Category: News and Press

MightyHive Now Dual-certified Across Google Marketing Platform and Google Cloud

Expanded capabilities for tomorrow’s marketing challenges

MightyHive recently became certified as a Google Cloud Platform Partner. This certification marks an exciting new chapter in our evolution as a company and allows us to bring powerful new solutions to brands.

MightyHive has been a Google Marketing Platform Partner since 2012. The advertising industry and the needs of marketers have changed considerably since then. As the scope of programmatic advertising has evolved from siloed point solutions to unified marketing & advertising stacks to enterprise systems integrations, MightyHive has evolved as well.

Our recent certification as a Google Cloud Platform Partner allows us to provide a range of services and solutions that encompass the full breadth of technology and data that today’s advertisers must bring together in order to succeed.

The enterprise ad stack, past, present, and future

PAST: Point solutions with cumbersome integrations into limited first-party data sets

PRESENT: Enterprise-grade integrated ad stacks with seamless integrations into some first-party data sets

FUTURE: Enterprise data and ad stack learn from and inform one another via always-on Cloud integrations and analytics

Cloud-based solutions are becoming critical to marketer success

MightyHive has seen brands amass digital advertising data in two key areas: within their own first-party systems (e.g., CRM, site analytics, offline data) and within digital advertising platforms (e.g., Google Marketing Platform, Facebook). There are dramatic advantages that can be unlocked when these terabyte-scale data sets can inform and learn from one another.

A few out-of-the-box integrations already exist between data, analytics, and media activation, such as those between Google Analytics 360 and Display & Video 360, Google Marketing Platform and BigQuery, or between Google Analytics 360 and Salesforce. However, even these powerful platform integrations don’t fully address the needs of advanced marketers. Every brand has unique data sets, unique insights, and unique KPIs—all key ingredients of competitive differentiation and successful advertising.

Given this environment of complexity and often staggering scale, Google Cloud Platform plays a dual role:

  • First, as a powerful piece of “workhorse” infrastructure that can bridge the gap between brands’ technology and data sets residing both within and outside the enterprise.
  • Second, as a flexible toolset for developing bespoke solutions and models that truly unlock the wealth of insights many brands have amassed about their customers and their campaigns.

Google Cloud Platform provides infrastructure and computational power to allow Brand Data and Advertising Platform Data to inform and learn from one another.

Maintaining brand control

Developing solutions using Google Cloud Platform also confers a key strategic benefit to brands: a brand’s Cloud environment is one over which they have total control. Cloud-based solutions are the exact opposite of “black boxes” that offer little or no insight in return for devouring brand data. Brands have complete transparency into the sources, uses, and targets of data in a secure environment customized to meet data governance requirements.

Key marketer use cases

MightyHive has identified four key use-cases where marketers have a need to both solve for today’s challenges and build critical infrastructure to be competitive in the coming years. And we expect to learn a great deal more from our clients as we partner with them on transformative projects using Google Cloud Platform.

KEY USE CASES FOR CLOUD
Attribution Modeling
For marketers needing to enhance or exceed the capabilities of out-of-the box attribution tools, custom attribution models bring together event-level advertising touchpoint data and give marketers a better understanding of what’s driving performance across devices, channels, and platforms.
Audience Segmentation
With Cloud-based solutions able to bring all relevant customer data (from CRM systems, site-side analytics, and advertising touchpoints) together, MightyHive can help marketers identify high-value audience segments for activation across digital ad and CRM campaigns.
Media Mix Modeling
Google Cloud infrastructure and vast computational power can aggregate, normalize, and perform complex statistical analyses on historical advertising, site analytics, CRM, and sales data sets in order to develop Media Mix Models. Marketers can use these Models to optimize budget allocation or extrapolate trends and effects for future planning.
Data-driven Personalization
By analyzing how data sets such as customer/visitor profiles, A/B and multivariate test results, and site analytics combine to influence business outcomes (e.g., conversions, ROAS), MightyHive can help marketers personalize site content and UX to optimize toward stronger outcomes.

