Tech Talk: Sizmek, AOL, Tapad, SIT, Eyeota

Sizmek launched Data Hub, a data-centralizing tool that enables advertisers to pull in audience segments from integrated DMPs (data management platforms) and enrich them with data collected from served ads. Advertisers can use those segments to inform creative targeting decisions on Sizmek’s platform, or activate segments on integrated DSPs (demand-side platforms) for audience buying.

Scott Ries, APAC technical director, Sizmek:

Advertisers are expecting more than just for ads to show up on a page. They want accurate demographic targeting, location specific ad-serving and they want to be able to pull in their own first-party data. Most advertisers are still not making use of all of their data. Our strategy is to change that. DataHub allows you to take all your data--publisher data, engagement data, DSP data, and data from DMPs like Adobe, BlueKai and Krux--to enable highly targeted programmatic media buying… The industry needs to move quickly to creative and sequential messaging. We believe the focus on merging data with creative and media is the right way to go.

AOL Platforms Asia rolled out its dynamic price floor optimisation tool, AlephD, as part of the One by AOL: Publisher suite. Early studies in Southeast Asia in September and October indicate the tool can increase performance yields for publishers by between 10 and 40 percent, according to the company.

Alex Khan, managing director, AOL Asia:

Programmatic trading is often criticised for being biased in favour of the advertiser. The roll out of AlephD is a significant milestone in AOL’s continued efforts to build and enhance tools that help publishers manage and monetize their assets better. This strikes a balance. It gives publishers the control to optimise their sales based on the wealth of data they amass, ensuring they never sell below where they need to, and better enables advertisers to make decisions in real time based on market demand.

Tapad and Rubicon Project announced a global partnership for unified, cross-device campaign delivery. The Tapad Device Graph will be integrated across Rubicon Project’s advertising exchange and Orders platform, significantly improving consumer mobile reach, according to the companies.

Harry Patz, chief revenue officer, Rubicon Project:

Cross-device delivery is crucial for buyers today with more than 81 percent of internet users currently relying on more than one device for digital access. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalize on their inventory, ultimately increasing bid rates and mobile revenue across the board.

Independent creative agency Blak Labs teamed up with Singapore Institute of Technology (SIT) to launch a new recruitment campaign involving video interactivity, including promotional videos online and digital outdoor screens.  

Eyeota and Oracle Marketing Cloud teamed up to enable marketers and advertisers to use Eyeota data in the Oracle Data Management Platform, enalbling more intelligent targeting and personalisation of non-US campaigns to Eyeota’s 3 billion unique profiles in Europe, APAC, and the Americas. Eyeota data will be integrated into the Oracle Data Management Platform, allowing DMP users to build audiences directly from Eyeota data. 

Karen Kokiko, senior product marketing manager, Oracle Marketing Cloud:

To help global and international brands improve key campaign and ROI metrics, Oracle is committed to working with the best data providers in strategic markets across the globe. Our data management platform is differentiated on features and capabilities, but it truly stands out in terms of the data it has natively integrated into the platform. Eyeota's audiences reflect the company's depth of data in the EMEA and APAC regions and this integration dramatically improves our international data offering, making the Oracle Data Management Platform an even more compelling platform.

S4M announced geofencing technology to help advertisers target more than 30 million travellers each week in 30 top airports, including Changi, Beijing and Haneda. The company combines anonymous mobile device identifiers with GPS coordinates, device language settings and online periods.

Gavin Buxton, VP sales APAC, S4M:

Airports are more than just a transit area, it presents a huge opportunity for brands to engage with consumers,” explains. The smartphone is an extension of the individual so it is a must-have touchpoint when creating fully integrated brand experiences. Advertisers should be combining the omnipresence of the mobile medium with real-time geolocation at airports to deliver seamless customer journeys.