Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

by | Jan, 2023 | Product and Technology

In the latest video in Bidtellect’s Behind the Platform series, Bidtellect’s VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s platform, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Topics covered:

  • Category Taxonomy
  • Brand Safety
  • Keyword Targeting and Blocking
  • Tips for effective platform use

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Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

by | January 31, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Read More

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

by | January 12, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Read More

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

by | December 22, 2022 | Product and Technology | 0 Comments

2023 will set massive movements in motion. Here’s what 2023 has in store for adtech, programmatic, and digital marketers – as predicted by Bidtellect leadership.

Read More

3 Key Takeways from Bidtellect’s Arthur Hainline & Jounce Media Founder Chris Kane at Adweek

by | December 19, 2022 | Product and Technology | 0 Comments

Watch the presentation on the industry’s waste problem: from supply path transparency to carbon waste, sustainability, and how you can make change now.

Read More

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

by | November 22, 2022 | Content, Culture, Native Advertising | 0 Comments

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

Read More

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

by | November 22, 2022 | Native Advertising, Product and Technology | 0 Comments

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

Read More

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

by | September 1, 2022 | Native Advertising, Product and Technology | 0 Comments

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

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Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

by | August 30, 2022 | Native Advertising, Product and Technology | 0 Comments

It’s here. Our no frills, top 10 tips for holiday advertising success.

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Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

by | August 30, 2022 | Content, Native Advertising | 0 Comments

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

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These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

by | August 3, 2022 | Native Advertising, Product and Technology | 0 Comments

Holiday shopping is just around the corner! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

Read More
Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

by | Jan, 2023 | Product and Technology

In the latest video in Bidtellect’s Behind the Platform series, Bidtellect’s VP of Product Arthur Hainline demonstrates Scope3’s data integration and the ease with which advertisers can immediately block sites or optimize towards high supply quality in order to reduce carbon waste. Then he goes into more depth behind the industry’s supply path wasteful practices, such as auction duplication and reselling. This Behind the Platform is not one to miss!  

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Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

by | January 31, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Read More

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

by | January 12, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Read More

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

by | December 22, 2022 | Product and Technology | 0 Comments

2023 will set massive movements in motion. Here’s what 2023 has in store for adtech, programmatic, and digital marketers – as predicted by Bidtellect leadership.

Read More

3 Key Takeways from Bidtellect’s Arthur Hainline & Jounce Media Founder Chris Kane at Adweek

by | December 19, 2022 | Product and Technology | 0 Comments

Watch the presentation on the industry’s waste problem: from supply path transparency to carbon waste, sustainability, and how you can make change now.

Read More

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

by | November 22, 2022 | Content, Culture, Native Advertising | 0 Comments

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

Read More

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

by | November 22, 2022 | Native Advertising, Product and Technology | 0 Comments

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

Read More

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

by | September 1, 2022 | Native Advertising, Product and Technology | 0 Comments

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

Read More

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

by | August 30, 2022 | Native Advertising, Product and Technology | 0 Comments

It’s here. Our no frills, top 10 tips for holiday advertising success.

Read More

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

by | August 30, 2022 | Content, Native Advertising | 0 Comments

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

Read More

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

by | August 3, 2022 | Native Advertising, Product and Technology | 0 Comments

Holiday shopping is just around the corner! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

Read More
Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

by | Dec, 2022 | Product and Technology

2023 will be a year of reckoning for the programmatic space, as adtech and digital marketing leaders meet the call for necessary changes that benefit all – tech providers, publishers, brands, agencies, consumers, and the environment. 2023 adtech industry predictions

These are the five 2023 predictions from our leaders at Bidtellect – the performance-driven DSP.

Download the Onesheet: 2023 Industry Predictions

13 + 2 =

Here’s what we predict:

A brand, or an agency representing that brand, will make a programmatic media buy within the first 6 months of 2023 on the basis of the carbon footprint of the supply path. This will mark the first-ever programmatic media purchase in North America based on how “clean” the media buy actually is, and will open the floodgates to brands making carbon-considered programmatic media a real priority.

Read more about our partnership with Scope3 and how you can take action to reduce carbon waste immediately here.

Brands will recognize the benefits of sustainable advertising extend beyond the positive environmental impact, as it will deliver on the promise of a more transparent, cleaner, and higher quality programmatic supply chain resulting in more working media for advertisers and more revenue for quality publishers.

Learn more about the convergence of supply path transparency and sustainability in our Adweek talk here.

Consolidation in programmatic adtech will accelerate as the bridge between the brand and the publisher facilitates a more direct path. Unnecessary hops, costs, and middlemen will be exposed and shunted from the RTB supply chain as the convergence between DSPs, SSPs, and DMPs accelerates. 023 adtech industry predictions

Read more about the evolution of SSPs and the need for consolidation in the wake of supply path transparency here. 

