Scoota And Ternio Partner For Blockchain Verified Ad Campaigns

Scoota, the market leader for automated, brand-safe online branding, has announced that it has selected Ternio as its preferred blockchain partner to facilitate enhanced transparency within its programmatic ad campaigns. Ternio is the leading blockchain company bringing transparency to programmatic digital advertising with its high transacting blockchain, called Lexicon.

Scoota offers a fully programmatic platform for the creation and global delivery of rich, highly engaging ad formats without compromising creative execution or brand safety. This partnership will enable Scoota to be one of the first ad buying platforms to offer Ternio’s blockchain technology for programmatic advertising campaigns. Scoota’s clients will have the ability to utilize blockchain to gain complete transparency of their ad spend throughout the entire ad supply chain, on a per-impression basis.

Scoota is pioneering brand safety; its anomaly detection technology links dynamically to its bidder to optimise away from fraudulent traffic in real time, and it has developed new approaches to viewability and domain verification; but despite this market-leading approach and dedication to full transparency, the addition of blockchain capabilities will cement its offering as the safest in market. By integrating Ternio’s blockchain technology, Scoota and its clients will further reduce waste, better fight ad fraud, and get more value from their ad spend, and gain a better understanding of where their ad dollars are going.

“Scoota has always been on the forefront of using technology to facilitate transparency and brand safety for their clients,” said Ian Kane, co-founder of Ternio. “By integrating Ternio into Scoota’s buy-side platform, advertisers will gain granular insights into every ad impression being purchased all executed in a programmatic environment.”

“Blockchain is fascinating on many levels; its ability to change the ad tech landscape is substantial, yet very few businesses can claim a blockchain framework that is fast enough to make it viable for the demands of online advertising at scale. Ternio delivers on the speed challenge; we’re really excited about exploring what we can do together for the benefit of our clients.” Added James Booth, Founder and CEO of Scoota.

Ternio’s blockchain framework uses smart contracts to ensure demand side terms are met while also providing visibility into the transactions in the supply chain. It is the only decentralized blockchain that can support the high queries per second (QPS) required for programmatic buying and selling.  Combining it with the Scoota’s broad range of contextual and audience-targeting solutions empowers brands to deliver relevant, highly-targeted campaigns without any wasted ad spend.


Ternio is a leading blockchain company that brings transparency to programmatic digital advertising with its Lexicon framework. Lexicon is the only scalable blockchain solution for programmatic digital advertising – capable of supporting over 1 million transactions per second.  Ternio provides the solution to existing companies in the ad supply chain – enabling those companies to verify users, instantly pay publishers, and protect advertisers from ad fraud.

Learn more at


Scoota is the leading digital marketing technology company that enables advertisers to create, activate, measure and optimise brilliant brand campaigns at scale. It offers a single, fully transparent programmatic platform for the creation and delivery of rich, highly engaging formats via private marketplaces and the open marketplace, globally, without compromising creative execution or brand safety. Scoota’s platform includes a unique patent-pending campaign pre-testing system that dynamically manages delivery, and a revolutionary fraud detection solution; combined, these open up huge scale safely, allowing for much greater levels of optimisation while protecting users from unwanted over-targeting or brands from concerns over fraudulent traffic, content destination and viewability.

Scoota acquires wayve’s technology

London, August 16th 2017

It is with great pleasure that Scoota announces that it has acquired the creative technology of the wayve business. Wayve was a leading provider of dynamic rich online creative; the technology manages creative delivery of rich media content in a sophisticated, data-optimised manner that makes scaling creative effortless.

James Booth, Founder & CEO of Scoota said: “I have been a fan of what Jamie and the team built since Jamie first shared his vision with me some years ago. Bringing wayve’s technology into Scoota will give our clients a much broader opportunity for delivering the most effective brand-safe creative solutions available. We are looking forward to adding it to the Scoota suite of products.”

Jamie Evans-Parker will be taking up a new role within Scoota to focus on optimising the wayve’s technology with Scoota’s existing product range and helping bringing this to market. He added: “I’m excited by the opportunity to bring wayve’s technology into Scoota. There’s a real synergy around the importance of creativity; combining wayve’s cutting-edge technology with Scoota’s groundbreaking programmatic delivery solutions is going to be hugely compelling.”

