BRAND MARKETING
Instagram | November 27, 2020
Instagram is giving advertisers to distribute supported posts from users' records through an update to branded content ads.
Branded content advertisements were presented a year ago as a path for influencers to recognize when their posts are sponsored by a company or brand.
The ads look simply like organic posts distributed from the user’s record, just they have a tag reading: “Paid partnership with [brand name].”
Making the ads required a lot of coordination between the influencer and the brand. The content had to be published as an organic post first, and then the brand would experience Instagram to promote the post as an ad.
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AD NETWORKS
techcrunch | June 22, 2021
Facebook’s efforts to bring advertising to the Oculus virtual reality platform it has spent billions of dollars building out doesn’t seem to be off to a great start.
The company announced last week that they were planning to roll out their first in-game ads inside the title “Blaston” from the prolific VR game developer Resolution Games, and just days later the game studio has shared that after hearing an earful from users they’ve decided to abandon the ad rollout.
“After listening to player feedback, we realize that Blaston isn’t the best fit for this type of advertising test,” a tweet from the Blaston account read. “Therefore, we no longer plan to implement the test. We look forward to seeing you in the arena and hope you try the Crackdown Update that went live today!”
This potential ad rollout had been particularly noteworthy because the ads were being tested inside a title from a third-party developer. Facebook has purchased a handful of VR studios in recent months and owns a number of the most popular Quest titles inside its marketplace, so the opportunity to roll out advertising with a third-party partner gave Facebook a chance to frame the advertising rollout as a way for other developers to open up their monetization channels, rather than for Facebook to do so.
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ADVERTISER PLATFORMS
Taboola, DoubleVerify | August 27, 2021
Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced a partnership with DoubleVerify, a leading software platform for digital media measurement, data and analytics.
With this launch, Taboola’s advertiser partners, including performance marketers, brands and media agencies, will receive access to DV’s standard brand safety and suitability targeting technology, allowing for control over the quality of where their ads are placed. These settings can be customised by advertisers based on DV’s deep ontological expertise and industry-leading brand safety and suitability controls. DV’s sophisticated approach to content classification allows advertisers to carefully balance brand reputation, protection, and scale while achieving their marketing objectives across their Taboola campaigns.
DV’s pre-bid brand safety and suitability segments are now available directly within the Taboola Ads console for use when planning and executing campaigns on Taboola’s vast network of more than 9,000 premium digital properties. Advertisers can make use of DV’s safety and suitability segments while taking advantage of the variety of outcome-based buying options, including CPC and vCPM, available in the Taboola Ads console.
“DoubleVerify’s brand safety and suitability solution enables brands to align their advertising dollars with suitable content, which improves performance,” said Mark Zagorski, CEO of DoubleVerify. ”Extending turnkey access to our solutions across Taboola’s environment will help global brands build confidence in their media placements and achieve a higher rate of contextual content suitability. This, in turn, helps create a stronger digital ecosystem where advertisers are able to support premium publisher inventory while safeguarding brand equity.”
“Many of today’s advertisers require a nuanced approach to brand safety and our reach, coupled with DoubleVerify’s ability to offer different tiers of safety and suitability within different categories, is uniquely valuable,” said Adam Singolda, CEO and founder, Taboola. “With shifts in how consumers view ads online and the growth of ad spend after last year, advertisers deserve peace of mind that their ads are running alongside the content they prefer. DoubleVerify is an innovator in the realm of advertiser trust, and as we bolster our suite of brand safety offerings, partnering with them was a natural fit.”
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