The 10 Most Innovative Ad Tech Companies of 2021.pdf

VOL 02 I ISSUE 04 I 2022
Embracing the Future of Ad Targeting
Most Innovative
AD TECH
Companies of 2022
THE
Homes
Smartified
The Next
Big Change
Promising
Future
How Storytelling can
Enhance Brand Identity?

Advertising
Simplified!
oday, we are surrounded by advertisements. When
Tchecking your phone, watching something on
television, going out for a walk, or buying
groceries, advertising is all around. The only thing that has
changed about advertisements is that they have become
more technology-driven.
Undoubtedly, technology has changed the landscape of
many sectors, and the advertising sector is not devoid of
these transformations brought by it. AdTech has enabled
businesses of all sizes to expand their reach, find new
customers, and diversify their revenue streams.
Today, AdTech has made it possible for advertisers to figure
out the target audience more accurately and deliver ads to
the most relevant audience at the right place and time.
Many AdTech companies have entered the market today
with their path-breaking solutions. These companies are
helping ad agencies, advertisers, and other businesses
create, customize, measure, and manage campaigns to get
the maximum return on investment (ROI).
What these AdTech companies do differently is they
effectively serve people the ads based on the different goods
or products or services they have browsed online recently.
They utilize data and digital tools most efficiently to
retarget exactly the same thing that people are interested in.
These companies set themselves apart by being flexible.
They also decide how the ads look to capture the attention
of the people. They use the latest technologies and
innovations to direct particular ads to particular types of
audiences.
Moreover, these companies minimize irrelevant ads and put
forth the relevant ads to the relevant audience. Whoever is
buying or selling ads, these AdTech companies make sure
that they are reaching the right consumers with the right
products and services. They use smart algorithms and cross-
device advertising for that purpose. They track users across
a vast
Editor’s Desk

range of web activities and accordingly target the ads
on the devices of consumers.
The most fascinating part is that these AdTech
companies smartly use the demand-side platforms
(DSPs) to direct the ads accordingly. They automate
the buy-side of AdTech according to DSPs. They
also try to understand the economic facts and figures,
as these numbers help them in making informed
decisions. They keep track of the demand and supply
in the economy. Better algorithms used by the
AdTech companies lead to a better return on
investment.
There are many AdTech companies in the market
today that are delivering unparalleled experiences to
businesses by boosting sales of their products and
their overall profitability. Innovation and
evolutionary approach is their central part.
In this edition of "The 10 Most Innovative Ad Tech
Companies of 2021", we have enlisted some
exceptional AdTech companies that are using
innovative methods to simplify marketing and
advertising.
On the cover, we have Yieldmo, an upbeat company
that maximizes the value of advertising for buyers
and sellers and strengthens the campaign of
advertisers, and helps them in reaching out to the
world with fewer and fewer cookies.
You will get to read about more such companies and
their top-notch solutions in this edition. Also, make
sure to flip through the articles and CxOs that give
insights about AdTech.
Let's have a look!
sharad@insightssuccess.com
Sharad Chitalkar

Articles
Revolution
Ahead
22
Advertising in
the Digital Age
Marketing
Insights
38
What Do You Know About
the Modern Marketing Trends?
cxo
Leader’s
Viewpoint
16
How Storytelling can
Enhance Brand Identity?
Expert’s
Insights
28
Rethinking Traditional Training:
The Forgetful Curve
Cover
Story
08

Corum Digital
18
A Worldwide Leader in the Digital
Signage Industry
No Boundaries Marketing Group
30
Educating Small Businesses and
Empowering them to Thrive
Yodeck
40
Offering Professional Digital
Signage for Everyone at an
Unbeatable Price
IAdea
24
Enabling Organizations to
build the Most Effective
Workspace
Reﬂect Systems
34
Creating Meaningful
Connections Between Brands
and People

