MidOcean Partners, a leading New York-based alternative asset manager, has announced its acquisition of GSTV, a national video network that engages and entertains targeted audiences at fuel retailers across the U.S. This acquisition marks a strategic move to expand MidOcean’s portfolio in the fast-growing sectors of digital video, retail media, and digital out-of-home advertising.

GSTV:

1. National Reach:

   • GSTV engages over 115 million monthly viewers at more than 29,000 fuel and convenience retail locations.

   • The network delivers targeted video advertising, leveraging advanced data and analytics to connect brands with high-intent consumers.

2. Advertising Strategy:

   • GSTV’s platform offers contextually relevant, full-sound video advertising, influencing consumer decisions at a key moment during the purchase journey.

   • By combining retail media with digital video and digital out-of-home (DOOH), GSTV drives immediate consumer action while building brand equity.

Strategic Value of the Acquisition:

1. Growth in Digital Video and Retail Media:

   • GSTV operates at the intersection of three fast-growing sectors: retail media, digital video, and DOOH, positioning the company for continued growth.

   • The shift away from traditional linear advertising to performance-driven media creates significant opportunities for GSTV’s model.

2. MidOcean’s Investment Focus:

   • MidOcean sees GSTV as a leader in the digital video and retail media spaces, where brands seek effective, measurable ways to engage consumers near the point of purchase.

   • With a national footprint and advanced targeting capabilities, GSTV is well-positioned to benefit from these trends.

Partnership and Future Growth:

1. Leadership Strength:

   • Jim Wilson and Eric Kozic, MidOcean’s executive advisors with expertise in digital media and marketing, helped shape the investment strategy.

   • Jim Wilson will join as Chairman of GSTV’s Board to further guide the company’s strategic direction.

2. Expansion Plans:

   • GSTV aims to expand its national presence, enhance its retail and programmatic capabilities, and continue delivering measurable results for its brand partners.

   • CEO Sean McCaffrey looks forward to partnering with MidOcean to accelerate GSTV’s growth trajectory in the evolving advertising landscape.

The acquisition of GSTV by MidOcean Partners offers a unique opportunity to capitalize on the expanding retail media and digital advertising sectors. By combining GSTV’s national reach with MidOcean’s strategic expertise, this partnership is set to drive the next phase of growth in digital video and performance-based media.

Bombora, a leading B2B data provider, has been honored with the prestigious Dick Reed Award for Channel Advancements & Innovation. This award, presented alongside Simpli.fi, recognizes the groundbreaking work of both companies in creating a first-to-market contextual targeting solution that is reshaping B2B marketing strategies.

The Dick Reed Award:

1. Purpose of the Award:

   • The Dick Reed Awards celebrate trailblazers in the B2B marketing industry who demonstrate exceptional innovation, forward-thinking strategies, and impactful solutions.

   • Award recipients are chosen for their ability to push the boundaries of B2B marketing and establish new standards in the industry.

2. Bombora’s Contribution:

   • Bombora's integration with Simpli.fi to create a cutting-edge contextual targeting solution has earned the company recognition for revolutionizing how B2B marketers reach and engage with audiences.

Bombora and Simpli.fi's Contextual Targeting Solution:

1. Company Surge® Intent Data:

   • Bombora’s patented Company Surge® Intent data powers this solution, providing real-time insights into companies showing intent to purchase specific products or services.

   • This data allows B2B marketers to identify potential buyers before they even enter the market, offering a strategic advantage in audience targeting.

2. Simpli.fi’s Native Targeting Platform:

   • Simpli.fi’s granular native targeting platform complements Bombora’s data, enabling B2B marketers to target audiences based on highly relevant topics, including advanced subjects like machine learning, artificial intelligence, and cryptocurrency.

   • This powerful combination ensures that ads are served to the right audience, at the right time, across the right channels, with the scale necessary for large campaigns.

3. Audience Segments:

   • The solution gives access to more than 70 topic-oriented audience segments, allowing for precise and effective ad placement in a variety of B2B industries.

Implications for B2B Marketers:

1. Enhanced Engagement:

   • By leveraging Bombora's data and Simpli.fi’s targeting capabilities, B2B marketers can increase the relevance of their campaigns, engaging prospects at moments of high intent.

   • The solution enhances the precision and effectiveness of digital advertising, driving better results for brands and agencies.