By the end of the year, effective and high performing cookieless targeting and attribution methodologies will exist at scale, just in time for 3rd-party cookie deprecation by Google in early 2024.

Download our whitepaper on our definitive list of cookie alternatives here. Read more about the performance power of cookieless targeting here.

ANA’s programmatic transparency initiative and audit performed by PwC will run into further delays and, ultimately, will not get published. Other industry efforts, including more sustainable media buying, will instead pressure the industry to provide more transparency into the supply chain.

Read more about the delays to ANA’s programmatic transparency study here. 2023 adtech industry predictions

2023 is predicted to set massive movements in motion. Agencies, brands, and programmatic players will need to make changes to keep up with the evolving industry. 2023 adtech industry predictions

Meet the Authors

Lon Otremba

Lon Otremba

CEO

Jason Boshoff

Jason Boshoff

COO

Craig Aron

Craig Aron

EVP, Strategy and Business Development

Want to Learn More?

Reach out to learn how we can prepare your brand advertising for 2023 today.  2023 adtech industry predictions

9 + 7 =

Why You Should Factor Diversity Into Your Strategy This Black History Month

by | February 8, 2023 | Content, Culture | 0 Comments

How and why you should make diversity your advertising priority.

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Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

by | January 31, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Read More

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

by | January 12, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Read More

3 Key Takeways from Bidtellect’s Arthur Hainline & Jounce Media Founder Chris Kane at Adweek

3 Key Takeways from Bidtellect’s Arthur Hainline & Jounce Media Founder Chris Kane at Adweek

by | Dec, 2022 | Product and Technology

Bidtellect was proud to participate in Adweek’s NEXTECH: a two-day, live and virtual event featuring brand executives and technology leaders tackled the question “What’s next in adtech?”  Bidtellect’s VP of Product Arthur Hainline – joined by Jounce Media Founder & President Chris Kane – led a workshop on supply path transparency and carbon waste in the ecosystem: The Future of Green in Advertising: Radical Transparency & Sustainability.

 

Supply path optimization is not a new concept. The programmatic and digital advertising industry is well-aware of the inefficiencies in buying and selling. But how did we get here? Why did a multi-multi-multi step process to ad delivery become the norm? How much waste – dollars, energy, carbon – are we really creating? How can we do better?

The redundancy of supply chains is the number one cause of supply inefficiency, carbon inefficiency, and lack of transparency into the supply path. There are three ways in which buyers and sellers have redundant supply chains: auction duplication, multi integrations, and reselling or rebroadcasting. On average, resold supply chains account for 40% of display auctions and 58% of video auctions.

These same three causes of redundant supply chains (auction duplication, multi integrations, and reselling) are the major contributors to supply path emissions. They take up extra energy, extra compute time, and release excess emissions.

The first step is tracking emissions in Bidtellect’s platform thanks to our integration with Scope3. Users can alter the pacing rate to participate in fewer auctions artificially, optimize towards supply tiers, block domains with high emissions, as well as target sellers.json. Together, advertisers can ultimately begin to reduce carbon waste and initiate a shift to a more efficient supply path for all.

Watch the session below and read our 3 key takeaways.

 

Bidtellect VP of Product Arthur Hainline, joined by Founder and President of Jounce Media Chris Kane, breaks down the future of sustainability in advertising – and how you can begin to manage your carbon footprint in advertising. Adweek Nextech 2022 Adweek Nextech Bidtellect

Inefficient and duplicate supply paths create emissions

Supply Path Emissions correlate to Supply Quality

Bidtellect’s innovative tools can reduce supply path emissions and poor supply quality

Read more:

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Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

by | January 31, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Read More

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

by | January 12, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Read More

Our 5 Industry Predictions For 2023: What Agencies and Brands Need to Know Now

by | December 22, 2022 | Product and Technology | 0 Comments

2023 will set massive movements in motion. Here’s what 2023 has in store for adtech, programmatic, and digital marketers – as predicted by Bidtellect leadership.

Read More

3 Key Takeways from Bidtellect’s Arthur Hainline & Jounce Media Founder Chris Kane at Adweek

by | December 19, 2022 | Product and Technology | 0 Comments

Watch the presentation on the industry’s waste problem: from supply path transparency to carbon waste, sustainability, and how you can make change now.

Read More

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

by | November 22, 2022 | Content, Culture, Native Advertising | 0 Comments

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

Read More

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

by | November 22, 2022 | Native Advertising, Product and Technology | 0 Comments

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

Read More

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

by | September 1, 2022 | Native Advertising, Product and Technology | 0 Comments

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

Read More

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

by | August 30, 2022 | Native Advertising, Product and Technology | 0 Comments

It’s here. Our no frills, top 10 tips for holiday advertising success.