Unlocking strategic data sources

While each advertiser has its own unique data “footprint,” the types of data that marketers need to unify, analyze, and activate generally fall into five categories:

KEY DATA SOURCES
Site-side analytics
Site-side analytics represent some of most detailed, most reliable data available to marketers, with the unique benefit that actions and outcomes can often be definitively tied back to customers or users. When raw site-site analytics data can be brought into a Cloud environment and combined with and analyzed alongside other data sets, MightyHive can help marketers uncover fresh insights.
First-party, CRM, and offline data
Brands have amassed vast sets of proprietary data that can be used to both inform digital advertising and measure its performance. Data sources include CRM systems, sales, offline conversions and touchpoints, customer rewards and loyalty, and call centers.
Log- and event-level ad data
Log- and event-level data would primarily come from ad servers in the form of log files, but could conceivably come from any marketing system that tracks discrete events (e.g., ad exposures, clicks) in a raw, structured format that is available for download or export.
Cost & flight data
This would include marketing campaign data not natively available within digital ad platforms. Cost & flight data might cover campaigns run by agencies and partners, or spend from TV, print, and radio.
Cross-platform and cross-channel data
The flexibility and open architecture of Cloud-based analytics allows for the integration of data from across channels and platforms including the Google Marketing Platform, Facebook, Twitter, LinkedIn, and more.

Contact us to learn more

Google Cloud Platform is a new and vital tool for solving the challenges of the world’s most advanced marketers and advertisers. If your brand wants to unify data & technology and build powerful, fresh marketing insights, please contact us and we can start a conversation.

Brands can now buy Ads.txt-only in Google Display & Video 360

“If you look at the amount of protection you get from Ads.txt compared to its cost, which is zero, that’s a very compelling value case.”

Pete Kim
CEO, MightyHive

Ads.txt is a crucial tool for marketers to weed out counterfeit inventory from ad buys. A recent test by Guardian US and MightyHive found that 72% of video ad spend was intercepted by sellers of fake Guardian US video ad inventory.

Google Display & Video 360 logo

Google has announced that by the end of 2018, its demand side platform Display & Video 360 (DV360, formerly known as DoubleClick Bid Manager) will default to buying only Ads.xt authorized inventory on the open exchange, only from publishers that have adopted Ads.txt, while excluding publishers that have not adopted it yet. Marketers will still have the option to buy non-Ads.txt-compliant inventory, but they will have to opt out of the default setting in order to do so.

Marketers using DV360 already have the option of buying this way, but it is not the default and DV360 users must opt in. And DV360 has been automatically filtering out unauthorized inventory since November, 2017.

Ads.txt-only buying in DV360 is important because, for marketers who adopt it, it will virtually eliminate spend intercepted by counterfeit sellers using domain spoofing, and will also ensure that marketer budget is not spent on inventory that cannot be verified because the publisher has not adopted Ads.txt.

Google is announcing this planned change several months in advance to give marketers and media buyers time to adjust their campaigns and account for the effects of buying 100% Ads.txt-compliant inventory (which can affect inventory cost and performance as fraud is eliminated).

How Ads.txt Protects Marketers
(click to view full size)

Ads.txt adoption is already widespread

When DV360 begins defaulting to Ads.txt-only buying at the end of 2018, the change is not expected to cause a great deal of disruption for marketers. 90% of Google’s publisher partners have adopted Ads.txt, and more broadly, a majority of programmatic publishers have adopted it. In addition, 80% of the inventory offered by Google is Ads.txt-compliant.

“As more websites continue to adopt the standard, we plan to make the ads.txt-only inventory control the default setting for Display & Video 360 by the end of 2018.”

Google Marketing Platform Blog


The overwhelming majority of programmatic publishers have now adopted ads.txt.
Source: blog.pixalate.com.

Start buying Ads.txt-only today

If you are a current MightyHive client using DV360, contact your Account Manager to understand how to begin using this feature. If you’d like to learn more about safer Ads.txt-only buying in DV360, please contact us.

Digiday: Guardian US Test Underlines Need For Advertisers to Enforce Ads.txt

MightyHive conducted a test in partnership with Guardian US and Google to determine the effectiveness of ads.txt in preventing ad fraud and domain spoofing. The study found that when ads.txt compliant buys were made, display fraud was almost non-existent. However, the test also revealed that without ads.txt, 72% of video spend went to fraudulent inventory.