sales@insightssuccess.com
December, 2021
Editor-in-Chief
Senior Sales Manager Business Development Manager
Marketing Manager
Technical Head
Technical Specialist Digital Marketing Manager
Research Analyst
Database Management Technology Consultant
Hitesh Dhamani
Managing Editor
Anish Miller
Executive Editor
Sharad Chitalkar
Assistant Editors
Jenny Fernandes
Visualizer
David King
Art & Design Director
Vishal Pawar
Associate Designer
Revati Badkas
Kshitij S Peter Collins
John Matthew
Sales Executives
David, Martin, Irfan
Business Development Executives
Steve, Joe, Saurabh
Jacob Smile
Aditya Marry D'Souza
SME-SMO Executive
Amol Wadekar Frank Adams
Circulation Manager
Robert Brown Stella Andrew David Stokes
Shyam Sonawane
Co-designer
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Brief
Company Name
Reflect Systems are experts in developing place-based digital
media programs that create meaningful connections between
brands and people.
Nick Brien,
CEO
Amobee helps brands, agencies, and media companies unify
audiences to optimize results across all TV, connected TV, and
digital media, including social, to drive customers’ growth.
No Boundaries Marketing Group was founded on the basis of
simplifying the marketing and advertising world for small to
medium sized businesses.
IAdea is dedicated to the development of cutting-edge
enterprise-grade Room Booking Panels, Kiosks and Signage
Displays.
Amobee, Inc.
amobee.com
Yieldmo is an advertising technology company that operates a
smart exchange that differentiates and enhances the value of ad
inventory for buyers and sellers.
System1 combines the best-in-class technology & data science
to operate the world’s most advanced Responsive Acquisition
Marketing Platform (RAMP).
Basis Technologies is a global provider of workflow
automation, intelligence and programmatic trading software.
Yodeck is a screen-management platform, that allows you to
power your screen with any type of content or widgets and
instantly amaze your target viewers.
Featured Person
Basis Technologies
basis.net
Corum Digital Corporation
corumdigital.com
IAdea
iadea.com
Integral Ad Science Inc.
integralads.com
No Boundaries
Marketing Group
noboundaries.marketing
Reflect Systems, Inc
reflectsystems.com
System1
system1.com
Yieldmo
yieldmo.com
Yodeck
yodeck.com
Shawn Riegsecker,
CEO & Founder
Adam Snider,
Director of Sales
& Marketing
John C. Wang,
Founder & CEO
Lisa Utzschneider,
CEO
Christopher Amos,
Owner
Lee Summers,
CEO
Michael Blend,
CEO & Co-Founder
Mike Yavonditte,
Founder & CEO
Vangelis
Mihalopoulos,
Co-founder & CEO
Corum Digital Corporation is a technology company that
focuses on creating innovative, highly reliable and easy-to-use
digital technologies.
Integral Ad Science is a global leader in digital media quality,
ensuring that ads are viewable by real people in safe and
suitable environments.

Mike Yavonditte
Founder & CEO
Yieldmo

Providing a Smart
Exchange that maximizes
the value of advertising for
buyers, sellers, and
consumers.
“
“
Cover Story

We have come a long way since modern
advertising began to take shape with the advent
of newspapers and magazines centuries ago.
Digitalization has revolutionized the way businesses
advertise their offerings, moving billions of advertising
dollars to social platforms, websites, retail media properties,
and various online mediums with large user bases.
Advances in technology have led to the inclusion of
Artificial Intelligence as a means to study and analyze
customer behavior and predict their future habits. Modern
advertising companies use this data to reach their potential
customers, combining the power of predictive data with
attention-grabbing, ready-to-use ad formats that are
customizable and straightforward to apply.
We at Insights Success came across one such company,
Yieldmo. Yieldmo is a digital advertising technology
company that increases the value of advertising inventory
for buyers and sellers. It offers various products designed to
drive optimal media performance to deliver high-quality ad
impressions.
At the helm of Yieldmo is Mike Yavonditte, a private
investor in the technology industry with investments in over
100 internet companies. He is the Founder and CEO of
Yieldmo, where he has created a work culture that deeply
cares about human-centered design principles to build best-
in-class ad formats.
We got into a conversation with Mike to understand how
the company is reimagining digital ads and preparing for
the next massive shift.
Let’s take a deep dive into Yieldmo's journey till now.
A Concise Run-Through
The mission of Yieldmo is to provide a Smart Exchange
that maximizes the value of advertising for buyers, sellers,
and consumers.
Yieldmo operates a Smart Exchange that differentiates and
enhances the value of addressable and non-addressable ad
inventory. It helps publishers monetize more efficiently and
effectively, and unlock value for clients.

