IAB Tech Lab Releases Content Taxonomy 2.2 to Improve Brand Safety and Support Brand Suitability

IAB Tech Lab | October 29, 2020

IAB Tech Lab today released Content Taxonomy 2.2, a common language to help third-party verification vendors and publishers identify content so that the advertisers can make decisions about whether it's appropriate for their ads. Tech Lab worked closely with the Global Alliance for Responsible Media (GARM) to create the update, with the shared goal of creating a safer digital environment. The Content Taxonomy enables buyers to use a consistent, easy-to-understand language across the entire advertising ecosystem (all publishers and platforms) to describe content that may be considered harmful or unsuitable. As part of the update: 11 "sensitive topic" categories were developed that range from adult and explicit sexual content to terrorism. Risk levels were created to identify a range of suitability and are treated as additional attributes of the content. The four levels of risk are "Floor," "High Risk," "Medium Risk," and "Low Risk." Both topics and risk levels work together, dynamically.

Spotlight

what is ppc pay per click and how can you make money from it? what is ppc or pay per click and what are the benefits of ppc campaigns-. when it comes to pay per click advertising  you generally are targeting keywords or audiences and driving targeted traffic to your website.

Spotlight

what is ppc pay per click and how can you make money from it? what is ppc or pay per click and what are the benefits of ppc campaigns-. when it comes to pay per click advertising  you generally are targeting keywords or audiences and driving targeted traffic to your website.

Related News

ADVERTISER PLATFORMS

Smartly.io Bolsters its Creative Insights Capabilities, Embracing Next Wave of Advertising Engagement

Smartly.io | September 01, 2021

Smartly.io, the leading social advertising automation platform for creative and performance marketers, announced Ad Ranking, a new capability within its insights offering. Already unifying creative, media, and data to break down silos across creative and performance teams, Smartly.io, the leading social advertising automation platform for creative and performance marketers, today announced Ad Ranking, a new capability within its insights offering. Already unifying creative, media, and data to break down silos across creative and performance teams, Ad Ranking now allows advertisers to quickly identify both top and bottom-performing ads with a visual analysis that can better inform future creative direction and optimize performance in the next wave of advertising engagement. As audiences become more opaque and more difficult to target, brands need to rely more on relevant and personalized creative delivered in the right place at the right time – instead of focusing solely on the best-performing target audience. This new Ad Ranking feature enables advertisers to test creative variations and quickly identify what's working (and what's not). Advertisers can then pivot quickly and put those insights into action with Smartly.io's all-in-one reporting view. "Smartly.io's new Ad Ranking feature has cut the time it takes to glean insights about our ad performance," said Freya Gordon, Senior Performance Marketing Executive at Huel. "The visual representation of performance has been especially useful to our creative team, which sometimes struggles to cut through the numbers." "Data privacy continues to play an increasingly important role in digital advertising, and creative is quickly emerging as the answer to an evolving industry where personalization and privacy must intersect," said Kristo Ovaska, CEO and co-founder, Smartly.io. "Advertisers need to bridge the gap between creative, media, and data to test what's resonating across all buyer journey touchpoints. This is critical for optimizing both in-flight and future ad campaigns in a seamless, agile, and automated way – freeing up marketing teams for more creativity and ideation to build trusted connections with their consumers." In addition to the Ad Ranking solution, Smartly.io's full insights offering allows advertisers to: Leverage visual insights to inform data-driven creative planning with Ad Ranking charts. Ad Ranking Views allow users to visualize top-performing ads quickly. They can choose a ranking metric and any additional filters (bid goal, creative type, etc.) to surface which ads contribute to business goals as a means of helping creative teams inform their planning. Build and measure cross-platform customer business KPIs. Build custom metrics and measure against specific metrics or attribution windows across social platforms. Users can leverage a central location to quickly manage and update these customer expressions, preventing errors when deployed across multiple users and/or reports. Users can also quickly and easily reuse custom metrics to reduce time and friction when building new reports. Integrate first- and third-party data sources to optimize against important metrics. Advertisers can pull data from a range of sources – social platforms to Google Analytics to Search Ads 360 to Adobe Analytics and more – providing in-the-moment analytics to inform strategies around budgets, bids, and ads. Measure incremental revenue with statistical significance built-in. Ad Studies allow users to test the performance of almost any property of Facebook marketing scientifically by running Split, Lift, and Multi-Cell Lift Tests. Statistical Significance estimates how much test budget is needed to get meaningful results and then compare performance with any KPI. About Smartly.io Powering beautifully effective ads, Smartly.io automates every step of social advertising to unlock greater performance and creativity.