Read the full article on Digiday.

Rest the results of our study here.

MediaPost: Guardian US Finds 72% Of Video Spend Is Fraudulent Without Ads.txt

MightyHive conducted a test in partnership with Guardian US and Google to determine the effectiveness of ads.txt in preventing ad fraud and domain spoofing. The study found that when ads.txt compliant buys were made, display fraud was almost non-existent. However, the test also revealed that without ads.txt, 72% of video spend went to fraudulent inventory.

Read the full article on MediaPost.

Rest the results of our study here.

We tested whether ads.txt matters by following the money back to the source. Here’s what we found.

“Given that ads.txt reduces counterfeit inventory, and given that buying without an ads.txt compliance filter pollutes ad buys —especially video ad buys— with unacceptable levels of counterfeit inventory, marketers should demand that their DSP partners do more to support ads.txt-compliant buying.”

Nich Seo
Platforms Lead, MightyHive

Testing ads.txt in partnership with Guardian US and Google

Today MightyHive is announcing the results of a test we ran in partnership with Guardian US and Google to determine the effect that ads.txt has on reducing the amount of DSP spend siphoned off by counterfeit inventory sources on the open exchange. Counterfeit inventory is a major problem that results in the misdirection or outright theft of billions of dollars in advertiser spend every year.

In summary, our test found that:

  • Counterfeit inventory diverted 1% of ad spend for display inventory, and an alarming 72% of video spend went to counterfeit inventory sources.
  • Limiting open exchange buys to ads.txt-compliant sources eliminated counterfeit inventory from ad buys; Guardian US was able to account for 100% of the budget spent via ads.txt-compliant buys.
  • Buying without respect to ads.txt compliance resulted campaign spend being siphoned off by non-Guardian authorized inventory sources.

How Ads.txt Protects Marketers
(click to view full size)

Tracing ad spend from the DSP back to Guardian US

MightyHive partnered with Guardian US and Google to jointly reconcile ad spend and we were able to trace the exact amount of ad spend lost when counterfeit inventory was allowed into the supply chain on the open exchange. This type of impression-by-impression reconciliation was highly illuminating, but requires careful setup and close partnership between media buyer and publisher.

MightyHive ran identical open auction ad buys on Guardian US via Google Display & Video 360 (formerly known as DoubleClick Bid Manager) and a second DSP. Display & Video 360 blocks unauthorized sources of inventory using ads.txt by default, whereas the second DSP lacked this capability and bid on inventory without respect to ads.txt compliance.

In addition, ad buys on each DSP were split between display and video inventory. This split revealed striking levels of counterfeit Guardian US inventory, and in particular video, with nearly three quarters of ad spend being intercepted by counterfeit sellers.

Test Results: Percent of spend going to legitimate sellers

DISPLAY VIDEO
Display & Video 360
(buying only ads.txt-compliant inventory)
100% 100%
Second DSP
(no ads.txt compliance filter)
99% 28%

In conclusion: ads.txt matters, and what marketers should do about it

This test between MightyHive, Guardian US, and Google demonstrated that when marketers buy programmatic media on the open exchange without respect to ads.txt compliance, their budgets run a serious risk of being misappropriated by sellers of counterfeit inventory.

Marketers can take four basic precautionary measures to mitigate this risk:

  1. Ask if your DSP is ads.txt compliant.
    If your DSP isn’t blocking unauthorized inventory sources by default, you may be wasting a significant amount of your media spend.
  2. Buy from publishers with ads.txt files.
    By posting a public ads.txt file, publishers are declaring the partners in the supply chain you can trust as representing their inventory. Without an ads.txt file, it’s difficult to ensure you’re buying valid inventory from the open exchange.
  3. Set up direct publisher deals.
    With ongoing innovation around setting up, managing, running, and optimizing direct deals programmatically within DSPs, this approach is well within reach as an alternative to buying media via open auction.
  4. Build relationships with your key publishers.
    Even in an age of increasing automation, marketers should develop relationships with key publishers. These relationships unlock benefits such as making analyses like MightyHive’s test with Guardian US possible.

If you have questions on how to ensure your media budgets are being spent on genuine inventory, please contact MightyHive.

