In an era where transparency, contextual precision, and programmatic efficiency shape the future of mobile advertising, MarkApp is proud to announce its strategic supply-side partnership with BidMachine, a mobile SDK platform engineered for next-generation app monetization. This collaboration enables MarkApp to directly access and scale high-quality in-app inventory through BidMachine’s SDK infrastructure, while enhancing the value proposition for advertisers across Pantheon, MarkApp’s proprietary contextual bidder and ad exchange. A Transparent, SDK-Driven Monetization Layer BidMachine stands out in today’s mobile ecosystem as an SDK-centric monetization partner built for OpenRTB-first, privacy-compliant integrations. Publishers using BidMachine gain full bidstream visibility and real-time demand exposure from a wide array of DSPs, including those integrated with MarkApp. By onboarding BidMachine, MarkApp significantly expands its global app supply footprint, particularly in high-growth regions across North America, LATAM, and EMEA, where real-time contextual and performance buying is on the rise. Contextual Buying Meets Real-Time Signals At the heart of the collaboration lies Pantheon, MarkApp’s contextual media engine that transforms raw bid requests into enriched decisioning frameworks. BidMachine’s SDK infrastructure transmits app-level metadata, in-app user behavior, and engagement scoring directly to Pantheon. This allows DSPs and advertisers to: Buy inventory based on contextual relevance (genre, app taxonomy, session behavior) Access brand-safe, SDK-level placements Optimize performance campaigns using user-level scoring (retention curves, session time, device stats) “BidMachine offers precision and transparency for SDK monetization at a level most partners cannot match. Their alignment with our real-time contextual engine, Pantheon, makes them a key strategic supply partner,” says Sotiris Oikonomou, Managing Director of MarkApp. A Win for Advertisers, Developers, and Agencies This partnership creates a unique performance loop for all stakeholders: Developers get direct demand, improved CPMs, and full control over placements Agencies gain contextual brand-safe environments and higher ROAS Advertisers access verified SDK supply with deterministic targeting and minimal fraud risk Combined with MarkApp’s integrations with quality vendors and its IAB TCF registration, this partnership brings unmatched quality and trust to the in-app monetization space. As programmatic budgets shift toward mobile-first performance and privacy-first environments, the MarkApp-BidMachine alliance is poised to set new standards in monetization quality, transparency, and contextual intelligence.
MarkApp Partners with AdSpin Games : Scaling Contextual Performance Across Mobile Inventory
In a significant move that redefines contextual programmatic advertising within mobile gaming, AdSpin Games has announced a strategic integration with MarkApp, joining its proprietary mobile app marketplace and programmatic bidder ecosystem known as PANTHEON. This partnership represents a convergence of premium mobile gaming supply and intelligent contextual media buying, offering advertisers performance-driven, brand-safe inventory powered by real-time data enrichment. AdSpin Games, the gaming division of SpinX, boasts a portfolio of over 15 casual and hyper-casual mobile titles with more than 2 million installs globally and a monthly active user base exceeding 100,000. With top-tier engagement metrics (Day 1 retention at 42%, Day 7 at 14%) across key markets such as the US, Brazil, Mexico, Australia, Turkey, and the Philippines, AdSpin Games offers consistently monetizable inventory optimized for both user experience and advertiser outcomes. Through this partnership, AdSpin will expose its rewarded video, interstitial, banner, and native placements to MarkApp’s high-intent demand layer. This includes buyers running direct CPI, CPA, and performance branding campaigns, benefiting from AdSpin’s full creative control and integrated monetization stack. MarkApp’s proprietary marketplace, PANTHEON, is designed to deliver precision media through enriched bidstream data, layered contextual taxonomies, and real-time user intent signals. As a contextual DSP and media agency hybrid, MarkApp delivers over 7 billion monthly impressions