Intersection's InterZ platform tailors immersive, interactive experiences for the digital-native Gen Z crowd— across New York, Los Angeles, Chicago, and other top U.S. cities.

Intersection, an experience-driven out-of-home media and technology company, has unveiled its latest offering, InterZ. Designed to captivate and engage Gen Z audiences, the InterZ network reimagines urban outdoor advertising by seamlessly integrating digital innovations with the vibrancy of city life. 

With a focus on cities that over-index for Gen Z population growth, InterZ provides opportunities for brands to engage with this digitally-native audience using unique technology and tailored content strategies. InterZ harnesses Gen Z’s values and digital habits by focusing on sustainability, public mobility, and social responsibility— all interwoven throughout the network. As part of its initial launch, the InterZ network will deliver both Gen Z focused original content, as well as creative opportunities for advertisers to engage Gen Z, and meet them where they are with messaging that resonates.

"InterZ represents a significant leap forward in our goal to authentically connect brands with unique audiences in urban spaces" said Esther Raphael, CMO of Intersection. "Gen Z tends to over-deliver for brands in the out-of-home space, with nearly half of them taking a digital action after seeing an ad. We know these actions, like website visits and app downloads, ultimately drive purchase decisions and brand awareness.”

For brands looking to make an impact with Gen Z, InterZ presents a clear call to action: embrace innovation and position your brand at the forefront of Gen Z's urban journey. Discover how InterZ can amplify your brand's connection with this key audience off the mobile screen and in real life.

Intersection’s media network extends across the top U.S. media markets – New York, Los Angeles, Chicago, Philadelphia, Boston, San Francisco, Atlanta, and Seattle – in addition to other major metro areas such as Austin, Charlotte, New Jersey, Minneapolis, Pittsburgh, Portland and more. Intersection’s network reaches millions daily through more than 400,000 digital and static assets nationwide.

By unifying licensor and licensee royalty processes through a common platform, FADEL® delivers insights that foster more streamlined and financially beneficial licensing partnerships

In a significant move for both companies within the Digital Out-Of-Home (DOOH) advertising sector, N-Compass TV, a leader in community-based digital signage, has partnered with iSite Media, a renowned force in sports arena digital advertising. This collaboration aims to reshape the advertising landscape for each company by combining N-Compass TV's extensive retail network with iSite Media's elite sports venue presence.

The partnership is set to create one of the largest integrated digital signage networks across the United States, offering advertisers unprecedented access to a growing network of over 5,500 indoor digital billboards. These strategically placed screens in high-traffic areas ensure optimal visibility and engagement, from bustling retail locations to iconic sports arenas.

Don Winfrey, CEO of N-Compass TV, expressed enthusiasm about the collaboration, stating, "This strategic alliance with iSite Media not only broadens our reach but also deepens our market penetration, offering unparalleled advertising opportunities for our clients."

Brian Lord, CEO of iSite Media, echoed this sentiment, adding, "Aligning with N-Compass TV for expanded advertising sales, a proven leader in the DOOH industry, enhances our offering and enables us to deliver even more dynamic and impactful advertising solutions."

The synergy between N-Compass TV's innovative technology and iSite Media's strategic venue partnerships marks a transformative step forward for advertisers seeking to captivate audiences nationwide with compelling, location-based digital content.

This joint venture leverages the rapid growth of indoor digital signage, fueled by advancements in technology and increasing internet accessibility. The collaboration is poised to set new standards in advertising effectiveness and audience engagement. This signifies a shared vision for the future of DOOH advertising, leveraging strengths to innovate and deliver advertising that resonates and engages on a national scale.

New offering enhances cross-platform signal validation to help solve for current industry needs surrounding inaccurate reach and frequency analysis.

Comcast Advertising, the advertising division of Comcast Cable, today announced the launch of its new Signal Authentication Service. 

This new industry solution aims to provide measurement companies and platforms with a reliable identity signal that can be used across multiple privacy-forward use cases – namely impression householding for accurate reach and frequency measurement, cross-device frequency optimization, and attribution measurement.

Utilizing Blockgraph technology, the new service allows partners to submit ad logs, web analytics or attribution data and receive back verification that the ad exposures or events were delivered to an authenticated residential household, ensuring accurate measurement.

In launching this new service, Comcast Advertising is offering a solution, at scale across millions of households, that delivers a level and standard of accuracy for linear and streaming TV measurement that has not yet been available in the market.

Currently, measurement and platform companies rely on IP addresses and other identifiers to link campaign events across platforms to measure and de-duplicate exposures for aggregated performance reporting. These reports, when based on probabilistic device graphs, are unreliable, as IP addresses rotate regularly.

