Viant Technology Inc. has expanded its partnership with Disney Advertising, creating an innovative solution that makes premium CTV, video, and display inventory more addressable and biddable for advertisers. This collaboration is set to enhance campaign performance, offering new opportunities to both large and midmarket advertisers.

• The Power of Disney’s Clean Room Technology
  Disney’s Clean Room technology, paired with the proprietary BridgeID, forms the backbone of this partnership. This enables Viant’s Household ID to seamlessly connect ad buyers with their target audiences, driving scalable campaign performance.

• Unlocking Access to Inventory for Advertisers
  Matt Barnes, VP of Programmatic Sales at Disney Advertising, emphasized that this partnership brings automation and scale to unlock more inventory for advertisers of all sizes, particularly benefiting midmarket buyers.

• Viant’s Expertise in CTV and AI-Powered Solutions
  Viant’s deep experience in Connected TV (CTV) and their future-ready, AI-powered solutions play a crucial role in maximizing audience insights while leveraging Disney’s extensive streaming footprint. This combination is expected to drive up to a 20% improvement in addressability.

• Enhanced Value for Advertisers Through Strategic Partnerships
  Tom Wolfe, Viant’s SVP of Business Development, highlighted how the collaboration further strengthens the value delivered to advertisers, enhancing relationships between ad clients and top-tier CTV content owners.

The expanded agreement between Viant Technology Inc. and Disney Advertising marks a significant step forward in unlocking greater advertising potential through automation, AI, and enhanced audience targeting capabilities. The collaboration aims to offer flexibility and scalability to advertisers, driving up the effectiveness of their campaigns with more targeted inventory access.

Anvara has revolutionized the advertising landscape with its new marketplace for real-world ad spaces. Offering a streamlined platform for buying and measuring premium ad spaces—such as sports sponsorships, experiential marketing, and out-of-home (OOH) advertising—Anvara simplifies the process for marketers. Think of it as an “Airbnb” for ads, providing a one-stop-shop where brands can access exclusive opportunities, from Yankee Stadium sponsorships to college campus coffee shop takeovers.

• Changing the Advertising Landscape
  As digital ROI continues to decline, marketers are turning to real-world experiences for better engagement and brand recall. Anvara offers a solution to this shift, making it easier to tap into high-impact ad spaces that were previously difficult to access.

• Simplifying the Ad Buying Process
  Before Anvara, securing ad opportunities meant navigating complex negotiations, endless meetings, and third-party measurement tools. Anvara simplifies this process, allowing advertisers to browse, make offers, pay, and sign contracts—all in one place. Sellers also gain access to a curated network of brands and agencies, streamlining the sales process.

• Anvara’s Unique Approach to Ad Mediums
  Anvara introduces bold, unconventional ad placements that connect brands to consumers at the right moment. From stadium takeovers to local coffee shop activations, Anvara offers unique mediums that traditional platforms can’t provide. By aligning ads with key consumer touchpoints, Anvara creates memorable brand connections.

• AI-Powered Targeting for Precision Marketing
  Anvara is integrating AI into its strategy to refine targeting and maximize results. The platform’s AI system recommends the best ad spaces based on campaign goals, enabling advertisers to reach specific demographics with precision. For instance, it can pinpoint locations to target college students in California with fashion-focused campaigns.

• Diverse Media Options for All Budgets
  Anvara caters to brands of all sizes. With partnerships with sports teams like the Cincinnati Bengals, Colorado Rockies, and Saint Louis Blues, smaller brands can now access single-game sponsorships, democratizing the sponsorship landscape.

• Feedback from the Industry
  Industry leaders like Alden Reiman, CEO of The Reiman Agency, have praised Anvara for its ability to simplify the sports and event marketing process. By providing a platform for smaller budgets and faster execution, Anvara has become a game-changer for brands looking to make an impact.

Anvara’s innovative platform is transforming how brands purchase and measure real-world advertising. With its AI-driven recommendations, simplified ad-buying process, and unique media opportunities, Anvara is making high-impact marketing more accessible and measurable than ever before. As demand for its platform continues to grow, Anvara is paving the way for a new era of advertising.

Mediaocean, a leading partner for omnichannel advertising, has announced the acquisition of Innovid, an independent software platform for ad creation, delivery, and measurement. As part of the deal, Innovid will merge with Flashtalking to form a global, independent ad tech platform, set to revolutionize the advertising landscape.