globally across web, mobile apps, and CTV, with 60% of its demand rooted in North America and 30% in EMEA. The PANTHEON system brings enhanced value to buyers by unlocking: – Page-level and app-level categorization – On-device data signals (where compliant) – In-app event scoring and behavioral clusters – Geo-intent and device performance segmentation With AdSpin’s integration, the PANTHEON bidder now receives deterministic app engagement signals from AdSpin’s user graph, aligning ad delivery with granular in-game behaviors and frequency curves, improving campaign efficiency, reducing cost-per-result, and increasing ROAS for direct and programmatic advertisers. What This Means for Advertisers The synergy between AdSpin and MarkApp delivers measurable benefits for performance marketers, UA teams, and branding advertisers seeking contextual, brand-safe environments: – High-quality O&O Supply: Access to AdSpin’s fully controlled game environments ensures brand safety and optimal ad placements. – Real Contextual Targeting: PANTHEON enables buying on true in-game context—not just app bundles or categories, empowering relevance at the creative and placement level. – Improved Conversion Economics: With install-to-engagement rates exceeding 60% in AdSpin’s rewarded placements, advertisers benefit from cost-efficient user acquisition funnels. – Transparent Data Flow: Leveraging OpenRTB 2.6, all bid responses deliver full transparency in auction logic and inventory labeling, allowing DSPs and buyers to optimize in real time. Looking Ahead This collaboration reinforces MarkApp’s position as a curator of high-quality, contextual supply across mobile and CTV environments, while expanding AdSpin’s monetization opportunities through elevated demand partnerships. As the mobile ecosystem shifts further toward privacy-respectful, signal-rich buying environments, contextual alignment and O&O inventory control will define the new performance frontier. Together, AdSpin Games and MarkApp are setting a new standard in mobile game monetization—where user engagement meets intelligent, performance-driven media buying.
Making a Strategic Partnership with NetCom TV to Expand Premium CTV Inventory
MarkApp is proud to announce a strategic partnership with NetCom TV, a premium vMVPD and FAST channel platform offering one of the most compelling content experiences in Connected TV today. This collaboration marks a significant expansion of MarkApp’s global CTV footprint, enabling advertisers to access highly engaged, affluent audiences through brand-safe, authenticated streaming environments. Unlocking Premium Audiences at Scale NetCom TV is a destination for high-quality content and live sports, boasting: 300+ live channels 80,000+ on-demand titles 10 billion+ ad impressions monthly CTV access via VAST and OpenRTB With over 26 years in the media business, NetCom serves a discerning viewership characterized by premium tastes, high household income (HHI $200K+), and an average of 3.5 hours of daily viewership. The median viewer age is 42, with 60% of the audience aged 35-54, and strong family-centric engagement, making it an ideal environment for brands targeting decision-makers, parents, and high-intent buyers. Why This Partnership Matters By integrating NetCom’s CTV inventory into MarkApp’s programmatic ecosystem, advertisers and DSP partners gain access to: Authenticated FAST channel environments Live linear and on-demand viewing across premium content Highly targeted campaign delivery with contextual and audience-based buying capabilities Brand-safe, living room environments for impactful storytelling MarkApp continues to invest in partnerships that align with its vision of delivering cross-device advertising solutions across CTV, mobile apps, and the web. This new partnership strengthens our CTV proposition, already supported by premium supply relationships with Rakuten, Wedotv, Scripps E.W., Amagi, TCL, NeoTV+, and VGI. About NetCom TV NetCom is a premium virtual multichannel video programming distributor (vMVPD) and FAST channel platform built for discerning, high-earning viewers. With over 70% of viewership happening on the living room screen, NetCom combines scale, brand safety, and premium positioning—offering brands a gateway to elite consumer segments like the Mom Elite, Elite Earners, and Team Titans.
