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Making the most of LinkedIn advertising

How to get the most from your LinkedIn advertising? Try some lesser-known strategies. With over 500 million users across the globe, LinkedIn is by far the largest professional network available. Without an already established company following, paid advertising gives businesses the opportunity to reach potential customers at an extremely granular level. Whilst the cost per click for LinkedIn may be higher than other social platforms like Facebook and Twitter, the ability to reach people that work within certain industries, or even at certain companies, within a business-minded atmosphere, is what makes LinkedIn unique.

Spotlight

Cadastra

Full service digital communications agency specializing in performance, recognized by the pioneering in Search Marketing (SEO and Paid Search), Cadastra has been present in the market for 17 years. We are the digital agency of brands such as Samsung, Vivo, Salesforce, Smiles, Lojas Renner, Grupo Soma, Insper and Doctors Without Borders, among others. Since 2012, Cadastra has been elected 5 times as a Great Place to Work - three of them as one of the best communication agencies to work in Brazil and twice as one of the best companies to work for in Rio Grande do Sul.

OTHER ARTICLES
Advertiser Campaign Management

Easily import your Facebook Ads into the Microsoft Audience Network

Article | July 19, 2022

Are you new to audience campaigns, or looking to expand your existing presence on the Microsoft Audience Network? Using Facebook Import, it’s now easier than ever to get audience campaigns up and running by importing from Facebook Ads. Now rolling out to all advertisers in the United States, United Kingdom, Canada, Australia, New Zealand, France and Germany, this new feature is designed to save you time and maximize ROI by seamlessly bringing over your campaigns from the Facebook Audience Network into the Microsoft Audience Network. Facebook Import can be used as a standalone tool, as well as a powerful complement to any existing Google Import strategy.

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Advertiser Campaign Management

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

Article | August 12, 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 | July 14, 2022

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

How to Advertise Your Etsy Shop: Free & Low-Cost Methods

Article | December 11, 2021

Just like with any small business, advertising an Etsy shop can seem like an overwhelming task. There are so many options, learning marketing strategies on your own is time-consuming, and many advertising methods can get expensive fast. But don’t worry! This article is a complete guide that will break down all of the different ways you can start advertising or promoting your Etsy Shop cheaply or for free. How Does Etsy Marketing Work? Advertising an Etsy shop can be very different from advertising other online businesses. For example, you don’t need to have your own website to run an Etsy shop. This is convenient in many ways, but it also limits your ability to use traditional advertising methods. Ad platforms like Facebook Ads Manager are a great way to get exposure, but without a custom domain, you’re advertising Etsy instead of your shop.

Read More
Advertiser Campaign Management

AI-Powered Creative: Get Higher ROI for Clients

Article | July 19, 2022

Are you new to audience campaigns, or looking to expand your existing presence on the Microsoft Audience Network? Using Facebook Import, it’s now easier than ever to get audience campaigns up and running by importing from Facebook Ads. Now rolling out to all advertisers in the United States, United Kingdom, Canada, Australia, New Zealand, France and Germany, this new feature is designed to save you time and maximize ROI by seamlessly bringing over your campaigns from the Facebook Audience Network into the Microsoft Audience Network. Facebook Import can be used as a standalone tool, as well as a powerful complement to any existing Google Import strategy.

Read More
Advertiser Campaign Management

How Campaign Health Metrics Can Help You Streamline Ad Campaigns

Article | August 12, 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

Ghost Ads and Bidding to Measure Incrementality

Article | July 14, 2022

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

How to Advertise Your Etsy Shop: Free & Low-Cost Methods

Article | December 11, 2021

Just like with any small business, advertising an Etsy shop can seem like an overwhelming task. There are so many options, learning marketing strategies on your own is time-consuming, and many advertising methods can get expensive fast. But don’t worry! This article is a complete guide that will break down all of the different ways you can start advertising or promoting your Etsy Shop cheaply or for free. How Does Etsy Marketing Work? Advertising an Etsy shop can be very different from advertising other online businesses. For example, you don’t need to have your own website to run an Etsy shop. This is convenient in many ways, but it also limits your ability to use traditional advertising methods. Ad platforms like Facebook Ads Manager are a great way to get exposure, but without a custom domain, you’re advertising Etsy instead of your shop.

Read More
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Spotlight

Cadastra

Full service digital communications agency specializing in performance, recognized by the pioneering in Search Marketing (SEO and Paid Search), Cadastra has been present in the market for 17 years. We are the digital agency of brands such as Samsung, Vivo, Salesforce, Smiles, Lojas Renner, Grupo Soma, Insper and Doctors Without Borders, among others. Since 2012, Cadastra has been elected 5 times as a Great Place to Work - three of them as one of the best communication agencies to work in Brazil and twice as one of the best companies to work for in Rio Grande do Sul.

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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.

Read More

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.

Read More

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