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Update was a major pillar announced during Teads’ Partner Day event on  November 16. Other announcements included advancements in supporting advertisers’ CSR initiatives, results from Dentsu’s Attention Economy study and significant updates to Traffic Acquisition products.

Teads has announced updates to Teads Ad Manager (TAM), creating the first open-web platform that can activate cookieless campaigns throughout the marketing cycle. TAM now has a dedicated ‘cookieless mode’ for planning, targeting, delivery and reporting, allowing advertisers to responsibly engage with all consumers who are using cookieless environments. This covers a range of digital marketing requirements, from advanced cookieless audience targeting solutions to simplified A/B testing functionality. Teads’ cookieless solutions have already delivered over 1bn impressions across 50 fully-cookieless campaigns with top clients around the world. Initial results show that campaigns using cookieless solutions deliver on average a 5.5% more points of brand lift vs. cookie-based activations

By allowing brands to reach consumers at scale, within premium editorial environments using totally cookieless solutions, Teads is continuing its intent to set the standard for Responsible Advertising across the whole digital ecosystem.

In line with the theme of Responsible Advertising, Teads also announced Teads Care. This market-leading initiative will allow advertisers to financially support a cause of their choosing, and Teads will match this contribution through media investment. Initially rolling out with a focus on mental health and the environment, Teads Care will aim to support several causes around the world that are aligned with advertiser CSR campaigns. 

Alongside Teads Care, Teads has also doubled down on its commitment to being a sustainable media platform for the whole planet. Following the release of the Carbon Footprint calculator that was launched earlier in the year, Teads’ co-CEO Jeremy Arditi committed to continue investing in order to understand the adtech industry’s effect on the environment as well as developing sustainable and deliverable solutions that will reduce the platform’s impact on global warming.

3 Key Solutions

Further updates announced at the event focused on Teads’ Traffic Acquisition product. Upgrades to the Traffic Acquisition product are a significant leap forward and address key challenges that advertisers currently face when looking to deliver quality traffic to site through 3 key solutions:

  1. Goal Based Bidding allows advertisers to reach the main KPI they want for a traffic acquisition campaign. Available through managed service or self-serve (in Teads Ad Manager), buyers can optimize toward the largest set of traffic KPIs in market.
  2. Dynamic Performance Ads can generate up to 16 different creative variations where the titles & image will vary. Teads’ AI will then automatically test and learn to find the variations that drive the best outcomes based on the selected KPIs. Early results have shown that Dynamic Performance Ads improved campaign performance by 30%
  3. Retail Traffic Solutions is a combination of two products that help retailers deliver against their business objectives. 
    • The first is Teads Traffic Acquisition with Amazon Attribution where advertisers can now measure the sales effectiveness of ads set up on Teads Ad Manager that are designed to drive the user to Amazon’s website. Marketers can measure Product Views, Add to Cart and Sales using Amazon Attribution to accurately measure ad effectiveness.
    • The second is a Traffic Acquisition Reachcast, where a brand gains a high share of voice within a certain category of content, for between 12 hours to 5 days using Teads’ high Attention display formats in order to receive maximum site traffic .

Finally, Teads discussed the latest findings from the comprehensive attention economy research, run by dentsu. The study, where Teads was a significant media partner, demonstrated that Attention is three times better at predicting outcomes than viewability as initial findings showed that viewability alone is no longer a good enough metric to measure how consumers are reacting to content on a page. dentsu’s Attention Economy study found that User Choice, Creative, Time in view and Relevance are key drivers in delivering Attention for advertisers. A more detailed view of the study can be downloaded from the Teads website.

Teads Partner Day was hosted by Jeremy Arditi, Teads’ co-CEO, on November 16th and presented the platform’s strategic vision and included industry leaders from Southwest Airlines, OMG, Diageo, dentsu international and PHD.

Regarding the significant updates and announcements, Arditi said, “This is a critical time for businesses as they look for growth out of the pandemic whilst simultaneously aligning with how consumers are now engaging with the online world. We remain hyper focused on developing innovative solutions for the digital advertising industry that guarantee business outcomes without compromising on the quality that we are renowned for. We are uniquely positioned to offer market leading, Responsible Advertising solutions to our advertiser and agency partners for every stage of their marketing journey and are excited to partner and grow with them into 2022 and beyond.”

TAM is the pioneering cookieless platform of the open web, with different effective, proven and scalable solutions for the world’s biggest brands.

Teads, the global media platform announced that Teads Ad Manager (TAM), Teads’ dynamic programmatic buying platform, is the first of its category to offer advertisers and agencies the ability to activate accurate campaign targeting without cookies or device IDs.

Therefore, Teads Ad Manager (TAM) becomes the pioneering cookieless platform of the open web. This echoes the constant innovation and evolution of the platform which, by developing different effective, proven and scalable solutions for the world’s biggest brands, is leading the way for a cookieless world.

TAM, which is directly integrated with Teads’ inventory, is the first dynamic, self-serve, programmatic buying platform in the industry and ready to work in a cookieless environment. Thanks to TAM’s sustainable audience targeting, its advanced contextual segmentation and the use of its proprietary technology that allows the “translation” of cookie-based audience segments into segments based on cookieless signals, TAM is ready to offer advertisers the possibility to activate 100% cookieless campaigns. This is essential not just for the future but for today as many consumers, in some markets more than 50%, are already unreachable if cookies are used, losing huge scale for marketers.

Furthermore, within TAM clients can directly manage their targeting needs seamlessly and are able to plan and activate campaigns, generate reports and efficiently reach goals in every stage of the funnel. Practical solutions that contribute to a successful transition towards a cookieless world.

Clementina Briceño, Head de Data de Teads Latinoamérica.

“The transition towards a cookieless environment takes time and platforms that make this type of activation feasible, precise and actionable are needed. TAM revolutionizes the market by offering advertisers the possibility to launch campaigns that are 100% cookieless in just a couple of clicks, while placing brands one step closer to their main objective: Responsible Advertising”, said Clementina Briceño, Head of Data for Teads Latin America.

To summarize, the launch of the “Cookieless Mode” in TAM provides access to targeting solutions such as:

  • A cookieless audience catalog that addresses demographic segmentation and interest-based segmentation.
  • Teads Cookieless Translator: which allows converting cookie-based audiences (including 1st party data) into cookieless audiences. The tool takes the cookie-based audiences as reference and presents equivalent audiences that only differ in their identifier, without affecting the interests that connect the audience to a brand.
  • Contextual Targeting: provides access to more than 500 editorial contexts within the top and most recognized publishers in the world.
Luciana Salazar, VP Business Development de Teads Latinoamérica.

Furthermore, Luciana Salazar, VP of Business Development for Teads Latin America, added “The TAM product and business development teams are very proud of the unique solutions the platform provides. Thanks to the wide variety of commercial models used in 2nd price auction, we can offer guaranteed results that, as of today with the Cookieless Translator, are even more efficient compared to what the market has to offer. Our aim has been, and still is, to be ahead of the curve. The reward comes when we receive feedback from TAM users who highlight how efficient, instinctive and user-friendly the platform and, especially, the translator, are.”

 

After the success of test cookieless campaigns in Mexico, similar strategies were rolled out across campaigns throughout South America, beginning with Chile and Argentina.

Teads announced the results of the first test of a cookieless campaign for Mastercard in Mexico, in partnership with media agency Carat. As the digital ecosystem transitions away from the use of third-party identifiers in Chrome, the most used browser worldwide, brands are looking to tech partners to deliver media effectiveness whilst following the need for more consumer privacy. This digital activation is the first of its kind for this brand in Latin America.

Through this campaign, carried out from May 1st to 31st of this year, Mastercard sought to position itself among debit card users as a safe and easy-to-use tool. A segmentation of two groups of audiences with similar banking interests, finances and demographic characteristics was implemented; the only difference between them was the use of cookies in one group and the cookieless segmentation in the other. The campaign reached over 10 million people in total.

Teads was in charge of selecting these audiences and carried out the analysis in both segments, which were exposed to three Mastercard ads in video and display formats.

In general, both audiences showed very similar results, with slightly improved results from the cookieless segmentation. Longer in-view time was achieved, with an average of 11.41 seconds vs. 11.37 seconds, as well as a click-through rate (CTR) of 0.39% in the cookieless ad vs. 0.38% in the ad with cookies.

The parity in metrics between both audiences is a practical demonstration of the trend foreseen by Teads: digital campaign effectiveness won’t be negatively impacted by the removal of third-party cookies, in fact, the results from cookieless campaigns are slightly better compared to worldwide standardized industry benchmarks. In this cookieless test, it was also remarkable that the effective cost per 1 million impressions (CPM) was lower for the cookieless audience, which shows a cost efficiency through the implementation of these new methodologies.

Likewise, the video ads had a 79% completion rate, 19 percentage points above the market average in Mexico. Meaning that 79% of users watched through the entirety of the ad. Meanwhile, the viewable time of the video ad reached 81.78% versus the industry benchmark in LATAM, which is 71%.

Cookieless Campaigns
Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

“We know that nowadays, both users and brands have gained a deeper sense of how personal data should be used in digital channels. At Mastercard, we are committed to adopting new technologies that allow us to increase security measures for the purpose of handling our consumers’ privacy. This has made us carefully assess alternative platforms that do not rely on the use of third-party cookies or device IDs for building our audiences. For this reason, we are proactively developing pilot tests in partnership with companies such as Teads to gain a better understanding on the best way to navigate this transition to a “cookieless” world, putting respect for privacy first and foremost, while optimizing the quality and efficiencies of our amplification plans”, commented Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

Cookieless Campaigns
Andrés Castillo, Regional Client Lead at Carat.

“Placing artificial intelligence and media platforms such as Teads’ at the center, which evolve with the purpose of activating campaigns beyond cookies, triggers powerful insights that are at the centerline of the patterns that we are identifying, understanding and executing in each one of our results. It is possible to live without cookies, but we need to start testing audiences identified under other methods and we need to be better prepared in order to shift this situation in our favor”, commented Andrés Castillo, Regional Client Lead at Carat.

As a global media platform that acts as a liaison among brands, advertisers and content platforms, Teads has analyzed and implemented new tools for measuring and monitoring the efficiency of campaigns, which segment users without third-party cookies and, in this case, has tested the successful implementation of a campaign aimed at debit and credit card users.

cookieless campaigns
Eric Tourtel, CEO Latin America at Teads

“Today, we have planned cookieless tests with over 50 advertisers worldwide who want to check the effectiveness of these types of campaigns and who will be transforming the future of the digital advertising landscape with us”, commented Eric Tourtel, CEO Latin America at Teads. “Mastercard has been agile in putting this new way of audience segmentation to the test, proving that the cookieless era will not wait until 2023, but instead, it is here already, and it has the same efficiency as traditional segmentation, and in some cases better results”.