• Details of the Acquisition
  Mediaocean will acquire Innovid for $3.15 per share, with the transaction valued at approximately $500 million. The acquisition is set to close in early 2025, with the combined entity expected to offer a full suite of ad tech services, spanning ad delivery, creative personalization, measurement, and optimization across digital, social, CTV, and linear TV.

• A New Era of Independent Ad Tech
  The merger of Innovid and Flashtalking is seen as a strategic move to offer advertisers more control over data and ad placements, as well as greater flexibility in media spend. This combination aims to provide a neutral alternative to platforms like Google, addressing the challenges of walled-off inventory and publisher-driven optimization.

• Empowering Advertisers with Control and Choice
  As the ad tech industry moves away from reliance on media sellers’ technology, this merger will give advertisers more control over their media investments. The new organization will offer enhanced tools for creative optimization, greater transparency in measurement, and improved workflows for ad tech efficiency.

• Leadership and Vision for the Future
  Zvika Netter, CEO & Founder of Innovid, will lead the combined entity as CEO, reporting to Bill Wise, Co-Founder & CEO of Mediaocean. Netter brings years of innovation to the table, and the combination with Flashtalking’s expertise promises to shape the future of ad tech.

• Strategic Benefits for Mediaocean
  Bill Wise, Co-Founder & CEO of Mediaocean, emphasized the importance of this merger in establishing a premier independent ad tech platform. With Prisma's robust ad infrastructure and the added creative and CTV capabilities from Innovid and Flashtalking, the new organization will meet the growing demand for flexible, cross-platform advertising solutions.

The merger between Mediaocean, Innovid, and Flashtalking promises to reshape the future of advertising technology. By combining creative innovation, data control, and omnichannel capabilities, the new entity will provide brands and agencies with the tools they need to optimize ad spending and drive growth in an increasingly complex advertising ecosystem.

As the holiday season approaches, ecommerce companies are under pressure to deliver personalized, engaging customer experiences that drive conversions. Bloomreach, the leading platform for ecommerce personalization, has unveiled new features within Bloomreach Discovery to help brands optimize their sites and better serve shoppers. These innovative tools aim to increase revenue and improve customer satisfaction through advanced personalization capabilities.

• The Importance of Personalization in Ecommerce
  Online holiday sales reached $221.1 billion in 2023, underscoring the significance of delivering personalized, engaging shopping experiences. Bloomreach’s latest features provide ecommerce teams with the tools they need to stand out during peak seasons and beyond by tailoring the shopping experience to each customer’s preferences.

• Personalization Studio (Beta)
  The new Personalization Studio allows ecommerce teams to customize the ranking of search results based on individual user behavior. By showing more relevant products to each shopper, this feature enhances the likelihood of conversions, helping to ensure customers find exactly what they’re looking for.

• Real-Time API Merchandising
  Bloomreach’s Real-Time API Merchandising enables developer teams to personalize the shopping experience in real-time. By using customer and behavioral data, ecommerce platforms can dynamically display the most relevant products to each shopper, reducing manual work and enhancing the overall shopping journey.

• Conditional Slot Merchandising (Beta)
  This new feature allows retailers to set rules that determine which products appear in specific spots on webpages based on criteria like brand, color, or category. By promoting new items and organizing product displays more efficiently, retailers can provide a more tailored shopping experience that encourages purchases.

• Dynamic Categories
  Dynamic Categories enable merchandisers to automatically create new product categories based on attributes like price, color, or product type. This feature simplifies the creation of specialized categories like "Holiday Gifts Under $25," making it easier to run promotions and display relevant products to shoppers without developer assistance.

With its new suite of features, Bloomreach Discovery empowers ecommerce teams to offer more personalized and impactful shopping experiences. By leveraging AI-powered tools like Personalization Studio, Real-Time API Merchandising, and Conditional Slot Merchandising, ecommerce brands can increase conversions, reduce manual work, and ensure they meet customer expectations during the busy holiday season and beyond.

StackAdapt, a leading multi-channel programmatic advertising platform, has strengthened its leadership by welcoming Anne DelSanto to its board of directors. With over 30 years of experience in the technology sector, Anne brings a wealth of knowledge in scaling businesses, driving product innovation, and shaping strategic growth in both public and private companies.

• Anne DelSanto’s Expertise in Technology and Growth
  Anne DelSanto has held key leadership roles throughout her distinguished career. As the Executive Vice President at Salesforce, she led the Platform Technology and Product division, growing it by 30% year over year. Her work at Oracle and IBM further cemented her expertise in developing customer-centric solutions and driving organizational transformation.

