Xenoss to Speak at Data Science fwdays’21

The Xenoss Team will be participating in Data Science fwdays’21 – one of Ukraine’s leading tech events dedicated to data science, AI and machine learning. 

Xenoss will support this year’s event both as a Gold Partner and a speaker. Our data scientist Sergii Kovalenko will take the virtual floor on April 21 at 6 p.m. to share how Xenoss implements classical machine learning algorithms in high-performance trading systems. In particular, the presentation will highlight challenges faced and solutions found in the process of development of various classical ML models in automated advertising. 

Sergii has PhD in Mathematical Physics and 5 years of experience in data science. He has firsthand experience building high-load ML/AI systems for real-time bidding (RTB), email marketing, information retrieval and heavy mining machinery projects.

Whether you’re a seasoned data professional or a novice – we invite you to join and gain useful takeaways for your next data-centric project. 

Data Science fwdays’21 will traditionally bring together dozens of experts from the datasphere to share their knowledge, case stories, and perspectives on the future of advanced technologies through keynotes, workshops, and extensive networking.

We’re looking forward to 300-min-long talks, dialogues, panel discussions, workshops, and networking sessions with fellow industry professionals and data enthusiasts.

About Xenoss

Xenoss is a software development сompany building complex big data, AI and high-load solutions. The software Xenoss delivers is the tech basis of multi-billion businesses and is being used by Nestlé, Adidas, Virgin, HSBC. The company is headquartered in New York and has R&D centers located in Kyiv and Kharkiv, Ukraine. Follow us on LinkedIn, Facebook and Twitter.

 

Xenoss is ranked among the top 30 software development partners in New York by DesignRush

Xenoss, a tech consulting and software development company focused on MarTech was chosen by DesignRush as one of the Top New York Software Development Companies in 2021.

DesignRush is a B2B marketplace that helps connect businesses with the best professional agencies and technology companies. The platform’s expert analysts review top service providers by their area of expertise based on the agency’s portfolio, leadership, client feedback and more. The findings are concluded in a monthly ranking list.

Xenoss provides custom software development and consulting services. In over 15 years on the market, Xenoss has built dozens of MarTech solutions and has established itself as a reliable tech partner for the leading industry players such as Intercom, Telefonica, Sizmek, Powerlinks, Ad-Lib and others.

Xenoss’ MarTech Discussion Club Meets to Talk about 2021 MarTech Trends

We had our first English-speaking virtual meeting of the MarTech Discussion Club in partnership with the UIA . The January 21 event covered a wealth of topics related to the future of MarTech, trends in store for the industry, and how to adapt to them.

The MarTech Discussion Club’s mission is bringing the local MarTech and AdTech communities together to exchange ideas, experiences, and knowledge.

Our virtual panel featured top AdTech industry minds. While we’ll cover the main takeaways from the discussion below, you are welcome to view the full recording of the meetup on our YouTube channel.

When talking about what directions the MarTech industry can expect this year, the general consensus from our speakers included these 4 trends:

        1. Privacy

Considering Google’s deprecation of cookies, GDPR, and CPRA, the industry will be seeing seismic changes around privacy. There’s a desire for consumers and legislators to take back control of user data. Global brands need to start preparing and planning now. Traditional means of targeting will undergo crucial changes.

There are also changes in the privacy laws on the local level. For businesses that are international and span across multiple regions, they have to comply with all the privacy laws in these countries. It requires not only the legal work but also adaptation of the marketing strategy for the specific market. In some cases, it might even require customization of the MarTech stack.

        2. Identity

In this new ad ecosystem, there already is a lot of talk around how to manage identity resolution and targeting. This will lead to a lot of technological opportunities and potentially the emergence of nontargeting based AdTech/MarTech offerings, for example, context targeting and tools.

        3. IDFA

Apple’s decision to roll out IDFA will have an impact on app marketing. But MMPs (Mobile Measurement Partner) are adjusting. In the long term, this is beneficial for the consumer, but for advertisers, things will become more complex.

