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Delivering accurate predictions is more important than ever, given the rising costs of Click Per Acquisition (CPA) in the advertising industry and tightening ad budgets amidst broader economic uncertainty. Recently, Amobee’s Data Science and Engineering Teams leveraged machine-learning to enhance the algorithm that predicts Action Rate at bid time to make it more accurate. Let’s take a look at how Amobee’s DSP utilizes machine-learning, and how the recent enhancements to the algorithm improved CPA for major retail brands.

AI Tailored to Campaign Goals

When an advertiser creates a campaign in the DSP, Amobee AI takes over,  optimizing each aspect of the campaign to deliver campaign goals most efficiently. When the opportunity to show the ad appears, Amobee AI answers two fundamental questions: 1) to bid or not to bid for the impression opportunity, 2) how much to bid? The Amobee DSP utilizes machine learning and control theory-based predictive algorithms that combine data about the user, website, web page, campaign, and ad creative attributes to make predictions of click and conversion rates for each ad display impression. These predictions are combined with a campaign’s viewability, completion, CPC, or CPA goals and campaign delivery settings to generate an optimal bid response for each request. 

In adtech, it’s common for DSPs to use all-purpose machine learning models, but Amobee’s data scientists and engineers have found that there is no one-size-fits-all approach to AI; a variety of advanced machine-learning techniques drive better campaign performance. 

Model Chaining – When an ad request is received, depending on the nature of the ad opportunity, Amobee AI “chains” several models together, each serving a specific purpose, in a sequence that uses the output of one model as the input for another one, which optimizes the response to the bid request.

Model Splitting – Amobee AI uses models tailored to an advertiser’s campaign goals and inventory, whatever those goals may be. These specific models outperform all-purpose models in head-to-head comparison, optimizing to an advertiser’s campaign and budget goals.

Transfer Learning – Amobee AI leverages insights gained from running one model to create new, more optimized models that help deliver on campaign goals. 

Rules, Heuristics, Math, and Models – AI capabilities are leveraged throughout the Amobee stack and across every phase of the marketing cycle for advertisers. Both proprietary and non-proprietary technologies are leveraged in combination with machine learning, simulation, statistical models, heuristics, and rule-based techniques to optimize campaign outcomes. 

Amobee’s data scientists constantly monitor, evaluate, train and retrain the DSP’s AI models to improve accuracy, reduce media waste, and meet each campaign’s goals. 

Enhanced DSP Algorithm Improves Platform-Wide CPAs

Recently, Amobee’s data scientists and engineers enhanced the DSP algorithm that predicts action rate at bid time to improve accuracy. Platform-wide CPAs improved by 33% while two major DTC retailers saw 36% and 39% improvements respectively, with minimal impact to campaign scale/pacing, outperforming competitive platforms including search and social.

[TABLE FROM SALES SHEET]

The Amobee team is now in the process of enhancing machine learning for additional CPA, CPC, Viewability Models, as well as making optimizations to the win price prediction models and bid scoring flows. Amidst rising industry costs and ongoing economic uncertainty, optimizations like this are more valuable than ever to campaign performance. 
Curious to learn more about Amobee’s solutions for advertisers? You can read more success stories, watch a demo, or contact us.

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As consumers enjoy a second golden age of television with a wealth of content and modes of viewing to choose from, advertisers are struggling to measure the impact of their campaign’s reach and delivery across screens. This was the central topic of discussion for Amobee’s panel at AWAPAC, featuring Adam Hunt, Senior Director of Business Development and Partnerships for Amobee APAC; Mike Deane, Chief Media Officer at CHEP Network; and Laura Wall, Head of Agency Development for Samsung Ads. Matt Scheckner, Founder of Stillwell Partners and Global CEO of Advertising Week, moderated the discussion with a series of insightful questions, highlighted below. 

The Evolution of “Total TV” During the Pandemic

Technology has reinvented television, giving viewers many different ways of consuming according to their preferences. While this evolution has been building for years, things really accelerated during the pandemic, with streaming emerging as the dominant mode of TV consumption. BVOD, or Broadcasting Video on Demand, saw some of the most significant growth with roughly 38% YoY growth. Along with that shift, advertisers investment strategies have evolved to incorporate more digital investments. 

In this new landscape of “Total TV,” consumers have unlimited options for viewing what they want, when and how they want, and advertisers have a new wealth of information on which to base their strategies, thanks to Automatic Content Recognition (ACR) and set-top-box data. The challenge becomes creating a unified view of this television landscape so that advertisers can determine reach, measurement, and performance. The benefit of that holistic view, as Mike Deane stated, is that would enable advertisers to balance reach profiles across different platforms. 

Addressing Fragmentation & Measurement

Like many media marketplaces, APAC is experiencing unprecedented fragmentation, which creates challenges of measurement. Is a single unified view really possible? The consensus is clear: collaboration is a necessity – at the industry level between institutions, as well as ambitious alliances between companies – to improve measurement capabilities and bring us closer to that holistic view. 

