Neustar and Thunder join forces to deliver better customer experiences, powered by people-based intelligence

SAN FRANCISCO, Aug. 28, 2018 (GLOBE NEWSWIRE) — Thunder Experience Cloud, the leader in people-based ad serving, and Neustar Marketing Solutions (a division of Neustar, Inc.), the leading unified marketing intelligence platform for marketers, today announced the integration of Thunder’s people-based ad server with the Neustar Identity Data Management Platform (IDMP) and the Neustar MarketShare solution. The partnership will enable brands and agencies to quickly customize ad creatives to each customer, as well as measure performance for real-time optimization.

Thunder’s dynamic creative optimization (DCO) solution is a people-based, dynamic ad server that enables advertisers to factor in data signals such as CRM, weather, device type, time, media exposure, and now, audience data from large Data Management Platforms (DMP) like Neustar.

Customers of Neustar and Thunder will be able to target creative messaging for individual, real people and audience segments across digital channels such as display, video and mobile. By synchronizing people IDs on the open web, they can achieve a higher level of personalization, consistency and accuracy, eliminating irrelevant or redundant advertising.

In addition, Thunder’s people-based Experience Measurement solution tracks the performance of ads from exposure to viewer to conversion to allow for a high level of optimization. From there, joint customers can quickly and easily activate media by person tracked on the open web through the Neustar IDMP. This people-based data set will also be integrated within the Neustar IDMP and the Neustar MarketShare solution.

“Advertisers must be able to have a clear view of how their marketing performs across channels – which creatives and messages are being shown to whom, when and where. Neustar is dedicated to giving the industry access to independent and accurate media exposure data, ensuring brands and agencies have the tools they need for personalized, measurable experiences at scale,” said Steve Silvers, General Manager, IDMP, Neustar.

“There is no excuse for a bad ad,” added Victor Wong, CEO of Thunder. “This integration is another step toward ensuring every ad meets the highest standard of relevancy, frequency and impact, ultimately creating a better customer experience.”

About Thunder:
Thunder solves bad ads. Thunder Experience Cloud enables enterprises to produce, personalize, and track their ads cross-channel to achieve the right consistency, relevancy and frequency. Consumers maintain privacy, publishers safeguard data, and brands gain transparency through Thunder for a better ad experience for all.  To learn more visit:

About Neustar Marketing Solutions
Neustar, Inc. helps companies grow and guard their business in a connected world. Neustar Marketing Solutions provides the world’s largest brands with the marketing intelligence needed to drive more profitable programs and to create truly connected customer experiences. Through a portfolio of solutions underpinned by the Neustar OneID® system of trusted identity and through a privacy by design approach, we enhance brands’ CRM and digital audiences, enable advanced segmentation and modeling, and provide measurement and analytics all tied to a persistent identity key. Neustar’s position as a neutral information services provider, and as a partner to Google, Facebook and Amazon, provides marketers access to the most comprehensive customer intelligence and marketing analytics in the industry. More information is available at

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Thunder Unveils Experience Cloud, Appoints BJ Fox as VP of Engineering

thunder creative management platform press

San Francisco, CA – (Feb 21, 2018) – Thunder, the original and leading Creative Management Platform (CMP), today announces it has expanded its offering to three enterprise products: In addition to its Creative Management Platform, Thunder now also offers Dynamic Creative Optimization and Experience Measurement. In addition, the company has added industry veteran BJ Fox to manage and scale product development. Fox brings over 20 years of experience across Internet-based software companies, ranging from startups to large enterprise companies.

The Thunder Experience Cloud is comprised of:

  • Creative Management Platform (CMP)
    • Thunder’s CMP enables users to produce brand experiences across channels and traffic them to the appropriate media platforms.
  • Dynamic Creative Optimization (DCO)
    • Thunder’s DCO personalizes and optimizes brand experiences to increase conversions and media efficiency.
  • Experience Measurement
    • Tracks and measures a brand’s customer lifetime experience, decreasing media waste and improving understanding of how ads work through creative, media and exposure data.

“We are excited to bring BJ on board as we roll out the Thunder Experience Cloud,” said Victor Wong, CEO of Thunder. “His experience in building and managing large engineering teams will be a major asset as we take our platform to the next level of scale and innovation.”

In his new role, Fox will be responsible for overseeing and growing the product development team for Thunder, which expects to grow headcount by 25% in the coming months alone.

