IAS introduces 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions

Integral Ad Science | August 24, 2020

IAS introduces 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions
Integral Ad Science (IAS), the global leader in digital ad verification, today announced the launch of 'Context Control', IAS's sophisticated new suite of brand safety & suitability solutions. The Context Control suite of solutions now incorporates the premiere semantic technology within the verification space to deliver unmatched accuracy and granularity in online content classification. Superior content classification enables a new level of precision and scale for marketers seeking to better navigate the content adjacencies associated with their online campaigns. The semantic technology components of Context Control give advertisers access to custom and curated contextual targeting capabilities. These are based on an array of contextual signals such as content sentiment and its underlying emotional classification - powerful features that many competing solutions do not offer. The class-leading solution also delivers a precise semantic understanding of page-level context - this enables advertisers to navigate common homonym scenarios that keyword blocking cannot (such as the difference between "gun shot" versus "basketball shot" content). According to an independent evaluation conducted by Ozone, IAS's patented semantic technology is proven to be 42% more accurate than the next best industry offering.

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DISPLAY ADVERTISING

Perpetua Releases Amazon EU Advertising Benchmarks for Q4 2021

Perpetua | January 19, 2022

Perpetua, a global leader in eCommerce advertising and intelligence software today released their 2021 Q4 EU Amazon Benchmark Report showcasing the most important trends and metrics on Amazon, across five European regions, including UK, Germany, France, Spain and Italy. Perpetua’s Amazon Advertising Benchmark Report reveals that, as expected, Q4 2021 has been the strongest quarter to date with an increase across all key metrics, impressions seeing the highest percent increase (25%). The UK saw the highest increase in all key performance metrics on Sponsored Product, followed closely by Italy and Germany. Perpetua's 2021 Q4 EU Benchmark Report is based on performance data from campaigns under Perpetua's management, and examines performance across 13 categories, including: Beauty, Books, Clothing & apparel, Electronics, Food, Health & Supplements, Home Improvement, Appliance & Supplies, Household CPG, Jewelry, Pets & Animals, Toys & Kids, and Sports & Outdoors. Increasing competition and CPCs have been the story of Amazon advertising for 2021, and in Q4 Sponsored Brand CPCs increased on average 3% and Sponsored Display CPCs were up 5% quarter-over-quarter in Europe. The report also shows an overall increase in CPMs in Q4 due to the busy Black Friday Cyber Monday and Christmas shopping seasons where we typically see much higher engagement and conversions quarter-over-quarter, which led to more competitive CPMs in Amazon DSP and a decrease in ROAS. “Q4 was undoubtedly the most competitive quarter ever on Amazon DSP,” says Mark James, Head of Perpetua EU. “It was perhaps the first quarter where we started to see a shift towards mass adoption of the DSP as a marketing channel with many advertisers hoping to realise the benefit of upper funnel marketing tactics to drive incremental sales at tentpole moments in their calendar such as Black Friday and Cyber Monday.” In Q4 2021, most advertisers began placing greater focus on top of funnel campaigns to reach new-to-brand shoppers to drive brand and product awareness ahead of Black Friday, Cyber Monday and Holiday shopping. With that, new to brand purchases increased significantly (36%) and aided in growing the retargeting audience pools. We expect to see significant growth in new markets in Q1. Benelux and Nordics remain an untapped opportunity, where advertisers can take advantage of high-in-supply and, right now, low-in-demand inventory. This presents a lucrative first. mover advantage that capitalise on market share. 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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BRAND MARKETING

Google Ads Allows Stock Photos For Image Extensions

Google Ads | December 16, 2021

Google Ads is relaxing its policy on the use of stock photos in image extensions, meaning you’re no longer required to source your own visuals. This update is part of a series of changes to image extensions, which also includes the ability to display them in desktop ads. Here’s an overview of all the updates to image extensions and how they can help your business. Google is making it easier to utilize image extensions by offering a searchable library of stock photos that are free to use in ads. This change is rolling out in response to feedback that sourcing unique visuals is a challenge for many people who wish to enhance their ads with image extensions.

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MOBILE ADVERTISING

Anzu partners with InMobi for programmatic brands advertising

Anzu | February 24, 2021

In-game advertising platform Anzu has partnered with InMobi for programmatic advertising. Through the partnership, InMobi's brand advertisers will have access to Anzu's mobile gaming inventory and will be able to buy in-game display and video ads programmatically. Furthermore, the ads specialist's inventory includes exclusive titles across a range of genres, including sport and action. "We are living in a mobile-first world, and media consumption in it continues to evolve rapidly," said InMobi GM of publisher platforms and exchange Kunal Nagpal. "In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. "InMobi's technology and unmatched mobile in-app expertise along with Anzu's advanced in-game advertising platform will allow them to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant." Better reach As part of the new partnership, brand advertisers will be able to reach a broad mobile games audience with specially targeted ads. Moreover, the ads are non-intrusive, meaning that the player experience will not be hindered. "The importance of mobile to the gaming industry cannot be overstated," said Anzu CEO and co-founder Itamar Benedy. "It is leading the way for industry growth, accounting for over 50% of the market, which is why it's an important part of Anzu's strategy. Anzu's partnership with InMobi will greatly enhance the value of in-game advertising inventory. "We are excited to provide InMobi's global brand advertisers with the opportunity to embrace the up-and-coming in-game advertising media channel to reach premium mobile gaming audiences across the world." InMobi has become the latest in a line of partnerships to be formed by Anzu. Earlier this year, the in-game ads specialist teamed up with addressable media firm aMVG. In 2020, the company partnered with various organisations, including Virtuverse, Veritas Entertainment and Axis Games.

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AD TECH AND MARTECH

Disney and ad-tech firms agree to privacy changes for children’s apps

Disney, Viacom | April 15, 2021

In legal settlements that could reshape the children’s app market, Disney, Viacom and 10 advertising technology firms have agreed to remove certain advertising software from children’s apps to address accusations that they violated the privacy of millions of youngsters. The agreements resolve three related class-action cases involving some of the largest ad-tech companies — including Twitter’s MoPub — and some of the most popular children’s apps — including “Subway Surfers,” an animated game from Denmark that users worldwide have installed more than 1.5 billion times, according to Sensor Tower, an app research firm. The lawsuits accused the companies of placing tracking software in popular children’s gaming apps without parents’ knowledge or consent, in violation of state privacy and fair business practice laws. Such trackers can be used to profile children across apps and devices, target them with ads and push them to make in-app purchases, according to legal filings in the case. Now, under the settlements approved on Monday by a judge in the U.S. District Court for the Northern District of California, the companies have agreed to remove or disable tracking software that could be used to target children with ads. Developers will still be able to show contextual ads based on an app’s content.

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Create animated videos and animated presentations for free. PowToon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume, or anything else you could use an animated explainer video. PowToon's animation templates help you create animated presentations and animated explainer videos from scratch. Anyone can produce awesome animations quickly with PowToon, without the cost or hassle other professional animation services require.

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