TEGNA’s Premion Leveraging MadHive’s Cryptography, AI and Blockchain
Advertising Innovations to Sharpen Audience Targeting
NEW YORK–(BUSINESS WIRE)–MadHive,
the technology company best known for innovations in cryptography and
advertising, today launched a suite of technologies designed to address
the biggest threats to the advertising industry — the issues of
trust, transparency, fraud and brand safety.
The cross-platform advertising technology stack announced today
leverages proprietary tools to cryptographically validate and link data
across the supply chain to help grow the advertisers’ audiences, enable
more precise targeting and verify ad delivery.
The new MadHive suite of solutions addresses the multi-billion dollar
challenge that fraud poses for advertisers. Recent reports estimate fraud
will cost the advertising industry more than $19 billion in 2019 —
and is expected to reach a staggering $44 billion by 2022.
“Publishers, brands and agencies alike have been living in the
Advertising 1.0 ecosystem — what we call the ‘Guess Economy’ —
dealing with issues around brand safety, transparency and fraud,” said
Adam Helfgott, CEO at MadHive. “But that doesn’t have to be the case.
Our technology is ushering in a new era — paving the way for
Advertising 2.0 and the ‘Evidence Economy,’ where results are trusted
because they are mathematically and scientifically proven.”
OTT advertising leader Premion, which leverages MadHive’s market-leading
campaign management and reporting tools, is now utilizing the full stack
solution to generate better targeting for advertisers and cryptographic
proof for buy-side transactions.
“Advertisers expect the highest level of accountability and verifiable
transparency is a prerequisite for doing business today,” said Jim
Wilson, President of Premion at TEGNA. “The MadHive solution ensures
advertisers are getting what they pay for, while providing greater trust
and accuracy in all phases of audience targeting, media buying, campaign
management and reporting.”
“This product integration is a huge step for how cryptography and
blockchain can be leveraged to its fullest potential in the digital
advertising industry,” said Christiana Cacciapuoti, Executive Director
the non-profit research and development consortium building and
implementing the blockchain standards for digital advertising. “We are
proud to have members like MadHive and TEGNA on the front lines,
building and leveraging the tools that will make real progress in the
fight against fraud.”
MadHive’s product suite includes tools for media planning and buying,
data management and matching, campaign and yield optimization and
reporting. The suite validates data and inventory, delivering
transparency while reducing fraud, waste, and abuse, cutting
intermediary costs from high double-digit percentages of every ad
dollar, delivering more value for the publisher and advertiser. These
cutting-edge solutions paired with premium inventory acquisition from
partners like Freewheel, result in unprecedented campaign efficiencies
Key elements of the MadHive suite:
Audience Device Graph: The MadHive Device Graph connects advertisers
and publishers to audiences across all devices, ensuring each
interaction is driven by relevant audience-specific data.
Precision Targeting: The MadHive tech stack leverages
audience-specific data to power dynamic creative optimization and
message targeting strategies to generate personalized creative units
based on real-time information.
Audience Verification: MadHive employs cutting-edge technologies like
cryptography and blockchain to guarantee audiences and video
impressions across desktop, mobile, ConnectedTV, and OTT.
Cross-Device Attribution: MadHive’s proprietary AI (“Roger”) improves
cross-device analytics by matching impressions, engagements and
conversions to consumers.