Tag Archives: dsp

IgnitionOne Acquires Leading Mobile Marketing Technology Human Demand

We are excited to announce that IgnitionOne has acquired Human Demand, a leading independent mobile marketing technology company providing mobile audience and tracking solutions to advertisers. With this acquisition, IgnitionOne continues to enhance the industry’s most comprehensive integrated digital marketing technology solution, by adding mobile display advertising capabilities and cross-device tracking to its Digital Marketing Suite (DMS).


Human Demand’s fully transparent, highly scalable and efficient mobile media solution will integrate with the DMS to:

  • Better reach mobile audiences and mobile app users through display advertising
  • Provide additional capabilities for cross-device tracking to inform cross-channel attribution and user data
  • Deliver targeted mobile audiences, including hyper local geo-targeting, at scale with  superior location insights, campaign optimization and visual analytics


IgnitionOne’s clients will benefit from Human Demand’s intuitive self service interface whose capabilities will be seamlessly integrated into the DMS. The DMS is our digital marketing hub that centralizes the ability to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client users through Data Management and Cross Channel Attribution, and optimize conversions on a marketer’s website through Marketing Automation.

This is an exciting day for the IgnitionOne team and we welcome the newest members to our family!

Visit us at www.ignitionone.com or contact us at info@ignitionone

IgnitionOne receives DTSG Verification for Online Brand Safety

IgnitionOne has been issued the JICWEBS Digital Trading Standards Group (DTSG) Good Practice Principles kitemark following verification of its brand safety policies and practices by independent auditor ABC. Continue reading IgnitionOne receives DTSG Verification for Online Brand Safety

Programmatic Marketing in the Country of the Future

By Edmardo Galli, Managing Director, IgnitionOne LatAm

Brazil has always been promising. As a kid, I repeatedly heard the expression – “Brazil is the country of the future.”

So when I started working in digital marketing close to 20 years ago (how time flies!), the expectation was that the Internet would finally push Brazil into the future.

Well, it took a long time – longer than I expected, for sure – but the digital space has lived up to its promises. Aside from all of the chronic structural problems of this country (don’t even get me started), we actually have been able to make a profound shift. And it’s only the beginning.

Brazil has officially entered into the programmatic era – artificial intelligence and big data are transforming everything, from how we think and do business, to the way we interact with each other.

Marketing is undergoing an incredible change itself. Through real-time systems and algorithms automating the delivery of targeted and relevant experiences to consumers, our marketing efforts are becoming even more efficient.

A Brave New Brazil

Brazil signed on to the digital world and a second wave of tech companies disembarked into the Land of Samba. You could almost compare it to the dot-com boom back in 2000 (if it wasn’t for the fact that we actually had business going on this time – you know, cash changing hands, trade of goods and services, blessed commerce, etc.).

We currently have a gold rush in Brazil, and one of the most enticing fields is programmatic media buying. The promise of yearly double-digit growth rates has led many Demand Side Platforms (DSPs) to open their operations in Brazil, and we have experienced a rapid influx of tech vendors since then.

What’s Next?

One doesn’t need to be a genius to predict what’s next in this industry within Brazil: a big consolidation wave.

as in the US, we will soon see several digital companies merging or being acquired (and some just disappearing altogether). And what is going to lead this consolidation wave – besides the gain of market share and competitiveness – is the dire need for integration within the digital market. There are too many companies that are siloed in their own vertical, creating a highly fragmented landscape.

It’s inevitable that agencies and tech companies will work together. Agencies have always dominated media buying in Brazil and created a vicious pricing structure, where a huge part of their revenue is paid by the big vehicles, in the form of rebates, bonus on volume, etc. In times of algorithms making the buying decisions (in substitution of the old manual media plan), agencies are seeing programmatic as a threat to their wallets. Agencies will need to take advantage of programmatic to continue dominating and ad tech companies won’t survive without partnering with agencies.

Therefore, both parties must partner to create a new pricing structure for media buying. This is an important step for us to see programmatic really flourish in Brazil.

Et voilà: Programmatic Brazil…

Yes, we seem to be getting to our dreamed future, and ad tech is leading the way, slowly changing the archaic digital structures. However, we still need to fix a few things for our plan to work. Brazil is indeed a very singular market – think of a mix of digital, samba, cachaça and the best soccer in the world.

Viva the Programmatic Brazil!

IgnitionOne Adds Facebook Exchange to Digital Marketing Suite

IgnitionOne announced the addition of Facebook Exchange within its Digital Marketing Suite (DMS). This new functionality expands the integrated cross-channel capabilities of the DMS, the industry-leading digital marketing solution that centralizes marketing efforts into a single platform.

Including Facebook Exchange in a marketing strategy is ideal for marketers looking to expand the reach of their remarketing and audience targeted advertising to Facebook’s huge user base. Access to real-time bidding through the Facebook Exchange enhances marketers’ ability to present relevant Facebook ads based on first-party intent data.

Key Features:

  • Real Time Bidding allows marketers to bid only on impressions that meet key campaign criteria
  • Smart bidding logic to adjust bids based on various inputs including IgnitionOne’s proprietary Engagement Score
  • Target users based on custom interest segments generated during a users visit to a marketer’s site
  • Additional capabilities, including: frequency caps, geo targeting, user recency targeting, day-part and day of week targeting

“Adding access to the Facebook Exchange into the Digital Marketing Suite, enhances our clients ability to leverage a wealth of intent data across a new inventory source ,” said Will Margiloff, CEO of IgnitionOne. “The corresponding result is an exceedingly efficient way for advertisers to expand their direct-response campaigns in conjunction with their existing Facebook advertising strategies.”

