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Advertising Beyond Google: Are Bing PPC Ads Worth It?

When it comes to search ads, Google Ads are everyone’s first thought and typically their first investment. This makes sense: Google still dominates more than 92% of all search traffic, so it’s where most advertisers will naturally gravitate. But what about other PPC search ad options? Bing Ads, for example, work on a similar auction system, just like Google Ads, and they allow advertisers to show relevant ad campaigns to users who are typing in the right keywords to trigger them.

Spotlight

AudienceScience

AudienceScience is the world's first Advertising Automation solution delivering simplicity, effectiveness and accountability at scale for global advertisers and agencies. The AudienceScience® Helios technology integrates the numerous siloed tools used to drive digital ad impressions and end actions into a single solution which enables a marketer to maximize the performance of every advertising dollar.

OTHER ARTICLES
Social Media Advertising

Useful Advertising Tips That Will Boost Your eCommerce Business

Article | July 13, 2022

E-Commerce is a great boon for entrepreneurs who have a small business and the means to set up their website. Selling online allows you to reach a wider audience, gain valuable experience in running a business, and even make a profit. One of the most important things you will need to know about e-commerce marketing is that there are many different ways to advertise your product or brand. Here are some advertising tips to keep in mind to increase your sales and attract more customers. Social Media Marketing Find the best social media sites for your business and use them to market yourself in creative ways. For example, Facebook has the popular “like” button which you can use to target potential consumers specifically. Also, consider getting an endorsement from someone famous on Twitter or marketing your product via sponsored tweets with larger companies who have millions of followers! As indicated in this eCommerce advertising guide, never underestimate the power of social media in today’s world because it is so accessible to anyone. If done correctly, this tactic can gain you a lot of exposure in a short amount of time. You just have to be smart about it. Pay Per Click (PPC) PPC is an effective way to get your website noticed immediately. It’s no wonder that so many e-commerce businesses use this advertising tip. When you see a PPC advertisement, it sticks out like a sore thumb and piques the curiosity of Internet users who are searching for products similar to yours. It’s an easy and clever way to get noticed. The best part about these ads is that you only pay when someone clicks on your ad, as opposed to paying for advertisements in traditional print media which remain visible regardless of whether or not anyone sees them. This way you know your money is being well-spent on ads that are generating sales.

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Advertiser Campaign Management

Ghost Ads and Bidding to Measure Incrementality

Article | July 19, 2022

Marketers and agencies must investigate the relevant counterfactual to advertising exposure to assess advertising effectiveness. Ghost ads can compare exposed and non-exposed consumers to measure ad-related behavior changes. What are Ghost Ads? Ghost ads are a great way to measure ad effectiveness or incrementality (the lift or increase in desired outcome through marketing) because they allow brands to see how their ad is received by two distinct consumer groups: those targeted and those who would have seen it organically. Leveraging Ghost Ads for Causal Ad Measurement: Here is why leveraging ghost ads to measure ad-related behavioral changes is a great idea: You don’t need to invest additional funds to create a control group You can have extensive reach within the DSP (demand-side platform) You can measure behavior for all formats such as mobile, audio and CTV Ghost Bidding: Mapping Consumer Behavior: In ghost bidding, a DSP platform accepts auctions for ad placements on publisher websites/apps/connected devices and bids on them. It records whether the auction was won (and the ad displayed). Before bidding, the platform assigns the user ID to a control or exposed group. For control group users, the bid is withdrawn so that no ad was shown during the study. This creates two identical groups, one that saw the ad and one that didn’t. You can then compare the test and control groups' website purchases, landing page visits, etc. Over a period of time, it is possible to record large effect sizes across several behaviors. A Large U.S-based Apparel Company Measured Their Ad Incrementality Using Ghost Ads: Using ghost ads and ghost bidding, a U.S based apparel company measured its ad incrementality. Over 21 million unique individuals saw the company’s ads over a 15 month period, for an average of around 35.4 ads per individual. The exposed group had a 1.42% greater chance of visiting the site, for a topline lift of 54.9%, compared to the ghost ad viewers. With this information, the company was able to optimize its advertising campaigns on the flu to have a bigger impact on its audience. Last Word: Cost-per-click, cost-per-site-visit, and other metrics used by marketers don't show any change in advertising behavior. Ghost Ads are the most cost-effective way to analyze digital marketing campaigns' causality.

