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We live in a world where screens dominate our lives, but just like us, not all screens are created equal. Smartphones, tablets, laptops, and even smart TVs provide unique experiences to each user. Naturally, we must master the art of tailoring our ad campaigns to specific devices to maximize impact and engagement. Device targeting does matter. Imagine that you are advertising a ‘Candy Crush’ like game to kill time. Would you target desktop users? Not. Your audience is more likely to engage with the ad on their smartphones when bored waiting in lines or just sitting idly. Similarly, an ad for a premium projector would ‘shine’ on laptops, not mobile devices. Research shows that people are more likely to make impulse buys on their mobile phones. The smaller screen size, quick access, and on-the-go browsing foster a sense of immediacy. A 2017 Journal of Retailing and Consumer Services study found that consumers using touchscreen devices are more likely to make hedonic purchases—those driven by pleasure compared to those that offer use. However, for more expensive purchases, say plane tickets to Hawaii, users tend to feel more comfortable making this purchase on a larger screen, where they can view detailed information and conduct a thorough research. If your product or service is unsuitable for certain devices, exclude them from your campaign. For example, a new wellness app that is only compatible with iOS should not be advertised on an Android device; it is a waste of your ad budget. Let us say you are promoting a food delivery app. Your main targets are mobile devices. Now, since you are targeting hungry customers, you will focus on lunch and dinner time hours, featuring ads displaying limited-time deals or free delivery. You may include a one-tap order feature integrated with Apple Pay or Google Pay. Mobile users are often on the go and ready to make quick, impulsive, and convenient decisions about meals. From a technical perspective, APIs for payment gateways allow advertisers to integrate their campaigns directly with checkout processes, creating a seamless ad-to-purchase experience. Combined with mobile device targeting, easy payment options leverage impulse buying tendencies by simplifying the user journey and transforming ad engagement into secure payment completions within seconds. This precise targeting, paired with effortless digital payment, boosts conversion rates and enhances attribution metrics, as each transaction is fully traceable in real time. As helpful as device targeting is, it is important not to overdo it. Restricting your campaign to too few devices can limit your reach. For example, if you only target smartphones, you might miss an audience segment that generally prefers tablets or desktops. Additionally, some devices may have higher ad costs due to competition. Mobile ad placements have high competition due to the sheer volume of users and the dominance of mobile-first platforms like social media apps. Always balance your targeting with your budget and campaign objectives. By understanding how your audience interacts with different devices, you can create ads that feel relevant. Whether you are tapping into the impulsive shopping habits of mobile users scrolling through Amazon or for a desktop user’s new sofa set, device targeting ensures your message lands on the right screen at the right moment. So, the next time you launch a campaign, look beyond the message. Think about the medium. Worried about choosing the right ‘medium’ for your ad campaigns? Choose to use Cubera’s DSP – Edge for smooth sailing!

Time targeting enables advertisers to schedule their campaigns and run them at specific hours or days of the week. It is an essential feature for those who want to align their ads with a user’s activities online. With timed targeting, you can: Run ads only during your working hours. Promote time-bound offers, like lunchtime deals or ‘End of the Year’ sales. Avoid wasting money on inactive targets. Setting up time targeting cannot get any more straightforward: Start by selecting the time zone you want your campaign to follow. This could be your local time zone or that of your target audience if they are in a different region. Once your campaign is live, keep an eye on performance metrics. If you notice certain hours or days are underperforming and not getting enough engagement, tweak your schedule to focus on high-impact periods. Consider how IPL (Indian Premier League) advertising spaces or Super Bowl commercial slots sell for jaw-dropping prices (in 2024, a 30 second commercial slot during the Super Bowl cost a whopping 7 Million USD). Why? Because brands know their audience is glued to the screen during these sporting seasons. The same principle applies to your campaigns. Your ads must show up when your audience is paying attention and is more than ready to engage. Aberdeen Strategy & Research’s report on Purchase Data highlights that timing is crucial to reaching your intended audience. Without accurate timing, even the best ads can fail to make an impact. Take my mom, for instance. She loves gardening and often scrolls through Instagram Reels and YouTube Shorts after 10 p.m. If she sees ads for gardening materials during her nightly scroll, she is much more likely to click on the ad and buy something. But show her those same ads at 9 a.m. when she is busy prepping for the day ahead? Forget it- they would be nothing more than an annoying interruption. Thus, timing is a tool and a strategy to connect with your audience when they are most receptive. Recall your most recent day off. You most likely ended up doom-scrolling all day but did not realise that you were exposed to hundreds of ads in the process. But how many of them do you remember? Maybe 2 or 3 at the maximum. Timing, content, and relevance really does matter if you want to make an impact. But sometimes, this ‘timing’ is not very straightforward. Imagine you are a restaurant advertising your Lunch Menu. You cannot simply reach your audience when they are hungry—you must also consider catching them when they are planning. Showing ads for lunch specials at 1 p.m. could cause you to miss the window when most people decide where to eat. A more effective strategy for a restaurant might be to run ads during morning commutes when people are scrolling through their phones, deciding what their day looks like or in the evenings when they are winding down and planning meals for the next day. For example, showing ads with “Pre-order your lunch for tomorrow and skip the wait!” during the evening could help secure customers ahead of time. By thinking ahead about when your audience makes plans, rather than acts, you position your brand as part of their decision-making process. Choosing the right time depends on what you advertise. Tweak it right and it can make a big difference in your ads’ performance! Don’t know where/when to start or how to make a switch? Use Cubera’s DSP- Edge, to kickstart your campaign!

