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DataMediaTechnologyTrends

Programmatic Buying: Accountability & Transparency in Focus

September 9, 2020 — by Lauren Fritsky

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We are excited to announce our series with Beet.TV “Programmatic Buying: Accountability & Transparency in Focus,” which explores how we can build an accountable, addressable and aligned digital media supply chain to solve for the interconnection of brand-safe advertising, funding of quality publishers and consumer respect. Check out the first videos from Jeremy Steinberg, our Global Head of Ecosystem, and Tom Kershaw, CTO at our partner Magnite, below, and check back for more to come from IBM, LiveRamp, PubMatic, Tru Optik, Oracle, TRUSTX and MMA.

DataMediaTechnologyTrends

Accountability is a Top Priority for Marketers Who Seek Greater Transparency into the Supply Chain

August 19, 2020 — by MediaMath

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“There’s so much good that’s associated with programmatic in being able to make much more intelligent, real-time, data-driven decisions, but the supply chain is complicated and messy and hard to penetrate and confusing for a lot of brands and their agencies.”

Those words were spoken by Joanna O’Connell, vice president and principal analyst at Forrester, in her interview with Beet.TV on the issues around transparency and trust in our current digital media supply chain.

In July 2020, MediaMath commissioned a custom study executed by Forrester Consulting called “Confident Media Spending Requires A More Transparent And Addressable Supply Chain” which shows that of 220 advertisers surveyed, 55% cite challenges working across partner ecosystems and 48% say having less visibility into costs and fees is contributing to less transparency in the digital media supply chain today.

Watch more in the video with O’Connell below and download “Confident Media Spending Requires A More Transparent And Addressable Supply Chain” here.

EducationMediaTechnologyTrends

How CTV is Driving Greater Accountability and Addressability in Marketing

December 16, 2019 — by Laura Rodriguez-Costacamps

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We are in a golden age of TV content, much of which is only available in connected environments, not through traditional linear. Consumers are inherently drawn to the superior viewing experience TV offers, and publishers are following suit, running a significant amount of their impressions on connected TV platforms. This shift from linear to CTV is enhancing advertisers’ abilities to reach and engage consumers, lowering rates of general invalid traffic and leading to higher video completion rates for premium publishers. And as we’re seeing through our SOURCE by MediaMath offering, brands and agencies can use CTV to reach real people with real ads, helping embed greater accountability and addressability into the entire supply chain.

We recently sat down with Adam Lowy, Chief Commercial Officer at SOURCE by MediaMath partner, Telaria, and our own resident TV experts Mike Fisher, VP/Head of Advanced TV & Video, and Aulden Kaye, Director, Advanced TV & Video, to discuss why the time is now to use CTV to deepen marketers’ direct relationships with customers, and just how we can do it. Listen here.

Media

Where are Key Verticals Spending Their Digital Ad Dollars? Head of Advanced TV and Video Mike Fisher Weighs In

August 5, 2019 — by MediaMath

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As we close in on the final months of 2019, where are key verticals spending their digital ad dollars? Our Head of Advanced TV and Video Mike Fisher recently spoke with eMarketer about ad spend forecasts for TV in particular industries such as US media and entertainment and retail.

“Now Netflix is coming out with 500 original series a year and needs a way to promote that to the right viewer. You’ll see more marketing dollars shifting…to get eyeballs and promote original series with niche audiences, you need to spend more to drive eyeballs to that content that you then monetize on the backend.” 

“Retail’s great for advanced connected TV ads because you’re able to tie back an impression to either something like a Nielsen Catalina or any sort of store foot traffic, Basically, anything that is looking to drive traffic is starting to shift to connected TV.” 

For more on Mike’s insights on how TV is evolving, check out the below articles:

MediaTrends

How to Up-level the Quality of Your Supply in 2019

June 26, 2019 — by Pranjal Desai

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Programmatic is central to nearly 40% of overall planning and execution of media buying by Asia-Pacific (APAC) marketers[1]. India specifically is the fastest-growing country for digital ad spend across the globe in 2019, with a 28% boost compared to last year[2].

It is this very rapid growth that has also created challenges in the ecosystem, including a supply chain riddled with fraud, intermediaries that add little value and uncertainty of the exact path to the impression. The internet as constructed was never intended to sensibly connect the diverse and complex technologies brought to bear by the myriad or adtech and martech constituents in our industry. In fact, most of the longstanding problems we’ve seen over the last few years – such as fraud and lack of transparency—have been caused by this complexity. From the core technology service providers to third-party data providers, advertisers are often unaware of how much spend is going to intermediary fees versus publishers.

