The 10 Most Innovative Ad Tech Companies of 2022, February2022

VOL 02 I ISSUE 04 I 2022

Homes Smartified The Next Big Change Promising Future How Storytelling can Enhance Brand Identity?

Embracing the Future of Ad Targeting

Editor’s Desk

Advertising Simplified!

Today,wearesurroundedbyadvertisements.When

checkingyourphone,watchingsomethingon television,goingoutforawalk,orbuying groceries,advertisingisallaround.Theonlythingthathas changedaboutadvertisementsisthattheyhavebecome moretechnology-driven.

Undoubtedly,technologyhaschangedthelandscapeof manysectors,andtheadvertisingsectorisnotdevoidof thesetransformationsbroughtbyit.AdTechhasenabled businessesofallsizestoexpandtheirreach,findnew customers,anddiversifytheirrevenuestreams.

Today,AdTechhasmadeitpossibleforadvertiserstofigure outthetargetaudiencemoreaccuratelyanddeliveradsto themostrelevantaudienceattherightplaceandtime. ManyAdTechcompanieshaveenteredthemarkettoday withtheirpath-breakingsolutions.Thesecompaniesare helpingadagencies,advertisers,andotherbusinesses create,customize,measure,andmanagecampaignstoget themaximumreturnoninvestment(ROI).

WhattheseAdTechcompaniesdodifferentlyisthey effectivelyservepeopletheadsbasedonthedifferentgoods orproductsorservicestheyhavebrowsedonlinerecently Theyutilizedataanddigitaltoolsmostefficientlyto retargetexactlythesamethingthatpeopleareinterestedin. Thesecompaniessetthemselvesapartbybeingflexible. Theyalsodecidehowtheadslooktocapturetheattention ofthepeople.Theyusethelatesttechnologiesand innovationstodirectparticularadstoparticulartypesof audiences.

Moreover,thesecompaniesminimizeirrelevantadsandput forththerelevantadstotherelevantaudience.Whoeveris buyingorsellingads,theseAdTechcompaniesmakesure thattheyarereachingtherightconsumerswiththeright productsandservices.Theyusesmartalgorithmsandcrossdeviceadvertisingforthatpurpose.Theytrackusersacross avast

rangeofwebactivitiesandaccordinglytargettheads onthedevicesofconsumers.

ThemostfascinatingpartisthattheseAdTech companiessmartlyusethedemand-sideplatforms (DSPs)todirecttheadsaccordingly Theyautomate thebuy-sideofAdTechaccordingtoDSPs.They alsotrytounderstandtheeconomicfactsandfigures, asthesenumbershelptheminmakinginformed decisions.Theykeeptrackofthedemandandsupply intheeconomy.Betteralgorithmsusedbythe AdTechcompaniesleadtoabetterreturnon investment.

TherearemanyAdTechcompaniesinthemarket todaythataredeliveringunparalleledexperiencesto businessesbyboostingsalesoftheirproductsand theiroverallprofitability.Innovationand evolutionaryapproachistheircentralpart.

Inthiseditionof "The 10 Most Innovative Ad Tech Companies of 2021",wehaveenlistedsome exceptionalAdTechcompaniesthatareusing innovativemethodstosimplifymarketingand advertising.

Onthecover,wehaveYieldmo,anupbeatcompany thatmaximizesthevalueofadvertisingforbuyers andsellersandstrengthensthecampaignof advertisers,andhelpstheminreachingouttothe worldwithfewerandfewercookies.

Youwillgettoreadaboutmoresuchcompaniesand theirtop-notchsolutionsinthisedition.Also,make suretoflipthroughthearticlesandCxOsthatgive insightsaboutAdTech.

Let'shavealook!