Imagine running an ad campaign for your business without considering your consumers’ location. You might be advertising snow boots to someone in Thailand or promoting a new Dosa joint to people thousands of kilometres away who don’t even know what that is. Not exactly the best use of your money…. this is where geotargeting comes into play. It is a simple yet incredibly effective step to ensure your ads reach the right audience in the right place. What Is Geotargeting? Geotargeting allows advertisers to deliver content based on a user’s geographical location. It is an accurate way to include or exclude countries and regions from your campaigns. Whether you’re promoting a global e-commerce store or a local coffee shop, geotargeting ensures your message is seen by whom it matters. How Geotargeting Works When setting up geotargeting, you have two primary options: Select Countries from a List: Use a comprehensive list of countries to specify your ad’s coverage. Simply tick the countries you want to include in your campaign or exclude those where your ads are not relevant. Manual Map Targeting: You can also use a map interface to define your coverage area. Draw boundaries around cities and even specific zip codes to ensure pinpoint accuracy. This option is perfect for hyper-local campaigns, such as promoting ‘Winter Wonderland’ in London or a marathon in New York City. Why Geotargeting Matters Advertising in irrelevant locations can drain your resources fast. With geotargeting, you are not wasting money showing ads to people who are unlikely to engage. For example, suppose you’re a small bakery in Atlanta. In that case, geotargeting ensures your ads don’t accidentally reach viewers in Los Angeles or New York, as they are audiences that can’t visit your shop. Different locations have different cultures, climates, and needs. Geotargeting allows you to create ads that resonate with specific regions. During the same ad campaign, a clothing retailer could promote summer wear in Florida while highlighting winter gear in Stockholm. How to Effectively Use Geotargeting: If you are hosting a global campaign but know your product does not ship to certain countries, exclude those regions to avoid disappointing potential customers. If you focus on specific markets, fine-tune your targeting to include only those areas. Location isn’t the only factor that matters. Combine geotargeting with demographic filters like age, gender, or interests to further refine your audience. For example, a ski resort might target users aged 18-35 who show interest in outdoor activities, but it will not be effective if shown to residents of a retirement town. Once your campaign is up and running, monitor how it performs in different areas. If certain regions outperform others, allocate more of the budget to those locations. You can also exclude underperforming areas to maximize your ROI. Let us say you run a merchandise shop that sells products inspired by famous Rock Bands. By using geotargeting: You can create separate campaigns for each city you are present in or are willing to ship to. Exclude cities where you do not ship or operate to prevent wasting your ad budget. Target main cities where people are more likely to purchase such merchandise. While geotargeting is powerful, it is possible to overdo it. If you set your targeting parameters too tightly, you might miss out on potential customers who live just outside your defined area or who travel to your location. Try to strike a balance between precision and reach. Geotargeting goes beyond just pinning locations on a map; it gives you the control to make every ad count. So, next time you are setting up a campaign, take the time to map out your audience- quite literally. Your future customers are waiting, and geotargeting can help you find them wherever they may be! Make use of robust geotargeting features with Cubera’s DSP- Edge!

Artificial Intelligence (AI) has fundamentally transformed the advertising landscape, thus enabling brands to connect with audiences with unprecedented precision and creativity. Take, for example, how Yum Foods, the owner of KFC, Pizza Hut, and Taco Bell fast food chain units in the US, used AI-driven marketing to send out personalised ads to their customers. Some customers only used to place bulk orders, like during the Super Bowl, and some regularly placed orders on the weekend; each was targeted with personal ads delivering precisely what they needed. Quoting Joe Park, the Chief Digital and Technology Officer at Yum from the Wall Street Journal, “We delivered emails that were customised at an individual level. When we look at factors like the time of day, the day of the week, the subject line in the email, the content, and more, you can optimise that for marketing use cases like upselling, retention, referrals and even win-back strategies. “ “Compared to traditional digital marketing campaigns, they generate double-digit increases for us in consumer engagement, leading to more increased purchases. I think it’s just the early start of what it could do. “ This evolution of using AI-powered strategies is particularly evident when we consider audience targeting and engagement. Transforming Audience Targeting & Engagement With a suite of AI-powered marketing tools, companies like Cubera are at the forefront of this transformation, leveraging technologies such as AI cohort generation services to optimise customer engagement and ad efficiency. Integrating AI into advertising has revolutionised how brands identify and interact with their target audiences. Traditional segmentation methods, often time-consuming, have evolved into AI-driven, real-time audience modelling. The audience segmentation is now more streamlined and less prone to errors as AI allows dynamic corrections.   