1. How does sustainability in audience data collection and processing impact the broader digital advertising landscape ?

Thanks to research done in 2019 by The Shift Project, we know that the internet is responsible for approximately 3.7% of global Greenhouse Gas (GHG) emissions. And digital marketing is a contributing factor. All the data transfer required to serve a single ad impression is powered by servers, many of which are powered by fossil fuel-based energy sources. As an industry, if we can get smarter and more efficient about how we operate, we can help make the digital advertising ecosystem more environmentally sustainable.

2. Tell us about Datonics' carbon-neutral initiative and the journey ?

Datonics has taken the same steps and followed the same standards and protocols as other companies in other sectors have been following for many years. We start measuring, because as we all know, you can’t manage what you don’t measure. Datonics has completed 2 GHG inventories, which have been independently verified by Cameron-Cole, an accredited emissions verifying organization.  We made the decision to further our sustainability by offsetting our residual emissions by investing in verified carbon reduction, avoidance and removal projects through Climate Impact Partners, one of the most trusted providers of carbon offset projects. In doing so, Datonics became the first and only audience data platform to be certified as a CarbonNeutral ® company. So brands and agencies that work with Datonics know that the work they do with us will have a much smaller carbon footprint when compared to working with other companies that have not gone through this rigorous process.

3. What future innovations do you see in green data processing and sustainable advertising technology ?

We believe we are at the very beginning of a trend throughout the advertising technology industry where every company will do what Datonics has done, in measuring, reducing and removing the GHG emissions from their business operations. This is not a new trend. Thousands of companies in dozens of other sectors have been taking real corporate climate action for a decade or more. As the advertising industry continues to catch up with the rest of the world, we expect new innovations to be created. We expect more ad tech platforms to migrate away from on premises data centers to cloud platforms like Amazon Web Services (AWS) and Google Cloud Platform (GCP), which will make a huge impact on our collective efforts to decarbonize. 

4. What are the biggest environmental challenges facing data providers today, and how can they be mitigated ?

We know that there is huge waste in the programmatic ecosystem. The sheer volume of data being transferred between demand and supply side platforms through ad calls and bid requests is staggering. And the vast majority of this data transfer doesn’t even result in a delivered ad impression, let alone an impression that is seen by an actual human. The biggest challenge facing data providers today is that we need to be more efficient in how we conduct business and this starts by taking the first step - measuring the environmental impact of our business operations so we can make smarter decisions about how to start reducing data waste and the carbon emissions that come from it.

5. How can companies ensure that sustainability efforts don’t compromise data accuracy and performance ?

Sustainability is directly linked to efficiency and efficiency is directly linked to performance. If you are reducing waste in your advertising, it typically means you are creating a more direct connection to your target audience through a more efficient buying path. By reducing waste, you’re making your advertising more efficient and as a result lowering its carbon impact.

1. What measures are implemented to ensure clients have control over their advertising investments across various channels?

By bringing Innovid and Flashtalking together under Mediaocean, we’ve created the leading global, independent, omnichannel ad tech platform. Advertisers will have access to a fully integrated suite of solutions, including creative personalization, ad serving, measurement, and optimization. This unified approach means they can manage and scale campaigns seamlessly across CTV, digital, social, and linear.  All data is granular and transparent, all measurement is unbiased, and advertisers are in complete control of creating a fast, efficient, powerful media supply chain as a result.

2. How does your company approach leadership restructuring following significant acquisitions to maintain operational efficiency?

The integration of Innovid and Flashtalking was designed to ensure continuity for our clients. I have taken on the role of President of the combined organization, reporting directly to Zvika Netter, CEO and founder of Innovid. This structure blends expertise from both companies while keeping us focused on a shared vision – driving innovation and delivering seamless, independent ad tech at scale that creates value for the entire advertising ecosystem.

3. In what ways does your organization address challenges associated with “walled garden” environments to provide clients with greater data transparency?

Advertisers often rely on technology owned by media sellers, which leads to walled-off access to inventory and data, less control over ad placements, and media spend optimized for publisher yield. At Innovid, independence and interoperability are core to our platform. We provide an open, scalable platform that integrates with walled-garden solutions and the open web, giving advertisers full transparency, control, and flexibility of their campaigns across CTV, digital, social, and linear. Our goal is to empower advertisers – not restrict them.