Broad Reach vs Personalisation

The rise of ACR and set-top-box data allows advertisers to be opportunistic with how they’re engaging with people across the Total TV ecosystem. A topic of much debate during the AWAPAC session was the implications this granular data could have for cultural visibility and ultimately, brand awareness. Currently, TV advertising is still operating on a one-to-many model, not one-to-one, even in a digital context. As television technology advances and the ability to create personalised advertising increases, is it beneficial for the cultural health of brands? Panelists agreed that it’s important to maintain a balance of both personalised and broad reach. Data can be used for both targeting and insights on audience behaviour to inform planning and measurement, and can be used to build off each other in a use case such as linear reach extension. Brands can use personalisation to build an audience, but they can also use broad reach to encroach on competitors’ audiences and build overall brand awareness. A multi-faceted strategy will help brands stay agile as consumer behaviour evolves. 

The panel discussion was insightful, with one overarching takeaway: the Total TV landscape is new and still evolving, so the industry as a whole – advertisers, broadcasters and publishers, ad tech platforms – need to collaborate, test, and learn to discover what is truly effective. When the industry reconvenes for AWAPAC 2023, we hope to see even more synergy between parties to drive innovation on all of these issues.

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For those of us in adtech, the two (predictable) buzzwords were Identity and CTV, which were at the forefront of each conversation on the Tech Lab stage. In this blog, we have condensed our learnings and the impact of these two trends on the industry and Amobee for you to explore. 

No cookies? Let’s go shopping

In previous years, the cookieless future has been a well-trodden topic in the industry, but as cookie deprecation becomes even more of a reality, the conversation has shifted from theory to the delivery of actual solutions. More specifically, how can we approach identity and measurement in the new cookieless world?

A highlight was the panel on Future-Proofing Addressable Advertising featuring Rebecca Ackers, Managing Director UK & Nordics at Magnite, Ben Walmsley, Managing Director at The Sun and Daniel Knapp, Chief Economist at IAB Europe. The speakers introduced us to the  ‘Splinternet’ –  an apt name for the fragmentation of the open internet into silos. When publishers are adapting more quickly to the changing nature of identity than advertisers, agencies are immediately presented with a unique opportunity to drive innovation through testing and adopting solutions across fragmented environments. 

However, with an increasing amount of solutions emerging in the market, the correct approach is getting more difficult to find. We at Amobee see the identity solution as a combination of multiple identity providers and measurement — where advertisers can allocate, deploy, and analyze audiences across all forms of TV and the open web holistically rather than with a siloed approach. When comparing analytics solutions in the marketplace, advertisers ought to seek advertising technology platforms that are interoperable with multiple currencies, panels, and identities – and feature an advanced reporting suite that fully supports cross-screen investment strategies.

Delivering seamless experiences in the age of CTV

At times it felt that you could not escape conversation on CTV at AdWeek, which we gladly welcomed at Amobee! We witnessed agencies, publishers, DSPs, SSPs and data providers all getting involved in conversation across the different panels and sharing their diverging POV on the future of CTV. All players recognised that collaboration is evidently needed for a successful widespread adoption of CTV planning, execution and measurement. However, it is clear that broadcasters, by collaborating with the right technology partners, remain at the forefront of content delivery through CTV applications and continue to be a dominant force in the market.

Whilst excitement around CTV is growing, we must not lose sight of the evolution of traditional TV. 

Following Netflix’s news on subscription drop — pushing the company to evaluate AVOD as a service offering—  it was only natural for Samba TV to share their own CTV insights. Indeed, Ad Week coincided with the release of Samba TV’s State of Viewership Q1 2022 report, which outlines TV viewership trends across both the UK and Germany. Most notably is the oversaturation of linear advertising impressions, with 93% of linear impressions reaching 55% of German households in Q1 2022, meaning that the other 45% of households are becoming increasingly harder to reach for TV advertisers seeing only 7% of the linear impressions. This shows us that the future of viewership and content consumption is moving into a combination of Linear and Digital TV. In order to reach their audiences, advertisers now need to build holistic TV (Linear and digital) strategies that combine data from multiple sources but also be able to unify measurement.

These changes in the industry are opening additional premium content to advertisers like never before, but significant pressures remain on publishers to ensure a seamless user and buying experience in a controlled data environment. The aim when launching TechAlliance, a joint venture between Amobee and smartclip, was to fulfill these needs by providing a single access point to pan-European digital TV inventory. Through a seamless buying experience, advertisers can ultimately reach those elusive audiences not currently seen on traditional linear channels. We are looking forward to addressing these current challenges in TV buying for Pan-European clients and, through innovation, bringing premium broadcaster inventory into the programmatic world. 

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In a recent partnership with creative firm Ampersand Strategies and global media organization Fortune Media, Amobee found that COVID-19 vaccine advertising campaigns can drive a significant reduction in vaccine misinformation and hesitancy among minority groups.

Here’s how the partnership came together: when vaccine rates in key Georgia counties were at an all-time low, Ampersand Strategies and Fortune Media partnered to distribute COVID-19 vaccine education programs. The program aimed to increase vaccination rates among minorities in the area, combat vaccine misinformation, and shift where this audience was consuming media on COVID-19 vaccines. The two companies tapped Amobee experts for insight on the types of messaging that would resonate the most with their audience, as well as to create and distribute online video through custom audience segmentation.

