Tech Talk: TubeMogul and Tapad, AdAsia, Criteo, Amnet and RadiumOne

TubeMogul and Tapad: Enhanced sequencing

TubeMogul announced an APAC partnership with Tapad that will extend throughout Southeast Asia, with Singapore going live immediately.

The partnership will allow TubeMogul’s APAC clients to improve their reach, relevancy and connection with audiences by enhancing sequencing across devices thanks to Tapad’s Device Graph. The technology determines how devices are related to each other builds "a unified, cross-device view of behaviors and transactions".

Pierre Martensson, GM of Tapad APAC:

There is a tremendous demand from clients, partners and brands alike in APAC for truly unified cross-device solutions. With TubeMogul’s strong presence in this region, this partnership will play an important role in helping these regional clients better understand and market to users across screens.

Tai Morshed, TubeMogul head of enterprise sales (Southeast Asia): 

As consumers move from device-to-device seamlessly throughout their day, so too must our marketers as they execute their campaigns. Partnering with Tapad, the leader in cross-device technology, TubeMogul is able to directly address the need for a cross-device view. Better targeting and heightened efficiency results in cross-screen strategies that work harder for our customers throughout the region.

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AdAsia: Out-stream vertical video formats

AdAsia announced out-stream additions, collectively named Parallax, that are "nestled within a page or piece of content". The video ads activate when the ad space comes into view on a mobile device that's being held in vertical mode.

The formats (shown below) include:

• Vertical Video: A portrait-oriented video
• Video + Background: A floating landscape-oriented video placed on top of a background
• Basic Video: A simple landscape-oriented video ad

Parallax is added to the AdAsia Video Network’s existing out-stream, in-stream and rich-media offerings for desktop and mobile.

Kosuke Sogo, CEO and co-founder, AdAsia Holdings:

The large volume of mobile device usage in Asia means it’s important that marketers and advertisers reach their audiences through this medium—no matter how the user holds their device. Marketers often have to source for multiple vendors across the entire video advertising process. We wanted to simplify and equip clients with a transparent end-to-end solution that spans actor casting and video production to ad placement and campaign reporting.

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Criteo: Contextual ad generation

Criteo announced Kinetic Design, a patented ad-creation technology that it claims delivers "visually stunning, on-brand ads" that are optimised for every consumer and rendered in real-time without upfront work to define ad sizes or layouts.

The system translates each client’s brand identity and ad requirements into a "comprehensive, machine-based framework" and has the ability to generate more than 17 trillion visual design variations, the company said.

In a test of 44 billion impressions conducted by Criteo, Kinetic Design increased advertising engagement and boosted sales by up to 15 percent, according to the company.

Patrick Wyatt, senior vice president, product management, Criteo:

Kinetic Design allows marketers to achieve a strong brand identity, while still seeing the unmatched performance on which we have built our reputation. The combination of exceptional content and granular personalization with new branding and design capabilities will allow marketers to execute impeccable campaigns.

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Near integrates consumer data into Oracle’s BlueKai

Near, a location intelligence platform, announced integration with Oracle Data Cloud, making Near’s global audience data available through Oracle’s BlueKai Marketplace.

This will allow marketers to better reach target audiences, understand and improve their campaigns, and optimise media spends, according to the companies. The agreement also "dramatically expands" the global reach of Oracle’s Bluekai Marketplace with new audience sets.

Aditi Kohli, senior director for data partnerships, Near:

Location is a crucial data set for most brands today. Through our integration with Oracle’s BlueKai Marketplace, brands will now have unique access to audience sets built from location data that will help them target these audiences and benefit from an advanced understanding of their consumers.

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Amnet and RadiumOne collaboration

Amnet, Dentsu Aegis Network’s programmatic agency, and RadiumOne announced a data and platform collaboration across Southeast Asia.

The partnership will see RadiumOne’s proprietary mobile and sharing analytics software deployed across Amnet‘s clients, complementing existing technology to fuel paid media effectiveness, according to the companies. Amnet will also be able to use RadiumOne's unique interest and intent data, offering brands access to Web and mobile sharing data across the region.

Marc Langenfeld, regional director for Southeast Asia, Amnet:

RadiumOne’s proprietary tools include the unique ability to connect brands across earned, owned, paid and shared media, which is particularly valuable given the proliferation of instant messaging platforms across Southeast Asia. Over 74 percent of all sharing in the region now occurs via dark social channels.

Charlie Baillie, regional director, RadiumOne Southeast Asia:

RadiumOne and Amnet saw the opportunity to pioneer a programmatic strategy that truly complemented each other’s offerings. It is an exciting move and we’re looking forward to leading the way with Dentsu Aegis Network across the region.