As the Majority of Advertisers Plan to Increase Converged TV Spend, Innovid Closes the Gap Between TV Measurement and Campaign Optimization

Using InnovidXP Measurement, Marketers Can Now Instantly Optimize Ads in Real-Time

Innovid, an independent advertising platform for the delivery, personalization, and measurement of converged TV across linear, CTV, and digital, today announced the launch of Instant Optimization, a machine-learning solution that empowers converged TV marketers with the ability to immediately optimize ad performance in flight. Instant Optimization provides the essential technology to automatically adjust which ad is seen, championing top-converting ads in real-time and improving performance across streaming and digital channels.

While advances in converged TV measurement have made it possible for marketers to understand the reach and performance of campaigns in real-time, the ability to make those insights actionable has lagged. Instant Optimization bridges that disconnect, unlocking the true value of converged TV measurement insights. Expanding on Innovid's existing optimization capabilities, this new automation takes outcomes insights from the InnovidXP measurement platform and links them directly to marketers' ad-serving strategies, ensuring that the ads driving the most website and app activity get the largest share of voice. 

"To remain competitive and top of mind with the right audiences, marketers need to find new ways to expand the value of their ad spend, improve ROI, and continuously optimize for performance," said Dave Helmreich, Chief Commercial Officer, Innovid. "Innovid serves as the vehicle to both understand the performance of campaigns across linear and streaming, and immediately take action on those learnings – all in one platform. Marketers can continuously learn, activate, and iterate, instantly uncovering an infinite loop of optimizations."

Across brands and agencies, Innovid is the platform of choice for streaming delivery, and it's the scale and automation of that delivery – encompassing approximately 1.2 billion ads served and 6 billion data points collected each day – that fuels InnovidXP's powerful insights and unrivaled view of the converged TV universe. With the addition of Instant Optimization, Innovid completes the final mile of measurement, allowing marketers to automatically activate against insights without waiting for human intervention or the use of multiple disparate solutions. 

"There is no question that the disconnect between measurement and optimization of converged TV is leaving money on the table for brands," said Delia Marshall, Chief Operating Officer, Eicoff. "We see substantial increases in sales volume and improvement in ROI by implementing optimization at the same pace as measurement insights. While many brands have started to address their measurement challenges, we still don't see them take advantage of optimization at the same pace. It's TV that's optimized at the pace of digital. That's the big opportunity."

According to Innovid's latest report, "The Converged TV Disconnect," 56% of marketers spend more than half of their time working to optimize converged TV ad performance. Despite the time and resources devoted to that process, 60% believe their optimization efforts fall short. The reasons behind that sentiment all tie back to the measurement-activation disconnect. Nearly two-thirds (62.6%) of marketers use separate measurement and management/delivery platforms. With Instant Optimization, advertisers can finally bridge this gap, conclusively transforming their insights into actions.

"Our clients have significantly increased their investments into interactive and dynamic creatives – leveraging converged TV to drive outcomes," said Drew Olkowski, Media Director, Planning & Data Analytics, Davis Elen Advertising. "With the ability to immediately and automatically optimize, we can make those creatives work even harder for clients by guaranteeing that the best converting ad is the one seen, highlighting top messaging and continuously improving performance."

Instant Optimization joins previous enhancements to Innovid's optimization solutions, including statistical significance, which helps ensure consistent results based on statistics vs. chance, and multiple winner methodologies that accommodate various models of success, going beyond the "first past the post" approach to creative performance.

MRP adds further enrichments and scale to its' industry-leading account intelligence and demand generation solutions.

MRP, a leading global account intelligence provider that accelerates demand generation for the world's most ambitious brands, today announced further advancements to its breadth of buying interest data coverage.

MRP customers will continue to benefit from the most comprehensive intelligence-driven demand generation solutions today, with the addition of lower funnel buying interest intelligence sources. By adding tracked engagement with content aligned with buying interest, including review sites and case studies to MRPs already robust intent engine, B2B revenue teams can more effectively prioritize budgets and resources for maximum pipeline creation in a challenging market.

