Partnership strengthens an already robust
supply path optimization strategy designed to ensure high-quality
impressions, cost savings, performance and scale for programmatic
advertisers
NEW
YORK, Jan. 3, 2024 /PRNewswire/ -- AdTheorent
Holding Company, Inc. (Nasdaq: ADTH), a machine-learning pioneer
and industry leader using privacy-forward solutions to deliver
measurable value for programmatic advertisers, today announced that
it has partnered with Jounce Media, an industry leader in
programmatic supply chain management, to ensure that AdTheorent's
campaigns remain MFA-free, unless affirmatively elected by an
advertiser. AdTheorent leverages Jounce's MFA-detection
technology and data, as well as proprietary machine learning models
and processes, to ensure that MFA publishers are excluded from all
campaigns. AdTheorent's proactive exclusion of MFA publishers
reflects the company's commitment to providing advertisers with
access to only the highest quality inventory.
According to the Association of National Advertisers
Programmatic Media Supply Chain Transparency Study, the open web
programmatic market represents $88B
in spend and of this total market, advertising on MFA sites
accounts for $10B. MFA sites
are designed to drive clicks, irrespective of actual business value
for advertisers, and AdTheorent believes the prevalence of MFA
properties undermines the effectiveness of open web programmatic
advertising. AdTheorent has removed MFA properties from its
campaigns, ensuring that media dollars are allocated to high
quality inventory, as verified by leading third-party, Jounce.
"Made For Advertising publishers flood the programmatic
advertising supply chain with ad products that achieve attractive
vanity metrics, misleading media buying teams into thinking their
media spend is successful, while doing nothing to drive actual
business outcomes for the advertisers," said Chris Kane, President, Jounce Media.
"AdTheorent's decision to block MFA by default protects advertisers
from low quality impressions and demonstrates the company's
commitment to being responsible stewards of programmatic
advertising investments."
In addition to blocking MFA by default, AdTheorent uses a
proactive and holistic approach to protect advertisers from various
forms of low-quality digital inventory, driving performance, cost
savings and scale for advertisers. Key elements of
AdTheorent's inventory quality and supply path optimization
approach include:
- Hand-Vetted Platform-Wide Approved List
- While many in the industry have a platform exclusion
list, AdTheorent has a highly curated approved publisher list
and ads are served only to properties on this list. AdTheorent's
platform-wide approved list is manually reviewed and updated
regularly. AdTheorent prioritizes high-quality inventory over
click-bait, focusing on delivering measurable advertiser value, not
vanity ad tech metrics.
- Machine Learning Anti-Fraud and Viewability
Models
- AdTheorent utilizes ML models in advanced ways to filter waste
and fraud. AdTheorent deploys across all of its
inventory machine learning anti-fraud and viewability
models. AdTheorent's real-time anti-fraud
infrastructure detects fraud before the impression is
served. Additionally, AdTheorent partners with several
leading third-party inventory monitoring solutions, including
DoubleVerify's Pre-Bid Filtering and Post-Bid Monitoring and
IAB's Bots & Spiders Block List.
- Cost-Saving Measures
- AdTheorent employs a robust supply path optimization strategy
that includes throttling-away from impressions with a high volume
of resellers in the transaction and optimizing against so-called
"cheap reach" properties and "multi-hop" resold inventory. This
ensures that AdTheorent is not paying for non-added value fees in
the supply chain and that AdTheorent's ads are served in premium,
above-the-fold environments.
- AdTheorent utilizes ML-based price and performance optimizers
designed to identify data signals that correlate with performance
and ensure that advertisers do not overpay for inventory.
Insights derived from AdTheorent's suite of optimizers are used to
inform bidding and bid pricing decisions for the entire
campaign.
"We have been proud to work with Chris
Kane and the team at Jounce to verify the MFA-free nature of
our campaigns," said Jim Lawson, CEO
of AdTheorent. "Our avoidance of MFA is one of the various
measures that we have operationalized in our Platform to ensure
that AdTheorent advertiser partners enjoy highly successful
campaigns free from waste and inefficiency."
About AdTheorent
AdTheorent (Nasdaq: ADTH) uses
advanced machine learning technology and privacy-forward solutions
to deliver impactful advertising campaigns for marketers.
AdTheorent's machine learning-powered media buying platform powers
its predictive targeting, predictive audiences, geo-intelligence,
audience extension solutions and in-house creative capability,
Studio AT. Leveraging only non-sensitive data and focused on the
predictive value of machine learning models, AdTheorent's product
suite and flexible transaction models allow advertisers to identify
the most qualified potential consumers coupled with the optimal
creative experience to deliver superior results, measured by each
advertiser's real-world business goals.
AdTheorent is consistently recognized with numerous technology,
product, growth and workplace awards. AdTheorent was named
"Best Buy-Side Programmatic Platform" in the 2023 Digiday
Technology Awards and was honored with an AI Breakthrough Award and
"Most Innovative Product" (B.I.G. Innovation Awards) for five
consecutive years. Additionally, AdTheorent is the only
seven-time recipient of Frost & Sullivan's "Digital Advertising
Leadership Award." AdTheorent is headquartered in New York, with fourteen offices across
the United States and
Canada. For more information, visit adtheorent.com.
About Jounce Media
Jounce Media is the industry leader in programmatic supply path
optimization and is trusted by the world's largest brands,
agencies, media companies, and advertising technology platforms to
enable high efficiency programmatic trades. Through
industry-leading research and fully transparent supply chain data,
Jounce arms buyers and sellers with an information advantage to
identify and avoid value-extracting RTB auctions. Learn more at
jouncemedia.com.
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SOURCE AdTheorent