4. How do you balance the need for independent ad tech solutions while ensuring balance with major digital and social platforms?

Independence doesn’t mean isolation. Advertisers need neutral, interoperable technology that works across all platforms – not just those owned by media sellers. Our commitment to remaining unbiased allows us to collaborate and integrate with all major media platforms, ensuring frictionless campaign creation, delivery, measurement, and optimization across the ecosystem. We’re giving advertisers the flexibility to execute strategies on their own terms.  This leads to better experiences for consumers by managing frequency, understanding exposure and outcomes, and connecting the story across screens, channels and formats.

5. How does your organization ensure a seamless integration of ad serving, creative personalization, and measurement across multiple channels?

The merger of Innovid and Flashtalking brings together ad serving, creative, measurement, and optimization into a single, unified platform. By harnessing AI, automation, and a massive global dataset, we enhance end-to-end workflows, delivering more efficient, accurate, data-driven insights. This integration allows advertisers to manage campaigns across CTV, digital, social, and linear channels in one place, ensuring their messages resonate with the right audiences, in the right places, and at the right times and delivering on consumer expectations of a unified brand experience.

6. What challenges do you face in maintaining consistency when managing campaigns across digital, social, CTV, and linear channels?

One of the biggest challenges in cross-channel campaign management is ensuring consistent measurement and frequency control. Without proper management, ads can either oversaturate audiences or get lost in fragmentation. Our platform solves this by providing a holistic, real-time, and deduplicated view of campaigns, enabling advertisers to monitor reach, frequency, and outcomes across all channels. They can optimize frequency, prevent overexposure, and maximize engagement. It’s about balancing efficiency with impact to make every impression count.

1. How can integrating a DSP-agnostic platform streamline operations and reduce costs for advertisers and brands ?

Day to day, a DSP-agnostic platform simplifies operations by allowing marketers to activate all biddable media from a single UI and workflow. This saves hours of time and frustration for teams that are used to juggling multiple platforms. Instead of logging into different systems, managing various interfaces, and reconciling separate reporting structures, everything is streamlined into one place. More strategically, a DSP-agnostic approach makes it easier to test new platforms, data providers, and audience segments. When new opportunities arise, teams can evaluate them without going through lengthy legal contract negotiations or spending time learning an entirely new system just to try a different strategy. This lowers the barrier to entry for testing outside of primary partners. From a cost perspective, ensuring that media runs in the right places with the best targeting and audience data maximizes ROAS while minimizing waste. Ultimately, this leads to more efficient marketing spend and better overall performance.

2. What impact does a DSP-agnostic platform have on data consolidation and audience targeting capabilities ? 

Anytime you lower the barrier to testing and scaling new solutions, the best strategies get adopted faster. In a DSP-agnostic environment, the size of existing players matters less while the quality and value of data take the lead. Advertisers can consolidate data more efficiently, gaining better audience insights and more precise targeting. A great thing for advertisers and the rest of the industry!

3. How might the adoption of DSP-agnostic solutions affect relationships between advertisers, agencies, and technology providers ? 

We don’t expect major shifts in core relationships between advertisers, agencies, and technology providers. The real change will be in how easily all three can work with new partners. Agencies can better serve clients they previously couldn’t, advertisers can test new mediums or data providers without the usual hurdles, and tech providers can expand their reach in ways that weren’t possible before.

4. How is the shift towards DSP-agnostic platforms influence the future landscape of programmatic media buying ? 

A DSP-agnostic approach creates a more efficient marketplace by giving marketers (whether agencies or brands) expanded access to inventory, data providers, and audiences. This ensures that the best value wins more often, and media plans can be more complex without the extra work.

5. What are the potential implications of DSP-agnostic platforms on the evolution of media buying strategies in the coming years ? 

It means more channels, more strategies, and more testing. When marketers spend less time dealing with platform limitations and have easier access to inventory and data, they can focus more on strategy. This leads to more diverse, data-driven media plans that continuously evolve.

6. What role do DSP-agnostic platforms play in addressing challenges related to transparency and brand safety in programmatic advertising ?

Taking advantage of solutions and strategies to better understand your ad spend requires time, money, and the ability to interpret different measurement models - MMM, third party attribution beyond the platform buying in, attention metrics, among others. The easier we make it for marketers to integrate and analyze additional solutions to measure the effectiveness of their spend, the better we can shape the ecosystem around what our clients consider transparent and brand safe.