Scoota is the market leader for automated, brand-safe online branding. Its patent-pending Sentinel solution solves many of the established challenges of scaling cross-device rich media programmatically. At the heart of its offering is the Agatha anomaly detection system which ensures brand safety at scale. The Scoota Fluid technology delivers highly scalable dynamic creative delivery.


Scoota is 2017 Red Herring Top 100 Europe Winner

Scoota has been announced as one the Red Herring Europe award winners, recognizing Europe’s leading private companies and celebrating the innovation of technology startups’ innovations across their various industries.

Red Herring Top 100 Europe enlists outstanding entrepreneurs and promising companies. It selects the award winners from approximately 1,200 privately financed companies each year in the European Region. Since 1996, Red Herring has kept tabs on these up-and-comers. Red Herring’s Top 100 list has become a mark of distinction for identifying promising new companies and entrepreneurs. Red Herring’s editors were among the first to recognize that companies such as Alibaba, Facebook, Google, Kakao, Skype, SuperCell, Spotify, Twitter, and YouTube would change the way we live and work. Thousands of the most interesting and innovative companies have graced the Top 100 list over the years.

“In 2017, selecting the top achievers was by no means a small feat,” said Alex Vieux, publisher and CEO of Red Herring. “In fact, we had the toughest time in years because so many entrepreneurs had crossed significant milestones so early in the European tech ecosystem. But after much thought, rigorous contemplation and discussion, we narrowed our list down from hundreds of candidates from across Europe to the Top 100 Winners. We believe Scoota embodies the vision, drive and innovation that define a successful entrepreneurial venture. Scoota should be proud of its accomplishment, as the competition was very strong.”

James Booth, CEO and founder of Scoota, said “This is a great honour and we are proud to have our potential recognised by Red Herring, particularly in the light of such companies and technologies that made this year’s list so strong.  What an amazing peer group.”

Red 100

2017 Red Herring Top 100 Europe Winner

Thousands of the most interesting and innovative companies have graced the Top 100 list over the years.
Red Herring’s editorial staff evaluated the companies on both quantitative and qualitative criteria, such as financial performance, technological innovation, management quality, overall business strategy and market penetration. This assessment was complemented by a review of the track records and standings of similar startups in the same verticals, allowing Red Herring to see past the “hype” and make the list a valuable instrument of discovery and advocacy for the most promising new business models in Europe.

Following Scoota’s well-deserved win, we are invited to showcase our company and the work we are so proud of to the US market at the Top 100 North America event in June and later compete internationally for the Top 100 Global in November.  Scoota looks forward to partnering with Red Herring for further success and innovation.  And we’re very chuffed.

The importance of getting creative when optimising your programmatic ads

Be careful about what you think you know

Shortly before 2am this morning I changed a nappy, confident in my ability to read the situation and determine that then, was indeed the best time. But, at 4 weeks old, Élodie is an unpredictable little thing and rewarded my less-than-good judgement by weeing all over the change table and her outfit at the same time.

My error was to base my judgement on what I’d believed I knew about Élodie’s behavioural patterns; had I been thinking more dynamically, I would likely have approached it differently and the result would have been far more rewarding. This issue with bad data is something that plagues brands wishing to understand how to use data to improve engagement – an audience’s intent might vary tremendously during the course of a day’s Internet activity yet we as an industry rely so heavily on basic ‘click’ info for much of our decision making.


Getting creative when optimising your Programmatic ads

Programmatic trading has evolved through that single click approach to engagement and ultimately optimisation. What does that click reveal? An individual may click on an advert but that doesn’t mean they are necessarily going to produce the desired response against a specific campaign objective. They may well be a bot; some of them are. Enhanced (rich media) creative containing video and tailored interactivity, on the other hand, can identify the truly receptive audience brilliantly if used properly, and present a host of much more accurate data based on different points of interaction against which to base the optimisation activity. And, by operating a dynamic approach to the initial creative experience where different types of creative are deliberately used to tease out a variety of responses, more powerful insights can be mapped: location, mood, intent, etc. From there the campaign targeting can evolve with confidence.