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Ad Networks

Netflix Opens Doors to Ads After Subscriber Count Takes a Nosedive

Article | October 20, 2022

Netflix Takes an Unexpected Route Popular streaming giant Netflix’s subscriber count plummeted for the first time in a decade. After it announced the loss of 200K subscribers in Q1 of 2022, its stocks dipped more than 35%. In addition, a shareholder recently sued the platform for violating securities law after its subscriber growth reached an all-time low and the stock value crashed, making the picture bleaker. It’s not surprising that the platform had a change of heart about bringing advertising to its platform. The decision puts the platform in the same category as its competitors, HBO Max, Amazon’s Freevee, and Disney+, who want to offer cheaper, ad-enabled content to consumers. It also addresses the company’s issue of slow revenue growth. “Those who have followed Netflix know that I’ve been against the complexity of advertising and a big fan of the simplicity of subscription, But as much as I’m a fan of that, I’m a bigger fan of consumer choice.” co-CEO Reed Hastings What Do Advertisers Think? The advertising community had mixed reactions to the announcement. Long commercials are not an option on streaming platforms like Netflix. The ads run only for a few minutes every hour to retain the viewer experience. Despite this, advertisers are excited to target Netflix’s rich audience of over 200 million. There is no clarity on who will sell the ads and how the campaigns will be managed. Only time will tell how Netflix’s move will affect its subscribers and the advertising market. The company will keep ad-free tiers for subscribers who wish to enjoy high-quality ad-free content. It may change its subscription plans to offer low-cost plans with ads and minimize password sharing. There is no set timeline or regions decided for implementing these plans. The company hopes that this “consumer choice” to choose a cheaper plan will revive its subscriber growth graph. What Comes Next? Though Netflix has done the unexpected, it is giving well-established ad-funded broadcasters and streaming platforms a reason to worry. As of now, the potential for a low-cost VOD service equipped with ads is huge for advertisers. Once the plans are introduced, new audience profiles will emerge. Advertisers will want to understand and target them. As an ad platform, Netflix’s performance will only be understood through testing and learning.

Read More
Retargeting

What is Retargeting and How to Use it to Drive Your Growth

Article | June 13, 2022

What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online. Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement. But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way. They could be lost forever. Or — you could use retargeting to get them back to your site. That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI. Let’s get started. Quick Takeaways Only 2% of web users convert on their first visit to a website. Retargeted web visitors convert at a 70% higher rate. Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting. Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content. What is retargeting? So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later. It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet. Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you. Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement. Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it. Why Retargeting Needs to Be Part of Your Strategy Consumers actually like retargeted ads The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy. At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate. Here’s what it comes down to: retargeting doesn’t turn consumers off as long as it’s done ethically (AKA you’re only retargeting people when it actually makes sense and they’ve agreed to your privacy policy). In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher. Here’s what the numbers tell us: Retargeted ads earn a click-through rate 10x higher than regular display ads Retargeted website visitors are 70% more likely to convert 3 out of 4 consumers notice retargeted ads when they see them It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates. Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase. Where to Retarget Google and YouTube Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network. Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you? Facebook and Instagram Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram. Learn more about the Facebook Pixel here. TikTok TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas. For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience. You can get started at TikTok for Business. LinkedIn For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform. 3 Retargeting Best Practices Incentivize The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one). The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.” A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase. Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price. Personalize Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent. Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience. Leverage Content Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI? Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal. Content that can be effectively marketed through retargeting ads include: Blog articles How-to guides Checklists Webinars and video demos Ebooks and whitepapers

