Facebook and Google advertising is run by machines and that’s a good thing

venturebeat | September 26, 2019

Google and Facebook’s advertising platforms are rapidly implementing features that allow almost any advertiser to use algorithmic campaign management to optimize their campaigns. If you’ve been buying advertising from Google and Facebook over the last few years and trying to beat their algorithms, you probably knew that already. Both platforms are actively pushing advertisers toward algorithmic campaign management. New, machine learning-driven features have been rolling out every quarter or so for a while. What’s changed is how efficient the algorithms have become at buying media. Just in the last month or so, Google has rolled out Value Bidding, Similar Audiences, Ad Groups, Media Library, and Asset Reporting. Two of those new features (Value Bidding, similar to Facebook’s value bidding, aka “target return on ad spend”) take significant advertising management tasks out of the hands of humans and give them over to the algorithm aka “the machines.”

Spotlight

BA Advertising and Marketing student Corey tells us about his placement and how the University helps its students with employability. Find out more about the course here: https://www.coventry.ac.uk/course-structure/ug/2020-21/fbl/advertising-and-marketing-ba-hons/

Spotlight

BA Advertising and Marketing student Corey tells us about his placement and how the University helps its students with employability. Find out more about the course here: https://www.coventry.ac.uk/course-structure/ug/2020-21/fbl/advertising-and-marketing-ba-hons/

Related News

ADVERTISER PLATFORMS

Imaginuity Acquires Beacon Advertising

Imaginuity, Beacon Advertising | November 09, 2022

Imaginuity® announced the acquisition of Beacon Advertising, a deal that includes Evan Meeks, co-founder of Beacon, becoming Executive Director of Client Partnerships at Imaginuity. Already one of the largest independent marketing services providers in the Southwest, the combined operation will do business under the Imaginuity brand. Beacon Advertising was founded in 2015, and serves clients across the restaurant, retail, and B2B space, building brands with creative solutions in broadcast, digital, social, print, POP, and packaging. The Beacon team and its leadership will further strengthen Imaginuity’s business and their support of over 3,300 client locations across North America. “This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “This acquisition is accretive to our integrated service offering by adding more marketing talent and multi-location clients to our growing agency,” said Taylor Calise, CEO of Imaginuity. “We’re especially excited to welcome Evan and his extensive brand management and media agency experience to our executive team.” Imaginuity provides integrated marketing services complemented by its proprietary AdScience® customer data platform that collects and analyzes data along the customer journey. “Blending our team into Imaginuity means we can provide our clients broader marketing services along their customer journey from traditional media to online media, all the way to conversion on any device,” added Meeks. The combined operations will employ nearly 120 team members and will report 2022 capitalized billings of approximately $200 million. Imaginuity is headquartered in downtown Dallas. About Imaginuity Imaginuity is the integrated agency that is reimagining marketing for the connected age. The agency’s proprietary AdScience® customer data platform collects, manages, analyzes and activates data to drive more efficient conversions throughout the customer journey. Headquartered in Dallas, Imaginuity provides integrated marketing services, including brand experience, advertising, traditional and digital media buying, paid and organic search, social media, web development, UX, AI, data analytics and database marketing services. More information is available at www.imaginuity.com.

Read More

ADVERTISER PLATFORMS

ViewLift Deploys Advanced Ads Solutions for Customers

ViewLift | November 21, 2022

ViewLift, a global leader in end-to-end streaming and OTT solutions, today announced the deployment of Advanced Ads Solution to help content monetization through Google Ads by enabling SDKs like PAL, Open Measurement, and Why This Ad (WTA) for its customers, helping them double their CPMs through Google Ads. Advanced Ads Solution is a new package of player-level implementation and certifications that allow you to specify who is watching and rule out the bots and fake ads. This implementation gives publishers a lot more comfort about who is watching. The basic version of Ads implementation already has many features and tools, such as creating any number of ads, organizing them into groups, implementing ad rotation, and more. One can also implement very complex ad settings to precisely target specific groups of users and types of content. Some of the features from business and customer points of view are: Features: Flexible ad types Monetize ad-block users Works on cached sites Click Fraud Protection Tracking & Reports Test ad networks Mobile ads Selling Ad Space Schedule ads Control the ad layout Manage unlimited ads Managing to make AMP ready page Powerful CPM building Monetize content Though this is a global phenomenon, it's highly relevant for the Indian market as a lot of businesses in India rely on advertisements to generate revenue. Deploying Advanced Ads from ViewLift will allow its customers to double their CPMs and fill rate with Google. Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings." Manik Bambha, Co-founder & President at ViewLift said, "Advanced Ads technology allows our clients to further utilize the benefits from Google Ads to monetize their content and practically double their earnings. The deployment of ViewLift’s PAL, WTA, and OM enhance the performance of advertisements by doubling up the CPMs and helping content owners save time and utilize the technology to its full potential.” About ViewLift ViewLift is a full-service digital content distribution platform empowering media companies, sports leagues and teams, broadcasters, and others to monetize their content through native branded apps on all major OTT devices. ViewLift operates across the digital ecosystem, understanding each device's unique requirements and best practices. ViewLift offers clients a range of monetization models on a proprietary platform with advanced analytics, tracking performance in real time.