Sharad Chitalkar

CorumDigital

18 AWorldwideLeaderintheDigital SignageIndustry

30 EducatingSmallBusinessesand EmpoweringthemtoThrive

24 EnablingOrganizationsto buildtheMostEffective Workspace ReflectSystems 34 CreatingMeaningful ConnectionsBetweenBrands andPeople

NoBoundariesMarketingGroup

40 OfferingProfessionalDigital SignageforEveryoneatan UnbeatablePrice

Managing

Visualizer

David

Senior

Kshitij

Marketing

John

SME-SMO

Amol

Circulation

Editor-in-Chief

Sales Executives

David, Martin, Irfan

Business

Steve, Joe, Saurabh

Co-designer

CompanyName

Amobee,Inc. amobee.com

BasisTechnologies basis.net

CorumDigitalCorporation corumdigital.com

IAdea iadea.com

IntegralAdScienceInc. integralads.com

NoBoundaries MarketingGroup noboundaries.marketing

ReflectSystems,Inc reflectsystems.com

System1 system1.com

Yieldmo yieldmo.com

Yodeck yodeck.com

NickBrien, CEO

ShawnRiegsecker, CEO&Founder

AdamSnider, DirectorofSales &Marketing

JohnC.Wang, Founder&CEO

LisaUtzschneider, CEO

ChristopherAmos, Owner

LeeSummers, CEO

MichaelBlend, CEO&Co-Founder

MikeYavonditte, Founder&CEO

Vangelis Mihalopoulos, Co-founder&CEO

Amobeehelpsbrands,agencies,andmediacompaniesunify audiencestooptimizeresultsacrossallTV,connectedTV,and digitalmedia,includingsocial,todrivecustomers’growth.

BasisTechnologiesisaglobalproviderofworkflow automation,intelligenceandprogrammatictradingsoftware.

CorumDigitalCorporationisatechnologycompanythat focusesoncreatinginnovative,highlyreliableandeasy-to-use digitaltechnologies.

IAdeaisdedicatedtothedevelopmentofcutting-edge enterprise-gradeRoomBookingPanels,KiosksandSignage Displays.

IntegralAdScienceisagloballeaderindigitalmediaquality, ensuringthatadsareviewablebyrealpeopleinsafeand suitableenvironments.

NoBoundariesMarketingGroupwasfoundedonthebasisof simplifyingthemarketingandadvertisingworldforsmallto mediumsizedbusinesses.

ReflectSystemsareexpertsindevelopingplace-baseddigital mediaprogramsthatcreatemeaningfulconnectionsbetween brandsandpeople.

System1combinesthebest-in-classtechnology&datascience tooperatetheworld’smostadvancedResponsiveAcquisition MarketingPlatform(RAMP).

Yieldmoisanadvertisingtechnologycompanythatoperatesa smartexchangethatdifferentiatesandenhancesthevalueofad inventoryforbuyersandsellers.

Yodeckisascreen-managementplatform,thatallowsyouto poweryourscreenwithanytypeofcontentorwidgetsand instantlyamazeyourtargetviewers.

Mike Yavonditte Founder & CEO

Embracing the Future of Ad Targeting

Wehavecomealongwaysincemodern advertisingbegantotakeshapewiththeadvent ofnewspapersandmagazinescenturiesago. Digitalizationhasrevolutionizedthewaybusinesses advertisetheirofferings,movingbillionsofadvertising dollarstosocialplatforms,websites,retailmediaproperties, andvariousonlinemediumswithlargeuserbases.

Advancesintechnologyhaveledtotheinclusionof ArtificialIntelligenceasameanstostudyandanalyze customerbehaviorandpredicttheirfuturehabits.Modern advertisingcompaniesusethisdatatoreachtheirpotential customers,combiningthepowerofpredictivedatawith attention-grabbing,ready-to-useadformatsthatare customizableandstraightforwardtoapply

WeatInsightsSuccesscameacrossonesuchcompany, Yieldmo.Yieldmoisadigitaladvertisingtechnology companythatincreasesthevalueofadvertisinginventory forbuyersandsellers.Itoffersvariousproductsdesignedto driveoptimalmediaperformancetodeliverhigh-qualityad impressions.

