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A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

Netflix has now made it possible to download videos from its streaming service to smartphones and tablets for offline viewing.

AT&T is launching DirecTV Now on Monday, and people are wondering whether Apple TV, Amazon’s Fire TV and CBS will be included as content partners.

kamaiAkamai has launched Common Media Application Format (CMAF) support for its cloud transcoding service. It is meant to aid OTT video players in delivering their content through segmenting media delivery, and is under review by the Moving Picture Experts Group (MPEG).

According to a report by Activate, 53% of American internet users will subscribe to at least two streaming video services. And by 2020, that percentage will climb to 62%, with 43% opting for two subscriptions and 19% subscribing to three or more.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

Hulu may become the first online video service to offer live television broadcasts along with a large library of on-demand programming.

DMP Lotame has launched the first-ever TV DMP, connecting digital audience data to local broadcast television and giving media companies the ability to leverage online behavioral data to identify when prospective advertisers’ key audiences are watching during particular days or times.

WPP’s media agency group, GroupM, has announced the global launch of [m]PLATFORM, an advanced technology suite with media planning applications, data analytics and digital services.

VidaPrimo, a multi-platform network that distributes Latin Rhythm music, has named Stephen Brooks as Executive Vice President and General Manager. The announcement was made by GoDigital Media Group Chairman and VidaPrimo CEO Jason Peterson. Brooks will help expand the music network so that it can be accessed on any device and through any service, uniting both music fans and interested brands in the process.

Video experience pioneer Accedo and Digiflare announced a merger with the goal of creating the world’s leading video experience company. Michael Lantz will act as CEO of the merged company, which will remain under the Accedo brand, while Fredrik Andersson, David George and Mano Kulasingam will all take on senior leadership positions within the merged organisation.

TV ad management software provider SintecMedia has acquired ad-tech firm Operative Media in a transaction that’s valued at almost $200 million, according to the companies.

LATAM MARKET

Digital video technology and services provider CastLabs will be providing multi-platform video playback technology and DRM licence management to Mexico’s Cinepolis so that it will be able to deliver high-quality video on its Cinepolis Klic video-on-demand service.

Brazil is expected to have raked in more than R$2bn (£468m) in sales during this year’s Black Friday, according to Camara E-net. This would be 342% higher than a regular Friday’s sales.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

abrilBrazilian publisher Abril Group has bought stake in the local operations of German Guiato, a web and mobile e-commerce platform for physical retailers.

O3b Networks has announced that it is partnering with Ozonio to bring high-speed broadband connectivity to the Amazonian city of Tabatinga, Brazil, marking the second Amazonian city that the company has connected: it recently brought connectivity to the city of Tefé.

 

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

lotameLotame, a data management platform focused on helping companies maximize the value of their data, announced the launch of Lotame Data Stream, an always-on source of rich consumer data powered by billions of data points from Lotame’s global data exchange. Lotame Data Stream allows global enterprises to combine this high-quality data with their existing first-party data for a more complete profile of their consumers.

Ooyala, a Telstra subsidiary that focuses on premium video publishing, production workflow, analytics and monetization, introduced Ooyala AppStudio, its new turnkey over-the- top (OTT) solution for innovative video providers to cost-effectively build and deploy comprehensive OTT app- and web-based video entertainment experiences.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Pinterest has launched video ads on its platform in the form of Promoted Videos for the United States and Britain. Pinterest has apparently experienced a 60 percent increase in videos on the platform.

Research firm Tubular Insights is running a webinar on online video, and reports that there were 6.1 trillion cross-platform video views between April 2015 and April 2016, which represents an increase of 71% year-on-year. The study also revealed that 68% of marketers believe that original digital video content will be as important as original TV programming in the next 3 years.

