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Rubicon Project And Telaria Are Merging To Scale Connected TV Advertising

Rubicon Project and Telaria, two publicly traded ad-tech companies, are merging.

Two publicly traded ad-tech companies are combining to push deeper into video advertising.

Los Angeles-based Rubicon Project and New York-based Telaria have agreed to an all-stock deal that will leave Telaria stockholders with 47.1% of shares while Rubicon Project’s stockholders will own 52.9%. After news of the merger, which was announced today, Rubicon Project’s stock price rose by more than 7% to $7.75 shortly before markets closed. Telaria’s stock price also increased more than 11% to $8.39.

According to a combined statement from both companies, the merger will create the world’s largest independent sell-side advertising platform. Telaria, which was known as Tremor Video until it rebranded in 2017, brings an expertise in connected television to Rubicon’s programmatic platform. In addition to connected TV, the companies will let publishers continue to buy ads on desktop, audio, mobile and other video platforms across an increased geographic footprint that includes the Americas, Europe and Asia-Pacific regions.

After the deal is finalized, Rubicon Project President and CEO Michael Barrett will become CEO and Telaria CEO Mark Zagorski will become president and chief operating officer.


According to Zagorski, the merger will allow the company to better compete with even larger players and also better position itself for the era of connected television—a sector of the ad-tech space that’s expected to grow in next year. Combined revenue of both companies was $217 million between the end of September 2018 and September 2019, a 32% increase over the same period between 2017 and 2018.

In an interview, Zagorski tells Forbes “the reason why this merger made so much sense is there are so many complements.”

“What was also really apparent though as we were building our businesses out was there was this huge demand for this single, one-stop shop both from a buy side and a sell side,” he says.

The deal, expected to close in the first half of 2020, comes at a time when a number of ad-tech and mar-tech companies are merging or selling with higher frequency. Some companies are selling to becoming tools within larger firms while others are merging to create the scale needed to compete with juggernauts like Google and Facebook.

Apart from the existing competition, ad-tech companies also face heightened regulatory scrutiny and uncertainty as lawmakers at both the state and national levels look into regulating how companies collect and use consumer data for commercial purposes including digital advertising. Next month the California Consumer Privacy Act goes into effect, and several other bills are being considered in Congress.

According to Barrett, the two CEOs met each other years ago soon after entering their respective roles. He said they were inspired by companies like The Trade Desk, another publicly traded ad-tech company that has scaled over the years. Barrett said a combined company of Rubicon Project and Telaria would “complete the pie.” It also allowed Rubicon Project to grow its video business.

According to Telaria’s most recent earnings, connected TV made up 50% of the business in terms of net revenue, while Rubicon’s was much smaller. (Zagorski says the combined company—which will have a new name sometime next year—expects on a pro forma basis to have a connected TV operation in the “mid- to high- teens as a percentage of business.”)

“Although we were doing well in video, we were nowhere in CTV,” Barrett tells Forbes. “Then you look at all the success that Mark and Telaria has had in a hot, strategic area.”

Finding connected TV opportunities is increasingly appealing to marketers looking to diversify their advertising budgets. And while Facebook and Google have been able to win the majority of new digital ad dollars spent on mobile and desktop platforms, programmatic TV advertising is still largely untapped. That’s led major networks, streaming platforms and cable companies to look for ways to collaborate on sharing and scaling data. For example, Viacom, NBC, Fox and Univision have joined a consortium called OpenAP, which lets them pool their data for audience-buying.

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I’m a reporter at Forbes covering marketing, advertising, and technology. Previously, I was a tech reporter with Adweek and before that covered politics in Alabama for The Associated Press.

Source: Rubicon Project And Telaria Are Merging To Scale Connected TV Advertising


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10 Steps You Can Take To Keep Advertisers From Dictating Your Life

Dennis Maliepaard via Unsplash

Commercials, advertisements, and marketers work tirelessly to convince us that products manufactured on assembly lines will make us happier. But in reality, these unnecessary purchases separate us from our dollars while adding stress, burden, and obligation to our lives. It is time to step away.

The task of living an intentional life focused on things that matter is enormously complicated these days by modern propaganda.