1. How does this partnership help publishers recover lost ad revenue while maintaining a high-quality user experience ?

Our partnership with Ad-Shield helps publishers reclaim lost revenue by identifying and restoring high-value impressions that would otherwise be blocked or go unmonetized. Ad-Shield’s detection ensures ads are delivered only when they meet quality and user experience standards, while our exclusive demand sources and optimized ad placements maximize revenue without sacrificing user experience. With this partnership, publishers have already seen a daily increase in ad revenue of 8-15% due to Ad-Shield’s innovative adblock recovery solution.

2. What metrics should advertisers and publishers track to measure the effectiveness of ad recovery strategies ?

Publishers should focus on incremental revenue recovered to assess the impact of ad recovery. Engagement metrics like session duration and bounce rates are also critical to ensuring ad recovery doesn’t negatively affect user experience. Advertisers, on the other hand, should track conversion rates, CTR, and ROAS to ensure recovered impressions are driving real business results.

3. What are the main causes of ad revenue loss, and how can technology address these challenges ?

Publishers lose revenue due to ad blockers, low viewability, poor auction performance, and restrictive browser policies. Our partnership with Ad-Shield directly tackles these challenges by using ad recovery to detect and reintroduce lost impressions in a way that aligns with user expectations and brand safety. Combined with Next Millennium’s premium demand and advanced optimization, publishers can recover lost revenue without disrupting their audience’s experience.

4. What are the key considerations for publishers when implementing ad recovery solutions without disrupting content consumption ?

The key is ensuring ad recovery works in harmony with user experience. Publishers should prioritize solutions that respect ad quality standards, avoid intrusive formats, and maintain fast page loads. Technology that selectively recovers impressions while optimizing placement and frequency ensures monetization and user experience go hand in hand. For example, one of our publisher partners Minute Media had a main concern when partnering with us, and that was its page speed. Next Millennium supplied unique demand to Minute Media that they were not getting from their existing Open Exchange partners. This resulted in more intensified competition, and stronger bid density - all without compromising the user experience. Overall, Minute Media saw $2 Million in new revenue after adding Next Millennium as a bidder.

5. How can publishers strike a balance between maximizing ad revenue and ensuring a seamless user experience ?

Smart monetization beats ad overload. Publishers should focus on high-quality ad demand, non-intrusive formats, and intelligent ad refresh strategies rather than increasing ad volume. Leveraging data-driven optimization, frequency capping, and contextual relevance helps maximize revenue while keeping the user experience intact. One of the key aspects of Next Millennium’s success is our direct approach to working with advertisers. We triple ad revenue for our website publisher partners by selling their ad inventory to global brands who value quality over quantity.

6. How do you see the future of ad monetization evolving with advancements in AI-driven ad recovery technologies ?

AI is transforming ad monetization by making it more adaptive, efficient, and personalized. Expect to see real-time optimization, improved fraud detection, and greater contextual relevance driving better performance for both advertisers and publishers. As AI advances, the industry will shift toward fewer but more impactful ads, ensuring revenue growth aligns with user experience expectations.

1. What challenges have you faced in integrating identity solutions into your audio advertising platforms?

The most complex challenge is creating the right configurations that consider the large spectrum of devices and playback mechanisms. By that, I mean if you are listening to a podcast on your iPhone, you are likely within the native player Apple provides with the phone. In this case, there is no data outside of an IP address and the content you are listening to if it’s delivered by one of Triton Digital’s platforms, Omny Studio or Spreaker.

Faced with multiple different solutions for podcast delivery, live streaming, and other methods used to insert and deliver audio advertising, the complexity grows very quickly. There simply isn’t a “one size fits all”, making it almost impossible to apply the same recipe or solution to everything.

Additionally, within the publisher’s applications, the limitations and level of integration are all different making this integration more challenging but just as necessary. We have found ourselves often adapting and re-implementing various SDKs to enable the complete audio ecosystem to maximize ad opportunities for our publisher clients.

Furthermore, when it comes to identity, finding the right solution for different types of delivery methods is essential to achieve maximum coverage.

Existing methods and tools, like IP+UA fingerprinting and external datasets, must be combined with other techniques, such as building a listener profile at an entry point that can then be used along the advertising chain. Ultimately, we take the best information available coming in and extend the listener profile to include as much information as possible; at the end, when we have identifiers to insert into the programmatic bidstream, we know we accomplished the enrichment of that profile to the best level possible.