Thanks to the results in this first campaign, Mastercard has announced the implementation of the same type of campaign in other Latin American countries in partnership with Teads. New tests are currently underway in other South American countries.

This week, Google announced that it was delaying the depreciation of 3rd party cookies from within its Chrome browser environments. Originally planned for implementation in 2022, the phasing out is now planned to begin mid-2023. It’s the latest twist in the tale for the digital media industry, but what does Google’s announcement actually mean and what’s going to happen next?

By Remi Cackel, Chief Data Officer, Teads

Understanding Google’s announcement

Google was not the first tech giant to announce its planned depreciation of 3rd party cookies, but it has been the most significant due to its scale. As of March 2021, Google Chrome had around 65% of market share for browsers globally, so updates that affect data and targeting have implications that affect advertisers, publishers and tech platforms alike.

Google’s answer to the phasing out of 3rd party cookies on Google was a privacy sandbox model, called “FLoC”, and while they still believe this is the best solution, it seems the challenges involved in implementing such solutions at scale are greater than initially anticipated. This seems to be true from a technical perspective, with FLoCs currently only deployed on a tiny amount of Chrome traffic (<0.5%) which means the wider industry currently has no ability to test working models. But also from a regulatory perspective, with questions around GDPR compliance being raised, as well as the UK’s competition authority asking for oversight of the project to allay concerns that these changes will bring about monopolistic advantages for Google.

Google has stated that this extra time should be used collaboratively to solve many of the challenges removing 3rd party cookies brings in, including ad measurement, delivering relevant ads and content, and fraud detection.

Is this good news?

There is no doubt that the 2022 timeline was always going to be ambitious, given the lack of alignment across the digital landscape about the best solution for replacing the 3rd party Google cookie. Advertisers still want the promise of digital marketing of accountability, personalization and accuracy, whilst publishers need to ensure their content and audiences are properly valued to maintain sustainable business models.

But whether it was Unique IDs, privacy sandboxes, predictive audiences, contextual targeting or 1st party data strategies, in order to create robust and privacy focused solutions, the online world needed more time. Publishers were especially confused and concerned, as our recent survey revealed, with potentially huge impacts to their businesses without them being able to have an input into the new cookieless era.

So while a delay is welcome, we cannot let up. There have been huge strides forward over the past couple of years but there is still a huge amount to do. This is a long journey and the implications are still being understood, so we must not let up. Because cookieless is coming, even if Google has delayed their rollout, the limitations introduced by Apple with IDFA utilization (iOS 14.5) and upcoming IP deprecation (iOS 15) still require an immediate need for privacy-compliant data solutions. Indeed over 50% of current traffic in the US is cookieless.

Aligned with which, consumer awareness of privacy is only heightening and the appetite for digital privacy is at the highest it has ever been. Businesses that organize themselves around future facing, sustainable data and revenue practices will be better prepared to deal with any future announcements that come from big tech.

Cookies Google

Cookies-Google: What does it mean for advertisers and publishers?

Do not stop your efforts:

  • Cookieless is an immediate need and challenge, with a large part of the web traffic already being cookieless, including over 50%+ in the US and UK.
  • Privacy-compliance is a key focus from a consumer standpoint. Apple will accelerate IP address removal in September, requiring real cookieless solutions in Safari, which will remove the possibility for fingerprint workarounds for those ad-tech players that have been using it as a strategy.
  • Cookieless readiness takes time. Getting started as soon as possible is a key factor of success.

To be prepared, Teads’ advice has consistently been to not rely on a single cookieless solution, no matter which side of the ecosystem you sit on. To be dependent on a single provider or approach means that at any moment, a new regulation or policy change could significantly impact your business.

A combination of privacy first approaches allows you to be agile and adapt as the digital ad industry evolves. At Teads, our Cookieless Readiness Program, for advertisers and publishers, talks through all of our solutions outlined below as sustainable solutions, with comparable effectiveness to cookie-based solutions without compromising on user privacy:

  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Integrating and implementing first party data strategies.
  • Planning, Insights and Measurement tools that make anonymous traffic actionable at scale

What happens next?

The reality is that the announcement shouldn’t change anything for the digital media industry. The previous timescales meant that many businesses weren’t going to have the chance to build robust plans before the cookieless world became a reality.

So the main message is that there are now two critical reasons to test and use cookieless solutions:

  • There is an opportunity to build trust and engage with ALL users, including those using existing cookieless environments such as Safari.
  • Strategically to transition to a cookieless era and be fully prepared when the light totally goes off.

If you want to take part in our Cookieless Readiness Program or have questions about how we can support your move to the cookieless era, visit our cookieless hub or contact your Teads representative for more information.

 

By Caroline Hugonenc, Global VP Insights and Research, Teads

 

In the past few years, data privacy has suddenly become a hot topic, reaching into national press and is no longer just the concern of industry specialists. With everyone becoming more aware of the impact of data use, both personally and at a corporate level. Whether it’s the Netflix documentary The Social Dilemma, or Apple’s latest updates, privacy is now an international talking point. In an attempt to address data privacy issues, by mid 2022, third party cookies will cease to exist on Google Chrome. This step taken by the world’s most popular browser follows similar moves by Safari and Firefox and hopes to give people more control over their data, but it doesn’t come without its challenges for advertisers and media buyers.

The end of cookies is only the beginning of a new era

When thinking about this topic, it’s important to remember that while cookies have been a consistent part of online advertising for a long time, the ecosystem is not dependent on them. Cookieless does not mean advertising-less, personalization-less or relevancy-less. Cookieless simply means two things:

  1. The need for a transition towards responsible and sustainable advertising for our industry
  2. That it’s time for non-intrusive personalization to be the new norm, starting with the end-user’s experience and trust.

If we assume point one as a given, then we need to consider how to approach non-intrusive personalization. One of the available solutions is contextual.

Why should contextual alignment matter?

It’s worth pointing out that targeting ads via the content they’re seen in shouldn’t just benefit brands, but also the end user experience as well. Ads that are contextually aligned make sense to readers. Once someone decides to read an article (whether it’s about honeymoon plans, the latest tech release or piece of local news), they’re in a certain mindset. By aligning ads with that mindset means that the message should be amplified and therefore create real uplift and impact for a brand’s campaign.

It feels more in tune with the consumer’s values and interests, without concerning them that their personal data has been shared with too many additional parties.

What are the main challenges to overcome when it comes to Contextual?

With the death of the cookie, many will be turning to contextual as a solution for agencies and advertisers. But using context to maximise the impact of advertising is not easy to do, with a few key challenges in particular to be aware of:

  1. Accuracy. Many contextual solutions today rely heavily on keywords, which makes sense at a glance. But over reliance on single triggers can lead to false-positives and questionable accuracy that wouldn’t match the results seen in this study.
  2. Granularity. Broad contextual targeting can prevent amplification of the marketing message or proper engagement with the right audience
  3. Placement. Most contextual today exists across UGC content, which inherently has issues around accuracy and standardisation. This is in stark contrast to professional content which has long had agreed standards and 3rd party solutions.
  4. Actionability. It’s one thing to have a partner who can outline the benefits and implement an overall use case, but using contextual beyond the obvious will be an important distinction when evaluating contextual partners. Not all platforms will be able to go beyond intuitive planning and move towards actionable insights.

Testing media partners across all four of the above is critical for advertisers looking to leverage contextual as part of their planning strategies in future. Partners who have a proven track record will of course fare better, but scale is also important when it comes to context. Those partners who are processing large volumes of content, over a long period of time, will be best placed to understand content consumption and therefore the audiences that are reading them.

Contextual

But is contextual targeting really effective?

Consumers have evolved to anticipate disruptions over recent years which has led to greater battles for attention among advertisers, viewing attention as a valuable commodity in driving KPIs. As Bournemouth University’s ‘Attention Please’ white paper notes, quality attention is not best measured by time spent viewing as ‘we routinely spend lots of time doing things without paying much attention’.

This is why, at Teads, we have been conducting AB tests using our proprietary Brand Pulse solution to evaluate the impact of contextual targeting on advertiser’s KPIs. Our Brand Pulse methodology compares answers (up to) 3 questions served within our inventory on a control versus exposed basis.

For the contextual AB tests, we essentially run two Brand Pulse tests, one with contextual targeting and one without, then compare the difference in brand uplift. For example, if the brand uplift for ad awareness in the non-contextual study was 7%, and the ad awareness uplift using contextual targeting was calculated as 13%, the brand uplift of contextual targeting would be calculated as 86%. While our testing is in the early stages, the results of our contextual testing prove exciting:

The above results are based on data from 8 different campaigns across verticals and regions, and an average has been taken.

Contextual targeting should no longer be considered as a plan B, but as a true solution to deliver media effectiveness

Conclusion

As discussed, media buyers are facing the next evolution in digital, as the cookie is removed as a targeting tool. So with this study we’ve looked at one of the key solutions in the marketplace that delivers a level of continuity.

Contextual targeting can feel like it’s a deprecated and old approach, but we’ve shown the technology has evolved to make it highly viable and worth consideration. Over time, improvements have been made that allow us to solve for the main challenges of accuracy, granularity, alignment, placement and actionability.

This study has confirmed that, leveraging contextual alignment with a partner who has the right depth and breadth of technology, can deliver outstanding media effectiveness.

Case Study with Nestle and UM

The above theory was recently proved in a campaign with Nestlé and UM in Spain, successfully quantifying the effectiveness of contextual targeting.

Nestlé launched its new Nesquik Intenso range for young adults in November. A new offering without additives or artificial sweeteners and sold in a 100% recyclable container. For this campaign, two pieces of video content were optimized by the Teads Studio team for mobile environments; highlighting the packaging, the product and its key features.

The campaign ran in November and December 2020, and various segmentation strategies were used: socio-demographic data, interest data and contextual targeting were used to identify which environments, and content, the ad should run in.

contextualWe will continue to bet on finding innovative forms of segmentation that help us achieve our goals, especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies from 2022 . – Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.

During the campaign, a Brand Pulse study was launched, which aimed to quantify the branding effectiveness of the different targeting segments used. More than 250 respondents exposed to the campaign were questioned, in each of the different targeting segments: socio-demographic data, contextual targeting and interest data.

Advertising recall increased 86% in the group that had the socio-demographic data segmentation and 87% in the contextual targeting segment, after exposure to the campaign. Therefore showing that contextual targeting can be at least as effective as classic socio-demographic targeting.

The campaign has been hugely successful and has served to verify the effectiveness of contextual targeting, showcasing an improvement of  Brand Awareness by 87% with just 25% of the campaign budget.

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

What does this mean for programmatic buying?

Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

The audience and contextual targeting solutions we described are already available now. It can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

Ex-OpenSea product designer raises $3 million to bring blockchain-based brand engagement tools to life

NEW YORK–(BUSINESS WIRE)–Kalder, a web3-native brand engagement platform, announced that it raised $3 million in its pre-seed round. The fundraising round will empower Kalder to reimagine marketing tools using innovative blockchain technology, mobilizing consumers through NFT memberships, contribute-to-earn experiences, and interoperable brand-loyalty rewards.

Gökçe Güven, Kalder founder and an early product designer at OpenSea – the world’s first and largest NFT marketplace – built the platform to provide brands with digital tools to execute sustained and dynamic marketing campaigns.

“Today, web3 tools for brands are merely one-off NFT minting or consulting services that charge six figures for a drop,” said Güven, who has been building projects at the intersection of crypto and consumer for more than four years with teams at OpenSea, Celo, and Robinhood Crypto. “Success in a Brand 3.0 framework requires an all-in-one tool that powers brands to engage newly minted communities.”

Investors for the fundraising round include Indigo Fund (DJ Blondish), 8VC, 500 VC, Human Capital, and Soma Capital, in addition to prominent angel investors including Meltem Demirors and Accel.

“As a creator, I believe NFT technology has much more to offer the industry than one-off, static collectibles,” said DJ Blondish from Indigo Fund. “Kalder is the next generation all-in-one solution that easily onboards brands, creators, and members into Web3 with NFTs serving as the gateway that evolves with your contributions and engagement. We are excited to be at the ground level of Kalder and can’t wait to see how it uses Web3 to transform brand experiences.”

“Through collaborations with brands like Christie’s and Vogue Singapore during my time at OpenSea, it became evident that creators are not coming to crypto for one-off collectibles, but to fill significant unmet marketing needs.”

As the Internet moves toward a cookieless future, marketers are struggling with the declining effectiveness of Web 2.0 solutions. With Kalder, by gamifying user activity and tokenizing community participation, brands and creators can leverage engagement, experiences, and status like never before. In this model, new revenue streams will be conceived to monetize the digital community and cultivate new levels of customer loyalty.

Through Kalder, companies and creators can power collaborations, launch advocacy campaigns to turn customers into influencers, create exclusive tiers, track in-person and online engagement data, and reward customers on-chain.

Whether designing an NFT membership card for superfans, a one-time NFT experience airdropped to high-likelihood purchasers, or a social token to accrue benefits, these cutting-edge features were built to complement existing marketing campaigns or serve as a standalone program, depending on individual brand needs and goals.

The funding will allow Kalder to serve more brands off the waitlist and scale its brand experience features and team. Kalder is currently in waitlist mode with brands ranging from luxury to streetwear to hospitality experiences, and signups are open for the next month. Kalder is planning to launch its brand loyalty programs for all users to participate in the new year.

About Kalder

It has never been more expensive to acquire customers or challenging to retain them. Existing marketing and engagement channels are, at best, saturated and, at worst, actively deteriorating.

Kalder is building the next layer of engagement infrastructure to solve brands’ and creators to solve customer acquisition and retention problems – mobilizing communities and creating engagement beyond products.

We are creating a suite of no-code web3 tools that empower brands and creators to efficiently onboard new consumers, reward loyal customers, and build composable digital asset ecosystems that create enduring community engagement. For more information, visit Kalder.app

Contacts

Media Contact
Matt Brannon

kalder@wachsman.com

Publishers have to understand the atmosphere and environment of Latin America audiences – responding to a sharp uptick in demand for reactive, personalized curated videos online.

Article by Estefanía Agüero, Regional Director U.S. Multicultural at ShowHeroes Group

Anyone who’s heard the roar of the crowd ricochet across Maracanã, Rio de Janeiro’s iconic stadium, will know well the intense fervor brought about by soccer in Brazil. And it’s not just the so-called Country of Football that’s in a spin over soccer; the love affair extends across South and Central America, from Uruguay to Mexico and Argentina.

For these nations and their neighbors, football is not merely a sport, it’s a way of life. The source of intense national pride, the beautiful game governs cultural and regional identities from an early age, providing a constant source of rags-to-riches inspiration from the likes of Argentine superstar Diego Maradona, or Brazil’s inimitable Pelé – both of whom grew up in poverty (as an infant Pelé used stuffed rags as a football).

With the 2022 FIFA World Cup fast approaching, this collective passion point creates an unmissable opportunity for brands looking to deepen their ties with Latin American communities across the US. This fast-growing and influential community – accounting for 19% of all Americans at the latest US Census Bureau count – will be tuning in by the millions to cheer on their home teams as the action kicks off in Qatar.

The internet, particularly in the states of California, Texas and Florida, is set to be flooded by Latino football fans catching up on the day’s actions; as well as looking for additional content with which to fuel their enthusiasm.

This shapes the perfect opener for publishers to speak to a young, digitally-led and lucrative demographic – the purchasing power of US Latinos is predicted to reach $2.6 trillion in the next three years – with compelling video inventory. Here’s how:

Unparalleled connection

A recent study from LLYC and Expedition Strategies found that not only are US Hispanics outstripping non-Hispanics in terms of purchasing power, to the tune of 28% percent, the people reflected in this surging group of consumers buy from brands that empower their cultural relevance.

The data showed that 95% of US Latinos are proud of their heritage, and 54% celebrate their roots. Add to this picture over $2 trillion of disposable income led by a predominantly young group of cell phone and internet users, and the stars are aligned for serious engagement.

More than half of US Hispanics identify as soccer fans, compared to just under 1 in 3 US adults overall.

If you want to understand how important football is to this formidable demographic, you only have to know that Spanish-language network, Telemundo, paid significantly more than Fox for broadcast rights for the 2018 and 2022 World Cups. Meanwhile, more than half of US Hispanics identify as soccer fans, compared to just under 1 in 3 US adults overall.

This puts the World Cup on par with the MLB, college football or the NBA in terms of content impact and audience cut-through – yet, right now, the market is relatively underserviced in the US; a blind spot for those in the wider media sphere.

The onus is on publishers to better connect with what McKinsey US called an “untapped engine for growth”. And a rolling archive of topical, immersive World Cup videos could be the ideal avenue in.

curated videos

Curated Videos: From storytelling to monetization

In order to capitalize on the upcoming contest, publishers have to understand the atmosphere and environment of Latin America audiences – responding to a sharp uptick in demand for reactive, personalized online videos.

Of course, producing a high volume of customized curated videos in-house is no mean feat, which is why it may make sense to partner with a third-party supplier. A company like ShowHeroes can use its own content studios to produce up to 30 original digital videos a day; thereby providing an oven-ready solution for news or lifestyle titles juggling their own editorial needs.

The point is to build a roster of consistent, creative and engaging World Cup-related curated videos that capture the huge influx of emotion Latino audiences feel for their teams.

What’s more, we can skirt around complex rights issues by exploring the broader conversational threads that bind Latin American communities to the theme of the World Cup. This might, for example, include a round-up of history’s five most influential Latin American football players. It could delve into the songs and rituals of a particular football culture, ask Latino fans about their most memorable match, pick out the best mid-game snacks, or spotlight infamous rivalries in a playful way.

The point is to build a roster of consistent, creative and engaging World Cup-related videos that capture the huge influx of emotion Latino audiences feel for their teams. And, given this is no homogenous group – the term “US Hispanic” refers to a vast umbrella of regional influences and cultural identities – publishers should seek out agencies that have roots in Latin America; with the ability to tailor content to the cultural nuances of diverse populations.

There’s a clear monetization interest at play here, too. With a rich playbook of compelling curated videos to their name, publishers can act as a magnet to advertisers keen to align with World Cup fever, reaching some of the tournament’s largest and most avid fan bases. This could happen through sponsored shoppable curated videos such as a round-up of the best football trainers. Or it could also entail semantic-based contextual targeting tech.

Tapping into the moment

Partners who can address both sides of the content coin – by producing a stream of original videos and providing tech for intelligent, cookieless targeting – are best positioned to help publishers ride the Latin American World Cup wave.

Already the spirit of the event is gaining pace, with Latin America doing a brisk trade in wildly popular Panini football stickers, the shirt that Maradona wore for victory in 1986 being handed back to the Argentine Football Association, and a Paraguayan soccer artist preparing a colorful new collection to go on show in Qatar.

Hispanic communities make up a woeful 6% of overall US ad spend; but their stories are out there and waiting to be told. This is an audience with both huge passion and exponential growth; the only gap is relevant content.

Authentic videos create a bridge, channeling the highly-charged spirit of excitement that goes hand-in-hand with something many Latinos care deeply about – World Cup soccer – for lasting resonance. With that groundwork in place, brands can build a relationship with the right audiences in set moments of affinity and drama. And that really is a goal worth scoring.

Written by Estefanía Agüero, Regional Director US Multicultural at ShowHeroes Group

Marketing Conferences 2023: Gain key intelligence and build new partnerships in just 6 hours! The program of Portada marketing conferences in 2023, aka Portada Live events, is designed to maximize knowledge-sharing and fruitful interactions in a comfortable setting. (This article is regularly updated).

Content at Portada marketing conferences is driven by the brand marketers in the Portada network, who suggest topics they want to learn about.  Delegates attending Portada marketing conferences have a very active participation in knowledge-sharing presentations, workshops and 1:1 meetings. A proven event management methodology and engaging formats allow brand marketers and marketing service suppliers to achieve their peer-to-peer learning and business development objectives in just 6 hours. Below are more details on how it works. 

Marketing Conferences in 2023: In-person in Mexico City and New York and virtual globally

Marketing Conferences 2023Portada marketing conferences 2023 are hybrid experiences. 2023 marketing conferences will be in-person in Mexico City (April 13) and New York (September 28). Brand marketers and other industry executives will gather for knowledge-sharing sessions and presentations a VIP lunch as well as workshops and other in-person networking activities. Virtual presentations and 1:1 meetings will also take place on the same dates for globally based participants, providing solution providers and marketers the opportunity to connect with brand marketers who attend the event virtually.

 

Mexico City, April 13, 2023 

Brand leaders and other marketing, tech and media executives will gather in Mexico City on April 13, 2023 forMarketing Conferences 2023 knowledge-sharing sessions, a VIP lunch, concurrent workshops and other in-person networking activities. The content and overall program is designed to maximize first-hand peer-to-peer learning and 1:1 interactions in a comfortable setting. At this exclusive by-invitation-only marketing conference, brand decision-makers and marketing service suppliers will share and accelerate knowledge on key topics including e-commerce marketing, marketing technologies, and marketing towards Latin American audiences.

Topics to be addressed by major brand leaders will include:

  • Cookieless Marketing: The State of the Art
  • Ecommerce Marketing in Latin America: Advice for practitioners
  • Understanding the Streaming Explosion: Optimization Paths for Brands and Advertisers
  • The New Marketing Mix: Adapting to Post-Covid Consumer Preferences

More information about the Mexico City Conference will be provided soon!

