Recognized in the 2023 Effective Mobile Marketing Awards, CampaignTech Awards, and by the Association of Marketing and Communication Professionals

Simpli.fi, the Advertising Success Platform providing programmatic advertising and workflow software to agencies, brands, and media companies, today announced several award recognitions. The company was shortlisted for the 2023 Effective Mobile Marketing Awards (EMMAs) in the "Most Effective Location Campaign" and "Most Effective Use of Data" categories, named a finalist for the CampaignTech award in the "Digital Advertising/Campaign Tech" category, and received the Association of Marketing and Communication Professionals (AMCP)'s MarCom award.

In the "Most Effective Location Campaign" category of the EMMA, Simpli.fi was recognized for its work with one of the largest HVAC distribution companies in the U.S., which sought to boost brand awareness and maximize foot traffic among a niche audience. In partnership with Simpli.fi, the company deployed a programmatic strategy that resulted in exceeding its click-through rate (CTR) goal and generating hundreds of in-store and digital conversions. In the "Most Effective Use of Data" category, Simpli.fi was recognized for its collaboration with the Saint Lucia Tourism Authority, which exceeded its goal of increasing web traffic after a three-month campaign.

The CampaignTech award recognized Simpli.fi's unique and best-in-class political offering, superior customer service, and world-class reporting, which helped advertisers reach more targeted audiences in more meaningful places and at more relevant times. Simpli.fi enhanced its capabilities to deliver more tailored political ads at a critical moment for political advertising. Simpli.fi's solutions help advertisers match with better targets (the company has a 90%+ match rate compared to the industry average of 40-60%) more quickly and efficiently across media. The company's offerings extend across a variety of formats, from linear TV to mobile, audio, and more. Additionally, its new ZTV offering helps brands target audiences across the rapidly growing connected TV space. This allows advertisers to identify and target narrow audiences, then use metrics to optimize their campaigns further, and has been highly utilized across political advertising campaigns.

Honoring excellence in marketing and communication, Simpli.fi also received the AMCP award for the unveiling of its new brand identity in April 2023. With this transformation, Simpli.fi expanded beyond a DSP+ solution provider into an Advertising Success Platform, enhancing its commitment to brands and agencies to maximize relevance in what they do, in the connections they make, and in the results they deliver. This new branding also better reflects Simpli.fi's broader offerings – from a tactical point solution provider to a holistic and strategic platform.

"Simpli.fi strives to provide the best return on investment for its customers and partners, and these awards showcase the effectiveness of our solutions and tools," said Jeaneen Andrews-Feldman, Chief Marketing Officer at Simpli.fi. "We are honored to be recognized by multiple organizations in the advertising and marketing industry, as these awards highlight our efforts in 2023 to grow and enhance our capabilities to help clients maximize relevance, build better connections, and more effectively serve agencies, brands, and channel partners. In this past year, we announced a major acquisition, experienced a brand transformation, and rolled out key products that advanced our trajectory beyond a DSP to an Advertising Success Platform that better supports and ensures its customer's success." 

Major leap in the integration of TransUnion and Neustar marketing capabilities allows company to deliver more accurate identity resolution and demographic enrichment

TransUnion announced today the enhancement of its TruAudience® marketing solutions line with the newly improved TransUnion identity graph that delivers more accurate identity resolution and robust demographic enrichment. This marks a significant step forward in the integration of the Neustar and TransUnion marketing businesses, as clients using products across our portfolio benefit.

TransUnion’s identity graph serves as the single backbone for an interoperable suite of identity-driven marketing products. TransUnion’s unique approach to graph building incorporates advanced artificial intelligence (AI) to cluster identifiers into individuals and households and then score the strength of those identities. This methodology helps drive greater scale and more accuracy from the combined data assets of TransUnion and Neustar, leading to superior recommendations.

The outcome is a substantial enhancement in consumer data depth, breadth, and accuracy across offline and online customer journeys. Customers may see more than a 25% increase in marketable phone numbers and a 54% increase in targetable IP addresses because of the enhancement.

“As the leading Spanish-language media company, our identity solution needs to balance the scale of our audiences with a precise view into how they can be engaged. TransUnion’s enhanced graph and identity resolution process optimizes for both scale and accuracy, allowing us to achieve superior, effective reach with TelevisaUnivision Household Graph,” said Seema Patel, Senior Vice President of Data Enterprise at TelevisaUnivision. “We’re excited to build the future of addressability with our key customers and partners, enabled by TransUnion.”

