The 10 Most Innovative Ad Tech Companies of 2022, February2022

VOL 02 I ISSUE 04 I 2022

Homes Smartified

THE

The Next Big Change

Promising Future

Most Innovative

How Storytelling can Enhance Brand Identity?

Embracing the Future of Ad Targeting

AD TECH Companies of 2022

Editor’s Desk T

oday, we are surrounded by advertisements. When checking your phone, watching something on television, going out for a walk, or buying groceries, advertising is all around. The only thing that has changed about advertisements is that they have become more technology-driven.

Advertising Simplified!

Undoubtedly, technology has changed the landscape of many sectors, and the advertising sector is not devoid of these transformations brought by it. AdTech has enabled businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams.

Today, AdTech has made it possible for advertisers to figure out the target audience more accurately and deliver ads to the most relevant audience at the right place and time.

Many AdTech companies have entered the market today with their path-breaking solutions. These companies are helping ad agencies, advertisers, and other businesses create, customize, measure, and manage campaigns to get the maximum return on investment (ROI).

What these AdTech companies do differently is they effectively serve people the ads based on the different goods or products or services they have browsed online recently.

They utilize data and digital tools most efficiently to retarget exactly the same thing that people are interested in.

These companies set themselves apart by being flexible.

They also decide how the ads look to capture the attention of the people. They use the latest technologies and innovations to direct particular ads to particular types of audiences.

Moreover, these companies minimize irrelevant ads and put forth the relevant ads to the relevant audience. Whoever is buying or selling ads, these AdTech companies make sure that they are reaching the right consumers with the right products and services. They use smart algorithms and crossdevice advertising for that purpose. They track users across a vast

range of web activities and accordingly target the ads on the devices of consumers.

The most fascinating part is that these AdTech companies smartly use the demand-side platforms (DSPs) to direct the ads accordingly. They automate the buy-side of AdTech according to DSPs. They also try to understand the economic facts and figures, as these numbers help them in making informed decisions. They keep track of the demand and supply in the economy. Better algorithms used by the AdTech companies lead to a better return on investment.

There are many AdTech companies in the market today that are delivering unparalleled experiences to businesses by boosting sales of their products and their overall profitability. Innovation and evolutionary approach is their central part.

In this edition of "The 10 Most Innovative Ad Tech Companies of 2021", we have enlisted some exceptional AdTech companies that are using innovative methods to simplify marketing and advertising.

On the cover, we have Yieldmo, an upbeat company that maximizes the value of advertising for buyers and sellers and strengthens the campaign of advertisers, and helps them in reaching out to the world with fewer and fewer cookies.

You will get to read about more such companies and their top-notch solutions in this edition. Also, make sure to flip through the articles and CxOs that give insights about AdTech.

Let's have a look!

Sharad Chitalkar sharad@insightssuccess.com

Cover Story

08

Embracing the Future of Ad Targeting

22

Articles

Revolution Ahead

Advertising in the Digital Age

16

Leader’s Viewpoint

How Storytelling can Enhance Brand Identity?

38

Marketing Insights

What Do You Know About the Modern Marketing Trends?