        4. Multiplatform attribution

In the past couple of years, customer communication has become omnichannel. This year, it’s expected to become even more fragmented with the rise of CTV, DOOH, audio podcasts, and new platforms such as TikTok and gamer streaming platforms. This will require new approaches and new technologies, and that’s where there are a lot of opportunities for startups.

It’s impossible to talk about the future without touching upon the pandemic and its consequences. We will witness the clear result in maybe a year, but for now, there is a certain growing demand from businesses for AdTech and MarTech products and services. “It sped up the inevitable. One thing that is true, brands are trying to create new touchpoints with their customers. They are trying to cut through the noise,” says William Mercer

The pandemic has stimulated the digital transformation of businesses and AdTech/MarTech has majorly benefited from that. Marketing budgets are shifting from traditional to digital advertising. 

These are the clear changes that we can pinpoint right now:

  • User behavior has changed as people are using digital means of communication and entertainment more.
  • Ecommerce has seen massive growth.
  • Many companies have started to build their own MarTech stack or rebuild the one they had to adapt to the changing environment.

Altogether, these changes will set the trends for the next several years.

With the expected emergence of the new MarTech and AdTech technologies, how can marketers and brands approach these changes?

In short, adapt! Don’t be afraid to experiment and take the risks. There’s no point in trying to hold on to legacy methods. It’s important to remain open to people who are approaching you with new solutions to your existing problems.

Marketers should forget about stability. The pace of change has increased dramatically. In order to keep up, Ivan Fedorov has these recommendations:

  1. Develop your analytics. You should see in real-time what’s going on with your sales, customers, brand, and competitors.
  2. Automate manual work in ad campaigns. If it can be automated, do it. This will give you a competitive edge.
  3. Work with first-party data and develop a data-driven approach.
  4. Bind all communication channels together. There should be a single point of orchestration for all your advertising and marketing campaigns.
  5. Experiment. Try new ways, new channels, and anything to get new customers.

It’s important to note, however, that when adding a new tool to your stack, know exactly what you’re using it for and how it will benefit you. For example, collecting data just to have a lot of data has no point. It has to have a purpose.

To sum up, digital advertising and AdTech/MarTech services will face significant challenges this year but at the same time, this is something disruptive startups and brands can take advantage of.

To stay informed about our future events and company news, follow us on Facebook or LinkedIn.
Join our community of MarTech experts!

Xenoss is recognized by Techreviewer as a Top Machine Learning company in 2021

Xenoss has been named one of the top machine learning companies by Techreviewer.co. The list of leaders was compiled based on expertise, experience, quality of services, and reliability of the development companies. To make an assessment, Techreviewer collected information about Xenoss’ services and client’s reviews. Their research placed Xenoss on the list of top machine learning companies out of over 500 competitors.

Techreviewer conducts annual research and regularly updates market leader lists. Analysts’ findings help those who are looking for service providers of complex technical tasks.

Xenoss is headquartered in New York, United States. For over 15 years, Xenoss has been delivering custom MarTech/AdTech software solutions, based on the proprietary framework, a library of domain-specific ready-to-use components. 

Xenoss provides various ML development services and solutions. The list of core services includes ML-based MarTech/AdTech software development from scratch, conversational AI solutions, image processing and NLP, AI and ML consulting, ML-based revenue optimization, ad fraud detection solutions. 

About TechReviewer.co

Techreviewer is an independent IT market research and analysis company. The platform helps to find the best companies that provide high-quality IT services for technical support, development, system integration, AI, Big Data, and business analysis. As a result of objective market analysis, the Techreviewer platform determines the most successful and reliable IT companies and makes top ratings for each of the service categories. Techreviewer’s ranking lists help organizations select the right technology partner for their business needs.

Xenoss is recognized among the best AdTech service providers by AdExchanger

New York, December 10, 2020 – Xenoss, a leading AdTech and MarTech solution development and software consulting company was listed among the AdExchanger’s “The 2020 Programmatic Power Players”. Xenoss received the award along with such prominent companies as Verizon Media, IBM Watson Advertising, MoPub, Roku, and Criteo.

Programmatic Power Players is a definitive list of the top agencies, tech providers and strategic partners in the MarTech industry. For this award, the companies were handpicked by the AdExchanger’s editorial team from hundreds of submissions from around the world. The curated list consists of 60 companies that were evaluated based on their contributions to the industry, presented case studies, and client references.