2. What role does user identity data play in enhancing the effectiveness of programmatic advertising?

At a high level, it helps increase addressable audience ultimately providing more value to advertisers.

To break it down more, it’s important to understand the different types of identity that apply and are available.  Most boil down to deterministic identity and probabilistic identity, each with different degrees to them.

Probabilistic Identities are a “best guess” approach. Meanwhile, cookies, MAIDs (known as mobile advertising IDs), and IP addresses are deterministic in nature but are still probabilistic because you cannot uniquely identify an end user, a household, or any true uniqueness to them. A listener, for example, could be listening in the car going from 5G to Wi-Fi as they stop to grab coffee and then on another Wi-Fi network at work.  The goal of leveraging both types of identities is to build a profile that is consistent and can help find the common thread in that listener's journey.

Using solutions like ID5, we will capture the IP along with any other identity details captured by the cookie or MAID, which will then be used to determine the best set of IDs to insert into the bidstream that would represent the consumption pattern of a listener. DSPs do the actual identification part and determine most properties of a listener, while our role is to make sure they have the best “passport” for the listener.

Deterministic identifiers on the other hand are based on generally identifiable information, like an e-mail address or other information. This requires a completely different process and method that ensures the underlying data is protected and private, and that user consent was provided, even though the resulting profile is derived from that information.

Both of the identifiers play an essential role in rendering the listener profile much more addressable and valuable to advertising buyers. Highly deterministic identifiers are applied to publisher applications with logged-in listeners and the probabilistic identifiers are applied in all other situations. Both of them cover different portions buyers are trying to reach and the CPMs they are willing to pay to do so.

3. How has the implementation of identity management solutions impacted your programmatic ad revenue?

I won’t dive into figures, but generally, increasing addressable audiences through the use of identity management solutions increases bid confidence which can yield better results, “The more you seed, the more you can harvest.”

To break it down more, probabilistic IDs boost general addressability, while deterministic identifiers play a much bigger role in bid confidence. This means the frequency of bidding is much higher than the addressability boost as these only apply to a much smaller subset of listeners (those who use the publisher’s applications, have a login, share their e-mail, and consent to share their information).

A DSP might privilege confidence vs addressability depending on the different buying profiles in their systems. This causes different DSPs to bid more constantly on different types of inventories, which widens the spectrum of possibilities.

4. What measures are in place to ensure compliance with data privacy regulations when managing user identities or user data used to enhance addressability? 

We always strive to exceed industry standards for data privacy and compliance whenever possible, while still adhering to established compliance guidelines. This is particularly true when it comes to dealing with user identities and user data.  Notably, for many solutions, an identifier cannot be created without having some signal representing the consent of the end-user.

Furthermore, any identifier that is based on deterministic data like e-mail, passes through a more vigorous process where we ensure we don’t share any emails or hashed emails (otherwise known as a simplistic encryption), nor access emails.

For this particular process where we’re integrating identity solutions, we use a 3^rd party cleanroom made possible through our partner Optable, which allows the publisher to directly encode deterministic data into a UID2 token. This adds an extra layer of protection for the publisher’s data.

5. What best practices do you follow to navigate the complexities of data collaboration in the audio advertising industry? 

When it comes to navigating the complexities of data collaboration, I always try to stay open and ahead of the curve. Cleanrooms for, example, are still fairly new to the audio industry but it's ideal for data collaboration, data matching, and other types of operation. We believe the use of cleanrooms will continue to grow over the next few years, as advertisers and publishers continue to look for ways to improve targeting and retargeting at scale.

One of the growth drivers for the adoption of cleanrooms we see is the promising use in retail, where e-mail-based identifiers are becoming more sought after. For example, a retail business has registered accounts from users who buy online on their website.  An audio publisher also has registered accounts that consume audio on their media players. Using cleanroom data matching it’s possible to compare and match the different e-mails and extrapolate identifiers that represent the common audience in a privacy-safe manner where the other's information isn’t visible to the other party. This is known as a zero-knowledge proof.

In the end, you get a list of UID2, for example, and can use that list as targeting criteria and no party (not the advertiser, publisher, or Triton) transferred any e-mails over an unsecured connection, nor were any e-mails shared.