Previously, Fox was vice president of engineering at Getjar, a late stage venture-backed mobile ad network that sold to Sungy Mobile before working at Glympse, the popular consumer app for location sharing where he built out the company’s enterprise offerings for Fortune 100 customers and partners. Prior to that, Fox was director of software development at Microsoft, where he held key roles in Windows Azure, Research, and Xbox, managing a team across three continents while driving the initial launch of Windows Azure. He also served as chief architect of Signio, an angel-funded payment startup that was purchased by VeriSign in 2000 for $820M. Most recently, he was vice president of engineering at Xevo, a connected car platform for the auto industry.

Fox said, “Thunder has long been an industry leader; the first Creative Management Platform, it is now paving the way for true people-based marketing with Experience Measurement. I have tremendous respect for Victor and am thrilled to join his team of boundary-pushing thinkers and innovators.”

About Thunder:

Named one of Forbes’ 100 Most Promising Companies in America, Thunder powers ad creative personalization, decisioning and analytics for advertisers, agencies, and publishers across the globe.

Thunder Experience Cloud enables brands to personalize, optimize, and connect ad experiences cross-channel for people-based marketing. Leading brands such as Anheuser-Busch and McCormick rely on Thunder for its creative management platform, dynamic creative optimization and experience measurement to increase conversions and decrease media waste.


Press Contact:
Cassady Nordeen
Blast PR on behalf of Thunder

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Thunder January Press & News Roundup

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To achieve a better ROI from their data-driven ad technologies, brands and advertisers need to leverage the audience data from their DMP, strategize creatively around it, and execute that strategy across different audiences. Victor Wong offers Thalamus his take on the current challenges and future of the programmatic creative revolution.

Though automating marketing functions typically improves efficiency and performance for digital campaigns, human intervention still plays a vital role in its success. Learn why marketers should avoid forgoing human touch entirely within programmatic advertising in the $200M automation mistake that could happen to your brand.

January is a time of reflection and prediction. In Marketing, By the Numbers, Rob Lennon offers his thoughts on the proliferation of ad blocking and what we can do to combat it.

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Thunder December Press & News Roundup

thunder creative management platform press

Creative fatigue is costing you more than you think. Facebook heavily penalizes advertisers for failing to refresh your ad creatives. Even for high performing ads, ad fatigue can quickly set in, leading to higher advertising costs and a negative ROI. Here are seven ways to stop creative fatigue from killing your Facebook advertising budget.

The path to brand loyalty is no longer a funnel. In fact, there is no set path. Like the newcomers in HBO’s new hit show, Westworld, brands need to focus on creating marketing moments to engage customers with the brand’s storyline. Victor Wong writes on MediaPost examining what ‘Westworld’ teaches marketers about the customer journey.

And finally, to kick off 2017, we’d like to share a few of Victor Wong’s predictions for digital marketing this year, including increased use of CRM data onboarding and death of expandable ads.

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Thunder November Press & News Roundup

thunder creative management platform press

When deciding between programmatic creative approaches, advertisers face the marketer’s ‘trilemma’; marketers need to find a balance among personalization, experience, and cost. CEO Victor Wong writes on discussing what’s at stake and how to overcome the creative trade-offs.

The majority of advertisers show the same generic, generalized creative to all audiences. A targeted creative strategy requires creating a cohesive story, but in a personalized way. As the world gets smaller, Victor Wong examines why global brands need to start thinking small in their large advertising campaigns.

With the recent founding of the Coalition for Better Ads and Google’s announcement to crack down on intrusive ad formats in 2017, LEAN ads (light, encrypted, ad choice supported, non-invasive ads) are more important than ever before. Victor Wong published a piece on MarTech offering five tips for creating consumer-friendly programmatic ads.

Personalization is critical to boost ad performance, but if marketers use the tactic incorrectly, they could immediately rub customers the wrong way. Victor Wong gives four tips for personalizing ads without being creepy.

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Sara Keesler Wins Bronze Stevie® Award In 2016 Stevie Awards For Women In Business

Women Around the World Recognized at Event in New York City

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SAN FRANCISCO, CA – November 21, 2016 – Sara Keesler, Senior Lead Software Engineer at Thunder, has been named the winner of a Bronze Stevie® Award in the Employee of the Year – Business Services category in the 13th annual Stevie Awards for Women in Business.