“Xenoss has been helping advertising and marketing technology companies build MarTech solutions from scratch and optimize their existing systems for over a decade,” said  Dmitry Sverdlik, CEO and Co-Founder of Xenoss. “We are proud to have been recognized for our achievements and chosen as one of the top MarTech software development partners among other key industry players.”

About Xenoss:

Xenoss is a MarTech software consulting and solution development company. The company designs and builds custom software solutions for marketing automation, analytics, audience behavior tracking and prediction, fraud detection, programmatic buying and selling, and others. In a consulting capacity, Xenoss also helps its clients develop a strong product strategy, optimize cost-efficiency, and boost systems performance.

For further information or to request a meeting, contact hello@xenoss.io.

Xenoss organizes MarTech Discussion Club to talk about VR and AR in marketing

On November 26, we organized our sixth virtual meetup of the MarTech Discussion Club dedicated to VR and AR in marketing. The event was organized in partnership with UIA.

MarTech Discussion Club exists to bring the local MarTech and AdTech communities together to exchange ideas, experiences, and knowledge.

Our virtual panel composed of representatives of leading AR and VR companies in Ukraine shared thoughts on the current state of AR and VR, exchanged opinions on the trends in the industry, talked about successful cases of AR and VR in marketing, and finally made predictions on what awaits the technology in the future.

At this virtual meetup our speakers were:

Alexandr Velichko, CEO & Co-Founder at Yaskravo (SIMO AR)

Anthony Potikha, CEO & Founder at ARbrowser.co

Artem Batogovsky, CEO & Founder at VRNET

Mariia Tintul, Head of Business Development at WeAR Studio

Dmitry Kornilov, CEO & Co-founder at FFFACE.ME

Down below we will go into the key takeaways from the meetup. If you’re interested in hearing the full discussion, you can watch the recording.

AR and VR aren’t new technologies, but there’s still that feeling of innovation around them. You can already find brands successfully using these technologies in marketing. Yet there’s a lack of understanding surrounding AR and VR.

AR and VR are not one and the same. You have to look at each technology and each use case separately and whether or not it fits business goals and consumer habits. Our speakers agreed that when applying these technologies to marketing, it shouldn’t be taken out of the context of a product. There has to be a call-to-action and a story behind it, to seamlessly integrate it with the product.

Nowadays, there are already industries for which AR and VR have become must-haves. Good examples are real estate and construction companies for which the technology became a standard use.

There are other industries where AR and VR have seen a lot of success, such as navigation, gaming, communications (social media e.g. Instagram, Facebook, Tiktok etc.), retail (makeup, furniture etc).

Alexandr Velichko pointed out that the art industry had also seen an influx of AR and VR use. In his experience, museums that implemented virtual technology during the pandemic saw an increase of 30% in visitors after the lockdown.

Overall, COVID-19 lockdown made people more open to VR and AR. While there were a lot of events canceled and travel restrictions are still in place, brands had to find ways to engage customers. During the lockdown, visualizations, interactions with the external world for consumers are the most important features that brands can develop.

At the same time, brands shouldn’t be mindlessly chasing the hype. There has to be a solid place for AR or VR to be integrated into the product journey. If there is no need for it, there is no point in adding it.

Companies that have already implemented VR and AR into their marketing shouldn’t shy away from the standard metrics which are applied in marketing. Just because it’s a trendy technology, it shouldn’t be exempted from effectiveness metrics.

To stay informed about our future events and company news, follow us on Facebook or LinkedIn. Join our community of MarTech experts!

Fifth meetup of the Xenoss’s MarTech Discussion Club: MarTech stack used by advertisers in Ukraine

In partnership with UIA, Xenoss held the fifth virtual meetup of the MarTech Discussion Club on October 22.

MarTech Discussion Club exists to bring the local MarTech and AdTech communities together to exchange ideas, experiences, and knowledge.

