News from IAB Tech Lab; Mblox; Mobiquity Networks; Fyber; engage:BDR; and Cintell-Bombora
Alanna Gombert Joins IAB in New Role as Deputy General Manager, IAB Tech Lab, and Vice President, Technology & Ad Operations.
The IAB Technology Laboratory has appointed Alanna Gombert (pictured left), ad tech innovator and programmatic pioneer, to the newly created position of Deputy General Manager, and Vice President, Technology and Ad Operations, IAB. In this leadership role, Gombert will work in concert with Scott Cunningham, IAB Tech Lab General Manager and IAB Senior Vice President, Technology and Ad Operations, to guide the future of the ad technology research and development consortium worldwide.
“Alanna has been a strong advocate of ad technology and global standards for many years and I am very pleased she is joining us,” said Cunningham. “As founder and co-chair of the IAB Programmatic Council, Alanna has a longstanding history of collaborative leadership in the industry. Her intellect and energy will be incredibly valuable to the IAB Tech Lab, and she is exactly the type of dynamic market leader whom we want on our team.”
Gombert was most recently CEO, Gombert Consulting, a full-service digital media consulting agency headquartered in New York City. Before that, she was at Omnicom as Managing Director of Digital Investment, creating and running the company’s programmatic supply platform and inventory portfolio services. Previously, as Head of Digital Sales and Strategy at Condé Nast, she founded CatalystDesk, the publisher’s digital media trading platform. While there, Gombert brought media brand to the forefront of programmatic with executions such as live streaming fashion shows and more.
Earlier in her career, Gombert worked for Google by way of Admeld, where she ran the trading desk, and agency and demand-side platform relationships, helping to grow RTB from an idea to a thriving business. Prior to Admeld, Gombert worked at Right Media, the first online advertising exchange, where she focused on ad selection algorithms and market dynamics. Right Media was acquired by Yahoo in 2007. Other work includes stints with Nielsen, DoubleClick, and JPMorgan Chase.
“I am delighted to be joining Scott in leading the IAB Tech Lab,” said Gombert. “The Tech Lab is at the front lines of the integration of digital, data, and storytelling. As opportunities and challenges in interactive advertising emerge, the IAB Tech Lab will be well-positioned to develop global solutions that allow the industry to overcome hurdles and maintain a strong growth trajectory.”
About the IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.
Mblox Unveils New Generation Messaging Infrastructure: Atlas.
Mblox, Inc., the largest provider of cloud-based mobile messaging, announced today the availability of its new generation messaging infrastructure, Atlas. The future-proof infrastructure reinforcing the company’s position as a global leader by providing users with best in class reliability, security and performance.
Atlas, the result of a multi-million dollar investment and development initiative, provides enterprises the assurance that messages will be sent using the most reliable and secure direct routes available today, while also providing the highest levels of data security in the industry. Additionally, with Atlas, enterprises will have a greater ability to analyze back-end data, enabling a deeper understanding of the effectiveness of marketing and customer care campaigns.
Mblox has long focused on offering businesses a simple, one-stop global solution to meet strategic mobile messaging needs. Atlas’ easy-to-integrate infrastructure enables enterprises and brands to achieve a return on investment faster and more reliably than ever before.
In addition to these benefits, enterprises will have access to Atlas’ full suite of offerings, including:
· New API’s and tool set, which make it easier than ever for companies to connect and send mobile messages globally by using a single API or through a self-service campaign tool. Atlas supports SMPP, HTTP and REST.
· Geo-redundant data centers located across the globe, which ensure fault tolerant performance and compliance with data protection and safe harbor laws.
· Industry-leading customer portal, which provides an easy, convenient and secure way for enterprises and brands manage their account at anytime, anywhere.
· Ultra-low latency, which includes a best in class request-to-response time and end-to-end delivery time so customers can send and deliver messages faster, allowing for one of the highest conversion and read rates in the industry.
· More connections to more destinations, which allows customers access to the vast majority of the global GDP on routes Mblox owns, manages and monitors.
The development of this infrastructure is important for the industry as it prepares for significant growth. In 2015, Mblox delivered a record seven billion mission-critical messages and anticipates significant growth in the coming years. This increased use of messaging comes from a global hyper-focus on consumer experience and the fact that consumers are on mobile phones more than three hours a day.
“Leveraging new technological breakthroughs, we have created Atlas, an infrastructure and process standard, which will revolutionize the industry. At Mblox, our relentless pursuit of cutting-edge innovation empowers customers to better engage their audiences and drive optimized value,” said Mblox CEO Tom Cotney (pictured above left). “It is gratifying to see the commitment that our employees have to our customers. It is clear that as leaders, we will not be caught by competition.”
Mblox is the largest provider of cloud-based mobile messaging in the world, trusted by more companies to carry their mission-critical traffic than any other service. As the industry’s most experienced Tier One SMS aggregator, Mblox specializes in the unique demands of large-scale mobile messaging programs and are known for providing reliable, uncompromising connections. By creating positive brand experiences, Mblox helps clients transform numbers into profitable relationships with their customers.