According to a recent study, IP addresses rotate on average 1% per day, which over the life of a typical campaign, compounds over 15% and therefore can negatively impact reach and frequency reporting and cause significant errors when linking household ad exposures to household attribution events.

“The inaccuracy of today’s media reporting is greatly impacting advertisers’ ability to truly understand which parts of their media is actually providing value and the increasing amount of signal loss is further exacerbating this,” said Larry Allen, VP & GM, Data & Addressable Enablement, Comcast Advertising. “This new service will greatly improve the ability for our advertiser clients to confidently target and reach their audiences, and be able to measure campaign performance across linear and streaming.”

With unreliable impression counting and reach underreporting happening in programmatic advertising, the ability to accurately evaluate campaign performance and understand the effectiveness and value of media has been nearly unattainable for buyers. Comcast Advertising’s new service will allow advertisers to better understand on-target reach and frequency evaluation to determine how best to allocate budget to reach valuable audiences and drive real business results.

“Recent investigations suggest that current ID graphs are of varying quality, especially those that rely on IP addresses,” said Jon Watts, Managing Director, CIMM, a non-partisan coalition focused on cultivating improvements, best practices and innovations in measurement, metrics and data usage across the media and advertising ecosystem. “Household subscriptions are some of the most accurate signals we have and can play an invaluable role in helping the industry to reliably measure and attribute campaign performance, improving our understanding of the media value.”

“Dynata, in close partnership with Comcast Advertising’s Signal Authentication service, delivers a new level of precision to CTV campaigns,” said Becky Harris, Vice President of Measurement and Data Solutions, Dynata. “Our clients gain actionable insights from our brand lift surveys, tied directly to verified ad exposures. This data-driven approach empowers them to optimize their media investments and drive better results.”

Vibe.co, the "Google Ads of Streaming," announced today a successful Series A funding round of $22.5M USD led by venture firm Singular. They plan to leverage these funds to continue building a more efficient streaming TV advertising ecosystem and become the #1 CTV ad resource for SMBs.

The round, led by Singular, also comes with a reinvestment from Elaia Partners and the participation of Sequoia's Scout Fund, Motier and seasoned Ad Tech investors like Benjamin Antier, Cyril Vermeulen, Laurent Asscher, Very Group, and Alain Roubach.

"Vibe's growth confirms the SMB market's massive appetite for streaming advertising - especially as an alternative to classic AdTech duopolies with entrenched players. We believe that Vibe's unique product, positioning, and vision will make them a leader in this new ecosystem. We are excited to be alongside them," says Raffi Kamber, General Partner & Co Founder at Singular.

Vibe.co radically democratizes access to streaming TV advertising for SMBs with an easy-to-use ad platform mimicking the power and ease-of-use of Google or Meta, but for CTV and OTT.

The process is simple: in just a few clicks, advertisers select which app(s), channel(s), or live sports league(s) to advertise with, target specific audiences, optimize their spend based on performance metrics, upload their creative assets, and go live on TV in 5 minutes.

Because Vibe.co has unique relationships with premium streaming services and channels, bolstered by powerful automatic optimization capabilities, it consistently delivers over 2X ROAS for clients across the board - from major gaming studios, to large e-commerce companies, to small local brands.

Hot on the heels of an initial $7M Seed funding round in September 2022 and the launch of its self-serve ad platform, Vibe.co experienced the kind of hyper growth entrepreneurs dream of:

• 2,000+ US clients
• 8 figure revenue in 2023 (+850% growth YoY)
• Deals with most major TV Networks and Streaming Apps

Vibe.co leadership plans to leverage the fruits of their fundraising efforts to triple the size of their tech & machine learning department, build a large, seasoned sales team (the company achieved the aforementioned figures with very limited sales resources), and set up strategic publisher deals in the next few months. By the end of the year, the company's employee roster is set to grow from 40 employees to 110.

Thanks to its expanded workforce, Vibe.co will continue to develop best-in-class performance measurement solutions and proprietary targeting capabilities, double down on automated campaign optimization, and deliver a full set of features for publishers to better leverage their SMB demand.

"We are just getting started. Vibe is still a very small company compared to the untapped $60B market that US SMBs represent. SMBs are craving new, scalable, performance-focused ad channels and we have proven that our product-driven approach is the right one for this market, both on the supply and demand sides, as Connected TV Advertising fills a real need for diversification, transparency, and performance. We strongly believe that Vibe.co and SMBs will be the #1 revenue driver for TV networks, broadcasters, and streaming apps within the next 5 years. We are committed to build a just and fair ecosystem for them by delivering value in a transparent, unbiased, and efficient way. We've only laid down the first bricks for a new TV Advertising ecosystem," says Arthur Querou, CEO of Vibe.