New York: September 28, 2023

A wide array of brand marketers and other industry executives will gather in New York City on September 28,Marketing Conferences 2023 2023  for knowledge-sharing sessions and presentations by major brand leaders, a VIP lunch, concurrent workshops, and other in-person networking activities.  At customized and dynamic workshops participants will share knowledge with and provide solutions to brand marketing leaders in the Portada Council system.

Topics to be addressed by major brand leaders will include:

Marketing in Multicultural America
– Influencer Marketing: Choosing the right celebrity for your brand
– Effective Marketing in 2023: In the midst of mind-wobbling technological innovation, marketing is being challenged with intensifying demands to be more transparent and trustworthy, and more inclusive and diverse.

More information about the New York City conference will be provided soon.

How are Portada Live Digital Marketing Conferences Structured?

In-Person Event Agenda

  • 11:15 am Registration
  • 11:20 am Welcome Snack
  • 11:55 am Welcome and Overview of Portada Live (also broadcast to virtual participants)
  • 12: 00 pm Topic Spotlight Session (also broadcast for virtual participants)
  • 12:30 pm Knowledge-Sharing Session (also broadcast for virtual participants)
  • 1:00 pm Lunch (Brand Marketing Executives sitting on each side of partner executives)
  • 2:00 pm Brand Marketer Challenge session (also broadcast for virtual participants)
  • 2:30 pm Partner Presentation (also broadcast for virtual participants)
  • 3:05 pm Concurrent Customized Workshops to provide solutions to brand challenges (Participants choose the topic they are most interested in).
  • 4:30-5:30 pm Happy Hour

Virtual Event Agenda Enhances Content and Networking Opportunities

A complementary virtual event format, occurring at the same time as the in-person event on April 13, 2023 and on September 28, 2023 enables globally based participants to attend the event virtually, including the participation in 1:1 meetings with both in-person and other virtual attendees through the below agenda:

  • 11:55 am (est) Welcome to Portada Live
    Introduction and overview of Portada Live
  • 12:00 pm-1pm est (est) Brand Marketer-driven content programming: Topic Spotlight Session and Knowledge-sharing session (30 minute each).
  • 1pm – 2pm: Portada Connect Virtual one-one-meetings of two different types:
    Type 1: Between pre-qualified brand marketers and pre-qualified marketing service suppliers.
    Type 2: Between brand marketers and other brand marketers.
  • 2pm-3pm: Brand Marketer-driven content programming. Brand marketers challenge session and partner presentation (30 minutes each). 
  • 3pm – 4pm: Portada Connect Virtual one-one-meetings of two different types: 
    Type 1: Between pre-qualified brand marketers and pre-qualified marketing service suppliers.
    Type 2: Between brand marketers and other brand marketers.Check out a VIDEO from a recent Portada Live edition!

How are 1:1 Meetings Organized?

Portada ConnectPortada Connect, Portada’s 1:1 meeting service, are 25 minute long virtual 1:1 meetings that happen over zoom. Meeting partners are established by a thorough process that includes the detailed profiling of both brand marketing executives in terms of their interests and needs as well as the core offerings of the solution providers.  Subsequently, a list of suitable brand marketers is provided to the solution provider for them to rank in terms of their desire to meet them.

Which Digital Marketing Conferences Should I Attend?

Portada answers this often-asked question by stating that participants can expect the following tangible deliverables by attending Portada Live events. 

  • 60 + Brand Decision Makers attending the virtual event and 60+ Brand Decision Makers attending the In-person event (same date).
  • Portada ConnectPortada Connect: 200+ virtual 1:1 meetings between prequalified brand decision makers and marketing service suppliers. Each Portada partner can choose between 4, 8 and 12 meeting packages.
  • 1 Collaborative Knowledge-Sharing Session
  • 1 Brand Marketer Challenge Session
  • 1 Detailed Case Study
  • 1 Partner Solution Approach Session
  • 1 Exclusive Event Recap Document including all the Marketing Intelligence Shared (sent to participants after the event.)

Marketing Conferences: Brand Marketers Drive Content…. 

The content of these by-invitation-only exclusive marketing conferences is driven by brand marketers belonging to the Portada Council System who represent the most dynamic sectors of the U.S. and Latin American economies, including many Fortune 500 companies. These brand decision-makers choose topics they want to learn from their peers about as well as solutions they need from the marketing services supplier community. 
The emphasis on cutting-edge timely content selected by brand marketers shows in a satisfaction survey done after Portada Live 2020.  From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14 meeting rate the content at 4.4 points.

From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14, 2020  marketing conference rate the content at 4.4 points.  

Companies represented in the Portada brand marketer network (Portada Council System) include Wells Fargo, Cox Communications, Marriott, Target, PepsiCo, Emporio Armani Retail Americas, Constellation Brands, Newell Brands, Autozone, Nutrabolt, Curacao, Scotiabank, Hilton, SAP, Curacao, Pepsico,  Northgate Markets, Subway, Cardenas Markets and dozens more of both Fortune 1,000 companies and up and coming corporations with substantial marketing budgets.

“It was great to reconnect with so many members of our marketing community, and it was great to hear different points of view around the different presentations and discussions throughout the event,” says
Jill Leccia, Vice President Brand Marketing – North America, Stanley Black & Decker

… and Marketing Services Suppliers Provide Solutions.

 

Tom Cook
Tom Cook, Chief Creative Officer, Bear In The Hall

According to Tom Cook, Chief Creative Officer, Bear In The Hall, “the Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and 1:1 meetings.”

Ariela Nerubay
Ariela Nerubay, CMO of Curacao

“Through Portada, I have met new solution providers and we are already working with them,” notes Ariela Nerubay, CMO of Curacao. According to a survey of marketing service suppliers attending Portada Live 2020 on October 14. “On average marketing service suppliers expect to close business with 2.7 brand marketers they met at the exclusive virtual marketing conference,” says Enzo Araujo, Sales Coordinator at Portada. According to Araujo, “Here’s an extraordinary opportunity for marketing suppliers to get pre-selected 25-minute meetings with senior-level marketing buyers who are normally very difficult to reach. Let us help you customize a schedule of 4 to 12 guaranteed meetings to assist you in your new business development efforts.”

The Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and 1:1 meetings.

 

Sample of a High-Profile Agenda of Portada Live

(from Portada Live, Sept. 29, 2022)

11:15 am Registration and Welcome Mixer presented by MyCode

11:55 am Welcome and overview of Portada Live New York MC: Marcos Baer, president, Portada

12:00 pm  Knowledge-Sharing Session: Best Practices in In-Culture Marketing

Moderator: Seraj Bharwani, Chief Strategy Officer, AcuityAds

Speakers:  Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricard, Nicole Preston, General Manager, Latino Center of Excellence, DISH Network

12:30 pm Engaging the Evolving Hispanic Consumer

Speakers:  Diego Osuna, Sr. Manager Integrated Marketing Strategy, T-Mobile and Guillermo Pérez, Chief Creative Officer and Brand Strategist, Digo

13:00 In: Person: VIP Lunch/ Virtual:1:1 Meetings

14:00 Understanding the Streaming Explosion: Optimization Paths for Advertisers

Moderator: Alejandro Fosk,  Senior VP, Comscore Latin America,   Speakers: Manuel Medina Riveroll, Sr. Marketing Director, Hisense Mexico, Jonathan Scarpetta, Media Director, PepsiCo Mexico Foods

14:30 Anheuser-Busch’s Vision for the Multicultural Consumer

Moderator: Lora Feinman, SVP Sales,Seedtag
Speakers:  Mariana Lever, Sr. Director, Commercial Strategy and Planning, Anheuser-Busch  and Alexander Monroy,  Sr. Brand Director, Estrella Jalisco at Anheuser-Busch

15:05 In-person: Concurrent Workshops/ Virtual format: 1:1 Meetings
1: DtoC or not to DtoC in 2023. That is the question. Leaders: Christina Caruso Nevoso, Senior Brand Manager, Bayer and tba
2: How Brands Best Can Capitalize on the Power of Video and Social Leader:Danisha Lomax, SVP, Head of Media & National Paid Social Lead, Digitas North America
3: How to Best Drive Audience Strategy in Multicultural America Leader:  Alejandro Solorio, Audience Strategy & Planning Director, Comcast
4: Fine-tuning Your Influencer Marketing for Different Cultures and Geographies Leader: Jose Nicolas Velez, Global Marketing Director, Smirnoff at Diageo
5. Purpose-driven Marketing: Supporting Diversity Serving Media Partners  Leader: Arnetta Whiteside, SVP Inclusive Media Research & Strategy, Publicis Media
16:30 Happy Hour presented by Canela Media
17:30 Adjournment

Content of the Portada Live 2023 marketing conferences will be driven by brand marketers belonging to the Portada network who represent the most dynamic sectors of the U.S. and Latin American economies.

Would you like to join us at our next Portada Live marketing conference? Please reach out to Marcos Baer at marcos@www.portada-online.com, to inquire about participation packages and opportunities.

Qualifying client-side brand marketers, please reach out to Brand Relationship Manager Celeste Martorana at Celeste@www.portada-online.com.

 

 

 

 

 

By ShowHeroes

The arrival of Hispanic Heritage Month this fall is an invitation for the US media industry to examine why Hispanic consumers are routinely underserved by content and advertising solutions – and what can be done to reverse the trend.

Latino Americans comprise 18% of the population, according to the latest US Census; a vast, multiracial and influential demographic that has grown at five times the rate of the non-Hispanic population in recent years. 

Wielding enormous political and consumer clout, the annual spending power of US Hispanics is predicted to soon exceed $2.5 trillion, in a market that is defined largely by young, ambitious, digitally savvy consumers (over 60% of US Hispanics are aged under 36).

Yet, as the Hispanic Marketing Council reports, Hispanic communities make up just 6% of overall US ad spend – a woeful statistic that mirrors the “invisibility” and misrepresentations of Latinos in wider media culture. 

With diversity, equity and inclusion values becoming hardwired into corporate decision-making, however, agencies and publishers across the digital landscape are ramping up efforts to engage with minority groups  – including a growing linchpin of Latino voices. 

With the booming Hispanic population fast reshaping America’s economic contours, here’s how media players on both sides of the ecosystem can further bridge the gap. 

Storytelling at Scale

With video content firmly on the front line of audience engagement efforts for 2022, the realities of producing good-quality inventory is nonetheless challenging for publishers battling a trinity of tight budgets, limited resources and spiraling costs

Typically, media companies in high Latino population states such as California, Florida and Texas are focusing closely on Hispanic audiences, with raw storytelling materials (news, images, text) available to connect. Yet, they lack the ability to translate these resources into a scalable video strategy. 

