Adap.tv News

Advertising Assurance: A Global, Multi-Lateral Approach to Protecting Brand Safety in Video Advertising

Categories: Adap.tv News    ||    Posted on: April 10, 2014

By Sean Crawford, Vice President, Global Head of Inventory

Video advertising continues to grow more than 40 percent every year, according to eMarketer. It’s no surprise that the influx of money and interest in the space has attracted very sophisticated criminal organizations and enticed others to employ gimmicks and games to take advantage of advertisers.

Adap.tv has always understood that the future of TV and video depends on maintaining the efficacy of the Web, and, to that end, has always had safety as its top priority to bring greater transparency and accountability to video buyers and sellers globally.

Today, we are unveiling the evolution of our efforts: Advertising Assurance, a set of adaptive measures that aim to protect brand investments in the industry’s largest, safest and most diverse video marketplace.

Advertising Assurance draws upon existing first- and third-party technologies integrated to work in tandem with each other within Adap.tv’s buyer and seller platforms, Audience Path and Demand Path respectively. Protecting those transacting in video requires a multi-lateral approach, addressing the industry-wide issues of fraud, viewability and placement accuracy together, rather than piecemeal. Advertising Assurance provides marketers with a crystal clear understanding of and actionable insights about the audiences they are reaching within video.

We understand that those who seek to defraud the system will use any number of known and yet unknown tactics to do so – what worked yesterday may not necessarily work tomorrow. We have brought together the best available technologies, from our own development (such as the industry’s first certified viewability solution for video) and through third-party partnerships, which adapt to the tactics of those who seek to maliciously take advantage of video advertising.

An open technology platform allows us to extend our brand safety developments with powerful third-party solutions, and we are happy to announce a key integration with Integral Ad Science, a leading global provider of actionable advertising intelligence in real-time. They have been an important complement in our efforts to stay ahead of the latest issues threatening the value of video advertising.

Avi Goldwerger, VP of Marketing, Integral Ad Science, added: “Through this partnership, Adap.tv can utilize data to protect their clients by ensuring that all ads are served to humans and that the media placement is brand safe, appropriate and reflects favorably on the brand.”

Because methodologies and technical capabilities vary widely, we continue to experiment with and evaluate additional partner solutions to augment and optimize our efforts, and they are made available through Adap.tv’s App Center, a centralized place to discover, integrate and manage best-in-breed ad and safety technologies.

While Adap.tv has taken one of the most aggressive approaches to protecting brand safety in video, we know it requires an even greater, concerted effort by the whole industry to create the standards and processes within which video advertising can safely thrive. The IAB’s Traffic of Good Intent Task Force (TOGI) is leading the way on that front and has already produced valuable guidelines, with input from Adap.tv, Integral Ad Science and other digital leaders, to help identify, understand and raise awareness of fraud and other issues. Similarly, the Media Rating Council (MRC) and IAB are moving to improve the quality of measurement and standardize viewability metrics, and we highly encourage adoption of their guidelines once finalized for video advertising.

We also encourage additional collaboration within the advertising community to continue offering a united front against those scheming to take advantage of the global trend of internet-delivered video, and we will continue our multi-lateral effort to bringing greater value to marketers around the world.

For more information about Adap.tv’s Advertising Assurance, contact us at safetyfirst@adap.tv or reach out to your Adap.tv client representative.

AOL Partners with IPG Mediabrands to Introduce ONE at ad:tech San Francisco

Categories: Adap.tv News    ||    Posted on: March 28, 2014

Almost every industry has been improved with mechanization, or the activation of machines to free humans from manual processes.

It happened in farming, with the introduction of motorized equipment.

It happened in finance, when systems were introduced to open up trading to wider segments of the population.

It even happened in shipping, when Malcom McLearn (“the father of containerization”) dramatically improved loading speeds for ships and enabled massive reduction in labor costs beginning in the 1950s.

Mechanization is at the heart of some of the greatest innovations over the past few centuries, yet one segment has not been as impacted by this phenomenon: marketing. As sophisticated as technology and the Internet is in some ways, in others it’s more absurdly manual than industries such as shipping were in the beginning of the last century.