AI allows marketers to make data-backed, real-time decisions, leading to higher engagement rates and optimised ad spending. AI ensures brands bid on high-value impressions, reducing wasted budget, thus resulting in an improved ROI. Predictive analysis, in fact, can help target customers before a purchase has been made. Netflix uses AI to analyse user behaviour and suggest personalised content. This same approach is now being used in advertising by brands to leverage AI Applications and predict what content or ads will engage each user the most. Predictive Analytics: AI forecasts consumer behaviour, allowing brands to anticipate needs and tailor content accordingly. Programmatic Advertising: AI automates media buying, optimising ad placements in real-time to reach the most relevant audiences efficiently. Content Generation: AI-powered tools generate custom ad copy, visuals, and videos based on audience preferences. Key Capabilities of Cubera’s AI-Powered Tools Cubera has developed AI-driven AdTech innovations that help brands optimise their campaigns Cubera’s AI-powered DSP Edge automates media buying, ensuring ads reach high-intent users immediately. Cubera’s ad exchange Vertex facilitates real-time bidding (RTB), using AI to match advertisers with the best conversion placements. Cubera’s AI Cohort Generation Services builds audience segments using contextual and behavioural data instead of relying on third-party cookies. Coca-Cola’s AI-Powered Ad Personalisation Coca-Cola has begun to use AI extensively in their marketing. They believe that AI (Artificial Intelligence) and HI (Human Intelligence and Ingenuity) are the pathways to tomorrow. Using AI, Coca-Cola also generated a Christmas Card in 2023 for their Festive Experience. Recently, they used AI-driven audience segmentation to tailor their ad creatives to different demographics. They moved from a ‘static’ and ‘traditional’ business model to a real-time behavioural segmentation model. This resulted in a better return per dollar for the company. To further push boundaries, Coca-Cola partnered with Snapchat’s Arcadia Creative Studio to develop an augmented reality (AR)-powered vending machine. This machine allowed users to engage in immersive, interactive experiences such as trying on virtual merchandise and exploring trending Snap AR filters. The campaign resulted in over 40 million media impressions and an average user engagement time of 90 seconds. Omnichannel AI-driven strategies, from vending machines to mobile apps and social media, created a seamless brand experience that drove customer loyalty. Marketing done right! The Future of AI in AdTech The future is here. In the 90s, the introduction of the Internet posed many questions. Everyone was in a frenzy- What is the Internet? How are we going to use it? All these questions are much like how people question AI tech now. But today, we cannot function without the Internet, and soon, we won’t be able to function without AI.  Ads will be AI-driven, predictive, and hyper-personalised. Emerging trends include: Generative AI for Ad Creativity: AI will create ad copy, images, and videos tailored to individual users in real time. Multimodal AI for Cross-Channel Advertising: AI will integrate text, image, and video data to enhance ad relevance across devices. Final Thoughts AI is revolutionising customer engagement, audience targeting, and ad optimisation. Companies like Cubera Tech are leading the charge, offering AI-powered tools that help advertisers boost performance while staying ahead of industry changes. Would you like to explore how AI-powered AdTech can transform your campaigns? Want to maximise ad performance with AI-driven audience segmentation? Contact Cubera for a personalised AI-powered advertising solution!

The ad tech ecosystem- because the natural world’s ecosystems weren’t complicated enough, we had to invent our own. Once upon a time, nature had predators, prey, and the occasional confused tourist. Now, we have SSPs hunting for premium inventory, DSPs bidding like Wall Street traders, and AI lurking in the shadows, silently optimizing everything. Somewhere, deep in a rainforest, a sloth is side-eyeing us, thinking, Really? You built an entire artificial ecosystem just to make sure someone sees an ad for sneakers at the perfect moment? Yes. Yes, indeed, we did. Welcome to 2025. In the grand theatre of digital publishing, only the fittest survive—and by “fittest,” we mean those who can turn ad space into cash with Darwinian precision. How do you ensure your digital inventory survives and gives you bank? Survival of the Fittest: Best Practices for Digital Inventory Monetization Digital publishing is a battleground. Some publishers rake in millions, while others wonder why their banner ads only pay pennies. The difference is strategic monetization. Here’s what you, as a smart player, should be doing: Ad Placement: Where You Put It Matters More Than You Think. If you think anywhere works, congratulations, you’re leaving extra money on the table. Not all ad slots are created equal; anything above the scroll is prime real estate. Place high-impact ads where users don’t have to move a finger. But remember, don’t be a pop-up psycho. Yes, they convert, but overuse them, and users will flee like they are in an apocalypse. Diversify Ad Formats: Because One Size Never Fits All Native Ads blend seamlessly into content, meaning higher engagement and fewer annoyed users, while Video ads report 20-30% higher CPMs than standard display ads. You can choose from many more, but make sure they fit your product. Remember to cap Ad frequencies. Show the same ad too many times, and users develop “ad blindness.” Limit their exposure to keep engagement high. Programmatic Advertising: The Digital Gold Rush Beyond automation, think of optimization of Ad Operations. Instead of waiting for one ad network to decide your fate, multiple advertisers bid simultaneously. More competition = higher prices = more money. According to Adtelligent, publishers have reported revenue increases of up to 30% by allowing multiple advertisers to bid simultaneously on the same inventory. From 2022 to 2024, advertisers in the United States spent 127 billion USD to 168 billion USD on programmatic digital display advertising. The video header bidding advertising market is expected to generate US$193.4 billion of total ad spending through just mobile in 2028.  