MarkApp at Cannes Lions 2025: Connecting Innovation & Global Programmatic Media
The Cannes Lions International Festival of Creativity, the world’s most prestigious celebration of advertising, media, and marketing excellence, returns this June to the iconic French Riviera. From June 16–20, global leaders across creative, tech, and media will gather to define the future of brand communication — and MarkApp will be at the heart of it. Why Cannes Lions Matters Cannes Lions has evolved far beyond a festival of creative awards. It’s now a convergence of programmatic evolution, retail media, AI-driven storytelling, and CTV dominance — aligning perfectly with MarkApp’s mission and expertise across digital channels. In 2025, the programmatic ecosystem continues to shift toward contextual intelligence, cross-platform convergence, and media curation at scale. These are precisely the areas where MarkApp thrives. MarkApp’s Presence & Why It Matters As a fast-scaling, independent adtech company with proprietary tech, MarkApp is redefining how advertisers reach audiences across CTV, mobile apps, and the open web. During Cannes Lions, our team will be engaging with global media buyers, publishers, DSPs, and agencies to expand partnerships and showcase the strength of our marketplace. Key Highlights: Contextual CTV Bidder operating at scale globally Premium publisher integrations with platforms like Rakuten, TCL, Scripps E.W., Wedotv, Neontv+, Amagi, & VGI Top-tier mobile app SSP & SDK integrations including Digital Turbine, Verve, Algorix, Loopme, Smaato Trusted by leading brands & agencies: Publicis Groupe, Havas, Zenith Media, Rascal Global, and more Active DSP monetization with Adform, Xandr, Sovrn, Pulsepoint & others 5+ billion monthly impressions across CTV, app, and web inventory Global footprint with strong presence in North America, EMEA and expanding across APAC & LATAM Book a Meeting with Us Whether you’re a brand exploring premium CTV activations, a mobile developer scaling monetization, or an agency looking to integrate contextual signals — Cannes is the perfect time to connect. Email us to schedule a meeting:adtech@markappmedia.site We’ll be on the ground in Cannes from June 16–20. Let’s explore how MarkApp can power your next phase of growth.
The MENA Adtech Boom: A Mobile & CTV-Driven Story
Programmatic Media Growth in MENA: How Mobile & CTV Are Powering the Region’s Next Digital WaveExploring the transformation of advertising in the UAE and how MarkApp is driving performance at scale Over the past five years, the digital media landscape across the Middle East and North Africa (MENA) has undergone a seismic transformation. With the UAE at the forefront, the region has rapidly adopted data-driven programmatic advertising, riding the wave of mobile-first engagement and the explosive rise of Connected TV (CTV) content consumption. As global digital behavior shifts, MENA markets are no longer just catching up—they are setting the pace for hyper-targeted, cross-device media strategies. According to industry estimates, the MENA programmatic advertising market has grown over 310% since 2019, with digital ad spend surpassing $5.9B in 2024, fueled by mobile penetration rates above 93% in the UAE and OTT/CTV engagement doubling YOY across Saudi Arabia, Egypt, and the Emirates. Mobile app advertising continues to dominate, with over 70% of digital inventory across GCC markets transacted via in-app environments. Meanwhile, CTV ad spend in the region surged by over 220% from 2022 to 2024, driven by increased FAST (Free Ad-Supported Streaming TV) consumption, smart TV penetration, and the arrival of global and regional platforms like Shahid, STARZPLAY, and YouTube TV in Arabic-speaking households. MarkApp: Powering Contextual Intelligence Across Web, App & CTV As this landscape evolves, MarkApp has emerged as a curator media agency and contextual adtech platform delivering advanced performance across mobile, web, and CTV environments. Operating globally across North America, LATAM, APAC, and Europe, MarkApp has now officially expanded operations into the MENA region, with Dubai as a strategic hub. Key highlights of MarkApp’s operations include: Proprietary CTV bidder with contextual targeting capabilities, fully integrated across supply from TCL, Xiaomi TV, VGI, Wedotv, Amagi, Rakuten TV and others. Mobile App Marketplace enriched by partnerships with top-tier SDKs and mobile-first publishers, delivering 90%+ viewability and average eCPMs of $9.50 across premium verticals. Programmatic pipeline connected to leading SSPs such as Verve, Digital Turbine, Loopme and demand activations with Microsoft, Adform, Sovrn. IAB Europe TCF Vendor, TAG certified, and official member of IAB Greece, ensuring GDPR & GPP compliance globally. Proven Growth: MENA KPIs & Strategic Success In the first quarter of 2025 alone, MarkApp recorded a 540% YoY