Deterministic data graph brings scale and accuracy to foundational demographic CTV audiences

Alliant, a leading data-driven audience company, has announced a strategic partnership with Madhive, a top technology company in local Connected Television (CTV) advertising. This collaboration allows Madhive’s clients broadcasters, agencies, brands, and publishers access to Alliant's extensive taxonomy of over 2,000 TV-optimized audiences. The partnership aims to enhance CTV advertising with highly targeted and scalable audience segments, driving better results for both awareness and conversion campaigns.

• Alliant’s Optimized Audiences for CTV:

  • Alliant has developed specialized audiences tailored for the growing CTV advertising market.
  • These audiences are now integrated into Madhive’s local CTV device graph, enhancing relevance and targeting precision.
  • Proven to drive results across various campaign objectives, from top-of-funnel awareness to lower-funnel conversions.

• Madhive Data Marketplace Overview:

  • The Madhive Data Marketplace connects advertisers with over 15,000 audience segments, including behavioral, demographic, and transactional data.
  • Partnerships with top-tier data providers like Alliant enable access to high-quality audiences at efficient costs.
  • The marketplace reaches 90 million households monthly, offering hyperlocal targeting down to ZIP code and congressional district levels.

• Strategic Importance of the Partnership:

  • The integration of Alliant’s deterministic household graph with Madhive’s CTV device graph ensures powerful audience targeting.
  • Alliant’s privacy-compliant, data-rich audiences are now accessible to Madhive’s broadcaster clients, helping them meet the demands of national and local advertisers.
  • The partnership supports scalable and precise CTV campaigns, essential for successful TV advertising.

• Benefits for Broadcasters and Programmers:

  • Alliant’s demographic audiences provide the necessary scale for effective TV campaigns, including those on CTV.
  • Broadcasters and programmers can leverage Alliant Audiences to ensure their brand and agency clients achieve the desired reach and impact.
  • The partnership with Madhive allows for precision targeting while maintaining the scale needed for large campaigns.

The partnership between Alliant and Madhive marks a significant advancement in CTV advertising, providing advertisers with enhanced targeting capabilities and scalable audience reach. By integrating Alliant’s optimized audiences into Madhive’s extensive data marketplace, broadcasters, agencies, brands, and publishers can now execute more effective and precise CTV campaigns. This collaboration is set to deliver powerful results across the entire advertising funnel, from brand awareness to conversion.

ShareThis Expands Advertising Solutions with AI-Powered Contextual Targeting

ShareThis, a Predactiv company, has announced the general availability of its new Contextual targeting solution, marking a significant step forward in the company’s mission to offer diverse and privacy-centric advertising options. This new solution utilizes advanced AI technologies to analyze the content of web pages where ads appear, providing advertisers with the ability to place ads in the most relevant environments without relying on cookies. The launch of ShareThis Contextual is set to enhance the precision and effectiveness of ad placements, complementing the company’s existing behavioral targeting capabilities.

• AI-Driven Contextual Targeting:

  • ShareThis Contextual uses large language model processing to analyze and classify web content, extracting meaningful insights from keywords, topics, and overall context.
  • The solution offers smarter URL classification, ensuring that ads are placed in environments most relevant to the content being viewed by users.
  • This approach eliminates the need for cookie-based tracking, making it a privacy-compliant alternative for advertisers.

• Complementary Behavioral and Contextual Targeting:

  • While behavioral targeting excels at understanding user interests based on their interactions, ShareThis Contextual expands reach by aligning ad placements with the content users are currently engaging with.
  • The combination of behavioral and contextual targeting allows for more powerful and effective ad delivery, ensuring that ads resonate with users both in terms of their interests and the context of the content.

• Introduction of ShareThis Contextual PRO:

  • ShareThis Contextual PRO is an advanced feature that enhances contextual targeting by integrating proprietary behavioral data.
  • This PRO feature leverages deterministic signals from first-party data, uncovering new high-engagement contextual categories without requiring data sharing or reliance on modeled data.
  • The PRO feature maximizes engagement, effectiveness, and reach by placing ads in the most relevant environments.

• Privacy-Centric Advertising Approach:

  • ShareThis Contextual offers a privacy-centric solution by circumventing the limitations of third-party cookies and providing ethical ad targeting methods.
  • The use of AI technologies and deep consumer behavior insights allows advertisers to achieve higher engagement rates and improved ROI through more accurate ad placements.
  • This shift towards privacy-centric advertising is in line with industry trends and consumer expectations.

Conclusion:
The launch of ShareThis Contextual represents a major advancement in digital advertising, providing a powerful and privacy-compliant solution for advertisers. By combining AI-driven content analysis with behavioral insights, ShareThis offers advertisers the ability to place ads in the most relevant and engaging environments. Whether used independently or in conjunction with behavioral targeting, ShareThis Contextual and its PRO feature ensure that ads not only reach the right audience but also resonate with them on a deeper level, paving the way for more effective and ethical digital marketing strategies.