So, how did Amobee’s partnership with Ampersand Strategies and Fortune Media achieve this? And what does it mean for other organizations looking to disrupt the flow of misinformation online?

Leveraging Data to Understand What Motivates Audiences

Amobee leveraged its Brand Intelligence (BI) solution to analyze billions of digital content engagement to understand pre- and post-campaign shifts in media consumption. A BI data analysis revealed that the content that resonated most across all demographics are stories with vaccine information for families and children. BI’s comprehensive data also determined Hispanic populations consume the most misinformation in Spanish.

Using Technology to Reach Audiences with Better Messaging

By leveraging its proprietary first-party data insight, Amobee was able to provide market insights for Ampersand Strategies to create online videos with new messaging. Furthermore, Amobee’s technology was used throughout the campaign to help with activation and optimize the impact overall. As a result:

The consumption of questionable and extreme content decreased by 66.67%
The consumption of factual and unbiased publishers increased by 32.08%
Research showed a 12.5% increase in consumption of moderate bias

Data + Technology to Disrupt Disinformation

The campaign was so effective that it was recognized by the prestigious Reed Awards this year for Innovation in Online Measurement.

“It is crucial for vaccine educators to understand the consumption patterns of target audiences to implement effective messaging that will minimize racial and cultural disparities in vaccination rates,” says Tonia Robinson, a senior analyst here at Amobee. “This data will help vaccine education programs understand the importance of key messaging and how to best frame it to evoke an emotional response in core audiences, ultimately leading to decreased vaccine hesitancy.”

Amobee believes this project also shows promise for the broader effort to combat misinformation online. The tide of misinformation is an ever-growing problem that is impacting issues across industries and demographics. If organizations want to disrupt that flow of misinformation and impact public opinion, they need two things: deep data analysis that can reveal what motivates the audience, and the right technology to help them reach that audience and distribute messaging effectively and at scale.

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In an effort to embrace diversity and advocate for inclusion across our organization, Amobee celebrates the unique backgrounds of our employees. Whether it’s learning about and embracing traditions, such as Día de las Velitas (Day of the Little Candles) from Colombia, indulging in traditional dishes, such as Arepa “Pelua” or immersing ourselves in our colleagues’ diverse immigration stories and personal experiences, we are proud to share the rich backgrounds of our employees that span the Latin American spectrum at Amobee. Please read on to learn more about our employees’ diverse stories: 

What is your background/heritage?

Carolina Perez, Senior Director, HRBP: My heritage is Mexican, both of my parents are Mexican. My dad is from Mexico, and my mom is from Texas. They made their way to Michigan, where I was born. 

Diana Galindo, Senior Account Manager: Bogotá, Colombia.

Daniel Laprea, Team Lead, Engagement Management: My great-grandparents migrated to Venezuela from Spain and Italy in the early 1900s. My parents migrated to the U.S. for college in the ‘70s, so my Latinx ethnicity comes from Venezuelan traditions. 

Gabriela Aguilera, Account Manager: Venezuelan, Caribbean. Born and raised in Margarita Island off the coast of Venezuela. 

Lidia Ruelas, Product Marketing Manager: I am Mexican-American. I was born in Guadalajara, Jalisco but was raised in San Diego, California.

What is your family’s story about coming to the US? How do you stay connected to your heritage?

Carolina Perez: In the 1940’s my father came to the US alone as a teenager. He likes to say that he moved to Michigan, because it looked like Michoacán (where he’s from), on a map. My mother was an orphan by the time she was 4. When her grandmother took her in, she moved across the country with the larger family as they were migrant farmworkers. Their stories keep me connected to my heritage.

Daniel Laprea: My parents received scholarships from the Venezuelan government to pursue their Masters’ and PhDs at an American institution in the ‘70s with the commitment to return home to teach at universities there. They completed their teaching duties and decided to later migrate back to the U.S. in 2001.

Diana Galindo: Like many low-income families, we decided to embrace an opportunity to come to the States to provide a better future for us. Via Facebook and Whatsapp, we stay connected with the family and celebrate holidays together online.

Gabriela Aguilera: I emigrated from Venezuela on my own when I was seventeen years old, and my family is still in Venezuela. I moved to England in 2013 without speaking English. Within one year, I obtained Cambridge University’s highest English certification level. In 2014 I applied to American Universities and was accepted to Florida State University in the Republic of Panama Campus. While studying in Panama, I obtained a scholarship for Hispanic/Latinx students and was transferred to FSU’s main campus in Tallahassee, FL. 

Lidia Ruelas: When I was in second grade, my parents decided to migrate to the U.S. to provide my siblings and I with a better quality of life and opportunities that were unfortunately not available in our hometown. 

What are some of your favorite traditions that you celebrate with your family?

Carolina Perez: My favorite tradition is the way my family celebrated accomplishments, from Quinceañeras, to graduations. Each event was a huge party, with a mariachi band, as well as a live band. 

Daniel Laprea: One of my favorite traditions is cooking a big breakfast on Sundays. We usually make arepas and scrambled eggs. 