increase in programmatic spend from MENA-based buyers, with in-app video formats and CTV inventory leading the performance charts. Specific KPIs include: +285% YoY CTV spend uplift from UAE and KSA advertisers +410% growth in in-app monetization across Arabic-language apps +190 new integrations with local publishers and app developers across GCC & Levant Campaigns with 11 regional brands and 8 major agencies, targeting diaspora and Arabic-speaking audiences in Europe and the US. A Partner for Local Growth – Regionally and Globally MarkApp’s strategy in MENA focuses on empowering local brands, publishers, and developers to scale beyond regional boundaries. Here’s how: For Brands & Agencies: Access contextual targeting and cross-device media buying solutions tailored for Arabic audiences, diaspora reach, and premium placements on AVOD, gaming, and lifestyle apps. For Developers & Publishers: Maximize monetization through direct deals, CTV extension, SDK mediation, and yield optimization powered by MarkApp’s proprietary technology and global demand. For MENA AdTech Stakeholders: Plug into a platform designed for transparency, programmatic efficiency, and flexible data onboarding, all localized for Arabic-first strategies and compliance. The Path Forward: MarkApp x UAE With a dedicated presence and team now in Dubai, MarkApp is actively exploring partnerships with regional SSPs, local AVOD platforms, app developers, and agency networks. We believe that the next wave of adtech innovation will be led by emerging markets like the UAE, and we are committed to being part of that journey. “MENA is no longer a regional opportunity—it’s a global media powerhouse. Our technology, partners, and agility give us the edge to unlock its full programmatic potential.”— Sotiris Oikonomou, Managing Director, MarkApp Want to connect during our UAE visit this May?MarkApp’s leadership team will be available in Dubai from May 24–29 for strategic meetings and partnership discussions. Reach out to adtech@markappmedia.site
MarkApp and Amagi Join Forces to Redefine CTV and Streaming Monetization on a Global Scale
In a move that further accelerates our commitment to powering premium advertising experiences across Connected TV (CTV), Mobile App, and Web environments, MarkApp is proud to announce its strategic partnership with Amagi, a global leader in broadcast and streaming solutions. This collaboration brings together MarkApp’s curated, contextually-driven media marketplace with Amagi’s end-to-end cloud-managed live and on-demand video infrastructure, unlocking new levels of scalability, precision, and monetization opportunities for advertisers, agencies, and publishers worldwide. Amagi: Powering the New Video Economy Founded in 2008, Amagi has become a globally recognized pioneer in cloud-based broadcast technology, enabling TV networks, content owners, and digital platforms to launch, manage, and monetize live, linear, and on-demand channels across cable, OTT, and Free Ad-supported Streaming TV (FAST) platforms. With a robust global footprint, Amagi empowers major media groups and streaming services with a comprehensive, flexible, and cloud-first video infrastructure that adapts to the evolving digital consumption habits of today’s audiences. MarkApp: Contextual Media Meets Global Video Infrastructure MarkApp continues to strengthen its position as a curator media agency and contextual programmatic marketplace across web, app, and CTV environments. Through this partnership, we now integrate Amagi’s video infrastructure directly into our premium supply pool, offering brands and agencies unparalleled access to curated audiences on global FAST, AVOD, and streaming platforms. This integration further enhances our contextual bidder’s capabilities, allowing us to layer precision targeting, brand-safety, and audience segmentation across Amagi-powered channels, combining scale with impactful, data-driven advertising experiences. Strategic Benefits for Advertisers & Publishers ✔ Global FAST, CTV, and OTT scale at your fingertips.✔ Curated demand activation from MarkApp’s DSP & agency partners.✔ Premium content environments powered by Amagi’s infrastructure.✔ Seamless, scalable, and data-rich ad experiences for brands globally.✔ Enhanced monetization for publishers seeking programmatic demand on Amagi’s video channels. Conclusion: A New Era of Video Monetization Starts Now The partnership between MarkApp and Amagi signals a new chapter in digital advertising innovation, combining best-in-class video infrastructure with curated media expertise to drive results-driven, scalable, and premium CTV and streaming monetization globally. At MarkApp, we remain committed to bridging the gap between content, technology, and advertising by enabling partners to thrive in the rapidly evolving video economy. Explore the new era of video advertising with MarkApp and Amagi today.
