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Posts Tagged ‘Mobile Marketing’

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 amobee.com 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 tru-signal.com or at the company’s Audience Matters blog and follow TruSignal on Twitter, LinkedIn and Facebook.

Verizon to acquire Yahoo’s operating business for $4.8 billion

July 31st, 2016 No comments

Verizon Communications Inc. (NYSE, Nasdaq: VZ) and Yahoo! Inc. (Nasdaq: YHOO) have entered into a definitive agreement under which Verizon will acquire Yahoo’s operating business for approximately $4.83 billion in cash, subject to customary closing adjustments.

Yahoo informs, connects and entertains a global audience of more than 1 billion monthly active users including 600 million monthly active mobile users through its search, communications (email and blogs) and digital content products. Yahoo also connects advertisers with target audiences through a streamlined advertising technology stack that combines the power of their data, content and technology.

“Just over a year ago we acquired AOL to enhance our strategy of providing a cross-screen connection for consumers, creators and advertisers. The acquisition of Yahoo will put Verizon in a highly competitive position as a top global mobile media company, and help accelerate our revenue stream in digital advertising.”

Lowell McAdam, Verizon Chairman and CEO
Yahoo will be integrated with AOL under Marni Walden, EVP and President of the Product Innovation and New Businesses organization at Verizon.

“Yahoo is a company that has changed the world, and will continue to do so through this combination with Verizon and AOL. The sale of our operating business, which effectively separates our Asian asset equity stakes, is an important step in our plan to unlock shareholder value for Yahoo. This transaction also sets up a great opportunity for Yahoo to build further distribution and accelerate our work in mobile, video, native advertising and social.”

Marissa Mayer, CEO of Yahoo
Mayer added, “Yahoo and AOL popularized the Internet, email, search and real-time media. It’s poetic to be joining forces with AOL and Verizon as we enter our next chapter focused on achieving scale on mobile. We have a terrific, loyal, experienced and quality team, and I couldn’t be prouder of our achievements to date, including building our new lines of business to $1.6 billion in GAAP revenue in 2015. I’m excited to extend our momentum through this transaction.”

“Our mission at AOL is to build brands people love, and we will continue to invest in and grow them. Yahoo has been a long-time investor in premium content and created some of the most beloved consumer brands in key categories like sports, news and finance.”

Tim Armstrong, CEO of AOL
Under Armstrong, AOL has invested in and grown global premium brands, including The Huffington Post, TechCrunch, Engadget, MAKERS and AOL.com, and market-leading programmatic platforms — including ONE by AOL for both advertisers and publishers.

Armstrong added, “We have enormous respect for what Yahoo has accomplished: this transaction is about unleashing Yahoo’s full potential, building upon our collective synergies, and strengthening and accelerating that growth. Combining Verizon, AOL and Yahoo will create a new powerful competitive rival in mobile media, and an open, scaled alternative offering for advertisers and publishers.”

The addition of Yahoo to Verizon and AOL will create one of the largest portfolios of owned and partnered global brands with extensive distribution capabilities. Combined, AOL and Yahoo will have more than 25 brands in its portfolio for continued investment and growth. Yahoo’s key assets include market-leading premium content brands in major categories including finance, news and sports, as well as one of the most popular email services globally with approximately 225 million monthly active users****. Additional technology assets in the advertising space include Brightroll, a programmatic demand-side platform; Flurry, an independent mobile apps analytics service; and Gemini, a native and search advertising solution.

The deal is subject to customary closing conditions, approval by Yahoo’s shareholders, and regulatory approvals, and is expected to close in Q1 of 2017. Until the closing, Yahoo will continue to operate independently, offering and improving its own products and services for users, advertisers, developers and partners.

Verizon will generally issue cash-settled Verizon RSUs for Yahoo RSUs that are outstanding at the close.

The sale does not include Yahoo’s cash, its shares in Alibaba Group Holdings, its shares in Yahoo Japan, Yahoo’s convertible notes, certain minority investments, and Yahoo’s non-core patents (called the Excalibur portfolio). These assets will continue to be held by Yahoo, which will change its name at closing and become a registered, publicly traded investment company. Yahoo will provide additional information about the investment company at a future date.
Transaction will create a new rival in mobile media technology reaching over 1B users* with an unrivaled roster of the world’s most beloved brands.

Yahoo intends to return substantially all of its net cash to shareholders and will determine and communicate a specific capital return strategy at an appropriate time.

LionTree Advisors, LLC, Allen & Company LLC, Bank of America Merrill Lynch and Guggenheim Securities, LLC are acting as financial advisors to Verizon. Wachtell, Lipton, Rosen & Katz, Gibson, Dunn & Crutcher LLP, Covington & Burling LLP and Winston & Strawn LLP are acting as legal advisors to Verizon.

Goldman, Sachs & Co., J.P. Morgan Securities LLC and PJT Partners are acting as financial advisors to the Yahoo Board and its Strategic Review Committee. Skadden, Arps, Slate, Meagher & Flom LLP, Wilson Sonsini Goodrich & Rosati and Weil Gotshal & Manges LLP are acting as legal advisors to Yahoo. Cravath, Swaine & Moore LLP is independent legal advisor to Yahoo’s Strategic Review Committee.