The Stevie Awards for Women in Business are the world’s top honors for female entrepreneurs, executives, employees and the organizations they run. All individuals and organizations worldwide are eligible to submit nominations – public and private, for-profit and non-profit, large and small. The 2016 awards received entries from 31 nations and territories.

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Thunder Named Finalist In 13th Annual Stevie® Awards For Women In Business

Sara Keesler, Thunder’s Senior Lead Software Engineer, Named Finalist For Stevie Awards For Women In Business

thunder creative management platform press

SAN FRANCISCO, CA – October 6, 2016 Sara Keesler, Senior Lead Software Engineer at Thunder, was named a Finalist in the Employee of the Year – Business category in the 13th annual Stevie® Awards for Women in Business, and will ultimately be a Gold, Silver, or Bronze Stevie Award winner in the program.

The Stevie Awards for Women in Business honor women executives, entrepreneurs, employees and the companies they run – worldwide. The Stevie Awards have been hailed as the world’s premier business awards.

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Thunder September Press & News Roundup

thunder creative management platform press

To successfully execute cross-platform digital campaigns, different creative messages and variations must be produced to target different audience segments. Yet, two of the industry’s biggest players are falling short of meeting those needs. CEO Victor Wong writes on iMedia discussing how Google and Adobe are failing brand marketers.

Though brands and advertisers have done an excellent job effectively reaching the right people at the right time, most campaigns fail to deliver the right message. In The Makegood’s People of Ad Tech interview, Bill Brazell, WIT Strategy Partner, interviews Victor Wong to discuss why the real problem is the widespread failure to customize ads.

Lastly, Thunder teamed up with its global DSP and programmatic exchange partners to conduct a study on viewability and load times. After studying billions of impressions, they discovered that beyond simply improving the ad experiences for consumers, faster load times dramatically affect viewability rates.

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Thunder May Press & News Roundup

Thunder Creative Management Platform Ad Industry Press RoundupNews of Thunder’s rebrand continued to gain press coverage in May: PaperG brings the Thunder. In addition to the rebrand, Thunder received media attention from launching Facebook Powerplus, enabling marketers to execute consistent messaging across display and social advertising.

Victor Wong also wrote a piece on MarTech Advisor offering marketers practical creative optimization tactics and best practices for display advertising campaigns.

In other company news, Thunder was featured in 5 Companies Who Play the Perks Card Right. Company culture is one of Thunder’s top priorities. Providing employees benefits and perks (such as free food and unlimited vacation) has enabled Thunder to attract and retain top level talent.

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Thunder April Press & News Roundup

Thunder Creative Management Platform Advertising Press Roundup

April was the beginning of a new era for PaperG.

PaperG officially rebranded as Thunder, reflecting our evolution into the next generation Creative Management Platform. The name “Thunder” is derived from the concept of perfectly synchronized campaigns, similar to “rolling thunder,” building in strength as they move through time and distance.

At the same time, Thunder also launched Facebook PowerPlus, making Thunder the first Creative Management Platform to enable marketers to simultaneously build and edit cross-channel display and social ads.

See what the press had to say about the rebrand!

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PaperG Rebrands to “Thunder” as it Unveils PowerPlus for Facebook

Thunder Advertising - Programmatic Creative

Thunder is the First Solution Enabling Brands to Simultaneously Build, Edit and Preview Creatives Across Display and Social — New Identity Reflects Company Mission to Optimize Creative Ads Across Channels

San Francisco, CA – (April 25, 2016) – Effective today, PaperG, the original and leading Creative Management Platform, announces it has changed its name to Thunder. Additionally, the company has unveiled the first-ever solution for marketers to build, edit and preview creatives across display and social creatives in one interface, called PowerPlus for Facebook.

The concept of perfectly synchronized campaign waves is analogous to “rolling thunder,” which is both a natural concept and a term used by marketers to describe how thunderstorms and campaigns build in strength and power as they successfully move through time and distance. It is also part of the thinking that led the company and its board to rename and reposition PaperG as Thunder.

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PaperG March Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

As programmatic continues to see explosive growth, a new job title—creative planner—has emerged. CEO Victor Wong published a piece on examining how this role is the direct and needed counterpart to the media planner in Why 2016 Is The Year Of The Creative Planner.

Victor Wong also offered Marketing Dive his insights on Facebook Atlas’ decision to pursue native and video ads, as well as the overall future of banner ads and display advertising.

