BRAND MARKETING
Google Ads | December 16, 2021
Google Ads is relaxing its policy on the use of stock photos in image extensions, meaning you’re no longer required to source your own visuals. This update is part of a series of changes to image extensions, which also includes the ability to display them in desktop ads. Here’s an overview of all the updates to image extensions and how they can help your business. Google is making it easier to utilize image extensions by offering a searchable library of stock photos that are free to use in ads.
This change is rolling out in response to feedback that sourcing unique visuals is a challenge for many people who wish to enhance their ads with image extensions.
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ADVERTISER PLATFORMS
MEASURED | October 13, 2021
As advertising platforms grapple with the measurement fallout of increasing restrictions on data and tracking, Measured has launched the industry’s first end-to-end incrementality measurement and reporting solution for Facebook in a post-iOS 14.5 world.
Facebook recently indicated that the platform’s measurement and reporting systems are suffering accuracy issues related to updates in recent versions of Apple’s iOS. Facebook believes that “real world conversions, like sales and app installs, are higher than what is being reported for many advertisers.”
Experiments from Measured provide DTC brands like Birdies, Fabletics, Lulus, and Stance with reliable ongoing insights into Facebook incrementality at channel, campaign and ad set levels. By measuring the true incremental contribution of Facebook media, anchored on source-of-truth transaction data provided by the brand, marketers can make informed decisions about budget allocation - even amid rising concerns about the reliability of platform self-reporting.
“Privacy-driven changes across the industry are causing widespread reporting headaches for platforms and forcing brands to adapt how they track and measure, We built Measured in anticipation of this moment. We continuously refine our experiment designs and adapt to inevitable changes by platforms to ensure brands can always trust insights they get from us.”
said Madan Bharadwaj, CTO and cofounder of Measured.
Apple’s tracking policies pressured Facebook to make multi-faceted changes to attribution capabilities it offers advertisers, including a significant scale-back in conversion lift-testing and the elimination of 28-day click-through and view-through attribution windows. The decrease in trackable data has caused a notable drop in attribution reporting from the platform and the shorter look-back periods make it exponentially more difficult to run statistically significant split-audience test and control experiments.
In the wake of these iOS-related implications, Measured developed a new suite of experiment designs and actionable reporting tools that identify the causality between Facebook investments and actual business transactions reported by the brand, empowering marketers to make confident decisions about advertising on the platform.
Audience split experiments – Measured’s proprietary methodology utilizes the Facebook audience split API to divide target audiences into test and control cohorts and apply systematic lift studies to get program-level and granular ad set-level incrementality measurements.
Geo-matched market experiments – Using advanced matched-market data science, Measured identifies statistically significant sibling markets (geos), at the state, DMA or zip code level, that are similar but cheaper to test in than larger markets. Because geo experiments are based on source-of-truth transaction data from the business (e.g. ecommerce platform) and run completely independent of platform reporting, geo-testing is the only system of measurement that isn’t affected by platform and policy changes.
Scale testing experiments – To test for scale, Measured splits target audiences into three cohorts – test, control, and scale. The ad sets used for the test group are cloned and served to the scale group, but at 2x-3x-4x the spend, to measure the point of audience saturation.
“Although Hammitt only started with Measured less than a year ago, their scientific method is just what is needed to scale profitably - in spite of privacy changes, which I support,” said Tony Drockton, Founder of Hammitt, an emerging leader in the luxury handbag market. “Great brands will prosper in these times with a clear vision, great partners like Measured, and by approaching digital media as a permission-based win-win between their customers and the brands they love.”
About Measured
Measured helps DTC brands grow by revealing media’s incremental contribution to business outcomes and providing source-of-truth reporting for media investment decisions. The Measured Intelligence Suite is intuitive, enterprise-grade software that delivers automated incrementality experiments for every marketing channel. Measured experiments are powered by a marketing data warehouse that was built for analytics, providing a secure place to ingest, harmonize, and utilize marketing data from across the business.
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Perion | November 03, 2020
Perion Network (NASDAQ: PERI) declared today the recharging of a multi-year vital organization with Microsoft (NASDAQ: MSFT) to drive search advertising business development through Perion's hunt innovation division, CodeFuel, and give a more vivid encounter across work area and portable.
The proceeding with coordinated effort between the organizations will empower CodeFuel to additionally develop its distributer connections offering, worthwhile pursuit innovation arrangements, and complex ability for adapting their advanced properties. These incorporate shopping, item correlation and substance sites, applications, program augmentations, versatile launchers, and white name web indexes. Utilizing CodeFuel's distributers' organization empowers Microsoft to build search advertising piece of the pie and associate sponsors to a great many likely clients while advancing client experience through distributer properties.
In the previous two years, CodeFuel has shown huge development through engaging distributers to make new income streams and remarkable inquiry encounters, while zeroing in on progressively excellent adaptation answers for track search interest.
“Since 2010, we have enjoyed a strong, close partnership with Microsoft, consistently delivering innovative search solutions in a dynamic market, while maintaining high-quality standards and advertiser brand safety,” said Doron Gerstel, CEO of Perion. “As we enter the next phase of our partnership, we are confident that our complementary resources will continue to yield innovation and we are proud of the ability to help publishers monetize their traffic during all economic cycles.”
“In this renewal, the partnership with Perion and CodeFuel has been throroughly modernized to ensure an optimal experience for Microsoft Bing consumers and advertisers,” said Kya Sainsbury-Carter, VP of Global Partnerships for Microsoft Advertising. “Perion has leaned collaboratively into shared goals for brand safety and user protections, and we look forward to growing into this new era together.”
“We are delighted to continue to work closely with Microsoft on Publisher Search Solutions for desktop and mobile. Our mission is to continue to empower publishers with advanced technology solutions to grow their businesses. An enhanced search experience has proven itself to be a predictable and valuable path for growth, both for our publishers and us,” said Tal Jacobson, General Manager at CodeFuel. “This collaboration will enable publishers to expand into new platforms and vertical search solutions for eCommerce, content, and news” Jacobson concluded.
About CodeFuel
CodeFuel is the search technology division of Perion Network Ltd. (NASDAQ: PERI), and the creator of private search engine Privado. The company provides monetization solutions for websites, extensions, apps, and search engines, helping publishers boost search advertising revenue through ads, shopping, and news products. CodeFuel enjoys a long-standing relationship with Microsoft Bing, and additional search partners and content providers.
About Perion Network Ltd.
Perion is a global technology company that provides agencies, brands and publishers with innovative solutions that cover the three pillars of digital advertising. From its data-driven Synchronized Digital Branding platform and high-impact ad formats in the display domain; to its powerful social media platform; to its branded search network, Perion is well-positioned to capitalize on any changes in marketers’ allocation of digital advertising spend.
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