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IAS Announces First Attention Product to Unify Media Quality and Eye Tracking

PRNewswire — Fri, 05 Jan 2024 10:59:45 +0000

Quality Attention™ Provides Actionable Attention Metrics that Tie to Business Results for Global Advertisers

Integral Ad Science, a leading global media measurement and optimization platform, announced the general availability of its Quality Attention™ measurement product – the first to unify media quality and eye tracking with machine learning. The new offering provides transparent metrics to help global advertisers increase return on investment, drive brand consideration, and boost conversions.

With Quality Attention, advertisers can capture higher attention to drive campaign performance and unlock proven results. Quality Attention uses advanced machine learning technology, actionable data from Lumen Research’s eye-tracking technology, and a variety of signals obtained as part of IAS’s core technology, including viewability, ad situation, and user interaction, and weighs them into a single attention score. IAS’s attention model is designed to predict if an impression is more likely to lead to a business result including awareness, consideration, and conversion.

“Attention measurement must inform actions that drive superior results for advertisers,” said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. “Our Quality Attention offering is purpose-built to help brands and agencies navigate through media clutter to seamlessly understand how media visibility, the ad environment, and customer interaction impact campaign performance. According to our research, brands that focus on driving higher IAS attention scores achieve up to a 130% lift in conversion rates leading to a better return on their investment.”

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Quality Attention provides global advertisers with:

An Advanced Machine Learning Model: A singular view of campaigns’ attention performance, trained based on a pool of data consisting of billions of impressions and millions of conversion events.
Proven Performance and Brand Results: Up to a 130% lift in conversion rates when comparing high attention impressions to low attention impressions, with greater attention scores seeing 91% higher brand consideration and 166% higher purchase intent.
Unification of Media Quality with Human Attention: IAS is the first company to combine one of the world’s largest consumer attention biometric data sets with media quality metrics to provide the most accurate picture of attention for global advertisers.

Global healthcare company, Sanofi, has partnered with IAS as they move beyond traditional ways of measuring media performance. “We know that ad clutter is not only a frustrating consumer experience, but it also correlates with attention and carbon footprint: less ad clutter = more attention and less carbon,” said Anna Kechekmadze, Global Digital Media Lead at Sanofi CHC. “Our partnership with IAS on Quality Attention is giving us insight into how attention plays a role in reducing ad fatigue, getting better inventory quality and improving media KPIs.”

IAS and Lumen Research announced their initial partnership in 2023 to change the way digital advertising impressions are measured for attention-first advertising. Now, IAS customers will have an even more powerful way to accurately track which ad impressions have captured attention and are likely to yield business results.

“We are excited about the evolution of our partnership with IAS and how we are offering advertisers a transparent and more accurate picture of attention,” said Mike Follett, CEO at Lumen Research. “By bringing our cutting-edge eye-tracking data to IAS’s attention model, advertisers have access to the most robust predictive attention models at scale.”

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Expert Views on Google’s 1% Third-Party Cookie Deprecation

Sudipto Ghosh — Thu, 04 Jan 2024 13:12:00 +0000

Google’s third-party cookie deprecation has finally arrived to spell a new era in The Privacy Sandbox. From today (4 January 2024), Google Chrome is disabling third-party cookies for 1% of the users before completely stopping it in Q3 2024. Publishers and website owners who use third-party cookies to improve the quality of their services and content would now have to look out for alternative channels to experiment with their advertising efforts. Google has already launched a range of APIs to offset third-party cookies for identity tracking, advertising, and privacy management. In our Google third-party cookies deprecation series, global adtech leaders spoke to us about the consequences of this milestone event.

What is Google’s Third-Party Cookies Deprecation?

Google’s third-party cookies deprecation is part of the company’s Privacy Sandbox initiative. The Privacy Sandbox is a major development in the advertising landscape that supports the need to improve people’s online privacy while they use digital services without interruption. This initiative aims to reduce cross-site and cross-app tracking when users browse the internet for content, services, and jobs. By deprecating third-party cookies in Google, users can continue to enjoy an enriching browser experience without worrying about privacy. For publishers, this effort would ensure they can offer their content for free on sites and apps. Moreover, intrusive app trackers will become a thing of the past in 2024 once 100% third-party cookies deprecation takes effect. To discuss more, adtech leaders highlight the context of third-party cookie deprecation applied to different digital businesses.