2. Unlocking New Opportunities:

   • This collaboration showcases how data-driven insights can unlock new marketing opportunities, allowing businesses to connect with potential customers more efficiently and effectively than ever before.

Bombora’s receipt of the Dick Reed Award highlights the company’s ongoing commitment to advancing B2B marketing through innovative solutions. By partnering with Simpli.fi, Bombora continues to push the boundaries of what’s possible in digital marketing, providing advertisers with the tools to engage with the right audiences at the right time.

Biddeo.io, an innovative AI-driven video ad tech startup, has announced the appointment of Sheldon Owen as its US Managing Director. With over 20 years of experience in digital marketing, including key roles at Dentsu, Owen is set to lead the company’s expansion in the US digital video advertising market, valued at $100 billion. His leadership comes at a time when brands are increasingly demanding AI solutions that combine precision targeting with robust brand safety.

Why Biddeo.io’s AI Technology is a Game-Changer:

1. Brand Safety and Programmatic Campaigns:

   • The demand for brand-safe digital advertising is growing, with brands requiring assurance that their ads will appear in appropriate contexts. Biddeo.io addresses this challenge with its proprietary LAIA AI technology.

   • LAIA (Language-Audio-Image Analysis) combines Natural Language Processing (NLP) and video content recognition to analyze videos in real-time, ensuring ads avoid unsafe placements while aligning with brand values.

2. Cost Efficiency with Premium Inventory:

   • Biddeo.io leverages AI-powered technology to acquire premium video inventory at a significant cost advantage, offering inventory on major platforms like YouTube, TikTok, and connected TV at up to 80% below market rates.

   • This ensures that brands can access high-quality ad placements without sacrificing cost efficiency.

The Growing Demand for AI Solutions:

1. Rising AI-Powered Video Ad Spending:

   • As AI-powered video ad spending is projected to grow by 25% annually, Biddeo.io’s innovative approach is positioned to capitalize on this growth.

   • The platform’s use of machine learning and advanced algorithms to enhance video ad targeting while ensuring brand safety sets a new industry standard for AI in advertising.

2. Sheldon Owen’s Expertise:

   • With a successful track record at Dentsu, where he led performance video strategy for Fortune 500 clients, Owen brings a wealth of experience in optimizing AI-driven campaigns for brand performance.

   • His leadership in performance media and expertise in driving ROI through AI solutions makes him the ideal candidate to lead Biddeo.io’s expansion in the US market.

Sheldon Owen’s Impact on Biddeo.io’s Growth:

1. Experience and Leadership in Ad Tech:

   • Owen’s deep expertise in ad tech and performance advertising will be crucial in scaling Biddeo.io’s presence in the competitive US market.

   • His history of driving measurable brand and performance lift through AI-driven optimization will help position Biddeo.io as a leader in the AI-powered video ad space.

2. AI and Creative Strategy in Regulated Sectors:

   • Owen’s specialization in bridging machine learning and AI with creative strategies, particularly in regulated sectors like finance, healthcare, and alcohol, will play a key role in tailoring Biddeo.io’s offerings to meet the needs of diverse industries.

Biddeo.io’s appointment of Sheldon Owen as US Managing Director highlights the company’s commitment to revolutionizing the digital video advertising space with cutting-edge AI technology. As the demand for brand-safe, cost-effective, and high-performance advertising solutions grows, Owen’s leadership will be instrumental in driving Biddeo.io’s success in the highly competitive US market.

As businesses continue to allocate a significant portion of their budgets to digital advertising, understanding and accurately measuring Return on Investment (ROI) has become crucial. In a landscape flooded with data and performance metrics, ROI serves as the ultimate benchmark to evaluate how effectively marketing efforts convert investments into revenue.

What is ROI in Digital Marketing? ROI in digital marketing is a ratio that compares net profit with the cost of the marketing investment. It provides a quantitative measure of how well a campaign converts investment into revenue, guiding businesses in their marketing decision-making process. For companies in competitive sectors, ROI is not only a tool to assess past campaigns but also to shape future strategies and budget allocations.

Basic ROI Formula: ROI = (Net Profit from Campaign – Cost of Campaign) / Cost of Campaign x 100

While the formula is simple, accurately calculating ROI requires careful tracking, data integration, and a clear understanding of attribution models.