Sounds like magic? Yes, it’s the magic of mathematics; ZKPs (Zero-Knowledge proofs) are an amazing tool at our disposal that allows for a more privacy-safe advertising industry.

What is Multilocal’s mission in the programmatic advertising space? 

Multilocal was born out of a deep frustration with digital advertising inefficiencies. We saw an industry fragmented, where advertisers and media owners were losing control, and consumers were bombarded with irrelevant ads. We experienced the flaws first-hand: reduced targeting signals, privacy concerns, inefficient supply chains, and a rising demand for sustainability. This inspired us to develop a new approach.  

From day one, our mission has been to transform programmatic advertising by providing advertisers and publishers with the control, transparency, and efficiency they need. We believe curation empowers both sides - driving incremental outcomes from the open web in a controlled and transparent way. 

What is the role of audience curation in addressing issues related to inefficiency in digital advertising? 

To understand this inefficiency, we need to look back at past tactics. Historically, DSPs were expected to handle all decisioning, logic, and targeting, while SSPs were viewed as simple pipelines or clearinghouses for purchased media. This setup created a problem: DSPs would only process a small sample of billions of available opportunities, leading to missed chances to reach the right audiences and content in real-time. 

Curation offers a smarter approach to this. It recognises that SSPs, with their deep knowledge of domains and apps, can highlight high-performing inventory and audience opportunities for marketers. This doesn’t replace the role of DSPs, but enhances the programmatic strategy by tapping into the SSP’s potential beyond just being a data pipeline. 

How is curation solving for a new era of addressability?

Addressability on the open web has declined over the years, with limitations in data-driven targeting and reduced transparency often pushing advertisers towards walled gardens with richer first-party data. Curation offers an alternative by enabling the use of sell-side data. By matching data directly on the sell side and linking it with various first- and second-party assets, curation strengthens open-web addressability.

The growth of retail media highlights curation's effectiveness in improving targeting precision and enabling closed-loop measurement for advertisers. Similarly, CTV leverages curation by allowing broadcasters to securely use their first-party audiences, reflecting the data control seen in walled gardens.

What are the key benefits of Multilocal's Active Curation™ technology for advertisers and agencies? 

Multilocal’s Active Curation™ continuously refines audience segments to optimize campaign performance across both the supply and demand sides, offering a unique dual-pronged approach unmatched by any other curation service. This enables us to deliver highly relevant audiences for advertisers, resulting in a 75% increase in CTR over projections and a 38% rise in video completion rates.

Active Curation™ also boosts efficiency by reducing the number of bid transactions needed to meet impression goals, tackling the issue of unnecessary waste common in programmatic advertising.

Performance data from our CarbonSmart™ solution shows a 55-80% reduction in carbon emissions per campaign. Advertisers, agencies, and DSPs can further leverage Active Curation™ to filter for low-carbon marketplaces - such as those committed to a low-carbon pledge - when selecting placements.

How is Multilocal doing curation differently?  

We’re an independent, platform-agnostic service company powered by proprietary curation technology, with five years of experience and a global team of experts. Unlike others, we take a horizontal approach to curation, collaborating across the entire programmatic ecosystem for a comprehensive view. 

Our partnerships with major SSPs, DSPs, and DMPs give us a 360-degree view of the supply and data landscape, allowing us to leverage first-party data effectively for both advertisers and media owners. Our custom-built supply taxonomy ensures quality by categorizing sites based on type of content, campaign performance, and volume of traffic.

With each brief we receive, we create audience packages aligned to KPIs, then use our Active Curation™ platform to curate audience segments and optimize in real-time, ensuring precise targeting and impactful results. 

Over the past 12 months, we've seen agencies and brands increasingly embrace curation as it demonstrates its value - resulting in a 197% increase in brief requests from clients.

What's the story behind your journey to becoming CEO of Oraki?

Back in 1998, my path from finance to leading Oraki began. It was a journey sparked by a deep passion for technology and advertising. The adventure really kicked off when I founded Ad4ever, a pioneer in digital ads. Following its acquisition, I shifted to Oraki (formerly known as Total Media Solutions), a company my husband, Amitai Tafla, founded in 2005. As CEO, I embraced the era of programmatic advertising, focusing on empowering digital publishers and advertisers with innovative solutions. My tenure at Oraki has been all about fostering innovation, excellence, and a long-standing partnership with Google, aiming to significantly impact the digital advertising landscape.