Read More
Social Media Advertising

AI Ad Campaigns for Improved Ad Targeting

Article | July 13, 2022

E-Commerce is a great boon for entrepreneurs who have a small business and the means to set up their website. Selling online allows you to reach a wider audience, gain valuable experience in running a business, and even make a profit. One of the most important things you will need to know about e-commerce marketing is that there are many different ways to advertise your product or brand. Here are some advertising tips to keep in mind to increase your sales and attract more customers. Social Media Marketing Find the best social media sites for your business and use them to market yourself in creative ways. For example, Facebook has the popular “like” button which you can use to target potential consumers specifically. Also, consider getting an endorsement from someone famous on Twitter or marketing your product via sponsored tweets with larger companies who have millions of followers! As indicated in this eCommerce advertising guide, never underestimate the power of social media in today’s world because it is so accessible to anyone. If done correctly, this tactic can gain you a lot of exposure in a short amount of time. You just have to be smart about it. Pay Per Click (PPC) PPC is an effective way to get your website noticed immediately. It’s no wonder that so many e-commerce businesses use this advertising tip. When you see a PPC advertisement, it sticks out like a sore thumb and piques the curiosity of Internet users who are searching for products similar to yours. It’s an easy and clever way to get noticed. The best part about these ads is that you only pay when someone clicks on your ad, as opposed to paying for advertisements in traditional print media which remain visible regardless of whether or not anyone sees them. This way you know your money is being well-spent on ads that are generating sales.

Read More
Advertiser Campaign Management

AI-Powered Creative: Get Higher ROI for Clients

Article | July 19, 2022

Marketers and agencies must investigate the relevant counterfactual to advertising exposure to assess advertising effectiveness. Ghost ads can compare exposed and non-exposed consumers to measure ad-related behavior changes. What are Ghost Ads? Ghost ads are a great way to measure ad effectiveness or incrementality (the lift or increase in desired outcome through marketing) because they allow brands to see how their ad is received by two distinct consumer groups: those targeted and those who would have seen it organically. Leveraging Ghost Ads for Causal Ad Measurement: Here is why leveraging ghost ads to measure ad-related behavioral changes is a great idea: You don’t need to invest additional funds to create a control group You can have extensive reach within the DSP (demand-side platform) You can measure behavior for all formats such as mobile, audio and CTV Ghost Bidding: Mapping Consumer Behavior: In ghost bidding, a DSP platform accepts auctions for ad placements on publisher websites/apps/connected devices and bids on them. It records whether the auction was won (and the ad displayed). Before bidding, the platform assigns the user ID to a control or exposed group. For control group users, the bid is withdrawn so that no ad was shown during the study. This creates two identical groups, one that saw the ad and one that didn’t. You can then compare the test and control groups' website purchases, landing page visits, etc. Over a period of time, it is possible to record large effect sizes across several behaviors. A Large U.S-based Apparel Company Measured Their Ad Incrementality Using Ghost Ads: Using ghost ads and ghost bidding, a U.S based apparel company measured its ad incrementality. Over 21 million unique individuals saw the company’s ads over a 15 month period, for an average of around 35.4 ads per individual. The exposed group had a 1.42% greater chance of visiting the site, for a topline lift of 54.9%, compared to the ghost ad viewers. With this information, the company was able to optimize its advertising campaigns on the flu to have a bigger impact on its audience. Last Word: Cost-per-click, cost-per-site-visit, and other metrics used by marketers don't show any change in advertising behavior. Ghost Ads are the most cost-effective way to analyze digital marketing campaigns' causality.

Read More
Ad Networks

Ad Networks for Publishers & Advertisers: Efficient Ad Buying & Selling

Article | October 20, 2022

Netflix Takes an Unexpected Route Popular streaming giant Netflix’s subscriber count plummeted for the first time in a decade. After it announced the loss of 200K subscribers in Q1 of 2022, its stocks dipped more than 35%. In addition, a shareholder recently sued the platform for violating securities law after its subscriber growth reached an all-time low and the stock value crashed, making the picture bleaker. It’s not surprising that the platform had a change of heart about bringing advertising to its platform. The decision puts the platform in the same category as its competitors, HBO Max, Amazon’s Freevee, and Disney+, who want to offer cheaper, ad-enabled content to consumers. It also addresses the company’s issue of slow revenue growth. “Those who have followed Netflix know that I’ve been against the complexity of advertising and a big fan of the simplicity of subscription, But as much as I’m a fan of that, I’m a bigger fan of consumer choice.” co-CEO Reed Hastings What Do Advertisers Think? The advertising community had mixed reactions to the announcement. Long commercials are not an option on streaming platforms like Netflix. The ads run only for a few minutes every hour to retain the viewer experience. Despite this, advertisers are excited to target Netflix’s rich audience of over 200 million. There is no clarity on who will sell the ads and how the campaigns will be managed. Only time will tell how Netflix’s move will affect its subscribers and the advertising market. The company will keep ad-free tiers for subscribers who wish to enjoy high-quality ad-free content. It may change its subscription plans to offer low-cost plans with ads and minimize password sharing. There is no set timeline or regions decided for implementing these plans. The company hopes that this “consumer choice” to choose a cheaper plan will revive its subscriber growth graph. What Comes Next? Though Netflix has done the unexpected, it is giving well-established ad-funded broadcasters and streaming platforms a reason to worry. As of now, the potential for a low-cost VOD service equipped with ads is huge for advertisers. Once the plans are introduced, new audience profiles will emerge. Advertisers will want to understand and target them. As an ad platform, Netflix’s performance will only be understood through testing and learning.