Challenges in Measuring ROI:

1. Data Integration and Attribution:

   • Assigning accurate values to both costs and returns is challenging. In digital marketing, especially with multi-channel campaigns, traditional models may fail to capture the true customer journey.

   • Multi-touch attribution models and advanced analytics platforms are essential to distribute credit across the various touchpoints in a customer’s journey.

2. Tracking Across Multiple Digital Channels:

   • Different digital platforms offer different performance metrics, making it crucial for businesses to tailor their approach to each platform. For example, PPC campaigns provide metrics like cost-per-click, while social media ads emphasize engagement and clicks.

   • Accurate ROI measurement requires a deep understanding of how each metric correlates with revenue.

3. Data Fragmentation:

   • Businesses often struggle with fragmented data across various platforms, making it difficult to create a unified view of campaign performance. This fragmentation can reduce the accuracy of ROI calculations.

Best Practices for Effective ROI Assessment:

1. Setting Clear Goals and KPIs:

   • Defining success before a campaign begins is critical. Without clear goals, ROI measurement becomes speculative. Establishing Key Performance Indicators (KPIs) that align with business objectives provides a foundation for accurate ROI calculation.

2. Benchmarking Performance:

   • To truly understand ROI, it’s essential to compare current campaign performance against historical data or industry standards. Benchmarking helps marketers assess relative efficiency and uncover opportunities for optimization.

3. Understanding the Funnel Stages:

   • ROI should be assessed at different stages of the funnel—top, middle, and bottom. This helps allocate resources to areas with the highest potential return. For instance, top-of-funnel campaigns may focus on awareness, while bottom-of-funnel campaigns aim for conversions.

Optimizing Low ROI Campaigns:

• When ROI is low, it may indicate issues such as misaligned targeting, ineffective creative strategies, or conversion breakdowns. Collaborating with content teams, media buyers, developers, and analysts to isolate and refine each campaign element can improve ROI without discarding effective components.

Short-Term vs. Long-Term ROI:

• Not all campaigns are designed to generate immediate sales. Some focus on brand visibility, audience engagement, or list building, which may not result in immediate revenue but contribute to long-term profitability.

• Long-term ROI requires projecting future value, and businesses need to factor this into their measurement models.

Additional Metrics Beyond ROI:

• While ROI is essential, it should be viewed in the context of other performance indicators such as customer engagement, retention, satisfaction, and market share. These metrics help create a more complete picture of the overall impact of digital marketing efforts.

The Role of Transparency in ROI:

• Transparency in evaluating digital campaigns is key to success. Brett Thomas from Jambalaya Marketing notes that "ROI isn’t just a financial metric—it’s a reflection of strategic alignment." Understanding and acting on performance data enables marketing teams to make precise, data-driven decisions.

In today’s data-driven environment, accurately measuring ROI is no longer optional—it’s vital for crafting adaptable, resilient marketing strategies. A deep understanding of ROI allows businesses to refine their marketing efforts, optimize their budgets, and make informed decisions that drive better financial outcomes.

ReverseLogix, a leading provider of end-to-end returns management systems, has launched a new podcast series called The ReverseLogix Podcast: Inside the World of Returns Management. The podcast is aimed at helping supply chain professionals navigate the growing complexities of product returns and reverse logistics. Hosted by ReverseLogix experts, the series dives into best practices, innovative technologies, and trends that are shaping the future of returns management.

What to Expect from the Podcast: Each episode of The ReverseLogix Podcast features candid conversations with industry leaders, offering practical solutions to common challenges faced by supply chain and logistics professionals. The goal is to provide valuable insights that help organizations optimize their returns processes, improve efficiency, and enhance customer satisfaction.

Topics Covered Include:

• Best practices for managing product returns

• Emerging technologies in reverse logistics

• Strategies for fraud prevention in returns

• Trends shaping the future of returns management

Why This Podcast Matters: For over a decade, ReverseLogix has been committed to helping businesses overcome the toughest challenges in returns management. With the launch of this podcast, they aim to expand their mission by providing a go-to resource for supply chain professionals looking to stay ahead of the curve in reverse logistics.

Gaurav Saran, Founder & CEO of ReverseLogix, emphasized, “With this podcast, we're creating an ongoing resource to help organizations optimize their returns processes and tackle the challenges posed by the increasingly complex world of reverse logistics.”