In Q2 2024, impact.com welcomed hundreds of new clients, delivered new innovations and product enhancements, expanded its senior leadership team, and was again recognized by leading award programs for the excellence of its partnership management platform.

Impact.com, a leading platform in partnership management, has reported robust performance for Q2 2024. The company’s growth is driven by the expansion of its client base, new product launches, and enhancements to its platform. The introduction of impact.com/advocate, a customizable customer referral solution, marks a significant addition to its offerings, establishing impact.com as the global leader in partnership management. During the quarter, over 600 new brands and partners joined the platform, including notable names like The Container Store, Gopuff, Kühl, and Hack The Box.

• Introduction of impact.com/advocate:

  • New Referral Solution: The launch of impact.com/advocate introduces a fully customizable customer referral marketing tool designed to turn customers into advocates.
  • Automated Referral Programs: Brands can now create flexible, fully automated referral programs that are easy to manage and user-friendly.
  • Enhanced Customer Advocacy: The solution aims to drive customer advocacy and attract new customers by leveraging authentic recommendations.
  • Market Trends: Research shows that 86% of consumers value recommendations and reviews over traditional ads, highlighting the growing importance of referral marketing.

• Partnership with HSN for Influencer Marketing:

  • New Platform Launch: Impact.com will power HSN’s new influencer marketing platform, HSNfluencer, which integrates livestream video shopping and storytelling.
  • Enhanced Creator Engagement: The platform allows HSN to manage and analyze influencer partnerships more effectively, offering a customized experience.
  • Creator Collaboration: Influencers and creators can collaborate with HSN, use curated product collections, and generate affiliate links for their content.
  • On-Air Personalities: HSN will also utilize its on-air personalities as creators, allowing customers to interact with curated collections from their favorite HSN figures.

• Quarterly Highlights and Developments:

  • Partnerships Experience (iPX): Impact.com hosted iPX events in New York City and London, bringing together over 900 attendees and 50+ speakers to discuss the partnership economy.
  • Product Enhancements: New features in Creator include improved creator discovery, campaign workflow customization, enhanced tracking, and a better marketplace partner discovery experience.
  • Leadership Expansion: New senior hires in North America include Justin Morrison (SVP, Sales), Rush Williams (AVP, Enterprise Sales), and Angela Gann (AVP, Solutions Consulting).
  • Research and Recognition: Released reports on consumer trends and affiliate marketing, received multiple industry awards, and surpassed 250K+ downloads for the Partnership Economy podcast.
  • Agency Coaching Program: The new program supports agencies new to affiliate marketing by rapidly onboarding them and driving mutual success.
  • Referral and Affiliate Programs Relaunch: A revamped referral and affiliate program aims to recruit new partners through enhanced landing pages and email campaigns.

Impact.com’s Q2 2024 performance underscores its leadership in partnership management with significant expansions in product offerings and client base. The introduction of impact.com/advocate and the strategic partnership with HSN for influencer marketing highlight the company’s commitment to innovation and addressing market needs. With continued product enhancements and a strong focus on customer and partner growth, impact.com is well-positioned to maintain its leadership in the global partnership management landscape.

Causal IQ, a leader in advanced digital advertising solutions, has announced the appointment of Nick Cheetany as the new Regional Vice President of Media Sales for the Midwest region. With over a decade of experience in digital advertising and programmatic sales, Nick's arrival is set to further solidify Causal IQ's market position.

• Nick Cheetany's Professional Background:

  • Over ten years of experience in digital advertising and programmatic sales.
  • Previously served as Senior Vice President of National Sales at AdTheorent.
  • Led the National Sales Team at AdTheorent for over eight years.
  • Transformed sales organization and drove year-over-year revenue growth.

• Career Achievements:

  • Instrumental in refining key performance objectives at AdTheorent.
  • Improved sales performance and client engagement at Voltari as Regional VP of Midwest/West Coast Programmatic Advertising Sales.
  • Developed successful go-to-market strategies and recruited top talent.

• Leadership Skills:

  • Recognized for building and leading high-performing sales teams.
  • Implemented effective processes that optimized revenue and exceeded sales targets.

• Causal IQ’s Perspective:

  • Senior VP Raynor Choate expresses confidence in Nick's ability to enhance the company’s presence in the Midwest.
  • Nick is known for strong client relationships and leadership in the adtech space.

• Nick Cheetany's Vision:

  • Enthusiastic about joining Causal IQ due to its performance track record and client-focused strategies.
  • Praises Causal IQ's approach to omnichannel media activation in the adtech industry.
  • Aims to contribute to Causal IQ's continued growth and success in the Midwest.