Effects on Publishing Business

According to a recent report by PrimeAudience, 88% of marketers feel prepared for the deprecation of cookies. 56% of marketers are already testing for the cookieless future in 2024.

Alexandra Theriault, Chief Growth Officer, Lotame, a data solutions company said, “30-50% of the web already blocks third-party cookies in Safari and Firefox by default, and that has yet to spur meaningful adoption of third-party cookieless solutions from brands and agencies. Although universal IDs have been adopted by 10s of thousands of publishers globally (as cited by sincera.io), the demand from agencies and brands to leverage these alternative solutions is meager. Google adding 1% of their piece of the pie isn’t going to drive the intended reaction necessary to prepare the industry for the end of the year. Google’s watered-down targeting capabilities that may offer to target are a far cry from the precision agencies and brands are accustomed to. The result will be worse-performing campaigns, a hit to most publisher’s yield, and less relevant ads for consumers.”

Testing Cookieless Solutions in 2024

Eli Heath, Head of Identity – Lotame, added, “It’s important to note that this change affects only 1% of browsers, which is relatively minor considering that 30% of browsers, such as Safari and Firefox, already do not support third-party cookies. This small percentage is unlikely to drive significant changes among buyers, as DSPs will simply adjust their traffic optimization strategies for Chrome browsers that still use cookies. However, this development should serve as a wake-up call to re-energize and intensify efforts in testing cookieless solutions, especially by expanding the scope to include Chrome browsers. This testing phase is crucial. If we can identify and isolate the 1% of impacted Chrome browsers, it could provide valuable insights into the effectiveness of post-cookie solutions. This includes aspects of targeting and measurement in a Chrome environment without third-party cookies, building on the initial learnings we’ve already gleaned from Safari and Firefox.”

Dan Pike, CPO, Covatic said, “The latest Google news is not news at all; the industry has been aware that cookies were on borrowed time for what seems like forever, and most savvy publishers and brands have prepared themselves to move beyond these outdated and ineffective identifiers. “There are already tried and tested cookie-less solutions deployed in-market and used by major publishers. These have the additional benefit of putting them in control of their data, tech, and revenue while avoiding strategic capture by Google and the other big digital players. So we should see the cookie’s demise as a positive step in the evolution of the digital industry; as it will create more responsible, addressable, and effective targeting methods while offering greater protection and choice for consumers over how their data is used.”

Jeremy Haft, CRO – Digital Remedy (Performance Marketing Partner for Brands and Agencies), said, “The removal of 1% of 3rd-party cookie tracking has the potential to significantly impact advertisers and the overarching digital ad ecosystem. Time will tell (as we have seen delay after delay) if we see a full ramp-up and if this ultimately leads to Google seeing a decline in ad revenue. I bet that Google will back off from the full depreciation of cookies; however, if this initial test proves to be successful, this could impact many facets of the advertising ecosystem. For starters, advertisers will have limited ability to target their most sought-after audiences as their options to identify and segment those audiences will become limited. Measurement & attribution models will break due to data being more difficult to action by channel, partner, and media type.”

Jeremy added, “Lastly, personalization of the consumer ad experience will take a hit leading to more generic and less targeted messaging and creative. If Google does end up completely deprecating cookie tracking, this opens up the opportunity for innovation in the industry for new solutions focused on targeting, measurement, and attribution. In addition, there will be an increased focus on privacy which will be tied to even more regulation focused on data protection.

Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline.”

Google Tracking Protection for digital advertising

Mateusz Jedrocha, VP, of Branding Solutions – Adlook (cookieless and deep-learning focused DSP) mentioned the importance of Google Tracking Protection for digital advertising. Mateusz said, “The introduction of Tracking Protection by Google Chrome, a browser commanding a significant 64% of the market share, marks a pivotal moment in digital advertising. This move is particularly impactful for us at Adlook, where we focus on branding solutions. This development presents both a challenge and an opportunity in how we engage with consumers globally. We view the initial 1% deprecation of cookies as a crucial first step in assessing the viability of a cookieless environment. This phase allows us to perform essential tests and begin redefining our benchmarks and delivery metrics for branding campaigns in a world without third-party cookies. However, we believe that a gradual and transparent expansion of cookieless traffic is necessary for a comprehensive understanding and adaptation to this new landscape.”