AtthehelmofYieldmoisMikeYavonditte,aprivate investorinthetechnologyindustrywithinvestmentsinover 100internetcompanies.HeistheFounderandCEOof Yieldmo,wherehehascreatedaworkculturethatdeeply caresabouthuman-centereddesignprinciplestobuildbestin-classadformats.

WegotintoaconversationwithMiketounderstandhow thecompanyisreimaginingdigitaladsandpreparingfor thenextmassiveshift.

Let’stakeadeepdiveintoYieldmo'sjourneytillnow

AConciseRun-Through

ThemissionofYieldmoistoprovideaSmartExchange thatmaximizesthevalueofadvertisingforbuyers,sellers, andconsumers.

YieldmooperatesaSmartExchangethatdifferentiatesand enhancesthevalueofaddressableandnon-addressablead inventory.Ithelpspublishersmonetizemoreefficientlyand effectively,andunlockvalueforclients.

Yieldmocreates,measures,models,andcuratescampaigns forincreasedscaleandperformanceasaleaderin contextualanalytics,real-timetechnology,anddigital formats.Byunderstandinghoweachuniqueimpression behavesandlookingforpatternsandperformanceinrealtime,thecompanydrivesrealperformancegainswithout relyingonaudiencedata.

TheBestoftheBest

WhatsetsYieldmoapartfromitscompetitionisits technologyanddata.Itcombinesprivacy-compliant datasetswithmachinelearningoptimization,frictionless formats,andhigh-qualityinventorytodeliverhigher performanceforitsadvertisers.Itsproprietarytechnology usesdozensofprivacy-compliantsignalsonbillionsof impressionstocreateintelligentlycurateddeals.

Overthelast2+yearsacrossmanydifferentenvironments, Yieldmohasdemonstratedthatthesecuratedcampaigns outperformadvertisers'existingmediastrategies.Asaresult oftheseefforts,smartmarketerswholeverageYieldmo

haveseenvastimprovement,as100%ofallcurated campaignsdeliverlift.Onaverage,Yieldmo'sproprietary technologyliftscampaignKPIs75%andover80%ona cost-adjustedbasis.

Yieldmoismakingtheadvertisingecosystembetterand moretransparentbyempoweringallstakeholderstomake educateddecisionsbasedondata.Itisnotbiasedtoanyone playerintheecosystemandneverprioritizesonegroupat theexpenseofanother.

Thecompanyhelpsadvertisersunlockvaluefromallofits products,matchinginventorytothegoalsoftheir campaignsanddeliveringoutstandingresults,andhelps publishersmonetizetheiraddressableandnon-addressable adinventory.

TheReimaginationofDigitalAds

Yieldmowasfoundedatthebeginningofmobile advertisingwhenmostcompaniesweresimplyrepurposing theirdisplaycreativeandtryingtomakeitfitonamobile

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.

screen.Itrealizedearlyonthatthiswasabaduser experienceandsetouttocreateabetteronebydivingdeep intotheareaofcreativedesignanddevelopment.

Mikewantedtomakemobile,andultimatelyall advertising,betterthroughformats,technology,anddata. Bycombiningformats,real-timeinfrastructure,and advancedanalytics,Yieldmodeliversabetteroverallad experience.

Today,Yieldmohas16patents:sevenfocusondataand measurementandninefocusedoncreativeformatsand function.Itsvisuallystunningandpage-enhancingad formatsunderstanduserbehaviorsuchasscrolldirection andothergranularpagedetails,feedthesignalsinto machinelearningmodels,andoptimizethecampaignin real-time.

Earlierthisyear,thecompanyrolledoutFrictionless Formats,whicharereadytouse,requirenoextraworkor creativeleadtime,aretransactedthroughNativeorVideo pipes,andareDSPhosted.Yieldmohasalsorecently introducedCineClip,a100%exclusivenewformofvideo inventorythatrenderswheneverthere’sanopportunity. CineClipdrivesincrementalrevenueonanypagewith completeflexibilityforPublishersandallowsAdvertisersto revealtheirstorywithcinematicflairinafriendly,easily digestible,100%viewableformat.