However, the future is looking brighter. Select industry players are hard at work creating a more accountable, effective, trustworthy media supply chain from which all parties—marketers, publishers and consumers—can benefit. One of the ways that starts is through access to trusted, high-quality supply that is not blocked by partners that don’t add value.

How can marketers build the best supply strategy?

All of this means that the single most important thing a marketer can do when it comes to determining the best media strategy is ‘never assume’. With high levels of complexity across the supply chain, it is vital that marketers analyse their supply strategy and avoid making the wrong call. Marketers should build or buy specialist insights required for their brand-specific marketing campaign.

For many major brands, this means building a supply team to integrate their technology into the bidding stack. However, the expense and expertise required for this remains to be a challenge for many brands, which is why choosing the right media agency is so critical. The right agency can add real value as they can pool the demand of multiple advertisers in negotiating deals, provide deep industry expertise and negotiate vertical specific deals.

But it also means partnering with the right technology vendor. There are key things to look for:

  • Adoption of the IAB’s ads.txt initiative, which increases transparency by allowing publishers to publicly declare the companies they authorize to sell their digital inventory
  • Supply-path optimization to find the most direct path to the impression by removing intermediaries
  • A supply code of conduct that specifies behaviors that your vendor will and will not tolerate from its supply partners

In the end, the aim is to use the most optimal path to reach your user rather than hoping to find the user on specific supply sources. It is pertinent to have a holistic approach to a media supply strategy which can help everyone in the ecosystem—marketers, publishers and consumers alike —get the quality they deserve.

Media

MediaMath Partners with Rubicon Project to Enhance Supply Chain Solution

June 19, 2019 — by MediaMath

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Media

MediaMath Aims to Fix Media Supply Chain Issues

June 18, 2019 — by MediaMath

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This article was originally published in Campaign US. You can read the full article here.

The programmatic company is teaming up with Rubicon Project and Havas.

The media supply chain has long been riddled with transparency issues, and MediaMath is looking to fix that in a new joint effort with Rubicon Project.

Together, the duo plans to build a strong programmatic delivery infrastructure, with Havas jumping onboard as the first to beta test the solution.

MediaMath wants to partner with agencies, brands, tech companies and publishers as part of an industry-wide effort to develop an accountable and addressable supply chain.

On a panel during the Cannes Lions Festival, MediaMath CEO Joe Zawadzki said: “In order to build trust in the supply chain, you need to know every entity involved in transactions, the value they are adding and be assured that every single one of the members share common goals. Only then can we make the necessary connections between brands and consumers across all touchpoints to drive advertiser outcomes.”

Kevin Freemore, Global COO of Dentsu Aegis Network’s Amnet Group, who was also on the panel, said that KPIs need to change and the industry has to be willing to “take a leap of faith.”

The revamped supply chain should be able to provide solutions, including end-to-end fee transparency, direct connections between buyers and sellers and focuses on the availability of brand-safe, fraud-free, viewable inventory.

“We are pleased to partner with MediaMath to create a direct and transparent programmatic delivery infrastructure,” said Michael Barrett, CEO of Rubicon Project,” in a statement.

He added: “Havas continues to pioneer the next generation ecosystem that is both clean and open as the first agency partner for this effort. In working together, we hope to lead the industry in removing the bad actors and negative headlines with SPO and addressable supply chain. Modernizing how the supply chain operates will impact and benefit the entire ecosystem.”

Media

MediaMath and White Ops Build Transparency and Trust into the Programmatic Supply Chain

June 17, 2019 — by MediaMath

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This article was originally published in Ad Tech Daily. You can read the full article here.

MediaMath, acclaimed independent programmatic company for marketers, and White Ops, the global leader in bot fraud protection, today announced a new partnership that will protect some of the world’s largest advertisers, agencies and publishers from sophisticated invalid traffic (SIVT) before it can be purchased. Partnering identity and detection solutions from both companies, MediaMath and White Ops together aim to provide transparency and build trust and accountability in the advertising ecosystem.

“MEDIAMATH IS A PIONEER IN PROGRAMMATIC ADVERTISING AND THIS PARTNERSHIP WILL HELP ENSURE THAT A FRAUD-FREE DIGITAL ADVERTISING ECOSYSTEM IS NOT ONLY NECESSARY, BUT ATTAINABLE FOR ADVERTISERS, PUBLISHERS AND CONSUMERS”

Higher rates of SIVT, such as bots acting as legitimate users, require advanced analytics, significant human intervention and other measures to detect and mitigate. Leveraging White Ops’ Human Verification technology, impressions served on the MediaMath platform will be guarded against malicious and sophisticated attempts to pocket advertising revenues in a fraudulent manner, providing a comprehensive, timely and actionable view of the supply chain.