MightyHive Named to CIOReview’s 20 Most Promising Google Solution Providers List

MightyHive_CIOReview_Header

MightyHive is excited to be named to CIOReview’s “20 Most Promising Google Solution Providers” 2018 List.

Having been Google’s largest DoubleClick Certified Marketing Partner (DCMP) and Google Analytics Certified Partner (GACP), MightyHive is looking forward to the next chapter of our relationship as the first global, full-stack partner for enterprise on Google’s Cloud Platform for marketers. With Google’s decision to combine media and analytics and into a single, unified solution there is now an urgent need for a single partner who can help clients build and own a transformative ad tech stack to support long-term strategic goals.

MightyHive’s team of talented programmatic experts and digital veterans are the true driving force behind the company’s success. This deep internal knowledge of digital advertising and Google products is what allows us to offer exceptional service and results for our clients as we support them on their programmatic journeys.

See the CIOReview’s List of the 20 Most Promising Google Solution Providers and read MightyHive CEO, Pete Kim’s thoughts on digital transformation.

The Google Marketing Platform: What You Need To Know

Today Google announced that the DoubleClick and Google Analytics 360 (GA 360) marketing platforms are being consolidated into a unified, end to end enterprise marketing suite: The Google Marketing Platform (GMP).

The goal of this unified suite is to streamline your digital marketing tools for better collaboration, clearer insights, and more ownership over your marketing data. The Google Marketing Platform will build upon the existing connections between DoubleClick and the GA 360 Suite, integrating all of your marketing technology in one place.

If you are a Google client, you are probably wondering what impact this shift might have on your account. We’ve prepared some FAQs to support you through this transition and will be posting additional updates as Google announces changes. If you have any questions, please contact us at questions@mightyhive.com or reach out to your MightyHive account manager.


Google Marketing Platform FAQs

What is the Google Marketing Platform?

The Google Marketing Platform is an enterprise-class marketing suite that combines and unifies the capabilities of DoubleClick and GA 360 into one single suite.

Google_Marketing_Platform_Full_Logo_Suite

Why is Google making this change?

The new Google Marketing Platform will allow brands to maximize the benefits of a consolidated marketing stack. Eliminating the distinction between DoubleClick and the GA 360 Suite allows Google to continue building the world’s most comprehensive and feature-rich marketing suite; a suite that provides:

  • A unified user interface and user experience
  • Enhanced collaboration across marketing functions
  • A unified view of channels, campaigns, audience, performance, and insights
  • Seamless integrations between media channels, product features, audiences, data, and targeting

GMP will remain media agnostic and will continue to support integrations with a variety of third-party data and measurement platforms and service providers across the ecosystem.

What’s happening to the DoubleClick brand?

The DoubleClick and GA 360 Suite names are being retired, with all products receiving new branding. The highlights include:

  • DoubleClick Bid Manager (DBM) will become Display & Video 360 (DV 360).
    • DoubleClick Studio will become a feature of DV 360 as Studio.
    • Audience Center will become a feature of DV 360.
  • DoubleClick Campaign Manager (DCM) will eventually become a feature of Display & Video 360.
  • DoubleClick Search (DS) will become Search Ads 360.
  • The Google Analytics 360 Suite will be retired and GA 360 products will now be offered as part of the GMP suite.

Google-Marketing-Platform-GA-360-DoubleClickWhat is the timeline for these updates?

These changes will not happen overnight. UI updates will begin in mid-July. You can expect to start seeing product updates gradually begin later this year.

Is my pricing going to change?

No. There are no pricing or contract changes associated with this announcement.

How will this affect my relationship with MightyHive?

If you are a MightyHive client, your relationship with MightyHive will not change. We are certified as a Google Marketing Platform Partner (GMPP). With these new updates, we are going to be working very closely with our clients to make sure you are comfortable and up-to-date on all changes.

Want more detail? Use the infographic below to understand how legacy DoubleClick and GA 360 products will be rebranded in the Google Marketing Platform:

Google-Marketing-Platform-Infographic

 

MediaPost: How Will Digital Advertising Work Now That Privacy Is Here to Stay?

