Back to Blog - by The Digilant Team

BOSTON, MARCH 05, 2024–(Business Wire)–Today, Digilant, the digital media partner of choice for mid-market advertisers, announced its collaboration with Microsoft, adding its DSP, Invest, and its deal curation platform, Curate, to its tech stack. This approach offers Digilant’s clients greater access to premium advertising inventory and advanced audience targeting solutions.

“Our clients are a diverse group of advertisers that need to maximize their buying power to stay competitive and have an opportunity to become the next big thing. By working with Microsoft, Digilant reiterates its commitment to enabling advertisers with access to technology and media in a cookieless world,” said Raquel Rosenthal, CEO at Digilant. “We are thrilled to harness Microsoft Invest and Microsoft Curate’s capabilities to meet the dynamic needs of our clients and stay ahead in the ever-evolving digital advertising landscape.”

Microsoft’s premium inventory and first-party data make it a preferred choice to deliver seamless and highly relevant omnichannel experiences in a cookieless world. Digilant’s clients will have access to Microsoft’s robust portfolio of owned and operated publications and platforms—MSN, Microsoft Start, Microsoft 365, Outlook, Microsoft Casual Games, Xbox, and LinkedIn—and more than 1500 premium publishers. Moreover, Microsoft’s exclusive access to connected TV inventory on Netflix will enable Digilant to reach audiences on one of the world’s most popular entertainment services.

Sarah Harms, Senior Director of Sales at Microsoft, commented on the collaboration: “We are pleased to unite with Digilant, bringing together our distinct strengths to support small and mid-market agencies. This collaboration is all about empowering diverse organizations with access to the world’s largest and most premium advertising marketplace.”

Back to Blog - by Wesley Farris

The Consumer Electronics Show (CES) brings together professionals from various industries to gain insights into the rapidly evolving world of consumer electronics. As these technologies revolutionize consumer behavior, marketers and advertisers must adapt in step. During the conference, industry leaders shared their strategies for leveraging disruptive technologies to enhance customer journeys and create top-tier advertising experiences.

Wesley Farris, VP of Platform Partnerships at Digilant, attended the conference and recently sat down with us to provide his key takeaways from the event. Let’s dive in.

The Demand for Supply-Side Transparency and Premium Curation

Throughout the conference, there was an emphasis on the growing need to refine the sell-side process of digital advertising. As key industry players prioritize ways to make media buying more direct, transparent, and higher quality, there’s a call to eliminate the number of parties involved in media buys. This is shaking out in a few different scenarios.

First, to eliminate some of the hoops media buyers currently jump through, supply-side platforms (SSPs) are prioritizing the integration of buy-side technologies.

For leading SSPs such as FreeWheel and Magnite, one of their focuses is on supply path optimization (SPO). SPO creates a more efficient process of media buying, reducing complicated paths to supply and providing advertisers with more transparency in their ad placements and overall spend.

Additionally, many SSPs are actively seeking more ways to leverage top-tier data companies and first party publisher data (that the SSPs have access to) that enable enhanced targeting and measurement capabilities. OpenX, for instance, has layered Oracle data in its platform, providing media buyers with high-quality data alongside a direct path to transparent inventory.

How SPO Benefits Advertisers

A key focus on transparency and optimization always nets a better experience for both brands and consumers. These shifts specifically provide advertisers with the following benefits and improvements in the ad-buying experience.

  • Transparency in Ad Placements: Enhanced ad transparency helps advertisers understand how their spend is utilized and further evaluate the quality of their ad placement. Transparency is crucial to avoiding ad fraud and ensuring that ads are not placed on inappropriate or irrelevant sites.
  • Access to Premium Inventory: With a deeper focus on curation, advertisers can gain access to premium ad inventory that might not be available through other channels. This allows for more strategic ad placements in high-quality environments.
  •  Improved Ad Performance and ROI: Supply-side optimization and data integrations use algorithms and analytics to place ads more effectively, ensuring that they reach the right audience at the right time. This increases the likelihood of user engagement and conversion, leading to better returns on investment (ROI).

Data-driven customer experiences sit center stage as advertisers work to create both privacy-compliant and targeted experiences for shoppers. The new changes and partnerships outlined above pave the way for advertisers to have more control over data and its implementation to create optimal media buys.