Key capabilities and benefits of MRP's enhancements include:

• Unmatched breadth of intelligence coverage: Combining signals from multiple down funnel sources — MRP looks past the assumptive touch points, aggregating real buying signals and preventing the skewed buyer insights that result from traditional intent data providers.
• Explicit engagement propensity: MRP processes and catalogs direct interactions with buyers, confirming their future purchase intentions delivering unique, explicit buying signals derived from the exhaust of the millions of B2B buyer engagements they make each year.
• Multilingual intelligence: As the first and only solution to offer true multilingual and multiregional intelligence, beyond the mere translation of keywords, MRP is helping customers identify genuine buying signals from wherever their target market is in the world, identifying triggers in local markets, including regional dialects.

"Current market conditions are forcing B2B revenue teams to evaluate and rework their go to market motions.  Budgets and resources are more limited, making it crucial to target the right companies at the right time. I'm excited to bring our current and potential customers a different, approach to account-based marketing (ABM), focused on identifying buying signals amidst the noise," stated Chris Rack, CEO of MRP.

With the sharp decline of Martech utilization and recognition that marketers use only a third of technology capabilities that consume a quarter of their entire budget, MRP has reemphasized and reinvested in its unique demand solutions offerings, solving for revenue teas targets and goals at all phases of the buyer journey.

"The rush to adopt 'shiny new tools' over the past several years has led to a rapid influx of ABM and intent data platforms that haven't lived up to their promises," said Anthony Iafolla, SVP of Global Sales at MRP. "By focusing on executing demand solutions without the heavy platform lift, we are able to accelerate our customers path to pipeline growth."

In a landscape where many marketers grapple with the complexity of integrating various ABM and intent data solutions, MRP's streamlined approach offers a solution that eliminates unnecessary complexity and enables our customers to accelerate their path to pipeline growth.

New update simplifies the orchestration of policies for joint customers across their Starburst environment without the need to rewrite queries or change workflows

Immuta, a data security leader, today announced its latest enhancements to its integration with Starburst, the analytics anywhere company, offering more seamless operability between the two platforms to help joint customers meet increasing data mesh security and access demands. This update comes as Immuta continues to see strong customer adoption with Starburst users, including leading organizations like ADP and Thomson Reuters.

In response to the increasing number of data sources and need for greater agility, organizations are embracing data mesh to effectively handle their data and analytics. However, the decentralized nature of a data mesh presents challenges in maintaining consistent data access control and policy enforcement, especially as organizations scale up. The latest integration offers a streamlined and efficient solution, enabling teams to access policy-controlled data directly in their Starburst or Trino catalogs without rewriting queries or changing any workflows. Immuta policies are simply translated into Starburst (Trino) rules and permissions, and applied directly to tables within those systems for simple and seamless operability between Immuta and Starburst users.

"From the onset of our partnership with Starburst, our focus has been addressing the growing data access control and security demands for modern data architectures, particularly as more organizations adopt data mesh architectures," said Matthew Carroll, CEO, Immuta. "With these enhancements, we're empowering our customers to maximize the power and flexibility of data mesh with fast, secure data access, while continuing to enhance our integration to seamlessly meet evolving customer demands." 

With Immuta's powerful data security capabilities, Starburst users can now access data from across their respective domains while still upholding tight data security controls. Immuta's data access policies are enforced in real-time, ensuring that customers can swiftly access valuable data while adhering to business and regulatory policies. The data security and access control capabilities provided by Immuta are comprehensive and user-friendly, giving organizations confidence in their data management and governance practices. Key features of this update include:

• Sensitive data discovery and classification. Immuta makes it easier for data owners to build new data products by automating sensitive data discovery in millions of fields using 60+ prebuilt classifiers, domain-specific, and custom classifiers. Users can easily profile registered tags like PII, PHI to assess their sensitive data footprint and customizable workflows empower data owners to efficiently deliver data-as-a-product and speed innovations.
• Scalable security and data access control. Immuta enables federated data governance and simplifies policy development with a plain language or as-code data policies for seamless data owner collaboration. Immuta enforces policies globally and individually within the data owners domains. Attribute-based access control (ABAC) ensures scalable data access without role explosion, while dynamic data masking maintains a balance between privacy and utility for authorized users.
• Continuous data security monitoring. Data and security teams can leverage timely insights into data access and user activity with anomaly indicators for faster analysis and risk remediation and proactive actions. Immuta enables data security posture management via an analysis engine with sensitivity level and risk profile indicators to safeguard and mitigate security threats.

