Top 5 Environmental Data Providers in the Ad Tech Space

Over the past decade, Advertising technology has been one of the most fascinating subjects of all, and here’s why (alternate opening statement option)

Not many people know this but Advertising technology is one of the interesting topics of our time. If one observes, Ad tech has successfully managed to evolve itself with the changing world order thus far. Especially over the past few years, it has gone through a lot of critical changes in terms of technological advancements and improvements in the software and tools used. Be it the introduction of the first-ever banner ad in the 90s or the 1st full-fledged DSP in the 2000s or the RTB for that matter. Ad tech has seen everything including the regulatory framework being implemented to mitigate privacy issues. Now that the industry leader Google is abolishing 3rd party cookies(almost there), we will quickly gear up for a cookieless environment as we step into a new era in digital advertising. Because of this change, quite a few companies will go extinct and many new opportunities will be created. Campaign managers will now face the most testing times ahead as the challenge to plug in high-quality first-party data while optimizing cost at the same time will become eminent. Advertisers have to be smart in choosing the right solutions. Unfortunately, many advertisers mistakenly believe that creating and managing programmatic campaigns is a straightforward process. More specifically, they believe that all they need is just a good enough DSP where they could set up and launch their campaigns in just a few hours. In other words, they assume that programmatic advertising is similar to running campaigns on Google ads, Facebook and Twitter ads or any other online advertising platform. However, programmatic advertising is about knowing how the programmatic ecosystem works, what innovative technologies exist, and how to combine different technologies to run highly sophisticated advertising campaigns in the programmatic advertising ecosystem to gain a return on investment. Although there are a lot of solutions including access to quality inventory and Predictive & Lookalike algorithms there’s always going to be some room for new ideas. 

Did you know that the introduction of climate and environmental intelligence in programmatic advertising is taking pace? Brands like J&J, Bayer, GSK, etc are already using this intelligence to improve their sales and increase engagements across platforms.

In this article, we shall look at how Ambee’s environmental data is proving to be a game-changer for advertisers in the quest to become smart in the ever-changing Ad tech landscape.

Since its inception in 2017, Ambee has grown by leaps and bounds to bring the most innovative climate data science technology to help programmatic managers optimize their campaigns.

Ambee’s data is recognized by some of the big industry names such as The trading desk, Zapier, and Snowflakes to not only add value in their personalization efforts but help their clients achieve their marketing objectives, whether those are to build brand or product awareness, increase the number of website visits, mobile app installs or improve the overall budget. Ambee offers some amazing climate intelligence in the form of pollen, air quality, weather, GHG emissions data etc

This begs the question how exactly do campaign managers use and benefit from this information?

Advertisers use Ambee’s environmental data to serve dynamic creative optimization(DCO) as a part of programmatic ads over connected TV, linear TV, mobile phones, desktops, and many other platforms including DOOH screens. 

Ambee’s pollen data determines which version of the creative (high/med/low pollen) must appear for users in each targeted location. Everly adapters like Kimberly Clark have seen their customer engagement levels go up by 200% for their allergy tissue brand Kleenex. This is one such case for CPG however this data is in high demand in plenty of other industry players like Pharma, retail Automotive etc. 

In a typical dynamic customer lifecycle, Personalizing and contextualizing advertisements to relevant audiences become paramount and Ambee addresses this by integrating its APIs into advanced targeting features on a DSP. This has led Bayer to choose Ambee’s pollen data to target its potential audiences for its allergy brand Claritin based on different pollen conditions. Further, targeting ads toward customers who suffer from conditions like Asthma and the cold fever has led to a higher chance of them returning to the brands that understand their needs.

Pollution

All this is fine but why brands are willing to spend on intelligence that was least preferred so far? Why now? The answer lies in the latest reports.

Allergy is a global phenomena. More than 30% percent of Americans and 40% of Europeans are affected by seasonal allergies. Three-quarters of these individuals purchase allergy medication, creating a global market that is expected to exceed $40 billion annually by 2025. 

According to the latest estimate from WHO about 7 million people die globally as a consequence of breathing unclean air. These unfortunate developments have made mega pharmaceutical companies implement environmental and climate intelligence. Based on the pollen & air quality insights, these companies are not only forecasting sales and demand levels for the anti-allergic and respiratory drugs but also keeping their ROI on the ad spend in check.

Merely identifying problems and introducing technology to address those problems can’t determine the use case as one has to vary of the fact that these things cost money. Good news is that Ambee has managed to keep the cost extremely minimal and advertisers can pick these datasets based on industry-wide accepted CPM models. Interesting how years of inhouse research and development and a bunch of highly talented data scientists can do to your business. 

There’s a bear market lurking around the corner and this puts even bigger challenges on the agency's head to cut costs and maintain high-quality impressions. According to Zenith’s latest Advertising Expenditure Forecasts report, published last June Global advertising expenditure is forecast to grow 8.0% in 2022 which is not too bad considering the current macroeconomic headwinds. Either way, the future looks grim and brands will not have deep pockets to play around with. In this situation, Ambee’s supreme geospatial climate data comes as a surprise package for advertisers to continue to drive growth with a minimum budget

The unsung heroes of Ambee APIs are its people. Good customer support is very important and hard to come by these days. The problem-solving and customer-caring mindset starts from the top with Ambee’s founders who have made sure they instilled customer-centric work culture in the organization. The efforts speak for themselves as Ambee is now a global data partner for WPP, Kimberly clark, Bayer, GSK, and the trade desk.