 According to the Department of Commerce’s National Telecommunications & Information Association‘s new report, rural dwellers use the Internet less than those that live in urban areas. Based on data collected in July 2015, 75% of urban Americans say they use the Internet, while 69% of rural Americans say they do so. Just 86% of online rural residents reported that they use email, compared to 92% of city dwellers who are online.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

LATAM MARKET

Headway’s mobile marketing platform, MoBrain, obtained the fifth-place ranking in the list of “AppsFlyer Performance Index 2016” in the category of “Non-Gaming LatAm for iOS,” competing with Facebook, Google, Twitter and Chartboost.

adsmovilVideo content distributer Zoomin.TV is covering the Rio Olympic Games on its own channels and through TV partners, offering an exclusive look at the athletes’ competitions and activities as well as the headquarters of the Olympic competitions.

Online video adtech DynAdmic, along with Moat, announced that it used of the metric AVOC (audible and viewable on completion), which was developed by Moat and certified by MRC (Media Rating Council), in Brazil for the first time.

Adsmovil has announced a deal with Brazilian startup In Loco Media, which builds mobile apps, claiming to have more than 600 applications and 50 million active users in the countries where they operate. The deal will allow Adsmovil’s clients to buy inventory in In Loco Media’s operations, covering both local and international apps. The platform emphasises its capabilities of geolocation for better targeting.

Facebook released the first hint of user impressions data during key events in the Rio Olympic Games. Facebook and Instagram had more than 161 million interactions during the Opening Ceremony on 73 million of accounts. When it comes to Brazil alone, 15 million users generated 40 million interactions. Argentina, Mexico, the United States, and Peru, followed for the most interactions.

A summary of the most exciting recent news in ad tech in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S. HISPANIC MARKET

Adaptive Medias, Inc. and AdSupply, Inc. are merging to create one of the most powerful entities in anti-ad blocking technology. Per the terms of the deal, the merged enterprises will be consolidated into Adaptive Medias and will continue to trade under the ticker symbol “ADTM” until the combined entity begins its application to up-list to the Nasdaq. AdSupply (ranked by comScore as the 21st largest online advertising network) has built the patented BlockIQ technology that detects and bypasses ad blockers, including AdBlock Plus. By discovering and overriding the industry’s most tenacious ad blockers, BlockIQ allows online publishers to recover revenue that would have otherwise been lost. Adaptive Medias created the best-in-class Media Graph platform that works across all screens and devices. The platform was designed to scale with the rise of mobile video, which (according to Cisco) will represent 72% of global mobile data traffic by 2019. By joining forces with AdSupply, Adaptive Medias gains access to BlockIQ, providing a critical first-mover advantage over potential competitors. AdSupply has produced consecutive annual revenue growth greater than 30% since its debut in 2012. The company achieved record revenues of $18.5 million in 2015 and serves more than 1,000 publishers with many notable customers, including Google, Alibaba and Caesars Interactive Entertainment.

Snapchat moves into a buzzy part of the Emoji market. Snapchat has agreed to acquire Bitstrips, the Toronto-based maker of personalized emojis known as bitmojis, Fortune has learned from multiple sources. One of the sources says that the deal is valued “in the ballpark” of $100 million, via a mix of cash and stock. Bitstrips was originally founded in 2007 to help users build personalized digital comics, but in 2014 refocused on customized and shareable cartoon avatar or “bitmojis” which the user can put into various different poses or with different accessories, and are readily accessible for mobile communications.

ClicksMob, a mobile-only performance platform that gives app developers and publishers users, has merged with AppGrade, which monetizes video ads for mobile users. The ClicksMob platform will now be able to offer better mobile performance marketing through AppGrade’s SDK platform.

Some may say that ad-tech funding is freezing up, but we don’t see it. German RNTS and its recent purchase Heyzap have acquired Inneractive, an Israeli real-time bidding and mobile ad-exchange company, for $46 million in cash and $26 million in earn-outs and retention payments. Inneractive had only raised $11.5 million in funding until now. RNTS also purchased Falk Realtime for $11 million in 2015.

unrulyLondon-based Unruly, which is owned by News Corp, launched a tool that visualizes statistics about users’ emotional responses to video ads. Until now, the product was only available on a custom basis per client request.

Predictive targeting ad tech firm AdTheorent has launched an attribution service called Barometric, which allows companies to match sales with specific ad campaigns and creates an ID for each user that works across devices and physical stores based on the user’s street address.