Our speakers Andriy Skotsyk, CMO of Ukrposhta, one of the biggest delivery services in Ukraine, and Daria Trokhina, Deputy CMO at Raketa, a food and groceries delivery company, talked about their MarTech stack strategy, key upcoming MarTech stack trends, marketing technologies for different industries, and shared tips on how to choose your own MarTech stack.

You can watch the full discussion on our YouTube channel at this link. Below are the main takeaways from the meetup.

Andriy Skotsyk described how Ukrposhta had built their MarTech stack from the ground up. Being one of the biggest delivery services in Ukraine, their marketing strategy entailed the use of both paid and in-house media solutions. Andriy emphasized the use of custom-built chat-bots for customer conversion.

Ukrposhta’s future MarTech strategy involves working with big data and implementing online polls. Seeing as Ukrposhta has an access to a large amount of first-party data, they seek to leverage it to provide better services to customers, including improved personalization.

For many startups companies, the issue of choosing the right MarTech stack is a pressing one. As someone who has worked in multiple startups, Daria recommends small companies to first assess marketing goals and understand that each level of the sales funnel has it’s MarTech tools.

The discussion touched upon the rise of AI and NLP in marketing technologies. However, both speakers have agreed that it’s too soon to talk about widespread use. AI is still not advanced enough to produce accurate and relevant results, but the promise is there.

Outlining the key trends for 2020-2021, it’s clear that MarTech is moving towards consolidation and companies are striving to provide an all-in-one solution. Besides that here are the trends to consider:

– Integrations and API. Andriy believes that everything should eventually work through API.

– Hyperpersonalization and omnichannel marketing.

– Strategy-first approach to MarTech stack. In Daria’s opinion, a strategy shouldn’t be the only goal. Companies should dedicate at least 20-30% of the budget for testing various technologies.

– AI, Machine Learning, and Big Data. However, for now, there aren’t yet any local companies that are able to fully utilize and leverage those technologies.

To stay informed about our future events and company news, follow us on Facebook, LinkedIn, or Twitter. Join our community of MarTech experts!

 

 

Xenoss to participate at AdExhanger’s Programmatic I/O 2020

Xenoss team will be participating in the annual AdExhanger’s Programmatic I/O conference. This event attracts thousands of leading experts in the AdTech industry, publishers, advertising agencies, and marketing executives. Programmatic I/O 2020 will be held virtually for six days: Oct. 5, 7, 13, 15, 19, and 21. 

This year’s summit will focus on several areas such as Programmatic Essentials for Buy and Sell Sides, Identity & Data, and Brand Story Spotlights. The speakers will cover the latest programmatic media buying trends from the leading researchers and analysts. 

Xenoss will be represented by our executive team: Dmitry Sverdlik, CEO and Vova Kyrychenko, CTO. Xenoss is excited to attend this year’s event and participate in discussions, share knowledge, and network with ad tech professionals. 

About Xenoss

Xenoss is a MarTech software consulting and development company headquartered in New York and with R&D centers located in Kyiv and Kharkiv, Ukraine. They help clients build custom MarTech/AdTech software products for marketing automation, audience behavior tracking and prediction, fraud detection, programmatic media buying/selling and more. 

 

New meetup by Xenoss’s MarTech Discussion Club: Investing in MarTech startups

These are the highlights of the third virtual meetup of the MarTech Discussion Club organized in partnership with UIA and USF held on June 16.

The MarTech Discussion Club was created to bring the local MarTech and AdTech communities together to exchange ideas, experiences, and knowledge.

Our virtual panel shared thoughts and experiences on attracting investments in early-stage startups, building a startup in Ukraine, successful cases of Ukrainian startups, and much more. If you’re interested in hearing the full discussion, you can watch the recording. Below, we’ve outlined the main highlights.

When talking about the future of MarTech startups in Ukraine, our speakers agreed that while there are many possibilities and opportunities, much of the startup’s success depends on choosing the right target market. To become a Unicorn, a startup should aim for the global market, in some cases the US market exclusively. That said, testing a product is much easier locally. It’s worth noting, however, that many global markets already have solutions to the majority of problems, which is why the product has to be innovative enough to compete.

