AdTheorent Partners with Jounce Media to Verify Removal of Made for Advertising (MFA) Properties from Its Campaigns

Rhea-AI Summary

AdTheorent Holding Company strengthens supply path optimization strategy with partnership with Jounce Media (Nasdaq: ADTH)

Insights

Market Research Analyst

AdTheorent's partnership with Jounce Media represents a strategic move to enhance the integrity and effectiveness of its programmatic advertising offerings. By proactively excluding Made For Advertising (MFA) publishers, AdTheorent addresses the issue of inflated metrics that do not correlate with real business outcomes. This decision aligns with industry trends that prioritize transparency and quality over quantity in digital advertising. It is indicative of a broader shift towards supply path optimization, which seeks to streamline ad spending and eliminate non-value-adding intermediaries.

The potential cost savings from avoiding MFA sites, which account for a significant portion of ad spend, could be substantial. Advertisers are increasingly demanding accountability for their investments and AdTheorent's approach could lead to a competitive advantage. By focusing on high-quality inventory and leveraging machine learning for anti-fraud and viewability, AdTheorent may attract advertisers looking for more efficient and effective ad spend. This could impact AdTheorent's market share and profitability in the long term, as they offer a differentiated value proposition.

Financial Analyst

AdTheorent's initiative to ensure high-quality impressions and to exclude MFA properties can be seen as a move to optimize operational efficiency and potentially enhance the company's financial performance. By employing machine learning and partnering with Jounce Media for MFA-detection, AdTheorent is likely to improve its service quality, which could translate into higher customer retention rates and attract new clients seeking reliable programmatic advertising solutions.

Given that the open web programmatic market represents a significant spend, AdTheorent's focus on quality over quantity could lead to a higher return on investment for its clients. This, in turn, may result in increased spending by existing clients and attract new ones, potentially boosting the company's revenue. The emphasis on cost-saving measures and avoidance of non-added value fees is also likely to improve AdTheorent's profit margins. Investors should monitor the company's future financial reports for evidence of the impact of these strategic measures on the bottom line.

Advertising Technology Expert

AdTheorent's proactive stance against MFA sites is a significant development in the ad tech industry, reflecting an advanced application of machine learning (ML) to combat ad fraud and improve inventory quality. The hand-vetted platform-wide approved list and ML anti-fraud and viewability models demonstrate the company's commitment to technological innovation and high standards for digital advertising.

These measures are likely to resonate with advertisers who are growing increasingly concerned with issues like ad fraud, viewability and the overall quality of the programmatic supply chain. As a result, AdTheorent's approach could set a precedent for other players in the industry, potentially leading to a higher standard for inventory quality and transparency. AdTheorent's technology-driven strategies could also push the industry towards greater adoption of ML and data analytics to drive efficiency and effectiveness in programmatic advertising.

Partnership strengthens an already robust supply path optimization strategy designed to ensure high-quality impressions, cost savings, performance and scale for programmatic advertisers

NEW YORK, Jan. 3, 2024 /PRNewswire/ -- AdTheorent Holding Company, Inc. (Nasdaq: ADTH), a machine-learning pioneer and industry leader using privacy-forward solutions to deliver measurable value for programmatic advertisers, today announced that it has partnered with Jounce Media, an industry leader in programmatic supply chain management, to ensure that AdTheorent's campaigns remain MFA-free, unless affirmatively elected by an advertiser.  AdTheorent leverages Jounce's MFA-detection technology and data, as well as proprietary machine learning models and processes, to ensure that MFA publishers are excluded from all campaigns. AdTheorent's proactive exclusion of MFA publishers reflects the company's commitment to providing advertisers with access to only the highest quality inventory. 

According to the Association of National Advertisers Programmatic Media Supply Chain Transparency Study, the open web programmatic market represents $88B in spend and of this total market, advertising on MFA sites accounts for $10B.  MFA sites are designed to drive clicks, irrespective of actual business value for advertisers, and AdTheorent believes the prevalence of MFA properties undermines the effectiveness of open web programmatic advertising.  AdTheorent has removed MFA properties from its campaigns, ensuring that media dollars are allocated to high quality inventory, as verified by leading third-party, Jounce.

"Made For Advertising publishers flood the programmatic advertising supply chain with ad products that achieve attractive vanity metrics, misleading media buying teams into thinking their media spend is successful, while doing nothing to drive actual business outcomes for the advertisers," said Chris Kane, President, Jounce Media. "AdTheorent's decision to block MFA by default protects advertisers from low quality impressions and demonstrates the company's commitment to being responsible stewards of programmatic advertising investments."