Read More

AD NETWORKS

TapNation integrates Adverty's in-game ad technology

Adverty | July 07, 2021

Adverty AB (publ), a leading in-game advertising specialist, announced a partnership with TapNation, as the French hypercasual publisher incorporates Adverty's seamless in-game ad formats into several current and upcoming titles - the result of a successful Q1 trial with clear positive uplift on all key metrics. TapNation, a Paris-based producer of hyper-casual games, has incorporated Adverty's seamless In-Play advertising technology into many of its products and plans to utilize Adverty's unique formats in future releases. "We've been interested in in-game advertising for a while, so we began our initial testing with Adverty in our game Cornhole League in Q1. We thoroughly examined the impact of in-game advertising and discovered that it had a clear net positive uplift on all of our key KPIs "says Vincent Férvier, TapNation's VP of Monetisation. "Given the encouraging results so far, we have chosen to include seamless in-game advertising into more of our games, beginning with Web Master 3D and Rock Crawling. In the future, we will continue to include in-game advertising in any and all titles as appropriate." Adverty CEO Tobias Knutsson adds: "We are thrilled to welcome TapNation to the rapidly expanding field of in-game advertising. We've had the pleasure of participating in company-wide Cornhole League events in recent months, and we can attest to the quality of the games. TapNation is also one of our largest publishers to date, providing our advertisers with a new level of reach." TapNation has had phenomenal growth, with over 230 million downloads of its game releases since 2020. Every day, millions of people across the globe play its titles. Adverty has also recently partnered with InMobi and Verizon on the demand side, in addition to current successful partnerships with PubMatic and Smaato, allowing a wide range of partners and advertisers to access its inventory, with supply-side interest growing exponentially as more people understand the power of in-game executions to maximize brand exposure and p With interest in in-game advertising rising, not to mention Adverty's recent partnership with Moat by Oracle Advertising for third-party verification and its recent US patents granted for its work on viewability, the collaboration comes at an exciting time. Adverty is presently looking to expand its workforce and is actively recruiting for various positions across all aspects of the business. About Adverty Adverty, the leading in-game advertising platform, uses innovative and patented technology designed for games to offer seamless In-Play and In-Menu advertisements that connect brands and people. The platform provides real in-game ad inventory at scale and enables content creators to monetize the whole experience through unobtrusive, easy-to-integrate, immersive advertising. Adverty, which was founded in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv and works with advertisers, agencies, and developers to unlock audiences and revenue streams in gaming.

Read More

AD NETWORKS

Deliveroo Delivers Relevant and Hyperlocal Advertising with Ad-Lib.io

Ad-Lib.io | December 06, 2021

-Deliveroo, a leading online food delivery company in Europe and Asia, and Ad-Lib.io, the next-generation Creative Management Platform (CMP) for leading enterprise brands seeking to ensure advertising relevance at scale, announced today a continued partnership to support Deliveroo’s fast-growing reach with hyperlocal advertising execution that can be delivered at scale. By leveraging real-time data specific to the restaurants and demographics of each delivery zone, in combination with Ad-Lib.io’s Fix and Flex™ Creative Concept management, Deliveroo has shortened time-to-market from 2-3 days to just a matter of minutes while ensuring highly relevant advertising for each zone in every global market they serve. According to McKinsey, mature food delivery markets, including the United Kingdom and Australia, have exponentially grown 4 to 7x since 2018. However, with this growth comes an expectation for increased geographic competition that will drive a greater need for advertising as services compete for local customers. With the Ad-Lib.io platform, Deliveroo has been able to augment paid social with display advertising to serve 30% more impressions in priority zones, and to achieve a CTR that is 2870% better than benchmarks thanks to dynamic templates. “In the eight years since our founding, Deliveroo has grown to serve 7.8 million consumers in 800 locales across 11 global markets,” said Dean Weaving, Head of Display, Video and Paid Social for Deliveroo. “Our hyperlocal marketing strategy has been instrumental to our success, and Ad-Lib.io is a key partner in helping us scale our reach and creative effectiveness in record time. We look forward to continuing our work with them to bring the same relevant, on-target advertising to a multitude of highly differentiated localities.” “Deliveroo has moved quickly to deliver incredible convenience to consumers, especially when local communities struggled to adapt their sources of food during the pandemic. Today, over 72% of the population of the United Kingdom is covered by their services,” said Adit Abyankhar, CEO of Ad-Lib.io. “We are honoured to have contributed to the speed and efficiency with which they have reached target localities with relevant advertising to grow their brand.” About Deliveroo Deliveroo (deliveroo.co.uk) is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 140,000 best-loved restaurants and grocery partners, as well as 100,000 riders to provide the best food delivery experience in the world. Deliveroo is headquartered in London, with 2,500 employees in offices around the globe. Deliveroo operates in over 800 towns and cities across 11 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, Netherlands, Singapore, United Arab Emirates, Kuwait and the United Kingdom. About Ad-Lib.io Ad-Lib.io provides the leading next-generation Creative Management Platform for marketers at the world’s largest brands to enable them to scale their digital creative. Ad-Lib.io connects creative and media workflows using intelligent automation, making it easy and fast to produce and optimise relevant ad creative across all digital channels. These ads are 60% more cost-efficient to produce, according to Ad-LIb.io’s customers which include 10 of the top 30 global brands. The venture-backed company, headquartered in London, UK, was founded by former Google executives who understood the need to close the wide gap between creative concepts and digital media execution.

Read More