That’s where the help of a specialized partner such as ShowHeroes comes in, with the mainstay of an in-house studio to deliver premium content that is closely scoped to the demands of ethnically and culturally diverse communities. 

For publishers, joining forces with a third-party service is a great way of leveraging the kind of long-form original video storytelling on which powerful engagement rests; particularly when that content is customized precisely to the needs of a particular audience. 

Because the reality is, America’s Hispanic population is no monolith. Instead “US Hispanic” is a catch-all term for a huge, multidimensional canvas of people, led by those of Mexican origin but encompassing many other groups, including fast-growing populations from Venezuela, Guatemala and Honduras. Different states and areas of the country are home to different kinds of Hispanic influences, too – each with their own linguistic and cultural nuances. 

Added to which are various “unheard” demographics, such as the five million US adults who identify as Afro-Latino. Angel Jones, an Afro-Latina assistant professor at Southern Illinois University, tells Insider that people like her, as well as indigenous Latinos, are “left out” of Hispanic heritage  month advertising and celebrations. “Our identities are not valued or even considered,” she says. Curated content may be one small step toward changing this kind of damaging oversight. 

The drive for tailored content

A good partner can help publishers’ to augment their diversity strategies with bite-sized videos around heritage education or the history of Hispanic independence, for example. But that is just the starting point. The real beauty of building inclusive video content from scratch comes from its ability to speak the many different cultural inflections of a particular community; be that Florida-based Puerto Rican women or Dominican teenagers of New York. 

This then creates a filter-down effect of great, dynamic video inventory for advertisers to choose from. It’s all too easy in media narratives to reduce a large, multi-identity group into a single mold. But with tailored video storytelling, marketers can engage directly with specific communities via quality content. 

In a similar vein, ShowHeroes can use its sophisticated technology to understand the cultural semantics and sentiment of video content in detail. This allows brands to place ads alongside highly compatible content across verticals such as soccer, cooking, family life, music and more. Using advanced semantic targeting – a privacy compliant approach fit for the cookieless future marketers can tailor their campaigns to reach particular audience segments across the Hispanic community; closing the circle to better monetize original content.

Incisive Solutions in a Multifaceted Age

This razor-sharp level of customization applies to formatting, too. Latinos use social media, mobile apps and other digital platforms at higher rates than the general US population, including a weekly average of 279 minutes on social media. Marketers looking to target this demographic, particularly with younger age groups, should be looking to utilize snackable, mobile-friendly pieces of video content.

By 2026, 27% of American under-30s will be Hispanic, with Latinos accounting for nearly 70% of US population growth. This new generation nevertheless faces “an epidemic of invisibility” in film and other areas of popular culture, along with systemic discrimination (62% of Hispanic adults say having a darker skin color hurts their ability to get ahead in the United States). 

Media leaders, however, can do their part to course-correct. By creating original content that resonates with different Hispanic communities, we can tap into a powerful and lucrative audience segment – as well as advancing the vision of a fairer future for all.

 

Read our recent interview with Ilan Zenghin, CEO of Showheroes Group.

It’s 6:30am. You know you’ve got to get up but the press of the snooze button allows you to drift off to sleep again. 6:45am, you press snooze again but when the alarm sounds a third time you’ve got 30 less minutes to get ready and not miss your train. Now you are rushed, you’ve got mismatched socks on and you barely make your train. Sound familiar?

It’s fair to say that Google has hit the snooze button again and if we’re not careful we’re all drifting off to sleep again. It’s time to wake up to the fact that it really doesn’t matter how long the 3rd party cookies deprecation delay is, the reality of cookieless is that it’s here and more important to your business than ever!

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookie for a little while longer.

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookies for a little while longer. With a lack of viable Sandbox alternatives and September 2023 approaching quickly, it’s fair to say this next delay was inevitable.

If behavior is consistent with the last delay it will mean a large percentage of the advertising community will take a huge sigh of relief and hit their snooze buttons. Cookieless readiness programs will be paused and advertisers, agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

3rd Party Cookies

Let’s repeat that last statement; 1 in every 2. In many Global markets (US, UK and France as examples), ~50% of impressions operate today without a 3rd party cookie. Said another way… the iPhone, Safari, Firefox and Edge users will continue to be underutilized as long as Google allows 3rd party cookies to operate.

Agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

These cookieless audiences are reported to spend more, travel more* and from our research** their audiences convert better. So, our position at Teads is clear, keep cookieless readiness a top priority for your business and take advantage of the most lucrative audiences by using Teads’ cookieless solutions.

We recommend that the advertising ecosystem continues to prioritize cookieless today and stop focusing on what Google is doing. For those who embrace the new solution, the opportunity is abundant so any delay is not only ignoring the inevitable but potentially costing your business.

So don’t hit snooze again. Wake up to the reality that cookieless isn’t near; it’s here and Teads is perfectly placed to help you.

Written by James Colborn, Global Senior Director, Data, Teads

Cookie Deprecation has been delayed by Google once again. Google has pushed back its self-imposed deadline of the end of 2023 for the deprecation of third-party cookies. It will now “begin” to phase them out in the second half of 2024.

In January 2020, Google announced that they’ll deprecate third-party cookies over the next two years. Google announced it will no longer support third-party cookies on its Chrome web browser. Later the tech and advertising giant pushed back the deadline to the end of 2023.  Now it just decided to delay to the second half of 2024. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” wrote Anthony Chavez, VP of Google’s Privacy Sandbox in a blog post last Wednesday July 27.

(BTW: Apple’s Safari browser and Mozilla’s Firefox already don’t support third-party cookies, so the Chrome initiative would make cookies functionally useless).

The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.

Of course, we all know that Google does around $200 billion per year in advertising, so it stands to lose a lot if by closing web tracking.

Cookie Deprecation: James Colborn’s Take 

James Colborn, Global Senior Director, Data, Teads

This is James Colborn, Global Senior Director, Data, Teads take on the news:

“It’s 6:30am. You know you’ve got to get up but the press of the snooze button allows you to drift off to sleep again. 6:45am, you press snooze again but when the alarm sounds a third time you’ve got 30 less minutes to get ready and not miss your train. Now you are rushed, you’ve got mismatched socks on and you barely make your train. Sound familiar?

It’s fair to say that Google has hit the snooze button again and if we’re not careful we’re all drifting off to sleep again. It’s time to wake up to the fact that it really doesn’t matter how long the 3rd party deprecation delay is, the reality of cookieless is that it’s here and more important to your business than ever!

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookie for a little while longer. With a lack of viable Sandbox alternatives and September 2023 approaching quickly, it’s fair to say this next delay was inevitable.

If behavior is consistent with the last delay it will mean a large percentage of the advertising community will take a huge sigh of relief and hit their snooze buttons. Cookieless readiness programs will be paused and advertisers, agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

Let’s repeat that last statement; 1 in every 2. In many Global markets (US, UK and France as examples), ~50% of impressions operate today without a 3rd party cookie. Said another way… the iPhone, Safari, Firefox and Edge users will continue to be underutilized as long as Google allows 3rd party cookies to operate.

These cookieless audiences are reported to spend more, travel more* and from our research** their audiences convert better. So, our position at Teads is clear, keep cookieless readiness a top priority for your business and take advantage of the most lucrative audiences by using Teads’ cookieless solutions.

We recommend that the advertising ecosystem continues to prioritize cookieless today and stop focusing on what Google is doing. For those who embrace the new solution, opportunity is abundant so any delay is not only ignoring the inevitable but potentially costing your business.

So don’t hit snooze again. Wake up to the reality that cookieless isn’t near; it’s here and Teads is perfectly placed to help you.”

Read more:
Rules for Brands in the Post Cookie Era

Contextual Targeting is More Efficient than Behavioural

 

The 2022 Cannes Advertising Festival is over. The last hangover of the approximately 10,000 delegates has been cured, the latest deals have been cut, and the most impressive award winners have been celebrated.  Portada asked a few Cannes insiders about how the 2022 Cannes Festival went. Here is a somewhat irreverent assessment. 

Despite very high travel costs (e.g. US $5,000 economy class trips from New York City to Nice) and many observers forecasting low attendance due to COVID, between 8,000 and 10,000 delegates attended Cannes this year. In 2019, pre-Covid, more than 12,500 industry delegates gathered in Cannes. “I saw less clients than three years ago, but still a good amount,” Eric Tourtel, CEO Latin America at Teads tells Portada. Tourtel adds that more executives from the creative side of the business as usual attended the festival this year. Among Latin Americans there were surprisingly large amounts of Central Americans, Colombians and Mexicans attending, and of course many Brazilians.

For the client side (brands) of the business and the sell side media platforms and tech platforms, the festival is, first and foremost, about developing and closing business. This is not so much the case for the creative side of the advertising industry, insiders tell Portada. Creatives want to win awards; it’s not so much about business but about having fun (remember Publicis pulling out of Cannes in 2018 because it thought it could make a better use of its money?).

To be “in” Cannes You Need More than a Ticket Purchase 

Even when you are on the festival grounds because you purchased a ticket you are not really “in”. A ticket to the Cannes Advertising Festival does not guarantee you that much access to interesting networking and meetings. Companies need to invest much more to gain access to buyers. (In the media world ‘buyers’ mean brand marketers.)
Below is the access and power pecking order media and tech companies invest in (from high to low cost):

1. Beach Takeover (e.g. Meta, Google). Companies take over beaches, with massive beachfronts installations to showcase their concepts and products (e.g. Meta’s Metaverse) and provide impressive presentations and fun meeting space. In 2022, and signaling the enormous rise of retail media, Amazon took over a portion of the beach front with the “Amazon Port,” its biggest showing at the Cannes Advertising Festival yet and a sign of the growing significance of industry relationships to its business.

2. Yacht: At a cost of approximately US$ 250,000 for the four days Cannes Advertising Festival rental, major ad-tech and other players rent a yacht. They then pack the yacht with senior brand marketing executives for client meetings and entertaining. (e.g. Teads, Taboola).

3. Rooftop rental in a Cannes Apartment Building:
Apartment building and hotel rooftops are close to the area of the festival and are a less expensive option compared to a beach takeover or a yacht rental.

4. The Villa rental. Villas surrounding Cannes are a bit further away from the epicenter of the festival and parties and meetings there are a bit less prone to be attended by delegates.

5. Tickets: Entry fees to conferences and award functions lie between 600 and 2,500 euros (US $600 to US $ 2,500 euros) depending on type of event to be attended.

(Another option is to fly in major music and show biz talent for exclusive performances. This is an alternative often used by Spotify who easily will spend more than US$ 3 million in this initiative.)