Premiere Episode: The premiere episode, titled "The Big Business of Fraudulent Product Returns," features Laurie Weston, General Manager of eCommerce at Purolator. This episode explores the issue of fraudulent returns, a growing concern for businesses in the eCommerce and logistics space. The episode is now available on all major podcast platforms.

As reverse logistics becomes an increasingly important aspect of supply chain management, The ReverseLogix Podcast offers valuable insights for professionals looking to stay informed and improve their returns management strategies.

Criteo S.A., the commerce media company, has launched its innovative Onsite Video solution for retail media, now available for general use. This new offering integrates shoppable video ad formats directly into the digital storefronts of Criteo’s retail partners, such as Albertsons®, Costco, Walmart Mexico, and more. Onsite Video allows brands to connect storytelling with sales at the point of purchase, driving both conversions and brand affinity.

What the Onsite Video Solution Offers: Onsite Video is a key addition to Criteo’s full-funnel onsite advertising suite, which includes Video, Display, and Sponsored Product ad formats. The solution is designed to drive performance across the entire shopping journey, enhancing Criteo’s platform as the go-to tool for performance-driven commerce media.

Features:

• Shoppable Video Ads: Seamlessly integrated into the digital storefronts of retailer partners.

• Full-Funnel Integration: Combines Video, Display, and Sponsored Product ads to drive conversions from awareness to purchase.

• Retailer Revenue Growth: Onsite Video enables retailers to unlock premium CPMs and boost their margins.

Why It Matters: Stephen Howard-Sarin, Managing Director of Retail Media, Americas at Criteo, commented on the importance of video in retail media: "Video has always been a powerful storytelling tool but rarely a direct driver of commerce – until now." Onsite Video is poised to bridge this gap by driving both brand awareness and purchase decisions.

Retailer and Advertiser Impact:

• High Gross Margins for Retailers: Onsite retail media can generate up to 70% in gross margins, creating valuable revenue streams for retailers.

• Impact on Shopper Engagement: For advertisers, Onsite Video engages high-intent shoppers at critical decision-making moments, amplifying conversion rates.

Early Success and Test Results: Albertsons Media Collective®, one of the beta partners, conducted a test campaign that showed significant results. When paired with Sponsored Products ads, Onsite Video led to a 280% increase in click-through rates and a 460% lift in sales, demonstrating its effectiveness in influencing purchase behavior and driving measurable results.

Retailers and Agencies Sharing Their Insights:

• Liz Roche, VP of Media and Measurement at Albertsons Media Collective®, stated: “Expanding our collaboration with Criteo to include Onsite Video enhances our ability to deliver a shopper-centric retail media offering with high-impact ad experiences that drive measurable results.”

• Bernie Che, Senior Director, Retail Acceleration at Flywheel, emphasized the value of activating and measuring Onsite Video alongside other ad formats, stating it allows for more efficient full-funnel campaign optimization.

Criteo’s Onsite Video solution is a game changer for brands and retailers looking to leverage digital media to engage shoppers at key decision-making moments. By integrating video into the shopping experience, Criteo is redefining the future of retail media with a solution that drives both engagement and conversions.

Radio Ad Repeat has officially launched its innovative Rehost & Repeat™ platform, which brings new life to traditional radio ads. This subscription service allows radio spots to be turned into on-demand, trackable digital assets that continue to engage listeners long after the spot airs. The platform aims to address the limitations of radio advertising, offering stations, advertisers, and podcasters the ability to enhance their reach and measure the effectiveness of their ads in real-time.

What the Rehost & Repeat™ Platform Offers:

• Digital Replay for Radio Ads: Transforms radio ads into searchable, shareable digital assets available 24/7.

• Trackable Reach: Provides detailed performance data, allowing advertisers to measure ROI and monitor conversions.

• No New Creative Required: Users can upload existing radio spots without needing new contracts or technical expertise.

• Expanded Revenue Opportunities: Radio stations and podcasters can monetize content further by offering ads as digital assets.

Why It Matters: Despite radio’s continued popularity, especially among commuters, the traditional format’s fleeting nature has been a challenge for advertisers looking for sustained engagement and measurable results. According to Paul King, the founder of Radio Ad Repeat, "Advertisers love radio—but they're frustrated when their message fades the moment it airs." The Rehost & Repeat™ platform addresses this by ensuring that radio ads continue to work for advertisers even after the on-air broadcast ends.

