The Brightroll DSP provides a scalable native solution that allows advertisers to tap into an immersive omni-channel experience across screens and publishers.
Combine real-time programmatic insights with premium, native ads to efficiently reach the right person, at the right time, with the right context, at scale.
A2P (Application to Person) messaging has underpinned this transformation, across a wealth of new use cases and new verticals. Historically, A2P was used for alerts and, as PSMS (Premium SMS), as a billing mechanism and carrier for simple content and services, both for one-off downloads or actions (eg voting) and for recurring payments. The latter use case has declined markedly in the past 5 years, due largely to the transition to an app-based economy, largely driven by card billing and by regulatory action (in markets such as the US and UK) against fraudsters.
Consumers are better than ever at differentiating between low-quality and premium content. For marketers, this means the placement of their ads is critically important. Brands can’t afford to risk appearing alongside questionable content, not with 75% of consumers holding brands accountable for their ad environments. When brands are shown adjacent to Oath’s trustworthy, premium content, they experience 5x greater favorability - a striking example of the power of positive associations and the importance of knowing your digital neighbors.