However, navigating header bidding and optimizing ad operations isn’t always straightforward unless you have the right partner. Cubera Tech’s advanced programmatic solutions ensure seamless ad integration, higher competition, and, ultimately, higher payouts for publishers. User Experience: Ads That Work Without Making Users Rage-Click ‘Exit’ You can have the best monetization strategy in the world, but if users hate your site, you won’t have an audience left to monetize. Speed is everything. Pages that load slowly drive users (and ad revenue) away. Load ads as users scroll to improve page speed and ensure ads get viewed. Studies have shown that as page load time increases from 1 second to 3 seconds, the probability of a user bouncing from your site increases by 32%. According to skilled.co 47% of users expect a page to load within 2 seconds or less. Walmart found that conversions increased by 2% when their page load time improved by 1 second. So, publishers, get your websites up and running smooth- like an adtech smooth operator. Because if your site lags, your revenue lags harder. First-Party Data: Your Secret Weapon The cookiepocalypse has descended upon us. I cannot remember the last time I opened a website and wasn’t attacked by an overly eager “cookie girl” popping up with “Hi! Do you accept cookies?” 🍪 And just like in real life, you’re torn between politely accepting (because who says no to cookies?) or awkwardly backing away because you just wanted to read an article in peace. Meanwhile, the website is standing behind her, silently hoping you’ll say yes so it can track your every move. This means that third-party data is on its way out. You now need to use your own audience data. Advertisers pay more for targeted impressions. Collect first-party data and sell premium audience segments. Test everything, including different layouts, formats, and refresh rates, as this makes the difference between a lousy ad placement and a great one. A CASE TO GO BY: Business Insider’s Revenue Boost with Video Ads: How They Turned Empty Space into Cold, Hard Cash You know what’s worse than an unfilled ad slot? Nothing. Literally, nothing because that’s exactly what’s sitting there: wasted space, wasted revenue, and a wasted opportunity. Business Insider, a global media company, recognized an opportunity to enhance its advertising revenue by incorporating video ads. In 2023, they partnered with an AdTech company to implement this strategy. Despite a strong digital presence, Business Insider identified they had untapped video advertising potential. They had the traffic. They had the audience. What they didn’t have? A way to fully capitalize on their digital real estate. They lacked proprietary video content, which limited their ability to leverage traditional video ads. Developing an in-house outstream video player also posed technical challenges and resource constraints. And while banner ads serve their purpose, they are like putting a tip jar on a multi-million-dollar platform. It screams, ‘Give what you can’. By collaborating with the AdTech platform, Business Insider integrated outstream video ads into its platform via an open-source ad integration solution. The results? Their ad slots did not stay empty for long: 26% CPM (Cost per thousand) Growth – Advertisers were very interested in getting on Business Insider’s pages. 50% Ad Spend Increase – Because when ads perform, people throw more money at them. 5% Slot Fill Rate – Every bit of available ad space? Monetized.   The swift integration enabled Business Insider to monetize their content with minimal effort. Plus, designed to be non-intrusive, these ads maintained a

Reaching a consensus on issues such as transparency might seem challenging. But in 2025, it is an obligation, a non-negotiable standard for brands, regulators, and consumers. The unchecked proliferation of opaque advertising practices has led to widespread consumer distrust. There is a saturation of advertisements in digital media, and this has motivated the development of strategies that exploit (in a seemingly viable way) digital resources on the internet. This has compelled regulatory bodies to intervene with stringent mandates. Advertisers who continue to resist transparency are jeopardizing their credibility and setting themselves up for inevitable regulatory scrutiny. The Impact of Transparent Campaigns on Audience Trust and Engagement The new-age consumer is tech-savvy, well-informed, and increasingly intolerant of deceptive advertising practices. Transparency, therefore, is no longer merely ‘value-add’ but a foundational necessity for brands that endeavour to sustain and cultivate consumer trust. A 2024 industry report by eMarketer revealed that up to 78% of consumers are more likely to engage with brands that give clear insights into their advertising strategies. The implication is clear. Brands that fail to develop trust through transparency risk alienating their audience in the existing hyper-competitive digital space. The digital ad ecosystem has long relied on third-party cookies, a practice that once offered advertisers unparalleled tracking capabilities. Every website you visit has a small pop-up prompting you to ‘Accept’ cookies. Who does not have a little bit of a sweet tooth anyway? However, as GDPR (General Data Protection Regulation) in the EU, CCPA (California Consumer Privacy Act) in the U.S., and similar frameworks tighten restrictions, reliance on