Flashtalking New Hire; inMarket Hyper-Targets Shoppers; The DAA Launches App Choices en Espanol

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Flashtalking, an independent ad server, announced the appointment of Patrick DeAngelis as Chief Technology Officer (pictured left). DeAngelis takes the engineering helm as the company continues to drive innovation around HTML5 programmatic creative, cross channel ad serving, and campaign measurement unrestricted by the cookie and media buying biases. He leads a global development team that aims to deliver the next chapter of creative tech innovation to the worlds biggest advertisers and their agencies.

“Pat understands data-driven ad creative represents art and science that powers advertising that is more relevant for consumers and better performing for brands,” said John Nardone, CEO of Flashtalking. “He is a guy that had been in the thick of it from the earliest days in our industry and has always understood how tech can make for better advertising.”

DeAngelis brings two decades of ad tech engineering leadership experience, beginning his career leading agency-side technology practices, such as within Snyder Communications, before joining the founding team at Modem Media. On top posts at CentrPort and Infotrieve, he was responsible for advanced systems development before going on to lead the team at [X + 1 ], where he effectively began his path and his focus on systems and solutions for delivering highly personalized ad marketing solutions. The joining Flashtalking represents the next step in this journey.

The appointment also reunites DeAngelis and Nardone, who first collaborated at Modem Media, of which both were founders and then more recently at [X+1] (acquired by Rocket Fuel in August 2014).

“I’m joining a very strong team at Flashtalking, one very much on the frontlines delivering richer, data-informed, intelligent ad units and more powerful, unbiased analytics,” said DeAngelis. “My job is the ensure Flashtalking, as the world’s leading independent ad serving SaaS platform, also remains the innovation leader in DCO, video, and rich media across desktop, mobile, and beyond.”

The DeAngelis hire comes on the heels of several announcements, including the appointment of new CMO John Haake, a mobile ad serving partnership with Starcom MediaVest Group (SMG) in the UK and the acquisition of Device.

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in Market Offers Quantum Receptivity–It predicts when consumers are “due” for their next store visit and most receptive to brand messaging.

inMarket, a beacon proximity and location intelligence platform, announced Quantum Receptivity — the first product for digital advertising that predicts when consumers are “due” for their next store visit and most receptive to brand messaging. Quantum Receptivity uses beacon-level brick and mortar store visit data to reach consumers across mobile, digital and video channels.

Leveraging the inMarket proximity platform, Quantum Receptivity measures the shopping cycles for tens of millions of opted-in shoppers across categories such as grocery, entertainment, discount and auto, and determines when consumers have the highest proclivity to respond (i.e., when they are due for their next trip). Quantum Receptivity also skips over shoppers when they’re least receptive (i.e., after a shopping trip), creating a more efficient marketing spend for partners and a better experience for shoppers.

“Conventional targeting is demographic rich, but completely blind as to whether the audience is in a receptive mindset,” said Todd Dipaola, CEO, inMarket (pictured left). “We’re enhancing mobile advertising by reaching people when brand messages matter — and pausing ads for folks who aren’t in a relevant mindset. This creates a better experience for consumers, and a more efficient spend for the advertiser. Quantum Receptivity adds the element of timing to the hypertargeting mix that can only be created from inMarket’s reach and the freshest, most accurate shopping location data in the world.”

Quantum Receptivity has been in private beta for over a year and proven its ability to drive incremental trips for retailers and sales for brands. In beta testing, retargeting at the right moments based on offline shopping behavior translated to an 8% increase in store trips over the control group, and a 14% increase in dollars spent per trip.
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The Digital Advertising Alliance (DAA) launched “AppChoices en Espanol.”

The Digital Advertising Alliance (DAA) has launched “AppChoices en Espanol,” an updated version of its mobile app that provides access to the DAA’s transparency and choice mechanisms for Spanish speakers in the U.S. “AppChoices en Espanol” allows users to control the collection and use of cross-app data for interest-based advertising on the device on which the app is installed.

“The United States is the second-largest Spanish-speaking country in the world, and we want to be sure that Spanish speakers have the same access to the DAA’s tools as English speakers,” said Lou Mastria, DAA Executive Director (pictured above left). “AppChoices is the first cross-industry self-regulatory tool to address the twin issues of transparency and consumer control in mobile apps, and we are proud to build on that legacy of proactive privacy tools by providing the same level of transparency and consumer control in Spanish for U.S. audiences.”

“AppChoices en Espanol” provides an easy-to-use interface to allow users to set their preferences for data collection and use across apps for interest-based advertising and other applicable uses. Starting today, “AppChoices en Espanol” is available as a free download from the major online mobile app stores, including Google PlayTM, Apple App StoreSM, and Amazon Store.

Hispanic users are leading the adoption of mobile devices, according to a study from Specific Media and Starcom MediaVest Group, which showed that Hispanic Americans spent 42 percent of their total online time on a mobile device vs. just 33 percent for Non-Hispanic users. The same study showed that Hispanic Americans spend significantly more time online at 31 hours per week, compared to just 12 hours per week for non-Hispanic Americans. According the U.S. Census Bureau, there were 54 million U.S. residents of Hispanic origin in 2014, and 38.3 million people spoke Spanish at home in the U.S. in 2012, a 121 percent increase since 1990.

El communicado de prensa en Espanol es aqui.

About The DAA Self-Regulatory Program

The DAA Self-Regulatory Program (http://www.youradchoices.com) was launched in 2010 by the Digital Advertising Alliance (DAA), a consortium of the nation’s largest media and marketing associations including the 4A’s [American Association of Advertising Agencies], the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI), with the advice of the Council of Better Business Bureaus (CBBB). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for online data.

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