"Our integration with Immuta enables data platform teams to discover, secure, and monitor data for threat detection, across even the most complex compute environments, in real time," said Harrison Johnson, Head of Technology Partnerships at Starburst. "These latest integration updates are invaluable as they allow Starburst customers to maximize the value of their cloud investments by enabling the most effective and secure data mesh architectures."

CCC Will Showcase its New Agreement Modeling Capabilities and Join Conversations About AI
During the Frankfurt Book Fair

CCC, the leading provider of Open Access (OA) workflow solutions, announces new data import capabilities and AI-enabled affiliation matching in its OA Agreement Intelligence modeling and analytics tool that provides publishers with a 360-degree view of disambiguated publication data to build accurate, transparent institutional offers regarding OA.

OA Agreement Intelligence supports the import of publication data from subscriptions and non-RightsLink sources to further enhance the capability to analyze and compare various business scenarios. The solution combines sophisticated, AI-enabled, affiliation-matching technology and analytic capabilities, to reliably disambiguate institution affiliation and funder relationships. This empowers publishers to easily structure and negotiate OA agreements.

“With CCC’s expertise in OA workflow, agreement modeling, and affiliation disambiguation, we are uniquely positioned to help publishers scale their agreement program and optimize their results with partners through a seamless, data-driven agreement modeling tool,” said Emily Sheahan, Vice President & Managing Director, CCC. “These new capabilities enable publishers to import publication data – both open and subscription – and easily keep it up to date regardless of which APC or publication platforms they use.”

CCC is an active partner in the evolution of OA publishing models. For years, CCC has brought together key OA stakeholders from the author, publisher, institution, funding, and vendor communities through roundtables, panel events, webinars, and podcasts. CCC is a member of OASPA (Open Access Scholarly Publishers Association), ALPSP (Association of Learned and Professional Society Publishers), STM (International Association of STM Publishers), and SSP (Society for Scholarly Publishing).

CCC will showcase its new agreement modeling capabilities at the Frankfurt Book Fair. In addition to highlighting OA Agreement Intelligence’s features, CCC will join other conversations about AI during the Frankfurt Book Fair at the following events:

• AI Solutions: Trained with Your Content at the Frankfurt Studio – Public Events (Foyer, Hall 4.0) on 19 October 1:00pm – 2:00pm CEST. The Large Language Models (LLMs) that are fundamental to generative AI solutions, including ChatGPT from OpenAI, rely on machine-readable content available on the web. Whether that material is taken from books, scholarly journals, or other curated publications protected by copyright, permission and licensing may be necessary. Should AI be trained with your content with or without your consent? Court decisions, regulation, and legislation will ultimately create the legal guardrails for protecting copyrighted content from unchecked infringement. In the meantime, debate over any limits to be placed on training LLMs must address concerns over equity, transparency, and authenticity.

• Roy Kaufman, CCC Managing Director Business Development and Government Relations, will be speaking at the Scholarly Kitchen panel on “AI and Its Impact on OA” at the Frankfurt Studio – Professional Programme (Foyer, Hall 4.0) on 19 October noon – 1:00pm CEST.

Consumer intelligence company offers new insights into consumer digital behavior, providing a window into holistic app usage and engagement

Measure Protocol has released its second "App Life Report" of 2023, detailing consumer digital behaviors, including an analysis of evolving media consumption and generational shopping habits. The report draws from fully permissioned behavioral, demographic, and psychographic data from various sources, including Measure's proprietary ecosystem and award-winning technology. The App Life Report 2023 Volume 2 sheds light on mobile device usage and engagement, including disruptive insights that challenge traditional assumptions and pose new challenges for marketers and brands.

"The consumer data landscape is evolving rapidly with the impending cookie-less future, emphasizing the need for first-party, zero-party, and permissioned data to understand consumer behavior," said Owen Hanks, CEO of Measure Protocol. "Our App Life Report provides vital insights into mobile device usage, including app engagement metrics, in-app purchases, top apps, and app-specific activities. This data is critical for brands that want to stay a step ahead of their target audiences - and their competitors."