Sr. Product Marketing Manager Rob Lennon was featured on the Thalamus blog, providing color on PaperG’s technology and vision on programmatic creative in Creating the Future: PaperG And The Evolution Of Programmatic Creative.

And finally, the news you’ve all been waiting for…*drum roll*…Victor Wong was awarded the DMNews Marketing And Tech Innovation Award For Programmatic Prognosticator! This award honors an individual who takes an innovative approach to leveraging programmatic marketing. Victor received this honor on March 10 following the 2016 Marketing & Technology Summit. A huge congratulations to Victor!

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PaperG CEO Named “Programmatic Prognosticator”

Victor Wong Receives 2016 DMNews Marketing & Tech Innovation Award

Thunder formerly PaperG Press Release

NEW YORK, NY — (Marketwired — March 11, 2016) — PaperG, a creative management platform that makes it possible for publishers, agencies and advertisers to match creative executions to the increasing variety of targeting segments and ad formats, today announced that its CEO and co-founder, Victor Wong, has been awarded the DMNews Marketing and Tech Innovation award for Programmatic Prognosticator. The award honors an individual who takes an innovative approach to using programmatic marketing to get the attention of the right customers and prospects, engaging them, personalizing their experience, and driving action as a result. Wong received this honor at the DMNews cocktail reception on March 10 following the 2016 Marketing & Technology Summit.

The DMNews Marketing and Tech Innovation Awards honor the most innovative strategies, platforms, and people in marketing across a wide range of marketing strategies: mobile, social, email, marketing automation and analytics.

“It’s an honor to be recognized by peers in the ad tech community for making an impact in programmatic marketing,” said Victor Wong, CEO of PaperG. “Since day one, the PaperG team has worked together to create a cross-channel platform that solves creative challenges by empowering publishers and brands to drive the best results through automation.”

Entries were judged by the DMN and The Hub editorial staff, and leading analysts and senior marketers including past winners of MTIA, 40 Under 40, and Marketing Hall of Femme.

About PaperG
Named one of Forbes’ 100 Most Promising Companies in America, PaperG was founded to help the “paper generation” move print advertising online. Now years later, PaperG is helping agencies and brands take another step forward by eliminating the high costs and lengthy turnaround time associated with display ad creative. The PaperG creative management platform is built by leading technologists, including engineers from Microsoft and Amazon, who are dedicated to improving the digital advertising experience for all. PaperG has offices in San Francisco and Seattle.

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PaperG February Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

As programmatic creative continues to take the spotlight across the advertising industry, PaperG’s technology was highlighted in the exploration of Is The Creative Of The Future A Computer?

At the same time, a human’s touch is imperative to achieve creativity and boost campaign results. PaperG CEO Victor Wong published a piece on AdExchanger about the need to re-evaluate collaboration across organizations: Creative And Media Are Talking But They’re Missing The Point.

Happy Leap Year! With one extra day this year, Rob Lennon, Sr. Product Marketing Manager, weighed in on how advertisers can make Leap Day count in More Than An Extra Calendar Day, Leap Day Is A Rare Marketing Opportunity.

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PaperG January Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

With the new year ahead of us, January was a busy month full of 2016 predictions and tips for PaperG.

PaperG CEO Victor Wong was published on iMedia to discuss the need for collaboration and creative consistency for programmatic campaigns: 3 Huge Ad Management Issues Marketers Need To Fix.

Victor Wong also offered Huffington Post insights on his own top leadership strategies: The Leadership Game Plan: Why Victor Wong, PaperG CEO, Focuses On Adding Value.

With the Super Bowl right around the corner, Rob Lennon, PaperG Sr. Product Marketing Manager, predicts that marketers will bring a Super (Real-Time, Hunky, And Socially Progressive) Bowl this year.

Victor Wong offered his top 2016 predictions for mobile advertising trends and what’s in store for programmatic, while Rob Lennon offered his thoughts on how to better manage programmatic campaigns and how to truly become cross-screen.

And finally, Marketing&Tech Innovation Awards announced Victor Wong as a finalist under the “Programmatic Prognosticator” category. Winners will be announced Thursday, March 10. Fingers crossed!

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PaperG October Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Ad Industry Press Roundup

October has been an exciting month in the news at PaperG.