Commercials, advertisements, and marketers work tirelessly to convince us that products manufactured on assembly lines will make us happier. But in reality, these unnecessary purchases separate us from our dollars and add stress, burden, and obligation to our lives—they do not bring happiness.

The goal of Madison Avenue is to distract our desire. Their messaging changes our attitude from “That’s extravagant” to “That would be nice” to “I want that” to “I need it.” They are so subtle at their craft we hardly realize we are being brainwashed. Subconsciously, they take control of our desires, our checkbooks, and ultimately, our lives.

To stop letting advertisers dictate our lives, we must make firm moves to counter their assault. Here are ten steps you can take today:

1. Realize that happiness is not an item to be purchased, it is a decision to be enjoyed. Beware of destination addiction—the belief that happiness will be realized in your next purchase. The dopamine rush from a new purchase is immediately fleeting. Happiness is a decision to be made… it is not for sale on Amazon.

2. Identify what advertisements are trying to sell you. The emphasis in advertising has moved away from fact-based proclamations to creating associations in the mind of the viewer. Advertisers appeal to our subconscious desires (status, sex, prestige, happiness, appearance, self-esteem, identity, or reputation) and fears (loneliness, security, weaknesses, uncertainty). Be aware of their strategy so you will not be fooled by it.

3. Buy things for their usefulness, not their status. Purchase items for their ability to meet your needs, not their ability to impress your neighbor. Apply this principle everywhere, but your house, your car and your clothes are good places to start. You don’t have to live like everyone else. In fact, you’ll probably be happier if you don’t.

4. Limit marketing messaging. Unsubscribe from email lists. Cancel junk-mail. Mute your radio/tv during advertisements or better yet, stop watching television altogether. Enjoy outdoor recreation (biking, exercising, hiking, gardening, camping) or occupy your mind with reading, art, conversation, philosophy, or meditation instead.

5. Recognize your trigger points. Are there certain stores that prompt unnecessary purchases in your life? Products, addictions, or pricing patterns (clearance sales) that prompt an automatic response from you? Maybe there are specific emotions (sadness, loneliness, grief) that give rise to excess consumption. Identify, recognize, and understand these weaknesses. This is one of the most important steps in taking back control of your actions.

6. Count the hidden cost of purchases. The price of purchasing any item is not limited to the sticker price. Our purchases always cost more. They require our time, energy, and focus (cleaning, organizing, maintaining, fixing, replacing, removing). They prompt worry, stress, and attachment. Each purchase takes up physical space in our homes and mental space in our mind. Henry David Thoreau said it best, “The price of anything is the amount of life you exchange for it.” Look beyond the price tag.

7. Practice gratitude and generosity. Gratitude turns what we have into enough. When we stop focusing on the things we don’t have, we are better able to appreciate the things we already do. This mindset shifts our passions away from the promises of advertisers. Equally important, generosity reminds us that we already have enough and brings greater fulfillment and satisfaction into our lives.

8. Embrace the sharing economy. The Internet has brought many new opportunities to us. One of the most important is the emergence of the sharing economy. Whether people are sharing homes, vehicles, tools, toys, or clothes, there is less need today for ownership than ever before. Ownership is being replaced by relationship—and that’s always a good trade-off.

9. Enforce a 30-day wait period on major purchases. Avoid regrettable judgments by implementing a month-long waiting period on items over $100 (or pick a dollar amount more applicable). This cooling period will provide opportunity and space to better answer these questions: “Do I really need this?” “Will it make me happier in the long run?” “Are there any subconscious motives to this purchase?” and “Can I find it cheaper elsewhere?”

10. Do more of what makes you happy. Your possessions are not making you happy. Once our basic needs have been met, the happiness found in consumerism is not noticeable. Instead, find what it is that truly makes you happy and do more of it. I find my happiness in faith, family, friends, and contribution. Your list may differ slightly. But either way, owning a whole bunch of stuff is almost certainly not on it.

The only release from the influence of marketers and a consumerist society is to exit—to decide that enough is enough and the relentless pursuit of possessions will never lead to an intentional life. The first step is to be intentional in overcoming it.

Joshua is the Founder of Becoming Minimalist, a website read by 1M readers/month. He is the bestselling author of The More of Less, The Minimalist Home, & Creator of Simplify Magazine.

