Facebook Makes Search Ads Available to All Advertisers

brandinginasia | October 21, 2019

Following nearly a year of testing ads in News Feed and Marketplace search results, Facebook is rolling out search ad placement to all advertisers it announced in a blog post. The ads will appear in results for product or services related search terms such as those for products connected to the e-commerce. Search ad placement is currently available on mobile only. “The ads are designed to fit the experience on the given search results surface (Marketplace search or general search).” said Facebook, adding that “They look similar to News Feed ads and have the same transparency and controls, including a “Sponsored” label so it’s clearly marked as paid placement.” Facebook said that advertisers can manually select the placement when setting up a campaign and that ads will be eligible to appear on search result pages which include general search and Marketplace search.

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Our new Self-Serve Advertising Platform provides marketers and mobile developers a turn-key solution to plan, manage, and optimize online ad campaigns across the tens of thousands of sites.

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Optable Collaborates with Quebecor to Provide Next Gen Ad Products

Optable | November 17, 2021

Optable, a SaaS data connectivity platform and clean room solution designed for the advertising ecosystem, has entered into a deal to provide media conglomerate, Quebecor Inc., a Canadian diversified media and telecommunications company, with the next generation of privacy-preserving advertising products, supporting all digital channels (i.e. display, video, Connected TV (CTV), Digital Out-of-Home (DOOH) and audio advertising), through its subsidiary Quebecor Expertise Media. The degradation of third-party identifiers leaves technical advertisers unable to confidently reach the right audiences on publishers' networks. With a wealth of authenticated/recognized users across websites and apps and hundreds of data points about them, Quebecor Expertise Media will utilize Optable's platform to securely onboard first-party customer data and empower future connected TV and audio advertising strategies. The advertising landscape is evolving, and we have to adapt our data strategy to match that. With Optable we can work alongside advertisers to allow them to utilize their own first-party data sets in advertising campaigns with us, without worrying about privacy concerns. It gives us peace of mind." Jean Péladeau, Vice-President Operational Convergence at Quebecor. With Optable's cleanroom technology, Quebecor Expertise Media will be able to seamlessly forge closer relationships with its advertising partners while respecting the privacy of its customers by allowing publishers to safely and securely compare and leverage audience data with data partners. "We are thrilled to partner with Quebecor, one of the largest media entities in Canada, and to include them in our roster of clients. Their wealth of data will be extraordinarily beneficial to Optable's growth" said Yves Poiré Co-founder & CEO, Optable. "Our platform allows publishers such as Quebecor to take control of their own data in a way that maintains the trust of users, while still accomplishing advertising goals, without relying on a third party's data source." About Optable Optable is a SaaS data connectivity platform designed for the advertising ecosystem in the age of privacy. Inspired by the radical transformation in how data is governed, connected, and used, Optable was built by veterans of the ad tech industry to address the need for a new generation of privacy-preserving data connectivity software. Leveraging cryptographic technology, Optable is the only clean room solution that offers a decentralized, "headless" approach to enabling advertisers, publishers, data companies, and other partners to safely and securely compare and leverage audience data. About Quebecor Quebecor, a Canadian leader in telecommunications, entertainment, news media and culture, is one of the best-performing integrated communications companies in the industry. Driven by their determination to deliver the best possible customer experience, all of Quebecor's subsidiaries and brands are differentiated by their high-quality, multiplatform, convergent products and services.

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AD TECH AND MARTECH

Conviva Announces Streaming Audience Measurement Standard, to be Released at CES 2023

Conviva | May 18, 2022

Conviva, the census, Continuous Measurement and Engagement platform for streaming media, has revealed its plan to establish a streaming audience measurement standard. Conviva will avail this measurement standard at CES 2023. The partnership of the premium streaming providers and Conviva's real-time cloud sesssionization technology has fruited into this expansion. The new standard provides census-level streaming audience ad packaging and measurement that is complementary to and works with linear TV. This lets streaming providers compete on a large scale with the digital walled gardens solutions currently competing for ad budgets. For example, Conviva's technology presently processes almost 3 trillion streaming data events every day, serving over 500 million unique users who watch 200 billion streams per year across 4 billion apps streaming on devices. "Audience measurement represents the streaming industry's biggest opportunity and Conviva's technology definitively unlocks its potential, For Conviva's customers, streaming audience is continuously, census-level measured with comprehensive, standardized data. Having solved for this problem technically, we will now work in lock step with the industry to provide a unified streaming ad packaging and measurement solution fully interoperable with any cross-platform currency in market today." Keith Zubchevich, CEO of Conviva There is a proven record for Conviva's Continuous Measurement Analytics Platform as it has delivered an elaborated view of streaming audience insights, including social marketing impact. In addition, Conviva is also announced as the first streaming measurement partner for NBCUniversal due to its highly successful cross-platform measurement pilots for the Superbowl and Winter Olympics in partnership with iSpot. "We have an obligation to deliver consumers a great experience and an obligation to our customers and shareholders to utilize measurement systems that adequately capture the reach, attention, and outcomes we deliver. For the first time, NBCU is bringing its advertising partners a unified cross-screen view across all platforms with access to meaningful metrics that matter to their businesses.", Kelly Abcarian EVP Measurement & Impact EVP at NBCU, from the Superbowl measurement announcement. Furthermore, for the NCAA Basketball Tournament 2022, WarnerMedia and Paramount launched an alternative measurement strategy that leveraged Conviva's technology to support its linear and digital partners, including Comscore and iSpot and VideoAmp, minting multiple successful, alternative cross-platform measurement solutions. Conviva is bringing together top streaming firm leaders in Miami, June 6-8, 2022, following these immensely successful crowd measurement tests and NBCU's certification of Conviva as their streaming audience measuring partner. During the two-day summit, executives will lay out a strategy for reaching wide availability by CES 2023, including product, partnership, and go-to-market strategy. In addition, this executive task group will thoroughly brief industry observers beginning June 9th, 2022, and keep them updated regularly until full GA in Q1 2023.

