New solution makes it easier for businesses to build audiences and enrich their customer profiles with data that lives in data clouds and data lakes

Data platform and warehouse users can now drive more effective marketing campaigns with real-time insights from Twilio Segment's customer profiles

Customer Profiles from Segment powers AI model training in data platforms and warehouses

Twilio, renowned for driving real-time, personalized customer experiences, announces groundbreaking enhancements at Snowflake Summit 2024: Linked Audiences and Segment Data Graph. These innovations bolster Twilio Segment’s interoperability with data platforms, driving efficiency and unlocking transformative potential for businesses managing customer data.

Advancing Interoperability with Segment’s CDP

• Thomas Wyatt, President at Twilio Segment: Wyatt emphasizes the importance of enhancing interoperability between Segment’s CDP and data platforms, enabling businesses to unlock the full power of customer data. This integration turns data into actionable insights, driving superior customer engagement.
• Industry Leaders Recognize Significance: Industry leaders like Snowflake and Databricks recognize the importance of advancing customers’ capabilities with CDP integrations, facilitating seamless integration and data utilization.

Linked Audiences: Empowering Marketers

• Timely and Accurate Audience Targeting: Linked Audiences, in public beta, enables intuitive audience-building without SQL, leveraging real-time data from Segment’s CDP and comprehensive warehouse data. This leads to precise targeting and improved ROI.
• Streamlined Audience Creation: Technical marketers can swiftly create and refine audience lists using a no-code interface, enhancing marketing agility and effectiveness. Linked Audiences bridges the gap between real-time and historical data, enriching insights for smarter customer engagements.

Segment Data Graph: Core Innovation

• Dynamic Framework: Segment’s Data Graph transforms data platforms and warehouses into dynamic engines for business intelligence, enabling comprehensive customer profiles and detailed audience segments.
• Enhanced Decision-Making: The Data Graph empowers data teams to manage relationships between datasets, facilitating effective decision-making and seamless integration with downstream tools for advanced analytics and automation.

Supporting Quotes

• Onil Gunawardana, Snowflake: Gunawardana highlights the collaboration's value in accessing and utilizing platform data for improved customer engagement and business operations.
• Timothy Hobson, LegalZoom: Hobson emphasizes the newfound efficiencies and insights enabled by Linked Audiences, anticipating new opportunities for LegalZoom.
• Mila D'Antonio, Omdia: D'Antonio underscores the importance of unified customer data for exceptional experiences, praising Linked Audiences for delivering connected and complete customer data.

Twilio's Linked Audiences and Segment Data Graph represent significant advancements in customer data management and engagement strategies. By seamlessly integrating real-time and historical data, businesses can unlock transformative potential, driving superior customer experiences and optimizing business operations.

Sets Industry Standard for Handling Data Deletion Requests, Filling Crucial Gap in Privacy Compliance Solutions

The IAB Tech Lab unveils the final version of the Data Deletion Request Framework, marking a significant advancement in addressing consumer data privacy concerns across the digital advertising supply chain. This standardized framework facilitates the transmission of data deletion requests, ensuring compliance with privacy regulations such as GDPR and US state laws. Key industry players have actively contributed to shaping the framework, emphasizing collaboration and commitment to privacy standards.

Key Points:

• Purpose of the Framework: The Data Deletion Request Framework provides a standardized mechanism for handling data deletion requests in the digital advertising ecosystem. It includes provisions for request validation, authentication, and receipt confirmation.
• Alignment with Privacy Legislation: The framework aligns with the 'Right to Delete' under GDPR, US state privacy laws, and Quebec Law 25, addressing a critical need for compliance with data subject rights.
• Industry Recognition and Collaboration: Major organizations including Google, Roku, Ketch, Sourcepoint, Dstillery, Mediavine, and Index Exchange have actively participated in shaping the framework, highlighting its industry-wide significance and collaborative nature.
• Testimonials from Industry Leaders: Statements from representatives of Google, Roku, Ketch, Sourcepoint, Dstillery, Mediavine, and Index Exchange underscore the importance of the framework in managing privacy compliance efforts at scale and streamlining communication of deletion requests.
• Implementation Support: To encourage adoption, IAB Tech Lab offers a 90-day implementation period with increased support for early adopters, ensuring companies have the assistance needed during the initial phase of implementation.

