Facebook is Wrong 27% of the Time When Detecting Users’ Interests

Facebook | January 21, 2019

According to a recent study, 27% of US adult Facebook users say the platform’s classification of their interests is inaccurate. Further, 74% of users didn’t know that Facebook maintained a list of their interests.
Only slightly more than half of users (51%) say they’re comfortable with Facebook compiling this information. These statistics are based on a study from Pew Research Center, who asked a representative sample of users to reflect on the data that had been collected about them.
The survey of Facebook users was conducted between September and October of 2018. Although Facebook makes it easy for people to find out how its algorithm has categorized their interests in the “Your ad preferences” page, it’s not well communicated.

Spotlight

The eTrade baby is one of the most recognizable icons and successful ad campaigns ever.

Spotlight

The eTrade baby is one of the most recognizable icons and successful ad campaigns ever.

Related News

DISPLAY ADVERTISING

Mobiquity Technologies, Inc. Expands its Service Offerings on its MobiExchange SaaS Platform

Mobiquity Technologies | December 24, 2021

Mobiquity Technologies, Inc.(NASDAQ: MOBQ) (the “Company”), a leading provider of next-generation advertising, today announced new service offerings for MobiExchange (www.mobiexchange.com), the Company’s SaaS platform for digital advertising and data services. MobiExchange is one of the fastest, easiest, and most affordable ways for small and medium size brands and advertising agencies to enhance and manage a digital media campaign. MobiExchange is a SaaS platform for digital advertising and data services, specifically designed for non-technical personnel to assist them in reaching their target audiences. MobiExchange allows advertisers to turn their offline data in actionable data within minutes and does it without incurring the burden of an expensive in-house tech team. MobiExchange has recently added political audiences to its already existing consumer and automotive audiences, which means political advertisers can now onboard their offline data to MobiExchange and create targetable audiences and look-a-like audiences to be used with their programmatic media buying campaigns. These targetable audiences can then be instantly used directly on the Company’s Advangelists Platform or can be exported and used on a variety of 3rd party platforms, creating a true one-stop seamless service. Glenn Davis, Managing Partner, BW Strategy Group (“BWSG”), said, “BWSG embraces technology to help campaigns and businesses tell their story to the right audience. Mobiquity's platform has given us the ability to micro-target custom audiences with ease and has increased our ad placement efficiency by aggregating OTT, CTV, and digital web placements all inside one platform.” We have worked closely with a number of clients that utilize our solutions to help political campaigns better target their voters. With the recent addition of political audiences to our MobiExchange capabilities, we look forward to engage with more agencies like BWSG that are seeking better tools to help campaigns micro-target voter groups with the right message.” Dean Julia, CEO of Mobiquity Technologies About Mobiquity Technologies Mobiquity Technologies, Inc. is a next generation, Platform-as-a-Service (PaaS) company for data and advertising. The Company maintains one of the largest audience databases available to advertisers and marketers through its data services division. Mobiquity Technologies’ Advangelists subsidiary provides programmatic advertising technologies and insights on consumer behavior.

Read More

ADVERTISER PLATFORMS

boostr introduces Net Advertising Revenue Retention (NARR) to help publishers grow enterprise value and combat churn

