Google took down 2.3 billion bad ads, 1 million ad accounts in 2018

Marketing Land | March 14, 2019

Google took down 2.3 billion “bad ads” in 2018, according to its annual report on actions it took to address policy violations on its ad platforms. That’s about a million fewer ads than it removed in 2017. However, the ad giant said the number of advertiser accounts it terminated last year nearly doubled from the previous year to nearly one million. Sectors targeted for clean up. For-profit bail bond services, addiction treatment services, third-party tech support, ticket resellers, cryptocurrency and some local services such as garage door repair topped the list of sectors Google focused on in 2018. It banned bail bond ads effective July 2018 and restricted ads for addiction treatment services to those certified by LegitScript (after suspending them in 2017). Thirty-one new policies went on the books to address abuses by the other industries listed. On the publisher front. Some 734,000 publisher and app developers were removed from its ad network, and ads were removed entirely from nearly 1.5 million apps, Google said. In 2017, Google added the ability to identify and remove ads from specific web pages that violate its publisher policies, rather than removing ads from an entire site. With that technology, coupled with manual reviews, the company said it removed ads from more than 27 million pages that violated its policies last year. The spread and monetization of fake news and misinformation has been a focus for the platforms — and lawmakers — for more than two years now. Google added new policies in 2017, and highlighted its efforts in this year’s report, noting it took down ads on roughly 1.2 million pages, 22,000 apps and 15,000 sites for violating policies around misrepresentative, hateful or low-quality content. Google also launched election ads policy in the U.S. ahead of the midterm elections last year and created a political ads transparency report to provide more information about who bought election ads. It said it verified nearly 143,000 election ads in the U.S. Why you should care. Bad actors impact every aspect of the digital ecosystem. For good advertisers, they can affect campaign performance and brand safety. Many YouTube advertisers would argue the company still has work to do in policing its own backyard. As the dominant leader in digital advertising, Google is the primary gatekeeper of how and which types of ads appear online.

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Applovin Releases Its Creative Trends Report 2023 of Mobile Ad Trends

AppLovin | February 03, 2023

One of the most popular mobile marketing and monetization platforms, AppLovin, has recently released its Creative Trends Report 2023, which lists the best performance-driven mobile ad trends for the year. This report will help mobile app developers and vertical marketers come up with creative ideas for their mobile ad campaigns. To prepare this report, AppLovin’s in-house creative agency, SparkLabs, collected data from more than 200 applications, 267 installations, 22.4 billion clicks, 52.3 billion impressions, and tens of thousands of creatives in 2022 and researched the variables and influencing ideas that generated the highest return on investment (ROI), click-through rate (CTR), investor relations (IR), and return on ad spend (ROAS). The analysis shows that customization of an environment, character, or item, dramatic story narratives, real-time feedback, and voiceover messaging encourage more engagement. CMO of AppLovin, Katie Jansen, said, "Our goal with this report is to provide marketers and developers insights and inspiration for achieving increased success for mobile ad campaigns. The report is packed with proven performance-driven ad concepts that have generated significant lift for their campaigns by capturing the majority of ad spend." She added, "Putting the best creative pieces together doesn’t always guarantee a win. To ensure that your ads are consistently high-performing, you need a combination of performance-driven analysis and continuous iteration and testing to find an optimal creative strategy for your app." (Source – Business Wire) About AppLovin Headquartered in Palo Alto, California, AppLovin provides business insights, marketing technologies, full-stack solutions, user acquisition, monetization, and measurement to resolve mission-critical functions. Through its analytics and performance data, it offers creative strategies, suggests variables, and identifies key points that will optimize gaming campaigns and advertising strategies. Since 2012, it has been assisting popular applications and game studios to prosper worldwide by offering solutions to increase average revenue per daily active user (ARPDAU), ad impressions, valuable users, in-app purchases (IAP), and reach. Its products are AppDiscovery, MAX, AppLovin Exchange, SparkLabs, and Adjust.