Read More
Retargeting

What is Retargeting and How to Use it to Drive Your Growth

Article | June 13, 2022

What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online. Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement. But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way. They could be lost forever. Or — you could use retargeting to get them back to your site. That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI. Let’s get started. Quick Takeaways Only 2% of web users convert on their first visit to a website. Retargeted web visitors convert at a 70% higher rate. Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting. Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content. What is retargeting? So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later. It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet. Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you. Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement. Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it. Why Retargeting Needs to Be Part of Your Strategy Consumers actually like retargeted ads The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy. At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate. Here’s what it comes down to: retargeting doesn’t turn consumers off as long as it’s done ethically (AKA you’re only retargeting people when it actually makes sense and they’ve agreed to your privacy policy). In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher. Here’s what the numbers tell us: Retargeted ads earn a click-through rate 10x higher than regular display ads Retargeted website visitors are 70% more likely to convert 3 out of 4 consumers notice retargeted ads when they see them It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates. Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase. Where to Retarget Google and YouTube Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network. Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you? Facebook and Instagram Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram. Learn more about the Facebook Pixel here. TikTok TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas. For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience. You can get started at TikTok for Business. LinkedIn For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform. 3 Retargeting Best Practices Incentivize The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one). The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.” A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase. Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price. Personalize Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent. Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience. Leverage Content Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI? Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal. Content that can be effectively marketed through retargeting ads include: Blog articles How-to guides Checklists Webinars and video demos Ebooks and whitepapers

Read More
MORE ARTICLES

Spotlight

AudienceScience

AudienceScience is the world's first Advertising Automation solution delivering simplicity, effectiveness and accountability at scale for global advertisers and agencies. The AudienceScience® Helios technology integrates the numerous siloed tools used to drive digital ad impressions and end actions into a single solution which enables a marketer to maximize the performance of every advertising dollar.

Related News

Advertiser Campaign Management

ironSource and Sensor Tower Partner to Unlock Growth for App Marketers

Sensor Tower, ironSource | November 07, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today announced its partnership with Sensor Tower, the leading source of enterprise-grade market intelligence for the digital ecosystem. By combining the keyword intelligence of Sensor Tower from across the market, with the campaign management and optimization capabilities of ironSource Luna, the partnership will create one place for app marketers to scale Apple Search Ads campaigns to drive incremental growth. ironSource Luna is the first to market with such a partnership with Sensor Tower. The companies currently offer two complementary solutions. Sensor Tower offers a rich selection of industry data points, including share of impressions by app, competitor keyword analysis, and top advertisers. ironSource Luna gives app marketers the ability to manage and optimize Apple Search Ads campaigns by aggregating campaign data from all sources, utilizing an efficient bid optimization algorithm, and editing campaigns in bulk. Currently, app marketers extract market data from Sensor Tower, analyze it to see which keywords they’re already bidding against, and then import new keywords into Luna. This platform partnership will streamline this process, by making Sensor Tower’s data instantly and continuously accessible directly within the Luna platform, unifying keyword mining with keyword management and optimization. “Continuously unlocking scale is one of the key challenges for marketers growing their app business. The best way to achieve scale with Apple Search Ads is to programmatically discover, test and optimize thousands of relevant keywords, and this partnership is a huge step in empowering marketers using Luna to do that,” explains Adam Stevens, VP Product at ironSource Luna. “Now, app marketers will be able to unlock new keywords and then seamlessly execute campaign adjustments in a fully automated way, all in one platform. We’re delighted to be the first app marketing platform to partner with Sensor Tower, helping app marketers to reach their full potential.” “Our ad and app intelligence products provide our customers with powerful insights into the market and competitors to help them grow with Apple Search Ads,” explains Greg Rosen, Chief Product Officer at Sensor Tower. “Our ad and app intelligence products provide our customers with powerful insights into the market and competitors to help them grow with Apple Search Ads,” explains Greg Rosen, Chief Product Officer at Sensor Tower. “Partnering with ironSource Luna will enable our customers to more seamlessly power real business success by connecting our insights with the ability to execute campaign adjustments to drive performance.” All ironSource Luna customers will have access to Sensor Tower’s keyword discovery data within the platform once they have connected Apple Search Ads as a channel in Luna. About Sensor Tower Sensor Tower is the leading, trusted source of enterprise-grade market intelligence and analytics software for the digital ecosystem. Its innovative performance, advertising, usage, and trend insights across digital devices enable firms from mobile-first app publishers to Fortune 500 companies and financial institutions to navigate and adapt in a rapidly evolving landscape. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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Advertiser Platforms