cxo

28

Expert’s Insights

Rethinking Traditional Training: The Forgetful Curve

18 Corum Digital

A Worldwide Leader in the Digital Signage Industry

24 IAdea

Enabling Organizations to build the Most Effective Workspace

30 No Boundaries Marketing Group Educating Small Businesses and Empowering them to Thrive

34 Reflect Systems

Creating Meaningful Connections Between Brands and People

40 Yodeck

Offering Professional Digital Signage for Everyone at an Unbeatable Price

Editor-in-Chief Hitesh Dhamani Managing Editor Anish Miller

Executive Editor Sharad Chitalkar

Assistant Editors Jenny Fernandes

Visualizer

Art & Design Director

Associate Designer

Co-designer

David King

Vishal Pawar

Shyam Sonawane

Revati Badkas

Senior Sales Manager

Business Development Manager

Kshitij S

Peter Collins

Marketing Manager

Sales Executives

John Matthew

David, Martin, Irfan

Technical Head

Business Development Executives

Jacob Smile

Steve, Joe, Saurabh

Technical Specialist Aditya

Digital Marketing Manager Marry D'Souza

SME-SMO Executive Amol Wadekar

Research Analyst Frank Adams

Database Management Stella Andrew

Circulation Manager Robert Brown

Technology Consultant David Stokes

sales@insightssuccess.com December, 2021

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Company Name

Featured Person

Brief

Amobee, Inc. amobee.com

Nick Brien, CEO

Amobee helps brands, agencies, and media companies unify audiences to optimize results across all TV, connected TV, and digital media, including social, to drive customers’ growth.

Basis Technologies basis.net

Shawn Riegsecker, CEO & Founder

Basis Technologies is a global provider of workflow automation, intelligence and programmatic trading software.

Corum Digital Corporation corumdigital.com

Adam Snider, Director of Sales & Marketing

Corum Digital Corporation is a technology company that focuses on creating innovative, highly reliable and easy-to-use digital technologies.

IAdea iadea.com

John C. Wang, Founder & CEO

IAdea is dedicated to the development of cutting-edge enterprise-grade Room Booking Panels, Kiosks and Signage Displays.

Integral Ad Science Inc. integralads.com

Lisa Utzschneider, CEO

Integral Ad Science is a global leader in digital media quality, ensuring that ads are viewable by real people in safe and suitable environments.

No Boundaries Marketing Group noboundaries.marketing

Christopher Amos, Owner

No Boundaries Marketing Group was founded on the basis of simplifying the marketing and advertising world for small to medium sized businesses.

Reflect Systems, Inc reflectsystems.com

Lee Summers, CEO

Reflect Systems are experts in developing place-based digital media programs that create meaningful connections between brands and people.

System1 system1.com

Michael Blend, CEO & Co-Founder

System1 combines the best-in-class technology & data science to operate the world’s most advanced Responsive Acquisition Marketing Platform (RAMP).

Yieldmo yieldmo.com

Mike Yavonditte, Founder & CEO

Yieldmo is an advertising technology company that operates a smart exchange that differentiates and enhances the value of ad inventory for buyers and sellers.

Yodeck yodeck.com

Vangelis Mihalopoulos, Co-founder & CEO

Yodeck is a screen-management platform, that allows you to power your screen with any type of content or widgets and instantly amaze your target viewers.

Mike Yavonditte Founder & CEO Yieldmo

Cover Story

Embracing the Future of Ad Targeting

“Providing a Smart Exchange that maximizes the value of advertising for buyers, sellers, and consumers.

“

W

e have come a long way since modern advertising began to take shape with the advent of newspapers and magazines centuries ago.

Digitalization has revolutionized the way businesses advertise their offerings, moving billions of advertising dollars to social platforms, websites, retail media properties, and various online mediums with large user bases.

Advances in technology have led to the inclusion of Artificial Intelligence as a means to study and analyze customer behavior and predict their future habits. Modern advertising companies use this data to reach their potential customers, combining the power of predictive data with attention-grabbing, ready-to-use ad formats that are customizable and straightforward to apply.

We at Insights Success came across one such company, Yieldmo. Yieldmo is a digital advertising technology company that increases the value of advertising inventory for buyers and sellers. It offers various products designed to drive optimal media performance to deliver high-quality ad impressions.

At the helm of Yieldmo is Mike Yavonditte, a private investor in the technology industry with investments in over 100 internet companies. He is the Founder and CEO of Yieldmo, where he has created a work culture that deeply cares about human-centered design principles to build bestin-class ad formats.

We got into a conversation with Mike to understand how the company is reimagining digital ads and preparing for the next massive shift.