Mateusz added, “At Adlook, we are keenly aware of the importance of guiding our clients through the intricacies of the cookieless transition. To this end, we have developed comprehensive Cookieless Transition Frameworks, which are designed to support our clients in navigating this new landscape. These frameworks are based on a phased and tailored approach, allowing for gradual testing and adaptation. Our objective is to facilitate a seamless shift from legacy buying methods to the new ecosystem, which is increasingly powered by Google’s Privacy Sandbox along with a variety of other cookieless solutions.”

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Businesses Decrease Spend on Digital Advertising, Grow Investment in Generative AI

Business Wire — Wed, 13 Dec 2023 06:07:52 +0000

Companies spent the most with giants Google and Meta in Q3 2023, shifted among other platforms according to new data from Emburse

Emburse, a leader in expense management solutions, released new information about corporate online advertising spend in the third quarter of 2023, as well as spend on leading AI company, OpenAI. The data reveals that companies spent 8% less on digital advertising than in the same period last year. Despite this overall decline, spend on Bytedance (owner of TikTok) advertising more than doubled annually. Ad spend on X (formerly Twitter) grew by 31% over the second quarter, but was still 23% lower than the same period in 2022.

Emburse’s data shows that companies are maintaining a stable base by advertising through well-established online channels, while also experimenting with newer or shifting platforms to reach changing audiences. Google and Meta consistently hold the greatest share of digital ad dollars, but other platforms experience more volatility, both on a quarter-over-quarter and year-over-year basis. Spend on X went up in Q3 over Q2 but is still significantly down compared to the year prior. However, spend on Bytedance – whose TikTok app reaches a more Gen Z and young Millennial audience – saw the opposite with a 111% increase over Q3 2022 but a 31% decrease from Q2 2023.

Spend on OpenAI grew 168% in Q2 over Q1 2023 and an additional 51% in Q3. As a result of the growing popularity and benefits of generative AI, more vendors have added AI capabilities to their existing platforms and new players have entered the market.

“Younger generations gain more buying power with each year, so to reach them effectively, companies need to continually refresh their target audiences,” said Emburse’s Chief Experience Officer Johann Wrede. “Many of our customers are focusing the bulk of their budgets on the platforms where they see the least risk or controversy while experimenting with new ways to reach this important group.”

Emburse plans to continue monitoring spend in the space in addition to digital advertising as it helps paint an overall picture of where finance leaders and executives are seeing the most return for their budgets.

More than 20,000 companies trust Emburse for its corporate card and spend management solutions, representing over $80 billion in spending transactions a year. It will continue to monitor corporate spend among its customers to help bring insights such as these to light.

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A New AI-Integrated Creative Content Pipeline Is Being Developed by Dave Carey Global Evp Studios & Embedded Solutions

PRNewswire — Tue, 07 Nov 2023 09:46:50 +0000

S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has hired Dave Carey as Global EVP Studios & Embedded Solutions to lead the Studio.Monks, a digital-first creative studio powered by talent and underpinned by tech, where Carey will continue to build centers of excellence for production around the world. The move underscores Media.Monks’ goal to build bespoke creative solutions for brands and deliver access to a studio roster of best-in-class talent.

As a creator-focused, tech-powered team, the Studio.Monks aim to reimagine how content is created, scaled and shared with the world. In his new role, Carey will build on this vision with a focus on fully integrating artificial intelligence and other emerging technologies into the production process—all while ensuring the balance of craft, speed and efficiency that brands rely on to deliver personalized, culturally relevant content to their audiences.