Goodbye Funnel, Hello CTV: MarkApp Leads the Shift
The linear marketing funnel is no longer the guiding model for consumer behavior—at least not according to Google. At the 2025 NewFronts in New York City, Kristen O’Hara, Google’s VP of Agency, Platform and Client Solutions, unveiled a new paradigm: one where streaming, scrolling, searching, and shopping now occur simultaneously and contextually. This seismic shift is not only reshaping how brands approach their audience strategies—it’s also accelerating the importance of unified, data-driven platforms. At MarkApp, we anticipated this transformation early and have been building a cross-device, full-funnel programmatic stack for exactly this moment. DV360 and the Future of CTV — A Shift MarkApp Mirrors Globally Google’s demand-side platform, Display & Video 360 (DV360), is now positioned as the go-to platform for reaching U.S. CTV households, currently touching 98% of CTV homes and delivering 5 billion monthly hours of ad-supported viewing. Google’s strategy here signals that CTV is no longer a silo—it’s a central node in the modern media ecosystem. MarkApp’s DSP and contextual media infrastructure mirrors this philosophy. We operate across mobile apps, CTV, and the web, leveraging real-time contextual intelligence to deliver audience-relevant experiences. Whether buying through DV360, top-tier SSPs, or our own curated exchange, we bring unified access to premium inventory in a format that aligns with the way today’s audiences consume media, across screens and without interruption. Biddable Live Inventory & Real-Time Engagement Live content is another battleground where Google is expanding aggressively—opening up biddable access to live events on YouTube and Peacock. From “Saturday Night Live” to major sports broadcasts, these formats offer advertisers premium, culturally relevant engagement. MarkApp partners directly with CTV publishers, AVOD apps, and global media owners to offer live and time-sensitive inventory across verticals like entertainment, lifestyle, and sports. Our buyers can tap into live video in real-time, enabled through our transparent auction infrastructure and automated contextual targeting layers, ensuring brand-safe, high-impact visibility for campaigns that need to be in the moment. This aligns closely with what Ryan McConville of NBCUniversal called a “democratization of access,” as more programmatic buyers, regardless of budget, can now activate on premium live content. At MarkApp, we enhance that access further with AI-optimized campaign tools and cross-publisher contextual matching, helping mid-market and challenger brands compete on equal footing with large-scale advertisers. Retail Media + CTV: A Commerce Convergence Another major development from Google’s NewFronts was the integration of retail media into DV360 and YouTube, enabling commerce data to inform CTV and video ad placements. With new partnerships like Costco, Intuit, Regal Cinemas, and United Airlines’ Kinective Media, the goal is to unify shopper intent signals with media buying. MarkApp is already at the forefront of this convergence. Through our proprietary contextual engine, we blend retail signals, location data, content analysis, and behavioral trends to craft dynamic CTV campaigns that convert. With direct integrations into commerce-driven publishers and partnerships with ecommerce platforms, video-based retail apps, and in-flight media environments, we deliver full-funnel outcomes, especially valuable for brands targeting younger demographics that spend significant time on streaming platforms. As Costco’s AVP of Retail Media put it, “If we’re not reaching them on YouTube, we’re not reaching them at all.” The same holds true across MarkApp’s CTV footprint, where we see the highest engagement lift from younger, mobile-first audiences migrating to living room screens. The Rise of Generative AI in Campaign Execution No modern advertising conversation is complete without addressing artificial intelligence. Google’s announcement of generative AI features in DV360—from campaign setup via natural language prompts to real-time reporting and inventory recommendations—is focused on removing friction, cutting costs, and enhancing efficiency. At MarkApp, we’ve embedded AI into the DNA of our platform. From auto-generated contextual segments and creative rotation engines, to our AI chatbot for client support and our automated billing/reporting systems, every layer of our stack is built for agility and precision. We’ve even launched our own Dynamic Creative Optimization (DCO) engine, designed to serve personalized CTV and mobile app ads in real time, adapting messaging based on audience mood, content category, and screen type. MarkApp: Built for the Cross-Device, Context-First, Commerce-Integrated Era While Google is evolving DV360 to meet the demands of omnichannel advertising, MarkApp has already operationalized this model across global markets. Here’s how we lead: Cross-Screen Delivery: Mobile, CTV, and web inventory unified under a single contextual logic. AI-Powered Optimization: From creative to placement, driven by machine learning and real-time data. Retail & Commerce Integration: Activating retail media within programmatic channels using behavioral and transactional insights. Live Content Access: Biddable access to premium CTV and AVOD content through curated direct partnerships. Global Reach: MarkApp works with demand and supply partners in North America, Europe, MENA, and LATAM, delivering scale and local performance. Innovation at Core: Our reporting dashboard, client AI assistant, and contextual targeting engine set a new standard in managed and self-serve advertising. As the lines between content, commerce, and context continue to blur, MarkApp is not only aligned with the future of advertising—we’re actively building it.