cookies has become increasingly dicey. The end of cookie dependency means there has been a shift that necessitates ethical, privacy-first audience targeting methodologies. The industry, in short, must adapt or become obsolete. Much like Nokia, you either adjust or will most definitely be ousted in the industry you currently dominate. Existing Laws and Regulatory Compliance Regulatory bodies worldwide have begun taking decisive steps to enforce transparency and accountability in advertising. As mentioned earlier, several key legislations include: General Data Protection Regulation (GDPR) – Enforced in the European Union, GDPR mandates that businesses obtain explicit user consent before collecting personal data. It also grants users the right to access, rectify, and erase their data. Non-compliance with this legislation can result in fines of up to €20 million or 4% of the company’s annual global revenue, whichever is higher. California Consumer Privacy Act (CCPA) – A landmark U.S. privacy law that gives California residents the right to know what personal data is being collected, request its deletion, and opt out of its sale. Businesses failing to comply can face significant penalties and lawsuits. FTC Truth in Advertising Standards – Enforced by the Federal Trade Commission, these rules ensure that all advertising is truthful, non-deceptive, and backed by evidence. Violations of these terms can lead to fines, legal action, and reputational damage. Failure to adhere to these regulations almost always results in legal repercussions and the obvious erosion of public trust. This thus sets a dangerous precedent for non-compliant brands. How Cubera’s Suite of Tools Ensures Transparency at Every Step Cubera, a new entry to the AdTech Ecosystem, values transparency and has an integrated suite of tools designed to eliminate inefficiencies and restore trust in digital advertising. Cubera values the FAIR (Findability, Accessibility, Interoperability, and Reuse of digital assets) advertising principles. A Transparent DSP – Edge, offers real-time ad spend tracking, ensuring brands know precisely where every dollar is allocated. A Fraud-Free Ad Exchange – Vertex, implements blockchain-backed verification to eliminate ad fraud and unauthorized reselling. It uses robust encryption and security protocols to ensure that advertisers’ and publishers’ data remain fully protected, maintaining the highest security and compliance standards. An AI-Powered Audience Discovery Platform – Cube, prioritizes first-party data, ensuring that targeting mechanisms comply with evolving privacy standards. It can identify hyper-contextual cohorts that can be precisely targeted.  Through these innovations, Cubera’s reinforces its commitment to ethical advertising, bridging the gap between advertisers and consumers in this era of heightened scrutiny. P&G’s Commitment to Transparency – Craft or Crap? Marc Pritchard, Procter & Gamble’s global chief brand officer in 2017, gave a keynote address at the US IAB (The Interactive Advertising Bureau) Annual Leadership meeting in Florida on January 29, 2017.  Quoting him, “All of us in this room bombard consumers with thousands of ads a day, subject them to endless ad load times, interrupt them with pop-ups, and overpopulate their screens and feeds with just plain bad work. Is it any wonder ad blockers are growing 40%?” A 40% growth in ad blockers is indeed concerning to advertisers. P&G identified issues such as hidden fees, unreliable metrics, and ad placements alongside inappropriate content, which wasted advertising spend and posed significant risks to brand reputation. As part of their action plan, P&G cut over $140 million from their digital advertising budget by pulling ads from platforms that failed to meet their transparency criteria. Surprisingly, this significant reduction had “no negative impact on the growth rate,” as reported by P&G’s CFO, Jon Moeller. According to a report by ad sales insights platform MediaRadar, between January and August 2017, P&G advertised on only 80% of its original number of sites- a reduction to 1,251 websites from 1565 in 2016. This move underscores the necessity of partnering with an ethical ad tech company to ensure compliance and efficiency from the get-go. Transparency is about dotting the i’s and crossing the t’s, ensuring every advertising dollar is spent in a way that upholds brand safety and consumer trust. Future Trends for Transparent Advertising The advertising industry stands at a crossroads, but after all, the step toward better transparency is inevitable. Highlights regarding future trends that will shape the future of transparency include: Blockchain usage – Ad Verification thus gets strengthened, and accountability improves across the process. Privacy-First Data Strategy – By simply asking consumers, publishers follow more ethical practices as they now rely on consent-based targeting models. Third-party data is collected from brokers who often collect information from a multitude of dubious sources, further exacerbating privacy risks. AI-Driven Fraud Detection