Connected TV (CTV) Takes Center Stage in a Cookieless Landscape

CTV (Connected TV) has been a major focus in the industry for several years, particularly as many consumers have shifted from cable subscriptions to streaming services. However, a key aspect of CTV’s appeal, especially highlighted during CES, lies in its inherently cookieless environment. This becomes increasingly relevant in light of Google’s phasing out of third-party cookies.

CTV users are authenticated when logging into either their device or a streaming platform. This authentication opens up several opportunities for advertisers, including access to enhanced targeting capabilities, the use of first-party data within various platforms and devices, and improved measurement solutions. Throughout the conference, we gathered three especially notable CTV developments that can help give advertisers the upper hand as they explore this cookie-free medium.

Rise of FAST channels

Free ad-supported streaming TV (FAST) represents a significant segment of authenticated viewership. Platforms such as Pluto and Tubi are gaining traction due to their broad audience reach and robust measurement capabilities. Considering the high penetration of smart TVs in U.S. households, 77% to be exact, advertisers shouldn’t ignore the power and reach available through FAST channels.

Digital audio advertising via smart TVs

Recent insights from CES indicate a substantial proportion of consumers using smart TVs exclusively for audio streaming. This trend highlights the growing interconnectedness of the digital ecosystem across different devices and platforms. For advertisers without video assets, digital audio advertising presents a compelling way to reach CTV users.

The shift of live sports to digital platforms

Live sports are progressively moving away from traditional cable to digital platforms. While broadcast TV was previously the golden channel for advertising during sports events, changing consumer habits are altering this landscape. Amazon Prime, for example, is now the exclusive broadcaster of Thursday Night Football, bringing football fans to their platform in order to tune in. Advertisers need to adapt to these changes by preparing for digital ad placements to effectively target and engage sports fans.

Embracing Digital Advertising’s Evolving Landscape

Insights from CES emphasize the need for advertisers’ adaptability in the dynamic digital landscape. A focus on supply curation, transparency, data-driven strategies, and the rise of CTV all underscore the importance of harnessing new technologies and platforms to create optimal campaign impact and stay ahead.

Back to Blog - by The Digilant Team

The way that healthcare and pharma consumers, both B2C and B2B, interact with brands is undergoing a massive shift. Consumers are spending more and more time on digital and consuming content on emerging channels like Connected TV (CTV) and digital audio. And healthcare and pharma brands are wanting to go beyond offline channels like TV to drive brand building and sales – and they are looking for data to do so as effectively as possible. Brands in healthcare and pharma are leveraging data not only to better communicate with consumers, but to learn more about them — not just as data points, but as patients and physicians — to deliver more personalized experiences.

The goal with data is to make it actionable. And for advertisers working with Digilant, actionable data is one of the most important tools that can be used to drive connectivity between consumers and brands.

We’re excited to share that Digilant has partnered with Lasso, the world’s most comprehensive platform for healthcare marketing and analytics, to deepen our commitment to bringing smart, healthcare, and pharma digital marketing solutions to advertisers.

Today’s most successful healthcare and pharma digital marketing teams recognize that both patient-level and physician-level data is critical to driving brand awareness and growth. Harnessing the power of over 40 billion medical claims and RX transactions made available from data sources like DMD Connects and Purple Lab, healthcare and pharma brands can reach and engage highly targeted audiences across both traditional and emerging digital channels including programmatic, email, social, connected TV (CTV), and beyond.

“Along with the fast-growing healthcare sector and focus on consumer privacy, the healthcare and pharma industries need access to accurate and privacy-safe data and insights more than ever,” said Raquel Rosenthal, CEO of Digilant. “We are thrilled to have found a partner like Lasso who is leading the charge for healthcare marketers and creating opportunities for impactful connections between brands, physicians, and patients.”

About Lasso

Lasso is the world’s first and only omnichannel healthcare marketing and analytics platform that allows you to plan, activate, and measure your HCP and DTC campaigns across programmatic, social, email, and connected TV — all in one place. Learn more.

To read the full announcement click here.

Back to Blog - by The Digilant Team

The programmatic ad buying experience is changing; the transforming needs and behaviors of users during this new normal brought on by the Covid-19 pandemic is impacting how consumers want to be spoken to. Todd Heger, Chief Revenue Officer at Digilant joins SalesTech Star in this Q&A to share a few trends and observations on how crucial it is for businesses to get their messaging right, especially now.