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DeepIntent Reports Strong YoY Growth as Healthcare Marketers Invest in Digital Channels

DeepIntent | January 12, 2023

DeepIntent, the leading healthcare advertising technology firm designed to influence improved patient health and business results, accomplished a key milestone, attaining growth for the fifth straight year and a triple-digit growth rate across CTV campaigns. The firm added more than 100 employees in 2022, outpacing the expansion of the healthcare advertising industry as a whole, as pharmaceutical marketers increasingly embraced digital advertising, notably on CTV. In 2022, CTV spending on DeepIntent's demand-side platform grew by a factor of three, making it one of the fastest-growing channels for most pharmaceutical companies using the DeepIntent Healthcare Advertising Platform. In the last year, DeepIntent has released several innovations that blend data and technology to increase the efficacy of campaigns. For example, using the patented technology of DeepIntent OutcomesTM, DeepIntent became the first demand-side platform to provide a patient reach guarantee in May of last year. Founder and CEO of DeepIntent, Chris Paquette, said, "As we enter our seventh year as a company, DeepIntent has become more than the DSP of choice for healthcare marketers. Building upon our capabilities for campaign planning, activation, measurement, and optimization, we've made a number of strategic investments to keep that momentum going as we continue to lead pharma into the future." (Source: Cision PR Newswire) Additional achievements of DeepIntent in 2022 include the following: Employing its first Chief Operating Officer, Amit Chaturvedi, who expanded revenues by more than tenfold at WarnerMedia, to integrate and grow DeepIntent's sales, client success, campaign management, and business development teams Hosting a first-of-its-kind summit, "Innovating with Intent," on the future of CTV for healthcare marketers Integration with LG Ads Solutions' real-time ACR data store covers over 30 million LG smart TVs in the US. Winning multiple awards from PM360, which named Chris Paquette CEO of the Year and DeepIntent's Audience Marketplace one of the most innovative products of 2022. About DeepIntent DeepIntent leads the healthcare advertising business with data-driven, future-proof solutions. DeepIntent's technology, designed specifically for healthcare marketers, is proven to increase audience quality and script performance. Marketers can plan, monitor, activate, and optimize campaigns from a single platform. The company, conceived by former Memorial Sloan Kettering data scientists, enables nine of the top ten pharmaceutical companies and primary healthcare advertising agencies to enhance patient outcomes via the innovative use of advertising, data science, and real-world health data.

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Hivestack Partners With mc R&D GmbH for Programmatic DOOH Advertising

Hivestack, mc R&D GmbH (mcrud) | February 01, 2023

On January 31, 2023, Hivestack, the world's top independent programmatic digital out-of-home (DOOH) ad tech firm, has partnered with Germany's biggest passenger TV network provider, mc R&D GmbH (mcrud). mcrud's 5,800 displays on 2,000 public transportation vehicles (subway, bus, and streetcar) may now be purchased programmatically using Hivestack's supply-side platform (SSP). Hivestack will provide local and international advertisers, agencies, and omnichannel DSPs the ability to create, activate, and assess programmatic DOOH campaigns across mcrud's DOOH screens in two major German cities with the integration of mcrud's inventory. The biggest passenger television provider in Germany, mcrud, shows high-quality programs on Berlin and Munich's public transit. Berliner Fenster station serves more than two million people every day in Berlin alone. The agreement with mcrud would enable advertisers to reach a potential weekly audience of 20 million people. Managing Director at Hivestack, Will Brownsdon, said, “We are thrilled to announce our partnership with mcrud in Germany. Our goal at Hivestack is to connect buyers to audiences on the move and across a wide range of OOH environments. mcrud represents just this, offering incredible reach in a unique and captive environment.” (Source – ExchangeWire) Germany's expected DOOH ad expenditure for 2022 is €708 million (£622.5 million). Digital outdoor advertising has grown consistently, sometimes at double-digit rates. In 2018, DOOH's total sales were still €410 million (£360.4 million) (source: Nielsen Media Research). However, this is a 72.5% increase within four years. Programmatic DOOH technology provides marketers with unparalleled reach, enabling global companies to target their customers precisely through large-scale DOOH displays. About Hivestack Hivestack is the most prominent independent, worldwide, full-stack marketing technology firm that enables the buy- and sell-side of programmatic digital out-of-home (DOOH) advertising. On the purchase side, marketers leverage the demand-side platform from the firmto design quantifiable campaigns that activate DOOH displays in real-time, depending on customer behavior and audience movement patterns. On the sell-side, DOOH media owners use the supply-side platform and ad exchange from Hivestack to generate programmatic income. Additionally, DOOH media owners may use its ad server to support audience-based, directly soldcampaigns.

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