Yieldmo creates, measures, models, and curates campaigns
for increased scale and performance as a leader in
contextual analytics, real-time technology, and digital
formats. By understanding how each unique impression
behaves and looking for patterns and performance in real-
time, the company drives real performance gains without
relying on audience data.
The Best of the Best
What sets Yieldmo apart from its competition is its
technology and data. It combines privacy-compliant
datasets with machine learning optimization, frictionless
formats, and high-quality inventory to deliver higher
performance for its advertisers. Its proprietary technology
uses dozens of privacy-compliant signals on billions of
impressions to create intelligently curated deals.
Over the last 2+ years across many different environments,
Yieldmo has demonstrated that these curated campaigns
outperform advertisers' existing media strategies. As a result
of these efforts, smart marketers who leverage Yieldmo
have seen vast improvement, as 100% of all curated
campaigns deliver lift. On average, Yieldmo's proprietary
technology lifts campaign KPIs 75% and over 80% on a
cost- adjusted basis.
Yieldmo is making the advertising ecosystem better and
more transparent by empowering all stakeholders to make
educated decisions based on data. It is not biased to any one
player in the ecosystem and never prioritizes one group at
the expense of another.
The company helps advertisers unlock value from all of its
products, matching inventory to the goals of their
campaigns and delivering outstanding results, and helps
publishers monetize their addressable and non-addressable
ad inventory.
The Reimagination of Digital Ads
Yieldmo was founded at the beginning of mobile
advertising when most companies were simply repurposing
their display creative and trying to make it fit on a mobile

Yieldmo's contextual approach helped us nd high
performance impressions for a great value. They
were both our largest trafc driver and conversion
driver. Yieldmo's performance gave us great
condence in the power of context as we move to a
world with fewer and fewer cookies.
“
“

screen. It realized early on that this was a bad user
experience and set out to create a better one by diving deep
into the area of creative design and development.
Mike wanted to make mobile, and ultimately all
advertising, better through formats, technology, and data.
By combining formats, real-time infrastructure, and
advanced analytics, Yieldmo delivers a better overall ad
experience.
Today, Yieldmo has 16 patents: seven focus on data and
measurement and nine focused on creative formats and
function. Its visually stunning and page-enhancing ad
formats understand user behavior such as scroll direction
and other granular page details, feed the signals into
machine learning models, and optimize the campaign in
real-time.
Earlier this year, the company rolled out Fr s
ictionles
Formats, which are ready to use, require no extra work or
creative lead time, are transacted through Native or Video
pipes, and are DSP hosted. Yieldmo has also recently
introduced CineClip, a 100% exclusive new form of video
inventory that renders whenever there’s an opportunity.
CineClip drives incremental revenue on any page with
complete flexibility for Publishers and allows Advertisers to
reveal their story with cinematic flair in a friendly, easily
digestible, 100% viewable format.
An Embedded Creative Culture
At the core of Yieldmo's cultural DNA is creative
exploration and a commitment to unlock the potential that
sits within each and every Yieldmate. It believes in
providing full autonomy for work to be done and for
problems and solutions to be debated productively and
healthily.
Employees are empowered to think through new ways of
evolving the business and their role in making an impact. At
Yieldmo, employees' career paths are in their hands, and its
leadership team genuinely cares about employees as people
and puts great responsibility on the role of leading others.
As a people-driven organization, Yieldmo is honored to be
included on list multiple
Crain's Best Places to Work
years in a row.
The Vast Impact of the Pandemic
Mike states that the advertising market was greatly affected
by user behavior and how online habits changed during
COVID-19. According to , digital consumption rose
WARC
by over 30% during the pandemic, forming lasting
consumer habits in shopping and content consumption.
One area greatly influenced by the pandemic is Connected
TV. According to Mike, with consumers stuck at home,
high-quality video became more important than ever. As
Cover Story

