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Facebook Ecommerce Ads: Detailing the 3-Part Funnel Strategy

By 2021, it’s expected the ecommerce industry will produce nearly 5 trillion in sales. Among the channels used to make those sales, Facebook has been called “a must to invest in.” Evidence seems to back that up. Last year, over 7 million advertisers spent $55 billion on Facebook to reach over 2 billion of the network’s monthly users. Needless to say, ecommerce and Facebook are a power couple. Here are some tips for using the combination to your advantage, with critique of real ads.

Spotlight

Pixalate

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising. www.pixalate.com

OTHER ARTICLES
Advertiser Campaign Management

4 Ad Performance Metrics You Should Track

Article | July 19, 2022

Measuring the ad performance on your website is critical for understanding how well your revenue stream is optimized. Ad sizes, placements, and color are common measures, but they may not necessarily work for you. As a publisher, you must focus on four prime metrics that give you a clear idea of an ad campaign’s performance. Let us take a look at them: 4 Ad Performance Metrics You Should Track CPM (Cost per mille) CPM stands for advertising cost per thousand views. It is the benchmark used to calculate the approximate cost of an advertisement or ad campaign across various media. CPM can be calculated by dividing how much it costs to place an advertisement by the number of impressions (in thousands) that it achieves. This metric helps compare the difference in ad opportunities based on efficiency and to evaluate the overall campaign cost. CTR (Click-through rate) CTR is the ad click-through rate that measures how well an online ad campaign is progressing on a website. It is denoted as a percentage and is calculated by how many times an ad is clicked divided by how many times an ad is shown. RPM (Revenue per mille) RPM is the revenue generated per 1000 ad impressions. It is similar to CPM but instead of cost, it measures revenue. It is an especially important metric for publishers. If the RPM of a campaign is low, you should replace the campaign with one that earns a higher revenue and RPM rate. RPC (Revenue per click) RPC is the revenue generated per click. It tells you how much the average revenue is for every click on your ads and PPC (pay-per-click) keywords. You can easily understand how much you earn every time someone clicks on one of your ads. Comparing RPC and RPM values can give you insights on your ad spend and the money you earned through the ads. Streamlining Ad Campaigns with Ad Performance Measurement Here are some tips to streamline your ad campaigns with the insights your ad metrics provide: Use the right data: First-party data can help you optimize your programmatic ad campaigns along with your content. Capitalize on returning visitors: Play with ad location on pages with returning visitors. Mix and match to maintain the interest of the visitors. Optimize your content: Find out the type of content that attracts your visitors and optimize your content strategy based on your findings. Maintain optimal ad placement and size: Place your ads in the middle of the page, use in-image ads at the bottom of mobile web pages, experiment with different ad sizes and positions to check how users react. Final Thoughts Data-driven optimization is the secret to getting the ad revenue you expect. Testing and improving with the help of data insights can help you identify the areas that need attention.

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Ad Networks

What Influencers Look for in Brand Deals

Article | September 1, 2023

A few years ago, the word “influencer” meant something pretty different than what it represents today. In 2016, the Instagram-focused social media consumer probably pictured a wealthy ex-Bachelor contestant who took beach photos in a personalized floppy hat and sponsored weight loss tea. But in 2021, the creator economy has evolved to encompass a more relatable, diverse population. Average Joes have completely disrupted the influencer marketplace, and now that brands across all categories have an influencer marketing plan, they are competing to get their products and services in front of the eyes of loyal fanbases.

Read More
Ad Networks

6-second Video Ads: Delivering Key Messages & Driving Results

Article | October 20, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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Social Media Advertising

What Technical Aspects Should You Consider When Starting An Advertising Campaign? Find Out Here