AnEmbeddedCreativeCulture

AtthecoreofYieldmo'sculturalDNAiscreative explorationandacommitmenttounlockthepotentialthat sitswithineachandeveryYieldmate.Itbelievesin providingfullautonomyforworktobedoneandfor problemsandsolutionstobedebatedproductivelyand healthily.

Employeesareempoweredtothinkthroughnewwaysof evolvingthebusinessandtheirroleinmakinganimpact.At Yieldmo,employees'careerpathsareintheirhands,andits leadershipteamgenuinelycaresaboutemployeesaspeople andputsgreatresponsibilityontheroleofleadingothers. Asapeople-drivenorganization,Yieldmoishonoredtobe includedon listmultiple Crain'sBestPlacestoWork yearsinarow.

TheVastImpactofthePandemic

Mikestatesthattheadvertisingmarketwasgreatlyaffected byuserbehaviorandhowonlinehabitschangedduring COVID-19.Accordingto ,digitalconsumptionrose WARC byover30%duringthepandemic,forminglasting consumerhabitsinshoppingandcontentconsumption. OneareagreatlyinfluencedbythepandemicisConnected TV AccordingtoMike,withconsumersstuckathome, high-qualityvideobecamemoreimportantthanever As

videocontinuestogrowandevolve,Yieldmobelievesthat allvideowillneedtobeplatform-agnostic,andithas increaseditsvideoofferingsandiscontinuingtoevolvefor aseamlessexperiencetomeetthisdemand.

Anotherareathatwassignificantlyinfluencedwasonline shoppingandtheriseofDirect-to-Consumeradvertising. Accordingto ,onlineretailsales DigitalCommerce360 increased32.4%yearoveryearin2020andwereup39%in Q1of2021.Withthevalueofonlineretailrising,Yieldmo focusedinnovationonshoppableadformats,suchas Megashopper,thathelpmorecloselyconnectadvertising andshoppingexperiences.

HelpingHandtotheCommunity

Yieldmocontinuestocontributetothecommunityin numerousways.IthasworkedwiththeBoydInitiative andTheAdvertisingClubofNewYork's to AdFutures mentorfutureleadersforcareersinadvertisingtechnology Yieldmohasalsodonatedmediatohelpraiseawarenessfor

importantinitiatives,suchastheSandyHookPromise and ,tonameafew. MediaSavingLives

AFutureView-Through

Mikestatesthatdigitaladvertisingisonthebrinkofa seismicshift.Thefuturebrowserandlegislativechanges restrictingpersonalusertargetingtacticsmakeitharderfor marketerstoconnectthedataaboutindividualsandhow theymoveacrosstheweb.

“Wearerapidlymovingtowarda‘Privacy-First’economy: smartmarketersarestartingtotestnewprivacy-compliant waysofexpandingreach,findingefficiency,and communicating,withoutrelyingon3rdpartycookies.”

Yieldmo’ssolutionswerebuiltwiththefutureof advertisinginmind.Tohelpmarketerscapitalizeonthese shiftsastheytakeplace,suchasApple’scurtailingof onlinetracking,YieldmolaunchedthePrivacy-First Marketplace,aseriesofprivacy-firstPMPdealsthat

transactonnon-addressableinventoryandvastly outperformbenchmarks.Ithasalsodevelopedanexchange builtonprivacyfirstsignals,suchascontextualand performance,thatrespectsconsumers’privacyandprovides effectiveadvertisingwithoutusingpersonalinformation.

WithGDPRineffectsince2018,it'snosurprisethatEurope farsurpassestheUSwithitsprotectionandprivacy regulations.Asprivacy-firstbecomesthenormworldwide, Yieldmowillcontinuetobuildoutitsinternational expansionin2022.