Causal IQ welcomes Nick Cheetany as the new Regional VP of Media Sales for the Midwest. His extensive experience and strategic approach are expected to drive further growth and success in the region, reinforcing Causal IQ's leadership in the digital advertising space.

Sprout Social, Inc., a leader in cloud-based social media management software, has appointed Mike Wolff as Chief Revenue Officer (CRO), effective September 2, 2024. In this role, Wolff will oversee the global Sales, Success, and Partnerships organization, focusing on expanding Sprout’s innovative offerings worldwide.

• Mike Wolff's Professional Background:

  • Over 20 years of experience in leading global sales and technology organizations.
  • Previously served as Chief Revenue Officer of Salesforce.org.
  • Led Salesforce's Global ISV team, driving impactful technology partnerships.

• Key Achievements at Salesforce:

  • Played a pivotal role in scaling Salesforce from less than $50M to $34.9B in annual revenue over a 22-year career.
  • Built and scaled high-performing global sales teams across various industries and geographies.
  • Contributed to customer success and innovation through strategic partnerships.

• Focus Areas as CRO at Sprout Social:

  • Overseeing global Sales, Success, and Partnerships to drive growth.
  • Expanding Sprout’s reach and impact with innovative social media management solutions.
  • Leveraging his extensive experience to enhance customer engagement and satisfaction.

• Leadership Vision:

  • Wolff aims to help businesses unlock smarter, faster business impact through social media.
  • Committed to scaling Sprout Social towards achieving its growth goals.
  • Excited to deliver exceptional value to customers with the top-rated social media management software.

• Sprout Social’s Outlook:

  • President and incoming CEO, Ryan Barretto, praises Wolff as an unparalleled go-to-market leader.
  • Anticipates that Wolff’s leadership will drive growth and efficiency, while fostering impactful technology partnerships.
  • Emphasizes the insights and vision Wolff will bring to Sprout Social's next growth phase.

Sprout Social is poised for significant global growth with the appointment of Mike Wolff as Chief Revenue Officer. His extensive experience and proven track record in scaling businesses and leading high-performing teams will be instrumental in driving Sprout Social's continued success in the social media management space.

AffinityX, a global leader in results-driven marketing and advertising solutions, has announced a strategic partnership with DrivenIQ, a consumer identity management company. This collaboration aims to enhance AffinityX’s new Audience Insights product, driving significant improvements in marketing campaign performance and efficiency.

• Partnership Overview:

  • AffinityX collaborates with DrivenIQ to integrate advanced identity management technology into its offerings.
  • DrivenIQ’s Audience Management Platform and identity graph are central to AffinityX’s new Audience Insights product.

• Key Features of AffinityX Audience Insights:

  • Provides valuable audience insights to improve marketing campaigns.
  • Fully opt-in solution that prioritizes customer privacy while accurately identifying customer types.
  • Enhances the precision of Ideal Customer Profile (ICP) lookalike audiences, improving targeting efficiency.

• Industry Context:

  • Despite Google’s decision to delay the deprecation of third-party cookies, their effectiveness is declining.
  • Apple’s AppTrackingTransparency (ATT) has led to a majority of consumers opting out of data sharing.
  • Potential changes to Google Chrome’s privacy practices could further impact web advertising, making solutions like AffinityX Audience Insights critical for advertisers.

• Statements from Leadership:

  • TJ Ceballos, AffinityX SVP of Product and Development:
    • Emphasizes the importance of DrivenIQ’s technology in delivering accurate audience insights and boosting marketing efficiency.
  • Vern Hanzlik, DrivenIQ President and CEO:
    • Highlights the partnership’s ability to help marketers identify and engage audiences across all channels, including restricted ones like Google and Meta, while maintaining privacy compliance.

• Benefits for Marketers:

  • Enables marketers to achieve higher ROI through precise messaging and targeting at scale.
  • Provides vital insights into ideal customers, allowing for more effective campaign execution across various channels.

The partnership between AffinityX and DrivenIQ marks a significant step forward in enhancing audience insights and marketing performance. By leveraging DrivenIQ’s advanced identity management technology, AffinityX is poised to deliver more precise, privacy-compliant marketing solutions that meet the evolving needs of global advertisers.

Amagi, a global leader in cloud-based SaaS technology for Connected TV (CTV), has announced a strategic partnership with Anoki, Inc., an innovator in AI-powered contextual CTV advertising. This collaboration aims to advance the growth of contextual advertising for free ad-supported streaming TV (FAST), marking a significant leap forward in the CTV industry through AI-driven innovations.

• Overview of the Partnership:

  • Amagi joins forces with Anoki to integrate advanced AI-powered contextual advertising into CTV.
  • The partnership focuses on enhancing ad relevance, viewer engagement, and privacy compliance in the FAST ecosystem.

