Interviews, insight & analysis on digital media & marketing

New Business Bulletin: Yahoo, Hazy, TomTom and many more

Yahoo has announced a new integration with DAX, the pioneering digital advertising exchange created and operated by Global, the media and entertainment group. DAX’s premium digital outdoor inventory is now available for advertising partners to purchase programmatically through Yahoo’s omnichannel DSP, in addition to audio. The integration means Yahoo DSP customers can now activate digital outdoor campaigns on DAX’s inventory of over 2,400 premium digital screens across the UK, including the ultra-HD new format screens on Transport for London’s Elizabeth line, delivering premium commuter reach for advertisers. It will also help brands deliver measurable, contextual campaigns to target audiences with dynamic ad serving capabilities, real-time ad rendering, audience insights, and more. 

Global synthetic data firm, Hazy, has announced that it has been successfully collaborating with Vodafone to test the use of synthetic data. Synthetic data created with Artificial Intelligence (AI) from actual datasets helps companies in executing data science projects through the ability to easily share datasets across countries and teams. It supports corporate data governance, adherence to privacy regulation and quality outcomes in machine learning. The concept allows companies to digitally generate the data that they need, on demand. The size of the data set and the specifications can be tailored to the use case. This can dramatically increase the speed at which Big Data projects can be completed. The initial project was carried out as a Proof of Concept (PoC) with Vodafone Group R&D and Vodafone UK and focussed on synthetic data for training and testing machine learning models for customer value management. Thanks to the success of this PoC, Vodafone Group is considering the best ways to potentially adopt synthetic data capabilities. This will be accompanied by gathering and prioritising future use cases which could benefit from a flexible capability to produce various types of synthetic data.

TomTom (TOM2), the geolocation technology specialist, has announced, together with Amazon Web Services (AWS), Meta, and Microsoft, the formation of the Overture Maps Foundation. This collaborative effort under governance of the Linux Foundation aims to develop interoperable open map data. As map data supports an ever-increasing amount of use cases, the requirements for new map content, completeness, accuracy, and freshness are virtually limitless. To support industry demands, the pooling of resources and the creation of a global map standard is needed. The Overture Maps Foundation intends to realise a global entity reference system and structured data schema. This will facilitate an ecosystem of users and contributors to share map data in an efficient way.   

In a first for Latin America, Kantar announced that Netflix has signed-up as a subscriber to the audience measurement data service in Brazil. From January 2023, Netflix will have access to a cross-platform view of its performance alongside linear and on-demand networks and platforms. This announcement is the latest development in Kantar’s commitment to measure and report all viewing on all platforms, delivering a single, people-based measure of media consumption, performance, and value.  

Taboola has announced a new multi-year deal with Time Out, a global media and hospitality business that inspires and enables people to discover and experience the best things to do, see and eat in 333 cities in 59 countries. Taboola will be implemented across all Time Out websites globally, including the U.S., U.K, France, Spain, Portugal, Singapore and Australia. Under the agreement, Taboola will be featured on Time Out websites across articles, venues and landing pages. Time Out will also leverage Taboola Feed, a seamlessly integrated feed that provides readers with personalized content for a more engaging experience and video. Additionally, Time Out will incorporate Taboola Newsroom, a technology offering that uses advanced A.I. and readership signals from millions of daily active users. Newsroom will help Time Out further understand their audiences, learn about their most engaged articles and conduct A/B testing for headlines. 

Procreate London, the marketing consultancy for technology-led businesses, is announcing a new partnership with Purple Ripple, the event and digital content strategists. Acting as an extension of the Procreate London team, Purple Ripple will spearhead customer audits to identify key content pillars and provide consultancy around clients’ content strategy, including live events, social media, partner activities, and thought leadership articles. The strategy will be brought to life through the creative brand strategy and animated content developed by Procreate London. The teams currently collaborate on clients including SilverSky and Venari Security.

Media and insights platform Hawk has announced a strategic international partnership with Hivestack, the independent programmatic digital out-of-home (pDOOH) ad tech company. Hawk is a key European player in omnichannel digital communication. The agreement enables it to strengthen its demand side platform (DSP) with the integration of Hivestack’s supply side platform (SSP) global network of DOOH screens across EMEA, APAC and the USA. Media buyers and traders using the Hawk DSP can enhance their campaigns through access to this extensive network of digital screens around the world; these are available in a wide range of environments including shopping centres, petrol stations, bars and sports clubs, car parks, railway stations and doctors’ surgeries. The partnership complements Hawk’s pDOOH offering, which, via strategic agreements with leading SSPs, includes the world’s 200 largest DOOH networks (giving access to over one million screens). It also enhances the omnichannel capabilities of the buying platform, which enables brands to run integrated, multichannel campaigns based on their specific business objectives.

BigCommerce, an Open SaaS ecommerce platform for fast-growing and established B2C and B2B brands, has announced a new partnership with Sage, a company specialising in accounting, financial, HR and payroll technology, to provide merchants with an end-to-end commerce solution, integrating their online storefronts to their back-office. The integration of BigCommerce with Sage 100 ERP software empowers businesses to modernize their ecommerce presence and launch fully integrated B2C and B2B storefronts to reach new customers, increase operational efficiency and provide real-time updates and visibility for orders, customer information, invoices and more. BigCommerce is now one of the first enterprise ecommerce platforms to launch in Sage Business Cloud Marketplace for Sage 100 customers looking to sell online.