“The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy,” said Joe Zawadzki, chief executive officer, MediaMath. “By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user. We look forward to collaborating with White Ops even further to enable marketers to see the maximum potential of their advertising investment and ensure we add true value with better access to fraud-free supply.”

MediaMath is leading an industry-wide effort to create an accountable and addressable supply chain through an alliance of agencies, brands, tech companies and publishers designed to provide long-term, sustainable solutions for a clean digital media supply chain with brand-safe, fraud-free and viewable inventory. The partnership with White Ops is one of several being developed in support of this initiative.

As part of this initiative, White Ops and MediaMath will co-locate servers globally that cover the entirety of MediaMath’s footprint. The intent is this technology will evaluate every impression MediaMath bids on, on a global basis.

“MediaMath is a pioneer in programmatic advertising and this partnership will help ensure that a fraud-free digital advertising ecosystem is not only necessary, but attainable for advertisers, publishers and consumers,” said Tamer Hassan, co-founder and chief executive officer, White Ops. “White Ops has taken tremendous measures to differentiate sources of data that constitute real human behavior in order to detect fraudulent activity. Fraud is a cybersecurity issue, not a measurement challenge – and as the threat evolves, we are innovating at a faster pace by offering dynamic and more sophisticated solutions to guard against it head-on.”

The partnership will provide added protection for MediaMath customers and the broader buying community to enjoy a fraud-free environment, providing more transparency in programmatic buying.

MediaPeople

MediaMath All Fronts Event Shows What the Future of TV Can Look Like

April 4, 2019 — by MediaMath

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Last week, MediaMath hosted a successful event focused on the future of TV with clients and publishers at its 4 World Trade headquarters. Premium TV publishers spoke about their connected TV and OTT offerings, highlighting the differentiators in their content, viewership and app environment, and learned more about MediaMath’s TV offering.

“The role that we’ve taken in the TV space is really to be the connection point between buyers and sellers, to take premium TV content, surface it, make it available to the buy-side in a way that the sell-side wants it to be made available,” said Mike Fisher, our head of advanced TV and video. “So we’re never going to be arbing or re-selling or black-boxing anybody’s inventory.”

DISH Media EVP Kevin Arrix, who spoke at the All Fronts event, highlighted the ability for advertisers to use its Sling TV data to deliver unique targeting and reporting that ties into ROI and attribution. For the industry to truly see the benefit of that type of application of data, the supply side needs to “get connected and get integrated” to what the demand side is doing.

“The demand side is saying ‘I like this company, I like MediaMath I like their UI, I like their platform and I am going to run my marketing dollars through to this platform,'” he said.

Being that connection means being as transparent as possible, according to Fisher.

“We do believe that transparency is the most important thing for TV because we want to make sure that the networks and the publishers in OTT are giving us access to the best of the best content. What we’re doing is further enhancing it with audience targeting, enhanced measurement, attribution reporting…basically tying back everything that a client is already doing in the online environment to TV.”

But it’s about consumers, too, and the ability to deliver engaging, entertaining content across screens in a privacy-compliant way.

“We know the goals of our clients. They’re looking to reach the people they that care about, they need to do it in a way that the people at the other end of the screens appreciate,” MediaMath Founder & CEO Joe Zawadzki says in this Beet.TV. interview.

MediaPeople

Beet.TV Interviews Mike Fisher on TV and Video Trends at IAB Annual Leadership Meeting

February 27, 2019 — by MediaMath

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This article originally appears on Beet.TV.

When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding “that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,” says MediaMath’s Mike Fisher.

This is particularly appealing to so-called direct-to-consumer brands with traditional digital video assets they can now extend to TV, the company’s VP and Head of Advanced TV and Video says in this interview with Beet.TV at the IAB Annual Leadership Meeting.

What those newer brands have in common is that they probably haven’t had a relationship with a traditional agency while growing their businesses on the Internet with one-to-one, measurable marketing. They’re attracted to things like programming and tent-pole events they’ve never been able to access. “Programmatic really fits well into that pipe especially for TV, which is why direct to consumer is so big for us,” Fisher adds.

As video SSP’s continue to evolve, MediaMath’s model is “to focus on running on the rails that the publisher wants us to run on. A lot of our partners build leverage, Telaria and other video SSP’s, as their connection point for us into their inventory.”

This, in turn, “allows us to connect to multiple supply sources. It allows them to connect to multiple demand sources without having to do one-to-one integrations with networks.”