video continues to grow and evolve, Yieldmo believes that
all video will need to be platform-agnostic, and it has
increased its video offerings and is continuing to evolve for
a seamless experience to meet this demand.
Another area that was significantly influenced was online
shopping and the rise of Direct-to-Consumer advertising.
According to , online retail sales
Digital Commerce 360
increased 32.4% year over year in 2020 and were up 39% in
Q1 of 2021. With the value of online retail rising, Yieldmo
focused innovation on shoppable ad formats, such as
Megashopper, that help more closely connect advertising
and shopping experiences.
Helping Hand to the Community
Yieldmo continues to contribute to the community in
numerous ways. It has worked with the Boyd Initiative
and The Advertising Club of New York's to
Ad Futures
mentor future leaders for careers in advertising technology.
Yieldmo has also donated media to help raise awareness for
important initiatives, such as the Sandy Hook Promise
and , to name a few.
MediaSavingLives
A Future View-Through
Mike states that digital advertising is on the brink of a
seismic shift. The future browser and legislative changes
restricting personal user targeting tactics make it harder for
marketers to connect the data about individuals and how
they move across the web.
“We are rapidly moving toward a ‘Privacy-First’ economy:
smart marketers are starting to test new privacy-compliant
ways of expanding reach, finding efficiency, and
communicating, without relying on 3rd party cookies.”
Yieldmo’s solutions were built with the future of
advertising in mind. To help marketers capitalize on these
shifts as they take place, such as Apple’s curtailing of
online tracking, Yieldmo launched the Privacy-First
Marketplace, a series of privacy-first PMP deals that

transact on non-addressable inventory and vastly
outperform benchmarks. It has also developed an exchange
built on privacy first signals, such as contextual and
performance, that respects consumers’ privacy and provides
effective advertising without using personal information.
With GDPR in effect since 2018, it's no surprise that Europe
far surpasses the US with its protection and privacy
regulations. As privacy-first becomes the norm worldwide,
Yieldmo will continue to build out its international
expansion in 2022.
What do Clients Have to Say?
“Yieldmo's contextual approach helped us find high-
performance impressions for a great value. They were both
our largest traffic driver and conversion driver. Yieldmo's
performance gave us great confidence in the power of
context as we move to a world with fewer and fewer
cookies." Julie Fleischer, Chief Growth Officer,
Encantos
“Yieldmo provided us with a new and interesting method to
reach our consumers and increase our CTR that we haven't
been presented with in the past. Given the results of this
test, we've definitely acknowledged the benefits of
attention-based optimization.” Natalie Benoit, Shopper
Marketing Senior Manager at GE Appliances.

FEBRUARY 2022 | 16 | www.insightssuccess.com

Advertising
in the
Digital
Age

We live in an era where people no longer prefer
reading news from newspapers. Instead, they
keep on scrolling their phones to know what is
happening around them. Digitalization finally seems to be
here.
With people getting very much obsessed with the internet,
the science and art of advertising have changed a lot.
Advertisers are embracing digital channels more, and this
has surpassed traditional channels of advertising.
Let us shed some more light on how advertising has
evolved throughout the years.
Methods of Evaluating Advertising
Digital advertising is growing and is expected to grow with
the increasing demand for technology. This puts companies
in the front seat, as the field comes with many more
opportunities. Digital boards, social media platforms, and
the increasing technological tools like AI, Cloud, Big Data
are a few examples of it. Undoubtedly, we can say that
advertising is booming in this digital age of technology
today.
You might have experienced products following you on
every new page or some other activity you do online. That
is one best example of how companies are leveraging
digitalization to reach their target audience. With digital
advertising, companies can follow, understand your interest,
and recommend to you the related products, where you
ultimately end up buying them. That's advertising in the
digital age for you.
Another reason digital advertising is effective is the
increasing number of smartphones. Roughly there are 11
billion mobile users today, and it is set to increase with the
growing number of internet users. This is the big reason
why advertising has become so successful in today's digital
age.
Here we also need to appreciate the creativity and efforts
that the companies make for the best use of technology.
This is why we see many companies already in the market,
competing to make it big in the industry.
What are the essential components that businesses should
focus on?
Firstly, the quality of a good advertising company is to
make the business objectives clear and effectively put them
forward in front of your customer. You have to define your
objectives clearly, which will eventually help you to
formulate advertising objectives. If your business goals are
not clear, customers will not know you, which definitely
affects your sales figures.
Secondly, having awareness about the market matters the
most. It is only then you will realize the true potential of
technology. Of course, there will be failures, but a few
losses will only make you big in the coming time.
The final stage comes when you become a successful full-
fledged brand. Once your product is out on the market,
eventually, you will know your potential customers and
how to reach them. Additionally, be aware of your
customers' likings, and keep innovating in that way. Get to
know more about the industry trends of marketing their
products and always believe in your way of advertising
products.

