Apple's ad business borrows a page from Facebook

Apple's | February 27, 2019

Apple's ad business borrows a page from Facebook
Companies such as Bidalgo assist advertisers in managing search ad campaigns through Apple's app store. Placing Bidalgo on its partner page is similar to receiving a stamp of approval from Apple, essentially saying it's a qualified and knowledgeable vendor for buying search ads through automation.

Spotlight

Mediaocean and industry experts discuss the trends they're seeing and what we should expect in the new year. Topics include changes in mobile, convergence, programmatic, and the importance of content.

Related News

BRAND MARKETING

IAS and Mediaocean Partner to Transform Campaign Management

IAS | December 09, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced an advanced integration with Mediaocean, providing a new level of automated campaign management. Now media buyers and planners can seamlessly set up, launch, and adjust their digital campaigns within Mediaocean buyer workflow (Prisma) and automatically populate this information within IAS Signal. Initially available to select advertisers, this enhanced integration will launch globally in early 2022. "Since launching IAS Signal, we've accelerated our product innovation and expanded critical partnerships, including our work with Mediaocean, to give advertisers the latest tools to manage digital media quality," said Lisa Utzschneider, CEO, IAS. "Speed is critical in our business, and this integration will be transformational for advertisers looking to launch campaigns faster while aligning to media quality standards." Now advertisers working with both IAS and Mediaocean can quickly and easily activate their campaigns, all in one place. Within the Mediaocean platform, advertisers can: Use automatic campaign creation tools to enter information just once, launch faster, and focus more time on optimization. Maintain and easily adjust campaign settings, such as media partners or run dates, while in-flight to appear in both platforms. Reduce time spent on campaign launch and billing from days to minutes. "We're thrilled to extend our partnership with IAS, making it even easier for our joint customers to manage their campaigns," said Ben Kartzman, COO, Mediaocean. "With this integration, we're continuing to help advertisers control their marketing investments and optimize business outcomes." With more than $200 billion in annualized media spend managed through Mediaocean, the integration with IAS Signal means advertisers can manage their investments more efficiently. About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com. About Mediaocean Mediaocean is the mission-critical platform for omnichannel advertising. With more than $200 billion in annualized media spend managed through its software, Mediaocean connects brands, agencies, media, technology, and data. Using AI and machine learning technology to control marketing investments and optimize business outcomes, Mediaocean powers campaigns from planning, buying, ad serving, and creative personalization to analysis, optimization, invoices, and payments. Mediaocean employs 1,500 staff across 30 global offices and supports over 100,000 people using its products