Oraki has over 20 years of experience in the programmatic advertising space. What changes have you witnessed over the period in this dynamic landscape?

Over the last 20 years, the digital ad landscape has seen major changes, especially with the rise of programmatic advertising around 15 years ago. This revolutionized how ads are managed, enabling precise targeting and real-time adjustments, making processes more transparent and efficient. We've also adapted to the dominance of mobile, advanced data strategies, and a stronger emphasis on ad transparency and safety. Oraki, in partnership with Google, played a crucial role in introducing these innovations to publishers, establishing ourselves as experts in navigating and shaping this dynamic industry.

How does Oraki differentiate itself from other tech-based revenue management companies in the digital publishing sector?

Oraki sets itself apart by deeply focusing on helping publishers grow, not just through technology and revenue management but by building foundational strategies for their business. Unique in being one of only three Google Ad Manager 360 Resellers in EMEA, we offer more than just revenue optimization; we're about creating a robust digital strategy from the ground up. Our comprehensive knowledge of Google's tech together with our dedication to innovation and personalized consultation, positions us uniquely in the digital publishing world, ensuring our partners have everything they need to succeed.

Can you outline how Oraki collaborates with publishers to help them reach peak performance?

From our years working alongside Google, we've really gotten to know the ins and outs of what publishers and advertisers need. With Google Ad Manager 360, we've been able to craft some smart ways to cut through the clutter of ad tech, making things smoother for everyone involved. It's all about giving our partners the tools they need, so they can keep their focus on growing their business and hitting those high marks. We're here to handle the complicated bits, making sure they reach their peak performance with ease.

What advantages does being one of only nine Google-certified resellers worldwide offer clients seeking revenue management solutions?

Being one of just nine Google-certified resellers globally gives our clients a unique edge. It's not just about using Ad Manager 360; it's about owning it, creating a solid base for their business to grow on. We've got the Google seal of approval, which means our clients get nothing but top-tier support and insights, plus all the extra perks from Google, like special access to new features and dedicated support from the team at Oraki. It's a partnership that really sets them up for long-term success. 

How does Oraki stay ahead of the curve about technological advancements and digital publishing trends?

At Oraki, we're always learning and adapting, making sure we understand what's happening in the ad tech and digital publishing worlds. It's not just about keeping up; it's about really listening to what our publishers need and what partners like Google are saying. This way, we're not just reacting to changes; we're anticipating them, making sure we're ready for what's next. It's about being prepared for the future, together with our clients.

Hello, Marie-Lou! Walk us through the milestones in your marketing career and how you arrived at the position of Head of Marketing at DanAds.

Before joining DanAds, my career was a global adventure in marketing, spanning various sectors like entertainment and technology and countries including France, the UK, and the UAE. This international exposure honed my ability to craft data-driven marketing campaigns that resonate across diverse cultural landscapes. My journey at DanAds began as a Marketing Activation Manager three years ago. Within this role, I leveraged my global experience to bring fresh perspectives, leading to significant growth and the expansion of our marketing strategies. A year ago, I was offered the role of Head of Marketing, a testament to my contributions and strategic vision for the company.

This past year, we’ve achieved remarkable milestones, such as hosting the world’s second Self-Serve Summit in New York, featuring giants like Disney, Paramount, TripAdvisor, and Google. Our recognition in Deloitte’s Sweden Technology Fast 50, winning the Product of the Year Award at NAB Show 2023, and also celebrating DanAds' 10th anniversary is proof of our growing ambitions and success.

How does DanAds’ self-serve ad technology function and enable publishers to take full control of their ad ecosystem?

DanAds’ self-serve ad technology functions as a powerful enabler for both advertisers and publishers, transforming the traditional advertising landscape. This technology allows advertisers to directly engage with trusted publishers at scale, streamlining the advertising process through automation. For traditional publishers, it represents a path to future-proof their advertising business.

By automating their ad operations, they can maintain existing revenue streams while increasing their margins. This is especially crucial for new types of publishers who possess substantial first-party data but lack scalable methods to capitalize on it. In domains like retail media, which are witnessing significant growth, our self-serve advertising solutions unlock new revenue potentials by efficiently utilizing this data.

