Google Ads Switches to Smart Bidding for Search Partner Sites

Google | September 26, 2018

Google Ads has switched from Smart Pricing to Smart Bidding for search partner sites that utilize conversion tracking. This change affects sites in the search network that partner with Google to show ads. As Google explains, Smart Bidding can offer better performance by using a wider range of contextual signals to optimize bids for every auction. Some of the signals Google’s Smart Bidding uses to automatically optimize bids include the type of webpage on which the ad was served and attributes about potential customers.

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IBM Brings AI Solutions for Brand and Publishers

IBM | October 06, 2020

IBM (NYSE: IBM) today announced three new products to add to its growing suite of AI solutions for brand and publishers. The new capabilities are privacy-forward and designed to allow brands to reach consumers while considering user privacy. IBM intends to work with industry leaders, including Xandr/AT&T, Magnite, Nielsen, MediaMath, LiveRamp and Beeswax to help scale the use of AI across the industry. The announcement was made this morning at Advertising Week's digital-first virtual event #AW2020. "While the advertising industry strives to re-emerge strong from the global economic and societal issues we faced this year, it's also deep in the throes of a major transformation with changes to mobile identity, certain elimination of third-party cookies, compliance and regulatory shifts and increased demand for trust and transparency," said Bob Lord, SVP, Cognitive Applications and Blockchain, IBM.

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Anzu Awarded TAG Seals and IAB UK Gold Standard 2.0 Certification

Anzu Virtual Reality Ltd. | August 16, 2021

Anzu.io, the world’s most advanced in-game advertising platform, announced today that it earned three major industry certifications: the Trustworthy Accountability Group (TAG) Brand Safety Certified Seal, the TAG Certified Against Fraud Seal, and the Internet Advertising Bureau (IAB) UK Gold Standard Certification 2.0. Together, these certifications demonstrate Anzu’s ongoing commitment to promoting a safe, secure, and fraud-free ecosystem that benefits the entire advertising chain. Anzu was awarded the TAG Brand Safety Certified Seal after an independent validation by third-party auditor ABC, demonstrating that the company had achieved the program requirements, including industry best practices to improve brand safety and reduce the risk of ad misplacement. The TAG Certified Against Fraud Seal is awarded to companies that maintain rigorous standards to combat fraudulent and invalid traffic in the advertising supply chain. As part of those requirements, Anzu uses MRC-accredited anti-fraud solutions and measures and verifies that traffic is compliant with industry safety standards. Anzu is known to take a proactive approach to meeting and exceeding industry demands for greater transparency. These certifications will give media buyers, and advertisers increased confidence in the steps taken to protect brand safety and reduce fraud through Anzu’s in-game platform. “As digital gaming continues to grow rapidly, we are pleased that forward-looking companies like Anzu are adopting best practices to combat fraudulent, invalid traffic and protect the brand safety of their ad partners,” said Mike Zaneis, CEO of TAG. “These supply chain challenges extend across all parts of the digital advertising ecosystem, so TAG is committed to ensuring its program covers gaming and other emerging digital advertising channels, and we look forward to continuing to work with Anzu on these important efforts.” To receive the IAB Gold Standard Certification 2.0 in the Full-Service Support category, Anzu took the necessary steps. These included implementing IAB Tech Lab’s ads.txt to tackle ad fraud and its Transparency & Consent Framework v2.0 to ensure GDPR and e-privacy laws are adhered to, undergoing a TAG Brand Safety audit, and endorsing the guiding principles from Coalition for Better Ads. “As the industry evolves, with areas such as gaming seeing rapid growth, it’s essential that businesses are upholding standards and best practices across the board. The Gold Standard is key to this, helping to create a digital ecosystem that is both responsible and sustainable. We’re delighted to have Anzu’s support in this mission, and many congratulations to them on becoming Gold Standard 2.0 certified,” said Tina Lakhani, head of ad tech, IAB UK. In addition to these achievements, Anzu is the first and only platform of its kind to earn an ISO 27001 certification. The in-game advertising company also partners with many top-tier AdTech industry leaders to enable advertisers to make smarter, more effective media buys. Anzu and Moat work together to track impression delivery and IVT measurement in 3D mobile and PC game environments. The company’s partnership with Comscore brings advertising measurement and attribution solutions to advertisers to better understand audience behaviour and campaign impact. “The public’s interest in gaming and esports has exploded over the past few years, and advertisers have taken note, realising that they can connect with a diverse audience of 3.1 billion gamers. We have taken the concepts of brand safety, transparency, measurement, and data privacy to the next level, ensuring advertisers and publishers operate within an environment that delivers value for them while protecting the player experience,” said Tegan Hull, Anzu’s head of operations. “We are proud to have earned these certifications, and we will continue to lead the industry in promoting them and establishing new ones that uphold our values.”