AOL CEO Tim Armstrong and AOL Platforms CEO Bob Lord took the stage at ad:tech San Francisco to share a vision for advertising that activates the full potential of mechanization: ONE by AOL.

Mechanization is the future of advertising, harnessing the power of automation coupled with the ingenuity and creativity of humans to return the full value of media to advertisers and publishers worldwide.

Through ONE, AOL is committing to mechanize marketing so that advertisers and publishers can tap digital innovation to drive growth and efficiency. We’ve heard a lot over the past couple of years about programmatic – but that’s only part of this massive industry shift. Bob said it best on stage with the analogy that “programmatic is to the ad tech world what mechanization will be to marketing.”

Over the next four years, $100 billion will be spent around the world on programmatic, or automated advertising; but the value of those transactions are threatened by an increasingly complex web of features and companies standing between an advertisers and a publisher.

Up to $75 billion of value will be lost to the tech tax associated with doing business in digital advertising, a far cry from traditional TV economics that shows much greater value to both publishers and advertisers.

By bringing together the best of AOL Platforms’ technologies – across Adap.tv, AOP, MARKETPLACE and others – AOL is moving ahead with the strategy laid out four years ago of building a growing media and technology company focused on platforms, content and advertising across all screens and all markets.

We are not alone on this adventure, however. Tim and Bob both spoke of the tremendous feedback they received from advertisers and agencies about the need for simplicity in advertising. (Some media companies, for example, still use fax machines to conduct business.)

IPG’s MAGNA GLOBAL has fully embraced advertising’s automated future and has publicly stated that they plan to deliver 50 percent automation to their North American buying process by 2016, with other international markets following closely behind.

And to reach that goal, Matt Seiler, Global CEO of IPG Mediabrands, joined Tim and Bob on stage to declare that Mediabrands has selected AOL as a primary platform partner to execute on that commitment.

According to Matt, “Partnering with AOL allows us to take full advantage of the power of automation to both execute smart investments more quickly, as well unlock custom content and high-touch solutions through newly available resources.”

The announcement of ONE by AOL is certainly an exciting milestone for the industry, and shows a real path towards a mechanized future where powerful technology platforms help to drive creativity in media rather than add cumbersome layers of complexity.

For more about ONE by AOL, go to www.onebyaol.com.

5 Ways Programmatic TV Is Going to Change Video Advertising as You Know It

Categories: Adap.tv News    ||    Posted on: March 3, 2014

Adap.tv has unveiled the addition of TV to its programmatic buying platform, Audience Path.

Great!

Wait…what does that mean?

Basically, programmatic technology gives marketers a really powerful tool in being able to reach increasingly fragmented audiences across screens.

Programmatic TV, specifically, provides buyers of video ads the best of both the TV and digital worlds – the ability to transact against traditional age/sex TV demographics, while automatically optimizing ad spend using customized, more precise audience segments.

MAGNA GLOBAL, the investment and intelligence unit of IPG Mediabrands, is a first-mover in the programmatic TV space and has already run digital and TV campaigns through Adap.tv’s Audience Path platform.

So, what does this mean for TV? For digital? For media in general?

Here are five ways in which programmatic TV is the beginning of the future of media:

- Audience buying. Yes, more buzzwords, but this one is really important in understanding how TV is changing. Madison Avenue is very quickly changing from “buying media” (“I want a 30-second ad during Big Bang Theory”) to “buying audiences” (“I want to find and advertise to 5 million women who like mixed martial arts”). This small shift in how marketers are thinking and allocating their budgets is actually no small feat from a technology perspective, which automation and programmatic is solving for.

- Big data. With the ability to find much more specific audiences comes the need for marketers to have much more information, from multiple sources, at their disposal. So, data, lots of it, is key to making this all work.

- Less irrelevant commercials. People, like snowflakes, are very different from one another. Which is why mass TV advertising, though provides a huge reach, does not necessarily mean ad dollars are being spent the most effective way. Programmatic TV is eventually going to be able to execute what is called addressable TV, or the ability for advertisers to selectively segment TV audiences and serve different ads to each individual.