WhatdoClientsHavetoSay?

“Yieldmo'scontextualapproachhelpedusfindhighperformanceimpressionsforagreatvalue.Theywereboth ourlargesttrafficdriverandconversiondriver.Yieldmo's performancegaveusgreatconfidenceinthepowerof contextaswemovetoaworldwithfewerandfewer cookies." JulieFleischer,ChiefGrowthOfficer, Encantos

“Yieldmoprovideduswithanewandinterestingmethodto reachourconsumersandincreaseourCTRthatwehaven't beenpresentedwithinthepast.Giventheresultsofthis test,we'vedefinitelyacknowledgedthebenefitsof attention-basedoptimization.” NatalieBenoit,Shopper MarketingSeniorManageratGEAppliances.

Weliveinanerawherepeoplenolongerprefer readingnewsfromnewspapers.Instead,they keeponscrollingtheirphonestoknowwhatis happeningaroundthem.Digitalizationfinallyseemstobe here.

Withpeoplegettingverymuchobsessedwiththeinternet, thescienceandartofadvertisinghavechangedalot. Advertisersareembracingdigitalchannelsmore,andthis hassurpassedtraditionalchannelsofadvertising.

Letusshedsomemorelightonhowadvertisinghas evolvedthroughouttheyears.

MethodsofEvaluatingAdvertising

Digitaladvertisingisgrowingandisexpectedtogrowwith theincreasingdemandfortechnology Thisputscompanies inthefrontseat,asthefieldcomeswithmanymore opportunities.Digitalboards,socialmediaplatforms,and theincreasingtechnologicaltoolslikeAI,Cloud,BigData areafewexamplesofit.Undoubtedly,wecansaythat advertisingisboominginthisdigitalageoftechnology today

Youmighthaveexperiencedproductsfollowingyouon everynewpageorsomeotheractivityyoudoonline.That isonebestexampleofhowcompaniesareleveraging digitalizationtoreachtheirtargetaudience.Withdigital advertising,companiescanfollow,understandyourinterest, andrecommendtoyoutherelatedproducts,whereyou ultimatelyendupbuyingthem.That'sadvertisinginthe digitalageforyou.

Anotherreasondigitaladvertisingiseffectiveisthe increasingnumberofsmartphones.Roughlythereare11 billionmobileuserstoday,anditissettoincreasewiththe

growingnumberofinternetusers.Thisisthebigreason whyadvertisinghasbecomesosuccessfulintoday'sdigital age.

Herewealsoneedtoappreciatethecreativityandefforts thatthecompaniesmakeforthebestuseoftechnology. Thisiswhyweseemanycompaniesalreadyinthemarket, competingtomakeitbigintheindustry.

Whataretheessentialcomponentsthatbusinessesshould focuson?

Firstly,thequalityofagoodadvertisingcompanyisto makethebusinessobjectivesclearandeffectivelyputthem forwardinfrontofyourcustomer.Youhavetodefineyour objectivesclearly,whichwilleventuallyhelpyouto formulateadvertisingobjectives.Ifyourbusinessgoalsare notclear,customerswillnotknowyou,whichdefinitely affectsyoursalesfigures.

Secondly,havingawarenessaboutthemarketmattersthe most.Itisonlythenyouwillrealizethetruepotentialof technology.Ofcourse,therewillbefailures,butafew losseswillonlymakeyoubiginthecomingtime.

Thefinalstagecomeswhenyoubecomeasuccessfulfullfledgedbrand.Onceyourproductisoutonthemarket, eventually,youwillknowyourpotentialcustomersand howtoreachthem.Additionally,beawareofyour customers'likings,andkeepinnovatinginthatway.Getto knowmoreabouttheindustrytrendsofmarketingtheir productsandalwaysbelieveinyourwayofadvertising products.

Themarketingdomainhas alwaysbeentheepicenterof successfulbusinesses.Whether youareastartup,amongMSME,ora giantcorporation,nurturingyour marketersisthesigmaruletoacein thecut-throatcompetition.