Content engine Outbrain has acquired ROI-tracking startup Revee, which had only raised $1 million until now. Revee’s technology has been turned to the Outbrain Automatic Yield service, and they already have a big client: Time, Inc.

Facebook has announced that it has stopped development of a demand-side platform for its ad server and measurement platform, Atlas. Facebook had been testing a buying platform for a small group of marketers that allowed them to bid on advertising on websites and apps programmatically (in real-time).

Premium online video marketplace provider Tremor Video has partnered with digital media agency Integral Ad Science to create real-time video viewability optimization services. Tremor’s platform is now the first of its kind, and will allow Tremor to offer advanced bidding and reporting capabilities. It also gives Tremor Video users the ability to optimize their video campaigns by viewable impressions instead of basing optimization on pre-bid or post-buy approaches.

Buzzfeed is making moves to further monetize its huge reach, and has launched an ad platform, Swarm, to bring ad content to audiences on their favorite platforms. It will allow advertisers to create ads for web, apps and social networks at once.

Gravity4, a digital marketing technology and applications firm, announced that it is opening operations geared towards the Hispanic audiences in the United States. A new app suite that integrated Search, Native Advertisement, DSP, DMP, DCO, CRM, email marketing and analysis in real-time is now available to brands looking to cater to this powerful audience.

Cross-device data management platform Lotame has announced that it is launching the Audience Optimizer, its new solution powered by machine-learning algorithms for more effective campaign optimization and engagement. Audience Optimizer “adjusts for the ‘who’ of the campaign — that is, the audience,” and has already been used by brands like Ulta Beauty, PANDORA and Atkins Nutritionals.

LAT-AM MARKET

Despite its political and economic instability, Brazil is showing strong growth in digital ads: according to IAB Brazil’s data, the market will reach R$10.4bn (£2bn) by the end of 2016, which would be a 12% increase from 2015. The market is composed mostly of search, followed by display and social media and video.

mercadolivreBrazilian digital marketing tools company Predicta, is teaming up with MercadoShops (a unit of Mercado Livre, the e-commerce platform). MercadoShops’s users will be able to use Predicta’s app marketplace, analytics, and other data tools looking at user behavior.

According to a recent study, Mexico processes the highest percentage of encrypted Google traffic in the world. 86% of Mexico’s requests to Google used hypertext transfer protocol secure (HTTPS) encryption. Brazil came in second with 84%.

Dentsu Aegis Network is buying one of Mexico‘s biggest digital agencies, Flock, which represents an important Dentsu expansion effort into Latin America. Dentsu’s Isobar Network is already present in Brazil, but does not currently have a presence in Spanish-speaking Latin America. Flock’s impressive list of clients includes Nike, Coca-Cola, Domino’s Pizza, Jose Cuervo and Cinepolis.

C&W Business, part of C&W Communications (CWC), is partnering with end-to-end software solution provider Scala, Inc., whose clients are mostly in digital signage, visual communications and ad management, to expand their services into the Caribbean and Latin America. C&W is already one of the largest technology providers in the region, and Scala’s 25 years of experience in the industry should make for a powerful team.

 

What: The Local Media Consortium (LMC), a partnership of 65 local media companies that represent 1,650 news outlets, has partnered with Lotame as its data management platform (DMP).
Why it matters: The Lotame DMP will enable publishers of all sizes to collectively create segments and make them available programmatically via LMC.

AppNexus_Lotame_96x96_logo_400x400The Local Media Consortium (LMC), a partnership of 65 local media companies that represent 1,650 news outlets, wants to help its members benefit from the higher CPMs that come from adding in publisher data while solving for the scale problem.

For that purpose, LMC is bringing on Lotame as its data management platform (DMP) through a partnership . The Lotame DMP will enable publishers of all sizes to collectively create segments and make them available programmatically via LMC.

In addition, larger publishers in the LMC can participate in the collective DMP designed to attract programmatic buyers and bring on Lotame as an individual DMP, using terms negotiated by the LMC to get the best deal for all its members.