Improved demographic data completes the holistic view of the consumer delivered by the TransUnion identity graph. To demonstrate the strength of this data, TransUnion recently joined The Truthset Data Collective, a collaborative group consisting of more than 20 leading data providers. TransUnion received top ranks for accuracy in linking hashed email addresses to physical addresses, and across 11 crucial demographic and small business categories. Hundreds of new attributes ranging from life events to home ownership, interests, and consumer & auto finance are now available.

The suite of TruAudience marketing solutions leveraging the TransUnion identity graph include:

• Identity Resolution: Allows clients to deduplicate and unify customer records by resolving identities across channels and devices to a single individual or household.
• Identity Appends: Expands reach and improves connectivity by updating and integrating new, valid customer contact information for deeper engagement opportunities.
• Attribute Appends: Enriches consumer insights with expansive demographic data to enhance audience insights and segmentation, while enabling precise targeting across marketing channels.
• Graph Extracts: Efficiently builds and maintains a first-party identity graph to power diverse applications from media monetization to identifying and reaching new prospects based on specific data attributes and consumer insights.
• ID Translation: Improve interoperability with partners by translating IDs for addressable activation and measurement.

Marketers can also access TransUnion identity solutions through a Snowflake Native App. This allows customers to better protect and govern consumer data assets by leveraging identity resolution in the cloud and enhancing their collaborations with partners.

“TransUnion has innovated with Snowflake to reduce concerns around security, privacy, and governance for customers on Snowflake,” said Bill Stratton, Global Head, Media, Entertainment & Advertising at Snowflake. “Together we look forward to unlocking privacy-first consumer insights and a new paradigm of interoperability with partners through the Snowflake Media Data Cloud and Data Clean Room technology combined with TransUnion’s identity graph.”

Identity Graph Metrics Demonstrate Impact of Integration

Key performance indicators for the TransUnion identity graph show the impact of the enhancement on scale. Meanwhile, TransUnion remains focused on achieving high levels of accuracy and providing transparency to customers through the exposure of linkage scores. The verification of the graph by both Truthset, and its use in high reliance use cases where accuracy is critical, like marketing measurement, fraud and compliance, reinforce its performance in accuracy.

The enhancement of TransUnion’s identity graph has resulted in significant coverage improvements, including:

• Data now represents 98% of the U.S. adult population, including more than 125 million households and 250 million adults with a persistency rate of 99.5%.
• Active, appendable phone numbers and emails surged by 25% and 22%, respectively; total phones used for matching now reach 1.9 billion, incorporating 1 billion mobile devices as the core of the identity graph, paired with over 1.6 billion U.S. email addresses ranked for quality and deliverability.
• IP addresses linked to households increased by 54%, totaling 111 million IPs associated with U.S. households, as well as more than 1 billion device IDs.
• Demographic attributes increased to 700+ with a vast repository of 15,000 consumer propensities and behaviors.

“Enhancements to our identity graph ensure businesses can navigate a privacy-first marketing environment. TransUnion does this by unifying online and offline consumer data through a four-stage AI process, including data sourcing, matching, linking data clusters and scoring identities,” said Michael Schoen, EVP and head of TruAudience marketing solutions at TransUnion. “This approach ultimately ensures more scalability and precision.”

TransUnion’s marketing solutions business, TruAudience®, transforms marketing and media effectiveness with an integrated set of identity resolution and enrichment, consumer insights, audience activation, marketing mix modeling, and attribution solutions for brands, agencies, publishers, and technology providers.

Report Shines Bright Light on the $84 Billion Ad Marketplace, With Guidance for Marketers On How To Take Back Their Campaigns

The Video Advertising Bureau (VAB) today released Hidden Costs: Three Critical Business Ramifications of Digital Ad Fraud. The report examines the financial, brand reputational and legal ramifications associated with fraudulent digital video campaigns—exploring those issues through tangible examples and offering five demands advertisers can make of their media partners to gain greater transparency into their campaigns.

"Many marketers are aware of the financial risks of digital ad fraud. However, the conditions around that fraud—such as data breaches and adjacencies to objectionable content—also put marketers and their brands in legal and reputational peril," said Sean Cunningham, President & CEO, VAB. "This is all in stark contrast to the high standards of accountability, transparency and brand safety which have always defined the premium video landscape. In 2024, VAB is committed to ending that double standard, and we will continue the fight for a fair and transparent marketplace."

With case studies included, the report elaborates on:

• Financial Risk: In 2023, the estimated global cost of digital ad fraud was $84 billion, and that figure is projected to more than double over the next five years (Source: Juniper Research).
  
