Data-Smart-Marketing-Experte Expandiert Nach Deutschland
Silverbullet ist darauf spezialisiert, genau hier anzusetzen. Mit maßgeschneiderten Dienstleistungen und kundenorientierten Lösungen wird das Potential der vorhandenen Daten im Zusammenspiel mit verschiedensten Marketing-Technologien vollständig ausgeschöpft und aktiviert. Mit den Spezialisten von Silverbullet wird eine perfekte Mischung aus Datenexpertise und umfangreicher Erfahrung über MarTech-Plattformen und den dazugehörigen Technologien bereitgestellt und das gesamte Spektrum des Data-Driven-Marketing bedient.
Target Market Podcast With AZK Media
Silverbullet’s Context Outcome Engine, 4D, Integrates With IRIS.TV
March 10th, 20201. For the first time, marketers can have 100% confidence in where their video ads are being safely placed thanks to 4D’s integration with IRIS.TV.
Marketers now can leverage 4D’s advanced computer vision context segments to execute cookieless, interest-based targeting, on brand-suitable inventory – at scale across thousands of IRIS-enabled CTV and online video publishers, and billions of monthly video impressions worldwide.
This new integration between IRIS.TV and Silverbullet’s Context Outcome Engine, 4D, addresses advertisers’ demands for privacy-friendly solutions to reach target audiences in the post-cookie era, and the need to safely target the way contextual video is bought and sold for marketers.
Traditionally, contextual solutions were built for display advertising via keyword and semantic analysis to improve display advertising targeting. However, this still exposed brands to unsafe advertising environments. Instead, 4D has built an industry-first context outcome engine to offer brand protection from racist or toxic content, to ensure brand safety and suitability are always managed correctly focused specifically on the burgeoning video landscape, which has different challenges to those of display.
4D’s contextual video solution allows marketers to identify interest-based audiences without cookies on high-quality, brand suitable inventory. These include:
- Video image and audio track analysis to surface the true context of a video;
- Logo recognition to enable targeting of specific brand product placements and brand categories;
- Celebrity facial recognition to help brands own all moments associated with their key spokespeople; and
- Audio track contextualisation
The 4D solution will now be integrated into IRIS.TV’s video data marketplace, which brings together video and CTV publishers, contextual data partners, ad servers, and SSPs so publishers’ video content can be analysed and categorised into industry-accepted, brand-safe, and brand-suitable segments for purchase by marketers through any DSP via direct, private marketplace, and open auction buying.
Silverbullet’s 4D Context Outcome Engine leverages its data DNA expertise acquired through helping global brands, including: Heineken, FCA, D&G and Channel 4, and combines it with machine learning to bring contextual targeting ‘back to the future’.
Together, 4D and IRIS.TV will provide marketers, publishers, and content developers with a comprehensive understanding of a video’s context to drive better and more engaging and relevant customer experiences.
Umberto Torrielli, Co-founder and CSO at Silverbullet and 4D, says he is delighted to launch a relationship with IRIS.TV, the global leader in video data connectivity in order to bring 4D”iinside the video”. “In light of the third-party cookie demise, advertisers and publishers alike are seeking new ways to reach audiences in a compliant privacy-friendly way. Leveraging IRIS.TV’s unique marketplace will allow us to connect customers with contextual intelligence, driving brand safety and in-the-moment marketing.”
Bill Swanson, EMEA Strategy Lead for IRIS.TV, says he is excited to welcome Silverbullet and 4D to its data marketplace. “Silverbullet has long been an industry leader for marketing transformational products and services, and is best placed to scale 4D as we step into the new marketing age of a first-party data driven future, in a post-cookie world. Joining our marketplace means 4D customers will be able to unlock the potential of advanced contextual video. This is a win for everyone: brands, publishers, and consumers.”
Silverbullet Launches 4D Context Outcomes Engine Into U.S, Appoints New Board, And Global Growth Expert
Leading marketing transformation company, Silverbullet, has continued its rapid global expansion by today opening its first U.S office, and appointing a new board, as well as a Chief Revenue Officer specialising in growth.
Former CRO of DoubleVerify, Mark Pearlstein, is now the Chief Revenue Officer (CRO) of 4D: a division of Silverbullet. With more than 20 years of experience in the marketing technology and data management industry, Pearlstein will apply his extensive knowledge in sales, operations, revenue strategy, and data-driven marketing to continue driving the ambitious growth plans of the 4D Context Outcomes Engine. As CRO, Pearlstein will be responsible for accelerating business growth in the US and across the globe, expanding on the company’s success in EMEA and APAC.
Alongside Pearlstein, a new board joins Silverbullet, including Nigel Sharrocks (Founder of MediaCom), Alex Hooshmand (Co-Founder of Bluekai), Keith Saddler (Corporate Finance), and Martyn Rattle (CEO at Local Planet).
