OUTFRONT Media Inc. and Bell Media announced that they have entered into an agreement to sell the Canadian business of OUTFRONT Media to Bell Media, a wholly-owned subsidiary of BCE. The purchase price is C$410 million in cash, subject to certain adjustments and a holdback. The transaction is expected to close in 2024, subject to regulatory approval and other closing conditions.

As of December 31, 2022, OUTFRONT Media’s Canadian business operated 9,325 total displays in the country and generated revenues of U.S. $91.9 million during that year.

Jeremy Male, Chairman and Chief Executive Officer of OUTFRONT Media, said, “The sale of our Canadian business highlights the value of our assets and will provide us with additional financial flexibility as we focus on our US assets. While we will miss our Canadian colleagues, we know the business we have built together will be in excellent hands with Bell Media.”

Stewart Johnston, Senior Vice-President, Sales and Sports of Bell Media, said, “The out-of-home category continues to grow in importance as a mass reach advertising vehicle, while digital formats allow for greater targeting capabilities. OUTFRONT’s diverse array of Canadian assets reinforces Astral’s dedication to delivering impactful, multi-channel marketing solutions, while accelerating Bell Media’s digital strategy. The synergy between OUTFRONT’s established expertise and our commitment to driving innovation will provide clients with tremendous opportunities on a true coast-to-coast footprint.”

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Nielsen, a provider of audience measurement, data and analytics, announced that LG Ad Solutions will provide Nielsen with its ACR data for use in its National TV measurement service, giving Nielsen the largest ACR data footprint in the industry. LG Ad Solutions is providing Nielsen with ACR data for both linear and CTV measurement, providing greater stability for Nielsen National TV audience estimates. Nielsen is also receiving LG ACR data at the household level.

Through this agreement, advertisers activating campaigns on LG Smart TVs will have the opportunity to receive ‘Always On’ streaming measurement and big data from LG Ad Solutions via Nielsen ONE Ads starting in the First Quarter of 2024. Nielsen will measure all ad impressions, inclusive of co-viewing, on advertisers’ campaigns, giving advertisers a broader view of performance metrics to fuel cross-platform campaigns.

In addition to the big data expansion, the deal unlocks CTV data for Nielsen’s Ad Intel solution, enabling an increased level of measurement and visibility into competitive advertising spend. This allows Nielsen to gain advertising intelligence capabilities on streaming platforms in addition to its existing linear capabilities, providing advertisers and agencies more valuable insight into their ad performance on the platforms.

“Nielsen is on a path to evolve measurement through the use of big data sets, and our deal with LG Ad Solutions is a landmark moment in our journey,” said Ameneh Atai, GM, Audience Measurement. “The continued acquisition of ACR data combined with Nielsen’s representative panel allows Nielsen to provide the most accurate modern audience measurement of linear ads as well as increase coverage of CTV.”

“Agencies and brands working with LG Ad Solutions can now seamlessly benefit from Nielsen ONE Ads measurement data and essential metrics, including co-viewing across millions of smart TVs and connected devices,” said Alistair Sutcliffe, Head of Product at LG Ad Solutions. “This collaboration with Nielsen exemplifies our dedication to industry interoperability and underscores LG Ad Solutions’ strategy of fostering a forward-looking data approach with our strategic partners, prioritizing both consumers and advertisers for the overall benefit of the industry.”

With this arrangement, LG Ad Solutions joins recently announced Comcast, as well as Vizio, Roku, Dish and DirecTV, further increasing Nielsen’s big data footprint to enable smarter decisions around linear campaign spend and optimization for customers. Similarly, this arrangement continues Nielsen’s increase in CTV campaign coverage via direct integrations that leverage big data, joining Netflix, Sling, Samsung, Vizio, Amazon, Roku and Hulu.

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Cint, a research technology solutions provider, has added social platform measurement into its attitudinal measurement product, Lucid Impact Measurement by Cint, enabling brand lift measurement across multiple media platforms.

Lucid Impact Measurement by Cint offers a multi-step approach, leveraging Cint’s global research technology platform and an opportunity-to-see survey methodology that enables advertisers to measure the impact of their campaigns across social media platforms, connected TV, and linear TV.

“In the dynamic world of advertising, understanding the true impact of your campaigns is paramount,” said Lindsay Fordham, Vice President of Product at Cint, in a statement. “With our integration of social into Lucid Impact Measurement, we are unifying the fragmented, providing a combined view of brand lift across digital, TV, and now, social platforms. We’re empowering advertisers with cost-effective, data-driven insights to optimize their strategies in flight.”