  
• Brand Reputational & Corporate Risk: A lack of campaign buy transparency can mean that video ads may play in unsuitable or objectionable environments which can devalue brands.
  
  
• Legal Risk: Data leaks and breaches can break consumer trust and cost companies in fines from government entities.

Further, VAB calculated that the North American cost of digital ad fraud is roughly equivalent to the total national and local cable TV ad spend in the US.

The report also closely examines Adalytics' three studies, all released in 2023, which delve into these issues.

Agency Partner Program empowers HubSpot solutions partners to provide an enhanced client experience and generate more revenue

Typeform, the intuitive form-builder and conversational data collection platform, today announced the launch of its Agency Partner Program, offering a range of benefits for HubSpot solutions partners. The features help agencies and solution providers fuel revenue growth, scale, and better enable their clients to excel. 

Typeform is designed to work with HubSpot. The tech integration enables customers to manage new leads generated from Typeform more easily by sending them automatically to HubSpot. Now with Typeform's Agency Partner Program, HubSpot solutions partners can better help their clients leverage the integration to drive business results. Additionally, partners can work with Typeform's dedicated team to create customized solution packages, develop a go-to-market strategy, and take the new solutions to market. Partners such as Avidly, Refuel Creative, and SmartBug Media are actively participating in the program.

"This program is an amplifier for partners that reflects Typeform's commitment to providing innovative, human-centric solutions," said Kristen Habacht, Chief Revenue Officer, Typeform. "It's not just about feature benefits, but about deepening the powerhouse partnership between Typeform and HubSpot that paves the way for partners to help their clients create better customer experiences and ultimately boost sales." 

Key benefits of the Agency Partner Program include: 

• Revenue Opportunities: Generate more revenue by collaborating with Typeform to create a solution offering, along with a go-to-market motion to deliver the offering to clients.
• Partner Discount: Save clients money by providing them the option to purchase a Typeform subscription at a 20% discount. 
• New Business and Account Mapping: Get discovered by new clients Typeform customers can find partners to assist with their Typeform account through access to Typeform's agency directory. Additionally, Typeform's partner support team will run account mapping to identify shared accounts, prospects, and opportunity overlap to drive additional value.
• Co-Marketing Initiatives: Collaborate with Typeform's partner support team to create, define, and perform specific co-selling and co-marketing initiatives.
• Early Access to Updates: Offer clients the latest features with early access to product enhancements, integrations, and updates before they are generally released. Drive better outcomes for clients by leveraging the power of Typeform to gain valuable insights from customers with forms designed to get meaningful responses.
• Exclusive Partner Enablement: Boost Typeform proficiency with access to exclusive enablement materials and resources in order to more effectively serve clients, including a comprehensive training and certification program. 
• Dedicated Support: Receive dedicated, multi-disciplinary Typeform support, including a team of Partner Managers, Customer Success Managers, and Account Executives who can assist with client needs. 
• Partner Access: Use the "Agency Access" feature to access clients' accounts and perform necessary tasks, such as building forms, setting up integrations, and configuring workflows.

"Exceptional customer experience, what we call 'Rock it for the Customer,' is the backbone of our business, and Typeform's Agency Partner Program helps us deliver just that," said Stephen Lackey, VP of Marketing, SmartBug. "The product itself is one we use ourselves on our most critical conversion pages, plus the hands-on support and collaboration makes this partnership one we fully invest in."

"Together, HubSpot and Typeform empower partners to deliver tremendous value to their clients," said Brian Garvey, SVP, Solutions Partner Program, HubSpot. "We're excited by the launch of Typeform's new partner program for our ecosystem, helping our solutions partners expand their services and technology portfolios."

PSPDFKit, the leading document processing and manipulation platform, today announced the acquisition of Integrify, a low-code process automation platform provider.

The addition of Integrify, following the acquisitions of Muhimibi and AquaForest in 2022, expands PSPDFKit's low-code document solution by adding business process automation capabilities, addressing the needs of the entire document lifecycle. The integration accelerates the strategic vision for a high-value low-code document lifecycle platform, setting a new industry standard in high-volume document processing, document AI and business process automation that can operate in SaaS, public cloud and on-premise deployments.

Integrify offers a low-code solution for rapid implementation of business process automation and enables integrations with third-party applications (e.g., Salesforce, SAP, Oracle, Slack) to create sophisticated solutions that address use cases across every industry. Users can set up custom forms, create sophisticated process flows that include approval steps, notification integrations with existing third party infrastructure, and build in metrics and reporting to facilitate process, performance and cost optimization.