For programmatic to be delivered effectively, optimisation towards an increasingly refined target audience is key – amplification of the best performing audience segments through a process of nurture. Unfortunately, the technical complexities of delivering rich media creative programmatically has led the industry to believe that rich media is only really viable when delivered over pre-tested sites by way of a private marketplace or network. And, as such, optimisation suffers drastically, as there are often simply not enough refined audience types in play across those limited sites, to allow a true programmatic approach to be exploited.


Your brand deserves to reach the right audiences

As an industry wishing to realise the benefits of programmatic for branding whether via video or rich media display, we’re challenged by a lack of reach. A solid programme of optimisation will very quickly lead to a shrinking audience pool, and a depleted pool won’t provide the levels of reach needed to make a campaign sensible for either the brand, or the agency running it. As such, a quest for better targeting can ultimately lead to an enforced need to lift session capping in order to deliver on the anticipated levels of impressions agreed prior to a campaign going live. With the session capping lifted, an audience’s enjoyment of that brand may change – we’ve all experienced the frustration of being stalked endlessly around the web by the same brand, damaging that brand’s collateral in the process.


Shining a light on the open market

So what of the global programmatic exchange; the open marketplace (OMP), where tens of billions of potential bids a day exist? Unfortunately, we are often told that to ensure a rich media campaign can work smoothly, the OMP is simply too dangerous to venture into thanks to the high levels of bot traffic, and that a network play is the only safe approach. As such, the same limited pre-tested sites are increasingly being relied on for greater and greater levels of rich media activity, where today, reach itself is now the new issue, let alone any frustrations over an ability to optimise.

Online advertising is no longer new. Rich media isn’t either. Technology has evolved over the years and technology is solving these conundrums. We as an industry have all the tools we need to make highly optimised, dynamic, programmatic branding work brilliantly; hopefully we will embrace this ability soon before misplaced practice drives even further levels of ad blocking and disgruntled stakeholders from all sides.

The same is true as we refine our life-choices; now where are the wipes?


James Booth, Founder & CEO, Scoota.

Tel: +44 (0) 207 637 1602


Twitter: @Scoota_Group

This article feature in The Drum’s feature on Programmatic – 8th March 2017

This article is about: WorldProgrammaticCreativeDigitalDigital AdvertisingAdvertising

What does the future look like for a CMO?


A CMO’s life is a buoyant one – marketing is quite a different beast to just 10 years ago and today it has grown horns and is starting to bite. To achieve CMO status a significant journey through the marketing maze has already taken place; these guys are experts in the field with a total grasp on every element that matters. But, that maze has become significantly more complex of late – programmatic trading of online media has opened up numerous opportunities but in turn created a handful of worrying issues that point to a world of robots, adverts that aren’t seen, agency transparency, a disenfranchised end user, and an aggressive shift to the blocking of online advertising content. The next few years are going to be quite testing for CMOs; to survive, they need to arm themselves with a few weapons, an open mind and quite a bit of knowledge.

In the 20 years I’ve been focused on marketing technology, I have seen great campaigns and appalling campaigns. The piece that separates the two is the human element. For programmatic this is even more the case as human intervention can control and optimise a programmatic campaign to great effect; but it can also be complacent.

Complacency is the ruin of online advertising. A creative execution can be wonderful or dreadful. The set-up and delivery of a campaign can be something to care considerably about, or something to fire off before the liquid lunch and hope will work. Evidence of a laissez-faire approach to programmatic advertising stares us all in the face each time the item we looked at a few weeks back is still popping up wherever we go, to the point where if one thing’s for sure, there’s no chance we’ll buy that product in the future. Brand damage is now a key by-product of malpractice in online advertising.

It worries me hugely the lack of experience and care in the online marketing world, and it should worry the CMO. Far too much spend is being decided by agency planners who lack experience and don’t care enough.  The effects of this are becoming hard to ignore, as is the continued insistence on a policy of incessant retargeting of end users and the over exploitation of highly intrusive formats that damage brands and drive up ad blocking.