Cannes Advertising Festival: A Day on the Teads Yacht

The Teads Yacht at Cannes Advertising FestivalTead’s Eric Tourtel tells Portada that his company held 220 meetings in 4 days during the 2022 Cannes edition. Three years ago, pre COVID, the figure reached more than 300. The figures provided by Tourtel reflect how yachts turn into meeting and deal-making machines during the Cannes Advertising Festival. “Throughout the four days, we had 2,000 people in our yacht. Never more than 100 at a time,” says Tourtel. Yacht meetings are substantially better than other types of meetings (e.g. office meetings or virtual meetings). Teads executives can make presentations to brand marketers in a relaxed environment with a rosé wine in hand. After the meeting held in the largest room of the yacht, they will be able to have more informal conversations on the deck.
Sales executives of companies who don’t have the means to rent a yacht are often seen waiting on the dock close to the yacht entrance where they can approach the brand marketers entering or exiting the yacht.

Throughout the four days, we had 2,000 people in our yacht.

Cannes Advertising Festival: What is Keeping Delegates Up at Night

  • The Macro Situation:  Brand marketers representing CPG, automotive and other sectors, are reporting supply chain issues (e.g. chips for cars or computers) that imperil their production processes, which, in turn, make their ability to market and promote their products more unpredictable. Supply chain issues, coupled with the current inflationary scenario and high geopolitical risks arising out of the war in Ukraine, do not bode well for growth in marketing and advertising during the second half of 2022. Overall, insiders maintain, advertising initiatives will become more outcome and performance based.
  • Valuation Implosion at Ad-Tech Companies. Publicly quoted advertising technology firms like Roku, The Trade Desk or Integral Ad Sciences have lost more than 50% of their stock market capitalization over the last 6 months. No wonder this development had a negative influence on the mood of ad-tech executives in Cannes, industry observers asked by Portada assert. The huge valuation decline also has an impact on the price and funding prospects of smaller non-publicly quoted ad-tech companies.
  • DE&I: Lots of Talk but no Walk (?)
    At Cannes, there were some presentations about the importance of Diversity Equity and Inclusion, yet while DE&I has become a major buzzword, insiders tell Portada that all the talk does not seem to be backed by real spending to communicate and promote DE&I objectives. Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricard, notes that she would have liked to have seen a more diverse speaker base, certainly on the main stages of the festival. She adds, however, that Cannes Lions Titanium awards did have a diverse winner base  (e.g. India).
    I would like to have seen more diversity, certainly on the main stages. 
  • Attention as the new Currency
     “Attention is the new viewability”, Teads’ Tourtel notes.  Attention measures the difference between an ad being visible and an ad actually be seen by the consumer. According to Tourtel, this turns the advertising conversation from an efficiency focus (cheapest option) to a focus on effectiveness (what works). Teads claims to be the first platform that has attention metrics integrated into its analytics.
  • Carbon Responsible Advertising, Online media is responsible for 4% of total carbon dioxide emissions. It is clear that soon there will be regulations to limit carbon emissions. Some advertisers including Chanel are starting to measure emissions.
  • Identity Solutions. The cookieless world – 60% of U.S. Internet traffic is already cookieless compared to between 15%-20% in Latin America – continues to be a crucial topic. In this context, CTV (Connected TV) and its contextual targeting solutions were highlighted as a viable option by several Cannes Advertising Festival participants.

Teads, the Global Media Platform, announced financial results and shared operating highlights for the Fiscal Year ended December 31, 2021. Teads reported revenue of $678 million for FY 2021, representing growth of 25% year-over-year.

Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments.
Teads Financial Results
Jeremy Arditi, co-CEO of Teads.

Jeremy Arditi, co-CEO of Teads, commented: “Teads delivered a strong financial performance and continued to innovate and advance new advertising solutions throughout 2021 helping leading brands and their agencies navigate an increasingly complex open web. Our continued innovation in privacy-centric advertising is gaining traction across the industry by enabling our customers to target key audiences in cookieless environments. At the same time, we are providing new technologies and solutions to our publisher partners to better prepare them for a cookieless world. Throughout 2021, we signed a number of new global joint business partnerships with some of the world’s leading brands. Our performance advertising business, focused on traffic acquisition and conversion, was a major contributor to our 2021 results, growing 65% year-over-year. Performance advertising currently represents a significant portion of our total revenue. Overall, we continue to increase our investments in both engineering and sales talent to drive continued, organic growth. Finally, at a time when trust and transparency in media has never been more important, we will continue to champion the world’s best publishers as a trusted monetization partner.”

2021 Operating Highlights

  • Established the First Cookieless Platform on the Open Web: Teads’ leadership in innovation continues, announcing new technology that established the first cookieless platform designed for the open web. In 2021, Teads released a major update to its advertising buying portal, Teads Ad Manager (“TAM”), allowing advertisers to activate cookieless campaigns across the entire marketing cycle including planning, targeting, delivery and reporting. This is a major milestone for Teads and the industry as it provides all of Teads’ advertiser, agency and publisher partners a significant advantage in today’s increasingly cookieless world. Teads also rolled out a cookieless readiness initiative to help brands and their agencies conduct head-to-head testing demonstrating that media KPI performance and brand uplift for cookieless campaigns is in-line with or higher than that of cookie-based campaigns. With approximately 40% of global web traffic already not using third party cookies(1), Teads expects its leadership and innovation in cookieless to be a significant growth driver going forward.
  • Launched CTV Offering: Building on its expertise in video, Teads launched its Connected TV (CTV) offering. Teads’ addition of CTV, which is still in beta, gives advertisers and their agencies the ability to seamlessly buy a new array of high-attention premium media. By adding TV devices to the mix, advertisers are now able to buy across TV, mobile and desktop.
  • Signed New Joint Business Partnerships with Leading Brands: The world’s largest brands continue to partner with Teads to achieve massive reach in high quality environments across the open web. By signing a joint business partnership, brands commit to annual spending targets and gain access to dedicated teams to best leverage Teads’ data, audience targeting, creative platform and leading insights in order to drive superior outcomes.
  • Continued Publisher Expansion: Teads continues to sign new and renew existing partnerships with leading publishers across the globe in key local markets. Many of Teads’ deals are struck on an exclusive basis to serve inRead video and display ads in the heart of editorial text. In 2021, Teads had direct integrations with more than 2,800 publishers across the globe. For 2021, we retained 98% of our top 500 publishers from 2020 showcasing continued satisfaction and trust for the quality demand that Teads delivers.
  • Performance Advertising Product Updates Well Received: In 2021, Teads also released major updates to its performance marketing products and currently offers one of the most advanced web traffic acquisition solutions in the marketplace. Teads first introduced performance advertising in 2018 which continues to be a significant contributor to overall revenue growth. The platform’s success with performance allows Teads to compete for spend up and down the entire marketing funnel, complementing the brand advertising business.
  • Measuring The Attention Economy: Teads has been at the forefront of research looking at The Attention Economy, working with Havas and dentsu to better quantify Attention and how advertisers can move beyond viewability to better predict campaign outcomes.
  • Adding Talent and Expanding the Company’s Footprint: In 2021, Teads added over 230 new employees and at the end of FY 2021 had 1,035 full-time employees in 26 countries around the world. Teads expects to double the technology workforce over the next 18 months in order to drive new product initiatives and increase its market share. With the technology hub located in Montpellier, France, Teads has been successful in attracting and retaining leading engineering talent.

 

AVOD leader will also adopt Yahoo’s future-proof identity solution, Yahoo ConnectID

NEW YORK–(BUSINESS WIRE)–Yahoo today announced an expanded partnership with Glewed TV, a leading ad-supported video-on-demand (AVOD) discovery and live distribution platform for original and professionally produced video content. With the expanded partnership, Glewed TV has officially named Yahoo a preferred supply-side platform (SSP) across connected TV (CTV) and display inventory. Glewed TV has also adopted Yahoo’s cookieless identity solution, Yahoo ConnectID, beginning with display. Yahoo ConnectID continues to scale as marketers seek a sustainable approach to identity resolution on the open web.

Glewed TV delivers free, ad-supported access to over 20,000 hours of premium on-demand content, spanning food, sports, DIY, educational, documentaries, wildlife, travel, comedy, product reviews, movies, and more. With Yahoo SSP as its preferred monetization solution, Glewed TV can access hundreds of top advertisers and unique demand, maximizing performance and yield for its CTV and display inventory.

As a full-stack provider, Yahoo offers its advertisers a direct track to Glewed TV’s streaming and display inventory, increasing transparency and optimizing spend by receiving more competitive auction efficiency, private deal opportunities such as programmatic guaranteed, and advanced reporting capabilities across Glewed TV buys.

Taking further advantage of Yahoo’s full-stack, Glewed TV will also tap Yahoo’s identity solutions, beginning with Yahoo ConnectID for display. As programmatic buying becomes increasingly omnichannel, identity changes in mobile and web are set to follow suit in the CTV space. With Yahoo ConnectID, Glewed TV advertisers will be able to target inventory in cookie-less environments through Yahoo DSP and Yahoo Exchange. Yahoo ConnectID also ensures addressability and monetization for Glewed TV supply, despite identity deprecation.

“This partnership allows buyers to leverage all that Glewed TV has to offer, from AVOD to display,” said Iván Markman, Chief Business Officer of Yahoo. “With Yahoo’s DSP and our unified, full-stack stack solutions, we are making it easier for advertisers to plan, buy, and target campaigns across inventory types and devices, while helping the world’s leading publishers maximize monetization.”

“Standalone DSPs cannot compare to Yahoo’s full-stack offering,” said Eric Fitzpatrick, VP Strategy of Glewed TV. “Yahoo’s integrated SSP and DSP provides a direct path between demand and supply, driving more efficiency for advertisers, greater yield for Glewed TV, and better transparency and optimization for all. We look forward to continued success and collaboration with them as our preferred SSP.”

The partnership takes advantage of Yahoo’s unified advertising technology stack, which facilitates both buy- and sell-side capabilities — all tightly integrated to work better together. As an end-to-end, full-stack technology partner, Yahoo can uniquely support advertisers and publishers in unlocking the full value of their content and marketing, while putting consumer experiences first.

About Yahoo

Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

About Glewed TV

Glewed TV was founded by a team of creators and technologists that have successfully launched multiple streaming channels in the past five years. Glewed TV is one of the ways cord-cutters are saving with free access to premium on-demand content. No subscription fees are required to watch movies and TV programs that are unique, engaging, immediate and convenient. Glewed TV is ad-supported and free across all platforms. Glewed TV sources and produces content of high production value with over 25,000 hours available. Main content categories include live tv, news, food, sports, DIY, educational, documentaries, animals/wildlife, travel, comedy, product reviews and movies.