Let’s take a deep dive into Yieldmo's journey till now.

A Concise Run-Through The mission of Yieldmo is to provide a Smart Exchange that maximizes the value of advertising for buyers, sellers, and consumers.

Yieldmo operates a Smart Exchange that differentiates and enhances the value of addressable and non-addressable ad inventory. It helps publishers monetize more efficiently and effectively, and unlock value for clients.

Yieldmo creates, measures, models, and curates campaigns for increased scale and performance as a leader in contextual analytics, real-time technology, and digital formats. By understanding how each unique impression behaves and looking for patterns and performance in realtime, the company drives real performance gains without relying on audience data.

The Best of the Best What sets Yieldmo apart from its competition is its technology and data. It combines privacy-compliant datasets with machine learning optimization, frictionless formats, and high-quality inventory to deliver higher performance for its advertisers. Its proprietary technology uses dozens of privacy-compliant signals on billions of impressions to create intelligently curated deals.

have seen vast improvement, as 100% of all curated campaigns deliver lift. On average, Yieldmo's proprietary technology lifts campaign KPIs 75% and over 80% on a cost- adjusted basis.

Yieldmo is making the advertising ecosystem better and more transparent by empowering all stakeholders to make educated decisions based on data. It is not biased to any one player in the ecosystem and never prioritizes one group at the expense of another.

The company helps advertisers unlock value from all of its products, matching inventory to the goals of their campaigns and delivering outstanding results, and helps publishers monetize their addressable and non-addressable ad inventory.

The Reimagination of Digital Ads

Over the last 2+ years across many different environments, Yieldmo has demonstrated that these curated campaigns outperform advertisers' existing media strategies. As a result of these efforts, smart marketers who leverage Yieldmo

Yieldmo was founded at the beginning of mobile advertising when most companies were simply repurposing their display creative and trying to make it fit on a mobile

“

Yieldmo's contextual approach helped us nd high performance impressions for a great value. They were both our largest trafc driver and conversion driver. Yieldmo's performance gave us great condence in the power of context as we move to a world with fewer and fewer cookies.

“

Cover Story screen. It realized early on that this was a bad user experience and set out to create a better one by diving deep into the area of creative design and development.

Mike wanted to make mobile, and ultimately all advertising, better through formats, technology, and data.

By combining formats, real-time infrastructure, and advanced analytics, Yieldmo delivers a better overall ad experience.

Today, Yieldmo has 16 patents: seven focus on data and measurement and nine focused on creative formats and function. Its visually stunning and page-enhancing ad formats understand user behavior such as scroll direction and other granular page details, feed the signals into machine learning models, and optimize the campaign in real-time.

Earlier this year, the company rolled out Frictionless Formats, which are ready to use, require no extra work or creative lead time, are transacted through Native or Video pipes, and are DSP hosted. Yieldmo has also recently introduced CineClip, a 100% exclusive new form of video inventory that renders whenever there’s an opportunity.

CineClip drives incremental revenue on any page with complete flexibility for Publishers and allows Advertisers to reveal their story with cinematic flair in a friendly, easily digestible, 100% viewable format.

An Embedded Creative Culture At the core of Yieldmo's cultural DNA is creative exploration and a commitment to unlock the potential that sits within each and every Yieldmate. It believes in providing full autonomy for work to be done and for problems and solutions to be debated productively and healthily.

Employees are empowered to think through new ways of evolving the business and their role in making an impact. At Yieldmo, employees' career paths are in their hands, and its leadership team genuinely cares about employees as people and puts great responsibility on the role of leading others.

As a people-driven organization, Yieldmo is honored to be included on Crain's Best Places to Work list multiple years in a row.

The Vast Impact of the Pandemic Mike states that the advertising market was greatly affected by user behavior and how online habits changed during COVID-19. According to WARC, digital consumption rose by over 30% during the pandemic, forming lasting consumer habits in shopping and content consumption.