Rakuten TV Expands FAST Channel Reach via Strategic Partnership with TCL
Rakuten TV has announced a major partnership with TCL, one of the world’s leading consumer electronics brands, to deliver over 50 Free Ad-Supported Streaming TV (FAST) Channels to TCL Channel—the brand’s integrated streaming platform available across millions of smart TVs throughout Europe. This collaboration introduces a powerful content and technology expansion, enabling TCL users to access Rakuten TV’s premium owned-and-operated channels, as well as third-party FAST content from globally recognized brands. The New Era of Rakuten on TCL Smart TVs This milestone marks Rakuten TV’s evolution from a content distributor to a technical enabler, utilizing its Enterprise Services to support the seamless deployment of FAST Channels directly to connected TVs. By powering delivery infrastructure—including Server-Side Ad Insertion (SSAI), EPG scheduling, and content operations—Rakuten TV eliminates third-party dependencies and empowers content owners to scale across Europe. FAST Channel Expansion Across Europe Audiences in the UK, France, Spain, Germany, Italy, and Poland will now enjoy a broader range of free streaming content, spanning Hollywood and European films, documentaries, lifestyle formats, kids programming, and more. Featured channels include Rakuten TV Top Movies, Drama, Action, and Romance, underscoring Rakuten’s commitment to genre diversity and premium ad-supported entertainment. Unlocking Value for MarkApp Across the Ecosystem This partnership unlocks multiple strategic benefits for MarkApp, reinforcing our cross-channel CTV capabilities, premium supply access, and value proposition to advertisers: ▸ Access to Premium CTV Inventory With over 50 curated FAST Channels integrated into TCL smart TVs across Europe, MarkApp can scale its video and display demand across brand-safe, high-engagement CTV environments in key markets. ▸ Enterprise-Grade Infrastructure & Monetization Rakuten’s role as a technical integrator provides opportunities for MarkApp to partner on channel distribution, gain SSAI-enabled access, and expand contextual ad placements through programmatic pipes. ▸ Advanced Targeting & Retargeting TCL smart TVs and Rakuten TV channels offer audience insights across devices. By leveraging this data, MarkApp enhances cross-device targeting, demographic segmentation, and audience extension strategies across our contextual DSP. ▸ Custom PMP & Auction Activation As Rakuten TV FAST inventory becomes available across integrated SSPs, MarkApp can activate PMP deals or open auction access, enabling advertisers to engage audiences at scale with precision targeting and contextual layering. ▸ FAST Channel Development Potential With Rakuten’s Enterprise Services, MarkApp can explore white-label or co-branded FAST Channels, entering the media ownership space while supporting brands with content sponsorships, native placements, and branded entertainment models. SSAI & EPG Advantages From a technical standpoint, the integration of Server-Side Ad Insertion, metadata-level targeting, and scheduling functionalities supports higher monetization performance, better fill rates, and smoother ad experiences—all aligned with MarkApp’s mission to power high-quality, contextually relevant ad delivery across web, app, and CTV environments. Benefits for Advertisers The partnership also unlocks significant value for advertisers and media agencies: At MarkApp, we’re excited to integrate this next-level inventory and explore new collaboration models with both Rakuten TV and TCL—bringing advertisers closer to premium audiences across connected environments. The future of FAST in Europe is here—and MarkApp is ready to power it.
