Senior Quality Assurance

Singular joins the Universal Ads Business Partners Program as a Mobile Measurement Partner. Singular joins the Universal Ads Business Partners Program as an official Mobile Measurement Partner, bringing trusted mobile measurement to premium TV from Comcast. Content. By Matt Hyder July 31, 2026 3 mins read Blog CTV Integrations Press Summary. * Integrate TV into Marketing Strategy: With Singular's partnership with Universal Ads, app marketers can now leverage familiar measurement workflows for premium TV advertising, allowing them to track installs, post-install events, and campaign performance seamlessly alongside digital ad channels. * Utilize Premium Content Partnerships: Advertisers can run campaigns across major networks and platforms, including NBCUniversal and Roku, tapping into high-quality inventory while benefiting from performance-grade measurement that aligns with their existing digital strategies. Singular joins the Universal Ads Business Partners Program. Singular has been named an official mobile measurement partner (MMP) in the Universal Ads Business Partners Program, joining at the launch of the program's new Mobile Measurement Partners category. Universal Ads, the platform from Comcast that lets brands of any size create, buy, and measure ads across premium video, built the Business Partners Program as a curated network of vetted technology partners that help advertisers launch faster and scale confidently on TV. Singular, Inc. is thrilled to be part of it, and excited about what it means for advertisers who want to treat premium TV like a real performance channel. Why this matters for app advertisers. Performance marketers have been eyeing TV as a growth channel for a while now, and the hesitation was rarely about the inventory. It was about the workflow. Audience activation and mobile measurement have long lived in the same platforms across search, social, and display, while TV usually meant separate tools, separate setup, and a separate measurement approach, which kept a lot of app marketers on the sidelines. This partnership with Universal Ads closes that gap. App advertisers can now extend the Singular measurement workflows they already run into premium TV, covering install measurement, post-install event tracking, and campaign analytics, typically with no additional SDK. Premium TV becomes measurable, comparable, and optimizable inside Singular's unified view of CTV and cross-device performance, right alongside every other channel in the mix. "The goal all along has been for Universal Ads to make TV advertising feel as easy and familiar as social or search, and that has to include the Audience Management, Mobile Measurement Partners, and optimization signals brands already know, manage, and rely on every day. With partners across Audience and Mobile Measurement marketers can extend what is already working for them in digital into premium TV and grow their businesses on the biggest screen in the house," said Greg Lieber, Head of Platform Partnerships at Universal Ads. CTV has become an essential part of the modern growth media mix, but reach alone isn't enough. Through Singular's integration with Universal Ads, advertisers can pair premium inventory with a trusted attribution framework that provides a transparent and unified view of performance across their entire marketing mix. COO and Co-Founder, Singular Premium TV, performance-grade measurement. Through Universal Ads, advertisers run alongside premium content from major publishers and distributors, including NBCUniversal, Paramount, Fox Corporation, Warner Bros. Discovery, Roku, Samsung Ads, DIRECTV, A+E, AMC Networks, LG Ad Solutions, Vizio, and more. Universal Ads also launched Audience as a new partner category alongside Mobile Measurement, with Klaviyo, LiveRamp, and TransUnion joining as inaugural Audience partners. Together, the two categories bring the targeting and measurement tools performance marketers already trust in digital into premium TV. Singular's measurement for Universal Ads App Promotion campaigns is already live, so advertisers can start attributing premium TV installs today. See what measurable TV looks like. If you're a Singular customer, talk to your account team about activating measurement for your Universal Ads campaigns. And if you're evaluating how to make premium TV work as a performance channel, book a demo to see what unified, unbiased, omnichannel measurement can do for your ROI. Matt Hyder. Matt Hyder is the Director of Product Marketing at Singular. He's a storyteller, go-to-market strategist, and once upon a time... an opera singer.