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SOCIAL MEDIA ADVERTISING

Meta Q1 2022 Earnings Call: Zuckerberg talks about the roadblocks

Meta | April 28, 2022

On its Q1 2022 earnings call Wednesday (April 27), Meta CEO Mark Zuckerberg discussed the current roadblocks and the challenges ahead for the Metaverse and FB's ads business. Meta's first-quarter profits were $7.5 billion, a 21% decrease from the previous year. Revenue increased by 7% to $27.9 billion, the slowest growth rate since the business went public a decade ago. It has reduced its anticipated expense range for 2022 by $3 billion. While discussing the challenges, Zuckerberg mentioned how the short video format has remained far from monetization and recent IOS updates, including Apple's App Tracking Transparency, caused a loss of $10 billion in revenue. In addition, regulators have thwarted Zuckerberg's capacity to make significant, transformative social media acquisitions that may re-ignite growth. "I talked last quarter about some of the near-term challenges facing our business. Some are specific to Meta, like our transition to short-form video, which doesn't monetize as well for now but which we're quite optimistic about over the long term." -Mark Zuckerberg, CEO Meta. "I talked last quarter about some of the near-term challenges facing our business. Some are specific to Meta, like our transition to short-form video, which doesn't monetize as well for now but which we're quite optimistic about over the long term. Some are specific to our industry, like signal loss resulting from Apple's iOS changes, which is a meaningful headwind, but we also expect that with the right technology, investments will navigate OK over time. Other challenges are broader macro trends, like the softness in e-commerce after the acceleration we saw during the pandemic." Mark Zuckerberg, CEO Meta. Meta COO Sheryl Sandberg further addressed the challenges raised by the privacy regulations. "We're working with European regulators on these rules. They are largely in the range of what we were expecting, but the final text has not been released yet, and the details on this will matter. But overall, the regulatory environment is a real challenge for our industry. One, we think we are well set up to meet working closely with regulators and doing things in our technology like privacy-enhancing technologies to do more with less data." Sheryl Sandberg, Meta COO. Zuckerberg mentioned that Meta has prioritized strengthening AI infrastructure, business platform, and Reality Labs by making substantial investments in these areas. "However, based on the strong revenue growth that we saw in 2021, we kicked off a number of multiyear projects to accelerate some of our longer-term investments, especially in our AI infrastructure, business platform, and Reality Labs. These investments are going to be important for our success and growth over time, so I continue to believe that we should see them through." Zuckerberg said. Going further Meta's focus will be in the area of personalized advertising. Meta currently is working with advertisers to make the effective utilization of the new landscapes. "… .we're encouraging partners to integrate with our conversions API to create a direct, reliable, and privacy safe connection between their marketing data and Meta. And we've recently introduced a faster and easier way for SMBs to integrate with it called the Conversions API Gateway." While commenting more about how Meta is helping advertisers, Zuckerberg talked about streamlining the process by providing "better insights with less data is with conversion modelling", Zuckerberg added, "We're also helping businesses connect directly with customers and grow more on-site data conversions through products like click-to-message ads. This is where you click on an ad on your Facebook or Instagram feed and it opens a chat with the business in Messenger, Instagram Direct, or WhatsApp." Coming to Metaverse, Meta CEO is very dedicated to this behemoth of the project. Zuckerberg spends billions of dollars every year developing gadgets and software for the Metaverse, a notion he believes will one day be as large as the mobile internet. Meta's Reality Labs subsidiary, which manufactures the Quest VR headset and upcoming AR glasses, employs around 17,000 people and lost nearly $3 billion in the latest quarter alone. Horizon is one of the early players to get the taste of Metaverse and develop a gateway for the users. Meta is looking forward to launching a web version of Horizon, enabling users to enter the platform without using a VR headset.

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