Contacts

Brittany Votto

brittany.votto@yahooinc.com

(Updated March 21, 2022) More than 80 brand marketers targeting U.S. and Latin American audiences will be participating at the Portada Live Marketing Conference in Miami this Thursday March 31, 2022. The conference program is designed to maximize peer-to-peer learning and 1:1 interaction in a comfortable setting. It will include knowledge-sharing sessions and presentations by major brand leaders as well as VIP lunch and dinner functions. A complementary virtual format will enhance content and networking opportunities.

Driven by brand marketers belonging to the Portada network who represent the most dynamic sectors of the U.S. and Latin American economies, the Portada Live marketing conference in Miami will include presentations and knowledge-sharing sessions by major brand leaders who will discuss topics including the below: 

  • Capitalizing on brand purpose to create brand equity and business value – The Curacao Story Ariela Nerubay, CMO & EVP of Marketing, Curacao,  Seraj Bharwani, Chief Strategy Officer, AcuityAds
    The Costa Farms Story: with Maria Carrasquillo, Senior Director Brand & Channel Marketing, Costa Farms, Juan La Fuente, Senior VP Operations, Costa Farms
  • Choosing the Right Celebrity for Your Brand: A Fireside Chat with Bette Ann Fialkov, Head of Entertainment & Culture, Hims & Hers interviewed by Mike Valdes Fauli, COO, Chemistry.
  • Effective Marketing in 2022: In the midst of mind-wobbling technological innovation, marketing is being challenged with intensifying demands to be more transparent and trustworthy, and more inclusive and diverse. Three leaders will present case studies on how they are working on a pathway to marketing success. Speakers: Maurizio Angelone, CEO, Digital Reef, Rafael Belloso, Senior Brand Marketing Manager, Ocean Spray Cranberries, Jean Paul Ciaramella, Media Lead Popeyes NA, Restaurant Brands International Moderator: Juan Athie, GM & Sales VP Latin America TCL/Alcatel, TCL Communication.

Marketing Conference in MiamiThe event will also include  VIP lunch and dinner functions, and brand decision-maker led workshop tracks with the below topics:
– Leveraging Data Insights for Omnichannel Marketing led by Jill Leccia, Vice President Brand Marketing – North America, Stanley Black & Decker
– How Multicultural Insights Drive General Marketing Strategy led by Alberto Perez, Director of Multicultural Marketing – Healthcare Marketing, HLK    
Panregional Marketing: Approaches to Expanding Your Business in Latin America   led by Linda Pinzón, Sr Brand Marketing Specialist, Latin America & Caribbean Enterprise Holdings
– Effective Content Marketing: Solution Approaches led by Jessica Mayoral, Marketing Communications Manager, Digital & Social, Microsoft
– Cookieless Marketing: The State of the Art led by Bibiana Amundaray, Marketing Manager, James Bark

Participants will share knowledge-with and provide solutions to brand marketing leaders in the Portada Council system. In order to ensure the safety of attendees, all participants will have to provide proof of COVID-19 vaccination.

Complementary Virtual Format Enhances Content and Networking Opportunities 

In addition, a complementary virtual event format will enable globally based participants to attend the event virtually, including the participation in 1:1 meetings withother virtual attendees. The event’s virtual format will also include the following sessions:

Brand Marketer Challenge: Are CPG Brands and Online Marketplaces Frenemies?
Speakers: Guillermo Rivera, VP Marketing (Founding Team), Merama, Salvador Padron, Sr. Director, Sabritas, Ruffles and Paketaxo Marketing, Pepsi, Moises Leiferman, Sr. Manager Omni Channel, Perfetti Van Melle

Beyond Social Listening: Using social & consumer intelligence to drive strategy
Ana Marin Consuegra, Digital Marketing Manager, Coppel

DEI Marketing: How to create and communicate DEI initiatives to internal stakeholders and consumers.
Cesar A. Lostaunau, Director Growth Markets/Diversity & Inclusion, Century 21 Real Estate LLC and Ronald Bautista,

 

Already confirmed Partners of Portada Live include:

 

Canela Media

Golin

Futbol Sites

illumin

Meltwater

Orlegi Sports

Vevo

 

For more information, including the list of brand leaders participating, please reach out to Isabel Ojeda at Isabel@www.portada-online.com.

 

 

 

Yahoo forges strategic partnerships and expansions to drive growth in top-performing media environment

NEW YORK–(BUSINESS WIRE)–Yahoo, the global media and tech company, today announced new partnerships with connected TV (CTV) leaders, following a successful year that closed with 141% growth in CTV ad revenue year-over-year. The momentum indicates the company’s strategic leadership and reach in the CTV environment as its popularity continues to accelerate.

TV viewership has skyrocketed over the last year with CTV at the forefront. In the U.S. alone, nearly 214 million people are now using a CTV device each month.1 Subsequently, advertisers have adjusted their strategies to reach consumers across multiple streaming platforms, with CTV ad spend set to exceed $5.4 billion this year.2

With changing consumption patterns and shifting investments, Yahoo has accelerated its CTV business across both supply and demand, bringing premium CTV supply partners to its roster and launching new performance-driving capabilities for advertisers.

On the supply-side, following major partnerships with publishers like VIZIO, which identified Yahoo as its preferred SSP for programmatic monetization, today Yahoo is making new media partnership announcements, including:

  • Crackle, a video streaming service owned by Chicken Soup for the Soul Entertainment, has named Yahoo as a strategic SSP
  • Philo, a live-TV streaming service, has added Yahoo as an SSP

The Yahoo SSP allows media and inventory owners to increase performance and yield with a streamlined ad tech stack. Built by a publisher for publishers, the Yahoo SSP supports every transaction model, from header bidding to guaranteed campaigns, and gives media owners access to Yahoo’s thriving ad exchanges and hundreds of top advertisers – including unique demand from the Yahoo DSP.

“Yahoo continues to be a key partner for us, as demand for ad-supported streaming surges,” said Philippe Guelton, President of Crackle Plus. “Yahoo’s reputation and pedigree within the programmatic video landscape provide us great opportunities to maximize the value of our supply with blue-chip brand partners that have been in business with Yahoo for years.”

For demand partners, Yahoo has bolstered its CTV offering,

  • Enabling DSP access to VIZIO’s Inscape viewership data, which spans more than 18 million opted-in VIZIO Smart TVs. Yahoo is the exclusive DSP to access this data.
  • Partnering with FOX Entertainment’s ad-supported video-on-demand (AVOD) service, Tubi, giving Yahoo DSP buyers direct access to its content library, making it easier to plan and transact on CTV.
  • Teaming up with NBCUniversal to give Yahoo DSP advertisers programmatic guaranteed (PG) access to the full scale of Peacock’s library of timely and timeless on-demand content, including NBC Sports, NBC & Sky News, NBCU Next-Day Prime, premium movies, acquired hits, Peacock Originals, and more.

Harnessing powerful cross-screen data from more than 900 million direct consumer relationships,3 the Yahoo DSP helps advertisers understand and reach their audiences across every device. DSP advertisers can connect the dots in a cookieless world through a best-in-class identity graph and unmatched first-party data, activate performance-driving machine learning, and take advantage of premium and exclusive omnichannel inventory.

Yahoo’s unified ad tech stack supports advertisers and publishers, facilitating both buy and sell-side capabilities as well as an exchange — all tightly integrated to work better together. As an end-to-end, full-stack technology partner, Yahoo can uniquely support advertisers and publishers in unlocking the full value of their content and marketing, while putting consumer experiences and privacy first.

“We have quickly evolved to meet the new TV landscape,” said Iván Markman, Chief Business Officer of Yahoo. “From advertisers to publishers, we are helping our customers meet and exceed their needs in this exciting new area, with a unified ad stack and an end-to-end, integrated ecosystem that delivers sustainable identity, premium inventory and data, and tools that drive performance and efficiency.”

For more information about Yahoo Ad Tech, please visit: https://www.adtech.yahooinc.com/.

About Yahoo

Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

_________________________

1eMarketer, US Digital Ad Spending, April 2021

2MAGNA, Advertising Forecast, September 2021

3Comscore Custom Reporting, Multi-Platform, Yahoo (and Microsoft Partnership) Avg. September-November 2021, Global

Contacts

Brittany Votto

brittany.votto@yahooinc.com

Ad Tech
Iván Markman, Yahoo Chief Business Officer

While the future of identity will continue to emerge and evolve in 2022, time waits for no one – and that time is quickly running out in the ad tech industry. Not only will Google not grant another extension, cookies and IDs have already eroded across major operating systems and, to state the obvious, there’s a number of browsers that no longer support cookies. Those that delay will be in peril of both revenue loss and consumer irrelevance – you literally cannot afford to wait.

This time crunch, however, will yield more direct industry conversations, as we build innovative approaches to audience creation, engagement and measurement — beyond cookies and app advertising IDs. The importance of first-party data to create these solutions is undeniable and the relative weakness of those without that access will increase.

The new year will also elevate the discussion on value exchange – more specifically, the strength of a brand’s offering to entice the consumer to connect. Sure, we all understand the general premise of data for access, but true brand loyalty, advocacy, and affinity will reign as key trust elements incentivizing consumer signups and consent. While in the past a simple online transaction would have justified a brand’s use of cookies, in 2022 and beyond, the importance of the brand – what the brand stands for and the value they provide to their consumers – will be key to first-party data activities and to trusted engagement more broadly.

Lastly, next generation contextual advertising solutions will break through as a key component to the future of identity. Not your 1990’s, standard contextual, but contextual paired with rich and real-time data insights — emerging as identity’s ‘Miss Congeniality’, supporting and – in some cases – augmenting how audiences are inferred in a cookie-less world. As non-addressable inventory eventually overtakes addressable, contextual – paired with those critical data insights – will help brands deliver meaningful connections while supporting consumer trust.

The bottom line is that identity solution testing and learning must happen today. 2023 is just a formality – the time is up.

When advanced TV is ⅓ of the Upfronts, it’s mainstream and a mainstay

TV viewership continues to skyrocket, with CTV at the forefront of that growth and consumer engagement. In 2022, brands will refine their strategies and unlock incremental linear reach with CTV spend. But with fragmentation across linear and CTV viewing, robust frequency management across both will be critical to the effective use of ad dollars.

To that notion, the Upfronts have become more CTV-centric – and when it makes up a third of Upfront spend, it’s no longer experimental – it’s a mainstay. At the same time, the important task of eliminating overlap and excess household frequency will require advertisers to increase the sophistication of their CTV buys. This will include a higher percentage of CTV bought in the Upfront and being activated programmatically instead of IO. It will also lead to a decrease in programmatic guaranteed spending and an increase in bidded private or open marketplaces. These changes will allow advertisers to more dynamically and granularly manage reach and frequency for their campaigns. As consumer behavior continues to shift at what seems to be an unattainable pace, marketers seek more agility and optimization.