Diana Galindo: Día de las Velitas (Day of the Little Candles), which we celebrate on December 7th. Families and friends gather to light candles (ordinary candles of all colors) and lanterns all over the city. The lighting of the candles (velitas) symbolizes the wishes we ask for ourselves and our family. It is a moment to reflect, give thanks, and think about our first wishes for the Christmas festivities.

Gabriela Aguilera: Christmas is my absolute favorite time to embrace traditions. Listening to gaitas, cooking hallacas, and baking pan de jamon are among my favorite traditions to celebrate with family. Carnavales are fun too! Throwing water balloons at my neighbors on the streets and having “water balloon wars” are by far among my favorite childhood memories. 

Lidia Ruelas: Christmas Eve (or better known as Noche buena) is big for us. We celebrate the night of the 24th, and typically spend Christmas Day, recuperating from the night before. El Día de los Muertos (Day of the Dead) is another popular tradition in Mexican culture. It is typically filled with colorful skulls, music and delicious food as a way to remember and honor family and friends who have passed. 

What food or drink would you offer a guest when they arrive at your house?

Carolina Perez: If you are a guest in my house, around breakfast time you are getting pan de dulce and coffee. 

Daniel Laprea: I would offer them an arepa with chupe, a delicious creamy chicken soup with potatoes, corn, carrots, peas, and mozzarella cheese, garnished with cilantro leaves. It’s my favorite Venezuelan dish.

Diana Galindo: Coffee, Colombiana, galletas, and natural juices. 

Gabriela Aguilera: Arepas! A Venezuelan traditional food. They always either impress our guests – or make them feel at home – and are easy to make. We eat them for breakfast, lunch, and dinner. You can fill them up with shredded beef, cheese, beans, avocados, etc. They are gluten-free and depending on the filling can also be vegan! So they suit everyone’s diet and are delicious. 

Lidia Ruelas: Pan dulce (sweet bread) and cafecito are must haves!

Favorite influential person from your culture and why?

Carolina Perez: Frida Kahlo, because she is iconic and unapologetically true to herself. Julissa Arce, is an activist, writer, and producer that I follow. Her writing is powerful, and she describes the way we often feel like outsiders as not American enough, and not Mexican enough.    

Daniel Laprea: Ricky Martin has always been my favorite Latinx artist since I was a kid. I looked up to him because I saw a part of myself in him. I read his book titled Me, and it’s one of my favorite autobiographies now. My favorite Ricky Martin song is Vuelve, a Spanish ballad from his 1998 album with the same title. 

Diana Galindo: Fernando Botero, as his art is pretty much in every Colombian city and most restaurants. Also Gabriel García Márquez. He was awarded the Nobel Prize in Literature in 1982. His books are part of our education within Spanish literature, and were a way to escape the reality of the violence that was happening around us in the ’90s. 

Gabriela Aguilera: Margarita’s former Guaquerí indigenous governor –who is also my grandfather – is my favorite influential person. Eustacio Aguilera, also known as “el Tongo,” managed to study and work by selling food on the streets as a child. A first-generation college graduate, he earned a degree as an electrical engineer. He advocated for empowering Venezuelans’ indigenous roots by naming businesses, campaigns, locations, etc. after our Guaquerí indigenous tribe.  

Lidia Ruelas: Selena Quintanilla. Not only did Selena bring people from different races, ages and cultures together, but she ultimately put the Latinx community on the American billboard top ten. Additionally, as a woman in a male-dominated industry, Selena broke barriers and made history as the first Tejano artist to be recognized by the music industry. 

What values were you taught from your culture or family that you’d want to pass down to future generations?

Carolina Perez: My family has taught me a strong work ethic. My mom typically worked two jobs while I was growing up, and my dad worked 12-hour days. They also showed me how to have fun; I don’t think either of my parents ever came home and talked about work. The weekends were for road trips to Mackinac Island, adventures at Cedar Point, or a chance to go to a Mexican dance.  

Daniel Laprea: I would like to pass down the value of hard work. Although my parents could sometimes be labeled as workaholics, I have discovered a happy medium in my life where I can have a strong work ethic, but also honor my boundaries and work/life balance. 

Diana Galindo: Humbleness, being proud of being immigrants and where we come from, and that having an accent implies that the person is smart enough to know two languages and brave enough to do their job in the second.

Gabriela Aguilera: I grew up in a family that honored effort through discipline, resilience, and passion. As a former competitive tennis player, I learned you will not win all of the time, or even at all for a long time, but as long as you have passion and work through it eventually you will win, even if it is from the experience alone.

Lidia Ruelas: Family is everything. I talk to my parents and sisters nearly every day; we are all very close and rely on each other for unconditional love, support and guidance. I hope to engrain these same family values with my own children one day.

Individuals of multicultural backgrounds bring a lot to the table, but also often face challenges with identity. What challenges have you faced as a multicultural person and what have you learned?

Carolina Perez: The challenges I had with identity were early on. Since I didn’t grow up around a lot of people that looked like me, I did things like shortened my name to try to fit in. Thankfully I grew out of that as a teenager, when I started to understand it was okay to talk about my culture; it was even cool to be proud of it.