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Ansira Partners, Inc., an independent global marketing services and solutions company with proprietary channel, website, and advertising technology, announced its new integration with Google Merchant Center to help automotive dealers simplify and automate the creation and submission of vehicle ad feeds.

“Ansira is constantly looking for ways we can help our automotive clients reach and engage consumers through intuitive marketing tools,” said Ansira’s Vice President of Products Angie Cordova. “Our new integration with Google Merchant Center helps dealerships run more efficiently by streamlining the vehicle ad process, all while effectively reaching potential in-market buyers.”

Ansira deploys a custom-built technology solution to create vehicle ad feeds by crawling dealership websites and relevant automated data collection efforts. Through this solution, Ansira can update vehicle feeds every 24 hours to ensure dealerships are showcasing their most up-to-date inventory to potential customers. Ansira will then host the primary feed, which can be used in the Merchant Center.

This new integration alleviates the need for dealerships to manually upload vehicle feeds daily. Preformatted vehicle inventory also helps dealerships easily power their Google Performance Max campaigns.

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ShopLiftr’s unique dynamic creative platform is reshaping the future of circulars and digital promotions, providing a more efficient and effective way to drive hyperlocal sales, increase foot traffic, and deliver significant value to shoppers.

Retail flyers and promotions are not fading away; however, they are undergoing a pivotal shift from print to digital. Considering that more than 8 in 10 shoppers frequently check circulars for weekly grocery deals, and a staggering 81% of shoppers conduct online price checking before buying, the relevance and influence of digital in-store promotion amplification becomes evermore apparent.

Despite some signs of stabilizing inflation, 94% of American consumers expect the higher cost of groceries to persist. As a result, price continues to be a significant factor for shoppers, with 67% stating that it influences their choice of a go-to large retailer. In response, deal hunting has become mainstream, with nearly half of consumers shifting to merchants offering greater discounts and deals in the past year. This presents a significant opportunity for retailers to provide tailored value and cost-savings to consumers to attract them to add products from their stores to their shopping lists.

ShopLiftr understands that the key to success lies in effectively leveraging the digital ad space. By harnessing the largest proprietary database of active trade promotions in North America, ShopLiftr enables retailers and brands to deliver targeted deals and flexible messaging directly to consumers via dynamic display and video ads. Through hyperlocal trade promotion amplification, ShopLiftr ensures that consumers receive the most relevant and enticing deals based on their location and preferences – in real-time. This approach enhances the shopping experience, drives increased foot traffic and boosts in-store sales.

ShopLiftr’s dynamic ad solutions have proven to be highly effective, with a retail grocery partner experiencing a remarkable 19% increase in foot traffic. Likewise, a leading consumer goods brand witnessed an impressive 28% upswing in foot traffic, thanks to the tailored and impactful digital display and video ads provided by ShopLiftr.

“Digital flyer amplification and dynamic ads are more than just buzzwords at ShopLiftr. They’re revolutionizing the retail ad industry,” said Ian Clark, VP of Sales at ShopLiftr. “By integrating cutting-edge technology and data insights, we help retailers and brands engage their customers in a more effectual way, with superior results.”

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Seedtag, a global contextual advertising company, has launched its advanced Contextual Audiences powered by its proprietary Contextual AI technology, Liz. With the launch of Contextual Audiences, Seedtag is providing advertisers with a new targeting capability that empowers them to engage with modern consumer interests without relying on personal data. Contextual Audiences effectively address the hurdles of reach, scale, and privacy that advertisers commonly encounter with the coming deprecation in third-party tracking cookies.

In response to advertisers’ rapidly evolving and diverse needs, Seedtag’s new contextual audience groups precisely meet each campaign’s unique requirements while respecting user privacy. Powered by Liz’s real-time analysis of web content, Seedtag ensures relevant and up-to-date audiences that evolve based on Liz’s network insights. This enables advertisers to target audiences based on the content they’re currently consuming rather than their past behavior. By activating Seedtag Contextual Audiences, brands can target precise interests rather than broad stereotypes, capturing their target audience’s attention and engaging them at the optimal moment to maximize campaign effectiveness.

Seedtag offers brands many ways to connect with their audience:

• Signature Audiences: These audiences have predefined configurations, offering advertisers distinct options for specific verticals and across markets. Additionally, they allow for a certain level of customization to accommodate specific advertiser preferences. Signature audiences examples include “Sustainable and Ethical Fashion Advocates” or “Eco-conscious Consumers”.
• Seasonal Audiences: These audiences focus on specific temporal events marked by a specific timeframe. This revolutionary approach builds upon the foundation of Signature Audiences, amplifying their effectiveness through timely precision. An example of a seasonal contextual audience would be “Black Friday Consumers”.
• Custom Audiences: Some campaigns demand a level of specificity that signature audiences might not fulfill. For such scenarios, Seedtag has harnessed Liz’s capabilities to build a campaign-specific machine-learning model that precisely matches the client’s brief. This model analyzes every URL and provides a score based on the most relevant content to help connect brands with a niche audience.

