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What: Teads, an Outstream video advertising and  global monetization platform for publishers, has announced a partnership with Turn, the digital hub for marketers, to provide access to premium video inventory via programmatic.
Why it matters: The partnership gives advertisers using Turn’s platform the ability to buy and analyze outstream video campaigns across Teads’ premium video inventory of over 500 top-tier publisher sites globally.

xNAt5Uby_400x400Teads, the inventors of outstream video advertising and a global monetization platform for publishers, has announced a new integration with Turn, the digital hub for marketers, to provide access to premium video inventory via programmatic.

The partnership gives advertisers using Turn’s platform the ability to buy and analyze outstream video campaigns across Teads’ premium video inventory of over 500 top-tier publisher sites globally including Reuters, Forbes, The Washington Post, La Razón, Die Welt, II Sole 24 Ore, The Guardian, The Telegraph, O Globo and TF1.

Teads’ inRead is an outstream video advertising format developed for desktop and mobile devices. The inRead format places video advertising within the editorial content of a publisher site, positioning the video unit within two paragraphs of an article. When the user scrolls down and sees the video unit, inRead emerges and serves the video advert. By sitting outside of the video player, inRead dramatically increases the amount of premium video advertising inventory available.

Executive Chairman of Teads, Pierre Chappaz comments, “Online video ads are extremely effective when they are targeted with precision and placed within the right context on premium sites. Together with Turn, we are able to offer advertisers and agencies access to vast levels of new premium video inventory at scale. Our engaging, view-to-play video solutions such as our inRead format are proven to dramatically increase advertising effectiveness and perceptions.”

Mark Balabanian, vice president, business and corporate development at Turn, said, “We’re seeing huge demand for digital video advertising, and specifically for premium inventory. With Teads’ formats like inRead now available through the Turn Platform, marketers have new ways to reach their audiences with in-view video advertising.”

What: The Audience Data Marketplace DataXpand has announced a new integration with marketing software and analytics platform, Turn.
Why it matters: This new relationship will enable Turn clients to access DataXpand’s global audience data for expanded reach in markets in Latin America, Europe and among US Hispanics.

descarga (1)imagesDataXpand, an Audience Data Marketplace, has announced a new integration with marketing software and analytics platform, Turn. This new relationship will enable Turn clients to access DataXpand’s global audience data for expanded reach in markets in Latin America, Europe and among US Hispanics.

DataXpand’s platform provides targeted data for global markets. Through premium publisher partners, it creates reliable audience clusters based on anonymous browsing behavior and demographic data. DataXpand audience segments can be used for branding and performance campaigns that want to improve response rates, conversion, and brand recognition. The company was recently awarded Top Digital Media Innovator” at Portada’s Latin American Advertising and Media Awards. 

Being a data company, Dataxpand works with most of the leading DSPs, that is why Turn has been integrated. Sources told Portada that ” This is part of a global strategy where DXP is expanding its scope giving access to their audiences to big DSPs such as MediaMath, Turn and many other yet to come.”

“We are excited to offer our clients the global data insights they will gain from our partnership with DataXpand. Their local expertise combined with their reach in Spanish and Portuguese speaking markets will help drive ROI and give our advertisers and agencies an enhanced ability to engage key audiences, ” said Mark Balabanian, VP, Business & Corporate Development, Turn.

Sebastian Yoffe, Co-Founder & Managing Director of DataXpand, added “Our global audiences will give Turn’s clients access to valuable markets in Latin America, Europe and among the US Hispanic population. We look forward to collaborating with Turn to ensure their clients get the most data-driven value from their international campaigns.”

What: The Audience Data Marketplace DataXpand has announced a new integration with marketing software and analytics platform, Turn .
Why it matters: This new relationship will enable Turn clients to access DataXpand’s global audience data for expanded reach in markets in Latin America, Europe and among US Hispanics.

descarga (1)imagesDataXpand, an Audience Data Marketplace, has announced a new integration with marketing software and analytics platform, Turn. This new relationship will enable Turn clients to access DataXpand’s global audience data for expanded reach in markets in Latin America, Europe and among US Hispanics.

DataXpand’s platform provides targeted data for global markets. Through premium publisher partners, it creates reliable audience clusters based on anonymous browsing behavior and demographic data. DataXpand audience segments can be used for branding and performance campaigns that want to improve response rates, conversion, and brand recognition. The company was recently awarded Top Digital Media Innovator” at Portada’s Latin American Advertising and Media Awards. 

Being a data company, Dataxpand works with most of the leading DSPs, that is why Turn has been integrated. Sources told Portada that ” This is part of a global strategy where DXP is expanding its scope giving access to their audiences to big DSPs such as MediaMath, Turn and many other yet to come.”

“We are excited to offer our clients the global data insights they will gain from our partnership with DataXpand. Their local expertise combined with their reach in Spanish and Portuguese speaking markets will help drive ROI and give our advertisers and agencies an enhanced ability to engage key audiences, ” said Mark Balabanian, VP, Business & Corporate Development, Turn.

Sebastian Yoffe, Co-Founder & Managing Director of DataXpand, added “Our global audiences will give Turn’s clients access to valuable markets in Latin America, Europe and among the US Hispanic population. We look forward to collaborating with Turn to ensure their clients get the most data-driven value from their international campaigns.”

What: CPG Giant Kraft is already leveraging the vast amount of data it has through a data management platform (DMP) and programmatic advertising. The programmatic push includes efforts to reach the Hispanic consumer, Portada has learned.
Why it matters: Programmatic Trading and DMPs are rapidly gaining traction in the digital media market.