“When you go down to the smaller markets, you might not have enough ‘M’ on the CPM to make it worthwhile,” said Rusty Coats, executive director for the LMC. The LMC, however, is meant to give local publishers visibility among major brands and political buyers – and provides enough collective scale to make those deals viable.

With this partnership,  LMC hopes to include most of its members (which range from large publishers like McClatchy, Digital First Media and EW Scripps to Dorado Magazine publisher Ballantine Communications and Florida weekly publisher The Observer Group) in time to tap into political campaign budgets.Republican-focused agency Targeted Victory, one of Lotame’s bigger clients, will be able to “map to the audiences in each of the districts where it’s hotly contested, and enrich the data they have” with LMC publisher data.

“Because there was no way for buyers to buy local media at scale, many of our local digital partners were left out on the last election cycle,” Coats said. “We see great opportunity in the 2016 election for them.”

A third party will help smaller publishers to organize their data and bring it on to the larger data set.Having a DMP offers bonus benefits to many of the local media publishers, who also run print operations.Publishers who want to grow subscription bases can target nonsubscribers and market directly to them.

The LMC exchange that will use Lotame’s DMP data has been growing since its launch last year. At the time, about 250 million impressions a month flowed through the exchange. Now, it’s averaging 1 billion impressions a month.That increase is mainly from more partners joining and putting more supply in the exchange.

Adding a DMP to the LMC exchange is just one way the consortium is expanding. As more impressions flow through the LMC’s exchange, the organization is slowly scaling up.

 

What: Latin America Audience Marketplace DataXpand has selected data management platform Lotame to power its marketplace.
Why it matters: Lotame will help bring Dataxpand audience data and drive ROI for brands targeting audiences in Latin America, Europe and the US.

lotameDATADataXpand, the Latin American Audience Data Marketplace has selected   Lotame,the independent data management platform (DMP), to power its data marketplace.

This partnership will enable DataXpand to offer its audience data for Latin America, Europe and the US, where it already has a relationship with publishers, through Lotame to help drive ROI for brand and performance campaigns.

Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as DataXpand.DataXpand´s audience groups are based on demographic , language and online behavior, including how consumers browse, search and demonstrate interest in products and services.

Thanks to this partnership, Lotame DMP clients can access DataXpand`s audience segments for their branding and performance campaigns.
 

DataXpand´s audience data will most probably help brands innovate and improve brand recognition, response rates and conversion.

“Through DataXpand’s exclusive relationships with publishers, our clients are able to access high-quality, hyper local audience data through the DataXpand Audience Data Marketplace for better targeting,” said Kevin Kohn, CRO at Lotame.

What: Latin America Audience Marketplace DataXpand has selected data management platform Lotame to power its marketplace.
Why it matters: Lotame will help bring Dataxpand audience data and drive ROI for brands targeting audiences in Latin America, Europe and the US.

lotame DATADataXpand, the Latin American Audience Data Marketplace has selected   Lotame,the independent data management platform (DMP), to power its data marketplace.

This partnership will enable DataXpand to offer its audience data for Latin America, Europe and the US, where it already has a relationship with publishers, through Lotame to help drive ROI for brand and performance campaigns.

Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as DataXpand.DataXpand´s audience groups are based on demographic , language and online behavior, including how consumers browse, search and demonstrate interest in products and services.

Thanks to this partnership, Lotame DMP clients can access DataXpand`s audience segments for their branding and performance campaigns.
 

DataXpand´s audience data will most probably help brands innovate and improve brand recognition, response rates and conversion.

“Through DataXpand’s exclusive relationships with publishers, our clients are able to access high-quality, hyper local audience data through the DataXpand Audience Data Marketplace for better targeting,” said Kevin Kohn, CRO at Lotame.

 

What: Data management platform Lotame has acquired mobile ad targeting startup AdMobius for an undisclosed sum.
Why it matters: Following the acquisition, Lotame adds  cross-device targeting data and capabilities (desktop machines, tablets, smartphones and SmartTV).