Neeva Launches in Europe to Rival Google Search With Tracking Free, Ad Free Search

Neeva | October 07, 2022

Search engine Neeva has today launched in Europe to rival Google, by giving web users honest search results, no tracking, and with absolutely no advertisements or affiliate links. Neeva puts users first and gives consumers control to customise their web search experiences. By eschewing ads and advertisers, Neeva eliminates corporate bias that has plagued the traditional search experience. Instead, Neeva's sole goal is to create a search engine that delivers the best results as quickly as possible. Neeva delivers honest results and empowers users to select their information sources such as news outlets, shopping, software engineering sites, travel and others based on personal preference and relevance, rather than what advertisers suggest, all while respecting users’ privacy by blocking third party tracking and never profiting off of user data. Neeva’s European expansion follows a successful 2021 $40mm Series B funding round. Founded by Sridhar Ramaswamy (ex-SVP of Ads at Google) and Vivek Raghunathan (ex-VP of Monetization at YouTube), Neeva is reinventing web search for good, challenging Google’s web-search dominance. Commenting on Neeva’s launch, CEO, Sridhar Ramaswamy said: “Neeva is a user-first platform focused on private, transparent searches versus a search engine serving advertisers." Commenting on Neeva’s launch, CEO, Sridhar Ramaswamy said: “Neeva is a user-first platform focused on private, transparent searches versus a search engine serving advertisers. The internet should be your private corner of the web instead of a barrage of ads, SEO spam and irrelevant information. We’re reinventing search by giving users control over sources; providing accurate and transparent results as well as private and customised experiences without the influence of corporate bias, tracked around the web.” Neeva offers a freemium model and will first launch its private, ad-free free basic service in Europe, later introducing its premium subscription model with additional features such as a VPN and password manager. Neeva operates its own independent search stack, returning lightning fast results with high levels of accuracy, drawing from an index of billions of web pages. In addition, Neeva enables users to connect personal applications like email, Dropbox, Slack, Figma and others making it easy to search across the most important personal documents while maintaining strict privacy controls. “Google has dominated the search engine market, maintaining over 90 percent market share. Neeva will challenge this supremacy by creating a better search and browse experience that delights users,” says Mr Ramaswamy. He added: “Users should be in control of their search and web experience rather than accepting one company deciding the information they see. The ad-supported internet, has created vastly misaligned incentives that have made Big Technology monopolies and advertisers richer while exploiting the privacy and personal data of users. It’s time for a new approach to search that puts people first.” To date, search alternatives to Big Tech have mostly offered stronger privacy but at the expense of diminished search quality. Neeva is unique in building its own independent search stack (crawling, indexing and serving at scale) and without ads, freeing it to design user-first features with the sole focus of providing the best results in the most efficient way possible all with the strong privacy one should expect and demand from today’s internet experience. Neeva is growing fast, gaining more than 600,000 monthly users since launching in the USA in 2021. Investors include Sequoia Capital, Greylock Ventures, Inovia Capital, and Neythri Futures Fund. The company has raised over $80m from its investors. About Neeva Neeva is the world’s first user-first private search engine. Neeva takes search back to its roots by focusing entirely on the user, delivering high quality results without any ads, giving users control over their sources, and protecting user privacy by blocking trackers. Neeva’s independent search stack offers rich visual experiences, integrates community forum content, and search over personal applications. Learn more and start searching today at neeva.com.

