We have a sudden blizzard of responsible advertising news today, Dear Reader. Must be the holiday spirit. For starters, privacy vendor OneTrust has purchased Planently, which helps companies to calculate, reduce, and report on their carbon impact. Before you snort “humbug” take a look at surveys from Dentsu and Volta which both find that consumers really care about the environment impact of companies they do business with.
If you’re really obsessed with tech debates, enjoy this RapidAPI report that finds use of APIs is on the rise. Otherwise, you’re probably more interested that Airship found consumers are more open to receiving brand communications if they’re given control over what they’re sent, how often, and over which channels. You won’t be surprised that the most common reason people opt to receive brand messages is to save money, or that location- and behavior-based offers are the least important.
On the brand safety front, supply side platform Pubmatic is the latest firm to apply website trustworthiness ratings from NewsGuard. Buyers will be able to set a “misinformation floor” on the quality of sites they purchase. Meanwhile, data quality rating service Neutronian has certified the cookie-free status of DoubleVerify, which itself helps companies monitor ad viewability and brand safety. Neutronian also announced the first release of its NQI Transparency Ratings Report, which rates the transparency and data quality of 150 top marketing data providers.
We’re not quite ready to party like it’s 2019 but there was a touch of déjà vu yesterday when Klaviyo’s share price soared 23% after its initial public offering, which had already been repriced above its target. The offering gave Klaviyo a valuation of $9.2 billion or roughly 20x its 2022 revenue.