- Works in tandem with upfront buys. The super majority of TV advertising dollars are committed upfront, and those direct deals aren’t going to go away any time soon. But, for marketers, programmatic, with the addition of TV, allows them to avoid sales channel conflict and confusion by only selling data-defined audiences, never specific shows, networks, geographies or time slots, and do it in conjunction with any digital ad buys they may want to commit.

- TV is really the last frontier of the digital revolution. For as much as many like to say that TV is dying, TV has never been stronger — across screens, people have never watched more video content ever. But, for marketers, this cross-screen fragmentation presents many technological obstacles, which programmatic has begun to solve on the digital side. Twenty or 30 years ago, a marketer could do a single buy on TV and be pretty sure that they were going to hit the majority of Americans who were still relatively offline. Programmatic is helping to make that “single-click buy” a reality again, in a world filled with smartphones, tablets, computers and, yes, TV screens still.

WWPC Recap: Get With the Program(matic)

Categories: Adap.tv News    ||    Posted on: January 16, 2014


Yesterday, hundreds of executives from more than 65 major media publishers around the world convened in New York City for Adap.tv’s inaugural Worldwide Publisher Conference. The event’s focus was on programmatic advertising and how publishers are adopting technology and data to protect and drive video revenue across screens.

Setting the tone for the day’s discussions were AOL CEO Tim Armstrong – who called video the “plastics” of the next 10 years – and Adap.tv CEO Amir Ashkenazi. Both covered the “Age of Choice,” or today’s reality that audiences are choosing to view content on many different screens, and equating it to the disruption that mainstream TV had on media when it was first introduced. The answer: automation across screens, and the activation of data to be able to effectively reach fragmented audiences.




And that was echoed many times throughout the day, with executives from The Weather Channel, BBC, The Guardian, USA TODAY, and others agreeing that publishers who have yet to adopt a strategy around programmatic should be concerned. IPG’s MAGNA GLOBAL is estimating that 50 percent of its clients’ buys will be through automation by 2016, so publishers not embracing programmatic are essentially setting themselves up to not compete for half of media dollars in a few years.

The Weather Channel offered an interesting case study to attendees: the company had no programmatic strategy 18 months ago, and today is one of the biggest success stories in programmatic and video. The company’s CRO, Curt Hecht discussed with AOL Networks CEO Bob Lord the initial hurdles of applying automated tools into their selling process, and how putting the right people in the right place – such as their VP of Programmatic Jeremy Hlavacek – has allowed them to increase overall CPMs by balancing their direct and programmatic sales.

Arianna Huffington, president and editor-in-chief at The Huffington Post Media Group, took the stage for the event’s featured keynote, which focused on how publishers can future-proof their business. “The bad news is…you can’t future-proof your business,” the media magnate said. The upside is that you can future-proof yourself, and that rediscovering the human side to themselves – rather than being in a “constant state of breathlessness” and burrowing ourselves into our digital devices – publishers will be able to connect with their audiences in a much deeper, meaningful level. She pointed to social media as a huge part of rediscovering that connection, as well as allowing information and content to be ubiquitous and freely available.

Overall, the six-hour event highlighted the tremendous opportunities that publishers have in changing their perspective from legacy media models, of using technology and data to better connect with their audiences and to scale their business for a global video world.

Interviews and session videos from WWPC will be posted as available on Adap.tv’s Video Wire blog.

New Adap.tv Demand Path Features Increase Mobile Revenue Opportunities for Publishers

Categories: Adap.tv News    ||    Posted on: January 14, 2014

We are excited to announce that version 3.6 of the Demand Path platform is available to customers.  Exciting new features will enable publishers to increase monetization of their mobile inventory and improve user experience including:

  • Expand their access to buyer demand on Google DFP, AdSense and any VAST compliant ad server
  • Connect to Adap.tv as a demand source using a server-to-server ad tags.
  • Enhance advertiser targeting of their inventory through unique device & user identifiers
  • Improve buyer access to mobile app RTB inventory

Lets look at each of these key features in more detail:

Expand Access to Buyer Demand on Google DFP, AdSense and VAST ad servers
Adap.tv integrated Google Interactive Media Ad (IMA) javascript support into the Adap.tv HTML5 JS SDK, so publishers could access advertiser demand from Google DFP, or any VAST-compliant ad server.  Access to additional demand, should enable publishers to increase their advertising fill rate and revenue opportunity.

