Welcome!

Machine Learning Authors: Yeshim Deniz, Liz McMillan, Zakia Bouachraoui, Pat Romanski, Elizabeth White

News Feed Item

Tribal Fusion Launches New ‘Rising Star’ Creative Ad Formats

Tribal Fusion, the global display advertising provider owned by Exponential Interactive, has launched Sidekick and Pushdown, its own versions of two of the online industry’s new ‘Rising Stars’ online ad formats.

The new executions take the basics of the Sidekick and Pushdown formats promoted by industry trade body the Internet Advertising Bureau but differ in key ways to drive higher rates of interaction and make them available at greater scale. The move allows advertisers to combine the benefits of advanced online audience targeting with highly engaging ad formats.

Sidekick and Pushdown both aim to deliver high-impact campaigns and user-initiated brand engagement in online campaigns through mini-website experiences that open up when a user clicks or rolls over the basic ad. Once initiated, the units move the page content either to the side or down to reveal a much-expanded ad in which advertisers can add product information, video content and social sharing features. On closing, the unit collapses and page content moves back to its normal place.

Tribal Fusion’s versions of the units work in exactly the same way but run in more commonly used display banner sizes, enabling them to be offered by many more web publishers. Also, Tribal Fusion has direct relationships with web publishers, which, combined with its technical integration with their web pages, enables the company to deliver new formats at greater scale. Tribal Fusion’s global display network reaches more than 450 million unique users worldwide every month and more than 75% of its display banner inventory is enabled for the new units.

The greater reach enables advertisers to combine the benefits of new, high-impact formats like Sidekick and Pushdown with the scale needed to use advanced online audience targeting techniques.

Doug Conely, senior director of global data and targeting at Exponential, said: “Innovating these new forms of ad units has meant that the scale available to advertisers wanting to use them reaches a whole new level. Because an advertiser can leverage our advanced audience targeting capabilities, they will be able to reach their most valuable prospects with these new highly impactful and engaging campaigns.”

The new units have also been designed to provide a consistent and recognizable end-user experience. Both include similar animation features in the basic ad that invites the user to interact. Consumers that have engaged with one of the units before will recognize the same invitation in future campaigns.

Ittai Shiu, executive director, ad solutions, at Tribal Fusion, said: "Our versions of Sidekick and Pushdown take the best of the Rising Stars initiative and evolve them to grow the scale at which they can be delivered and establish consistency in the user experience that drives consumer acceptance and engagement rates.”

About Tribal Fusion

Tribal Fusion is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively.

We combine our premium publisher network, advanced online ad technology and integrated audience data on a single platform to deliver audience insights, targeting and creative solutions that transform the way brands connect with their prospective customers.

Tribal Fusion is a division of Exponential Interactive, Inc., a global digital advertising company headquartered in Emeryville, California, which offers its solution to brand advertisers in 26 countries worldwide.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

CloudEXPO Stories
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Enterprise architects are increasingly adopting multi-cloud strategies as they seek to utilize existing data center assets, leverage the advantages of cloud computing and avoid cloud vendor lock-in. This requires a globally aware traffic management strategy that can monitor infrastructure health across data centers and end-user experience globally, while responding to control changes and system specification at the speed of today’s DevOps teams. In his session at 20th Cloud Expo, Josh Gray, Chief Architect at Cedexis, covered strategies for orchestrating global traffic achieving the highest-quality end-user experience while spanning multiple clouds and data centers and reacting at the velocity of modern development teams.
Disruption, Innovation, Artificial Intelligence and Machine Learning, Leadership and Management hear these words all day every day... lofty goals but how do we make it real? Add to that, that simply put, people don't like change. But what if we could implement and utilize these enterprise tools in a fast and "Non-Disruptive" way, enabling us to glean insights about our business, identify and reduce exposure, risk and liability, and secure business continuity?
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-centric compute for the most data-intensive applications. Hyperconverged systems already in place can be revitalized with vendor-agnostic, PCIe-deployed, disaggregated approach to composable, maximizing the value of previous investments.
In this Women in Technology Power Panel at 15th Cloud Expo, moderated by Anne Plese, Senior Consultant, Cloud Product Marketing at Verizon Enterprise, Esmeralda Swartz, CMO at MetraTech; Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems; Seema Jethani, Director of Product Management at Basho Technologies; Victoria Livschitz, CEO of Qubell Inc.; Anne Hungate, Senior Director of Software Quality at DIRECTV, discussed what path they took to find their spot within the technology industry and how do they see opportunities for other women in their area of expertise.