Oleksandr Sazonov, Co-Founder of Competera Pricing Platform, believes that there are many open opportunities for Ukrainian MarTech startups, but the founders need to think globally and build global products. Solutions that are developed in Ukraine are often done so without analyzing the global competition. In his opinion, finding investments is not an issue; the issue lies with the vision and the depth of understanding of the problem that the product is trying to solve.

It’s a challenge for many startups to scale up to the international market once they’ve established themselves locally. Victoria Umanska, Associate at bValue Venture Capital, argues that the cause is inflexibility of the companies, i.e. sticking to their existing business model when trying to expand globally. As a possible solution, she suggests National Partner programs. Although in general, you have fewer global prospects when branching out from the local market—unless your company started in the US. That being said, the US market is oversaturated, so it makes sense to look for opportunities and money in other countries.

Meanwhile, local startups are offering advertising products that are not in high demand in the Ukrainian market. Alexander Gorlov, a Managing Partner at CMS Group, claims that MarTech solutions from Ukrainian startups are too advanced for local advertising agencies. He says there’s no point for advertisers to use innovative, complicated MarTech technologies when good old Facebook or Google Ads cover all their needs and get the job done.

As for attracting investors and early-stage funding, startups need to consider whether the problem their product is solving is universal. Success in one market doesn’t translate to success in another. Of course, if you seek funding for a local product, then you’ll only find local investments. Dmytro Bilash, Co-Founder of Captain Growth, says that the MarTech industry is very fragmented, vertically. Ukrainian market is growing and consolidating, you can find client companies to buy your software. But it’s better to aim globally. After all, just because you’re making a product for a global market, doesn’t mean you can’t have local clients.

To sum up, our speakers had an optimistic forecast for the MarTech startup scene in Ukraine. Most of them have invested in or are willing to invest in local startups.

To stay informed about our future events and company news, follow us on Facebook or LinkedIn. Join our community of MarTech experts!

Xenoss holds a meetup of the Martech Discussion Club

Last Thursday we at Xenoss and InAU held our second virtual meetup of the MarTech Discussion Club dedicated to Trends in Programmatic Advertising. We brought together representatives of the leading AdTech companies to discuss key changes and trends in the industry and the future of the programmatic ecosystem. This was our second webinar that aims to build a strong MarTech/AdTech community and discuss the issues relevant to the industry.

In case you missed the webinar, no worries! You can catch up by watching the recording. Besides that, we highlight the main discussion points below.

Currently, the hype around OTT advertising is growing. However, Yuriy Gorokhov, CTO at Adtelligent, Inc., expects the OTT market to fall sharply in the next couple of years, following the same route as video advertising a few years ago. He attributes the downturn of programmatic video advertising to ad fraud. Seeing as OTT has even fewer means to prevent invalid traffic, he predicts it will follow the same path as video advertising and will start to decline.

It’s evident that new technologies and formats in AdTech tend to follow the same pattern of reaching their peaking hype and then collapsing. According to Vova Kyrychenko, CTO and Co-Founder at Xenoss, this happens due to historical over-expectations that are prevalent in AdTech. All players in the industry, from advertisers to publishers, often have an overly simplistic perception of ad technologies, while the only thing that’s simple about it is ad fraud.

While there are automated means of preventing ad fraud, their results are not perfect. For companies utilizing programmatic advertising, any ad fraud prevention should involve manual work such as analytics performed by media buying agencies, fraud analytics companies, etc. In the opinion of Aleksey Lyah, co-owner of newage.agency, there are no automated algorithms to solve this problem long-term.

For a while now, the industry has been abuzz with the news of Google phasing out cookies and other companies following suit. The implications of such drastic change have been widely discussed, but nothing can be said for certain until the industry sees how the “cookieless” world is realized. Currently, the best way to prepare is to test solutions as updates are rolling out and pay attention to alternative or new technologies that are on the market.

As for the future of programmatic, the panelists of our MarTech Discussion Club believe that the industry will continue its growth. With big companies adopting more transparency and control and analytics and tracking tools becoming more sophisticated, we will see an increase in traffic quality, says Stanislav Telpis, CCO of Admixer Ukraine.