Report highlights the important role that addressable TV advertising plays in the overall media mix, along with five best practices for planning and buying in this sector

Go Addressable and the Coalition for Innovative Media Measurement today unveiled the results of a new joint industry study on addressable television advertising usage and trends. 

One of the report’s key findings was this: Leveraging a portion of ad dollars for addressable TV advertising, in addition to linear TV, in the majority of cases, results in increased campaign reach.

The study, titled “A Guide to Best Practices in Planning and Buying Addressable Television Advertising,” highlights the vital role that addressable TV advertising, the ability to serve targeted ads to specific households or users, plays in delivering cost effective reach and frequency. For media owners, the medium can play a vital role in supporting TV’s share of marketing spend in today’s complex ad marketplace.

Go Addressable and CIMM tapped into their breadth of industry members and specially commissioned research and analysis to deliver this study. Go Addressable is a non-profit trade organization dedicated to raising awareness of and advancing the growth of addressable TV advertising using aggregated data with a commitment to protecting personal information. CIMM is a non-partisan coalition focused on cultivating improvements, best practices and innovations in measurement, metrics and data usage across the media and advertising ecosystem.

Incorporating addressable TV advertising into a brand’s media mix consistently garners about 40% reach, regardless of a marketer’s target audience penetration. For instance, low-penetration brands, which the report defines as under 20%, achieved target audience reach of between 37% and 45%, on average. High-penetration brands (those over 70%) saw a similar result, with an incremental target audience reach of between 37% and 44%, on average.

“The TV ad market is clearly changing, with viewing becoming far more widely distributed over a growing range of linear and non-linear services,” said Jon Watts, Managing Director, CIMM. “Addressable TV advertising has become an increasingly critical capability for the industry, helping advertisers to cost effectively build out the reach and frequency of their campaigns, including for larger target audience segments. Linear and addressable are better together.”

Janus Strategy & Insights and Sequent Partners, the two consulting firms commissioned to develop the study, interviewed 20 agency and publisher stakeholders for original commentary and insights. The two firms also conducted an in-depth analysis of 145 addressable TV ad campaigns, which measured the reach and frequency of both linear TV and addressable advertising.

The research revealed the below key findings:

• Addressable consistently delivers about 40% reach regardless of target audience penetration. Low penetration brands (defined as those with penetrations under 20%, achieved target audience reach between 37 and 45%, on average. High penetration brands (defined as those with penetrations over 70%), meanwhile, saw similar results, with target audience reach between 37 and 44%, on average. The key takeaway here is that addressable TV advertising can help build reach regardless of a brand’s target audience penetration.
• Addressable delivers incremental reach to both large and small linear campaigns: Addressable TV adds incremental reach when linear reach begins to plateau, making it more cost efficient. In fact, addressable TV is found to be between 20% and 30% more efficient in adding incremental reach than linear.
• eCPMs for addressable campaigns are more efficient: Even with higher target audience penetrations, addressable eCPMs (the effective cost per thousands of impressions) are more efficient than linear eCPMs when it comes to light linear TV viewing audiences.
• MVPD addressable TV is more precise than IP address matching and outperforms it: An analysis found that 95% of addressable households were matched via postal address compared to 60% via IP address. After 30 days, 82% of addressable homes remained accurately matched compared to 44% of connected television (CTV) homes.
• MVPD addressable TV is not just for older adults: While many buyers believe that CTV addressable is best used to target younger audiences and multichannel video programming distributor (MVPD) addressable is best used to target older audiences, the data show that CTV addressable and MVPD addressable play complementary roles in reaching adults 18-49.

The report also outlines five best practices for buying and planning addressable television advertising: 1) develop a detailed audience target profile; 2) benchmark the linear TV effect; 3) determine the reach, scale and eCPM for various addressable pools; 4) determine the point where the linear TV reach curve flattens out; and 5) leverage all data and simulate the reach of the combined linear and addressable TV schedules.

“This is a pivotal time to be in addressable TV advertising,” said Larry Allen, Board Chair, Go Addressable. “In today’s fragmented media landscape, the medium offers advertisers several key advantages for staying ahead of and anticipating shifting viewership habits, including targeted reach, ad relevancy and authenticated identity combined with the highest quality video ad inventory. We hope that these best practices and insight will help the industry continue to move the needle forth on innovation as well as elevate, protect and prioritize the viewer experience.”