In the ever-evolving digital advertising world, success hinges not just on reach—but on relevance, real-time execution, and precision tracking. As brands increasingly demand smarter, faster, and more accountable campaigns, a new generation of tools is reshaping the AdTech landscape. Leading this transformation is Cubera, an AdTech ecosystem company redefining how marketers approach omni-channel advertising. At the core of Cubera’s innovation are two proprietary technologies—Cubera’s Edge DSP and Vertex Digital AdExchange Services in the USA. Together, these tools are creating a dynamic, data-driven ecosystem that streamlines campaign execution and supercharges performance tracking. What Are Cubera’s Edge and Vertex Tools? Cubera’s Edge and Vertex tools form the company’s end-to-end campaign delivery and optimisation stack: • Cubera’s Edge is an omnichannel DSP (Demand-Side Platform) built for real-time media buying, advanced targeting, and predictive optimisation across mobile, display, CTV, DOOH, and native environments. • Vertex is Cubera’s proprietary Digital AdExchange, facilitating high-quality, privacy-compliant inventory trading with premium supply partners across the USA and globally. Combined, they represent a holistic approach to solving today’s media challenges—from audience fragmentation and cookie deprecation to performance attribution and fraud prevention. Cubera’s Edge: Rewriting the DSP Playbook Traditional DSPs have long struggled to adapt to the new normal of privacy-first, cross-device, hyper-personalised advertising. Cubera’s Edge solves this by focusing on agility, intelligence, and integration. Here’s how Edge Omnichannel DSP services elevate campaign execution: 1. Omni-Channel Precision Cubera’s Edge is designed to deliver consistent messaging across platforms—from smartphones and desktops to connected TVs and digital billboards. With a single interface, marketers can plan, launch, and monitor campaigns that operate fluidly across environments. This omni-channel capability is crucial in a world where user journeys jump between touchpoints. Edge ensures your message stays coherent—and visible—throughout the funnel. 2. Real-Time AI Optimization At the heart of Cubera’s Edge is a powerful machine learning engine that analyses live data to tweak bids, adjust creatives, and reallocate budgets on the fly. The result? • Better CTRs and conversions • Reduced wastage • Dynamic scaling of high-performing segments Marketers no longer need to “set and forget”—they can trust Edge to optimise continuously and autonomously. 3. Audience Intelligence and Identity Integration Edge natively integrates with identity graph technology, enabling precise targeting without relying solely on third-party cookies. This is where Cubera’s role as a cutting-edge AdTech ecosystem company truly stands out. By cross-referencing device IDs, hashed emails, and contextual signals, Edge builds robust audience profiles for: • Lookalike modelling • Behavioural targeting • Retargeting across platforms This approach aligns perfectly with the demands of privacy-first performance marketing. Vertex: A Transparent, High-Quality AdExchange While Edge powers the demand side, Vertex ensures that supply quality is never compromised. Built for transparency, compliance, and control, Vertex Digital AdExchangeServices in the USA provides brands and agencies access to high-value inventory at scale. Here’s how Vertex changes the game: 1. Premium, Brand-Safe Inventory Vertex connects buyers to vetted, high-performing publishers across categories like news, entertainment, lifestyle, and finance. Supply is verified through rigorous quality checks, minimising fraud and ensuring brand-safe placements. This enables advertisers to confidently scale their campaigns without sacrificing integrity. 2. Transparent Supply Path Optimisation (SPO) With increasing scrutiny over ad spend leakage, Vertex provides deep insights into supply paths, helping buyers choose the most efficient and cost-effective routes to impressions. This transparency empowers brands to: • Avoid middlemen • Maximise ROI • Establish direct relationships with high-performing media sources 3. US-Focused Supply with Global Reach While Vertex Digital AdExchange Services in the USA offers extensive coverage of American premium supply, its infrastructure is scalable for global buys. This makes it an ideal partner for brands looking to run geo-targeted or multi-region campaigns without rebuilding their strategy from scratch. Performance Tracking That Goes Beyond Clicks Execution is only half the story. What sets Cubera’s Edge and Vertex tools apart is their unified performance tracking engine, built to deliver granular visibility and advanced attribution. Unified Dashboards Edge and Vertex are tightly integrated to feed real-time data into centralised dashboards—covering: • Impressions, clicks, and viewability • Conversion metrics across channels • Spend pacing and ROI performance • Creative-level heatmaps and engagement metrics These insights are not just post-campaign summaries—they’re actionable, real-time signals for continuous refinement. Advanced Attribution Models Beyond last-click, Cubera offers: • Multi-touch attribution • Time decay and position-based models • Custom funnel tracking for eCommerce and lead-gen clients These features ensure marketers understand how users are engaging, where they drop off, and what drives results—across the entire journey. Why This Matters for Modern Advertisers Let’s face it—modern advertising is complex. Consumers are savvier. Regulations are stricter. And competition for attention is relentless. To succeed, marketers need tools that are: • Fast • Data-rich • Insight-driven • Future-ready Cubera’s Edge and Vertex tools bring all of this together in one integrated stack. Marketers no longer have to stitch together disparate platforms, guess at attribution, or rely on dated assumptions. Instead, they can: • Execute omni-channel campaigns with agility • Optimise with confidence using real-time AI • Access premium inventory with guaranteed transparency • Track performance with depth and clarity That’s what modern AdTech should look like—and it’s what Cubera delivers. In the race for customer attention, precision and speed win. Cubera’s Edge DSP and Vertex AdExchange are not just tools—they’re enablers of a smarter, more accountable marketing future. For brands, agencies, and marketers seeking performance without compromise, Cubera offers a full-funnel solution that combines technology, intelligence, and transparency at scale. As the digital world evolves, trust Cubera to evolve with it—turning complexity into clarity and data into results.