In addition to blocking MFA by default, AdTheorent uses a proactive and holistic approach to protect advertisers from various forms of low-quality digital inventory, driving performance, cost savings and scale for advertisers. Key elements of AdTheorent's inventory quality and supply path optimization approach include:

• Hand-Vetted Platform-Wide Approved List
  • While many in the industry have a platform exclusion list, AdTheorent has a highly curated approved publisher list and ads are served only to properties on this list. AdTheorent's platform-wide approved list is manually reviewed and updated regularly. AdTheorent prioritizes high-quality inventory over click-bait, focusing on delivering measurable advertiser value, not vanity ad tech metrics. 
• Machine Learning Anti-Fraud and Viewability Models
  • AdTheorent utilizes ML models in advanced ways to filter waste and fraud. AdTheorent deploys across all of its inventory machine learning anti-fraud and viewability models.  AdTheorent's real-time anti-fraud infrastructure detects fraud before the impression is served.  Additionally, AdTheorent partners with several leading third-party inventory monitoring solutions, including  DoubleVerify's Pre-Bid Filtering and Post-Bid Monitoring and IAB's Bots & Spiders Block List.
• Cost-Saving Measures
  • AdTheorent employs a robust supply path optimization strategy that includes throttling-away from impressions with a high volume of resellers in the transaction and optimizing against so-called "cheap reach" properties and "multi-hop" resold inventory. This ensures that AdTheorent is not paying for non-added value fees in the supply chain and that AdTheorent's ads are served in premium, above-the-fold environments.
  • AdTheorent utilizes ML-based price and performance optimizers designed to identify data signals that correlate with performance and ensure that advertisers do not overpay for inventory.  Insights derived from AdTheorent's suite of optimizers are used to inform bidding and bid pricing decisions for the entire campaign.  

"We have been proud to work with Chris Kane and the team at Jounce to verify the MFA-free nature of our campaigns," said Jim Lawson, CEO of AdTheorent.  "Our avoidance of MFA is one of the various measures that we have operationalized in our Platform to ensure that AdTheorent advertiser partners enjoy highly successful campaigns free from waste and inefficiency."

About AdTheorent
AdTheorent (Nasdaq: ADTH) uses advanced machine learning technology and privacy-forward solutions to deliver impactful advertising campaigns for marketers. AdTheorent's machine learning-powered media buying platform powers its predictive targeting, predictive audiences, geo-intelligence, audience extension solutions and in-house creative capability, Studio A\T. Leveraging only non-sensitive data and focused on the predictive value of machine learning models, AdTheorent's product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results, measured by each advertiser's real-world business goals. 

AdTheorent is consistently recognized with numerous technology, product, growth and workplace awards.  AdTheorent was named "Best Buy-Side Programmatic Platform" in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and "Most Innovative Product" (B.I.G. Innovation Awards) for five consecutive years.  Additionally, AdTheorent is the only seven-time recipient of Frost & Sullivan's "Digital Advertising Leadership Award." AdTheorent is headquartered in New York, with fourteen offices across the United States and Canada.  For more information, visit adtheorent.com.

About Jounce Media
Jounce Media is the industry leader in programmatic supply path optimization and is trusted by the world's largest brands, agencies, media companies, and advertising technology platforms to enable high efficiency programmatic trades. Through industry-leading research and fully transparent supply chain data, Jounce arms buyers and sellers with an information advantage to identify and avoid value-extracting RTB auctions. Learn more at jouncemedia.com.

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SOURCE AdTheorent

FAQ

What did AdTheorent announce?

AdTheorent Holding Company, Inc. (Nasdaq: ADTH) announced a partnership with Jounce Media, an industry leader in programmatic supply chain management.

What is the purpose of the partnership?

The partnership aims to ensure that AdTheorent's campaigns remain MFA-free, unless affirmatively elected by an advertiser, by leveraging Jounce's MFA-detection technology and data.

What is the significance of MFA publishers in the open web programmatic market?

According to the Association of National Advertisers Programmatic Media Supply Chain Transparency Study, MFA sites account for $10B of the total $88B open web programmatic market, undermining the effectiveness of advertising.

How does AdTheorent protect advertisers from low-quality digital inventory?

AdTheorent uses a proactive and holistic approach, including a hand-vetted platform-wide approved list, machine learning anti-fraud and viewability models, and cost-saving measures.

What measures does AdTheorent take to ensure high-quality inventory?

AdTheorent employs a highly curated approved publisher list, machine learning anti-fraud and viewability models, and a robust supply path optimization strategy to ensure high-quality inventory.

Who did AdTheorent partner with to verify the MFA-free nature of their campaigns?

AdTheorent worked with Chris Kane and the team at Jounce to verify the MFA-free nature of their campaigns.