Supporting Quotes:

• Mary Xiaoyong Liu Wang, Google: Commends the framework for addressing industry challenges and providing a foundation for managing data deletion requests at scale.
• Kale Smith, Roku: Emphasizes the framework's role in simplifying compliance efforts for large organizations by facilitating smoother communication of deletion requests.
• Jonathan Joseph, Ketch: Highlights the framework's potential to automate manual processes and bring efficiency to the ecosystem.
• Gabe Morazán, Sourcepoint: Views the framework as a significant step forward, fostering collaboration and communication among vendors.
• Brian May, Dstillery: Excited about the potential of the framework to streamline efforts in honoring user choices and addressing industry pain points.
• John Rosendahl, Mediavine: Acknowledges the framework's importance in reducing technical complexities for publishers and ensuring compliance.
• Patrick Cool, Index Exchange: Supports the framework for enhancing trust and interoperability in privacy compliance across the adtech supply chain.

The release of the Data Deletion Request Framework represents a pivotal moment in advancing digital advertising privacy compliance. With support from industry leaders and a dedicated implementation period, the framework sets a precedent for standardized data handling practices and paves the way for future privacy initiatives within the adtech ecosystem.

Graham to lead DISQO’s growth efforts, helping businesses better understand their audiences and measure the full brand experience

DISQO announced the appointment of Neil Graham as its new Chief Revenue Officer. With over 25 years of experience in strategic revenue and sales management, Graham is set to lead DISQO’s Sales teams as the company scales its innovative brand experience platform.

Graham's Role and Responsibilities

• Business Growth Focus: Graham will concentrate on overall business growth at DISQO.
• Sales and Go-To-Market Strategy: He will lead the sales strategy and market approach.
• Demand Generation: He will oversee demand generation initiatives.
• Sales Operations and Enablement: Ensuring efficient sales operations and enhancing sales capabilities.
• Customer Success Partnership: Collaborating with the Customer Success team to drive client value and insights into brand building.

Leadership and Expertise

• Significant Milestone for DISQO: CEO Armen Adjemian highlights Graham's appointment as a key milestone.
• Track Record: Graham has a proven history of driving revenue growth and building high-performing sales teams.
• Previous Experience: At Performio, Graham significantly expanded the company’s global operations and achieved new revenue milestones.

DISQO's Brand Experience Platform

• Consumer Base: Powered by over 2.3 million consumers.
• Product Offerings: Includes Brand Lift and Outcomes Lift.
• Measurement Capabilities: Provides full-funnel, person-level measurement across digital, social media, TV, audio, and OOH.
• Innovative Approach: DISQO’s identity-based platform offers a comprehensive view, eliminating the guesswork of traditional siloed measurement.

Personal Background

• Education: Dual major in International Relations and Economics from Syracuse University.
• Residence: Lives in the greater San Francisco Bay Area with his family.

Neil Graham’s extensive experience and strategic vision are set to propel DISQO’s growth and enhance its brand experience platform. His leadership will be instrumental in driving both customer success and revenue growth as DISQO continues to innovate in the advertising measurement space.

B2B marketing leader joins Wrike to drive customer-first strategy and enterprise growth 

Wrike, an intelligent work management platform, has announced the appointment of Christine Royston as its new Chief Marketing Officer. Royston brings over 20 years of experience in scaling global marketing and demand generation, poised to lead Wrike into a new phase of international growth and enhanced customer engagement.

Royston's Role and Responsibilities

• Strategic Leadership: Royston will spearhead Wrike's global marketing strategies.
• Demand Generation: Focus on driving demand generation to fuel growth.
• Team Building: Cultivating high-performing marketing teams.
• Customer Engagement: Enhancing engagement strategies to meet customer needs.

Leadership Endorsement

• CEO's Statement: Thomas Scott, CEO of Wrike, expressed confidence in Royston’s ability to be a strategic partner and mentor.
• Track Record: Proven history of transforming and scaling organizations through innovative marketing strategies.

Previous Experience

• Udemy: As VP and Global Head of Marketing, Royston drove significant growth and led critical initiatives such as IPO and rebranding.
• Bitly: Transformed marketing and communication teams, launched revenue-accelerating SaaS plans.
• Other Roles: Held senior leadership positions at DropBox, Imperva, and Salesforce.

Vision for Wrike

• Thrilled to Lead: Royston’s enthusiasm for leading the marketing team at a critical time for organizational collaboration.
• Future of Work: Emphasis on connected workflows to enhance business outcomes and collaboration.

Addressing Business Concerns

• Market Needs: 42% of business leaders are concerned about alignment and delivery of business outcomes.
• Wrike's Mission: To simplify sophisticated workflows, enabling teams to focus on impactful work.

Christine Royston’s extensive experience in B2B enterprise marketing positions her to drive Wrike’s global growth and customer engagement. Her leadership will be instrumental in navigating the company through its next phase, ensuring that Wrike continues to create an environment where impactful work is prioritized and collaboration barriers are broken down.