"Integrify enables users to create workflow processes, forms and reporting without code and is a perfect match for PSPDFKit's low-code users," says Jonathan Rhyne, co-founder and CEO of PSPDFKit. "The acquisition of Integrify enables us to deliver the industry-leading low-code document lifecycle platform."

"We are thrilled to join the PSPDFKit family," says Dave Willsey, co-founder and CEO of Integrify. "Combining our workflow process builder with the PSPDFKit low-code document lifecycle solutions will enable us to offer a more complete and higher value solution to our customers."

Through enhanced document AI functionality and performant high-volume document processing, PSPDFKit will set the standard for document workflow solutions that operate in SaaS, cloud and on-premises environments.

Firework co-founder and CEO Vincent Yang to speak on how authenticity, trust, and technology can help brands meaningfully drive loyalty in a new era of engagement

Firework, the world's leading video commerce and engagement platform built for brands and retailers, announced today that its co-founder and CEO, Vincent Yang, will be participating in a high-profile panel at the upcoming Consumer Electronics Show. The panel, titled "Partnering to Win Lifetime Customers," will also feature distinguished speakers from Target, Microsoft, FCB Global, and Adobe.

The panel will delve into the future of e-commerce, focusing on the importance of authenticity, trust, and security in a world where these values are fleeting and increasingly sought after. The panel will unpack commerce's evolution from a single department to a pervasive aspect of business and explore how brands can foster customer relationships in an authentic, sustainable manner.

Yang, with extensive experience in the digital media landscape, will share insights on emerging media channels and the role of video in enhancing customer experience leading to conversions. He will also discuss the emotional dynamics involved in video commerce and its effectiveness compared to other channels.

"Video commerce is not just the future; it's the present, and it's transforming the way we engage with customers," said Vincent Yang. "At Firework, we've seen firsthand how interactive and immersive video experiences can create lasting connections and drive real business results. I'm looking forward to discussing the potential of this medium alongside such an esteemed group of industry leaders."

Sitting alongside Yang on the panel are Michele Fisher, Director of Business Strategy at Microsoft, Uday Kotla, Head of Product at Adobe Commerce, and Monique Perlmutter, Senior Director of the Partner Solutions Group at Roundel by Target. The panel will be moderated by Tina Allan, Global Chief Data & Intelligence Officer at FCB Global.

The CES panel will also explore the rapidly evolving retail landscape, the impact of retail media, and how emerging media channels are shaping B2B and B2C commerce.

The session is scheduled for Wednesday, January 10th from 3:00 to 3:40 p.m. PT, at ARIA (Level 1, Joshua 9). For more information about the panel, click here. To learn more about Firework, visit firework.com.

Mimecast Limited (Mimecast), an advanced email and collaboration security company, today announced its acquisition of Elevate Security, a provider of human risk management solutions. The acquisition strengthens Mimecast’s offerings by providing proactive insights and deeper visibility into human behaviors and risk, helping customers better protect the digital workplace. Financial terms of the deal were not disclosed.

“People, communications and data are core to every organization and artificial intelligence has accelerated cyber criminals’ ability to exploit these essential elements for their own gain,” said David Raissipour, Chief Technology and Product Officer at Mimecast. “People are historically the largest vulnerability in an organization but can also be the strongest line of defense if given the right tools and education. That’s our goal with this acquisition and core to our work  manage risk by understanding human behavior in the context of a complex environment and then acting on it.”

The Elevate Security^® security platform has the flexibility to ingest human behavior and context data from a range of sources. It then flags high-risk people using a precision risk scoring algorithm. Combined with tools such as Mimecast’s Awareness Training, these capabilities can help drive targeted intervention and training that reduces overall risk and exposure for companies.

The capabilities that Elevate Security’s technology powers combined with Mimecast’s portfolio of products, demonstrates Mimecast’s continued commitment to leading customers through the next generation of human risk management.

“Elevate Security prides itself on being one of the first human risk platforms to help organizations identify high-risk people and automate responses and safeguards, and we have long admired Mimecast’s commitment to changing user behavior to enhance protection,” said Robert Fly, CEO and Co-Founder Elevate Security. “We have no doubt that our combined strengths will help break new ground that changes the security conversation.”

Mimecast will continue to maintain and support the existing Elevate Security customer base. The integration process has begun and customers can expect to start seeing some of the new technology integrated into Mimecast products in upcoming quarters.