The 2023 App Life Report Volume 2 reflects consumer behaviors in the United States during July 2023. The data was collected using Measure's Retro technology and represents data from more than 5,000 individuals, obtained in a permissioned and holistic manner based on privacy, transparency, and a fair value proposition. This report also includes a sampling of data from the Measure Platform, which offers a 360-degree view of consumers and enables businesses to make well-informed decisions about their products and marketing strategies through actionable consumer intelligence.

The second volume of the 2023 App Life Report focuses on actual user engagement, usage and app prioritization on their mobile devices. Key findings include:

• TikTok continues to grow in influence and popularity. In addition to being a new "search engine," TikTok continues to dominate Gen Z's time (16 hours per week to the tune of 5,400 videos). While they tend to participate in more interactive activities, such as commenting and sharing, Millennials clock more live watches on the platform.
  
  
• Generational shopping behavior diverges. Amazon remains a leader in retail app usage (with top usage by 80% of respondents), but shifts in generational shopping behaviors suggest the need for new engagement and retention strategies for different audience segments.
  
  
• Gaming audiences redefined: Defying traditional expectations, the report reiterates women's significant presence in the gaming sector, who are spending more time than men playing games like Call of Duty (360 vs. 166 minutes per week). Gaming companies must rethink the way they are communicating to this powerful audience.
  
  
• Multi-screen behavior is on the rise. The behaviors of specific demographics indicate they are using multiple screens concurrently. For example, heavy TikTok users (18 hours per week) even allocate slightly more time to other leading iOS apps than light TikTok users (2 hours per week), raising new questions for marketers about digital behaviors.

Consumer intelligence like that included in Measure's App Life Report can inform holistic competitive strategies for brands, app developers and agencies. With previously inaccessible and hidden behavioral data such as in-app spend, purchase motivations, media consumption patterns and trends, social media search and content results, marketers and brands can take a much deeper dive into competitor apps and 360-degree digital behaviors. This type of data can also be integrated into existing surveys and data pipelines, bringing more meaningful behavioral data to boost audience understanding and find new ways to drive growth.

Online training and certification program designed to uplevel identity security industry expertise

SailPoint Technologies, Inc., a leader in enterprise identity security, today at Navigate 2023, announced the opening of Identity University, SailPoint’s industry-leading online training and certification platform for public enrollment. With 3.5 million unfilled cybersecurity jobs worldwide, SailPoint is opening no-cost access to introductory-level identity security training to address the immediate need to close the cybersecurity skills gap. Starting today, anyone aspiring to begin a career in the identity security industry can now register for an Identity University account and start taking introductory-level training for free.

Identity University offers customers, partners, and now, aspiring SailPoint experts, a variety of ways to broaden their identity security skill set and knowledge, including over 160 on-demand courses for busy professionals to train at their own pace, on their own schedule, from wherever they choose.

Courses are curated into role-based training paths for identity security engineers, administrators, and leaders. These paths are designed to upskill professionals new to both identity security and SailPoint. For those seeking to achieve a SailPoint Professional Certification, role-based training paths guide learners through the courses and resources they need to successfully pass their first SailPoint certification exam. For experienced professionals, SailPoint also offers product-based training paths, making it easy to find training for new products and features as they become available.

“SailPoint is committed to doing our part to grow identity security talent and increase direct access to industry-leading education,” said Matt Mills, President of Worldwide Field Operations at SailPoint. “By opening Identity University to public enrollment, we are enabling anyone and everyone who is interested in learning about identity security to take our introductory training at no cost. Our goal is to help the next generation of security leaders find their footing in an exciting and innovative industry.”

All Identity University on-demand courses are available to customers and partners through a yearly subscription, with new material regularly added as product features and innovations are released. Additionally, each month SailPoint will release QuickLearn courses (5-to-15-minute tutorials) to help the learning community stay current on the latest identity security best practices and SailPoint advancements. Introductory-level courses are available at no cost to everyone, including public learners who want to learn the basics of identity security, including:

• Introduction to Identity Security with SailPoint
• Identity Security Project Management Tips
• Identity Security Prescriptive Implementation Path
• IdentityNow Introduction
• IdentityIQ Introduction
• AI Services: Introduction

"SailPoint training and certification are a core part of enabling my team to drive success and outcomes for our customers and also provides my team members with professional development and growth opportunities,” said Shehram Syed, Security Consulting Senior Manager at Accenture. “The self-paced training on Identity University is excellent, and it’s the first place I send my team to get started with SailPoint."