Mobiquity Networks Announces Compliance with Google’s Latest Eddystone Beacon for Chrome. Advertisers and Brands Can Deliver Proximity-Based Campaigns to Any Mobile Device Via Google Chrome or iOS Apps, Triggered by Physical Surroundings.
Mobiquity Networks, a network of retail mall-based mobile advertising beacons and a wholly owned subsidiary of Mobiquity Technologies, Inc., announced that its beacons are now compliant with Google’s latest Eddystone protocol for Chrome.
Mobiquity Networks is bringing the “physical web” to retailers and brands as a turn-key advertising solution. The company will expand the scope of the physical web through its strategic partnerships with premier shopping malls, cinema theaters and publishers so advertisers can quickly scale and turn millions of beacon sightings into advertiser-friendly marketing events. The significance of Mobiquity Networks’ Eddystone beacon compliance is that retailers and advertisers can now engage any mobile device with Google’s Chrome browser installed — in addition to engaging retailer or relevant shopping apps.
“Traditional beacon companies build platforms to manage beacon hardware, but at Mobiquity Networks we have also added our turn-key proximity marketing platform on top. Our campaign platform takes beacon location information and turns it into actionable marketing events that can be utilized by the world’s largest advertisers,” said Dean Julia, co-CEO of Mobiquity Networks (pictured above left). “This additional layer, plus the massive scale of our beacon footprint in the U.S., is our unique advantage and is at the core of Mobiquity’s value.”
Mobiquity Networks has exclusive agreements in 475+ premier shopping malls and 300 movie theaters in the U.S to operate its beacon-triggered mobile ad network. The ad network footprint represents 400 million mall shoppers monthly and provides advertisers with the opportunity to deliver targeted marketing messages to shoppers at precisely the right place and time – just as they are deciding which retailers to visit and what brands to buy. Mobiquity Networks’ beacons will have the ability to broadcast in both iBeacon (Apple) and Eddystone (Google) simultaneously.
About Mobiquity Technologies
Mobiquity Networks, is a wholly owned subsidiary of Mobiquity Technologies, Inc. (OTCQB: MOBQ) Mobiquity operates a nationwide location‐based mobile advertising network of beacons with exclusive agreements in 475+ premier US shopping malls, reaching more than 400 million shoppers monthly. Coupled with Mobiquity’s integrated suite of leading‐edge location based mobile advertising technologies, retail and entertainment brands can execute personalized and contextually relevant mobile ad experiences, driving brand awareness and incremental revenue. Mobiquity’s vision is to build out mobile advertising solutions to create “smart malls” in retail destinations across the U.S. using Bluetooth‐enabled iBeacon technology.
Fyber Launches Open Mediation Program
Fyber, a mobile advertising technology platform, announced the launch of Fyber Open Mediation, a program designed to empower app developers and publishers to work directly with the widest variety of quality ad network partners. Fyber is launching with Tapjoy as its first Open Mediation partner, with NativeX, Loopme, and others to come on board soon.
Ad network mediation is the new normal for publishers — but many still struggle to find the optimal number of networks to achieve maximum yield, while minimizing the costs associated with integration, maintenance, SDK weight, and memory consumption. There is also the challenge of ensuring that the demand partners they choose are backed by quality inventory and reliable technology.
Fyber Open Mediation is built on the premise of One Platform, Open Access — meaning publishers can find, integrate and optimize demand from ad networks around the world, with the reliability, ease of access and oversight of a single, trusted mediation provider.
For ad networks, Fyber’s Open Mediation means that they can now control building and maintaining their own mediation bundles by following a transparent, standardized process, which ensures reliability of the integration.
“At Fyber, we are continually pushing to streamline and evangelize the mediation process,” said Jim Schinella, Chief Business Officer of Fyber (pictured above left). “With Open Mediation, we are re-imagining the core process of how publishers, ad networks, and mediation platforms work together.”
Fyber is a mobile advertising technology company headquartered in Berlin, Germany, with an office in San Francisco. Fyber is devoted to solving the fundamental business challenge faced by freemium app and game developers, generating sustainable revenue streams through ad monetization across all connected devices. Built by developers for developers, Fyber’s unified platform serves over 500 million monthly active users and empowers thousands of the world’s leading app developers and publishers to integrate, manage and optimize all ad revenue sources across mediation, exchange and ad serving. Fyber is investing for the long term to build the platform that will fuel the app economy of the future.
Mona Jalali Promoted to VP, Inventory Quality at engage:BDR
New Role Will be Dedicated to Sourcing Key Premium Inventory, Growing Direct Relationships, and Focusing on Traffic Quality Initiatives.
engage:BDR, a cross-device display and video advertising solution provider, announced the promotion of Mona Jalali (pictured left) to vice president, Inventory Quality. The announcement was made by Ted Dhanik, President and CEO of engage:BDR.
“Throughout her tenure at engage:BDR, Mona has been instrumental in publisher development and advertising operations,” said Dhanik. “As our industry calls for a clean up of inventory across the ecosystem, it was imperative that we create a role solely dedicated to guiding our efforts on further developing quality offerings and building the types of strategic publisher relationships that will allow us to remain industry leaders.”