MarkApp Partners with Sovrn to Unlock Commerce & Audience Targeting Capabilities
MarkApp, a leading independent adtech company with a global footprint in mobile app, connected TV (CTV), and web monetization, today announced a strategic partnership with Sovrn, the industry’s premier provider of commerce intelligence, audience targeting, and publisher monetization solutions. This collaboration marks a significant milestone in MarkApp’s mission to deepen its value proposition for both advertisers and publishers across all digital environments. Leveraging Sovrn’s Commerce Stack for Contextual Performance Through this partnership, MarkApp will integrate Sovrn’s cutting-edge Commerce solutions, enabling precision-level product linking, SKU-based ad targeting, and performance-driven affiliate monetization. Sovrn’s commerce intelligence—derived from billions of shopping intent signals—will empower MarkApp to deploy highly contextual, shoppable ad formats across its publisher network. This includes real-time dynamic product feeds embedded in content-rich environments, optimized for both app and mobile web placements. “With Sovrn, we’re bringing the full-funnel commerce journey into the media layer,” said Sotiris Oikonomou, Managing Director at MarkApp. “From inspiration to conversion, we’ll connect shoppers to products across premium content experiences—especially in high-performing verticals like lifestyle, tech, and entertainment.” Audience Targeting at Scale with Verified Intent Data Sovrn’s Audience targeting layer—powered by deterministic, privacy-safe intent data—is now available across MarkApp’s exchange. This includes hundreds of scalable segments derived from on-site behaviors, content signals, and transactional patterns, enabling advanced targeting for advertisers in cookieless environments. By enriching its programmatic bidstream with Sovrn’s real-time audience segments, MarkApp’s demand-side partners gain superior precision in reaching high-value consumers on both mobile and CTV. This is especially critical as third-party identifiers phase out, and attention shifts toward first-party signal enrichment and contextual intelligence. Integrated Across Programmatic and Direct Pipes The integration extends across MarkApp’s real-time bidding stack, direct IO workflows, and PMP (private marketplace) deals—ensuring advertisers can activate Sovrn-powered commerce and audience products seamlessly through any buying channel. Meanwhile, publishers monetizing through MarkApp benefit from higher CPMs, deeper engagement metrics, and monetizable shopping journeys layered into their editorial content. A Strategic Move for a Cookie-Free Future This partnership underscores MarkApp’s continued commitment to future-proofed monetization and scalable value creation. With Sovrn’s proprietary signal graph, MarkApp is uniquely positioned to deliver end-to-end outcomes—from attention to action—across a fragmented digital ecosystem. “MarkApp is one of the most agile and innovative exchanges in the market today,” said a Sovrn spokesperson. “We’re excited to see how their tech-forward team activates our commerce and audience tools to create a smarter, more connected advertising experience.” About MarkApp MarkApp is an independent, high-growth adtech company offering programmatic infrastructure, monetization services, and direct demand integrations across mobile apps, web, and connected TV. With a global network of partners and an in-house product suite including real-time analytics, AI-powered optimization, and automated billing, MarkApp powers performance-driven advertising at scale. About Sovrn Sovrn provides advertising, affiliate commerce, and audience products to thousands of publishers, delivering insights and monetization across more than 60,000 websites globally. Known for its first-party data capabilities, Sovrn helps partners maximize yield, performance, and value in a privacy-first advertising landscape.
MarkApp Successfully Registered as an IAB TCF Vendor by IAB Europe
MarkApp Media LTD, a prominent player in digital advertising and media technology solutions, proudly announces its successful registration as an approved vendor within the Transparency and Consent Framework (TCF) managed by IAB Europe. About IAB & IAB Europe The Interactive Advertising Bureau (IAB) is a global organization that empowers the media and marketing industries to thrive in the digital economy. It provides industry standards, conducts research, and promotes best practices for digital advertising effectiveness and sustainability. IAB Europe, the European-level association for the digital marketing and advertising ecosystem, administers the Transparency and Consent Framework (TCF). IAB Europe facilitates compliance with privacy regulations, such as the General Data Protection Regulation (GDPR) and the ePrivacy Directive, by providing a unified framework that manages user consent for data processing and digital advertising across Europe. MarkApp’s Role and Activities MarkApp Media LTD specializes in providing innovative ad-tech solutions, operating its own advanced ad exchange platform. The company maintains direct relationships with publishers and advertisers, in addition to strategic partnerships with leading Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). MarkApp delivers targeted advertising across web environments, mobile applications, and Connected TV (CTV) channels, significantly enhancing advertising efficiency and effectiveness. The Transparency and Consent Framework (TCF) The IAB Europe Transparency and Consent Framework is designed to standardize data privacy compliance within the digital advertising industry, focusing on clear user consent and transparency in personal data handling. It provides a robust mechanism enabling digital publishers, advertisers, and technology providers to operate transparently, comply with regulations, and build user trust. Importance and Benefits of Vendor Registration Being successfully vetted and registered as an IAB TCF Vendor signifies that MarkApp Media LTD meets rigorous compliance standards for data privacy and transparency. This prestigious recognition provides multiple strategic advantages: MarkApp’s successful registration underscores its dedication to responsible data use, enhancing trust and driving the future of privacy-centric digital advertising.