Kraft has an impressive CRM system, it includes the Hispanic marketing program Comida y Familia . The CPG giant is now turning all that data of customer interaction into a programmatic and data-centric marketing program. That is what  Bob Rupczynski, VP of media, data and CRM at Kraft Foods, said at the recent Forrester’s Forum for Marketing Leaders.

Rupczynski outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising. “Through our meals, recipes and videos, we have about a billion interactions with consumers every year,” Rupczynski said. According to Adexchanger, Kraft turned to the media agency Starcom and DMP provider Turn, to help it gain and leverage insights from its customer data. In addition to having a comprehensive view of its customers, the company’s goals included delivering more relevant messages, optimizing its media buying decisions in real-time and attributing sales to impressions at the store level.

Hispanic component

Programmatic BuyingPortada asked Starcom Media Vest, Kraft’s media agency, whether the effort also includes the Hispanic market: “This approach  is inclusive of Hispanic and our multicultural team is involved.”Marla Skiko, EVP, Director of Digital Innovation at SMG Multicultural. Skiko is a supporter of programmatic buying as an efficient tool to reach the Hispanic consumer.  “Programmatic buying opens up the opportunity for us to reach multicultural audiences efficiently and effectively. For one, it helps automate a labor intensive buying process. More importantly, it is anchored in using data to identify and connect with specific audiences such that we can tailor messaging at scale to intended multicultural consumers across the digital space.”

Is good multicultural data difficult to find?

“Finding partners with the right data is crucial since good multicultural data is the key to growing the programmatic space for our buys,” Skiko notes. In many ways data is the fuel that drives the Digital Marketing machine. The key question is how to get data as client side marketers often do not want to relinquish data to third parties. Is good multicultural data difficult fo find? “Yes it sure is,” Skiko notes. “We spend a lot of time in our quest to mine first party data with our clients and vendor partners as that is typically preferred over third-party, ” she concludes.

What? The digital ad company Turn raises US $80 million in Series E funding , reaching a total investment of more than US $135 million.
Why it matters? Although possible IPO plans remain uncertain,the company may be raising a round at a valuation for an initial public offering this year.

Licensed: Creative Commons
Licensed: Creative Commons

Turn announced the company has raised US $80 million in Series E funding, reaching a total investment of more than US $135 million.

The identity of the investors hasn’t yet been revealed. The round counted with participation of new backers ClearBridge Investments, Firsthand Technology Value Fund, Northport Investments, and Pine River Capital Management, as well as previous investors Norwest Venture Partners, Trident Capital, Shasta Ventures, and Focus Ventures.

Turn was reported to be raising a round at a valuation of “up to US$700 million” for an initial public offering this year.

“I don’t have a crystal ball. Our focus is on building a great company. Obviously, a fund raise like this allows us to have more flexibility about when we go public,” said Turn CEO Bill Demas regarding any possible IPO. He made none comments on the valuation. “When we think about post-ad-tech, we mean that the marketing world is moving much more towards enterprise software and services model,” Demas added.

According to Demas, his goals for 2014 include further investment in Turn’s machine learning algorithms and in its DSP and DMP products, as well as continued global expansion since Turn has recently launched in Brazil and Japan. He also foretold that the company’s “programmatic premium” (automated buying of premium ad inventory) business will continue growing.

Turner functions both as a demand-side platform (allowing ad buyers to manage ad exchanges and data sources in one place) and as data management platform (allowing those buyers to use their data to target audiences).

In accordance to the company, it was EBITDA positive for 2013 ( it saw positive income before taxes, depreciation, and amortization) . It currently has 350 employees across five continents and  delivers more than 1.5 trillion ads each month.

Source: Techcrunch

What? The digital ad company Turn raises US $80 million in Series E funding , reaching a total investment of more than US $135 million.
Why it matters? Although possible IPO plans remain uncertain,the company may be raising a round at a valuation for an initial public offering this year.

Licensed: Creative Commons
Licensed: Creative Commons

Turn announced the company has raised US $80 million in Series E funding, reaching a total investment of more than US $135 million.

The identity of the investors hasn’t yet been revealed. The round counted with participation of new backers ClearBridge Investments, Firsthand Technology Value Fund, Northport Investments, and Pine River Capital Management, as well as previous investors Norwest Venture Partners, Trident Capital, Shasta Ventures, and Focus Ventures.

Turn was reported to be raising a round at a valuation of “up to US$700 million” for an initial public offering this year.

“I don’t have a crystal ball. Our focus is on building a great company. Obviously, a fund raise like this allows us to have more flexibility about when we go public,” said Turn CEO Bill Demas regarding any possible IPO. He made none comments on the valuation. “When we think about post-ad-tech, we mean that the marketing world is moving much more towards enterprise software and services model,” Demas added.

According to Demas, his goals for 2014 include further investment in Turn’s machine learning algorithms and in its DSP and DMP products, as well as continued global expansion since Turn has recently launched in Brazil and Japan. He also foretold that the company’s “programmatic premium” (automated buying of premium ad inventory) business will continue growing.

Turner functions both as a demand-side platform (allowing ad buyers to manage ad exchanges and data sources in one place) and as data management platform (allowing those buyers to use their data to target audiences).

In accordance to the company, it was EBITDA positive for 2013 ( it saw positive income before taxes, depreciation, and amortization) . It currently has 350 employees across five continents and  delivers more than 1.5 trillion ads each month.

Source: Techcrunch