With the addition of a VP of Sales, General Counsel, and Germany Country Manager, adMarketplace leads in growth and expansion, challenging the status quo amid industry job cuts. 

adMarketplace, a leading search advertising company, has announced the addition of three key new hires to expand its capabilities and continue delivering incremental revenue to the world's largest advertisers. These strategic hires bring extensive experience from industry giants like Google, Walmart, and Yahoo, positioning adMarketplace for significant growth and innovation in the search advertising sector.

New Key Hires

• Dave Hollander, VP of Sales:
  • Background: Joins from Google where he led sales enablement strategy and operations across the U.S. and EMEA.
  • Experience: Over nine years at Google, managing multiple sales teams for enterprise performance clients.
• Michael Kraver, General Counsel:
  • Background: Previously managed a legal team at Walmart supporting emerging technology initiatives.
  • Role: Will oversee all legal aspects of adMarketplace’s operations.
• Reza Najib, Country Manager for Germany:
  • Background: Formerly at Yahoo, managing products across Search, Native, Display, and Video ad formats.
  • Role: First full-time hire in Germany, aiming to expand adMarketplace's presence in the European market.

Market Expansion and Innovation

• Transformation in Search Advertising: adMarketplace is capitalizing on the ongoing transformation of search on the open web.
• Strategic Goals: Enhancing offerings and market reach to meet growing demands for diversified and innovative search advertising solutions.

Leadership Endorsement

• Adam Epstein's Statement: Co-CEO and President of adMarketplace, Adam Epstein, expressed excitement about the new hires, emphasizing their role in driving global innovation and disruption in the search advertising space.
• Company Vision: With unmatched volume and value for advertisers and publishers, adMarketplace is poised to meet the evolving challenges of the market.

The addition of Dave Hollander, Michael Kraver, and Reza Najib to adMarketplace’s leadership team marks a significant milestone in the company's growth strategy. Their combined expertise from leading tech companies will drive adMarketplace’s mission to innovate and expand in the global search advertising market, ensuring continued value for advertisers and publishers.

OpenX advances its ongoing initiative to combine the benefits of linear plus the performance enhancements of CTV.

OpenX Technologies, Inc., a leading omnichannel supply-side platform, announced the international expansion of TV by OpenX to seven new markets: Australia, France, Germany, Italy, Japan, Spain, and the United Kingdom. Alongside this global expansion, OpenX is enhancing its US TV offering to deliver differentiated, data-driven curation to high-quality, biddable CTV.

Global Expansion

• New Markets: TV by OpenX now available in Australia, France, Germany, Italy, Japan, Spain, and the UK.
• Transparency and Quality: Exclusive broadcast-quality and direct inventory, excluding resellers, ad networks, and other non-premium sources.
• Buyer Benefits: Target viewers across CTV with direct, premium, and targetable inventory from global broadcasters and publishers.

Benefits of TV by OpenX

• Improved Transparency and Control: Direct-sourced inventory and log-level reporting provide complete visibility into impressions.
• Increased Monetization: Since its US launch, publishers have seen a 22% increase in monetized impressions, highlighting the demand for premium, biddable environments.

Enhancements in the US

• Focus on Data-Driven Curation: Combining future-proofed data-driven curation with high-quality, transparent CTV.
• Audience Targeting: Leverage OpenX’s supply-side graph to target audiences across direct CTV inventory.
• Data Partners: Access to 250+ data partners, including Captify, Samba TV, and TVision, for precise audience targeting via cross-platform identity graph.
• Political Advertising: Enable political advertisers to reach high-value audiences with ACR audiences from Samba TV.

Leadership Endorsements

• Matt Sattel's Statement: SVP of buyer development at OpenX, emphasizes the success and innovation brought by the global expansion and US enhancements.
• Doug Cuesta's Statement: Senior director at Captify, highlights the value of direct, transparent inventory and the unique ability to match IDs to CTV devices.

The international expansion and US enhancements of TV by OpenX mark a significant milestone in OpenX’s mission to deliver premium advertising experiences. By improving transparency, control, and data-driven targeting, OpenX continues to provide exceptional value to both buyers and publishers in the evolving CTV landscape.

Provides businesses with insight into whether their consent management tool is working properly

LOKKER, a leading provider of online data privacy and compliance solutions for enterprises, has unveiled Consent Verification, a new feature in their Privacy Edge Platform. This tool offers businesses a straightforward method to verify if their consent banners are correctly configured and functioning, a critical need as new state and federal privacy laws mandate consumer data consent management.