• Anoki's ContextIQ Platform:

  • ContextIQ generates scene-level metadata using multi-model generative AI, surpassing traditional genre and text analysis.
  • Ensures hyper-relevant ad placements by targeting the right audience at the optimal time.
  • Analyzes scenes for brand safety and adheres to privacy regulations by focusing on content rather than viewer data.

• Amagi’s Strategic Vision:

  • KA Srinivasan, Co-founder and CRO of Amagi, highlights the alignment of this partnership with Amagi’s mission to optimize ad delivery and monetization for FAST channels.
  • ContextIQ complements Amagi's Zero Slate innovation, enhancing efficiency and the overall user experience.

• Impact on CTV Advertising:

  • The partnership promises to upend traditional advertising models by ensuring maximum viewer engagement through contextually aligned ads.
  • Both companies will collaborate on creating new ad formats and improving content monetization within the CTV space.

• Statements from Leadership:

  • KA Srinivasan, Co-founder and CRO of Amagi:
    • Emphasizes the importance of integrating cutting-edge AI to boost engagement and maximize monetization in the FAST ecosystem.
  • Raghu Kodige, Founder and CEO of Anoki:
    • Stresses the significance of ensuring brand safety and privacy compliance while delivering highly relevant ads through advanced contextual targeting.

• Amagi’s Global Reach:

  • Amagi serves a wide range of global clients, including NBCUniversal, A+E Networks UK, Cox Media Group, and The Roku Channel, offering comprehensive channel creation, distribution, and monetization solutions.

The partnership between Amagi and Anoki signifies a transformative moment in the CTV advertising landscape. By leveraging AI-driven contextual advertising, the collaboration is set to enhance the viewing experience, improve ad relevance, and drive new monetization opportunities in the rapidly growing CTV space.

Intermedia Cloud Communications, a global leader in AI-powered cloud communications and collaboration solutions, has launched Intermedia Unite® for Microsoft Teams Advanced. This innovative solution seamlessly integrates advanced communication features into the Microsoft Teams platform, eliminating the need for a separate Teams phone license and enhancing the overall business communication experience.

• Overview of Intermedia Unite:

  • Intermedia Unite is recognized for offering a comprehensive suite of communication tools, including voice, video, chat/SMS, contact center, file management, and archiving.
  • It is known for its security, reliability, and user-friendly interface, earning accolades like Best Business Phone System by U.S. News and World Report and Best Overall Business VoIP by PC Magazine.

• Key Features of Unite for Teams Advanced:

  • Simplified Communication:
    • Integrates reliable, crystal-clear phone calls and SMS text messaging within Microsoft Teams without requiring an additional Teams phone license.
  • Enterprise-grade Calling Features:
    • Over 100 integrated features, such as call monitoring, whisper, barge-in, call queue management, and SMS functionality, including Company Messaging and Hunt Groups.
  • Data Archiving:
    • Automatic 30-day rolling archiving for calls, SMS, and voicemails, with the option to extend retention up to 10 years.
  • CRM Integration:
    • Seamless connection with popular CRM platforms like Salesforce and ServiceNow, streamlining workflows and boosting productivity.
  • Global Connectivity:
    • Unlimited calling minutes and free calls to 33 countries, enhancing global communication capabilities.
  • Service Continuity:
    • In case of a Teams service disruption, users can transition to the Unite mobile or desktop application to maintain connectivity.

• Impact on Business Productivity:

  • Enhanced Communication:
    • By integrating advanced telephony directly into Teams, businesses can streamline their communications and reduce the need for multiple applications.
  • Cost-Effectiveness:
    • Eliminates the need for an additional Teams phone license, offering a more affordable and efficient solution for businesses.
  • Reliability and Support:
    • Backed by Intermedia’s 99.999% uptime SLA and J.D. Power-certified technical support, ensuring a dependable communication infrastructure.

• Statements from Leadership:

  • Irina Shamkova, Chief Product Officer at Intermedia:
    • Highlights the seamless integration of advanced telephony features into Teams, enhancing communication, collaboration, and customer support.
  • Dave Michels, Principal Analyst and Founder of TalkingPointz:
    • Praises the solution for significantly enhancing the Microsoft Teams experience with advanced telephony and ensuring continuity and reliability.

• Future Enhancements:

  • Intermedia plans to expand the integration to include contact center agent and supervisor experiences directly within Teams, further streamlining advanced calling, customer interactions, and team collaboration.

Intermedia Unite for Teams Advanced is a game-changer for businesses using Microsoft Teams, offering a powerful, integrated communication solution that enhances productivity, reduces costs, and ensures reliable service. With a focus on meeting the evolving needs of modern businesses, Intermedia continues to deliver innovative solutions that empower their channel partners and clients.