PaperG CEO Victor Wong was featured on MediaPost to answer the question: What’s Stopping Advertisers from Matching the Creative to the Programmatic Targeting?

Victor Wong was also published on with tips for getting past the gatekeepers: How Ad Design Affects Ad Blocking.

News of our $5 million Series B round of funding hit the pages of AdExchanger. Ad tech veteran Joe Zahtila was announced as PaperG’s new CRO. Read the press release here.

In keeping with the Halloween spirit, we also weighed in on Wants to Know: What Do Marketers Fear the Most?

And on top of all that, we published our most recent eBook, The Essential Guide to Programmatic Creative Technologies, which you can download for free.

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PaperG Secures Another $5M from Top U.S. and Asian Investors to Accelerate the $53 Billion Global Programmatic Opportunity

Series B Investors Include AppNexus CEO, KLP Enterprise (Pritzker family), Wavemaker Partners, WI Harper Group

San Francisco, CA–(DATE, 2015) Today, PaperG, a creative management platform that makes it possible for publishers, agencies and advertisers to match creative executions to the increasing variety of targeting segments and ad formats, announced it has secured an additional $5M USD in funding from a roster of well known U.S. and Asian investors, including KLP Enterprise (Pritzker family), Wavemaker Partners and WI Harper Group, along with Brian O’Kelley (CEO of AppNexus). The investment supports what all believe is the market’s best platform for global brands, agencies and publishers seeking to meet the exponential demand for ad creative, as the power of ad targeting and the number of ad formats have risen dramatically over the years.

Uniquely, the technology behind PaperG offers new capabilities that enable users to generate multiple versions and sizes of an ad creative. It also streamlines an extremely labor intensive and costly process by automating the ability for brands to build and adapt creative to match highly individualized audiences in the format most appealing to each.

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PaperG September Press & News Roundup

Thunder (formerly PaperG) Creative Management Platform Press Roundup

The industry news cycle in September focused heavily on concerns about the death of Flash in display advertising. PaperG CEO Victor Wong looked at the market forces behind the event that was ten years in the making in his AdExchanger contribution Flash In the Pan: Historical Lessons of Adobe’s Macromedia Acquisition.

That aside, we dove in to help organizations transition their advertising from Flash to HTML5. The pages of The Makegood featured Melody Yan, our senior account manager who provided Four Ways to Prepare for the Post Flash World. You may have seen Melody’s related resource on this blog: Transitioning Display Ads from Flash to HTML5 – A Comprehensive FAQ.

To round things out, AdWeek’s Chris Heine profiled PaperG in his exploration of Why Creative Programmatic Ads Are Attracting Brand Marketers and Tech Investors, and our research into maternity and paternity leave at startups brought the attention of in the article Retaining Top Talent: 3 Startup Perks That Work.

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PaperG “Ad Sales Exec” Survey Reveals Online and Mobile Display Advertising Trump Facebook with Local Advertisers

SAN FRANCISCO, CA – October 16, 2012 – PaperG, a San Francisco based local display advertising technology company, has released the results of its first “Ad Sales Executive” survey, evaluating the future of digital advertising sales from the view of sales executives at local newspapers, directories, broadcast stations and other media nationwide.

The adoption of digital is apparent and a move towards mobile is inevitable: 94% of advertisers are interested in mobile advertising and over 90% of sales executives are optimistic about sales for mobile display advertising. The survey establishes a continued push towards display ads as 94% of respondents will be offering online display ads to their clients and 86% will be offering mobile display ads in Q4. Only 34% of respondents will offer Facebook ads.

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PaperG Exhibits at the NAB Radio Show and Announces Audience Extension Product

PaperG is exhibiting at the NAB Radio Show, which starts today, in Dallas, TX. If you’re visiting the show this year, make sure to stop by our booth while you’re browsing through the exhibits — our booth is #511. This year, we’re taking to the floor with our Audience Extension product announcement in tow.

Audience Extension provides publishers, like local broadcast stations, the capability to sell to local advertisers specific online audience segments beyond their own website. PlaceLocal’s Audience Extension automatically suggests the most relevant audience segments based on who the advertiser is. More than 1,000 local advertisers rely on PlaceLocal’s Audience Extension capability and access the technology through PaperG’s partners including Emmis Communication and Granite Broadcasting Corporation. These partners have experienced stellar results, delivering hundreds of millions of highly targeted ad impressions to their advertisers each month since launching the audience extension product.

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