Today’s challenge is the reality that Latinas are the lowest paid in the US workforce. It is discouraging, and at the same time, at least we’re talking about it. My wish is that the next generation of Latinas could be confident about their pay.   

Daniel Laprea: My intersectionality is complex – I am a white, Latinx, multilingual, gay man. For this reason, I always have a hard time answering the question, “where are you from?” Racially I’m 85% Southern European with African, Native American and Southeast influence, too. Culturally, I’m American and Latinx. I feel like the sum of my experiences make me who I am. I lived in Venezuela for the first 10 years of my life, in Texas for 13 years, and as an adult in Chicago and San Diego. At the end of the day, I’m human. Race is a social construct anyway, but that’s a longer conversation.

Diana Galindo: Not being able to identify as an authentic Colombian. Coming at a young age, you feel like you are a part of both worlds, and you identify with certain aspects of both countries. For example, it’s hard for me to talk to someone about my job in Spanish versus speaking Spanish with someone about my personal life. 

Gabriela Aguilera: Being the first immigrant of a family has many challenges, especially when immigrating as an individual. Starting with having to create your path, with little or no guidance, as well as trusting your instincts at all moments and learning who to trust.

It does feel sometimes like being in a “limbo” where you are not American enough but also not Venezuelan enough. Over time, I have created my own identity as a citizen of the world by adopting the best traits of all the cultures I have had the honor to experience firsthand. 

Lidia Ruelas: Coming to the U.S. at such a young age, I was raised indulging American pop culture, music and traditions. Going back to Mexico during summer time, I would often find myself speaking and even dressing differently than other kids. This caused a lot of insecurity growing up because although my Spanish was far from perfect, English was still my second language. For a while, I was stuck trying to figure out who I was and where I belonged. Over the years, I’ve learned that you can’t please everyone and people will always have an opinion, so might as well do what makes you happy.

How has your multicultural background influenced you as a professional? 

Carolina Perez: Professionally, my multicultural background has influenced me to see the big picture in projects and in strategy. As an HR professional, I look at resumes differently; I understand that there are transferable skills. Even though I value education, I don’t put high value on school names, and I know that experience matters. I am an advocate for internal promotions, and a cheerleader for continued learning either with our learning and development team or by getting your professions certifications. 

Daniel Laprea: It has opened up more opportunities to work in unique projects and be the multicultural SME in several situations. 

Diana Galindo: It’s my niche. I was able to be part of multiple projects at a young age, thanks to being bilingual. At mitu, I helped manage the LATAM businesses and manage multicultural projects, and I understood the sentiment of each creative brief. 

Gabriela Aguilera: I believe in a combination of the above, including incredible problem-solving abilities, adaptability, communication, and teamwork. Resilience and passion play a big role in who I am as a professional today. 

Lidia Ruelas: Having a multicultural background has allowed me to understand there are many ways of dealing and approaching situations. As a professional, I take everyone’s background into consideration and try to incorporate different perspectives in order to have a well-rounded view. 

To join our growing team, check out our open roles here.

The post Amobee’s Latinx Community Shares Rich Stories in Celebration of Latinx Heritage Month appeared first on Amobee.

Big picture, why did you join Amobee?

I joined Amobee when the organization was known as Adconion. At the time, I was just getting started in my finance career and it seemed like an exciting opportunity to join a global company in the digital space that was going through high growth and had a great success story. The digital advertising business is about scale and capitalizing on the market opportunities, with technology as a core differentiator. This was a new industry for me, and the fact that it was constantly changing meant that there were always going to be new learning opportunities, new challenges, and new future possibilities, which was very exciting. 

What most excites you about coming to work each day?

Finance’s main function is to support the business. For the most part, knowing that the work I am doing is producing results that support and contribute to the success of the business gets me going. The diversity of the work I do also ensures that no day is like any other. I welcome the possibility of surprise/day-to-day challenges as they provide stimulation and a sense of accomplishment when overcoming those challenges, especially when I am up against a deadline.

One of our core values is employee development. How do you keep growing and learning in what you do?

Both the industry we’re in and the finance sector undergo constant change and growth, so there are always new concepts to learn. It’s important to adopt a growth mindset – every day, all the time. Online resources such as Amobee Learn, educational webinars, following the blog or social media accounts of industry experts, online forums, etc. are my go-to sources to keep me up to date with the latest industry trends. We’ve seen that automation and technology have made their entry and are redefining the traditional finance structure/function. Continually finding ways to streamline or automate processes or even learning new tools or formulas and sharing best practices with the team are regularly practiced. Finance is also about creating relationships and connecting with different stakeholders. At Amobee, we have leading industry experts to reach out to for guidance and insights, and there are always interesting projects happening that you can volunteer to help with.  

What stands out to you about the company’s culture and working environment?

What I have always liked about the culture at Amobee is that there is a really good emphasis on its people and employees’ engagement with both the business and each other. There’s a great youthful energy in our culture that motivates employees to give their best selves to the job and invest in the company’s future, yet the culture is designed to alleviate the work-related challenges where you can feel comfortable to be yourself and supported to achieve your goals.

What would you do for a career if you weren’t doing this?