Facebook Exchange support is backed by IgnitionOne’s powerful best-in-class DSP capabilities, one aspect of the IgnitionOne’s integrated Digital Marketing Suite that helps marketers spend smarter, work easier and improve performance. These solutions help marketers manage and optimize paid and natural search, display and Facebook advertising, supported by cross-channel attribution alongside site optimization capabilities that present the right message at the right time to website visitors. IgnitionOne is part of Facebook’s Preferred Marketing Developer (PMD) program for Ads.

Complimenting this announcement, IgnitionOne will also be offering a free webinar on November 28th at 2pm. Chris Knoch, VP Strategic Solutions and Benny Pang, Associate Director, Product, will discuss the opportunities that the Facebook Exchange offers marketers and how they can gain efficiencies by aligning with their existing buying methods. Attendees will learn how Facebook Exchange can best be used in conjunction with existing Facebook advertising strategy to achieve objectives from awareness to conversion. Click here to register now.

Q&A with Noriaki Okubo, IgnitionOne’s Managing Director, APAC

What is your background?

I have over 15 years experience in International business: ten of which have been in the Internet space and the last five years have been with IgnitionOne.

What is your role at IgnitionOne?

I manage the Asian business for IgnitionOne. I have responsibilities to grow business in the region and also manage operations.  This specifically touches upon developing sales and marketing strategies, building and motivating the team in rapidly changing environments, building relationships with clients and most importantly finding new business opportunities for IgnitionOne.

What is it like working in the IgnitionOne Japan office? 

The Tokyo office is situated in an area called Azabu Jyuban where there is a good mix of restaurants, cafes, bars, as well as commercial and residential space. There seem to be a number of modeling agencies in the area, which can occasionally be interesting. The office is not large but everyone is hard working and very dedicated to their jobs and we have a strong culture of team work. Language barriers and the 13 hour time difference between the US and Japan can be a challenge, but it doesn’t stop us from getting results.

What would you say is the most common grievance among Japanese marketers?

This is a hard question. Different clients have different grievance but I would say the biggest centers on performance.

How do marketers differ between Japan and the US?

Japanese marketers like to try new things but are not always patient and can sometimes be skeptical about technology. If they try something new, it needs to show a significant improvement in performance in a short amount of time or they will pull the plug. Marketers in Japan also tend to focus on small issues that can impact the bigger picture. For example, a small data discrepancy can be a large enough issue to offset a 5-10% performance improvement.

IgnitionOne recently released Remarketing in Japan. Can you tell us more about this and how it sets IgnitionOne apart from competitors in Asia?

Livemarketer is a feature that we like to talk about to explain the difference between standard remarketing and ours. Attribution and the option to use the whole Digital Marketing Suite for other channels with a more holistic approach is the way we bring our DMS to more sophisticated marketers.

Which area of digital marketing seems to be growing the fastest in Asia?
DSP’s, SSP’s, mobile, and ad networks are growing quickly in Asia, especially in Japan. We see this same trend in other Asian countries, but volume and market sophistication are still not there.

How do you spend your free time?

I have a young family (a six-year-old daughter and three-year-old son) so I spend a lot of my free time with them. We spend a lot of time in swimming pools as well as the park.

If you were stranded on an island and could choose only three items to accompany you, what would they be?

Assuming that I had Internet access: an iPhone, a knife and a tooth brush. If there is no Internet, I would ask for an Iridium satellite phone to try to get off the Island, and if I had to stay on the island for life, then maybe a knife sharpener instead of the phone.

Five Things You Should Know About RTB

1994:  the year I sent my first email, the year Yahoo  was created, the year Al Gore coined the term ‘information superhighway’ and believe it not the year of the first online banner ad.

targeted digital marketing

This is not a history lesson, but rather five things you should know about the ever evolving real-time display landscape that has come a long way since that first banner ad back in ’94.

  1. How does real time bidding (RTB) work?

By now we should all know what the acronym RTB stands for, but do we really know how it works?

When a user visits a website with a display ad, a call is made by the exchange servers supporting RTB to check with the DSP (Demand Side Platform) to determine which marketer gets to serve the ad. There is a list of attributes associated with each user and the platform checks if this user has the desired attributes the marketer wants to target. Based on the perceived value of this user to the marketer, the marketer places a bid on this ad placement and the highest bidding marketer gets the spot.

  1. How does a DSP decide which campaign to serve the impression for?

The real time bidder, which is fundamentally the brain in the process, defines the bidding strategy. This means it will be decided whether or not a bid will be placed for the displayed impression. If you decide to place, a bid you need to think about which campaign is the most suited, and based on the projected performance and estimated market value, what the best price is for it.

  1. What’s the difference between an ad-exchange and anad-network?

An exchange is an auction marketplace that facilitates the buying and selling of inventory across multiple ad networks and DSPs against the network which buys inventory, and adds value in the form of technology, optimisation and data.

  1. What’s the difference between third party  and first  party data?

1st party: Any data proprietary to a marketer, such as search queries, site visitor data, CRM data that comes from marketer’s website and analytics, CRM database or any other source of proprietary customer data.

3rd party: Any data that a marketer can purchase in order to better identify and target their audiences. This includes demographic or psychographic data, past purchase history and more that can be found in data exchanges or individual 3rd party data providers.

  1. Why use real time bidding (RTB)?

RTB allows brands to bid for individual impressions in real time, capitalising on benefits which include audience targeting, global frequency caps, centralised analytics and guaranteed delivery and quality remnant inventory at a fraction of the price.



Luckily we’ve come a long way since the first banner ad, a part of AT&T’s “You Will” campaign in 1994.