Togrowyourbusinessacrossglobal competition,therearemultiple marketingtrendsthatyoufocuson. Thisarticlewillhelpyouwithmajor trendsinmarketing.

Marketingisthevoiceofyour business,andinordertobeheardin thepandemicnewnormal,youdon't onlyneedrobustmarketers,butalsoan out-of-boxthinkingalongwith technologicalinnovation.

Outofmany,hereisalistofmarketing trendsthatyoumustincorporatefor highROIinyourbusiness.

ConversationalMarketing

Conversationalmarketinghasalways beenthego-tostrategytointroduce yourtargetaudiencetoyourproducts andservices,ultimatelyconverting leadsintocustomers.Inthedigitalage, artificialintelligenceandmachine learninghaverevolutionized marketingstrategies.

Thecustomerexperienceisan importantelementofthemarketing process.Asurveyby Salesforce(customerrelationship managementsystem)revealsthat42% ofconsumersdesireforinstantreplies andquickimplementationinquery resolutions.

Inthedigitalage,implementing conversationalmarketinghasbeen

quick,andtherearemultipletoolssuch aschatbots,Livechats,socialmedia engagement,clicktomessengerand manymore.

Today,marketinghasadoptedahybrid modelthatcreatesanonlineaccess hub,providesbrandexperience,and closesdealsatavirtualorphysical platformtoo!

ExperientialMarketing

Ifyouareacrediblebrandorastartup, butwithanovelbusinessmodel,all youwillneedistopitchyourproducts, andtheballisinyourcourt.

Thisisoneoftheage-oldpracticesof techgiant Apple.Ithasbeenfamous, creatingWorldwidedeveloper Conference,wherethousandsof softwaregeeksdiscusslatesttrends, addvaluetothemarket,brandown tech,andrevitalizetechnology.Inthis order,thetechnologyoperationsgeta wideraudience,developersaddupto theirintellect,andapplereceivesbrand engagement.Itsawin-win!

Furthermore,businessescan'tjust functiononsocialmediaand innovativetechnology.Ifyouarea buddingbusinessandyourmarketer don'thitthestreets,youmaysurely missalargeportionofyourprofits.

Therefore,youneedtofocusonthe offlinemodeofmarketingtoo.

AsurveyintheUnitedStatessuggests thatadcampaignsinnewspapers increasedtheimpactofbusiness growth.Also,thebillboard advertisementresultedinto3outof10 driversvisitingashop,restaurant,or retailmarket.

EventsandMeet-ups

Inthemodernageofmarketing, creatingpubliceventscankeepyour brandupdatedwhileyoumarketyour product,andyourpotentialconsumer getsareal-timeexperienceofyour company'sproductandservices.Inthe pandemic-newnormal,organizing counselingmeet-upspavesthewayto addinghumantouchescalatinghigh conversionrate.

Theintegratedtechnologysolutions suchasSalesforcehasahigh integratedsystemthathelpsthe marketingandSalesteamtogetAI supportalongprovidingcustomer activitythathelpstounderstand appropriatemarketingpitchwithyour potentialleads.

Theworldhasbeenchanginginthe courseofthepandemic,buttherehas beennoevidenceofmarketinglosing itsholdoverthemarket.Ifyoulookto thebenefitsofmarketingandtheway newtrendsintechnologyarebeing emerged,marketinghasbeenthe cakewalkforgrowingbusinesses.

So,whyismodernmarketingtrends winningheartofentrepreneurs globally?

Today,businessesaresearchingfor solutionstopenetrate everycornerof theglobe.Thehybridmarketingmodel isfacilitatingprofitableopportunities tomaximizebrandenhancementand nocumbersomebusinessoperations involved!

Ifyouareproactiveinbusinessand wanttogrowbeyondglobalbarriers, youmustadapttothesemarketing trendstoday!