Timely Solution for SMEs: The platform’s launch comes at a crucial time when small and medium-sized enterprises (SMEs) are seeking to prove ROI in a digital-first world. Radio Ad Repeat’s solution bridges the gap between traditional radio’s reach and the demand for digital accountability.

Platform Features:

• Simple to Use: No new creative required—just upload your existing radio spot.

• Digital Accessibility: Ads become available anytime, anywhere, making them shareable across mobile and online platforms.

• Increased Engagement: Meet audiences where they are—online, mobile, and eager to engage with on-demand content.

Industry Impact: The platform taps into the continued dominance of radio, especially among the younger demographics. A surprising 90% of U.S. 18 to 34-year-olds still listen to radio weekly, making it a valuable medium for advertisers looking to capture attention. By digitizing traditional radio ads, Radio Ad Repeat ensures they continue to provide value long after they air.

Founder’s Vision: Paul King, a media veteran with over 20 years of experience, created Radio Ad Repeat to modernize radio advertising. As King explains, “Our platform makes radio feel modern again, meeting audiences where they are—online, mobile, and ready to engage.” By turning radio ads into durable digital assets, Rehost & Repeat™ offers stations, podcasters, and advertisers a competitive edge in the evolving media landscape.

Radio Ad Repeat’s Rehost & Repeat™ platform offers an innovative way for radio ads to thrive in the digital age. By transforming one-time radio spots into digital, on-demand assets, the platform helps broadcasters and advertisers extend their reach, improve ROI, and stay competitive in an increasingly digital world.

Magnite, the largest independent sell-side advertising company, has launched the next-generation version of its SpringServe video platform, a solution tailored for the growing needs of CTV and OTT advertising. This unified platform combines the award-winning SpringServe ad server with Magnite’s Streaming SSP, offering powerful tools for programmatic buying and smarter yield optimization for media owners. Early clients, including Disney, LG Ad Solutions, Paramount, Roku, and Warner Bros. Discovery, are already leveraging the platform to drive performance and efficiency in their advertising strategies.

Features of the SpringServe Video Platform:

1. Unified Programmatic Solution: Combines ad serving with programmatic capabilities for seamless integration.

2. Enhanced Monetization: Media owners gain tools for smarter yield optimization and improved ad placements.

3. Increased Transparency and Control: Buyers receive greater insight into ad placements, leading to more predictable and effective campaigns.

4. Dynamic Mediation: Intelligent ad decisioning and automated routing direct ad traffic to the highest-performing channels.

5. Centralized Deal Management: Simplifies the management of both programmatic and direct deals, including ClearLine deals.

6. Data Integration: Integration of Magnite Access allows easy access to first- and third-party data.

7. Improved Reporting: A streamlined user interface and robust reporting tools for ad operations.

What the Platform Means for Advertisers and Media Owners:

• Advertiser Benefits: The platform enables better targeting, curation, and optimization of campaigns, helping advertisers make smarter decisions and achieve better outcomes.

• Media Owner Advantages: By unifying ad decisioning and providing powerful optimization tools, SpringServe enhances monetization and simplifies ad operations for media owners, making it easier to manage and scale CTV/OTT ad inventory.

Client Testimonials:

• Disney: “We’re unlocking more premium inventory and providing advertisers easy access to our portfolio at scale.”

• LG Ad Solutions: “SpringServe lets us balance programmatic demand and direct deals more effectively, optimizing the viewer experience.”

• Roku: “SpringServe connects us with DSPs more directly, driving greater revenue potential and attracting more advertising investment.”

• Warner Bros. Discovery: “We’re excited to benefit from the performance enhancements that enable faster ad loads and real-time pacing.”

Industry Impact: The SpringServe video platform is poised to transform the CTV/OTT advertising landscape, offering media owners a unified solution that simplifies workflows, optimizes yield, and enhances revenue opportunities. Advertisers benefit from more control over their strategies and the ability to make faster, data-driven decisions.

With its next-generation SpringServe platform, Magnite is setting a new standard for CTV/OTT advertising. By combining programmatic buying with intelligent ad decisioning and dynamic mediation, the platform offers both media owners and advertisers the tools they need to thrive in the competitive streaming ecosystem.