Read More

Q1 started with significant gains year-over-year for Amazon Ads

Amazon | May 07, 2020

As advertising platforms continue to post initially healthy gains derailed by COVID-19 in Q1, many were interested to see where Amazon would net out during the pandemic. Unlike other platforms, Amazon acts as both advertising and fulfillment mechanism for many ecommerce brands. Unlike other platforms, Amazon acts as both advertising and fulfillment mechanism for many ecommerce brands. As advertising platforms continue to post initially healthy gains derailed by COVID-19 in Q1, many were interested to see where Amazon would net out during the pandemic. Unlike other platforms, Amazon acts as both advertising and fulfillment mechanism for many ecommerce brands. This means changes in distribution or fulfillment can affect those sellers in different ways. The mandates to shelter in place meant an increased reliance on delivery of goods, poising Amazon to be the servant many consumers would rely on. This, in turn, had the potential to continue the sharp year-over-year gains its advertising business had witnessed. Amazon’s Role in the Q1 Decline Like what we’ve seen with other Q1 platform analysis, Amazon’s pattern was similar: a strong Q1 that hit a wall right at the end. However, unlike the other platforms, Amazon showed meteoric growth year over year, muscling its way to a seat at the table that’s predominantly owned by Google and Facebook. Amazon announced a cutback on fulfillment of non-essential and third party fulfillment at the start of the pandemic. Commonly referred to as “FBA,” Fulfillment By Amazon acts as the warehouse and shipper for ecommerce brands that elect to use them for order fulfillment. This created an interesting situation for sellers who were hoping to capitalize on the inevitable increase of online ordering – now they couldn’t get their items fulfilled. While some categories were exempt if they were deemed “essential,” there was speculation about what this could mean for their overall ad revenue for Q1. Lack of fulfillment means there’s no reason for brands to advertise their wares on Amazon, resulting in budget cuts to spending until the restriction was lifted. Read more: Amazon cuts commission rates for advertising affiliates Ad Revenue Gains & Losses Q1 started off with major gains year-over-year for Amazon Ads, with 44% growth to $3.9b. Analysis from Merkle outlined the rise and fall they’ve witnessed with their clients, estimating a drop in spend by about half in the latter part of March vs. typical spend in January. Tinuiti also saw similar patterns with the $400m in client spend they analyzed. Search advertising on Amazon grew at a 25% clip or more for Q1, and then slowed to 6% in the final week of March. This collided with a reduction in conversion rates, an average decline of 10% as reported by Tinuiti. All of this added up to cheaper ad rates, but in an environment where demand couldn’t be met by suppliers. It’s been a strong quarter in ad revenue, but we did start to see some pull back from advertisers and downward pressure on price. - Brian Olsavsky, CFO of Amazon Merkle saw impressive gains year over year, something analysts are believing will continue as the gears of ecommerce start to turn more freely again. Year over year, Merkle saw growth in the following ways: -Sponsored Product ads up 70% -Sponsored Brand ads up 131% The Dichotomy of Demand vs. Ability to Supply The challenges faced by ecommerce sellers aren’t solely due to Amazon’s temporary fulfillment cutbacks. Most production of items takes place in China, the epicenter of the COVID-19 pandemic. This rendered “business as usual” out the window, with reduced staffing and shelter-at-home mandates disrupting the labor force. As production rate slowed in China, this created a gap in fulfillment for sellers who typically rely on predictable system. Read more: Amazon sponsored product ads are rising in price, new report says China has recovered and started to produce again, but then there was a new issue: Coronavirus had moved to the United States, affecting everything from worker staffing in warehouses, to staffing at shipping docks. Combine that with Amazon cutting back on fulfillment, and it’s been a challenging time for logistics with physical inventory. Many who follow Amazon are very curious to see what happens in the second quarter. Inevitably, Amazon will start to catch back up with shipping times, and FBA will start to return more to normal. The question will then be how much brands will be ready to start putting back into ads, and how quickly they will do it.

Read More

BRAND MARKETING

Adelphic Inks First-to-Market Integration with Clinch to Deliver New Shoppable Video Ad Solutions for Brands Across its Platform

Adelphic | December 17, 2020

Adelphic®, a Viant people-based DSP for omnichannel advertising, today reported that it has inked new integration with Clinch, the Personalization Everywhere organization that gives cross-channel dynamic creative optimization (DCO) technology, to convey new shoppable video ad answers for brands across its platform. As part of the agreement, marketers would now be able to use Clinch's DCO, shoppable video ad solutions joined with the power of Viant's Total Graph, a robust first-party data infrastructure for omni-channel campaigns, customized messaging and more through the Adelphic software. “As the future of cookie tracking diminishes, we’re thrilled to deliver new identity-based solutions that enable brands to increase engagement and drive business results,” said Jon Schulz, CMO, Viant. “Our integration with Clinch will directly support the demands of eCommerce marketers across retail, direct-to-consumer and more, who are seeking unique and powerful data-driven, omni-channel ad solutions that break through and deliver on campaign goals.”

Read More

Spotlight

Mediaocean and industry experts discuss the trends they're seeing and what we should expect in the new year. Topics include changes in mobile, convergence, programmatic, and the importance of content.