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Ad Tech and Martech

Adtech and Search Executive Bill Michels Joins Moloco as GM of Retail Media

Moloco | October 03, 2022

Moloco, a machine learning company, today announced that advertising and search product executive Bill Michels has been appointed General Manager of Moloco’s Retail Media business unit. Prior to joining Moloco, Bill Michels was the Executive Vice President of Product at The Trade Desk. Michels brings more than two decades of successful leadership across product management, engineering, data strategy, and business development for some of the definitive companies in advertising and search. He was previously Chief Data Officer at Foursquare after spending 10 years at Factual, most notably as Chief Operating Officer responsible for product, engineering, and data partnerships before its merger with Foursquare. While at Yahoo!, as Senior Director of Product Management, Michels worked in Search, where he launched and led Yahoo! BOSS and several initiatives for international search monetization. In this newly created role, he will oversee product and business development for Moloco’s continued innovation in the retail media category. Notably, Michels’ search experience will be invaluable to further capitalize on Moloco’s use of first-party intent signals from shopper’s search, browse, and purchase history to show relevant, highly performant ads right at the point of purchase. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Our team is looking forward to his leadership and collaboration as we make progress toward our goal of creating a more equitable and profitable digital economy for companies of all sizes.” Retail media is estimated to reach $100 billion1 over the next five years and is one of the fastest-growing segments of the digital marketing industry. While large online retailers such as Amazon have demonstrated that retail media drives profitability, sales acceleration, merchant revenue, and customer satisfaction, most companies don’t have the resources, time, or expertise to develop an in-house performant sponsored search solution that scales. Moloco’s Retail Media Platform uses advanced machine learning to securely unlock the value of an e-commerce marketplace’s own first-party user data and automate highly relevant sponsored ads throughout the buyer journey. With Moloco, marketplaces enhance, rather than disrupt, the shopping experience and drive demand for their merchants when and where it matters most. “Building upon the world-class machine learning infrastructure that Moloco has created for its Moloco Cloud DSP product, we are able to provide marketplaces and their merchants with a powerful platform to grow their business, while providing consumers with highly personalized experiences,” said Bill Michels, GM Retail Media Platform, Moloco. “It’s an exciting opportunity to build a product that leverages rich first-party signals to optimize for the multiple constituents in Retail Media - retailers or marketplaces, merchants, and consumers. Moloco’s Retail Media Platform touches on several components throughout my career and I am looking forward to leveraging them to build something special with the amazing team here.” Michels holds an MBA from Columbia Business School where he was a Beta Gamma Sigma Scholar. He earned his BA from Colby College. Michels lives in Southern California and will work closely with Moloco’s Retail Media business and product teams around the globe. About Moloco Moloco’s goal is to make the digital economy more equitable and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com.

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Advertiser Campaign Management

