Interviews, insight & analysis on digital media & marketing

New Business Bulletin: ELVIS, LiveRamp and Tappx

Merlin Entertainments has appointed ELVIS to develop a campaign to promote the London Eye, following a competitive pitch. The news follows ELVIS’s appointment to create a campaign for Merlin brand The Dungeons last year. After a challenging year for the entertainment and leisure industry, Merlin has tasked ELVIS with developing a communications platform to inspire domestic tourists to come and enjoy the best that the iconic London attraction has to offer, with a focus on international tourists to follow. The agency will work to showcase the London Eye and the unique views and experience it gives visitors, as the city’s only 360-degree moving viewing platform.

Customer Intelligence Platform Zeotap, and sell-side platform PubMatic, have announced an expanded identity partnership. Zeotap’s Universal ID solution, ID+, will now be available in Identity Hub, PubMatic’s Prebid-based identity management solution. Zeotap’s taxonomy will also be available within Audience Encore, PubMatic’s audience data platform.

LiveRamp®, the data connectivity platform, has announced its Authenticated Traffic Solution (ATS) has been adopted by hundreds of publishers, brands and platforms across the globe, including in the US, UK, France, Italy, Spain, Germany, Australia and Japan. More than 70 demand and supply platforms and 400 plus publishers, including 70% of the Comscore 20 and 65% of the Comscore 50, have adopted ATS to offer marketers a more efficient way to reach their customers and measure campaign outcomes without third-party cookies or device identifiers.

Organic grocery business Abel & Cole has launched a new consumer app to enhance its overall customer experience. Following a huge increase in customers during the UK Lockdowns, the 30-year old online retailer looked to find ways to best serve both new and existing consumers and build a better value exchange. Its internal team worked in partnership with digital product studio Code Computerlove to understand the needs of its audiences, with the introduction of an app the clear winner.

Reality Gaming Group, the publisher of mobile games and digital collectibles, has teamed up with Admix, the In-Play advertising platform, to launch In-Play ads in their AR mobile combat game Reality Clash. Reality Gaming Group’s iOS & Android mobile game Reality Clash now features seamlessly integrated In-Play ads, blended with high performance mobile AR combat.

Tappx has announced the launch of Contextualize-It – the world’s first contextual AdTech solution designed to analyze complex moving audiovisual content. Using Tappx’s proprietary artificial intelligence engine, Contextualize-It can identify objects, places and dialogue, which are used to generate metadata, to allow the segmentation of campaigns using keywords and/or IAB contextual categories. The Contextualize-It algorithm can identify different scenes in video content, and the technology defines optimum ad insert points in video, thereby delivering ideal consumer viewing experiences.

Acxiom has joined the data marketplace, Datarade. Datarade’s data buyers from every industry can now effortlessly discover, compare, and get access to Acxiom’s flagship data products: Acxiom Activation 1st Party Data, Acxiom Activation Lookalikes on CRM Data, and Acxiom High Value Audiences (HVA) – Highly scalable audiences for cross-channel activation.