How does this work? The IMA javascript SDK exposes a set of APIs that allow Adap.tv publishers to make ad requests to the DFP network or VAST-compliant ad server, interpret the ad response, and report metrics back to the ad server.  The  most common scenario would be for displaying pre-rolls or overlays in video content.

Connect to Adap.tv as a demand source using a server-to-server ad tags.

Mobile ad-networks can now send ad tag requests through a server-to-server connection with the Adap.tv Marketplace.   Server-to-server connections are much more efficient, so this will enable mobile publishers and SSPs to reach demand sources faster.

This improved performance in managing ad requests, can also lead to a better mobile user experience.  Mobile users are sensitive to the latency required to receive a mobile video ad, so anything that speeds up this process would be beneficial.

With this new support, the ad request can be made from the mobile inventory server to the Adap.tv server.  This will reduce ad latency by eliminating the need to send the request from the mobile device.   For the mobile user, they should receive their ad faster and have a better user experience.

Enhanced Mobile Targeting with Unique Device and User Identifiers
Given it is hard to use cookies to target users across mobile and desktop devices, there are a few proposed solutions to solve this challenge.  They include unique device identifiers.

With version 3.6, mobile publishers can now pass the IDFA (iOS ID for Advertisers) or Android ID, and other identifiers including IP address.  This should improve the ability of publishers using Adap.tv’s Demand Path to deliver enhanced targeting of their mobile inventory.

Improve Buyer Access to Mobile App RTB inventory
The last feature we will talk about in release 3.6, is the added Macro support for placing the App name in third party ad tags and RTB bid request URLs.  This enables publishers to pass the mobile app name connections to 3rd party advertiser demand sources.  This should make it more efficient to onboard and expose publisher mobile inventory to RTB buyers.

Additional information for these updates can be found in the Adap.tv console, or contact your Adap.tv’s publisher client services team at publishers.marketplace@adap.tv.

New Adap.tv Demand Path Features Increase Mobile Revenue Opportunities for Publishers

Categories: Adap.tv News    ||    Posted on: January 14, 2014

We are excited to announce that version 3.6 of the Demand Path platform is available to customers.  Exciting new features will enable publishers to increase monetization of their mobile inventory and improve user experience including:

  • Expand their access to buyer demand on Google DFP, AdSense and any VAST compliant ad server
  • Connect to Adap.tv as a demand source using a server-to-server ad tags.
  • Enhance advertiser targeting of their inventory through unique device & user identifiers
  • Improve buyer access to mobile app RTB inventory

Lets look at each of these key features in more detail:

Expand Access to Buyer Demand on Google DFP, AdSense and VAST ad servers
Adap.tv integrated Google Interactive Media Ad (IMA) javascript support into the Adap.tv HTML5 JS SDK, so publishers could access advertiser demand from Google DFP, or any VAST-compliant ad server.  Access to additional demand, should enable publishers to increase their advertising fill rate and revenue opportunity.

How does this work? The IMA javascript SDK exposes a set of APIs that allow Adap.tv publishers to make ad requests to the DFP network or VAST-compliant ad server, interpret the ad response, and report metrics back to the ad server.  The  most common scenario would be for displaying pre-rolls or overlays in video content.

Connect to Adap.tv as a demand source using a server-to-server ad tags.
Mobile ad-networks can now send ad tag requests through a server-to-server connection with the Adap.tv Marketplace.   Server-to-server connections are much more efficient, so this will enable mobile publishers and SSPs to reach demand sources faster.

This improved performance in managing ad requests, can also lead to a better mobile user experience.  Mobile users are sensitive to the latency required to receive a mobile video ad, so anything that speeds up this process would be beneficial.