— Read on

Source: 10 Steps You Can Take To Keep Advertisers From Dictating Your Life| Forbes ‹ Truth2Freedom’s Blog ‹ Reader —

How to Boost Your Digital Strategy With Native Advertising



It’s predicted that $8.8 billion will be spent on native advertising in 2018, making it one of the most important marketing trends globally.

Due to its non-disruptive approach, native advertising can offer better click-through-rates (CTR), more leads and better online marketing results than traditional advertising.

Below is an infographic, and supporting article, that will tell you everything you need to know to leverage native advertising for your brand.

What is native advertising?

Native advertising can be defined as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”

. In short, native ads are paid advertisements that look like natural content that matches native user experience, is inherently non-disruptive and function exactly like natural content.

Altogether, native advertising has the following criteria:

  • It’s paid for;
  • It blends in naturally with the platform on which it appears;
  • It’s labeled as sponsored content.

The Interactive Advertising Bureau has distinguished six different types of native ads: in-feed units, paid search units, recommendation widgets, promoted listings, in-ad with native element units, and custom content units.

While native ads vary by form, function, and integration, the new model as a whole is growing substantially. Researchers estimate that by 2021 native advertising will reach revenues of almost three-quarters of the U.S. ad market.

Thus, there is no doubt that competitive brands must jump on the native advertising bandwagon as soon as possible.

Why does it work?

Are you still wondering about the effectiveness of native advertising? There’s no need. Statistics show that native ads are doing their job exceptionally:

  • 97% of mobile media buyers evaluate native ads as very or somewhat effective at achieving branding goals.
  • Native ads have provided an 18% higher lift in purchase intent than banner ads.
  • 70% of people say they would rather learn about products through content than traditional ads.
  • Compared to display ads, native ads are viewed 53 % more frequently and they provide 60% higher CTR.
  • 32% of consumers admit they would share a native ad with their friends and family.

So why does native advertising work so well?

1. It’s targeted

Native advertising is tailored to the audience that reads the specific website or uses the specific app. This creates an opportunity for marketers to narrow their messages for the specific readership.

2. It’s non-disruptive

Let’s be honest, customers despise ads. However, native ads do not disrupt user’s experience on the platform. Rather, they blend in and users don’t perceive them the same way as traditional ads. This leads to a higher trust and interest level.

3. It’s harder to turn a blind eye on native ads

It’s researched that native ads are more engaging than traditional display advertising. In fact, users have learned to ignore banner ads which have led to their decreased popularity over the years. However, native ads are harder to neglect as they blend in with the content of the platform.

4. Native ads can’t be blocked

By the end of 2017, nearly 87 million Americans were expected to use an ad blocker. Native advertising, therefore, is a reader-friendly solution for brands who wish to circumvent ad blockers altogether. As native ads work like regular content, ad blockers can’t detect and block it.

5. It’s easily accessible for brands

More than 75% of US publishers offer native advertising opportunities. That makes it a very accessible form of promotion. There are plenty of opportunities for businesses of any size to advertise on different mediums and reach out beyond the standard social media networks.

What’s trending?

The truth is, native advertising isn’t a brand new trend.

Ads that blend into the surrounding content have been around for decades. However, there are some fresh trends in native advertising that your brand should be taking into account.

Mobile apps

It’s a well-known fact that nowadays advertisers must create strategies with a mobile-first perspective. This means that mobile native advertising will soon dominate the ad space. In fact, in-app advertising is the way to go since statistics show that only 11% of users go to the mobile versions of sites, while 89% prefer apps. Plus, in-app native ads are viewed 3x more often than the banners on mobile sites.

VR advertising

Virtual reality has a huge potential to boost native advertising. 360-degree video features provide a wide range of opportunities for advertisers to place their ads in a discrete manner. In fact, virtual surroundings can be more persuasive and provide natural solutions for native advertising.

User-generated content

Nowadays, customers are demanding authenticity from brands. One of the best ways to ensure this is by adding user-generated content to your native advertising strategy. According to  Ertimur and Gilly (2012), content that is created by users is highly credible and helps to build trust. Moreover, it can take different forms including social media posts, surveys, polls, reviews, etc.

