamic energy.”

The following chart highlights quarterly ad revenue since 1999; dollar figures are rounded.

The IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered the most accurate measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, free e-mail providers, and all other companies selling online advertising.

The full report is issued twice yearly for full and half-year data, and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information. Past reports are available at

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

About the PwC Network
PwC firms provide industry-focused assurance, tax and advisory services to enhance value for their clients. More than 161,000 people in 154 countries in firms across the PwC network share their thinking, experience and solutions to develop fresh perspectives and practical advice. See for more information.

© 2011 PwC. All rights reserved. “PwC” and “PwC US” refer to PricewaterhouseCoopers LLP, a Delaware limited liability partnership, which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate and independent legal entity.

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

AdSafe Media launches new performance and profit analytics solution during Ad:Tech week

April 12th, 2011 No comments

AD:TECH SF 2011 BOOTH #1713 — AdSafe Media, the rating standard of online media launches of AdSafe Performance Control, its new Performance and Profit Analytics Platform for agencies and advertisers. Developed in conjunction with several Fortune 500 brands and the online advertising industry’s leading digital agencies, AdSafe’s new platform can be used to determine attribution and effective buying strategies via real-time analytics that deliver critical and actionable data to help media buyers identify areas of opportunity and better monetize their display advertising campaigns.

“We are excited about the opportunities that this will afford our clients,” said David Hahn, SVP Product Management, AdSafe Media. “This new platform is a powerful tool which will help marketers understand and affect change on campaign performance and outcome as soon as the campaign goes live providing actionable insights in real time that improve buying decisions, campaign effectiveness and reducing make goods and increasing ROI.”

AdSafe’s Performance Control is currently in beta testing with several Fortune 500 brands and their agencies that are using the platform to:

Determine attribution and effective buying strategies
Determine correlation between conversions and media placement
Influence future buying decisions, improve media planning
Explore different attribution tests in real-time to affect change on campaign outcome

AdSafe’s Performance Control provides continuous, real-time analysis of a campaign as soon as it goes live offering rich metrics such as visible and invisible ad delivery, time of day and device type (i.e. tablets, mobile phone or desktop), conversions and media placement, among other key data points. Daily diagnostic metrics track the rating of inventory, enabling advertisers and agencies to easily improve campaign effectiveness by identifying areas of higher opportunity, performance, return and optimization.

About AdSafe Media
AdSafe Media is the rating standard of online media. AdSafe uses proprietary algorithmic modeling and human verification to rate the brand safety of content on commercially supported web pages via the AdSafe Content Rating System. AdSafe’s BrandSafe Firewall enables brands, agencies and ad-networks to prevent advertising from appearing on publisher web pages that do not conform to brand guidelines. AdSafe’s Network Monitor platform enables ad-networks and publishers to identify and segment problematic site content, increasing monetization of display inventory. AdSafe is headquartered in New York, NY with operations in California and London, England.

Source: AdSafe Media

Paid search and display advertising underperform compared to social activity

April 11th, 2011 No comments

Research released last week by appssavvy finds that advertising integrated into the social activities occurring across social games, applications and web sites, is one of the most effective forms of digital marketing. We at Bitshelf do not agree with the methodology and approach used to arrive at the findings. Search and Display are not entirely engagement oriented vehicles as is social. As a result it’s not surprising that activity within social media and gaming-sphere will out perform compared to display and search.

I would have loved to have seen a bit more of an apples to apples comparison in the EDIs below. Also, lest we forget that the report is biased simply because it’s from appssavvy.

The appssavvy report: Social Activity Index – Measuring the Effectiveness of Social Advertising (Download free at: found social activity advertising rivals paid search in terms of effectiveness, outperforms standard display ads by a multiple of 11 and more than doubles the performance of rich media.

“The web has changed significantly thanks to social media, but advertising hasn’t,” said Chris Cunningham, co-founder and CEO of appssavvy. “Understanding what people are doing provides advertisers the opportunity to leverage social activities and deliver advertising that captures both context and intent. The Social Activity Index clearly demonstrates the eye-opening effectiveness this new form of digital marketing is driving.”

Performance is measured and based on data from appssavvy spanning 170 U.S. social activity campaigns in 2010 and industry benchmarks by eMarketer ( The index used Equivalent Display Impressions (EDI) — a metric defined by appssavvy to provide a cost weighted measure of an ad format’s ability to drive brand engagement. It finds EDI by ad format as follows:

Ad Format Equivalent Display Impressions (EDI)
Paid Search 12.2
Social Activity 11.4
Rich Media 5.3
Display 1.0

Social activity advertising involves delivering brand messages within activities or events that occur within social games, applications or web sites. Examples of these activities include sending a virtual gift, playing a branded level within a game, completing a poll or quiz, or entering a photo contest, to name a few. Upon completion of an activity, a social ad is delivered. These ads combine brand messaging with social calls to action such as sharing, following, or Like-ing.

When it comes to social activity advertising, social games deliver the highest performance, and outperform all ad formats, including, notably, paid search. The EDI for Paid Search, again, is 12.2, while Social Gaming drove EDI of 15.2. The strong performance of social games advertising is driven by virtual goods gifting and decorative items, and the completion of branded integrations into game play:

Social Games Ad Format Equivalent Display Impressions (EDI)
Gift 37.0
Decorative Item 21.5
Mission/Quest 21.0
Display 1.0

Additionally, the appssavvy Social Activity Index found 2.1 percent of all social activity ads are shared to social networks, such as Facebook and Twitter, resulting in hundreds of millions of additional earned media impressions.

Research Details
The Social Activity Index is the result of an analysis of 170 U.S. campaigns in 2010 planned and delivered by appssavvy on behalf of brands, including Microsoft, Visa and McDonald’s, to name a few. These campaigns ran across 20 social activity partners, including ngmoco, LivingSocial and Zynga, spanning Facebook, mobile and web platforms. appssavvy social activity campaigns resulted in more than 200 million social activities completed.

About appssavvy
appssavvy rethinks the relationship between delivery and reception of advertising. We partner with leading web publishers and developers to uncover what people are doing across the Internet. Understanding people and their actions is what enables appssavvy, and the brands and agencies that we work with, to leverage and experience social activity. Today, the appssavvy Social Activity Platform connects more than 293 million people performing 1.4 billion social activities each month with brands.

Source: appssavvy

Download the appssavvy Social Activity Index report.