With the adoption of GDPR in Europe and stricter privacy standards being implemented across the entire digital advertising ecosystem, marketers are going to have to adapt their strategies to a new normal. MightyHive’s Director of Marketing, Myles Younger, predicts how advertisers can continue to innovate now that privacy is here to stay.

Read the full article on MediaPost.

AdExchanger: The Seventh Deadly Sin Of Digital: Reach And Frequency

MightyHive CRO Ming Wu gets down into the weeds on AdExchanger.

Are you only getting average (mean) reporting numbers from your partners? Consider asking for median to see if the distribution is skewed—you might find that your partners are committing the seventh deadly sin of digital.

This is serious stuff. The average values in your reporting could be masking skewed distributions in your reach and frequency. In other words, some audience members are barely seeing any ads (meaning you have wasted budget on people who will not see your ads enough for the ads to have any impact), while others are being inundated (meaning you have wasted budget serving ads beyond what was need to elicit recall or response).

Once you’re up to speed and you’re looking for ways to manage reach and frequency across publisher partners, check out the recent MightyHive / DoubleClick webinar on Programmatic Guaranteed. The more you’re able to consolidate your ad buys under one programmatic solution, the better you can ensure that reach and frequency targets are being met (and have clear insight if they’re not).

Questions on optimizing reach and frequency? Get in touch!

Press Release: MightyHive One of Five Companies in US Certified for Google Attribution 360 Beta

Read the release below or on PRNewswire.

Helps Enterprise Marketers Decipher Digital Media Attribution with Unprecedented Accuracy

SAN FRANCISCO, April 10, 2018 /PRNewswire/ — MightyHive, the premier Programmatic Solutions Partner, today announced it is one of an exclusive group to receive certification for the Google Attribution 360 platform in the U.S., currently in pilot with Fortune 100 customers. This key certification will allow MightyHive enterprise clients to access both programmatic media buying and attribution expertise under one roof.

MightyHive, already Google’s largest DoubleClick Certified Marketing Partner and a leading Google Analytics Certified Partner, has more than 400 clients running media through its platform. With this expertise, the company can equip brands and agencies with powerful and precise analytics revealing how paid media channels are contributing to performance. With credible insights into ad effectiveness, advertisers will be able to allocate media budgets more effectively, eliminate wasted spend, and ultimately drive stronger results.

Google Attribution 360 taps into Google’s unparalleled user graph to offer cross-device, cross-channel attribution analysis that can be further enhanced by advertisers’ first-party campaign data. Marketers are also able to use predictive analytics to model the impact of budget changes and optimize media spend across channels.

By aggregating marketing touchpoints across DoubleClick, Google AdWords, and Google Analytics, Google Attribution 360 offers marketers a uniquely comprehensive – and ultimately more accurate – view of the relative contributions of campaigns and media channels. The data-driven attribution methodology and model-comparison features available in Google Attribution 360 also give marketers vastly superior insights when compared to outdated and misleading attribution methodologies such as last-touch.

“MightyHive has developed a truly unique offering that brings programmatic media buying and data-driven attribution under one roof. With Google Attribution 360, we can bring game-changing insights to advertisers who expect greater clarity than ever before into how their media dollars are influencing performance,” said Ming Wu, Chief Revenue Officer at MightyHive.

In addition to its existing Google Analytics 360 service, MightyHive will offer Google Attribution 360 on a managed-service basis.

About MightyHive
MightyHive is a Programmatic Solutions Partner that provides custom consulting services, agency functionality, and enables programmatic in-housing for enterprise clients. The MightyHive advantage is its deep expertise in leading ad tech platforms combined with a range of offerings including full-service campaign management for marketers, in-housing training and support, and platform implementation — all under one roof and with complete transparency. The company is headquartered in San Francisco with offices in New York, London, Singapore, and Sydney.

About Google Attribution 360
Google Attribution 360, part of the Google Analytics 360 Suite, offers enterprise-level attribution designed to meet the data integration and modeling needs of the largest advertisers. Google Attribution 360 uses a data-driven approach to determine how impactful your ads are, allowing you to make better cross-channel and cross-device decisions and drive greater returns.

Jenny Mulholland
Gull Rock PR/East Coast
732-245-0021
jenny@gullrock.com

Andrea Boren
Gull Rock PR/West Coast
650-644-1700
andrea@gullrock.com