“With our advanced Contextual AI technology, Seedtag is revolutionizing digital marketing by providing brands with accurate and scalable targeting methods while protecting user privacy,” said Brian Danzis, US Managing Director at Seedtag. “Our audiences, built without the need for cookies, are fresh and relevant, based on regular signals from our AI’s network level analysis of content trends; it’s this unique approach that’s driving better campaign performance than signature, stale third-party data segments.”

The introduction of Contextual Audiences showcases Seedtag’s sustained commitment to providing comprehensive and flexible solutions that align with advertisers’ changing needs. As the advertising landscape continues to evolve, Seedtag continues to deliver cutting-edge AI technology to help brands excel in their campaigns.

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Cadent, a provider of platform-based converged TV advertising solutions, announced Aperture MX – a new marketplace that delivers curated audiences and content across premium connected TV (CTV), online video (OLV), display, digital out-of-home (DOOH), mobile app, and desktop advertising. The newest product within Cadent Aperture Platform, MX, increases transparency between publishers and advertisers, makes it easier to activate and optimize cross-screen campaigns, and gives publishers the ability to generate more revenue through Cadent’s extensive demand-side relationships.

“There is a clear market need to streamline and automate the buying and selling of TV, video, and digital media,” said Nick Troiano, Chief Executive Officer at Cadent. “Aperture MX responds to these challenges by bridging the gap between advertisers and publishers with purpose-built, data-driven solutions.”

Building on Cadent’s traditional TV buying expertise and cutting-edge programmatic technology, Aperture MX provides advertisers with premium inventory sourced directly from the publisher. This optimized path between buyers and sellers creates more profitable transactions – publishers can increase their portfolio yield while advertisers can confidently target their most strategic audiences.

The Aperture MX focus on quality omnichannel inventory differentiates its marketplace through:

• Real, verified audiences curated to match advertiser objectives. Aperture Viewer Graph connects devices to households, enabling cookieless optimizations for buy-side audiences across Aperture MX to deliver greater scale and precision against an advertiser’s target audience.
• Direct connections to unique supply categorized by genre, publisher type, or audience, simplifying transactions between buyers and sellers. No “made for advertising” inventory – no duplication of bid requests.
• Full transparency into supply mix and bidding activity. Traffic Shaping tools maximize spend against allocated queries per second (QPS). No bid shading or auction manipulation – no bid floor manipulation.

Aperture MX is projected to expand to more than 100 publishers by the end of the year, representing 150 billion requests across CTV, online video, and display. Aperture MX is currently live in North America with international expansion slated for 2024.

“The media industry is rapidly changing, and we recognize the need for streamlined advertising solutions,” said Byron Allen, Founder/Chairman/CEO of Allen Media Group. “We are thrilled to be a part of Cadent Aperture MX and provide our advertising partners with another way to buy media from our library of premium movies, TV shows, and local news.”

“TV advertisers will be more willing to direct spend to digital devices if the industry can automate this process and make it easier for brands to understand the effectiveness of ad dollars in this medium. Basis Technologies is driving this evolution as one of the first programmatic advertising partners leveraging Cadent’s Aperture MX,” said Tim Smith, SVP of Corporate Development, Basis Technologies. “As Cadent has been a forerunner in curating video ad spend for brands, we align with its vision of an interconnected TV advertising ecosystem that brings marketers and publishers closer together.”

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Subaru dealerships can now receive SAF funds when enrolling with Fullpath. The Certified Search Program enables Fullpath to coordinate with Subaru and T1 Strategies and Keywords. Additionally, Fullpath offers a Digital Advertising solution leveraging connected, first-party dealership data to turbocharge search, social, and display advertising campaigns with hundreds of targeted ads at scale.

Subaru’s Certified Search and Digital Program is designed to empower dealerships with cutting-edge digital tools and technologies that streamline operations, improve customer engagement, and drive sales growth. Fullpath’s inclusion in this program highlights its commitment to revolutionizing the automotive industry by providing state-of-the-art digital solutions.