ironSource and Sensor Tower Partner to Unlock Growth for App Marketers

Sensor Tower, ironSource | November 07, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today announced its partnership with Sensor Tower, the leading source of enterprise-grade market intelligence for the digital ecosystem. By combining the keyword intelligence of Sensor Tower from across the market, with the campaign management and optimization capabilities of ironSource Luna, the partnership will create one place for app marketers to scale Apple Search Ads campaigns to drive incremental growth. ironSource Luna is the first to market with such a partnership with Sensor Tower. The companies currently offer two complementary solutions. Sensor Tower offers a rich selection of industry data points, including share of impressions by app, competitor keyword analysis, and top advertisers. ironSource Luna gives app marketers the ability to manage and optimize Apple Search Ads campaigns by aggregating campaign data from all sources, utilizing an efficient bid optimization algorithm, and editing campaigns in bulk. Currently, app marketers extract market data from Sensor Tower, analyze it to see which keywords they’re already bidding against, and then import new keywords into Luna. This platform partnership will streamline this process, by making Sensor Tower’s data instantly and continuously accessible directly within the Luna platform, unifying keyword mining with keyword management and optimization. “Continuously unlocking scale is one of the key challenges for marketers growing their app business. The best way to achieve scale with Apple Search Ads is to programmatically discover, test and optimize thousands of relevant keywords, and this partnership is a huge step in empowering marketers using Luna to do that,” explains Adam Stevens, VP Product at ironSource Luna. “Now, app marketers will be able to unlock new keywords and then seamlessly execute campaign adjustments in a fully automated way, all in one platform. We’re delighted to be the first app marketing platform to partner with Sensor Tower, helping app marketers to reach their full potential.” “Our ad and app intelligence products provide our customers with powerful insights into the market and competitors to help them grow with Apple Search Ads,” explains Greg Rosen, Chief Product Officer at Sensor Tower. “Our ad and app intelligence products provide our customers with powerful insights into the market and competitors to help them grow with Apple Search Ads,” explains Greg Rosen, Chief Product Officer at Sensor Tower. “Partnering with ironSource Luna will enable our customers to more seamlessly power real business success by connecting our insights with the ability to execute campaign adjustments to drive performance.” All ironSource Luna customers will have access to Sensor Tower’s keyword discovery data within the platform once they have connected Apple Search Ads as a channel in Luna. About Sensor Tower Sensor Tower is the leading, trusted source of enterprise-grade market intelligence and analytics software for the digital ecosystem. Its innovative performance, advertising, usage, and trend insights across digital devices enable firms from mobile-first app publishers to Fortune 500 companies and financial institutions to navigate and adapt in a rapidly evolving landscape. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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Advertiser Platforms

Neeva Launches in Europe to Rival Google Search With Tracking Free, Ad Free Search

Neeva | October 07, 2022

Search engine Neeva has today launched in Europe to rival Google, by giving web users honest search results, no tracking, and with absolutely no advertisements or affiliate links. Neeva puts users first and gives consumers control to customise their web search experiences. By eschewing ads and advertisers, Neeva eliminates corporate bias that has plagued the traditional search experience. Instead, Neeva's sole goal is to create a search engine that delivers the best results as quickly as possible. Neeva delivers honest results and empowers users to select their information sources such as news outlets, shopping, software engineering sites, travel and others based on personal preference and relevance, rather than what advertisers suggest, all while respecting users’ privacy by blocking third party tracking and never profiting off of user data. Neeva’s European expansion follows a successful 2021 $40mm Series B funding round. Founded by Sridhar Ramaswamy (ex-SVP of Ads at Google) and Vivek Raghunathan (ex-VP of Monetization at YouTube), Neeva is reinventing web search for good, challenging Google’s web-search dominance. Commenting on Neeva’s launch, CEO, Sridhar Ramaswamy said: “Neeva is a user-first platform focused on private, transparent searches versus a search engine serving advertisers." Commenting on Neeva’s launch, CEO, Sridhar Ramaswamy said: “Neeva is a user-first platform focused on private, transparent searches versus a search engine serving advertisers. The internet should be your private corner of the web instead of a barrage of ads, SEO spam and irrelevant information. We’re reinventing search by giving users control over sources; providing accurate and transparent results as well as private and customised experiences without the influence of corporate bias, tracked around the web.” Neeva offers a freemium model and will first launch its private, ad-free free basic service in Europe, later introducing its premium subscription model with additional features such as a VPN and password manager. Neeva operates its own independent search stack, returning lightning fast results with high levels of accuracy, drawing from an index of billions of web pages. In addition, Neeva enables users to connect personal applications like email, Dropbox, Slack, Figma and others making it easy to search across the most important personal documents while maintaining strict privacy controls. “Google has dominated the search engine market, maintaining over 90 percent market share. Neeva will challenge this supremacy by creating a better search and browse experience that delights users,” says Mr Ramaswamy. He added: “Users should be in control of their search and web experience rather than accepting one company deciding the information they see. The ad-supported internet, has created vastly misaligned incentives that have made Big Technology monopolies and advertisers richer while exploiting the privacy and personal data of users. It’s time for a new approach to search that puts people first.” To date, search alternatives to Big Tech have mostly offered stronger privacy but at the expense of diminished search quality. Neeva is unique in building its own independent search stack (crawling, indexing and serving at scale) and without ads, freeing it to design user-first features with the sole focus of providing the best results in the most efficient way possible all with the strong privacy one should expect and demand from today’s internet experience. Neeva is growing fast, gaining more than 600,000 monthly users since launching in the USA in 2021. Investors include Sequoia Capital, Greylock Ventures, Inovia Capital, and Neythri Futures Fund. The company has raised over $80m from its investors. About Neeva Neeva is the world’s first user-first private search engine. Neeva takes search back to its roots by focusing entirely on the user, delivering high quality results without any ads, giving users control over their sources, and protecting user privacy by blocking trackers. Neeva’s independent search stack offers rich visual experiences, integrates community forum content, and search over personal applications. Learn more and start searching today at neeva.com.