Jalali joined engage:BDR in 2010 and has assumed a variety of roles over the past six years, starting in Advertising Operations and eventually growing to oversee all Publisher Development and Advertising Operations functions as Director, Media. Her industry experience in inventory management, analytics, digital strategy and advertising operations make her a natural fit for the VP of Inventory Quality position. Prior to engage:BDR, she served as sales administrator and account manager at Fox Audience Network. Mona received her bachelor’s degree in Business Administration with a concentration in Finance at Cal State Fullerton.
As VP of Inventory Quality, Jalali will be overseeing initiatives to expand current publisher relationships as well as widen the current roster by forging new relationships. She will guide efforts to develop publisher revenue for strategically chosen partners, as well as maintain and develop programs designed to ensure quality, including antifraud programs.
Jalali also plans to leverage her publisher-facing experience to continue to work with product managers to build out technology offerings like yield optimization and incremental ad units while simultaneously ensuring that demand partners receive top tier, highly viewable and high value placements. The engage:BDR team works directly with publishers to secure and develop premium inventory while building out industryleading technology, such as auctioning and outstream services.
engage:BDR was one of the first companies to become independently audited to the QAG standards and is in the process of obtaining IQG certification. They continue to work progressively with publishers to combat factors which negatively affect inventory quality. This appointment adds an additional layer of protection and commitment to their clients to access a curated selection of quality publisher inventory and combat fraud.
Founded in 2009, engage:BDR is a cross-device advertising solution company, consistently recognized for powering outstanding, integrated Display and Video ad experiences. The world’s top advertisers and comScore’s top 1000 publishers depend on our innovative advertising and managed service solutions to drive KPIs ranging from the greatest reach to the longest time spent with media. Our industry-wide role and collaboration to deliver innovations that make advertising and publishing better is core to our mission! Founded by several of the industry’s top pioneers, the company is private, profitable and growing.
New Partnership Delivers Bombora’s Intent Data Insights to Cintell SmartPersonas to Empower Marketers With Critical Topics of Interest of Target Buyers
SaaS customer intelligence company Cintell announced an exclusive partnership with Bombora, a provider of intent and demographic data for Business-to-Business (B2B) marketers. Bombora’s intent data insights are now immediately available within Cintell’s SmartPersona™ Customer Intelligence Platform, arming marketers with key topics of interest across industries for each of its buyer personas.
According to B2B sales and marketing analyst firm, SiriusDecisions, the top challenge for B2B marketers when creating buyer-centric content is a lack of persona-based insights. The Bombora Cintell partnership solves this problem for content marketing teams by identifying the most relevant business topics for a given persona segment based on industry-level intent.
“We are thrilled to partner with the leaders in B2B intent data to bring these important external content insights to Cintell users and partners,” said Cintell co-founder and CEO Apparao Karri (pictured above left). “B2B organizations spend millions each year developing content and campaigns for audiences. With this partnership, marketers can now understand what will best resonate with each of their persona segments, crafting relevant and more effective marketing messages.”
Bombora’s co-op of premium publishers monitors approximately 9.3 billion monthly interactions across 1.2 million companies on 2,500 topics. These insights are available within each Cintell SmartPersona™ giving users access to an unprecedented collection of intent data to understand the most critical, top-of-mind issues for their audiences.
“This is a brand new type of analysis for Bombora — it’s the first time our intent data has been used to provide a view of trending topics by industry,” said Bombora founder and CEO, Erik Matlick. “Having this view will enable marketers to, first and foremost, build out richer customer personas and use these insights to develop more effective content strategies and execute more contextually relevant account-based marketing campaigns.
Matlick added, “More broadly it fuels the conversion of marketing and sales. Using Cintell’s intent data infused SmartPersonas™ enables marketing and sales to identify and develop strategies to ‘close the loop’ with their top prospects. In the long term, it could also aid the understanding of industry purchasing cycles through historical analysis.”
In a recent industry benchmark study conducted by Cintell, companies who exceeded lead and revenue goals were found to be nearly twice as likely to include content topic preferences in their personas than companies who missed lead and revenue goals.
Cintell is a SaaS technology company on a mission to help businesses better understand their buyers. The company’s cloud-based customer intelligence solution enables companies to compile a rich buyer knowledge base and easily share the insight with stakeholders, making customer-centricity available and relevant for the whole organization. The proprietary Cintelligence™ process works by allowing businesses to capture and analyze voice-of-customer research, add actionable third-party data, continuously validate and maintain these insights, and publish live, digital SmartPersonas™. With integrations into existing business workflows and systems, Cintell aggregates and delivers rich, contextual customer insights companywide. The company was founded in Boston in 2014.
Bombora’s data aligns marketing and sales teams, enabling them to base their actions on the knowledge of what companies are in market for which products. The source of this data is the first cooperative of Premium B2B Media companies. Members contribute content consumption and behavioral data about their audiences. In turn, they can better understand their audiences, serve advertisers and monetize their inventory.
Bombora is a privately funded, profitable, global company based in New York City.
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