Carey’s presence on the team is a foundational step in a broader Media.Monks strategy to infuse AI into every capability across an end-to-end production pipeline—a transformation that is Studio-led. As AI pushes traditional, FTE-based models into obsolescence, Carey and his team will build the blueprint for the next studio model, combining both tech and talent to revolutionize the full spectrum of creative content production.

Media.Monks was recently named one of Adweek’s Fastest Growing Agencies for the fourth year straight, and is the operating brand of S4Capital, which reported revenue of almost £1.1 billion in 2022. With a foundational mission to disrupt the digital marketing and technology industry with a single, unitary structure, Media.Monks offers clients seamless access to an 8,550-strong team of multidisciplinary digital talent organized across 57 talent hubs in 32 countries. The Studio.Monks, a team of creative content experts from around the world, exhibits this unified vision by gathering expertise in film, photography, animation, sound, virtual production and more.

“AI has rapidly upended the creative process in the last year, significantly raising client expectations for personalized, relevant creative,” said Dave Carey. “When it comes to innovating with AI to enhance creativity, talent and operational efficiencies, Media.Monks is far ahead of its peers. I’m excited to join the team and step into my new role, which will give me the chance to draw on experience in client services, client operations and growth to help us set the standard for the new age, new era model transformed by AI.”

“I am thrilled to welcome Dave Carey to the Media.Monks team,” said Bruno Lambertini, Co-CEO, Content. “In our journey to deliver exceptional creative experiences to clients and their audiences around the world, Dave’s leadership will play a crucial role in revamping our approach to supporting best-in-class talent with the latest cutting-edge technology available to us right now.”

“The AI revolution is driving the urgent need for owned, proprietary models built on brands’ tone of voice and creativity,” said Wesley ter Haar, Co-CEO, Content. “Dave Carey combines the passion to innovate with deep expertise in building embedded brand solutions, which together will help us chart a path forward for the AI-infused pipelines that brand leaders need.”

Dave Carey is a growth- and operations-oriented leader and a veteran of the digital advertising and marketing services industry, particularly when it comes to building up embedded, bespoke in-house agencies for regional and global brands. Carey’s previous roles include Partner & Managing Director at Dash Agency and President, Canada at OLIVER Agency. Most recently, Carey served as President, Canada & Managing Director Growth NA at Hogarth.

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PubMatic is First Sell-Side Technology Provider to Offer Powerful Experian Commerce Data in Both the US and UK

GlobeNewswire — Mon, 06 Nov 2023 13:01:05 +0000

PubMatic, an independent technology company delivering digital advertising’s supply chain of the future announced a groundbreaking data collaboration with Experian, the world’s leading global information services company. The collaboration marks a major milestone in the advertising industry, as PubMatic becomes the first sell-side technology provider of Experian marketing data in both the US and UK, providing its clients with unique household-level commerce media targeting capabilities.

Experian’s syndicated audiences encompass a wealth of information including consumer demographics, spending models, property data, and automotive audiences, complemented by the extensive, cross-channel insights offered by Experian’s Mosaic segments. These unique and privacy-centric insights will revolutionise how media buyers harness data-driven marketing strategies across commerce media to engage their target audiences.

Furthermore, this collaboration will allow advertisers to take advantage of Experian’s consumer data and audience insights across all of PubMatic’s premium omnichannel inventory including mobile, web, in-app, and connected TV (CTV). This collaboration marks the first time this data is available in the programmatic ecosystem at the household level in the UK, rather than at the postcode level.

“By integrating Experian’s robust commerce data into our platform, we give our customers an unprecedented competitive edge by empowering them with a deeper understanding of their target audiences as well as market-leading targeting capabilities, while remaining privacy-centric,” said Peter Barry, VP, Addressability & Commerce Media at PubMatic. “We are looking forward to working with brands and agencies and helping them to make the most of this exciting new collaboration and a first for the industry.”

PubMatic’s sell-side targeting capabilities combined with Experian’s comprehensive consumer insights will enable media buyers to optimise their campaigns, drive higher engagement rates, and maximise ROI. With access to detailed consumer behaviour insights, such as shopping preferences and transaction details, advertisers will be able to refine their marketing strategies and implement more precise targeting, and more personalised messaging to specific audiences, via PubMatic’s Connect platform.