Read More

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

by | August 30, 2022 | Content, Native Advertising | 0 Comments

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

Read More

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

by | August 3, 2022 | Native Advertising, Product and Technology | 0 Comments

Holiday shopping is just around the corner! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

Read More
Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

by | Nov, 2022 | Native Advertising, Product and Technology

With Scope3 now in Bidtellect’s platform, clients will gain transparency into the carbon cost of their advertising campaigns and the tools to reduce their emissions immediately directly through our DSP.scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

lon otremba CTV OTT bidtellect

“Digital programmatic media has always been accused – justifiably – of being far too complex, and we now know that its waste comes with a high cost to the environment. If you are an agency or a brand that values and prioritizes buying media based on its carbon footprint, Bidtellect is the only buying platform that puts actionable tools based on Scope3’s unique data in your hands today.”

Lon Otremba, CEO of Bidtellect

The Current State of Carbon Emissions & Digital Advertising

Wasteful, multiple supply paths, and lack of cooperation have kept the ad’s supply path hazy and emissions-heavy.

Greenhouse Gas Emissions

Digital technologies are responsible for up to 5.9% of total greenhouse gas emissions, of which Internet advertising is a significant contributor. The energy consumption of these technologies is increasing by 9% a year (World Economic Forum).

Media Waste

1/2 of online ad money is being siphoned off by the adtech ecosystem before it reaches publishers (ISBA and PwC) .

"Untraceable" Ad Paths

Of that, about 1/3 of the money was “completely untraceable.” 88% of dollars could not be traced from end to end (ISBA and PwC) .

What Does Scope3 Do?

Scope3 is the only company to report true supply chain emissions data. Scope3 brings granular visibility into the advertising supply chain by measuring the carbon emissions of every single part of the ad journey based on their programmatic setup.

Scope3 is named for the type of emissions they track: emissions that are not produced by the company itself or as a result of activities from assets owned or controlled by them, but by those that it’s indirectly responsible for up and down its value chain (“scope 3 emissions”). scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Scope3 + Bidtellect

With Scope3 integrated into the Bidtellect DSP, clients will be able to seamlessly incorporate its data into their campaign strategy.

Bidtellect users will have accurate insights into the carbon impact of their campaigns. More importantly, they will be able to take immediate action in the platform with ease – choosing or blocking domains, creating specific allow lists, and more – based on Scope3’s carbon data.

In a time of calls for sustainability and transparency, both publishers and advertisers benefit from initiatives like these.

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

headshot photo of Brian O'Kelley Co-founder and CEO of scope3

“When brands have accurate emissions measurement data available in the same place they are executing media buys, it’s a lot easier to factor carbon into optimization decisions. Bidtellect is paving the way while prioritizing action. By offering Scope3 data directly in their platform, Bidtellect is giving buyers exactly what they need to make progress on sustainability commitments, improve advertising and proactively reduce carbon emissions.”

Brian O’Kelley, CEO and Co-Founder of Scope3

The Positive Side Of Reducing Emissions

The obvious benefits are: reduced waste into the environment, a cleaner advertising ecosystem, more transparency into the pathway of an ad delivery, greater trust between consumers and advertisers, between publishers and advertisers, and on and on.

49% of executives surveyed in October by Deloitte believed sustainability efforts will have a positive impact on their brand and reputation. 76% of advertisers want the industry to further reduce carbon emissions according to eMarketer.

Next Steps

Scope3 is currently live in Bidtellect’s platform. Initial data point to a strong correlation between low carbon emission sites and higher quality of supply. Reach out to your Bidtellect rep or contact us here to begin testing today.

Read the Press Release:

Green Advertising First to Market: Bidtellect Adopts Scope3 to Offer Carbon Transparency, Helping Advertisers Take Immediate Action to Reduce Carbon Footprint | Newswire 

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Read more about waste and sustainability in the digital advertising ecosystem:

 

How ad tech is positioning itself for success in sustainable programmatic ecosystems

Why You Should Factor Diversity Into Your Strategy This Black History Month

by | February 8, 2023 | Content, Culture | 0 Comments

How and why you should make diversity your advertising priority.

Read More

Behind the Platform: Using Peer39 For Brand Safety & Keyword Targeting

by | January 31, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the three key uses for the Peer39 integration in Bidtellect’s DSP, while offering helpful tips for traders and advertisers to get the most out of Bidtellect’s product.

Read More

Behind the Platform: Tracking Emissions With Bidtellect Scope3 Integration, Plus What to Know About Supply Path Emissions

by | January 12, 2023 | Product and Technology | 0 Comments

Bidtellect VP of Product Arthur Hainline demonstrates the new Scope3 integration in Bidtellect’s platform, how you can take actionable steps to reduce carbon waste, and the current state of the industry’s wasteful supply path emissions.

Read More