The industry is yet to experience any real consequences of new privacy policies, but the Western market is likely going to quickly recover. First-party data will see an increase in demand as a result of third-party cookies phasing out. It’s expected that big platforms are going to expand with their own programmatic solutions since the Internet is becoming less segmented.

Overall, the outlook on the future of Programmatic is quite optimistic. Advertising budgets will increase since programmatic solutions are viable and have the capability to meet the needs of all clients.

Stay tuned to participate in our future events!

Xenoss starts building the local MarTech community

On June 4, we at Xenoss held our first virtual meetup of the MarTech Discussion Club dedicated to “The Future of MarTech”, organized in partnership with the Internet Association of Ukraine (InAU). The goal of our meetups is to not only educate and share knowledge but also build a strong local community of MarTech professionals that is able to drive change and keep up with the rapidly evolving industry.

Our team gathered leading industry experts to discuss the latest trends and advancements in marketing technology. Our guest speakers were:

Today we are bringing you the most important highlights from our discussion. If you’d like to join our virtual meetup next time, be sure to follow us on social media (FacebookLinkedIn) for swift updates about future events. You can also watch the recording of the meetup on our YouTube channel.

When we are talking about MarTech solutions, they ought to be considered as a complementary service rather than the end goal of marketing. Dmitry Sverdlik outlined buyer behavior trends that are changing modern marketing strategies and consequently inspiring innovative Martech. According to Dmitry, the trends that are shaping the industry are:

– influence marketing software

– multi-channel marketing hubs

– hypersegmentation and precise targeting

– big data and smart analytics

– programmatic DOOH

– dynamic creative optimization

– retention technology

– augmented reality

Wi-Fi advertising is a relatively new technology and it has found a large number of applications within MarTech. What Wi-Fi advertising does, is it enables brands to reach highly engaged mobile audiences while they are connected to a Wi-Fi network. The main goals of Wi-Fi advertising are consumer feedback, data congregation, analysis of location traffic, and contact with the audience prior to Wi-Fi network connection.

As an expert on this technology, Maksim Kazmin, detailed the full scope of capabilities Wi-Fi advertising can provide. For example, hotspot technology WIFIBAR uses can provide advanced targeting based on time, device type, location, frequency, location segment, geo-targeting, OS, interests, social demographics, retargeting, and price range of the device.

The method on which WIFIBAR’s technology operates is at first, as the user connects to the network an unskippable 7-second banner is displayed followed by another banner that gives the user two buttons – one to connect to the network immediately and the other to go to the advertiser’s page.

Maksim also mentioned WIFIBAR’s success in adapting its technology to work with mobile internet such as 3G/4G, which they were able to achieve by partnering with a mobile services provider. Despite the current situation, where people are spending less time outside, consequently using public Wi-Fi hotspots less, this technology is still adaptable and can work with mobile networks as well.

Social media monitoring has evolved over the years and transformed from social media listening to social media intelligence. While the first-ever monitoring platforms were able to just gather data by keyword mentions, a social media listening platform is able to provide advertisers with analytics and insights including tone, demographics, spikes in mentions, etc. But listening platforms are not able to offer any context.

With that in mind, Tetiana Kutsa spoke on a relatively new area of social media intelligence and its capabilities based on practical examples. Social media intelligence is able to deliver insights into the context of mentions and discussions of a particular brand or keyword. While previously, monitoring platforms were able to only analyze brand logos in images, now almost every aspect of the image can be processed and identified.

Drawing upon marketer feedback, Tetiana expects social media intelligence platforms to not only provide analytics but also make recommendations or even calls to action.

Social distancing brought along some changes in social media marketing. According to Max Pecherskyi, small businesses primarily remained unchanged in their approach. While ad agencies didn’t seem to know how to act at first, they later reacted by pushing the idea of going digital-first and sales to small businesses. And big enterprises slowed down business negotiations with PromoRepublic, yet resumed them within a month, which shows that big brands understand the importance of constantly reminding consumers of their business.

The webinar concluded with a final Q&A with the speakers. We thank our guests for sharing their insights and helping the Martech community stay on top of the challenges and changes in the robust Martech ecosystem.

For us, this is just the beginning and the first among many Martech community events we’ll be organizing. Stay tuned for updates on what’s next!