What Do You Know About the
Modern Marketing
Trends?

The marketing domain has
always been the epicenter of
successful businesses. Whether
you are a startup, among MSME, or a
giant corporation, nurturing your
marketers is the sigma rule to ace in
the cut-throat competition.
To grow your business across global
competition, there are multiple
marketing trends that you focus on.
This article will help you with major
trends in marketing.
Marketing is the voice of your
business, and in order to be heard in
the pandemic new normal, you don't
only need robust marketers, but also an
out-of-box thinking along with
technological innovation.
Out of many, here is a list of marketing
trends that you must incorporate for
high ROI in your business.
Conversational Marketing
Conversational marketing has always
been the go-to strategy to introduce
your target audience to your products
and services, ultimately converting
leads into customers. In the digital age,
artificial intelligence and machine
learning have revolutionized
marketing strategies.
The customer experience is an
important element of the marketing
process. A survey by
Salesforce(customer relationship
management system) reveals that 42%
of consumers desire for instant replies
and quick implementation in query
resolutions.
In the digital age, implementing
conversational marketing has been
Marketing Insights
quick, and there are multiple tools such
as chatbots, Live chats, social media
engagement, click to messenger and
many more.
Today, marketing has adopted a hybrid
model that creates an online access
hub, provides brand experience, and
closes deals at a virtual or physical
platform too!
Experiential Marketing
If you are a credible brand or a startup,
but with a novel business model, all
you will need is to pitch your products,
and the ball is in your court.
This is one of the age-old practices of
tech giant Apple. It has been famous,
creating Worldwide developer
Conference, where thousands of
software geeks discuss latest trends,
add value to the market, brand own
tech, and revitalize technology. In this
order, the technology operations get a
wider audience, developers add up to
their intellect, and apple receives brand
engagement. Its a win-win!
Furthermore, businesses can't just
function on social media and
innovative technology. If you are a
budding business and your marketer
don't hit the streets, you may surely
miss a large portion of your profits.
Therefore, you need to focus on the
offline mode of marketing too.
A survey in the United States suggests
that ad campaigns in newspapers
increased the impact of business
growth. Also, the billboard
advertisement resulted into 3 out of 10
drivers visiting a shop, restaurant, or
retail market.
Events and Meet-ups
In the modern age of marketing,
creating public events can keep your
brand updated while you market your
product, and your potential consumer
gets a real-time experience of your
company's product and services. In the
pandemic-new normal, organizing
counseling meet-ups paves the way to
adding human touch escalating high
conversion rate.
The integrated technology solutions
such as Salesforce has a high
integrated system that helps the
marketing and Sales team to get AI
support along providing customer
activity that helps to understand
appropriate marketing pitch with your
potential leads.
The world has been changing in the
course of the pandemic, but there has
been no evidence of marketing losing
its hold over the market. If you look to
the benefits of marketing and the way
new trends in technology are being
emerged, marketing has been the
cakewalk for growing businesses.
So, why is modern marketing trends
winning heart of entrepreneurs
globally?
Today, businesses are searching for
solutions to penetrate every corner of
the globe.The hybrid marketing model
is facilitating profitable opportunities
to maximize brand enhancement and
no cumbersome business operations
involved!
If you are proactive in business and
want to grow beyond global barriers,
you must adapt to these marketing
trends today!

The 10 Most Innovative Ad Tech Companies of 2021.pdf

The 10 Most Innovative Ad Tech Companies of 2021.pdf

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