I wanted to be a teacher growing up. One of my favorite things to do as a kid upon coming home from school was to teach my 20 imaginary students what I learned in class that day. So, if I wasn’t doing what I’m doing now, revisiting this childhood joy of transforming kids’ passion and curiosity into meaningful ideas might be a rewarding career. That, or I might have gone into something creative and be some sort of an artist, as I really enjoy doing art and crafts and making artwork for loved ones. I love making lots of different things using different media. There is something primally meaningful and life giving about creating a thing of beauty

If you could meet anyone in the world, dead or alive, who would it be and why?

Ludovico Einaudi. I first learned about Ludovico from the French movie “The Intouchables”. He composed some of the soundtracks in this movie and the first time I heard them, I was instantly drawn to learn the piano pieces. He has this unique style – very minimalist, with lots of repeating patterns to create atmosphere – and introspective, causing the listener to stop and feel. I am fortunate enough to have seen him perform live, but if I get to spend time in person with him, I would love to hear about how he makes his music and how he comes up with his compositions. There are lots of interesting stories behind those things. 

What is the first concert you attended?

Chick Corea. This was the first live gig I went to. It was jazz – a genre that was foreign to me as I grew up learning classical piano. I can still remember it; the whole vibe of the thing just blew me away. I had been taught that music was read from a score or learned by heart. But here, the musicians were in charge, making it up as they went along. Later, I understood that this was improvisation: the great collective aesthetic of jazz that creates order on the move. The ways in which it posed questions about order and chaos and structure and chance was – and still is –  refreshing and interesting. I walked away from this concert with two valuable lessons: 1. Not everything has to be structured in life; an organized chaos can indeed be beautiful. 2. Be open minded. I was glad I went and was pleasantly surprised by how much I enjoyed the whole experience and how much I learned.

What are your hobbies or activities that you look forward to doing on the weekends or after work?

Working in finance sometimes means long working days and tight deadlines. So, when the workday ends or the weekend comes around, my solace is to spend quality time with my husband and to carve some time out for self-care. This typically involves doing art and crafts or DIY projects (I love spending hours at home making things, such as candles, soap, skin care, wall art, greeting cards, vases, paintings, and jewelry), going for long walks, yoga, trying out new restaurants, getting together with friends (when not in lockdown), spa days, reading on the couch (I typically have a few books on the go. Currently reading “Men without Women” by Haruki Murakami and a book about Elon Musk by Ashley Vance), taking longer naps and just chilling around the house while listening to music.

What piece of advice would you give your younger self?

Things don’t always go your way, so you just have to learn to pivot, adapt, and overcome, otherwise you’re going to end up in a spot of bother. That spot of bother wastes your time and energy, so try not to end up there.

Interested in joining our team? Check out our open positions here.

The post Employee Spotlight: Febryna Putri, Manager, Finance appeared first on Amobee.

Big picture, why did you join Amobee?

I joined Amobee through its acquisition of Videology, where I worked for four years. I was excited by the opportunity to join a forward-thinking company that prioritizes professional development and is a leader in the ad tech industry. I’ve been with Amobee for almost three years now, and I’m looking forward to many more!

What most excites you about coming to work each day?

Hands down, the people and the work we’re doing as a team and as a company. Amobee is full of some of the most intelligent and dedicated people I’ve ever met. Navigating our HR projects and priorities through a pandemic has brought its fair share of challenges, but it’s taught us to constantly evolve and to always do what’s best for our employees.  

What does a typical day in your role look like?

No two days are ever the same! Each day is dynamic and different in its own way. After waking up, I typically chug my Charli Cold Foam from Dunkin Donuts, and prioritize items from most urgent to least. I also normally have three to four meetings a day. Those meetings normally revolve around project work, carving out time for myself, and coaching leaders and employees. 

One of our core values is employee development. How do you keep growing and learning in what you do?

This is one of my favorite things about working at Amobee! The opportunity to grow and learn is always here. If you want to be involved in a cross-functional department project, the answer is yes. If you want to work towards a promotion or becoming a manager, take one of our awesome Learning & Development courses. If you want to get a certification, ask! The opportunities are there, you just have to take advantage of them! 

What stands out to you about the company’s culture and working environment?

That’s one of my favorite things about our company culture. Having been recently promoted myself, (I’m proof!) I just love all of the opportunities we offer our employees to learn and grow both personally and professionally. I believe Amobee still encompasses the work hard, play hard mentality. This will shine through even more as we slowly get back to opening our offices and traveling for work. I can’t wait to see my manager in person again and my whole team –  I really do miss them!

Any exciting plans for this summer or the rest of 2021?

After being stuck inside for the better part of 16 months, we are visiting my sister-in-law in Vegas with my husband’s side of the family (with our seven-month-old, wish us luck!). We are also heading to Pigeon Forge, TN with my side of the family for a little R&R. 

If you could meet anyone in the world, dead or alive, who would it be and why?

TAYLOR SWIFT! I am what you call, a SWIFTIE. Not only do I love Taylor’s music, I love everything she stands for. I could name a billion reasons but here are my top three: 1. She is a lyrical genius. 2. She is gifted in empowering women and stands with those in marginalized communities 3. She has a cat named Olivia.