Online advertising can be a brilliant channel but to make sure that this segment of the marketing mix is delivering beyond the ambitions of the brand marketing team, the CMO is going to have to take more control, demand more and challenge more. To do this they need confidence and that can only come from knowledge. They will need to surround themselves with the right talent, which in turn will give them that confidence. What does that team look like? It should include a content commissioner, a data analyst for targeting and reporting, a programmatic trading and ad tech expert, a negotiator who knows how to get the best out of the media agencies – and that’s just the beginning. Gaining the knowledge to create meaningful, strategic relationships with their audience – that will be the prerogative of the future CMO, and what better time to start than now?



Scoota heads to Rome for Festival of Media Global!

Scoota headed to Rome this month after being selected to take part in the EMERGE pitch competition – the Festival of Media Global’s showcase of the world’s most exciting ad tech start-ups.

Bringing together some of the most interesting and innovative tech businesses globally – originating from as far afield as Canada as well as from the more traditional tech hubs of California, Tel Aviv and London, the EMERGE shortlist of companies, including Scoota, presented to the world’s biggest brands and agencies on the cutting-edge of technological change.

Converging on the historic Italian city, the global festival attracted some awesome speakers including the Head of Marketing for AirBnB, YouTuber Hussain Manawer and Steve Golin, producer of The Revenant- as well as Scoota’s Tech CEO Steve Filler, who spoke to a packed audience about how Scoota are using smart, interesting creative online experiences to grab users’ attention and create a value exchange – “our core proposition is to find a way to combine creativity and programmatic to kill bad advertising”.


Scoota at AdWeek Europe to discuss cross-screen storytelling

AdWeek took over a corner of Piccadilly this week, with 178+ sessions attracting over 30,000 attendees over the course of the 4-day festival. The industry’s leading lights tackled the biggest issues facing the ad industry, tackling subjects including the marriage of creativity & technology, cross-screen storytelling, online video, big data and the future of agencies.

Scoota’s co-founder Torie Chilcott spoke on a cross-screen storytelling panel alongside FremantleMedia and Pottermore. Torie looked at what it meant to be a creative today, “I used to sell to a programme commissioner but I think now we’re looking at brand commissioners. Whatever you can do to supplement your universe, there are so many opportunities to make your story massively interesting. The principles of a story are exactly the same.” Torie also noted that the current millennial zeitgeist was not necessarily overstated, but that some brands were tripping over themselves in their hot pursuit of how to develop a meaningful conversation with them – “there’s a real appetite and excitement for finding the right way of communicating with Millennials online because it’s so innate to who they are. Instead of saying ‘this is the one distribution method [so] I have to do that, look to create an exciting story across all platforms.”

South London Cares visits Scoota for a day of Virtual Reality

After coming across the charity South London Cares last Christmas, we were struck by the amazing work they do in matching elderly people with young people and businesses who live in the same area, helping to build some long-lasting friendships and tight-knit communities along the way. So we invited the South London Cares team along with twelve of our local elderly neighbours, to spend a day in the Scoota office in February over some Afternoon tea. Partnering with our friends Visyon 360, we took our South London Cares neighbours through the very latest immersive experiences using Visyon’s 360 VR technology. It was a special and enlightening day, and hopefully the beginning of a long-lasting friendship between South London Cares and Scoota.

‘Is it about time?’ – Scoota’s Steve Filler on valuing engagement over exposure


Let’s start with some home truths about digital advertising: if they can, most people will avoid it. Because most people don’t like it – and some even hate it.


Of course, it doesn’t have to be this way. The most overused description of the value of programmatic is ‘the ability to target the right user at the right time with the right message’.  As an industry we nail the ‘right user’ bit. Combining this user data with additional behavioural insight to target people at the right time we do pretty well – add to that ‘in the right place’ in terms of environment, device and location and so far, so good.


However, skip to the ‘right message’ piece of the puzzle and the industry falls over. More often than not it’s a massive let down which at best gets ignored and in the worst cases forces people into hiding, swiping or blocking.  There is no doubt that brands are delivering smart, personalised and relevant messages that resonate with people at point of purchase, but we are not seeing the same creative sophistication being applied to digital brand advertising.