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“We believe that by integrating with PubMatic we can unlock tremendous value for media buyers, empowering them to leverage our consumer insights to accurately and effectively plan and deliver campaigns that advertisers have long wished for, but seldom found possible,” said Colin Grieves, Managing Director of Marketing Services UK&I at Experian. “This collaboration will pave the way for innovative marketing campaigns that connect with audiences at a deeper level, driving increased ad relevancy for consumers and stronger engagement for brands.”

PubMatic and Experian are committed to driving digital transformation and delivering unparalleled targeting capabilities to media buyers. This collaboration sets both companies on a path to shape the future of data-driven advertising and revolutionises the commerce media landscape.

[To share your insights with us, please write to sghosh@martechseries.com]

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New Generative AI From Amazon

AIT Staff Writer — Mon, 06 Nov 2023 11:30:16 +0000

Amazon’s latest generative AI software

There has always been an element of art to advertising, and soon that will become much simpler.

Significant improvements in the effectiveness of digital advertising have been made over the past two decades thanks to the development of data science, analytics, and artificial intelligence (AI). However, a poll conducted by Amazon in March 2023 revealed that among unsuccessful marketers, roughly 75% said that creating ad creatives and selecting a creative format were their major obstacles.

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Improved search functionality

According to Colleen Aubrey, senior vice president of Amazon Ads Products and Technology, producing engaging and differentiated creatives can increase cost and often requires introducing additional expertise into the advertising process. At Amazon Ads, we are constantly considering new ways to improve the advertising experience for our customers and reduce friction for our advertisers.

For this reason, Amazon Ads has released an experimental picture-generating feature, a generative AI solution meant to break down barriers to creativity and allow marketers to generate lifestyle photos for use in their advertisements. Advertisers may use white backdrop photographs of their product (a toaster, for instance) that stand on their own. Click-through rates for mobile Sponsored brand advertising can be up to 40% higher when the advertised product is shown in a lifestyle setting, such as on a kitchen counter next to a croissant.

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Features

This approach benefits marketers of all sizes, helping those without in-house resources or agency backing to more readily generate brand-themed images while also assisting larger firms in their pursuit of streamlined creative creation processes. The picture-generating feature is straightforward to use and requires no technological skill.

When an advertiser selects a product in the Amazon Ad Console and clicks the Generate button, generative AI is used to quickly generate a collection of lifestyle and brand-themed pictures based on the product specifications in a couple of seconds. The picture may be fine-tuned by responding to brief text prompts, and it is possible to quickly generate and test numerous variants to find the one with the best performance.

Read: AI and Machine Learning Are Changing Business Forever

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Zespri Partners With SeenThis to Further Minimize CO2 Emissions From Digital Campaigns

AIT News Desk — Wed, 01 Nov 2023 18:51:56 +0000

New Zealand-based growers’ cooperative, Zespri Group, its media agency, Mindshare, and adaptive streaming specialist, SeenThis, are pointing the way for advertisers seeking to balance greater sustainability and media performance, with the announcement of remarkable emissions savings from the recently-concluded ’Zespri SunGold’ campaign.

Zespri, the world’s largest marketer of kiwifruit, sells its products in more than 50 countries. Sustainability is a major focus for the company – it sits at the heart of its purpose to help growers, communities, consumers and the environment thrive.

Streamed with SeenThis technology, the French “Zespri SunGold” campaign – which consisted of a series of IAB formats utilizing high quality video and images in display ad spaces – used an average of 39 per cent less data compared to delivering the same quality creative using conventional technology, which results in 12 per cent lower carbon emissions associated with delivering the creative.

Nor did the campaign sacrifice performance for greater sustainability: it saw a video start rate of 85 per cent and a completion rate of 77 per cent for its best-performing formats.

SeenThis proprietary adaptive streaming technology actively reduces the amount of data required to deliver content, eliminating “data waste” – data transferred unnecessarily, not “consumed”.

Ads load instantly with the streaming being adapted to the users’ conditions and the assets optimized for the highest quality that can be perceived by the human eye. This is not only much more efficient from a media performance point of view, but is also a more sustainable way of delivering digital advertising.