Key highlights of Fullpath’s Search and Digital Advertising solutions for Subaru dealerships include:

1. Search Strategy coordination with Tier 1 Subaru: Allowing Subaru retailers to hone in on targeted messages and optimize Tier 3 search advertising, preventing any keyword overlaps with Subaru Tier 1.
2. Multi-platform targeting: Fullpath generates and publishes ads across Google search and display and social networks targeting in-market shoppers and conquesting new traffic with highly relevant ads.
3. Real-time optimization: Fullpath optimizes ad campaigns around the clock, reallocating budgets and optimizing A/B tests in real-time for best lead-generating performance.
4. Data integration: Fullpath leverages dealership’s data sources, including website analytics, CRM, and DMS, to create hyper-relevant audiences for each ad campaign.
5. Invoca advertising integration: If your dealership uses Invoca for call tracking, Fullpath will use the call transcription data for advertising targeting and optimization.

Fullpath’s CEO, Aharon Horwitz, said, “We’re thrilled to be partnering with Subaru to continue to bring the future of data management and automotive marketing to tier 3 dealerships. At Fullpath, we are committed to constant innovation on part of our retailer clients, and this partnership brings us even closer to our goal of enabling retailers to operate on the level of retail giants with the most effective AI-powered marketing technologies on the market.”

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Nextdoor announced the launch of several new solutions to maximize ad performance, both online and offline. Nextdoor’s neighbors are real people who come to the platform with high intent, looking for their local needs and to share and connect with their local community. With these new solutions, advertisers have an expanded set of tools to reach and activate neighbors on Nextdoor.

Nextdoor has launched a new Conversion API (“CAPI”) that will expand and improve attribution capabilities both online and offline, giving advertisers maximum visibility into return on ad spend (ROAS). Building on Nextdoor’s conversion pixel capabilities, the CAPI allows advertisers to gain further insight into how media campaigns on Nextdoor impact offline returns, providing the ability to assign conversion on Nextdoor. Importantly, by receiving information on offline transactions, Nextdoor’s CAPI acts as a unified mechanism for both online and offline conversions, which is particularly useful for advertisers who may see the final conversion happen offline or with a significant delay following the initial lead.

Contextual targeting is already an integral part of the platform, and Nextdoor has further improved the ability to align customer messaging to relevant conversations. Nextdoor will now offer even greater transparency and controls to advertisers, helping to ensure high-value, optimal ad experiences on the platform. Leveraging the existing relationship with Oracle Advertising, advertisers will be able to leverage hundreds of categories, in addition to custom groupings based on Nextdoor’s own insights, delivering high-performance ads in a safe and highly relevant environment.

Video ads on Nextdoor are cost-effective and high-performing, central to Nextdoor’s mission of connecting brands to neighbors that matter. Starting in Q4 2023, brands of all sizes will be able to run self-serve video campaigns in Nextdoor Ads Manager, with no spend limit or restrictions. Nextdoor’s video offering is unique and differentiated in the crowded digital video landscape, as it empowers brands to use ad copy of up to 800 characters with dynamic local substitution and videos of up to 3 minutes long.

Nextdoor will also introduce lead generation ads to brands of all sizes in Q4 2023, serving as a powerful new tool to connect business and neighbors. This product will allow brands to save time by enabling them to convert Nextdoor’s high-intent audience into prospective new customers quickly and efficiently. Lead generation ads can deliver high-quality local leads, increase conversion rates, and build strong community relationships, as well as reach key household decision-makers active on Nextdoor. This will also give advertisers an easier way to measure ROI on Nextdoor by calculating cost per leads, and view leads in Nextdoor Ads Manager.

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PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced a new integration partnership with FreeWheel, a global technology platform for the television advertising industry.

Through this enhanced integration, PubMatic’s Activate will now have direct access – through FreeWheel – to premium publisher-connected television ad inventory.

This new partnership will bring about two key benefits and new capabilities for the TV ad ecosystem:

• Ad buyers working with PubMatic will now have an enhanced and streamlined ability to transact across a larger and more diversified pool of premium CTV ad inventory.
• FreeWheel publishers will have access to unique campaign budgets only available through Activate.

In doing so, the two companies aim to provide increased interoperability, efficiency and transparency for buyers and sellers of premium CTV ad inventory at scale.

“Since launching this year, Activate has gained traction worldwide as the end-to-end supply path optimization solution of choice for agencies and advertisers. FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments,” said Nicole Scaglione, VP, CTV/OTT and Video, PubMatic.

“In integrating with PubMatic’s Activate, our goal is to drive incremental demand for publishers while giving advertisers more control and choice into how publisher inventory can be purchased. We hope that by doing so, we can drive more growth, momentum and innovation in today’s TV ad ecosystem,” said Jon Mansell, VP, US Head of Demand, FreeWheel.

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