The sheer amount of messages we have to consume daily means it is tougher than ever to get noticed if you’re a brand trying to find new customers. With the stakes so high, it’s surprising to observe very few clients rising to the challenge in their day-to-day brand activities.  Nine times out of ten, the creative agency gets blamed for providing unfit-for-purpose creative but the truth is that we all need to take responsibility.


Let’s start by holding our hands up and admitting that executing brilliant, smart digital brand work isn’t easy. If we want to challenge consumers’ perceptions of digital advertising to a point where they have an instinctive desire to engage, then we have got to be prepared for a bit of hard graft.


It all starts with the client. I won’t dwell on the need for brands to create assets that are actually interesting, relevant and entertaining rather than a repurposed TV ad, as I’d hope that’s pretty obvious by now.  Where I think the biggest problem is, is the disconnect between the creative and media agencies.  Currently both media and creative agencies work independently from each other, with media agencies having little input into the creative stage and conversely, the creative agency having little visibility on the activation strategy.  I’ve seen so many campaigns targeting a number of different audiences with specific interests with the same generic creative format and message used in each strategy.  It’s easy to lay blame at the door of the creative agencies, but they are flying blind.


Added to this, there is very little mid or post campaign performance data fed back to the creative agency meaning they are essentially excluded from the optimisation process, with no adequate insight into what worked or didn’t. It’s a cycle of disconnectivity with one party taking most of the brunt: the client. Or should we go one step further and say: the audience.


For brands to meaningfully connect with audiences online, something has to fundamentally change. Where better to start than with what constitutes a successful ad? Currently, half of an ad being seen for one second is what constitutes ‘viewability’, which is obviously not good enough. I think we will see a new metric of ‘noticeability’ develop, introducing a new era where brands aim for meaningful audience engagement for a decent length of time. I firmly believe ‘time’ will become the next key form of digital brand measurement, presenting an opportunity for brands to engage with audiences in a way that has never been possible before.  Of course viewability will remain the first stage of brand measurement, but I expect we will soon see this evolve from a question of “was my ad in view?” to “how long was my ad in view?”.


The following image illustrates this tipping point, where online brand impact can move towards engagement quality over quantity as a gauge of success:



Of course media agencies, tech vendors and supply partners will continue to improve viewability scores but we shouldn’t be surprised when clients start asking for more, combining intelligent targeting with an understanding of how important the creative message is in grabbing a user’s attention and taking them on a journey.


Let’s remain positive and remember that, once engaged, anything is possible. I hope that soon brands will realise they can move away from overvaluing exposure and call for a new school of layered measurement: Was my ad noticed? Was it engaged with? Watched, played with, enjoyed, liked and – the digital holy grail – loved? Only then will we be able to claim we’ve moved online advertising forward and put the audience first. Until then, we must keep striving.


This article originally appeared on AdTekr.

scoota makes senior hires from Exponential and Gumtree

We’re very excited to announce Niki Stoker joins Scoota as Director of Client Services; and Poonam Joshi joins as new Director of Ad Operations

With Scoota looking to further enhance its reputation as the leading programmatic rich media solution for brand advertisers, Niki Stoker will oversee our ambition to deliver the best service in market, taking charge of Client Service, Ad Ops and Design teams. Niki has over 15 years’ experience in digital advertising and held senior roles at various leading tech companies including TangoZebra/DoubleClick, Flashtalking and most recently European based DMP FlxOne.

Scoota CEO James Booth said of the news, “Whatever Niki does she does brilliantly. She was my first campaign manager at Tangozebra and went on to build the best campaign ops team around. She turned Flashtalking from a small operation into one of the leading UK players. Niki is top, top drawer, and I am thrilled to have her onboard.”

Niki said of her move, “I’m hugely excited to be joining some of the most talented and forward thinking people working in advertising today, and helping to take Scoota to the next level. “

Poonam Joshi also joins Scoota as Director of Ad Operations. Steve Filler, Scoota’s Tech CEO commented, “Poonam brings significant ad operations and programmatic expertise with her. With excellent knowledge of RTB technologies Poonam will lead and expand our Ad Ops team and continue to deliver outstanding campaigns for our clients.”