In addition to the training opportunities through Identity University, free educational resources such as webinars, wikis, forums, and User Groups are available on Compass, SailPoint’s open, peer-to-peer community for identity security professionals.

SailPoint is also launching the North Star program, designed to reward community ‘super users’ who actively contribute their time and help others advance their identity security skills. Those who earn the North Star status will be awarded free access to on-demand training on Identity University, gain publishing authority to the SailPoint Community blogs and wikis, and will receive special recognition within the community and at Navigate, SailPoint’s annual industry conference.

“Our objective is to establish Identity University and the SailPoint Community as the premier destination for identity security professionals and a place where they can develop their skills and careers, collaborate, and ultimately advance the industry together,” said Meredith Blanchar, Chief Customer Officer at SailPoint. “By opening these resources to the public, we are making a commitment to grow the skills and expertise in the talent market, enabling our customers and partners to secure and grow their businesses. We are proud of this commitment, and for filling the void of much-needed reputable and trustworthy identity security resources and skill development opportunities.”

“Identity University, along with the Compass Community, has been a vital resource for growing and expanding our SailPoint delivery team,” said Ben Wise, VP of Identity Management at IDMWORKS. “The Compass forums are among the best in the industry providing an engaged community and the frequency of the updates ensures our team is always armed with the latest knowledge and skills in identity security. This type of collaborative community and open network makes SailPoint unique amongst their peers.”

By adding Rebrandly custom short links to MessageBird-powered communications, brands can improve content deliverability, boost conversion, and increase customer retention

Rebrandly, the leading provider of link management solutions, today announced a strategic partnership and integration with MessageBird, the leading omnichannel communications automation platform. Now, through the Rebrandly Connector for MessageBird, businesses can easily improve the performance of — and engagement with — their marketing campaigns and other large-scale communications by using branded and trackable shortened links.

With tens of thousands of customers and millions of active users, Rebrandly provides a platform for securely creating and managing custom short links at scale — and has generated more than 1 billion links to date for brands worldwide across industries. MessageBird powers and streamlines communications between businesses and their customers — driving powerful, personalized, and engaging experiences across SMS, email, voice, WhatsApp, and more. MessageBird has processed over 5 trillion messages, calls, and emails for 29,000+ customers, including Google, Facebook, and Uber.

Branded links have a 39% higher clickthrough rate than unbranded ones, according to Rebrandly data, and now organizations can take advantage of the integration between Rebrandly and MessageBird to drive higher-impact and "stickier" communications across SMS, email, and WhatsApp channels. Using Rebrandly and MessageBird, businesses delivering marketing campaigns or seeking to drive online and mobile app and software sign-ups can increase revenue, traffic, customer acquisition, and conversions by including branded links in their messages. Travel, financial services, healthcare, e-commerce, and logistics companies that provide time-sensitive notifications to customers via SMS and email can now use shortened, branded links to improve link deliverability and track engagement.

Through the Rebrandly Connector for MessageBird, companies can:

• Grow Revenue — Leveraging mobile deep links to send customers directly to the content they care about so they can quickly reach product pages and complete purchases with fewer clicks.
• Grow Traffic — Creating unique QR codes or referral links at scale for better delivery through SMS, email, and WhatsApp — accelerating top-of-funnel (TOFU) conversion.
• Grow Efficiency — Managing branded links easily via one tool without leaving the MessageBird interface. Users can edit destination URLs and apply traffic routing features anytime to ensure optimal deliverability and user experience (UX).
• Grow Intelligence — Benefitting from advanced and actionable insights, with click data from Rebrandly directly streamed into MessageBird's analytics dashboard in real-time. 
• Grow Trust — Improving brand trust, customer acquisition, and retention with safe, secure (SOC 2 Type II) and recognizable branded short links at every step of the customer journey. Brands can also track link engagement for funnel improvement.

"MessageBird helps businesses automate their communication workflows and engage customers individually and in real-time," said Asha Thurthi, Chief Product Officer, MessageBird. "Our partnership and integration with Rebrandly augment our powerful tools, so companies can add branded short links to their communications — improving campaign results and deepening brand trust among recipients. Many companies already use our solutions together, seeing measurable results and delivering more effective communications. This partnership will allow MessageBird and Rebrandly to reach more customers and accelerate the value we bring to the market."