What is your favorite Olympic event to watch and why?

This is tough – Women’s gymnastics is near and dear to my heart. I competed in gymnastics for about 15 years, so I love watching Team USA compete at the highest level possible! And I can’t forget the USA Women’s Soccer team – they are ALWAYS fun to watch! 

What are your hobbies or activities that you look forward to doing on the weekends or after work?

You can find me hanging with my family and friends, on the golf course, tie-dying, or at a baseball game. My husband and I just welcomed a baby boy back in December, (on my husband’s birthday, no less!) and I can’t wait to share these same experiences with Jordan and watch the world grow through his eyes. We’re only 7 months in and it’s been the most amazing experience we could’ve ever imagined.  

What would you do for a career if you weren’t doing this?

I would love to own a golf course! This way I could play golf whenever I wanted and also gain the knowledge and experience of owning a business. 

What piece of advice would you give your younger self?

Always know your worth and be confident! 

Any final remarks you’d like to share?

If the pandemic and having a baby have taught me anything it’s to not take the time spent with loved ones for granted. Be present and enjoy every moment! 

At Amobee, we work together with clients to develop tailored, right-sized solutions that will help them reach goals and solve for specific challenges. One of the world’s largest independent marketing platforms, we unify key programmatic channels, providing leading brands, agencies and broadcasters with advanced data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.

Interested in joining our team? Check out our open positions here.

The post Employee Spotlight: Olivia Torrence, HR Manager appeared first on Amobee.

1. Unifying audiences across all screens and channel partners is key to being able to optimize engagement and show ad buyers proof of effectiveness.

“Reach is important in selling products and services, which is what our clients want to do every day. But reach is different today. At Hulu, we see 92 million connected viewers every month on the ad-supported side. It’s less about ‘How do I engage the 92 million?’ It’s ‘How do I understand those audience sets? What types of segmentation can I take advantage of on a platform like Hulu?” — Lisa Valentino, Executive Vice President, Client Solutions & Addressable Enablement, Disney Advertising Sales. See the full video here.

2. The Upfronts is now about integrating data-driven, linear-aware solutions that drive cross-screen ad performance and business growth. 

“Use of data, technology and analytics, and how we’re structuring yields is changing the way that we all do business. Every single market is under pressure to make the best use of their marketing dollars. Optimization is one of the most powerful tools to ensure that.” — Dan Aversano, senior vice president of data, analytics and advanced advertising at Spanish-language broadcaster Univision. See the full video here.

3. The age of consumer privacy is inspiring brands to find new ways to leverage their own data pool and engage 1:1 with customers and prospects.

“We are implementing first-party data solutions where we can, really ramping up our ability to have a view of consumers that have ‘raised their hand,’ that want to know about our brand. We want to make sure our brands are showing up in a way that can create engagement.” — Brad Feinberg, North America Vice President of Media and Consumer Engagement, Molson Coors. See the full video here.

4. Connected TV and the ability to target more effectively with data and measurement solutions is evolving this year’s buyer-seller deal structures.

“We’re trying to build brands, we’re trying to build reach. We’re trying to find specific audiences and drive specific outcomes, and the ability through our own technology and through third-party technology to be able to activate CTV in that manner is something that we’re trying to bring into the conversation more this year than we have in the past.” — Neil Vendetti, President of US investment at Publicis Groupe’s Zenith. See the full video here.

5. TV viewing habits are undergoing a significant shift as younger consumers gravitate to digital platforms and older generations show greater loyalty to linear TV. 

“Those three things are creating very different dialogue depending on who you’re talking to, and putting it together is an interesting project…Bringing it back to a media plan and bringing it back to single-source measurement is very frustrating to people. We’re looking for companies like Amobee to help unite the industry, for the lack of a better word.” — Peter Olsen, Executive Vice President of Ad Sales and Content Partnerships at A+E Networks. See the full video here.

For more interviews in our Beet.TV Leadership Series, please watch here.

The post 5 Tips From Disney, Univision, Molson Coors, Publicis, and A&E on the Rapidly Converging TV, Video Marketplace appeared first on Amobee.

Big picture, why did you join Amobee?

I’ve been working in the online advertising space for a long time. Amobee (formerly Turn) was one of the largest data and media management platforms that provides online advertising planning, activation, and analysis in one platform. I was attracted to the role because it was with a more established company in the space, and was both a DSP and DMP, both of which are important for success in the industry. Moving forward, I believe there is huge potential in the programmatic and convergence space, not just in display advertising but other digital media. This is the space I want to be in.

 What’s your day-to-day like?

Similar to how most teams function at Amobee, I don’t have a typical routine, but I structure my day depending on my current projects and commitments. I enjoy the flexibility that this work style offers, and it allows me to work efficiently in terms of communicating a timeline to constituents. Overall, my role is 80% data analysis and 20% client facing. The technical portion involves cutting and slicing data differently to identify useful patterns, finding ways to visualize the materials, or putting a client presentation together. The other side of the coin is to interact with clients to understand their business objectives and questions they want to answer so I can compile a comprehensive analysis to meet their needs. While it’s challenging to highlight a favorite aspect of my work, I enjoy strategically solving problems and providing actionable solutions for clients.