With this new support, the ad request can be made from the mobile inventory server to the Adap.tv server.  This will reduce ad latency by eliminating the need to send the request from the mobile device.   For the mobile user, they should receive their ad faster and have a better user experience.

Enhanced Mobile Targeting with Unique Device and User Identifiers
Given it is hard to use cookies to target users across mobile and desktop devices, there are a few proposed solutions to solve this challenge.  They include unique device identifiers.

With version 3.6, mobile publishers can now pass the IDFA (iOS ID for Advertisers) or Android ID, and other identifiers including IP address.  This should improve the ability of publishers using Adap.tv’s Demand Path to deliver enhanced targeting of their mobile inventory.

Improve Buyer Access to Mobile App RTB inventory
The last feature we will talk about in release 3.6, is the added Macro support for placing the App name in third party ad tags and RTB bid request URLs.  This enables publishers to pass the mobile app name connections to 3rd party advertiser demand sources.  This should make it more efficient to onboard and expose publisher mobile inventory to RTB buyers.

Additional information for these updates can be found in the Adap.tv console, or contact your Adap.tv’s publisher client services team at publishers.marketplace@adap.tv.

Adap.tv Audience Path v3.6 Advances Nielsen Online Campaign Ratings and comScore vCE Optimization and Measurement

Categories: Adap.tv News    ||    Posted on: January 8, 2014

We are excited to announce that version 3.6 of the Audience Path platform for advertisers is available to customers. The highlights from our latest cycle of product upgrades includes expanded support of Nielsen’s and comScore’s online campaign measurement solutions. These solutions are available directly from the Adap.tv platform through the video ad industry’s first App Center.




Lets look at each of the key features in more detail:

Expansion of the Nielsen Online Campaign Ratings and comScore vCE app in more global markets
The programmatic video phenomenon is not just happening in the US and UK – video is going global, and the need for technology that can scale as quickly is key to capitalizing on that growth.

To that end, we are pleased to announce an expanded roll-out of the Nielsen Online Campaign Ratings and comScore validated Campaign Essentials (vCE) apps in our App Center, a centralized place to discover, integrate and manage best-in-breed ad technologies for TV and video.

In addition to the U.S. and U.K., Nielsen Online Campaign Ratings is now also available in Australia among other international markets. Users in those markets can now access and activate Online Campaign Ratings to offer digital audience guarantees.

comScore’s validated Campaign Essentials (vCE) is also available in the U.S., U.K. and Australia through Adap.tv’s App Center. With vCE, Adap.tv’s clients can take advantage of deeper campaign insights into the composition of target audiences, in-flight reporting and daily alerting for convenient and effective video ad campaign management.

The comScore integration ensures that Adap.tv’s global clients will be among the first to access future upgrades to the vCE ad delivery validation solution.

Support for 3rd-party login credentials within Nielsen Online Campaign Ratings app
Simplifying the user experience is really important to us. Nobody wants to have to use multiple different websites and services to get things done. To that end, customers can now use their own Nielsen account to track campaigns running through the Adap.tv Audience Path console when installing the Nielsen App.

This simplifies the reporting process for our users, integrating Nielsen’s solutions directly into the Adap.tv platform for a more seamless experience. Customers will use their account relationship with Nielsen to pay them for the use of the Nielsen Online Campaign Ratings app.

Updates to comScore’s vCE App to support viewability
Adap.tv has expanded its app support of comScore’s vCE to include viewability. Customers can now use the same comScore vCE app for both audience measurement and viewability.

This update also includes campaign-level installation of the comScore vCE app, which provides additional flexibility for advertisers when choosing key performance indicators for their video campaigns.

Additional information for these updates can be found in the Adap.tv console, or contact your Adap.tv’s advertiser client services team at advertisers.marketplace@adap.tv.

Adapt Conference Sydney: The Path to Premium Programmatic [Video]

Categories: Adap.tv News    ||    Posted on: December 10, 2013

Post Popularity Graphing by Knowledge Ring