In the ever-expanding world of digital advertising, marketers demand more than just tools—they need ecosystems. Platforms that don’t just execute, but connect, optimise, and evolve in real time. This is the promise of Cubera’s powerful AdTech suite—a set of finely tuned, AI-driven solutions that help brands thrive in a complex and privacy-first digital era. Cubera is not just another AdTech player. It’s a visionary AdTech ecosystem companyarchitecting a full-funnel performance stack. From data activation to omni-channel delivery and measurement, Cubera’s unified platform helps brands scale with intelligence, efficiency, and measurable outcomes. Let’s take a closer look at the core Cubera tools that make up this next-gen suite: Cube, Identity Graph, Vertex, and Edge. 1. Cube: The Command Centre of Campaign Intelligence At the heart of Cubera’s offering lies Cube—the brain of the operation. Think of Cube as the centralised hub where campaign planning, audience building, data insights, and performance management converge. What Cube Delivers: • Unified Campaign Planning: Coordinate multi-platform campaigns with ease. • Data-Driven Budgeting: Cube suggests optimal budget splits based on real-time performance signals. • Predictive Analytics: AI models forecast ROI across audience segments and channels before the campaign even begins. Whether you’re a CMO tracking enterprise-wide outcomes or a media planner refining channel mixes, Cube simplifies complexity into clarity. 2. Identity Graph: Powering Personalisation at Scale Modern advertising demands relevance, and relevance demands identity resolution. Cubera’sIdentity Graph is the engine that transforms scattered data points into singular, actionable customer profiles. Built to navigate a post-cookie, privacy-first landscape, the Identity Graph links: • Device IDs • Hashed emails • Cookies • Offline data (POS, CRM) • Contextual and behavioural attributes This sophisticated unification process enables marketers to create persistent user identities and deliver seamless personalisation across channels. Why It Matters: • Cross-Device Cohesion: Target the same user on mobile, desktop, and CTV without duplication. • Smart Segmentation: Build rich audience cohorts based on behaviour and intent. • Consent-Centric Design: All resolution complies with global privacy frameworks like GDPR and CCPA. The Identity Graph is where Cubera tools begin to shift from data collection to actionable insight—bridging customer understanding with media execution. 3. Vertex: The Future-Ready Ad Exchange In the programmatic space, buying inventory is no longer just about scale—it’s about quality, control, and transparency. That’s where Vertex, Cubera’s proprietary Ad Exchange, plays a transformative role. Key Features of Vertex: • Premium Supply Access: Tap into high-quality, brand-safe publishers in the USA and beyond. • Transparent Trading: Built-in SPO (Supply Path Optimisation) ensures direct, efficient paths to inventory. • Fraud Prevention: Real-time filters eliminate invalid traffic and suspicious impressions before they impact your ROI. By embedding Vertex into the larger AdTech tools ecosystem, Cubera ensures that every impression served aligns with performance goals and brand safety standards. 4. Edge: Omnichannel Execution, Reimagined Cubera’s Edge is a state-of-the-art Omnichannel DSP that brings creative delivery and bid intelligence together under one agile system. It’s built for the realities of today’s media consumption—cross-device, real-time, and ROI-focused. What Makes Edge Exceptional: • Real-Time Optimisation: Edge adapts bidding strategies on the fly based on contextual and performance data. • Channel Fluidity: Run unified campaigns across display, mobile, CTV, DOOH, and more. • AI-Powered Creatives: Edge personalises ad creatives dynamically based on audience segments and funnel position. Unlike legacy DSPs, Edge is not siloed. It integrates natively with Cube’s planning intelligence, the Identity Graph’s targeting precision, and Vertex’s premium supply—offering true end-to-end activation. Why Cubera’s Powerful AdTech Suite Stands Out Most platforms offer point solutions—separate tools for planning, buying, identity, and reporting. Cubera breaks this mould by offering a seamlessly integrated suite of AdTech tools that work better together. The Cubera Advantage: • Connected Intelligence: Every decision made in Cube, from budget to targeting, feeds directly into Edge and Vertex. • Data Unification: Identity Graph ensures that media is not just targeted, but meaningfully personalised. • Omnichannel Orchestration: Edge empowers fluid campaigns across devices and environments—with consistent brand messaging. • Privacy-First Performance: All tools are built with compliance and ethical data use at their core. Together, Cube, Identity Graph, Vertex, and Edge don’t just improve media outcomes—they reinvent how marketing performance is measured, optimised, and scaled. In a time when digital advertising demands more agility, intelligence, and accountability than ever before, Cubera’s powerful AdTech suite stands out as a beacon of innovation. With Cube as the planner, Identity Graph as the strategist, Vertex as the marketplace, and Edge as the executor—Cubera gives marketers a single, orchestrated system to deliver, optimise, and scale results. Whether you’re a brand seeking better ROI, an agency looking to simplify operations, or a media buyer in pursuit of transparency—Cubera has a tool designed to make your vision real. Because in today’s advertising world, tools alone aren’t enough. What you need is a suite that works smarter—together.

