AD TECH AND MARTECH

AdTech Startup Tomi Secures Seed Funding to Make Real Estate Ads Perform as well as E-Commerce

Tomi.ai | June 24, 2021

AdTech Startup Tomi Secures Seed Funding to Make Real Estate Ads Perform as well as E-Commerce
Real estate, automobile, and financial services all have lengthy and offline sales cycles, and digital advertising does not work well in these industries. Because the real-world assets remain offline, the temptation for advertisers is to buy leads and clicks, which may increase customer acquisition costs. People browse, but they mainly purchase offline.

Tomi, a new startup, intends to solve this problem by analyzing a user's activity on a company's website (through a tracking pixel combined with ad APIs and CRMs) to assist businesses in reaching customers more effectively in the manner of an e-commerce business.

It has already raised a $1 million initial round from Begin Capital and the Phystech Leadership Fund.

Tomi was founded by Konstantin Bayandin, a former senior director of digital marketing and technology at Compass and chief marketing officer at Ozon, called "Russia's Amazon." It competes with comparable AdTech firms such as Anytrack, Sociaro, Meetotis, Alytics, and Postclick.

The difference, according to Bayandin, is that Tomi "focuses on offline conversions and works with various ad channels, including Facebook, Instagram, and Google."

"Real-estate firms would love to use internet advertising to sell their inventory, but it turns out to be too costly and difficult," says Bayandin. In addition, people like browsing but rarely convert, and the majority of these transactions take place offline. As a result, real-estate clients are unsure of how to optimize for their real buyers. Tomi uses machine learning to examine how real buyers navigate the website and improve ad campaigns for conversions."

The context for all of this is that, with Apple discontinuing IDFA, Google intending to delete third-party cookies from its Chrome browser, and the newest iOS 14.5 update enabling users to opt-out of "personalized ads," the whole advertising industry is in flux, necessitating the development of new technologies. Tomi, according to Bayandin, is a member of this new wave of AdTech.

Spotlight

What is VAST & VPAID and why is it important for video advertising? If you want to run video ads, it is important for you to understand the basics. In this video, we explain what is VAST ad, VPAID and how it works.

Spotlight

What is VAST & VPAID and why is it important for video advertising? If you want to run video ads, it is important for you to understand the basics. In this video, we explain what is VAST ad, VPAID and how it works.

Related News

Google makes shopping ads free to display in the main set of search results

Google | June 30, 2020

Google is letting retailers run free shopping ads in US search results, which will be displayed in knowledge panels starting this summer.This move comes only two months after Google made shopping ads free in the ‘Shopping’ tab. All together that’s a lot of free promotion available to retailers.Following a dramatic increase in online shopping, Google says it has become “crucial” to connect consumers with the best merchants for their needs.That’s what inspired Google’s decision to expand its free advertising options for retailers.Google says free ads in the Shopping tab have been a resounding success for merchants thus far.Free product listings in Google’s main search results will initially appear in knowledge panels that show buying options for particular items.

Read More

Dealer.com Launches New Advertising Product to Help Dealers Reach In-Market Shoppers Across Connected TV and Over-The-Top Video Channels

Dealer.com | October 22, 2020

Video consumption is at record levels, but reaching the right shopper is no longer as simple as securing a cable TV spot. As consumers tune-out of traditional TV and diversify where they watch, advertisers need the ability to precisely target in-market shoppers wherever they consume digital content. To give clients the access they need, Dealer.com announces Connected Video, a solution that uses advanced targeting and Cox Automotive data to reach in-market shoppers watching connected television or over-the-top content providers across any device or network. Leveraging these high-impact content providers with first-party audience intelligence only available through Cox Automotive, Dealer.com's holistic advertising portfolio delivers optimal relevance along with transparent reporting across all devices and platforms. Video is reshaping the car buying journey —13 billion videos are viewed each day on Facebook and YouTube combined.1 These proven channels only encompass part of video consumption. Dealer.com's latest capabilities go beyond Facebook and YouTube, allowing dealers to efficiently target consumers consuming content on Connected TVs—those that are connected to the internet via SmartTVs or through devices like Roku or Apple TV—and over-the-top (OTT) content providers.

Read More

DISPLAY ADVERTISING

Azerion and Anzu Collaborate to Make Blended in-Game Advertising Programmatically Available to Advertisers Worldwide

Anzu.io, Azerion | June 08, 2021

Anzu.io, the world's most advanced in-game advertising platform, has announced a new collaboration with Azerion, a leading pan-European digital gaming and monetization platform that provides casual and social games and videos, as well as digital marketing services for both publishers and advertisers. Azerion will now provide Anzu's market-leading blended in-game advertising solution throughout the world via its proprietary programmatic platform, Improve Digital, which generates over 1.6 trillion transactions every month. Azerion's advertisers will programmatically display IAB-recognized in-game video and banner advertisements at scale across mobile, PC, and console platforms due to the integration with Anzu's in-game advertising platform. Anzu's innovative SDK technology, GDPR, COPPA, and CCPA compliant, is integrated into games and offers high-quality direct traffic with complete control over ad placements and first-party data. In collaboration with advertising giant WPP, Anzu has introduced existing digital marketing standards into the game to enhance advertiser confidence in gaming as a media channel and prove its worth. Anzu collaborates with renowned AdTech providers such as Moat, Comscore, Nielsen, and Kantar to ensure fraud-free and brand-safe environments and track ad viewability, brand lift, and audience verification. A recent pilot with Cheq showed that using Anzu instead of typical 2D digital advertising increased ad viewability by 23%. Clients include top global brands such as American Eagle, 7-Eleven, Samsung, Vodafone, and gaming studio behemoths such as Ubisoft, Virtuverse, Lion Castle, and Vivid Games. Azerion already has a substantial presence in the gaming sector, with a collection of over 16.000 game titles attracting over 1.5 billion content views each month. Around its owned inventory, the company provides secure and lucrative ad placement (display advertisements, video, rich media, mobile web, and in-app). Azerion expands its services by collaborating with Anzu to provide a scalable solution for advertisers to seamlessly mix their ads into gaming environments, addressing the vast and diverse gaming audiences in a new way.

Read More