Read More

AD TECH AND MARTECH

AdKaora and Adgage Strike Exclusive Multi-Platform Partnership with Anzu to Bring Intrinsic In-Game Ads

AdKaora, AdGage, Anzu | September 22, 2022

AdKaora, a digital agency specializing in user-centric mobile advertising and proximity marketing, Adgage, a Spanish company specializing in mobile advertising and partially acquired by Mondadori at the end of 2021, and Anzu.io, the world’s most advanced in-game advertising platform, have signed an exclusive partnership in the Italian, Spanish, and Portuguese markets to enhance the Mondadori Group's offering with intrinsic in-game advertising. AdKaora and AdGage have joined forces with Anzu to help more advertisers seize the unique opportunity to reach a vast target audience of gamers and gaming fans. This gives these companies the edge by anticipating the new communication opportunities that have emerged with the explosion of gaming and metaverse. Now post-pandemic, the gaming phenomenon has exploded: the global gaming audience has expanded to 3.24 billion people, covering all age groups and nationalities. Accessing such a lean-forward target audience, with very little ‘second-screening’ or distractions from other media, is one of the main incentives that increasingly drives brands to allocate more of their budgets to in-game advertising strategies. Anzu boasts the world's most advanced in-game advertising solution available across mobile, PC, consoles, and gaming metaverses, with IAB-recognized, highly immersive formats and an expansive gaming inventory, including exclusive AAA titles from the world’s leading game studios like Ubisoft, Razor Edge Games, and Saber Interactive. The company has also been named Best Ad Tech Platform at the Digiday Media Awards Europe 2022 and Best Tech Partner at 2022’s Drum Awards. Anzu’s patented 3D ad tracking engine and a full suite of integrations with third-party vendors, including Oracle Moat and IAS, provide first-to-market viewability measurement for in-game ads for direct and programmatic campaigns across platforms. Playing a large part in establishing the new Intrinsic In-Game Measurement Guidelines with IAB and MRC, Anzu’s efforts mean that advertisers have never had more confidence to invest in the in-game advertising medium. Anzu also provides a gateway for many brands to activate advertising campaigns through gaming metaverses, presenting brands with a unique opportunity to reach a very young, fast-growing audience through multiple unique experiences. “There’s never been a more exciting time for brands to enter gaming as an advertising space. With over 50 million gamers in Italy, Spain, and Portugal collectively, the audience is there, and advertisers have the opportunity to reach them right now. We’re delighted to partner with AdKaora and AdGage to broaden the horizons of brands and refresh their campaigns with the possibility of intrinsic, brand-safe, and attention-grabbing in-game ad campaigns." - Stephanie Lublinski, Head of Partnerships (Emerging Markets), Anzu AdKaora and Adgage have already been launching in-game ad projects with Anzu that have helped to strengthen brand awareness, visibility, and key KPIs while running in an environment with high brand safety guarantees. Data from HUMAN recently showed that out of 579M events, Anzu’s IVT averaged out at 0.36% on mobile and 0.11% on PC, reaffirming that its in-game ad formats have much lower fraud rates than other forms of digital advertising. "Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy."- Davide Tran, CEO, AdKaora "Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy. Because of this, the demand for communicating within the gaming world is increasingly high. For AdKaora to decisively enter a market is to do so with the best possible proposition, and with Anzu it was "game, set and match" at the first sight. We are happy to work with them, and in parallel with los hermanos of AdGage, to develop multi-country projects given the exclusive Italy, Spain and Portugal and develop innovative projects for brands, creating an ecosystem suitable for this type of advertising. Spoiler alert: the integration of Dakar, one of the most played driving simulation games in the world, with Anzu on consoles as well." — Davide Tran, CEO, AdKaora

Read More