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Ad Tech and Martech

Adtech and Search Executive Bill Michels Joins Moloco as GM of Retail Media

Moloco | October 03, 2022

Moloco, a machine learning company, today announced that advertising and search product executive Bill Michels has been appointed General Manager of Moloco’s Retail Media business unit. Prior to joining Moloco, Bill Michels was the Executive Vice President of Product at The Trade Desk. Michels brings more than two decades of successful leadership across product management, engineering, data strategy, and business development for some of the definitive companies in advertising and search. He was previously Chief Data Officer at Foursquare after spending 10 years at Factual, most notably as Chief Operating Officer responsible for product, engineering, and data partnerships before its merger with Foursquare. While at Yahoo!, as Senior Director of Product Management, Michels worked in Search, where he launched and led Yahoo! BOSS and several initiatives for international search monetization. In this newly created role, he will oversee product and business development for Moloco’s continued innovation in the retail media category. Notably, Michels’ search experience will be invaluable to further capitalize on Moloco’s use of first-party intent signals from shopper’s search, browse, and purchase history to show relevant, highly performant ads right at the point of purchase. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Bill Michels has been at the forefront of adtech as a product and business leader. His track record of bringing breakthrough technologies to scale speaks for itself. Bill’s vision has helped define the products and businesses that make up the sponsored search and demand-side advertising ecosystems today,” said Ikkjin Ahn, CEO and Co-founder, Moloco. “Our team is looking forward to his leadership and collaboration as we make progress toward our goal of creating a more equitable and profitable digital economy for companies of all sizes.” Retail media is estimated to reach $100 billion1 over the next five years and is one of the fastest-growing segments of the digital marketing industry. While large online retailers such as Amazon have demonstrated that retail media drives profitability, sales acceleration, merchant revenue, and customer satisfaction, most companies don’t have the resources, time, or expertise to develop an in-house performant sponsored search solution that scales. Moloco’s Retail Media Platform uses advanced machine learning to securely unlock the value of an e-commerce marketplace’s own first-party user data and automate highly relevant sponsored ads throughout the buyer journey. With Moloco, marketplaces enhance, rather than disrupt, the shopping experience and drive demand for their merchants when and where it matters most. “Building upon the world-class machine learning infrastructure that Moloco has created for its Moloco Cloud DSP product, we are able to provide marketplaces and their merchants with a powerful platform to grow their business, while providing consumers with highly personalized experiences,” said Bill Michels, GM Retail Media Platform, Moloco. “It’s an exciting opportunity to build a product that leverages rich first-party signals to optimize for the multiple constituents in Retail Media - retailers or marketplaces, merchants, and consumers. Moloco’s Retail Media Platform touches on several components throughout my career and I am looking forward to leveraging them to build something special with the amazing team here.” Michels holds an MBA from Columbia Business School where he was a Beta Gamma Sigma Scholar. He earned his BA from Colby College. Michels lives in Southern California and will work closely with Moloco’s Retail Media business and product teams around the globe. About Moloco Moloco’s goal is to make the digital economy more equitable and profitable by delivering advanced machine learning to companies of all sizes. With Moloco’s machine learning platform for growth and performance, every app publisher and online retailer can now unlock the value of their unique, first-party data. Moloco Cloud DSP enables performance marketers to scale user acquisition quickly and achieve greater lifetime value through battle-tested prediction models. Moloco Retail Media Platform enables online retailers and marketplaces to establish their own performance ad business. Moloco was founded in 2013 by a team of former Google machine learning engineers. Headquartered in Redwood City, Calif., Moloco has nine offices across the US, UK, Korea, China, Japan, and Singapore. For more information, visit www.moloco.com.

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