Powered by Machine Learning, Verizon Media’s Ad Platform Launches New DSP Insights & Forecast Tool

SINGAPORE - Media OutReach - 14 June2019 - Continuing its mission to build trusted partnerships with advertisersand publishers, VerizonMedia today announced an innovative new omnichannel insights tool for itsindustry-leading demand side platform (DSP). Powered by machine learning, thenew tool is designed to give advertisers clarity on their omnichannelprogrammatic ecosystem, with robust performance insights and optimizationrecommendations for each channel, ad format and exchange.

According to a recent survey by AdvertiserPerceptions, among advertisers, "transparency" is the most important word of2019, with brands rightfully seeking more insights into campaign performanceand media quality than ever before.¹ Similarly, 60% of USadvertising executives cite a lack of transparency as the biggest challenge fordigital spend optimization.²

"At Verizon Media, trust and transparency aremore than just buzzwords," said IvánMarkman, Chief Business Officer at Verizon Media. "We believe in the powerof consistently delivering new technologies, platforms and tools that unlockdeeper insights into programmatic supply and performance. With today'sannouncement, we are continuing to take a leadership role, bringing our DSPcustomers granular omnichannel intelligence at the auction level, giving themeverything they need to understand how and where to best allocate budgets."

The new transparency tool delivers a 360-degreeview of a DSP customer's omnichannel programmatic environment, with robustaudience reach and cost analyses broken down by channel (e.g., display, CTV,DOOH, audio, etc.), ad format (e.g., video, native, etc.) and exchange. Itenables buyers to drill down to truly understand how each channel, format andexchange is performing on their behalf, while providing forecasts to shapecampaign strategy, creative and targeting. In future versions we expect toallow segmentation by device, video duration, video placement, and domain,bringing advertisers unparalleled insights across their programmatic universe.

"Increasing transparency within theprogrammatic ecosystem must be an industry-wide priority, bringing agencies andtech partners together to drive better outcomes for clients," said Steve Katelman, EVP, Global Partnerships atOmnicom Media Group. "Adding Verizon Media's capability to our owntransparency tools allows us to understand deeper bidding insights at theauction level, ensuring that we are accessing the inventory through the optimalpath. This level of DSP supply path flexibility should be the expectationmoving forward."

"We believe in leading the DSP market to giveadvertising partners transparency on everything from reach and cost acrosschannels, formats and exchanges, and help them predict what will work best downthe road," continued Markman.

TheVerizon Media DSP is a full-funnel, transparency-driven platform that combinesunique data sets with machine-learning optimization, exclusive inventory, andenhanced productivity features, giving advertisers the flexibility, control andconfidence to manage omnichannel programmatic strategy.

For more information, visit us at verizonmedia.com.

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¹MediaPost, 'Transparency' Most Important WordsOf The Year,' 2019
²eMarketer, 'Brands Want Transparency,' 2019

About Verizon

Verizon Communications Inc. (NYSE, Nasdaq: VZ)is headquartered in New York City. The company operates America's most reliablewireless network and the nation's premier all-fiber network, and deliversintegrated solutions to businesses worldwide. With brands like Yahoo,TechCrunch and HuffPost, the company's media group helps consumers stayinformed and entertained, communicate and transact, while creating new ways foradvertisers and partners to connect. Verizon's corporate responsibilityprioritizes the environmental, social and governance issues most relevant toits business and impact to society.