• A Proven Track Record in SaaS and Cloud Ecosystems
  Anne’s experience spans across SaaS, cloud technologies, and governance, making her a perfect fit for StackAdapt as the company continues to scale its innovative marketing solutions. Her leadership will guide the company’s ongoing mission to empower advertisers with data-driven, effective solutions.

• Board Leadership Experience
  Anne currently serves on the boards of Juniper Networks, Advanced Energy, and Axonius, where she also chairs Juniper’s Compensation Committee. Her extensive governance experience will be invaluable as StackAdapt looks to further expand its impact in the advertising technology space.

• Anne DelSanto’s Vision for StackAdapt
  Anne expressed her excitement about joining StackAdapt’s board, emphasizing the company’s strong commitment to innovation and growth. Her strategic insights and experience in driving impactful, data-driven results will help StackAdapt strengthen its position in the competitive advertising and marketing technology industry.

With Anne DelSanto’s appointment, StackAdapt continues to demonstrate its commitment to growth, innovation, and leadership in the advertising technology space. Anne’s proven expertise and governance experience will play a crucial role in helping StackAdapt empower advertisers with comprehensive, scalable marketing solutions.

Litmus, a leader in email marketing, has unveiled The State of Email in Lifecycle Marketing, 2024 Edition, offering a comprehensive view of how marketers utilize email across the customer journey. This report combines insights from both marketers and consumers, providing dual perspectives on key trends like personalization, data privacy, location-based emails, email frequency, and more. The findings highlight significant generational divides in email preferences, challenges in personalization, and the tension between short-term revenue goals and long-term customer growth.

• Generational Divide in Email Preferences
  The survey revealed a stark generational divide in how consumers view personalized emails. While 57% of Gen Z and 55% of millennials rate personalization as extremely important, only 25% of baby boomers share the same sentiment. Gen Z is also more open to sharing data for personalized experiences, with 51% comfortable with it, compared to just 20% of boomers. Marketers, however, remain focused on basic personalization through Email Service Providers (ESPs), missing a key opportunity to engage the younger, more data-sharing audience.

• Email Timing and Production Challenges
  Timing is critical in email marketing, yet many marketers are struggling with the production speed of their campaigns. A majority (51%) of marketers report needing more than two weeks to produce a single email. This lag in delivery can exacerbate the disconnect between what young, tech-savvy consumers expect and what marketers can realistically provide.

• Short-Term Revenue vs. Long-Term Growth
  While customer retention is a common goal for marketers, it doesn't rank high in terms of priority. This is further evident in consumer behavior, where 78% of respondents rank promotional offers and discounts as top email engagement drivers, with Gen Z particularly responsive. Marketers often chase immediate revenue through promotions, but this focus on short-term gains may come at the expense of building long-term customer relationships and brand loyalty.

• Challenges in Marketing Success Measurement
  The report highlights a systemic problem in how success is measured. Marketers face pressure to deliver immediate sales, often at the cost of nurturing long-term brand health. Engagement metrics, such as open rates and click-through rates, are recognized as crucial for brand health but are often sidelined by the urgent need to deliver revenue through promotions.

• Litmus’s Role in Bridging the Gap
  According to Cynthia Price, SVP of Marketing at Litmus, the company is helping brands recognize the importance of aligning immediate marketing goals with long-term growth strategies. Personalized, engaging emails can continue to be the cornerstone of customer experience, driving both short-term revenue and sustained consumer loyalty. By prioritizing consumer needs and aligning marketing tactics, Litmus aims to help brands achieve a healthier, more effective email marketing strategy.

Litmus’s 2024 report underscores the challenges marketers face in balancing personalization, automation, and revenue goals. By understanding the generational gaps in email preferences and recognizing the importance of personalized, relevant messaging, marketers can enhance customer experience and drive more meaningful engagement. As the demand for smarter, more efficient email marketing grows, aligning marketing tactics with consumer preferences and long-term growth objectives will be essential.

VideoEngager, a leader in secure video engagement solutions, has partnered with Five9, a provider of intelligent customer experience (CX) platforms, to revolutionize how businesses interact with customers. The collaboration will integrate VideoEngager’s cutting-edge video technology with Five9’s advanced CX platform, allowing companies to enhance their customer engagement with real-time visual sentiment analysis, an innovative new feature from VideoEngager.