boostr | February 10, 2022

Selling advertising has always worked on a transactional basis where publishers need to compete and win business on a deal by deal basis. Successful publishers have realized that revenue retention is a key to growth. In the May 2021 Media Ad Sales Trends report, boostr found that revenue retention and revenue growth are positively correlated. In fact, the digital publishers with the highest revenue growth rates from 2019-2020 had the best client and revenue retention rates. In the same study, boostr found the top 75th percentile of publishers retained 72% of revenue year over year while the median was 55%. Unfortunately, a majority of publishers are not able to retain significant client spend and need to find more new logos every year. While there are many reasons for this, oftentimes publishers don't have visibility into the problem. "When I'm talking to CROs and ask them what their churn is, half of them aren't sure, the other half often know, but it's a point in time view because it was so difficult to get the data", says Patrick O'Leary, CEO & Founder at boostr. Drawing inspiration from the powerful SAAS metric Net Revenue Retention and working alongside publishers tackling their churn problems, boostr is excited to announce Net Advertising Revenue Retention or NARR. NARR provides a SAAS play metric for publishers to help them grow by retaining more revenue while improving their enterprise value. Publishers often trade on their ebitda multiple vs SAAS companies trading on their recurring revenue multiple, at higher valuations. Publishers who can look more SAAS like are more likely to fetch higher valuations thus growing enterprise value for their stakeholders. Revenue retention is critical for publishers and a healthy sign of a strong partnership. NARR provides publishers a new way to measure how they're doing and visibility where action is needed." Tim Daugherty, SVP Revenue & Digital Operations at Vice Media NARR is similar to the SAAS metric Net Revenue Retention (NRR) in that it measures how much revenue is retained from a cohort of customers who spent at the same time last year providing a measure of reoccurrence of revenue. By breaking out NARR by Advertiser, publishers can get insight enabling revenue leaders to take action with an impact. In addition to introducing the NARR metric to the media industry, boostr is announcing productization of NARR for publishers. boostr provides a NARR dashboard out of the box so publishers can quickly get insights into their NARR to develop strategies to grow it. The NARR dashboard is available to boostr clients now.

Read More

ADVERTISER CAMPAIGN MANAGEMENT

Walmart takes another page from Amazon, reports 95% increase in U.S. advertising sales

Walmart | August 19, 2021

Walmart reported a 95% increase in its U.S. advertising sales in the second quarter, and said its number of active advertisers rose more than 175%, as more companies and brands paid to advertise their products to its customers, online and in stores. The advertising boom was just one of the factors that gave Walmart’s earnings call a familiar ring to anyone who’s tuned into Amazon’s business. “The phrase ‘serving customers’ has traditionally meant one thing at Walmart,” said Walmart CEO Doug McMillon on the earnings call, referring to traditional retail sales. “But today It includes serving marketplace sellers, our advertising partners, and those that want to use our fulfillment services or proprietary software.” Walmart’s actual ad sales numbers weren’t large enough to require disclosure in its earnings report Tuesday, but Amazon has shown the value of this approach. Reporting its own second quarter earnings, Amazon said its “Other” category, which primarily consists of advertising, generated $7.9 billion in sales. That was up 87% from the prior year. It’s part of a larger trend of Amazon making more money doing things other than selling products. UBS analyst Michael Lasser pressed Walmart executives on the call to reveal more about the scale and potential of their ad business, without much success. Lasser estimated that advertising sales in e-commerce represent about 5% to 10% of GMV, the gross merchandise value of products sold. He surmised that Walmart’s ad business might be in a nascent phase, perhaps 1% to 2% of GMV, and asked if ad dollars are coming at the expense of other revenue from Walmart’s vendors. Brett Biggs, Walmart chief financial officer, didn’t confirm or deny Lasser’s speculation but spoke to the larger direction of Walmart’s advertising business. “We rebranded the business from Walmart Media Group to Walmart Connect last year, and that was just to make sure that it was very clear that this opportunity is going to help us connect buyers, sellers, suppliers and customers all together in a way that’s accretive to the customer experience,” Biggs said. “And as long as we do that, I will remain very, very bullish on the growth potential in this business.” Overall, Walmart reported total quarterly revenue of $141 billion, up 2%, with profits of $4.3 billion for the second quarter of its 2022 fiscal year, ended June 30, 2021. For the quarter, Walmart’s e-commerce sales growth in the U.S. dropped back into the single-digits as more customers returned to physical retail stores. Its U.S. e-commerce business grew 6% in the second quarter, to about $11 billion. That compared to year-over-year growth of more than 90% a year ago, at the height of the pandemic. But looking at the long-term trends, Walmart was able to maintain much of the e-commerce headway that it made during the past year. Its U.S. e-commerce sales are up 103% compared to two years ago. E-commerce now represents more than 11% of the company’s $98.2 billion in U.S. net sales, vs. 6% of its $85 billion in U.S. net sales for the same quarter two years ago. McMillon said Walmart wants to reach a point where it’s “completely indifferent” as to where and how customers shop, in terms of its revenue and profits. “I think some people view stores these days as boring,” McMillon said. “We don’t.”

Read More