Merger uniquely positions MRP to accelerate its position as a key challenger in the B2B demand generation and intent data space.

MRP, a leading global account intelligence provider, and CONTENTgine, a forefront provider of B2B technology buyer insights and lead generation, today announced that the companies have completed a merger, whereby CONTENTgine combines with MRP to become a top-tier provider in the B2B intent engagement signals and full-funnel demand generation services industry. This combination will establish MRP as an end-to-end provider that covers the entire B2B technology sales and marketing process. This includes demand generation across all stages of the buyer's journey, integrated multi-channel solutions, proprietary first-party down-funnel intent buying signals, and sales pipeline activations. 

Additionally, the new company will be a leading partner in down-funnel intent signals and targeting solutions:

• New audience reach to: 270m+ contacts across 25m+ global companies that will provide customer campaigns with increased scale.
• Combination of 1^st-party data signals, including roof-top mobile data, tracking across 650+ product intent categories, engagement from more than 100 branded newsletters, and 500k+ monthly B2B asset downloads to improve customer campaign targeting and return on investment.

The organic, permission-based audience is driven by the use of AI and machine learning by matching suitably targeted content with contacts, ensuring industry-leading engagement levels. “The addition of CONTENTgine’s solutions and first-party data will accelerate MRP’s strategic roadmap by allowing it to continue to innovate market-leading products, offer customers end-to-end solutions, grow profitability, and expand its 1^st-party signal universe, driving measurable outcomes at all phases of the buyer journey,” said Christopher Rack, Chief Executive Officer of MRP. “Currently, too much of the intent space is focused on identifying companies with ‘intent to learn,’ while this combination allows revenue teams to identify true ‘intent to purchase’ activity that will power highly targeted campaigns resulting in more revenue and value for our customers.”

Gurdeep Chimni, Co-founder of CONTENTgine, added, “Our combined intent signal technologies and delivery infrastructures will empower us to accelerate the development of novel down-funnel buying signal data products that, in turn, power a new class of demand creation and targeting solutions.”

The Strategic Advantages:

• Increased Intent Signal Scale and Diversification: Combining MRP’s first-party intent data, which includes confirmed project details, review and case study interactions, and contextual website engagement, with CONTENTgine’s exclusive first-party content engagement signals, will introduce a unique targeting engine to the market. This engine will gather millions of B2B audience interactions to generate detailed signals at the location level for optimal and timely campaign targeting.
• Comprehensive Global Audience Reach: MRP and CONTENTgine’s combined global audiences now provide greater scale across North America, LATAM, EMEA, and APAC markets with a combined reach of 270m+ contacts across 25m+ companies.
• Product Expansion to Support All Phases of Go-To-Market for B2B Revenue Teams: The product suite covers revenue teams with digital and offline capabilities at all phases of the B2B buyer journey and is suitable for sales and marketing revenue initiatives.
• Expanded Global Team Footprint Providing Campaign Localization: The combined employee footprint will span five continents and cover 15 languages across North America, South America, Europe, Asia, and Australia. This expansion will speed up entrance into key markets, enhance localized campaigns, and boost customer campaigns' efficiency, accuracy, and return on investment.

“Today, we are creating a leading provider of B2B buying signal data and targeting solutions that will drive real business results for our global customers.” Added Mr. Chimni, “The application of generative AI to the consumption of content within the perpetual engine by our audience allows us to identify and articulate the needs of the buyer and deliver personalized demand solutions to our customers."

Lumen Technologies has named Ryan Asdourian as its new Executive Vice President and Chief Marketing Officer. In this role, Asdourian will oversee Brand and Product Marketing, and Corporate Communications. He will report to Lumen President and CEO Kate Johnson starting next week and serve as a member of the executive team. 

Asdourian joins Lumen from Microsoft where, during 20 years with the company, he held product and marketing leadership roles with increasing responsibilities. He most recently led the company's Security business group, with responsibility for P&L, Sales Enablement, and Marketing across North and South America. Prior to that, Asdourian led Business Development and Marketing for the Microsoft Surface business group in the United States, and the Windows and Devices business group in the United Kingdom. Before that, he served as Technical Advisor to CEO Satya Nadella. 

"Ryan is a proven leader who has demonstrated a remarkable ability to link product capabilities with customer needs and market those products in disruptive ways," said Johnson. "He is uniquely suited to shape our brand and how we go to market to accelerate our return to growth." 

"Lumen is changing itself, changing the industry, and changing how customers connect to the world and succeed," said Asdourian. "This creates tremendous opportunities to shape our brand in all three of these dimensions, and I'm looking forward to showing customers what Lumen can do today and in the future."