Independent Agency Trends2025
As the landscape of the U.S. advertising agency business evolves, independent agencies are poised for significant growth and increased relevance in 2025 and beyond, based on comprehensive market analysis and industry insights. The following key factors highlight why independent agencies are favorably positioned: In conclusion, the strategic alignment with client-centricity, adaptability in service delivery, focus on sustainable growth, responsiveness to emerging market dynamics, competitive positioning against larger incumbents, and proactive adoption of advanced technologies such as AI position independent agencies for substantial growth and increased market influence in 2025 and the years ahead.
How Digital Media Publishers Can Survive and Thrive for the Next 25 Years
The publishing landscape has dramatically shifted, and traditional monetization methods have evolved significantly. Publishers today grapple with declining direct traffic, evolving social media dynamics, and increasingly fragmented audience attention. To thrive in this challenging digital ecosystem, publishers must embrace new strategies emphasizing quality content, innovative monetization, and community engagement. Maintaining Competitive Advantage through Quality Content Historically, publishers adhered to a straightforward approach—build great content, and audiences naturally followed, primarily driven by effective SEO practices. However, the current digital environment is dominated by aggregator platforms and social media networks that effectively gatekeep content visibility. To counter this, publishers have often turned to sensationalism, leaning heavily on opinion and editorial pieces to drive unique engagement. Moving forward, sustainable differentiation must be rooted in high-quality, accurate, and deeply engaging content. Publishers who invest significantly in original reporting, factual accuracy, and journalistic integrity will establish themselves as trusted brands. In an era increasingly inundated with misinformation, a reputation for reliable and authoritative content is a formidable competitive advantage that cannot easily be replicated by aggregators or AI-generated content. Strategic Investment in Distribution and Monetization Technologies Today’s users interact primarily through mobile devices and social media platforms, reducing reliance on traditional desktop publishing. Publishers must adapt by using strategic content distribution methods—such as providing engaging excerpts on social media to entice audiences toward their core platforms. This approach offers potential subscribers a sample of content value before requesting subscription commitments. Publishers can leverage nuanced monetization strategies like metered paywalls, which allow limited free access to premium content. This model has proven successful by providing audiences with a tangible demonstration of value, thereby increasing conversion rates to paid subscriptions. Immediate and inflexible paywalls, conversely, discourage potential subscribers who prefer to understand content value prior to making financial commitments. Enhancing Engagement through Community Building One of the most transformative strategies for publishers in the next decades will be community building. With users craving genuine connection and meaningful interactions, publishers that foster vibrant, interactive communities around their content will gain significant advantages. Forums, interactive comment sections, live discussions, and integrations with platforms like Discord can transform passive content consumption into active community engagement. Reducing intrusive advertising enhances the user experience, improving audience loyalty and increasing time spent on-site. Publishers who create clean, intuitive, and user-friendly interfaces will not only drive deeper engagement but can also command higher rates for advertising placements. Advertisers increasingly seek targeted, engaged audiences—communities that publishers can cultivate through thoughtful content and interactive experiences. Future-Proofing Publishing through Community and Engagement While maintaining competitive content and embracing advanced monetization tools are essential, community building remains uniquely resilient against disruption from social media or generative AI. Authentic, engaged communities cannot be easily replicated or appropriated. They represent a robust foundation for sustainable revenue growth and enduring reader loyalty. Publishers embracing this holistic approach—quality content, intelligent distribution, innovative monetization, and vibrant community engagement—will not merely survive but thrive in the rapidly evolving digital landscape over the next 25 years.