One area greatly influenced by the pandemic is Connected TV. According to Mike, with consumers stuck at home, high-quality video became more important than ever. As

video continues to grow and evolve, Yieldmo believes that all video will need to be platform-agnostic, and it has increased its video offerings and is continuing to evolve for a seamless experience to meet this demand.

important initiatives, such as the Sandy Hook Promise and MediaSavingLives, to name a few.

Another area that was significantly influenced was online shopping and the rise of Direct-to-Consumer advertising.

According to Digital Commerce 360, online retail sales increased 32.4% year over year in 2020 and were up 39% in Q1 of 2021. With the value of online retail rising, Yieldmo focused innovation on shoppable ad formats, such as Megashopper, that help more closely connect advertising and shopping experiences.

Mike states that digital advertising is on the brink of a seismic shift. The future browser and legislative changes restricting personal user targeting tactics make it harder for marketers to connect the data about individuals and how they move across the web.

A Future View-Through

Helping Hand to the Community

“We are rapidly moving toward a ‘Privacy-First’ economy: smart marketers are starting to test new privacy-compliant ways of expanding reach, finding efficiency, and communicating, without relying on 3rd party cookies.”

Yieldmo continues to contribute to the community in numerous ways. It has worked with the Boyd Initiative and The Advertising Club of New York's Ad Futures to mentor future leaders for careers in advertising technology.

Yieldmo has also donated media to help raise awareness for

Yieldmo’s solutions were built with the future of advertising in mind. To help marketers capitalize on these shifts as they take place, such as Apple’s curtailing of online tracking, Yieldmo launched the Privacy-First Marketplace, a series of privacy-first PMP deals that

transact on non-addressable inventory and vastly outperform benchmarks. It has also developed an exchange built on privacy first signals, such as contextual and performance, that respects consumers’ privacy and provides effective advertising without using personal information.

With GDPR in effect since 2018, it's no surprise that Europe far surpasses the US with its protection and privacy regulations. As privacy-first becomes the norm worldwide, Yieldmo will continue to build out its international expansion in 2022.

What do Clients Have to Say? “Yieldmo's contextual approach helped us find highperformance impressions for a great value. They were both our largest traffic driver and conversion driver. Yieldmo's performance gave us great confidence in the power of context as we move to a world with fewer and fewer cookies."

Julie Fleischer, Chief Growth Officer, Encantos

“Yieldmo provided us with a new and interesting method to reach our consumers and increase our CTR that we haven't been presented with in the past. Given the results of this test, we've definitely acknowledged the benefits of attention-based optimization.”

Natalie Benoit, Shopper Marketing Senior Manager at GE Appliances.

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Advertising in the Digital Age

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W

e live in an era where people no longer prefer reading news from newspapers. Instead, they keep on scrolling their phones to know what is happening around them. Digitalization finally seems to be here.

With people getting very much obsessed with the internet, the science and art of advertising have changed a lot.

Advertisers are embracing digital channels more, and this has surpassed traditional channels of advertising.

Let us shed some more light on how advertising has evolved throughout the years.

Methods of Evaluating Advertising

Digital advertising is growing and is expected to grow with the increasing demand for technology. This puts companies in the front seat, as the field comes with many more opportunities. Digital boards, social media platforms, and the increasing technological tools like AI, Cloud, Big Data are a few examples of it. Undoubtedly, we can say that advertising is booming in this digital age of technology today.

You might have experienced products following you on every new page or some other activity you do online. That is one best example of how companies are leveraging digitalization to reach their target audience. With digital advertising, companies can follow, understand your interest, and recommend to you the related products, where you ultimately end up buying them. That's advertising in the digital age for you.

growing number of internet users. This is the big reason why advertising has become so successful in today's digital age.

Here we also need to appreciate the creativity and efforts that the companies make for the best use of technology.

This is why we see many companies already in the market, competing to make it big in the industry.