What are some of your near-future predictions for programmatic ad buying and how will changing behaviors, lifestyles and user habits due to Covid-19 play a role here? 

Third party cookies have historically been the “currency” of programmatic advertising, but with GDPR and CCPA compliance in effect and the ban of cookies across Google, Facebook, Safari looming, we’re starting to see a greater reliance on viable alternatives to third party cookies. This shift will trigger a fundamental change in how programmatic advertisers media plan. Out of necessity, first party data will become a larger part of programmatic media plans, but for advertisers who have yet to aggregate and first party data, context and placement will become the golden ticket to maintaining scale and engagement.

Of course, this is easier said than done. COVID-19 has heightened consumer expectations for advertisers. Consumers expect brands to step up and have greater discretion with what ads say and where they are placed – robust contextual data that includes sentiment and tone paired with smart placements can help.

Why should brands be focusing on an omnichannel approach to provide a seamless and more personalized experience to consumers, during these times especially? 

Right now, it’s critical for advertisers to get their messaging right. This means, messaging needs to be timely AND it needs to be uninterrupted and meet consumers wherever they are along the customer journey. The number of channels consumers use to discover and shop brands and retailers is growing quickly, in large part due to the COVID-19 outbreak. Sure, consumers are spending more time on the internet and on social media, but we’re also seeing significant growth in emerging channels like streaming TV and podcasts. Having a singular, omni-channel strategy vs. siloed strategies will be the best way to keep up with today’s hyper-connected consumers.

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Back to Blog - by Raquel Rosenthal

On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.

This column is written by Raquel Rosenthal, CEO at Digilant. Read the full article on adexchanger.com

Connected TV (CTV) is attractive to advertisers looking for ways to combine TV’s compelling brand storytelling with a digital marketing approach that can better target and measure those messages and automate the media buying process.

Long-term success in CTV requires maximizing the expertise from both the TV and digital departments within brands and agencies. Fortunately, emerging tools, analytics and services can defuse internal turf battles and unite both sides in their efforts to engage the cord-cutting audience.

Nielsen’s Digital Ad Ratings are a good example thus far, enabling gross rating point equivalencies that allow brands and agencies to compare CTV performance with traditional TV buys. This enables traditional TV ad experts to better understand and articulate how 15- and 30-second CTV spots are moving the needle for consumer awareness and purchase intent.

Digital advertising experts bring to the table not just an understanding of how programmatic buying works and the tools for maximizing ROI, but also the pitfalls to avoid when entering the space.

For example, fraud is typically found in places with high revenue opportunities and new channels without foolproof measurement. Open exchange CTV inventory has likely been a victim of high fraud rates, creating a need for not just CTV-specific detection tools and standards, but also for TV and digital departments to cooperate in evaluating and benchmarking results and spotting metric anomalies to ensure it evolves as a brand-safe channel.

Since CTV inventory is also fairly limited and highly competitive, both TV and digital marketers can combine their expertise to determine if they should go direct or buy via private marketplaces – and then factor in how these channels’ higher CPMs impact overall ad campaign performance.

Other mechanisms being developed by a growing number of ad tech partners allow data from both TV and digital sources to be seamlessly integrated to create unified user profiles that can then be targeted with specific and relevant messaging.

Tools that sync CTV and other OTT devices across a single unified ID enable marketers and their agency partners to measure and attribute performance to CTV more easily and affordably than with traditional TV.

By creating a shared metric, TV and digital departments can better determine what messaging and creative in CTV drives site traffic, brand affinity, conversion and sales lift. These metrics can then be augmented with qualitative data, which traditional TV advertisers have long relied on, to create a fuller, more nuanced understanding of whether a brand’s storytelling is resonating with target consumers.

With CTV as a growing focal point, digital and TV departments should be able to better coordinate everything from initial planning and goal setting to executing creatives, ensuring that brand identity remains consistent regardless of where the consumer engagement is taking place.

Bridging the internal gap will also allow brands to take advantage of new ways to engage consumers in a hybrid premium, ad-supported CTV landscape where the traditional 15- and 30-second spot is only part of the marketing arsenal.

By cooperating on CTV opportunities, such as brand home-screen takeovers, sponsorships and product placement, linear TV and digital departments can shape these initiatives’ goals and determine how they’re impacting viewer perception and engagement.

Follow Digilant (@Digilant_US) and AdExchanger (@adexchanger) on Twitter.

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