The Effect of Privacy and Compliance Changes on Programmatic Strategy

The Effect of Privacy and Compliance Changes on Programmatic Strategy

via PM360

What is the effect of privacy and compliance changes on programmatic strategy for pharma marketers?

“Healthcare and life sciences are some of the highest regulated industries. Consumer health and medical record information are heavily protected, which can create major challenges for marketers who want to invest in programmatic. But challenges often give the best rewards and this certainly rings true in this case.”

– Raquel Rosenthal, Digilant CEO

Learn more about what healthcare and life sciences marketers should consider to take on programmatic with confidence here.

Experts: What to expect from a pandemic holiday season

Experts: What to expect from a pandemic holiday season

Businesses may have re-opened but that doesn’t mean the fears surrounding the COVID-19 pandemic have waned, especially with colder weather coming in to the Northern Hemisphere. As coronavirus cases once again spike, many merchants are wondering what might happen over the coming holiday season. We asked a series of experts how they think the pandemic will influence holiday shopping.

Brands can expect to see more sales happening online and on mobile. To meet the needs of shoppers, it’s critical that marketers build convenience throughout the customer journey. Using mobile messaging and push notifications can help marketers stay in step with mobile shoppers. Additionally, tapping into Facebook and Instagram’s in-app shopping features can eliminate friction for shoppers who are ready to buy and want to make purchases within native social environments,”

– Raquel Rosenthal, CEO, Digilant.


Read more here.

How political ads are changing in 2020

How political ads are changing in 2020

With many US consumers continuing to hunker down at home and many stating a mistrust of ‘fake news’ on both social networks and television, political advertisers are wondering how to best connect with their constituents as the race for the White House and many Congressional seats heat up. We spoke with two digital experts about how the political ad space has changed so far in 2020.

As the countdown to the US Presidential Election heats up, what trends are you seeing in how the major parties are advertising?

“Less of a focus on social due to brand safety and consumer trust issues and a greater focus on putting ad dollars towards channels like display and CTV and publishers (esp publishers part of PMPs) with greater transparency and reporting on brand safety metrics that advertisers care most about.”

-Raquel Rosenthal, CEO, Digilant

Read the full post here.

Election 2020: 6 Solid Ways Political Advertisers Can Win With CTV

(Toolbox Marketing) Election 2020: 6 Solid Ways Political Advertisers Can Win With CTV 

With the Trump vs Biden election day around the corner, many political advertisers are gearing up their plans for a historic campaign season. But with COVID-19 and mail-in voting concerns, many are shifting messaging and considering alternative approaches to reach voters where it counts.

As more people are at home and in front of the big screen, connected TV (CTV) is shaping up to be the platform of choice for savvy political advertisers who choose to drive voters efficiently and effectively to the polls. According to eMarketer, political advertising in the 2019/2020 election cycle would reach $6.89 billion. Another study by Centro suggested that 63% of respondents consider CTV as one of the top five most promising developments for their digital campaigns. As political advertisers are recognizing the need for data-driven political campaigns, in this exclusive interview with Toolbox Marketing, experts share why CTV offers both audiences reach and return on ad dollars.

Here are the top ways experts think political advertisers can win with CTV in the 2020 election campaign:

1. Offers an Audience of Young Voters and Powerful Targeting Capabilities

Raquel Rosenthal, CEO of Digilant

“The top reasons political advertisers should turn to CTV/OTT are to stay in-step with voters. For political advertisers, the saying “go where your customers are” can be translated as “go where the voters are”. As streaming continues to surge, this means including CTV in media buys to reach high propensity and on the fence voters. By laying on comprehensive first party and third-party donation and voter data on top of standard demographic data, political advertisers can enhance campaign storytelling with immersive full-screen ads.

“It’s no secret that the rise of CTV and content streaming, in general, is having a huge impact on how political advertisers are investing in media spend this election season. But, if I had to boil it down to what elements of CTV will have the greatest impact on voter engagement, it’s the unmatched audience of young voters and powerful targeting capabilities both of which come at a cost that can’t be matched with linear TV.”

Read the full post here.

Heard on the Street: Diversifying the Digital Ad Stack

“The reason that brands now want to work with fewer partners is because they want a holistic view of what’s happening. So if they’re working with too many partners, they’re data-siloed and don’t get a full picture. So by working with an end-to-end partner, [they can] make sense out of the whole puzzle.”

Heard on the Street Episode 56: Diversifying the Digital Ad Stack

with Digilant CEO, Raquel Rosenthal

Brand advertising has gone through a transformative period… and we’re not talking about a pandemic. Of course, the entire ad world has been upended in the past six months, but ample change was already underway beforehand. The evolution of customer data and in-housing are two factors driving brand advertising’s transformation.

One company that is natively primed for this ongoing transformation is Digilant. As we discussed with CEO Raquel Rosenthal on the latest episode of Heard on the Street, the company offers a multi-faceted service model that both diversifies its market opportunity and mitigates its risk as a player in the ever-shifting advertising world.

This multi-faceted approach includes interlocking pieces such as ad tech software, agency services, and consultancy services. These can be mixed and matched in various ways. For example, clients can use Digilant’s software for in-house brand marketing work or rely on the company as more of a full-service agency.

