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Vibrant News

Google Topics Will Require Supplemental Signals to Succeed

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Curated News from AdWeek on August 24, 2022

Since Google first announced Topics API, their new solution to help the advertising industry cope with the loss of third-party cookies, it has been met with mixed reviews.

On GitHub, Google even admits that “the mapping of sites to topics will not always be accurate” and the “training data is imperfect” since it’s created by humans—Google is rocking the digital advertising industry as we’ve known it, but the intention of Topics is only for “the labeling to be good enough to provide value to publishers and advertisers, with iterative improvements over time.”

Privacy-safe should not equate to “not always accurate.” Privacy is nonnegotiable as we move into the next phase of online advertising, so our infrastructure has to put privacy first without jeopardizing the precision and accuracy that are required for performance.

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Targeting and transparency: Marketing privacy-forward advertising

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Curated News from Smart Brief on August 24, 2022

John Wanamaker’s famous quote: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half,” is in need of an update.

For some advertisers, it could be as high as 80% of my advertising is wasted, given the dismal match rates of third-party cookies. The headlines touting the final demise of this technology are everywhere, but few seem to realize that third-party cookies are already effectively dead.

With the release of iOS 14.5 last year, Apple began implementing features to prohibit third-party tracking. Android will be implementing this feature in the near future. Safari and Firefox already block third-cookies, so by the end of 2024, Google will simply be the final nail in the coffin when Chrome blocks user IDs for third-party vendors.

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Vibrant Media Releases Sell-Side Contextual Targeting Solution

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Curated News from Global News Wire on July 19, 2022

NEW YORK, July 19, 2022 (GLOBE NEWSWIRE) — Vibrant Media, the technology company that addresses the full range of agencies’ and marketers’ contextual data and privacy-safe advertising needs, today announced its sell-side solution within the Quintesse platform. Publisher ad network, Concept.dk, is an early adopter of the solution, leveraging it to more granularly categorize its publishers’ pages in real-time and push the contextual inventory key-values into the programmatic ecosystem.

Concept.dk, which works with publishers like Tipsbladet.dk, valdemarsro.dk and Aller Media, has offered its publishers contextual categorization and targeting capabilities to help diversify their revenue streams for more than 10 years. By integrating the Vibrant Media Quintesse platform into their network, their publishers with content on a broad range of topics are able to categorize their pages with unprecedented precision. Campaigns that applied Quintesse have seen up to double engagement rates for the publishers’ advertisers which ultimately leads to higher ad fill rates and more revenue for the content creators.

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MarTech Interview With Brandon Rea, VP of Sales at Vibrant Media

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Curated News from MarTechSeries on July 1, 2022

Welcome to this MarTech Series chat, Brandon, tell us about yourself and your role at Vibrant Media.

I started my career in media at Beyond Interactive in 1998, which was one of the first “interactive advertising” agencies. After we sold to Mediacom during the dot com bubble in 2001, I moved over to the vendor side and have been selling ever since. I’ve represented publisher direct, DSPs, mobile adtech data and video as well as AR/VR at an individual contributor and executive level. My fondest memories of my career were at Vibrant Media from 2007-2013. I’m excited to return to Vibrant as VP of Sales. The company has really modernized the tech focusing on scale, transparency and precision in the contextual advertising space.

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What advertisers need to focus on as they prepare for the metaverse

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Curated News from VentureBeat on April 4, 2022

Web3 is here and the metaverse has arrived along with it. It is no secret that this “embodied internet” is increasingly becoming an important channel for companies around the world, but most do not know how to interact with it yet. Even though it is still in early development, the metaverse holds the opportunity for brands to redefine how they interact with consumers and ensure long-term success in the future. Brands can’t afford to not plan today for the experiences they will deliver in the metaverse for years to come.

Advertising and marketing in the metaverse particularly require a smart approach to ensure ads are relevant, respectful, contextualized and reward-based. Brands will be expected to provide real value and embed themselves seamlessly into the context of the environment that surrounds them.

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