What are the essential components that businesses should focus on?

Firstly, the quality of a good advertising company is to make the business objectives clear and effectively put them forward in front of your customer. You have to define your objectives clearly, which will eventually help you to formulate advertising objectives. If your business goals are not clear, customers will not know you, which definitely affects your sales figures.

Secondly, having awareness about the market matters the most. It is only then you will realize the true potential of technology. Of course, there will be failures, but a few losses will only make you big in the coming time.

The final stage comes when you become a successful fullfledged brand. Once your product is out on the market, eventually, you will know your potential customers and how to reach them. Additionally, be aware of your customers' likings, and keep innovating in that way. Get to know more about the industry trends of marketing their products and always believe in your way of advertising products.

Another reason digital advertising is effective is the increasing number of smartphones. Roughly there are 11 billion mobile users today, and it is set to increase with the

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What Do You Know About the

Modern Marketing Trends?

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Marketing Insights

T

he marketing domain has always been the epicenter of successful businesses. Whether you are a startup, among MSME, or a giant corporation, nurturing your marketers is the sigma rule to ace in the cut-throat competition.

To grow your business across global competition, there are multiple marketing trends that you focus on.

This article will help you with major trends in marketing.

Marketing is the voice of your business, and in order to be heard in the pandemic new normal, you don't only need robust marketers, but also an out-of-box thinking along with technological innovation.

Out of many, here is a list of marketing trends that you must incorporate for high ROI in your business.

Conversational Marketing Conversational marketing has always been the go-to strategy to introduce your target audience to your products and services, ultimately converting leads into customers. In the digital age, artificial intelligence and machine learning have revolutionized marketing strategies.

The customer experience is an important element of the marketing process. A survey by Salesforce(customer relationship management system) reveals that 42% of consumers desire for instant replies and quick implementation in query resolutions.

In the digital age, implementing conversational marketing has been

quick, and there are multiple tools such as chatbots, Live chats, social media engagement, click to messenger and many more.

Today, marketing has adopted a hybrid model that creates an online access hub, provides brand experience, and closes deals at a virtual or physical platform too!

Experiential Marketing If you are a credible brand or a startup, but with a novel business model, all you will need is to pitch your products, and the ball is in your court.

This is one of the age-old practices of tech giant Apple. It has been famous, creating Worldwide developer Conference, where thousands of software geeks discuss latest trends, add value to the market, brand own tech, and revitalize technology. In this order, the technology operations get a wider audience, developers add up to their intellect, and apple receives brand engagement. Its a win-win!

Furthermore, businesses can't just function on social media and innovative technology. If you are a budding business and your marketer don't hit the streets, you may surely miss a large portion of your profits.

Therefore, you need to focus on the offline mode of marketing too.

A survey in the United States suggests that ad campaigns in newspapers increased the impact of business growth. Also, the billboard advertisement resulted into 3 out of 10 drivers visiting a shop, restaurant, or retail market.

Events and Meet-ups In the modern age of marketing, creating public events can keep your brand updated while you market your product, and your potential consumer gets a real-time experience of your company's product and services. In the pandemic-new normal, organizing counseling meet-ups paves the way to adding human touch escalating high conversion rate.

The integrated technology solutions such as Salesforce has a high integrated system that helps the marketing and Sales team to get AI support along providing customer activity that helps to understand appropriate marketing pitch with your potential leads.

The world has been changing in the course of the pandemic, but there has been no evidence of marketing losing its hold over the market. If you look to the benefits of marketing and the way new trends in technology are being emerged, marketing has been the cakewalk for growing businesses.

So, why is modern marketing trends winning heart of entrepreneurs globally?

Today, businesses are searching for solutions to penetrate every corner of the globe.The hybrid marketing model is facilitating profitable opportunities to maximize brand enhancement and no cumbersome business operations involved!

If you are proactive in business and want to grow beyond global barriers, you must adapt to these marketing trends today!

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