The 10 Most Innovative Ad Tech Companies of 2022, February2022

Editor’s Desk

Advertising Simplified!

oday,wearesurroundedbyadvertisements.When

Tcheckingyourphone,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@insightssuccess.com

Sharad Chitalkar

CorumDigital 18 AWorldwideLeaderintheDigital SignageIndustry

IAdea 24

EnablingOrganizationsto buildtheMostEffective Workspace

NoBoundariesMarketingGroup 30

SmallBusinessesand EmpoweringthemtoThrive

ReflectSystems 34

Meaningful ConnectionsBetweenBrands andPeople

Yodeck

ProfessionalDigital SignageforEveryoneatan UnbeatablePrice

Name

Amobee,Inc. amobee.com

BasisTechnologies basis.net

CorumDigitalCorporation

FeaturedPerson

NickBrien, CEO

ShawnRiegsecker, CEO&Founder

AdamSnider, DirectorofSales &Marketing

iadea.com

AdScienceInc.

JohnC.Wang, Founder&CEO

LisaUtzschneider, CEO

ChristopherAmos, Owner

LeeSummers, CEO

MichaelBlend, CEO&Co-Founder

MikeYavonditte, Founder&CEO

Vangelis Mihalopoulos, Co-founder&CEO

Brief

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 Yieldmo

Story

Embracing the Future of Ad Targeting

Providing a Smart Exchange that maximizes the value of advertising for buyers, sellers, and consumers.

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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

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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.

Cover Story

AnEmbeddedCreativeCulture

AtthecoreofYieldmo'sculturalDNAiscreative explorationandacommitmenttounlockthepotentialthat sitswithineachandeveryYieldmate.Itbelievesin providingfullautonomyforworktobedoneandfor problemsandsolutionstobedebatedproductivelyand healthily.

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

TheVastImpactofthePandemic

Mikestatesthattheadvertisingmarketwasgreatlyaffected byuserbehaviorandhowonlinehabitschangedduring COVID-19.Accordingto ,digitalconsumptionroseWARC byover30%duringthepandemic,forminglasting consumerhabitsinshoppingandcontentconsumption.

OneareagreatlyinfluencedbythepandemicisConnected TV AccordingtoMike,withconsumersstuckathome, high-qualityvideobecamemoreimportantthanever As

videocontinuestogrowandevolve,Yieldmobelievesthat allvideowillneedtobeplatform-agnostic,andithas increaseditsvideoofferingsandiscontinuingtoevolvefor aseamlessexperiencetomeetthisdemand.

Anotherareathatwassignificantlyinfluencedwasonline shoppingandtheriseofDirect-to-Consumeradvertising. Accordingto ,onlineretailsalesDigitalCommerce360 increased32.4%yearoveryearin2020andwereup39%in Q1of2021.Withthevalueofonlineretailrising,Yieldmo focusedinnovationonshoppableadformats,suchas Megashopper,thathelpmorecloselyconnectadvertising andshoppingexperiences.

HelpingHandtotheCommunity

Yieldmocontinuestocontributetothecommunityin numerousways.IthasworkedwiththeBoydInitiative andTheAdvertisingClubofNewYork's toAdFutures 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.

Advertising in the Digital Age

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.

What Do You Know About the Modern Marketing Trends?

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

Marketing Insights

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!