Automation is at the core of what DanAds does. How does leveraging automation catapult the ad capabilities in terms of production, management, and revenue?

At the core of DanAds is automation, which elevates the capabilities of ad production, management, and revenue generation. Leveraging automation means publishers can manage their ad business more efficiently, reducing the time and resources spent on manual ad operations. This leads to faster ad production and deployment, allowing publishers to respond quickly to market changes and client needs. Also, automation leads to the scalability of products that enhance targeting and personalization capabilities. Leading to more effective campaigns and increased advertiser satisfaction.

In terms of revenue, automation also enables publishers to optimize and scale their internal workflow. Ensuring both publisher and advertiser get the most out of their ad spend. This efficiency not only boosts their revenue but also attracts a wider range of advertisers seeking streamlined, effective ad solutions.

DanAds’ automation technology empowers publishers to take full control of their ad ecosystem, transforming their operations into more profitable, responsive, scalable, and future-proof entities.

Could you share your go-to inbound marketing approach, and how do you implement tailored strategies to cater to different pain points in a buying group, driving them toward the funnel?

In our inbound marketing approach, we focus on understanding the distinct pain points of each buying group member. This involves creating detailed buyer personas and tailoring content to meet their specific needs. We leverage various channels to ensure our message reaches the right audience and use marketing automation (Hubspot) for personalized lead nurturing. 

Together with the commercial team, we regularly refine our strategies using feedback to remain effective, steering prospects on a tailored journey to the sales funnel, and establishing enduring customer relationships. It's truly a team effort.

With clients like TripAdvisor, Rogers Sports & Media, Nine, and Philips, how do you ensure that DanAds’ brand voice and messaging cater to the diverse needs of such prominent brands?

At DanAds, being client-centric means we really tune into each client's unique needs, shaping our brand voice and messaging to resonate just right with them. We stay agile, adapting to new technologies and shifts in advertiser behavior. Our approach involves market research and competitive intelligence, allowing us to tailor our offerings to suit the specific needs of these brands. We recognize that each client values different aspects of our product, from its superior quality to the comprehensive post-sale support we provide. 

To meet these needs, we have developed a range of initiatives, such as hosting our annual event to foster a self-serve community and conducting private educational webinars. These are designed not only to support our clients on their self-serve and automation journey but also to position DanAds as more than just a technology provider.

How do you leverage data to inform your strategies and decision-making? Can you share an instance where data-driven insights unprecedentedly transformed the project outcomes?

Data plays a critical role in shaping our strategies and decision-making at DanAds. We rely on a data-driven approach to understand market trends, customer behaviors, and campaign performance. By analyzing this data, we can make informed decisions that align with our business objectives and customer needs.

We had this great moment when data really changed the game in a campaign we did for SMBs and SMEs on our client's platforms. The initial strategy was broad, with the primary objective being to understand what resonates with these segments in order to drive revenue. This involved creating specific products, considering the potential for differentiation (or lack thereof) in their current media sales strategies, and introducing new features and pricing to build the ideal platform for advertisers.

After analyzing engagement data, we discovered that a specific subset of these groups was responding more positively to a pilot program, including incentives and considering seasonality. We then realigned their marketing and sales strategies to focus on their most relevant segments, significantly increasing engagement and conversion rates.

Where is the self-serve ad space heading? How does DanAds plan to incorporate the evolving market requirements into its platform to sustain and advance its industry position?

The advertising space is rapidly evolving, with a growing emphasis on automation, personalization, and data-driven decision-making. As these trends continue, we anticipate a surge in demand for more sophisticated and user-friendly self-serve platforms.

At DanAds, we are committed to staying ahead of these trends. We plan to incorporate evolving market requirements into our platforms by continuously enhancing our automation capabilities, integrating advanced data analytics for better targeting and personalization, and ensuring our platforms remain intuitive and accessible.

In times of recession, we see more and more publishers making sure they keep existing ad revenues intact. So, migrating existing direct ad revenues into a self-serve solution enables them to ensure revenues are kept with higher margins due to automation. No matter the ad budget, the transactional cost of using self-serve technology is the same.

We’re also focusing on expanding our AI capabilities in our Creative Builder to help our clients and their advertisers. Our goal is to ensure that DanAds not only adapts to the changing landscape but also plays a pivotal role in shaping the future of advertising. By doing so, we aim to sustain and advance our position as a leader in the industry.