Mohamed Akouh, Senior Display & Programmatic Strategist at Mindshare said: “Mindshare has worked hand in hand with SeenThis and Zespri to achieve better display performance while positioning itself at the forefront of innovation in sustainable advertising. We are very pleased with the results and the potential of SeenThis technology, which enables us to actively minimize the carbon footprint of campaigns while improving media performance.

“This partnership is part of Zespri’s approach to better understand the carbon impact of its media campaigns, and to reduce it,” said Mélanie Lacomme, Marketing Manager France for Zespri. “We began this process in 2021 by measuring the carbon impact of our campaigns with GroupM, choosing advertising agencies based on their performance but also their commitment to carbon reduction initiatives. Every year, we try to go one step further, aiming now also at reduction and not only compensation.”

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WeAre8 Appoints Senior Vice President of Sales to Lead Commercial Partnerships in the USA

PR Newswire — Tue, 17 Oct 2023 12:59:19 +0000

WeAre8, the world’s only sustainable social media app with a mission to unite 1% of the people on our planet to make a positive impact every day, is pleased to welcome Ben Rabunski as Senior Vice President of Sales, USA.

Rabunski is a seasoned media executive with over 15 years of expertise in digital sales and management experience, specializing in media, digital advertising and branded content partnerships.

Previously serving as Vice President of Integrated Sales and Strategic Partnerships at TelevisaUnivision, Ben oversaw digital video, social, and content sales, focusing on creating immersive, character-driven content for the Hispanic community. His prior roles include Vice President of Brand Partnerships at StreamElements, Senior Director of Brand Partnerships at Group Nine Media, Director of Client Strategy at Amazon, and Senior Director of Brand Partnerships at WarnerMedia, where he consistently demonstrated his ability to deliver innovative content partnerships for brands.

Reporting to Lizzie Young, WeAre8’s Global Growth Officer & CEO – APAC, Rabunski’s role will lead the commercial strategy and partnerships for WeAre8 in the USA, replicating the success that the new wave of positive and transformational social media is delivering brands in the United kingdom and Australia.

On the appointment, Lizzie said, “Bringing Ben on board as our Senior Vice President of Sales marks a pivotal moment in our journey. Ben’s wealth of experience in digital and remarkable sales acumen make him the ideal leader to cement our arrival in the USA. His expertise will be instrumental in shaping the future of our company and propelling us toward even greater success in our mission to unite people for positive change.”

Ben said, “I’m thrilled to join such an innovative company that is deeply committed to serving as a conduit for US brands to layer purpose-driven social activations into their marketing mix. There is a huge opportunity for Fortune 500 brands to join us in our mission to drive social change by giving back to people, charities and our planet.”
WeAre8 ushers in a new era of social media – a home base that supports the community economically and emotionally and makes it fun and easy to take collective action at a scale. On WeAre8, authenticity is valued over trends, there is zero tolerance for hate and 60% of advertising revenue is shared back with the community, charity and in support of climate change solutions with every video ad viewed.

Since launching in the UK, Australia, New Zealand and most recently the USA, WeAre8 has achieved many impressive feats. Redirecting hundreds of thousands of dollars back to citizens and charities through its transformational advertising experience, while offsetting more than 1000 metric tons of carbon in the last 12 months by making every ad-campaign placed on the WeAre8 app carbon neutral.

WeAre8 was created by tech entrepreneur, Sue Fennessy, who also founded and led NY based media data aggregation business, Standard Media Index. WeAre8 was released in the USA on August 8 with the backing of more than 16 impactful charities including Feeding America, Charity Water, Save the Children, and Educate Girls, with its release supported by a partnership with Warner Bros. Discovery.

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airSlate Acquires Instapage

Business Wire — Fri, 13 Oct 2023 07:40:18 +0000

Acquisition unlocks new market opportunities and expands existing portfolio of business productivity products to include industry-leading marketing automation solution

airSlate, a leading provider of business productivity and automation solutions announced its acquisition of Instapage, an innovative company which offers scalable solutions that empower marketers to create personalized landing pages. This strategic move broadens airSlate’s existing product portfolio by introducing a cutting-edge solution that enhances the digital advertising outcomes of businesses by automating the creation of conversion-optimized landing pages. airSlate is currently valued at over $1 billion, and the company’s suite of products serves over 100 million users around the world.