LOTAMEADMOBIUSLotame has acquired mobile ad targeting startup AdMobius. This startup, founded in 2012 by former leaders of Apple’s mobile ad network iAd, identifies audiences across devices for ad targeting purposes. It basically aggregates data to create audience segments that mobile ad networks, publishers, and demand side platforms can use to improve their ad targeting.

Following this purchase, Lotame will accelerate its ability to use non-cookie methods to find users across their devices, including mobile and desktop. Its clients, including ESPN, The Weather Company (a joint AdMobius client), Advance Publications, and Politico, will be able to create more personalized user experiences with desktop machines, tablets and smartphones.

Adding cross-platform tracking is an increasing priority for DMPs.

Companies such as Acxiom, BlueKai, Krux, Turn, and [x+1] are all deeply focused on it. As these companies move through their separate build-versus-buy calculations, they are likely to look at AdMobius competitors like Drawbridge, TapAd, Adelphic Mobile as possible acquisition targets. Actually, some already have. AdMobius’s sale follows by six months Experian’s acquisition of 41st Parameter, another cross device ID firm, for US $324 million.

AdMobius’ leadership team includes CEO Dan Grigorovici, a product exec at Quattro Wireless (before Apple bought it in 2010) who has stepped into a product role. Grigorovici and most of the company’s staff will be retained by Lotame, but current CEO Peter Bassett is moving on, as is CFO Bill Tinsley. Lotame employs approximately 70. AdMobius has raised US $5 million from Storm Ventures and Opus Capital while Lotame has raised US $44 million, including a US $15 million “Series D” round that closed earlier this month.

“This acquisition will empower our clients to engage with unique and relevant consumer audience segments across devices at a deeper, more accurate level than ever before. The key element of this is overcoming limitations in the platform space,” said Lotame CEO Andy Monfried in the acquisition press release.

The financial terms of the deal have not yet been disclosed.

What: Data management platform Lotame has acquired mobile ad targeting startup AdMobius for an undisclosed sum.
Why it matters: Following the acquisition, Lotame adds  cross-device targeting data and capabilities (desktop machines, tablets, smartphones and SmartTV).

LOTAMEADMOBIUSLotame has acquired mobile ad targeting startup AdMobius. This startup, founded in 2012 by former leaders of Apple’s mobile ad network iAd, identifies audiences across devices for ad targeting purposes. It basically aggregates data to create audience segments that mobile ad networks, publishers, and demand side platforms can use to improve their ad targeting.

Following this purchase, Lotame will accelerate its ability to use non-cookie methods to find users across their devices, including mobile and desktop. Its clients, including ESPN, The Weather Company (a joint AdMobius client), Advance Publications, and Politico, will be able to create more personalized user experiences with desktop machines, tablets and smartphones.

Adding cross-platform tracking is an increasing priority for DMPs.

Companies such as Acxiom, BlueKai, Krux, Turn, and [x+1] are all deeply focused on it. As these companies move through their separate build-versus-buy calculations, they are likely to look at AdMobius competitors like Drawbridge, TapAd, Adelphic Mobile as possible acquisition targets. Actually, some already have. AdMobius’s sale follows by six months Experian’s acquisition of 41st Parameter, another cross device ID firm, for US $324 million.

AdMobius’ leadership team includes CEO Dan Grigorovici, a product exec at Quattro Wireless (before Apple bought it in 2010) who has stepped into a product role. Grigorovici and most of the company’s staff will be retained by Lotame, but current CEO Peter Bassett is moving on, as is CFO Bill Tinsley. Lotame employs approximately 70. AdMobius has raised US $5 million from Storm Ventures and Opus Capital while Lotame has raised US $44 million, including a US $15 million “Series D” round that closed earlier this month.

“This acquisition will empower our clients to engage with unique and relevant consumer audience segments across devices at a deeper, more accurate level than ever before. The key element of this is overcoming limitations in the platform space,” said Lotame CEO Andy Monfried in the acquisition press release.

The financial terms of the deal have not yet been disclosed.