Google expands smart segmentation for rewarded ads in AdMob

ppc.land | August 04, 2019

Google this week expanded smart segmentation to include rewarded ad units. Until now, smart segmentation was only available for interstitial ad units. According to Google, smart segmentation is a feature that only shows ads to users unlikely to make purchases in the app.Google says that smart segmentation protects the user experience of your purchasers while growing the ads revenue.

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Amazon Sponsored Brands increasingly effective at driving sales with 33% increase in attributed sales Q4 2021

Perpetua | January 15, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 Benchmark Report showcasing the most important trends and metrics on Amazon, to help inform marketplace advertising strategy. Included in the report this year are Q4 benchmark ad performance for Instacart, Walmart and Target. Perpetua's 2021 Q4 Benchmark Report is based on performance data from campaigns under Perpetua's management. With Q4 being the most competitive quarter of the year with Black Friday Cyber Monday, and holiday shopping, Sponsored Display CPC was up 20% quarter-over-quarter. This is the highest jump across all paid search ad units on Amazon and may partly be attributed to more advertisers taking advantage of Sponsored Display's newly released features (including custom creatives and purchases remarketing). Along with placements being more expensive, there was also a drop off in CTR and ROAS. It is worth noting however, despite all the above, customers who are clicking through are converting at a 13% higher rate compared to Q3. “Advertising proved to be an important piece of this holiday season as consumers increased the rate at which they clicked on ads while reducing the amount of products they considered. This led to a relatively steady ROAS for advertisers despite CPCs rising over 30%,” says Adam Epstein, President at Perpetua. “Also worth noting, in Q4 we saw more advertisers push their marketing budgets higher up the funnel with a goal to attract more new-to-brand customers. We expect this to continue through 2022 as Amazon continues to increasingly capture more brand-awareness budgets from advertisers with DSP and OTT to drive incremental sales growth.” While Amazon Sponsored Brand ads are typically an upper-funnel strategy, it has become increasingly effective at driving sales with greater efficiency than Sponsored Product ads. As such, advertisers have shifted budget towards Sponsored Brands where spend has increased 39% in Q4. Increasing competition and CPCs has been the story of Amazon Advertising for the last year. It is an optimistic sign to see CPCs flatten this quarter amid the most competitive season of the year, along with the expected increase in CVR, sellers are seeing an overall boost in Sponsored Product efficiency. About Perpetua. Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility.

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AD TECH AND MARTECH

AdTech Startup Tomi Secures Seed Funding to Make Real Estate Ads Perform as well as E-Commerce

Tomi.ai | June 24, 2021

Real estate, automobile, and financial services all have lengthy and offline sales cycles, and digital advertising does not work well in these industries. Because the real-world assets remain offline, the temptation for advertisers is to buy leads and clicks, which may increase customer acquisition costs. People browse, but they mainly purchase offline. Tomi, a new startup, intends to solve this problem by analyzing a user's activity on a company's website (through a tracking pixel combined with ad APIs and CRMs) to assist businesses in reaching customers more effectively in the manner of an e-commerce business. It has already raised a $1 million initial round from Begin Capital and the Phystech Leadership Fund. Tomi was founded by Konstantin Bayandin, a former senior director of digital marketing and technology at Compass and chief marketing officer at Ozon, called "Russia's Amazon." It competes with comparable AdTech firms such as Anytrack, Sociaro, Meetotis, Alytics, and Postclick. The difference, according to Bayandin, is that Tomi "focuses on offline conversions and works with various ad channels, including Facebook, Instagram, and Google." "Real-estate firms would love to use internet advertising to sell their inventory, but it turns out to be too costly and difficult," says Bayandin. In addition, people like browsing but rarely convert, and the majority of these transactions take place offline. As a result, real-estate clients are unsure of how to optimize for their real buyers. Tomi uses machine learning to examine how real buyers navigate the website and improve ad campaigns for conversions." The context for all of this is that, with Apple discontinuing IDFA, Google intending to delete third-party cookies from its Chrome browser, and the newest iOS 14.5 update enabling users to opt-out of "personalized ads," the whole advertising industry is in flux, necessitating the development of new technologies. Tomi, according to Bayandin, is a member of this new wave of AdTech.

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AD TECH AND MARTECH

Mediavine Rolls Out Native Ad Offering Across ±7,800 Independent Publisher Websites

Mediavine | March 24, 2021

Mediavine, the largest selective full-administration ad management firm in the U.S., carried out its native ad offering across its ±7,800 free publisher sites. While other ad tech organizations offer a native-to-banner-style ad auction, Mediavine's answer is 100% native, from the underlying offer solicitation to the last ad display. The cycle will operate on Mediavine's specially assembled exclusive technology. Mediavine dispatched the prevalent performing native ads—in addition to banner and outstream—with an end goal to accelerate load times, upgrade user engagement, and increase visibility for ads. Measurements already demonstrate the progress to be effective, mirroring an increment in the click-through rate (CTR) and visibility on each site, with multiple occasions the measure of clicks. Mediavine is working with Magnite, the biggest autonomous sell-side advertising stage, to create and scale the company's solution. "Native ads are the next era of advertising, you already see them utilized by big tech companies like Facebook and Instagram," said Eric Hochberger, CEO and Co-Founder of Mediavine. "We are pleased with the initial results of this new streamlined process, which is already yielding an increase in engagement, due to native's modern visual and functional traits." The in-feed native ad offering gives a consistent ad integration with publisher websites and makes an attachment between publisher content and advertisements. In spite of standard banner ads, Mediavine native ads adjust the ad plan with the individual tasteful of every publisher site. Additionally, native ads consider more artistic liberty and are additional time effective for marketers and advertisers the same. "Native is one of the most important growth areas for digital advertising—largely because native units test very well with end-users," said Tom Kershaw, Chief Technology Officer at Magnite. "It's great to see Mediavine putting significant resources behind its native solution to achieve better results for publishers and advertisers. We are continuing to work collaboratively with the Mediavine team to develop programmatic native solutions and standards that achieve high viewability, while enhancing the end user experience." About Mediavine Mediavine is the largest exclusive full-service ad management company in the United States, representing and monetizing ±7,800 publisher partner websites in addition to its owned and operated properties. Mediavine proudly ranks as a Comscore top five lifestyle property with 130 million unique monthly visitors and 17 billion monthly ad impressions. Additionally, Mediavine is an award-winning Google Certified Publishing Partner, Trustworthy Accountability Group (TAG), Ads.txt and GDPR compliant, and is also a member of the Coalition for Better Ads and Prebid.org.

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