In an era where customer journeys span across apps, browsers, connected TVs, and smart devices, marketers face a fundamental challenge—how to truly understand their audience. The answer lies in identity graphs, the backbone of modern customer intelligence. Identity graphs enable brands to move beyond fragmented views and build unified customer profiles. These profiles reveal not just who a customer is but how they behave across platforms. In short, identity graphs transform raw data into actionable customer insights, enabling more strategic, measurable, and effective marketing outcomes. Whether you’re a fast-growing data company or an established brand navigating the AdTech ecosystem, the ability to accurately understand customer behaviour is no longer optional—it’s your competitive edge. What Are Identity Graphs? Identity graphs are data frameworks that link unique identifiers—like emails, cookies, device IDs, phone numbers, and even offline data like loyalty card info—to construct a single, persistent customer view. This unification is essential for understanding consumer behaviour across devices, sessions, and platforms. By centralising this data, identity graphs allow marketers to resolve identities across environments in real time, delivering not just reach, but relevance. This is especially crucial in modern advertising, where personalisation, privacy, and omnichannel precision are key performance levers. Why Customer Insights Matter More Than Ever Modern consumers expect brands to know them—to anticipate their needs and speak to them contextually. Yet most brands are sitting on oceans of unstructured or siloed data, struggling to derive real meaning from it. This is where identity graphs shine. By mapping customer actions across channels and correlating those actions to a single identity, marketers gain deep customer insights like: • Preferred channels and devices • Time-of-day engagement behaviour • Purchase intent signals • Product affinities • Lifecycle stage Such granular data is invaluable for optimising customer engagement strategies, from targeted messaging and smart segmentation to churn prediction and lifecycle marketing. How Identity Graphs Power Customer Insights Let’s look at how identity graphs generate customer insights through a typical flow: 1. Data Ingestion: The graph pulls in data from multiple sources—CRM, CDP, e-commerce platforms, mobile apps, ad pixels, etc. 2. Identity Resolution: Using deterministic and probabilistic models, the graph maps fragmented identifiers to individual users. This includes offline-to-online resolution when possible. 3. Profile Enrichment: The graph enriches identities with behavioural, demographic, and contextual data, providing a full picture of the user. 4. Insight Activation: These enriched profiles can now be used to power campaigns, trigger automation, run analytics, and inform strategic decisions. All of this happens in real time within a robust privacy framework—making identity graphs one of the most powerful tools in the AdTech ecosystem. Cubera: A Real-World Enabler Platforms like Cubera are redefining the role of identity infrastructure in marketing. As a new-age adtech ecosystem company, Cubera acts as a real-time orchestration layer—connecting data sources, resolving identities, and activating insights across paid and owned channels. When combined with identity graphs, Cubera empowers marketers to go from “What are users doing?” to “Who is doing it, and why?”—the kind of clarity that fuels ROI-positive decisions. By using Cubera’s platform integrated with an identity graph, brands can: • Reduce waste in ad spending • Build consistent cross-channel journeys • Improve personalisation accuracy • Enhance real-time decisioning • Safeguard user privacy through compliant architecture From Data Company to Insight Company Any business today is a data company, whether it’s acknowledged or not. But it’s the move from data collection to data connection that separates winners from the rest. An identity graph allows brands to extract context from chaos—turning petabytes of scattered customer signals into meaningfully connected dots. This evolution is critical. In a cookieless, consent-first world, the value doesn’t lie in raw data, but in how intelligently and ethically it’s activated. Brands that understand this are repositioning themselves not just as data-driven, but insight-led organisations. Identity Graphs and Customer Behaviour Analytics Understanding customer behaviour is not just about clicks and conversions. It’s about anticipating intent, detecting friction, and adapting to behavioural shifts. Identity graphs enhance behaviour analytics in several ways: • Path Analysis: Discover multi-touchpoint journeys that lead to conversions • Funnel Optimisation: Uncover where and why users drop off across devices • LTV Prediction: Use behavioural indicators to forecast lifetime value • Audience Discovery: Find lookalike segments based on shared identifiers and behavioural traits These insights help craft smarter product experiences, sharper campaign strategies, and more meaningful customer interactions. The Impact on Customer Engagement At the heart of all this intelligence is one goal: customer engagement. Identity graphs make engagement more personalised, timely, and relevant. They enable: • Real-time personalisation based on unified customer profiles • Dynamic retargeting that respects previous interactions across devices • Automated journey orchestration tailored to user behaviour and preferences • Proactive service—such as chatbots or CRM actions triggered by data from the graph This shift from static segmentation to dynamic orchestration is what makes identity graphs indispensable in modern advertising. Big Data, Small Moments Ironically, while big data powers identity graphs, the real magic happens in the micro-moments—those intimate, context-rich engagements that define customer loyalty. Whether it’s sending a re-engagement push notification at the right hour or recommending a product based on recent browsing behaviour, identity graphs ensure brands don’t just reachpeople—they connect meaningfully. This is particularly crucial in industries like retail, travel, finance, and media, where cross-device journeys and high-touch personalisation define success. As digital experiences become more fluid, identity graphs provide the solid ground needed to understand, engage, and grow customer relationships. They’re not just tools for advertising—they’re foundational systems for customer intelligence. Partnering with the right adtech ecosystem company, such as Cubera, and aligning your marketing stack with real-time identity resolution ensures that your brand moves at the speed of customer expectation. In the end, it’s not about having more data. It’s about having the right insights—and using them to build meaningful, measurable engagement. Because in modern advertising, the brand that knows its customers best, wins.