Pearlstein and the Board join Silverbullet to accelerate the growth of the recently launched 4D, context outcomes engine designed to reduce the friction to accelerate programmatic digital marketing performance.
“Digital marketing is undergoing transformative change as the third-party cookie fades away. In turn, context alongside rich, first-party data becomes the holy grail for businesses looking to succeed in the new marketing era. Silverbullet is uniquely positioned to serve clients as a new kind of marketing partner: one that is powered by innovative products and fueled by expert services. I look forward to being part of the company’s growth, as they expand into the U.S. market,” Sharrocks said.
Umberto Torrielli, Co-founder and CSO of Silverbullet, says the company is delighted to officially welcome Mark to the team during this exciting period of growth and expansion.
“In his work as CRO for DoubleVerify, Mark was instrumental in helping the world’s largest brands navigate the challenges of digital media in an increasingly complex environment. Under his leadership, DoubleVerify achieved revenue growth of over 1500%. Mark is an experienced CRO with in-depth knowledge of our industry, and he is the perfect fit to launch 4D: Context Outcomes Engine, a division of Silverbullet into the U.S. market,” he said.
Pearlstein says he couldn’t be more excited to join the amazing team at Silverbullet. “As advertising transitions to a world without cookies, marketers need to completely rethink their digital media tactics. Context and Sentiment replace the cookie as the most critical dimensions to identifying in-the–moment marketing opportunities and are at the heart of the 4D programmatic 3rd party Outcomes Engine. I look forward to working with the entire Silverbullet team and our new world-class Board, by adding my knowledge to a business that has already made a huge impact transforming data-driven marketing for clients such as Dolce&Gabbana, Fiat Chrysler Automobiles, Channel 4 and Network 10.”
Silverbullet opened its New York office in December 2020, where both Pearlstein and Torrielli will continue to launch 4D, while helping global clients to reduce the ‘friction’ in the flow of data and unlock significant ROI in marketing investments by empowering better, faster and smarter marketing decisions.
CMO Report: Critical Marketing Data And Digital Concerns 2020
During October 2020, we conducted a focused study with 34 leading Chief Marketing Officers and Chief Digital Officers across industry verticals such as retail, FMCG, banking, insurance, and finance in the Australian market.
The aim of the study was to dive into the ‘now’ and understand how marketers are working through the complexities of today’s landscape – juggling marketing technologies, marketing teams, and day-to-day challenges.
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CMO Report: Critical Marketing Data And Digital Concerns 2020
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4D Contextual Targeting Platform Takes Online Advertising Beyond The Cookie
Since it was first introduced a quarter of a century ago, the simple cookie has helped online advertising capture more than half the world’s ad spend. But increased concern around privacy – as well as the dominance of mobile apps – is bringing the era of the third-party cookie to an end. Firefox and Safari already block them, while Chrome will do so by 2023.
But what about the people who spent that $325bn on online advertising in 2019? No third-party cookies mean no targeting, no personalization. And it also means much less reason to buy online advertising, right? Well, not necessarily. For the past few years, there has been a resurgence of interest in contextual approaches that would allow advertising to be targeted without raising hackles about privacy.
Learning From The Past
Contextual is the oldest form of ad targeting. It was the staple of all targeted display advertising before the advent of the internet and there have been frequent attempts to update it for digital media. Silverbullet is launching 4D, which it claims is a true omni-channel contextual targeting and brand suitability platform for digital media planning and buying.
According to Umberto Torrielli, Silverbullet’s Chief Strategy Officer, 4D allows advertisers and agencies to define the perfect context for their ads to appear against, and to apply that context across all addressable channels. At launch, it works across display, video and mobile, while programmatic audio, addressable TV and in-app are next on the roadmap.
To address contextual video, the team has developed an advanced computer vision-based solution that can identify objects, logos and nudity among various signals, allowing the platform to seamlessly offer sophisticated targeting and brand protection on this premium inventory.
“The philosophy behind 4D is that, as an advertiser, you shouldn’t have to worry about what medium a consumer will be seeing your brand in,” says Torrielli. “If they’re reading an article or if they’re watching a video, you shouldn’t have to worry about setting different rules and figuring out what platforms to set those rules in. Rather, you should be able to just set that brand suitability context once.”
Brand suitability isn’t just about the content you want to appear next to, of course. It’s also about the content you want to avoid. 4D’s contextual understanding allows brands to set safety rules, but also means the platform can suggest contexts where a brand may not want to appear.
Independent And Open
Torrielli says there are three further unique features of 4D. Firstly, it is an independent platform that’s able to ingest data from any other platform to form the basis of its contextual insights. “We’re taking first-party data from places like DMPs, CDPs and ad servers, and converting that data into actionable contextual insights that can be activated programmatically.”