• Introducing Visual Sentiment Analysis
  VideoEngager's new Visual Sentiment Analysis leverages AI-powered algorithms to analyze facial expressions and visual cues during video interactions. By interpreting customers’ emotions and sentiments, businesses can gain deeper insights into their customers’ reactions, leading to more tailored and effective engagement strategies. This tool enables businesses to better understand their customers' needs and create more personalized experiences.

• How the Integration Enhances Customer Engagement
  The integration of Visual Sentiment Analysis into Five9’s platform gives customer support and sales teams real-time access to customer emotional insights. This allows agents to better gauge customer moods and adjust their approach accordingly. Whether addressing concerns or promoting products, this level of emotional understanding helps agents foster empathy, leading to improved customer satisfaction and stronger relationships.

• Impact on Customer Support and Sales
  By incorporating emotional intelligence into customer interactions, businesses can shift from transactional conversations to more meaningful, humanized engagements. With agents able to immediately recognize signs of frustration, confusion, or satisfaction, they can respond more effectively, increasing the likelihood of positive outcomes in both support and sales scenarios. This integration ultimately enhances the customer experience by providing a more intuitive and responsive service.

• VideoEngager's Commitment to Innovation
  Val Babajov, CEO of VideoEngager, expressed excitement about the partnership, emphasizing how the Visual Sentiment Analysis feature helps businesses connect with customers on a deeper level. By offering powerful tools to enhance communication and understanding, VideoEngager and Five9 are setting a new standard in customer experience, combining advanced technology with human empathy.

The partnership between VideoEngager and Five9 is set to redefine customer engagement by introducing emotional intelligence through Visual Sentiment Analysis. This innovative technology empowers businesses to better understand and react to customer emotions in real-time, improving both customer satisfaction and overall engagement strategies. With this integration, companies can provide more personalized, empathetic interactions, ultimately enhancing the customer experience.

Gameloft for Brands, a leader in gamified advertising experiences, introduces COMBO! Core, a new expansion of its gaming media network COMBO!. This platform aims to help brands engage with Generation Z, a demographic that is notoriously difficult to reach due to their fragmented media consumption and distinct preferences. With COMBO! Core, brands can authentically connect with Gen Z consumers through interactive and non-intrusive gaming experiences.

• The Challenge of Reaching Gen Z Through Traditional Marketing
  Generation Z, born in the 2000s, has grown up surrounded by an overwhelming amount of content and entertainment options. As a result, they are hard to engage through conventional marketing channels. With a 30% smaller attention span compared to the general population, Gen Z also expects brands to align with their values around sustainability, social responsibility, and ethics. Traditional advertising is no longer enough to capture their interest.

• Why Gaming is Key to Reaching Gen Z
  COMBO! Core offers a solution by using games as an authentic and engaging channel to connect with this audience. With 82% of Gen Z gaming more than 7 hours a week, the gaming ecosystem plays a crucial role in their daily lives. By integrating advertising within the gaming environment, brands can naturally engage with consumers while respecting their media preferences and attention spans.

• Features of COMBO! Core
  COMBO! Core provides advertisers with interactive, non-intrusive solutions designed to boost visibility and attention, including a range of formats such as IAB-standard ads, native integrations, and eSports sponsorships. The platform covers a wide spectrum, from PC and console games to mobile games, and even custom-built creations. Additionally, COMBO! Core integrates IAS visibility and attention measurement to ensure that brands can accurately track their advertising effectiveness within games.

• Expanding Gameloft for Brands’ Offerings
  With the introduction of COMBO! Core, Gameloft for Brands now offers a comprehensive portfolio of solutions that cater to a broad range of gamers. This expansion follows the success of COMBO! Kids and COMBO! Pop, targeting younger and more mainstream gaming audiences. According to Hugues Ossart, Director of Marketing at Gameloft for Brands, this new offering further solidifies the company’s position as the go-to partner for brands and agencies looking to tap into the vast opportunities in the gaming world.

• Gameloft’s Dual Expertise in Gaming and Media
  Gameloft for Brands brings a unique advantage to the table: its expertise as both a game developer and media distributor. This dual knowledge allows the company to deliver highly effective advertising solutions that resonate with players on a deeper level, creating meaningful connections and building brand loyalty within the gaming community.

COMBO! Core marks a significant step in bridging the gap between brands and Gen Z consumers by using gaming as a powerful, non-intrusive channel for engagement. With its tailored, interactive ad solutions, Gameloft for Brands is poised to help advertisers create authentic connections with the next generation of consumers, unlocking vast potential within the gaming ecosystem.