Carla Bourque, CEO of Rebrandly, said: "Rebrandly offers the most complete and advanced link management solutions in the market and is an essential piece of the global MarTech stack. Our AI-enabled link management technology and commitment to digital innovation empower customers to connect more effectively and securely with the content they care about — driving value, brand trust, and performance at scale. Our partnership with MessageBird is the latest manifestation of Rebrandly's mission to make every link matter with high-impact, measurable, and engaging omnichannel communications. We're proud to partner with MessageBird to help even more businesses benefit from Rebrandly's powerful link management technology."

Key Takeaways

• More than 4 in 10 companies are still in the early stages of their identity-security journey.

• Security professionals are struggling to communicate the business value of identity.

• Even mature companies cover less than 70% of the identities in their organization.

• Companies leveraging SaaS, artificial intelligence/machine learning, and automation scale 10-30% faster.

SailPoint Technologies, Inc., a leader in enterprise identity security, today released the findings from the 2023 edition of its annual research report, ‘The Horizons of Identity Security,’ at Navigate 2023. Produced in collaboration between SailPoint and Accenture, a leading global professional services company, the report is based on insights from more than 375 global cybersecurity executives across the Americas, Europe and Asia. The goal was to examine the current state and future direction of the identity security market.

With 90% of cybersecurity breaches being identity related, identity security is the most important security aspect that every organization must get right. Yet, findings from the Horizons of Identity Security report show that 44% of companies are still at the beginning of their identity journeys. And, concerningly, even mature companies cover less than 70% of the identities in their organizations through foundational governance capabilities. However, respondents noted that communicating the business value of identity security to executives is a key challenge. This underscores the need for identity security advocates to build executive-friendly business cases that are tailored to their audiences’ strategic priorities and value-driven mindset.

A worrying 77% of respondents indicate that “limited executive sponsorship or focus” is a primary obstacle to investment in identity security, second only to budgetary constraints (91%). However, report findings clearly demonstrate that a strong identity security program can power business agility and innovation, risk mitigation, efficiency gains, and advancement of tech initiatives. For example, it can accelerate organizational change by as much as 30% through quicker integration of identities, applications, data and infrastructure.

“A strong identity security program can generate real value for today’s organizations, but that value isn’t always obvious to business stakeholders,” said Matt Mills, President of Worldwide Field Operations, SailPoint. “In today’s threat landscape, stopping just one breach can save millions of dollars in lost revenue, regulatory fines, and reputational damage. It’s important for security teams to have the information they need to communicate their needs in an outcomes-based way. Focusing on the business value that identity security drives is going to resonate best with executives and help them understand the pressing need to accelerate their identity maturity if they want to avoid becoming the next major victim.”

Identity ecosystems are becoming increasingly complex and a preferred attack vector for threat actors. According to the report findings, on average more than 30% of the identities in an organization are not properly covered by identity solutions, with particular gaps around third-party identities, machine identities and data. Bringing those identities under the umbrella of a strong identity management program is essential for breach avoidance. Foundational security capabilities accelerate incident response, prevent bad actors from authenticating into internal systems and limit excessive access rights for employees — which survey respondents selected as the most common security deficiency enabling breaches.

Among other notable findings in the report was the fact that AI-based solutions have proven to be a potent accelerator, helping businesses add advanced new capabilities and drive greater agility. Encouragingly, the report shows a growing number of organizations are exploring AI-backed dynamic trust models to evolve access based on user behavior. The findings also show that companies leveraging SaaS, AI and automation scale a notable 10-30% faster and get more value for their security investment through increased capability utilization. More specifically, an identity platform leveraging automation and AI enables companies to scale identity-related capabilities up to 37% faster than companies without AI enablement.

“Organizations are facing unprecedented challenges when it comes to managing their complex identity environments and massive data sets,” said Damon McDougald, the global Security Digital Identity lead at Accenture. “While advanced technologies like artificial intelligence and generative AI are making it easier to expedite, manage and scale identity security initiatives many organizations are still at the start of their journeys. Organizations should view this as an opportunity to accelerate their identity maturity timetable and establish a foundation for a secure digital transformation.”