The light is always on: Commerce access anytime, everywhere

Driven by post-COVID consumer behavior, commerce will become more direct and personalized. Consumers are looking for their own shopping experience, truly specific to them: how they want to shop, interact, and build a relationship with a brand. A data-driven retail strategy will be more essential than ever in 2022 to deliver that level of personalization. And as the industry moves toward a cookieless world, first-party data and direct consumer relationships will be critical.

Retailers are busting down the downs on advertising opportunities, expanding and integrating to deliver even more customer touchpoints and provide greater personalization at scale – from in-app and loyalty programs that enable faster checkouts to real-time in-store pushes offering product suggestions based on the customer’s unique needs.

With support from consumers, brands will push the boundaries of immersive experiences, going beyond “try ons” and into fully interactive experiences that make shopping more fun and convenient. And in an ‘old is new again’ twist, we’ll see a resurgence of tech like QR codes that support our new lifestyles and make it easier to get brand experiences into consumers’ hands. Lastly, there is growing demand for more contextual shopping experiences that feel less like advertising, either through native ads, dynamic PDAs or dynamic creative. Strategic advertisers and agencies will lean into this to deliver on evolving consumer expectations.

This year, the holiday shopping season is set to rebound from the uncertainties and anxieties of 2020 — and in a big way. Retail spending in physical stores is on track to grow more than six percent year-over-year, while ecommerce will triple that figure, at nearly 18% year-over-year growth.

By Yahoo’s Chief Business Officer Iván Markman.

The fact that holiday shopping will be more online than ever this year shouldn’t be too surprising. The Covid pandemic reshaped consumers’ digital habits — driving people online not only to buy, but to enjoy digital versions of the shopping experiences they expect from physical stores. And these habits are here to stay. Rather than being a stopgap solution, they’re making shopping and buying more seamless and enjoyable.

With that in mind, marketers need to make the most of the opportunities that have been cracked open by this evolution in how we all shop and buy. But if any retail marketers assume that means it’s safe to revisit strategies from 2019, they’ll be in for some surprises.

Here are 6 strategies to meet holiday consumers in this surging digital era and drive impact for your brand:

1. Engage consumers with new experiences

The brands that will win the holiday are cutting through the noise and the monotony. As more buying occurs online, consumers want new experiences that excite and inspire. Extended reality-enabled advertising — think AR and VR — can deliver that, giving shoppers 360-degree views of products, and allowing them to try before they buy virtually, from the convenience of their home or phone. Interactive CTV ads are also a growing opportunity as the technology has improved dramatically over the last several years to unlock greater customization and data-targeting.

New native advertising formats — from larger, fullscreen units to dynamic video — can incentivize shoppers to buy by offering discounts in imaginative, attention-grabbing ways.

They also offer real omnichannel engagement, inviting consumers to engage with TV ads using mobile devices to accelerate their path to purchase. And new native advertising formats — from larger, fullscreen units to dynamic video — can incentivize shoppers to buy by offering discounts in imaginative, attention-grabbing ways, for products they have already browsed and relevant products they have yet to discover. Pre-pandemic, marketers increased native spend by 24.6% and, given our new normal, contextualized shopping experiences will be even more critical.

2. Capture attention on screens at home and in stores 

While more holiday shopping will be online than ever before this year, the experience will continue to be hybrid for most consumers, with a combination of in-store and digital buying. For this reason, an omnichannel approach is essential for retail marketers to get in front of consumers wherever they may be. Enter Digital-Out-of-Home (DOOH), which has advanced considerably in recent years to become a key part of any retail marketer’s advertising media mix. DOOH gives brands the ability to target shoppers on-the-go — digital billboards while waiting for the train, for example — and in-store, with companies bringing ad opportunities to POP signage and store aisles.

These channels are essential for reaching and engaging consumers with holiday promotions.

These channels are essential for reaching and engaging consumers with holiday promotions in the moment, while connecting their digital and offline experiences in a unique way that stands out. More of this inventory is available programmatically, as well, which enables deeper targeting and stronger impact. Retailers and brands need to take advantage of that shift.

3. Boost ROI through personalization

Speaking of personalization, don’t listen to the naysayers — consumers want ads to be targeted. In fact, 80% say they’re more likely to purchase if the brand in question provides personalized ad messaging. Right now, with so much attention in the industry on third-party cookie deprecation, it may seem as though the future of personalization is in question. But addressability will persist and thrive. Ultimately, brands need to take control of their first-party data, make use of high-quality second-party data from trusted partners and, with the help of tech partners, lean into cookieless IDs such as hashed emails or logins.

Consumers understand the trade-off of ads for free content so they want personalized ads.

By activating these strategies, retailers and brands can still take advantage of powerful, personalized formats like Dynamic Product Ads and Dynamic Creative for their campaigns that combine tailoring and compelling media. At the end of the day, consumers understand the trade-off of ads for free content so they want personalized ads. The experience just has to be done the right way, maintaining privacy while delivering value.

4. Entice shoppers with great deals

Brand loyalty has not been in so much flux in years.

This is an evergreen point, but it’s especially important in this moment where economic uncertainty remains, and savings are extremely important in incentivizing shoppers. Deals and discounts are especially important to Gen Z, whose buying power has grown considerably. Online shopping truly speeds up the process of deal discovery, facilitating browsing from multiple brands and retailers in multiple browser tabs or devices. Brand loyalty has not been in so much flux in years. Engaging digital formats are essential in this environment. Consider cross-device/cross-channel advertising, including native and dynamic creative.

5. Be a hub for the in-store shopping season

Consider that the physical store is often just the point of product pick-up (think BOPIS).

As in-store shopping continues, savvy brands and retailers can turn a consumer’s smartphone into a true IRL shopping companion. Mobile ads can become dynamic coupons, for example, with mobile-optimized branded content that can be saved in a mobile wallet. Brands can also create experiences where consumers research store reopenings and receive an offer for mapping the route to the location. Consider that the physical store is often just the point of product pick-up (think BOPIS). Brand retailers need to move away from thinking of the “in-store experience” and consider how omnichannel advertising speaks to the digital/in-store hybrid shopping methods consumers actually implement.

6. Leverage in-flight analysis tools

This holiday shopping season isn’t going to be like last year’s — or any other.

Despite holiday sales likely to increase in 2021, the pandemic and a variety of economic factors are creating global supply chain constraints. These challenges have been well-documented, convincing consumers to begin their shopping earlier than in previous years.

Fears of inflation and higher prices are also contributing, with 40% saying they “expect to shop and spend earlier than they did in 2020.” While marketers can’t directly control these issues, they can mitigate them by more accurately logging campaign performance and conversions to support planning. Traditionally, lower funnel metrics like sales are measured weeks after a campaign. With new in-flight sales analysis tools, however, advertisers can understand performance during a live campaign and leverage that data for managing and optimizing inventory.

This holiday shopping season isn’t going to be like last year’s — or any other. Consumers are adjusting to a new reality, and brands must do the same. Make your holiday marketing strategy unique, engaging, omnichannel, and personal and you will win customers during this competitive period.

 

The Dominican Republic’s Grupo Corripio and Puerto Rico’s Grupo Ferré Rangel are the two largest media groups in the Caribbean. Both groups have a significant commonality: a very important audience reach in the United States.  With the audience as a backbone, “both media companies joined forces in 2018 to build a larger and stronger audience network of Hispanics in the U.S,” Augusto Romano, CEO of Digo Hispanic Media tells Portada.

The U.S. Hispanic population has grown from 50.5 million in 2010 to 62.1 million in 2020. Hispanics accounted for 51% of entire U.S. population growth during that period. Due to the relative youth of the Hispanic population and its entrepreneurial character it can be said that, more than any other group, Latinos drive the U.S. economy.

In addition to its owned and operated sites, Digo Hispanic Media includes other handpicked premium, reputable, and well-established Spanish language publishers from Latin America and the U.S. in its network.” According to Romano, these premium publishers are the first point of reference for Hispanics in the U.S. and they have the need of staying connected to the news of what’s happening in their country of origin.” For example, these audiences are interested in content that deals specifically with sports heroes of Puerto Rican origin El Nuevo Dia Puerto Rico Managing Editor, Rafael Lama tells Portada .

The Vision for 2025…

Hispanic Media
Aisha Burgos, SVP, Sales & Marketing, Digo Hispanic Media

“We are a data-driven company and our purpose has always been to make true connections between audiences and brands,” Aisha Burgos, SVP, Sales & Marketing, at Digo Hispanic Media asserts.
“By 2025 we expect to take this to the next level by continuing being strategic with our partners, delivering the correct data connectivity and addressability with the audience they want to engage with, not only at the correct time, through the correct channel or device, but also in the correct environment, either in the real world, the metaverse or even outer space. The sky is the limit, pun intended!”, Burgos adds.

By 2025 we expect to take this to the next level, either in the real world, the metaverse or even outer space!

Supporting Digo’s network of publishers is another key element of Digo’s DNA .”As we all know content is king and the audience is the queen, and those are the two most valuable assets that publishers have. We will be side by side with our publishers to ensure that they can continue catering to their audience the content that they need and want in the formats and channels that they prefer, while they can also rely on us in helping them future-proof their business with new ad tech, user experience best practices and new monetization capabilities,” says Burgos.

…and What It Means for Brands.

 

Augusto Romano, CEO, Digo Hispanic Media
Augusto Romano, CEO, Digo Hispanic Media

Premium content and brand safety are two key pillars of Digo’s offering. “Advertisers will benefit from all of the above, plus they will have exclusive access to premium and culturally relevant environments where they can connect and engage with their desired audience,” CEO Romano emphasizes. Digo has developed its own ad-tech stack, which allows it to offer audience segmentation,  dynamic-creative optimization and other services to advertisers. Digo also has partnerships with major DMPs. “Our ad-tech, plus our audience first-party data and our network allow us to develop the perfect solution for our clients, aiming always to achieve their business goals. Our clients will also benefit from relevant insights related to their target audience and will be able to execute new and more intelligent strategies to continue improving its ROAS,” Romano mantains.

Hispanic Media: Owned and Operated Sites Meet Brands’ Thirst for First-Party Data 

In times of cookieless marketing and brands’ imperative to gain first-party data, having a Hispanic media partner who owns and operates (OO) digital media properties is very advantageous to advertisers. “Having owned and operated sites gives us a competitive advantage vs other networks since we are able to identify our audience and gather our first-party data with a key-value setup – universal id’s – allowing us to push the audience segments to our Ad Manager, SSP and/or our DSP.  “This enables us to maintain data connectivity and addressability in a cookieless world. We have been testing and executing campaigns with this cookieless approach and we’ve seen great results in performance and costs,” Romano concludes.

 

Our ad-tech, plus our audience first-party data and our network allow us to develop the perfect solution for our clients!

 

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