Next, it has been built with an open architecture framework, so can form the basis of an adtech ecosystem as well as supporting many more media use-cases than just online advertising. And lastly, it has a powerful analytics capability.
“We have a cookie-less tag that can be deployed in media,” explains Torrielli. “That allows you to understand deterministically where ad impressions were seen from a contextual perspective, and you can see a breakdown of how the different contexts performed against each other and against the average.
“That’s really important, because it means you can plan your next campaign more accurately. But what’s even more interesting is that when you have our tag in a campaign, you can optimise that campaign in real time.”
New Dimensions In Brand Security
Another benefit of 4D’s open architecture is that it allows Silverbullet to invite third-party technologies and other partners into the ecosystem to provide extra levels of intelligence (or “dimensions”) that can inform the execution of ad campaigns.
One example is Factmata, a UK-based company that uses AI to vet content for political bias, hate speech, clickbait and other hard to detect signals. “Factmata’s core mission is to help make the internet a better place, and our clients can use it through 4D,” says Torrielli.
“Brands today need to feel they’re not just being protected against the usual terrorism, obscenities, adult content and so on, but that they’re protected against anything that has to do with racism, fake news, political bias. These things are super-prevalent and we’re the only platform today that can safeguard against them.”
Access All Areas
Torrielli is keen to stress the variety of ways in which advertisers can access the 4D platform, and how the technology is available to brands of all sizes. He expects the most common approach to be through agencies having the technology in place. However, for in-house use, he says the independent, open architecture approach is intended to allow 4D to ingest first-party data from whichever platform a company has in place, from DMPs and CDPs to DSPs and ad servers. Users can create bespoke contexts by entering keywords and building topics, or they can choose a context already curated by Silverbullet and apply it to their campaigns.
“If you’re doing any form of display advertising or video advertising on the open web and leveraging a DSP, then you’re a candidate for 4D,” concludes Torrielli.
WTF White-Paper: A World Without (Third-Party) Cookies
WTF Is A World Without (Third-Party) Cookies?
Businesses are navigating their way through data minefields, thanks to regulations such as GDPR in the UK and CCPA in the US. Add to that, anti-tracking policies prompted by Google, Apple, and Firefox that aim to block third-party cookies, and the challenges become numerous.
In the midst of these factors, in order to provide the ‘value exchange’ demanded by their audiences, businesses still need to harness huge volumes of data created by an increasing number of consumer touchpoints. Yet, putting this into practice and sourcing the skills in-house to activate these insights in real-time is no easy feat.
We joined forces with Digiday to write our latest Whitepaper, to uncover the future opportunities within a first-party data-led strategy.
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WTF Is A World Without (Third-Party) Cookies?
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Contextual Targeting: Back To The Future Of Marketing
We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalized and empathetic campaigns in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics.
This guide will help you discover how to leverage data, machine learning, and AI to access more granular audience segments and market ‘in the moment’ with highly intelligent, contextual targeting.
Read this guide if you want to find out:
• What contextual marketing actually means and how it works
• Why contextual marketing is important now more than ever
• How to scale marketing efforts in a brand-safe environment
• The future of programmatic in a cookie-less world
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Back to the future of marketing.
A guide to contextual targeting beyond the cookie
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Thinking Caps Podcast With Cheetah Digital
SBDS Group Achieves Adobe Audience Manager Specialisation
July 2nd 2020 | Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and have demonstrated multiple successful customer implementations.
A Bronze-level partner in the Adobe Solution Partner Program, Silverbullet is a data-smart marketing services provider designed to empower businesses to deliver their marketing better, faster and smarter through the application of technology.
“Congratulations to Silverbullet,” said Sarah Gunderson, Director of Partner Sales for UK, Nordics, Middle East and Africa at Adobe. “ Specialisations reflect a dedication to Adobe technology and a proven track record of customer success, commitment and technical skill. Welook forward to continuing to build on our partnership.”
CEO of Silverbullet, Ian James, said Silverbullet is extremely proud to be named an Adobe Specialised Partner, as it seeks to support global customers with their digital transformation journeys.
“Achieving this level of expertise is an incredible accomplishment, positioning us as one of the most-recognised partners throughout the region. Our specialised services empower businesses to deliver their marketing better, faster and smarter through the smart application of technology, and this distinction will only inspire us further.”
SVP of Partnerships at Silverbullet, Simon Theakston, said Silverbullet’s unique approach to supporting businesses to unlock the value of their data, allows the company to consult, analyse, implement, activate and generate intelligence for the new era of marketing.
“Silverbullet’s deep understanding across so many Adobe applications positions us as a great partner for any business looking to transform their data-driven marketing. Gaining Specialised status is a testament to the technical expertise, skill and commitment from our global team, and I am so proud of their achievement. This is just the beginning of our partnership journey, as we now move towards Adobe Experience Platform with real-time CDP.”