Dick's, LiveRamp, and Adobe are building retail media's creative future. A new partnership offers a model for creative personalization at scale. July 27, 2026 This post was created in partnership with LiveRamp and Adobe. Retail media networks have spent years acquiring customer data to better target audiences. Now, they're thinking about the next step: how to use that data to develop relevant, personalized messages for consumers. During an ADWEEK House Cannes Lions panel co-hosted by LiveRamp, Adobe, and Dick's Sporting Goods, leaders revealed a new partnership that will enable the retailer to leverage both companies' tools to deliver more personalized creative messages to consumers through its retail media network. The three execs sat down to talk about how the partnership is enabling Dick's to get ahead in the next frontier of retail media: reaching consumers with creative that resonates. Personalization at scale. Marie Knight, director of AI creative and commerce ecosystem at Adobe, said the partnership was organic, as Dick's was already using LiveRamp's data platform and Adobe's creative tools. "The partnership is in some ways simple, but that's the beauty of it," Knight said. "It's data plus creative for optimized and improved outcomes." David Young, vp of retail media at Dick's Sporting Goods, explained that by leveraging the power of Adobe and LiveRamp together, brands tapping into Dick's media network can be much more personalized with their offers. He gave an example of telling a "Tier 2 auto story in the Southeast to help move more Tahoes for Chevy" instead of defaulting to a national brand story. Matthew Hogg, svp of business development at LiveRamp, added that the partnership will lead to more efficient experimentation. "There are a lot of businesses that are somewhat constrained by the amount of creative variability they can have," he said. "Providing more options and more things that you can test, you can experiment and drive more value and growth for your business, and doing it super efficiently is going to be very valuable." According to Hogg, media networks must first understand their customers in order to build an advertising business that goes "beyond just serving the needs of the trade marketers." "[There's] diversity of growth in terms of the buyers coming through to your site, and the places where you might want to put that data to work for you and advertise beyond your site," Hogg said. Leaning into retailer identity. Regardless of the tools at their disposal, retailers must develop a clear identity and trusted relationship with consumers in order to thrive in an increasingly crowded retail media landscape. Young talked about Dick's unique relationship with athletes' families. From brick-and-mortar stores or its Gamechanger app, the company has built a trusted relationship with a niche audience. "That's what we're leaning into," Young said. "That's the permission that I think we have to get into brand budgets and tell brand stories, as much as drive sell-through." Specifically, Dick's shows up for families of kids playing youth travel sports, who spend a lot of time on the road for tournaments and events. That opens the opportunity for new brands to tap into Dick's data, such as in hospitality, Young said. "As a retailer who has a trusted relationship with that consumer, that's additive to that lifestyle that we are trying to support in a way that's a really clear multiple layer value for everyone involved," he added. Justin Chin is a contributing writer for ADWEEK. Recommended videos

NOVA partners with Tealium & LiveRamp to reach audiences 'around the moments they already love' Published on: 23rd July 2026 at 10:09 AM NOVA Entertainment has partnered with customer data platform Tealium and data collaboration platform LiveRamp to boost its first-party data capabilities as the audio company looks to give advertisers more sophisticated audience targeting and measurement tools. The deals form a key part of NOVA's broader ad tech strategy, with the broadcaster saying it can now deliver audience insights across more than 90 per cent of its listener base by combining first-party data, strategic technology partnerships and an integrated data stack. The Tealium partnership will support NOVA's customer data infrastructure, enabling the company to collect, unify and activate audience data in real time across its expanding digital ecosystem, including mobile, web, connected TV, in-car and other connected platforms. NOVA said the platform will support real-time data collection, improved identity resolution across known and anonymous audiences, additional activation channels and seamless integration across marketing, commercial and analytics platforms, while maintaining privacy and governance standards. Meanwhile, its partnership with LiveRamp will allow advertisers to securely match their own first-party customer data with NOVA's audience data, enabling more targeted campaigns and providing improved measurement capabilities. The move comes as media owners increasingly invest in first-party data and identity solutions amid the continued decline of third-party cookies and growing demand from advertisers for measurable, privacy-compliant audience targeting. The partnerships build on several initiatives unveiled during NOVA's recent Infronts presentation, including its eight-signal measurement framework, Path to 11% strategy and Audio Planning & Optimisation Platform (APOP), developed with Landmarks ID, as the company seeks to position audio as a more accountable and performance-driven advertising channel. NOVA Entertainment chief commercial officer Nicole Bence said the technology investments were designed to help advertisers better plan, measure and prove the effectiveness of audio. "At our Infronts, we committed to earning audio's place on the plan by proving its performance, and you can't prove what you can't address or measure," Bence said. "This is the foundation that makes that real: letting advertisers match their own data to nearly all of our audience, with people's consent, and reach them around the talent and moments they already love. "It's not technology for its own sake, it's how we make audio easier to plan, prove and believe in." Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.