Tell us about your experiences prior to joining and how they have prepared you for your role today?

Most of my analytics career is online measurement related. Starting with site analytics, online advertising effectiveness, and then social media insights. All these experiences provide me with a unique perspective on how data fits together and how to approach a business problem.

What makes Amobee the right fit for you?

Prior to joining Amobee in 2016, I was looking for a client-facing analytics role, and Amobee had established itself as one of the leaders in the space. I was also very impressed with everyone I met with during my interview. My interview took place at the San Francisco office, where I am based now, and I met with the account team in person and most of the analytics team virtually. In past roles, I was the only analytics person in the office, but at Amobee, there are analytics people across the globe, so it’s exciting to work with colleagues who are in a similar line of work. I also had the opportunity to meet new hires from different teams during the onboarding process, which stood out to me at the beginning of my time here. When the opportunity presented itself to join Amobee, I knew it was the right fit.

How did you choose data analytics as your career path?

I received my BS degree in computer engineering from UCLA. At the time, computer engineering programs did not have an emphasis on software engineering, so I went on to pursue IT to figure out my path. While I was employed at National University in the Bay Area, I got my MBA, during which, I became interested in market research due to my background in analytics. Following the completion of my MBA, I had my first non-tech role in market research. Since then, I’ve been working in the online advertising space and it is fascinating to see the progression of technology and how it changes ad buying online. I really enjoy the type of work which requires both the left and right sides of the brain to work together. I use both sides of my brain in my work by finding creative ways to share insights with clients, whether through a graph or a table.

From your perspective, how has analytics (i.e. technology, the way we collect and present data) evolved from when you began your career in analytics?

The world of analytics has changed a lot since the beginning of my career, and will continually evolve. Analytics used to mainly encompass performance reports to monitor traffic, but audience level analyses were rare and expensive. Nowadays, we are storing more data in large data warehouses with faster processing capabilities. Companies such as Amobee can discover patterns in large datasets to identify business trends and customers’ needs to guide future investment and reach their target audience.

I think data analytics will eventually move closer to data science, which involves predictions and forecasting the future. Convergence is an important story in ad tech, but the question about linking everything together still remains. Now our goal is to reach the right audience at the right place and at the right time. The industry will evolve to meet that challenge.

How would you describe your problem solving process as an analyst? What resources do you turn to?

I’ve developed my problem solving process on the job, through consulting with clients, understanding their needs, and keeping the big picture or the ‘so what?’ in mind. The most effective approach is to define the problem and what the expected outcome looks like. It is really difficult to produce an actionable analysis if you don’t know what you are aiming for. Once you know what you are trying to solve, it is then breaking down the problem into smaller steps, identifying potential roadblocks, determining action plans, and tackling it one by one. 

What are you looking forward to most post-pandemic? 

One thing Covid-19 reminds me of is that I should not take anything for granted because life is short. In the next five years, I want to step outside my comfort zone and try new things. Traveling is the top of my list. I traveled through London, Amsterdam and France just a couple months before the Covid-19 lockdown started. I would love to start planning my next trip soon; I am flexible on location, but I would be interested in exploring Belgium. I traveled to Belgium as a kid, but I don’t remember it too well. Something else I want to do is take classes just for fun, such as a cooking class or pottery.

What advice would you give to young women hoping to pursue a career in data analytics?

Don’t be afraid to speak up. Ask questions if you don’t know. Likely you know more about the subject than most people in the room. You want to be respectful and thoughtful on what you have to say, but don’t assume people know what you know.

What is your favorite moment you’ve had with the Amobee team so far?

Analytics leads generally work independently. We had an analytics summit a couple of years ago where analytics team members flew from all over the world and gathered in Redwood City for a few days. Outside of the summit, we enjoyed dinner and drinks as a team and participated in a cooking event. While the US analytics team does share knowledge all the time, we rarely work with our counterparts in Europe, Australia, and Asia. It was great meeting everyone in person, and I enjoyed the camaraderie of the team.

Tell us one fun fact about you

I have been volunteering at the East Bay SPCA since 2007 and have a weekly shift playing with cats and cleaning their habitats. I am not able to do that during the pandemic but I would love to pick that up again once it is safe to do so.

What show, book, or podcast have you enjoyed engaging with recently?

I listen to podcasts while I walk everyday. An interesting podcast I listened to recently is ‘Stuff You Should Know,’ where the hosts discuss a certain topic in-depth. A show I watched recently is ‘The Food That Built America.’ The show centers around the inception of big food brands, such as Hershey’s and Dominos. Since watching the show, I’ve learned so much that has changed the way I view these brands. For example, one episode was on Nabisco, which I learned was short for ‘National Biscuit Company.’ I find it interesting to learn about brands that I wouldn’t otherwise research. 

Any final thoughts you’d like to share?

To close the interview, I’d like to share a quote that resonates with me: ‘luck is what happens when preparation meets opportunity.’ To me, this means that it is important to be open to new experiences, as you can take something away from all experiences. Listen to your gut and seize opportunities when you are ready for them.

The post Employee Spotlight: Anne Lo, Senior Analytics Lead appeared first on Amobee.