Native video content

Video is one of the fastest growing advertising channels in recent years. Due to the high involvement and engagement indexes, it makes sense to use it for native advertising too. In fact, in comparison to pre-roll advertisements, native video advertisements have proven to generate a greater brand lift amongst users.

How to succeed with your native advertising

While native advertising can seem a little intimidating and tricky at first, there are some good practice tips that will ensure you succeed.

1. Know your audience

First, determine who your target audience is, what problems they are trying to solve, and what type of content they would value. Make sure you use all the data you have to analyze your online audience. An easy and quick way to do it is by using an URL shortener such as Capsulink or to get a comprehensive insight into what topics your audience is most interested in and which platforms they visit the most.

For instance, Taco Bell researched their audience and learned that Snapchat is the best place to reach their customers. Thus, for Cinco de Mayo they decided to create a sponsored Snapchat lens which turned the user’s face into a giant taco shell. The lens quickly became popular and was viewed 224 million times in one day.

2. Generate interest and value

Choose an angle that appeals to your audience. Try your best to combine things your audience would be interested in and the ones a publisher’s audience would be interested in. And ultimately, create something that is valuable for all readers.

A great example of this is how Netflix cooperated with the Wall Street Journal. To promote the show Narcos, they created Cocainenomics – an interactive portal that allows readers to explore the history of the international drug trade and the story behind the Medellin drug cartel.  Featuring detailed maps, graphics, photos, a video and a quiz – this publication provided a fascinating story that engaged and captivated the readers.

3. It doesn’t have to be directly about your product

Some of the best native ad examples prove that it doesn’t always have to be about your product or service.

Similar to Netflix, Airbnb chose to create an advertisement that’s not directly about them, but still fulfills the mission that their company represents. In cooperation with the New York Times, Airbnb told a compelling story about Ellis Island and immigration in New York. With the help of narration, maps, and archival photos, the piece provided detailed insights into family histories and showed the legacy of Ellis Island that has welcomed immigrants for centuries. The ad focuses on the idea of hospitality and homebuilding – something that represents Airbnb as a company too.

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4. Match the publisher’s editorial standards

While native ads are still paid promotion, don’t let your guard down and create a piece of content that isn’t up to scratch. Just because you’ve paid for the post or article doesn’t mean it can be done poorly. Make sure your copy fits in and has the same tone and voice as the editorial content on the site. Remember, the main goal is for readers to read your native content without detecting differences in quality from other text on the site.

Check out this piece by IBM on The Atlantic. If the text wasn’t be marked as sponsored content, it would be almost impossible to distinguish it from normal content on the website. In this example, IBM has created educational and interesting content that blends with other content on the site and thus seems more appealing and trustworthy to the readers than regular banner ads.

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5. Think outside the box

Ultimately, don’t be afraid to be unique, creative and go beyond a typical advertising strategy. Native advertising provides you with opportunities to go further than your established brand tagline or CTA, so make sure you take them. Keep in mind, this is your chance to create engaging, captivating and brave content for your specific audience.

A great example of a creative native ad is Gatorade’s Snapchat game “Serena Williams’ Match Point”. The game was created to celebrate victory at the 23rd major tennis tournament of Serena Williams’ storied career. The game took users through 22 levels of tennis, one for every Grand Slam singles title the tennis star had won.

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Wrap up

As consumers increasingly tend to ignore and block banner ads and display advertising, native advertising done well can bring your brand great success.

However, if you want your native ad to be effective, you must capture consumers’ attention, and entertain or inform them. In fact, your content has to be even more compelling than the content in which your ads are embedded.

Since the best native ads are smoothly integrated into the page or app content, they don’t trigger the ad avoidance strategies many consumers have adopted these days. Thus, to stay competitive, you must implement native advertising in your brand’s online strategy as soon as possible.

Guest Author: Alexander Bickov is a Riga-based product designer with over 15 years’ of experience in UX design and digital marketing. Through his work, he aims to connect people and products using strategy, creativity and technology. Alexander has built digital services and products for many different organizations ranging from small startups to large companies. His writing has been featured in the iOS App Store, Wall Street Journal, CNN, Business Insider, Forbes and Big Think. You can find him on Twitterand LinkedIn.

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