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“Instapage’s alignment with airSlate’s mission, centered on intuitive and cost-effective automation of critical business and marketing operations, will bring tremendous value to businesses across industries”

As the modern consumer increasingly relies on the Internet for product research and purchase decisions, the significance of well-optimized landing pages to convert potential prospects into customers has grown exponentially. Instapage, with its proven track record, has assisted numerous businesses, including industry giants like Verizon and other forward-thinking companies like Lattice, in improving their digital advertising performance by offering personalized landing pages designed for high conversion rates.

Borya Shakhnovich, CEO and co-founder of airSlate, emphasized the company’s commitment to enabling businesses to work efficiently, scale effectively, and unlock their full potential. He stated, “Our suite of solutions is purposefully crafted to empower businesses with enhanced productivity. We are thrilled to incorporate Instapage’s capabilities to further bolster our support for our customers’ business automation requirements.”

airSlate boasts a successful history of acquiring companies and elevating their market reach and revenue. Recent acquisitions, such as SignNow, a prominent e-signature company, US Legal Forms, housing one of the largest collections of online legal forms, and DocHub, a versatile PDF annotator and e-signature tool, have all experienced remarkable growth and substantial revenue increases under airSlate’s ownership.

“Instapage’s alignment with airSlate’s mission, centered on intuitive and cost-effective automation of critical business and marketing operations, will bring tremendous value to businesses across industries,” said Saranya Babu, General Manager of Instapage. “As more and more businesses optimize their marketing technology stacks to streamline and automate their workflows, the combination of Instapage’s product expertise and airSlate’s robust ecosystem will accelerate and expand the support for customers seeking to simplify key business processes through automation.”

Following the acquisition, Instapage will continue to operate as a business unit under the airSlate umbrella. Financing for the acquisition was provided by Silicon Valley Bank (SVB), a division of First Citizens Bank. Terms of the transaction were not disclosed.

[To share your insights with us, please write to sghosh@martechseries.com]

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CyberAgent Selects Dell Technologies for Developing GenAI and ML Infrastructure for Digital Advertising

PRNewswire — Thu, 28 Sep 2023 11:12:19 +0000

Dell Technologies announces CyberAgent, a major digital advertising company in Japan, has selected Dell servers as the key IT infrastructure for powering its generative AI (GenAI) development and capabilities.

CyberAgent’s “Kiwami Prediction AI” service maximizes advertising effectiveness. It uses the company’s own large language models (LLMs) to create advertising text tailored to individual tastes and advertising mediums. The service also uses AI to forecast advertising results before distribution.

New Dell PowerEdge XE9680 servers, equipped with eight NVIDIA H100 Tensor Core GPUs, have improved the performance of CyberAgent’s LLMs by 5.14 times when compared to its previous model. This improved performance will help CyberAgent deliver richer, more effective advertising content.

“We develop, research and incorporate AI into our business and the services we offer,” said Daisuke Takahashi, solution architect, CIU, Group IT Department, CyberAgent, Inc. “We’ve used Dell PowerEdge servers to power our AI platforms for many years. Adding Dell PowerEdge XE9680 servers to our IT foundation will help us further use AI to best serve our clients.”

Announced last November, the PowerEdge XE9680 servers make it possible to update CyberAgent’s LLMs faster and more frequently. CyberAgent can also perform high-speed fine-tuning of machine learning models according to the latest datasets.

One of the reasons for selecting Dell Technologies servers is that Dell can provide sophisticated maintenance support, such as delivering on-site support within four hoursⁱ.

CyberAgent provides the Internet advertising business with the top market share in Japan as well as delivers the new futuristic Internet TV named “ABEMA.” They continue to expand their business while creating new businesses in line with changes in the Internet industry. In 2016, they established the research and development organization named “AI Lab.” In addition, they are working on research and development aimed at social implementation and academic contribution.

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