Importance of Consent Verification

• Research Findings: Over 90% of consent banners are improperly configured.
• Legal Requirements: New laws require consumers to opt in or opt out of data sharing with third parties and trackers.
• Consumer Trust: Ensuring consent banners work as intended is crucial for maintaining consumer trust and legal compliance.

Issues Identified by LOKKER's Research

• Premature Data Loading: On average, 33 cookies load before any interaction with the consent banner.
• Misconfigured Tags: Many websites load cookies and trackers incorrectly, even after users select "Reject All."
• Compliance Risks: These issues can result in privacy violations and potential legal repercussions.

How Consent Verification Works

• User State Analysis: Evaluates website behavior in three user states – accepting all, rejecting all, or no interaction.
• Detailed Reporting: Provides insights into:
  • Active cookies, trackers, and tags for each user state.
  • Their locations on the website.
  • Unauthorized loads in the "Reject All" state.
  • Hidden tags, pixels, and trackers not shown in the consent banner.
  • Piggybacking tags that appear without the website owner’s placement.

Benefits of Consent Verification

• Real-Time Adaptation: Keeps up with the near-daily changes in the ad tech ecosystem.
• Enhanced Control: Helps businesses identify and rectify issues before they escalate.
• Compliance Assurance: Ensures alignment with privacy laws like the Washington My Health, My Data Act, which requires opt-in data sharing.

Leadership Insights

• Ian Cohen's Statement: CEO of LOKKER emphasizes the necessity of advanced tools to prevent unauthorized data collection and maintain compliance.
• Operational Impact: Consent Verification provides a critical layer of defense against non-compliance, reducing the risk of financial and reputational damage.

LOKKER’s Consent Verification tool is a vital addition for businesses aiming to ensure their consent management systems are properly configured and compliant with evolving privacy laws. By offering detailed insights and real-time updates, it helps organizations protect consumer data, maintain legal compliance, and build trust with their users.

Adtricity® Now Delivers Net-Zero Emissions Across Viant’s Programmatic Supply Chain 

Viant Technology Inc. a leading advertising technology company, has announced a significant expansion of its flagship sustainability program, Adtricity. Central to this expansion is the innovative Supply Decarbonization Initiative, which ensures that all ad campaigns executed through Viant’s demand-side platform (DSP) are powered by 100% renewable energy. This initiative aims to make the entire programmatic supply chain carbon-neutral, including supply-side platform (SSP) and publisher emissions.

Supply Decarbonization Initiative

• Objective: Achieve a carbon-neutral digital advertising supply chain.
• Implementation: Ensures all ad campaigns on Viant’s DSP are powered by renewable energy.
• Scope: Extends to the entire programmatic supply chain, including SSP and publisher emissions.

Carbon Label Introduction

• Transparency for Consumers: Introduction of a “Carbon Label” – a green leaf icon on digital ads.
• Purpose: Indicates ads delivered through the purchase of renewable energy.
• Consumer Confidence: Reinforces Viant's commitment to sustainability and informs consumers about the environmental impact of their interactions.

Leadership and Commitment

• CEO's Statement: Tim Vanderhook, CEO and Co-Founder, emphasizes the initiative as a step towards a sustainable future in digital advertising.
• Industry Leadership: Viant is setting a precedent for carbon-neutral digital ad campaigns.

Endorsements and Support

• Industry Recognition: Rob Davis, President and CMO of Novus Media, acknowledges Viant’s leadership in carbon reduction.
• Collaborative Efforts: Viant’s initiatives are supported by clients and industry leaders.

Milestones in Viant’s Sustainability Journey

• Founding Member of U.S. Ad Net Zero: Established to drive industry-wide sustainability.
• Green-e® Certification: Ensures Adtricity’s renewable energy meets North American standards.
• Consumer Sustainability Study: Highlights the importance of sustainability in consumer choices.
• Carbon Emissions Calculator: Allows advertisers to estimate RECs earned through Adtricity.
• Supply Path Optimization: Reduces both costs and carbon emissions through Viant’s Direct Access program.
• Infrastructure Rebuild: Achieved a reduction of 526 metric tons of CO2 per year.
• Carbon Neutrality: Viant achieved company-wide carbon neutrality in 2023.
• Sustainability Report: Released its first sustainability report in February 2024.

Viant’s expansion of the Adtricity program with the Supply Decarbonization Initiative marks a significant step towards a sustainable future in digital advertising. By ensuring a carbon-neutral supply chain and introducing the Carbon Label, Viant demonstrates its commitment to transparency, sustainability, and innovation, setting a new standard for the industry.