“Since Digilant started as an ad tech company, we’re differentiating as a new type of emerging agency and consultancy. We have deep knowledge of data, technology, analytics. From our DSP/DMP days, we have product and engineering and data science teams and expertise. We have knowledge of how ad tech and martech technology fits together.”

Listen to the full Podcast here.

SalesTechStar Interview With Todd Heger, Chief Revenue Officer At Digilant

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 QnA 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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Tipico enlists Digilant as US media buyer

“[Digilant’s] omnichannel expertise and multifaceted approach to growing our business will be paramount as we reach sports fans and bettors across the United States,”

Keith Gormley

Head of US Marketing, Tipico

Tipico has hired US omnichannel digital advertising services company Digilant as its main US media buyer to support its US sportsbook launch later this year. Under the agreement, Digilant will be the main media buyer of record for the US division, responsible for digital marketing, advertising campaigns, marketing analysis and optimisation.

Digilant’s focus will be to reach US sports bettors across a variety of digital platforms, driving them to Tipico’s US site. As part of this arrangement, Digilant is registered as an official vendor with the New Jersey Division of Gaming Enforcement (NJDGE). EGR understands Tipico conducted a thorough competitive review in Q1 2020 before choosing Digilant to coordinate its US marketing strategy.

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How Agencies Should Leverage Digital Media Buying

“Setting it and forgetting it is a recipe for poor outcomes. Algorithms are only as good as the person who sets up the campaign, decides on what data is going to be used to feed the algorithm. You really do still need the human touch…to continually make optimizations. In addition, you need human intelligence to look at real-time data and make adjustments.”

– Raquel Rosenthal, Digilant, CEO

Today, digital advertisers are overrun with technologies that are intended to make digital marketing more efficient. The reality is that technology and the algorithms that drive it don’t always work the way you hope. And this is where the human element comes in. The value of programmatic or algorithm-driven digital advertising can be maximized when you leverage human input from experts who are equipped to determine what data should be fed into an algorithm and can quickly distill insights from advertising performance.

Raquel Rosenthal, CEO at Digilant shares more on the topic of the human touch in digital advertising in her podcast interview with The Innovative Agency. In this podcast episode, Raquel also dives into how advertisers can build trust with media partners and the future of digital media buying as we approach the second half of the year.

The Other Streaming Battle

Read the full article on

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.

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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Programmatic & Digital Advertising Leader Adds Jenna Umbrianna Gino to Executive Suite

The Addition of Industry Veteran Bolsters Anagram’s Market-Leading Programmatic Capabilities

BOSTON, May 2, 2018 /PRNewswire/ — Today, Anagram — a digital media agency built for the modern marketing era, and part of the ispDigital group of digital marketing technology companies — announced the hiring of Jenna Umbrianna Gino as Chief Client Officer. In her new role, she will be responsible for the design, development, and management of the company’s customer experience delivery capabilities, as well as serve as executive-in-charge of client services.
Jenna Umbrianna Gino brings a wealth of experience from all facets of the industry to Anagram, having worked at both globally recognized brands and large advertising agencies. Active at the intersection of marketing and technology for a decade, she’s one of only a handful of industry executives who have managed the design, launch and operation of two successful programmatic trading desks — first at Hill Holliday, a unit of IPG, and then at Affiperf, a division of Havas. Both IPG and Havas are among the leading five advertising agencies in the world.
“I’m thrilled to be joining Anagram,” says Jenna Umbrianna Gino. “I’m excited about the company’s strategic direction of meeting the marketing demands of the modern era. I appreciate how its leadership embraces fully transparent client communication strategies, and has created a company culture that facilitates recruitment of top talent.”

Joe Zawadzki, CEO and Founder of programmatic industry leader MediaMath, remarked, “I, and all of us at MediaMath, have been fortunate to work with Jenna for the past decade. We are excited for Jenna, for Anagram, and for the industry. Her ability to not only envision a better world for marketing, but to drive teams, clients, and partners toward that vision and ideal state is a rare and deeply needed gift.”

Before joining Anagram, Jenna Umbrianna Gino served as Partner and Research Director at Invisible Science, an independent research and advisory firm focused exclusively on programmatic marketing. Previously, she was Senior Vice President and General Manager at Havas — one of the world’s largest advertising agencies — where she managed programmatic strategy and trading activities across the North American client roster. Jenna Umbrianna Gino has also held a variety of marketing and advertising roles at Hill Holliday, a top 20 agency in the U.S and part of the IPG network.

“We’re very fortunate to be adding Jenna to the executive team,” says Adam Cahill, Founder and CEO of Anagram. “Her addition immediately strengthens our client strategy and service capabilities. Jenna is one of the pioneers in the programmatic industry, and we know our clients will enjoy more success with her on board.”

About Anagram

Anagram is a digital media agency built for the modern marketing era, with data and technology at our core. As marketing becomes more complex, we find that our client’s needs are quite varied, and tend to evolve over time. In some cases, we operate as a full-service digital media agency of record, planning, buying and optimizing campaigns across all digital channels. In others, we provide strategic counsel and systems integration services, assisting our clients as they build their internal capabilities. We’ve built our company around biddable media from day one: the way we work, the technologies we use, and the talent we hire are all oriented around an approach that is data-driven, fast, fluid, and outcome-obsessed.
Anagram is an ispDigital Group Company.  For more information, visit us at and follow us on Twitter @AnagramLLC.
Contact: Karen Moked, VP of Marketing, Digilant: [email protected]

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