Article | November 16, 2021

The advertising world is changing at an accelerated pace. Digital media and social networks have changed the way we interact with brands, and these changes have affected the way that advertisements are created. As a result, advertisers need to keep their eyes on new developments in order to appeal to consumers who want more than just a standard advertisement. In this article, I will explore some of the technical aspects you should consider when starting an ad campaign so that your efforts can be successful for both you and your clients. What technical aspects should you consider when starting an advertising campaign? 1. Store Your Campaign Data Somewhere Safe The amount of data that you and your clients collect during the course of an ad campaign can be immense, and it is imperative that you know where to store this information. One option is using a server tool such as online cloud storage to store all of your files in one central location so that they do not get lost or become corrupted. According to a popular UK cloud hosting platform, downtime and slowdowns are some of the biggest issues people face with cloud storage. Do your research and find one that has excellent customer service to avoid these issues that could slow down your campaign. 2. Clearly Communicate Your Message Have a clear message that highlights your brand’s value proposition and aligns with your target audience. This is important because the aim of your campaign is to get people to take action, and that can only be done if you have a clear message. Identifying your target audience will help you align your message with them. It does not mean choosing demographics based on age, income level, etc., but rather looking at what values they hold important. In order for an advertisement to be effective, it should match the values of the people looking at it. For example, if your target audience prefers a minimalist style because they care about the environment, your advertisement should reflect that as well. 3. Multimedia Considerations Use various channels to help spread your message and make it more dynamic. multimedia to increase your reach and make your ad more dynamic. There are many choices for multimedia, including images, videos, infographics, audio files, animations, text messages, and other graphics. All of these can be shared on social networks like Facebook or Twitter, which helps the ad stay in the limelight after it is initially posted by allowing viewers to share links with their friends and followers. Depending on the type of ad you are running, there may be channels that are better at grabbing the attention of your audience. For example, for a music artist’s album release, billboards could be placed in busy areas with high exposure in addition to social media and magazine ads in publications that their target audience reads. By spreading out your ad, it will increase the chances of getting more eyes on it and make it easier for people to find and share with their friends. 4. Pay Attention to Metrics and Real-time Data from Previous Campaigns This is done so that future campaigns can be steered in the right direction. The amount of data collected during an ad campaign can grow very quickly, so it is important to know where to look and how to use it efficiently. You can then take statistical data from previous campaigns and use this information as a reference point for new billboards or other ads. While learning from your mistakes is inevitable, there are some things you just won’t notice until you see numbers about them, like the number of people who stop by your booth at a tradeshow but do not stop to talk to you.

Read More
Advertiser Campaign Management

AI-Powered Creative: Get Higher ROI for Clients

Article | July 19, 2022

Measuring the ad performance on your website is critical for understanding how well your revenue stream is optimized. Ad sizes, placements, and color are common measures, but they may not necessarily work for you. As a publisher, you must focus on four prime metrics that give you a clear idea of an ad campaign’s performance. Let us take a look at them: 4 Ad Performance Metrics You Should Track CPM (Cost per mille) CPM stands for advertising cost per thousand views. It is the benchmark used to calculate the approximate cost of an advertisement or ad campaign across various media. CPM can be calculated by dividing how much it costs to place an advertisement by the number of impressions (in thousands) that it achieves. This metric helps compare the difference in ad opportunities based on efficiency and to evaluate the overall campaign cost. CTR (Click-through rate) CTR is the ad click-through rate that measures how well an online ad campaign is progressing on a website. It is denoted as a percentage and is calculated by how many times an ad is clicked divided by how many times an ad is shown. RPM (Revenue per mille) RPM is the revenue generated per 1000 ad impressions. It is similar to CPM but instead of cost, it measures revenue. It is an especially important metric for publishers. If the RPM of a campaign is low, you should replace the campaign with one that earns a higher revenue and RPM rate. RPC (Revenue per click) RPC is the revenue generated per click. It tells you how much the average revenue is for every click on your ads and PPC (pay-per-click) keywords. You can easily understand how much you earn every time someone clicks on one of your ads. Comparing RPC and RPM values can give you insights on your ad spend and the money you earned through the ads. Streamlining Ad Campaigns with Ad Performance Measurement Here are some tips to streamline your ad campaigns with the insights your ad metrics provide: Use the right data: First-party data can help you optimize your programmatic ad campaigns along with your content. Capitalize on returning visitors: Play with ad location on pages with returning visitors. Mix and match to maintain the interest of the visitors. Optimize your content: Find out the type of content that attracts your visitors and optimize your content strategy based on your findings. Maintain optimal ad placement and size: Place your ads in the middle of the page, use in-image ads at the bottom of mobile web pages, experiment with different ad sizes and positions to check how users react. Final Thoughts Data-driven optimization is the secret to getting the ad revenue you expect. Testing and improving with the help of data insights can help you identify the areas that need attention.

