Powered by Machine Learning, Verizon Media�s Ad Platform Launches New DSP Insights & Forecast Tool
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SINGAPORE - Media OutReach -�14�June
2019 -�Continuing its mission to build trusted partnerships with advertisers
and publishers, Verizon
Media today announced an innovative new omnichannel insights tool for its
industry-leading demand side platform (DSP). Powered by machine learning, the
new tool is designed to give advertisers clarity on their omnichannel
programmatic ecosystem, with robust performance insights and optimization
recommendations for each channel, ad format and exchange.
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According to a recent survey by Advertiser
Perceptions, among advertisers, "transparency" is the most important word of
2019, with brands rightfully seeking more insights into campaign performance
and media quality than ever before.1 Similarly, 60% of US
advertising executives cite a lack of transparency as the biggest challenge for
digital spend optimization.2
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"At Verizon Media, trust and transparency are
more than just buzzwords," said Iv�n
Markman, Chief Business Officer at Verizon Media. "We believe in the power
of consistently delivering new technologies, platforms and tools that unlock
deeper insights into programmatic supply and performance. With today's
announcement, we are continuing to take a leadership role, bringing our DSP
customers granular omnichannel intelligence at the auction level, giving them
everything they need to understand how and where to best allocate budgets."
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The new transparency tool delivers a 360-degree
view of a DSP customer's omnichannel programmatic environment, with robust
audience reach and cost analyses broken down by channel (e.g., display, CTV,
DOOH, audio, etc.), ad format (e.g., video, native, etc.) and exchange. It
enables buyers to drill down to truly understand how each channel, format and
exchange is performing on their behalf, while providing forecasts to shape
campaign strategy, creative and targeting. In future versions we expect to
allow segmentation by device, video duration, video placement, and domain,
bringing advertisers unparalleled insights across their programmatic universe.
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"Increasing transparency within the
programmatic ecosystem must be an industry-wide priority, bringing agencies and
tech partners together to drive better outcomes for clients," said Steve Katelman, EVP, Global Partnerships at
Omnicom Media Group. "Adding Verizon Media's capability to our own
transparency tools allows us to understand deeper bidding insights at the
auction level, ensuring that we are accessing the inventory through the optimal
path. This level of DSP supply path flexibility should be the expectation
moving forward."
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"We believe in leading the DSP market to give
advertising partners transparency on everything from reach and cost across
channels, formats and exchanges, and help them predict what will work best down
the road," continued Markman.
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The
Verizon Media DSP is a full-funnel, transparency-driven platform that combines
unique data sets with machine-learning optimization, exclusive inventory, and
enhanced productivity features, giving advertisers the flexibility, control and
confidence to manage omnichannel programmatic strategy.
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For more information, visit us at verizonmedia.com.
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1MediaPost, 'Transparency' Most Important Words
Of The Year,' 2019
2eMarketer, 'Brands Want Transparency,' 2019
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About Verizon
Verizon Communications Inc. (NYSE, Nasdaq: VZ)
is headquartered in New York City. The company operates America's most reliable
wireless network and the nation's premier all-fiber network, and delivers
integrated solutions to businesses worldwide. With brands like Yahoo,
TechCrunch and HuffPost, the company's media group helps consumers stay
informed and entertained, communicate and transact, while creating new ways for
advertisers and partners to connect. Verizon's corporate responsibility
prioritizes the environmental, social and governance issues most relevant to
its business and impact to society.
