Google Ads Expands Placement Options for App Ads

searchenginejournal | August 01, 2019

Opteo continuously monitors Google Ads accounts for statistically significant patterns. When something comes up, Opteo suggests an improvement backed up by real data. Opteo also helps monitor performance trends, track spending & get alerts when you need them. App ads will appear in more places across Google’s network, as they’re being expanded to the Discover feed and YouTube. Existing placement options for app ads include Google search results, the Play store, YouTube, and over 3 million sites and apps. App campaigns running in the United States will automatically reach users on Discover who are identified as potentially being interested in your app.

Spotlight

This past year was a hot year for the social media marketing world, especially for content creators. The video, in particular, quickly swept over all social platforms and became the main focus for many marketers. And as content production is on the rise, consumer attention spans are on a fast decline. This leaves the rest of us in a constant battle to produce relevant, high-quality, captivating content in quick snippets. That’s how short-form (10-30 second) videos have taken over social media in 2017.

Spotlight

This past year was a hot year for the social media marketing world, especially for content creators. The video, in particular, quickly swept over all social platforms and became the main focus for many marketers. And as content production is on the rise, consumer attention spans are on a fast decline. This leaves the rest of us in a constant battle to produce relevant, high-quality, captivating content in quick snippets. That’s how short-form (10-30 second) videos have taken over social media in 2017.

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AD NETWORKS

Adimpact Partners With Innovid to Measure Linear and CTV Political TV Advertising

Adimpact, Innovid | June 06, 2022

Adlmpact chose Innovid as its cross-platform measurement partner for political linear and connected TV (CTV) campaigns. Leveraging the TVSquared by Innovid platform, Adlmpact advertisers get a unified view of their converged TV campaigns and real-time insights on reach, frequency, incremental reach, and outcomes. Adlmpact is a leading provider of ad intelligence data for fast and smart decisions. Innovid is a leading independent CTV advertising delivery and measurement platform. As the midterm elections of 2022 heat up, political media strategists see the need to go beyond broadcast and cable to reach voters with shifting viewing preferences. Kyle Roberts, CEO, Adlmpact, said, “This is a crucial political cycle, and CTV will play an instrumental role in helping candidates and causes get their messages heard by the right people, at the right times and in the right places." Kyle Roberts, CEO, Adlmpact, said, “This is a crucial political cycle, and CTV will play an instrumental role in helping candidates and causes get their messages heard by the right people, at the right times and in the right places. With the TV video mix looking very different from years past, having accurate, real-time measurement is critical. With the TVSquared by Innovid platform, we have access to delivery and performance metrics from linear and CTV in a single, unified solution, giving us granular insights into who was reached, where, when, and how often.” The TVSquared by Innovid platform provides real-time, privacy-compliant analytics for political advertising to: Understand the most important metrics, such as reach, frequency, incremental reach, and performance insights Determine total reach across linear and individual streaming platforms Determine the declining returns threshold and ideal ad frequency Identify efficiencies, optimize, and retarget campaigns for specific demographics

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AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements. We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting." Lisa Utzschneider, CEO, IAS. Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign. Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation. "Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs." About Integral Ad Science Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

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ADVERTISER PLATFORMS

Measured Facebook Solution Reveals Media Incrementality While Platform Attribution Is Hindered by Apple

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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