Read More
Ad Networks

Multimedia Content: The Key for B2B Brand Marketing

Article | September 1, 2023

A few years ago, the word “influencer” meant something pretty different than what it represents today. In 2016, the Instagram-focused social media consumer probably pictured a wealthy ex-Bachelor contestant who took beach photos in a personalized floppy hat and sponsored weight loss tea. But in 2021, the creator economy has evolved to encompass a more relatable, diverse population. Average Joes have completely disrupted the influencer marketplace, and now that brands across all categories have an influencer marketing plan, they are competing to get their products and services in front of the eyes of loyal fanbases.

Read More
Ad Networks

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

Article | October 20, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

Read More
Social Media Advertising

What Technical Aspects Should You Consider When Starting An Advertising Campaign? Find Out Here

Article | November 16, 2021

The advertising world is changing at an accelerated pace. Digital media and social networks have changed the way we interact with brands, and these changes have affected the way that advertisements are created. As a result, advertisers need to keep their eyes on new developments in order to appeal to consumers who want more than just a standard advertisement. In this article, I will explore some of the technical aspects you should consider when starting an ad campaign so that your efforts can be successful for both you and your clients. What technical aspects should you consider when starting an advertising campaign? 1. Store Your Campaign Data Somewhere Safe The amount of data that you and your clients collect during the course of an ad campaign can be immense, and it is imperative that you know where to store this information. One option is using a server tool such as online cloud storage to store all of your files in one central location so that they do not get lost or become corrupted. According to a popular UK cloud hosting platform, downtime and slowdowns are some of the biggest issues people face with cloud storage. Do your research and find one that has excellent customer service to avoid these issues that could slow down your campaign. 2. Clearly Communicate Your Message Have a clear message that highlights your brand’s value proposition and aligns with your target audience. This is important because the aim of your campaign is to get people to take action, and that can only be done if you have a clear message. Identifying your target audience will help you align your message with them. It does not mean choosing demographics based on age, income level, etc., but rather looking at what values they hold important. In order for an advertisement to be effective, it should match the values of the people looking at it. For example, if your target audience prefers a minimalist style because they care about the environment, your advertisement should reflect that as well. 3. Multimedia Considerations Use various channels to help spread your message and make it more dynamic. multimedia to increase your reach and make your ad more dynamic. There are many choices for multimedia, including images, videos, infographics, audio files, animations, text messages, and other graphics. All of these can be shared on social networks like Facebook or Twitter, which helps the ad stay in the limelight after it is initially posted by allowing viewers to share links with their friends and followers. Depending on the type of ad you are running, there may be channels that are better at grabbing the attention of your audience. For example, for a music artist’s album release, billboards could be placed in busy areas with high exposure in addition to social media and magazine ads in publications that their target audience reads. By spreading out your ad, it will increase the chances of getting more eyes on it and make it easier for people to find and share with their friends. 4. Pay Attention to Metrics and Real-time Data from Previous Campaigns This is done so that future campaigns can be steered in the right direction. The amount of data collected during an ad campaign can grow very quickly, so it is important to know where to look and how to use it efficiently. You can then take statistical data from previous campaigns and use this information as a reference point for new billboards or other ads. While learning from your mistakes is inevitable, there are some things you just won’t notice until you see numbers about them, like the number of people who stop by your booth at a tradeshow but do not stop to talk to you.

Read More
MORE ARTICLES

Spotlight

Pixalate

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising. www.pixalate.com

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Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

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Ad Tech and Martech

IAS Launches New Made for Advertising (MFA) AI-Driven Site Detection and Avoidance Technology

Integral Ad Science | October 19, 2023

Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites. MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift. IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies. IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites. Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance. Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale. "Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers." The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

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Ad Tech and Martech

VIOOH & Yahoo Partner to Explore the Value prDOOH Delivers Within Multichannel Campaigns

ExchangeWire | October 17, 2023

Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns. As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness. Two key outcomes are clear: 1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels. 2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium. The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI. Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness. Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.” About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.

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Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

Read More

Ad Tech and Martech

IAS Launches New Made for Advertising (MFA) AI-Driven Site Detection and Avoidance Technology

Integral Ad Science | October 19, 2023

Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites. MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift. IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies. IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites. Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance. Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale. "Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers." The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

Read More

Ad Tech and Martech

VIOOH & Yahoo Partner to Explore the Value prDOOH Delivers Within Multichannel Campaigns

ExchangeWire | October 17, 2023

Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns. As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness. Two key outcomes are clear: 1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels. 2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium. The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI. Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness. Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.” About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.

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