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Catalina and GSTV Form Strategic Partnership to Measure Impact of DOOH Ads

Catalina | December 02, 2021

Leading shopper intelligence and omni-channel media provider Catalina and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, have formed a strategic partnership to make GSTV an integral part of more retailers' and CPG brands' retail media strategies. Catalina will provide the required measurement metrics that demonstrate the efficiency and effectiveness of advertising on GSTV to help retailers and brands close the measurement loop and optimize the impact of specific GSTV ads on in-store sales. GSTV's digital video platform drives engagement with active and mobile consumers each day at more than 26,000 fuel retailer sites across the U.S., connecting with more than 96 million unique viewers each month. Notably, GSTV reaches grocers' most valuable shoppers with those who fuel up before visiting a grocery store spending 2.4 times more on groceries than those who hadn't just fueled up. Data also shows that the average GSTV viewer spends up to 3.9 times more on products at stores that are a regular part of their consumer journey within three hours of visiting a gas station. For its part, Catalina has been beefing up its Digital Out of Home (DOOH) capabilities in recent months, adding it as part of their omnichannel media strategy and leveraging their data insights to support innovative new targeting and measurement solutions. GSTV is a unique waypoint in the shopper journey, making it a valuable component to an advertiser's retail media strategy. Working together, we will help retailers and brands close the measurement loop and accurately assess and optimize the impact of specific GSTV ads on actual in-store sales." Tiffany Southwell, VP of Out of Home Media at Catalina. In September, Catalina announced that it has been aggressively investing in a modular portfolio of products and services under the "Catalina Compass" umbrella to support Retail Media Networks of all sizes by providing both shopper insights and measurement capabilities. Both Catalina and GSTV see a promising opportunity to make the latter an integral part of more retailers' on- and off-site media strategies. "Reaching the c-store shopper via GSTV is valuable for brands not only because of the network's proven ability to drive sales at c-store, but also because c-store shoppers spend a lot more on promoted items in other retail channels," said Eric Z. Sherman, EVP of Insights & Analytics at GSTV. "Catalina's Shopper ID Graph spans more than 109 million households and 1.9 billion digital ad IDs. Thanks to the depth of their shopper intelligence, Catalina can provide unique audience-level insights and prove shoppers make purchases as a direct result of the ads they saw on GSTV." An early demonstration of the new partnership: A recent campaign for a major ice cream brand drove a +17.3% sales lift among the GSTV-exposed audience, with incremental sales yielding a return-on-ad-spend of $5.37. Of note, 46% of buyers responding were new to the brand. Added Southwell, "With Catalina's data insights and precise measurement capabilities, GSTV will be able to optimize the performance of their campaigns and persuade more retailers and brands to seamlessly and efficiently incorporate GSTV into their broader media strategies." About Catalina Catalina is a leader in shopper intelligence and highly targeted in-store, TV, radio and digital media that personalizes the shopper journey. Powered by the world's richest real-time shopper database, Catalina helps retailers, CPG brands and agencies optimize every stage of media planning, execution and measurement to deliver $6.1 billion in consumer value annually. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining consumer trust. Catalina has operations in the United States, Costa Rica, Europe and Japan. To learn more, visit www.catalina.com or follow us on Facebook, LinkedIn and Twitter @Catalina. About GSTV GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world's largest advertisers.

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