Microsoft Advertising Updates: Responsive Search Ads, Improved Reports, & More

searchenginejournal | January 30, 2020

Updates to Microsoft Advertising this month include a broad rollout of responsive search ads, clearer performance reporting, and news regarding expanded text ads. Here’s a recap of what’s new with Microsoft Advertising for the month of January 2020. Microsoft’s RSAs, which have been in open beta since September 2019, are now available worldwide for all advertisers. RSAs allow advertisers to provide up to 15 possible headlines and 4 possible descriptions. Microsoft will take those and match up the most optimal combinations to create an ad tailored for the individual user. Advertisers can import RSA campaigns from Google Ads directly into Microsoft Advertising. Learn more here.

Spotlight

This document will describe Tercet Network, a blockchain-based advertising platform for mobile games that will incentivize users to engage with ads. The document is not intended as investment advice, but serves to explain the project and related technologies such as blockchain networks, smart contracts, and machine learning. The document further describes various advertising metrics and techniques with accompanying research to support the thesis that Tercet Network will prove to be a superior alternative to current mobile gaming architecture.


Other News
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

Google’s AI advertising revolution: More privacy, but problems remain

Google | March 16, 2021

In March 2021, Google announced that it was ending support for third-party cookies, and moving to “a more privacy first web.” Even though the move was expected within the industry and by academics, there is still confusion about the new model, and cynicism about whether it truly constitutes the kind of revolution in online privacy that Google claims. To assess this, we need to understand this new model and what is changing. The current advertising technology (adtech) approach is one in which platform corporations give us a “free” service in exchange for our data. The data is collected via third-party cookies downloaded to our devices, that allow a browser to record our internet activity. This is used to create profiles and predict our susceptibility to specific ad campaigns. Recent advances have allowed digital advertisers to use deep learning, a form of artificial intelligence (AI) wherein humans do not set the parameters. Although more powerful, this is still consistent with the old model, relying on collecting and storing our data to train models and make predictions. Google’s plans go further still.

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AD NETWORKS

Wishpond's Brax Enhances Native Advertising Platform through Partnership with ROI Marketplace and Integration with MGID

Wishpond Technologies, ROI Marketplace | April 04, 2022

Wishpond Technologies Ltd. (TSXV: WISH) (OTCQX: WPNDF) ("Wishpond" or the "Company"), a provider of marketing-focused online business solutions, is pleased to announce that its Brax subsidiary has entered into a partnership with ROI Marketplace LLC. ("ROI Marketplace"), a leading native advertising agency. The partnership aims to promote Brax's platform and migrate ROI Marketplace's existing customer base onto Brax's platform. In addition, Joe Burton, CEO of ROI Marketplace and a frequent speaker at industry events, such as Affiliate World and TES Conference, will join Brax's Advisory Panel, bringing years of experience managing native advertising campaigns to Brax's product development team. Brax's General Manager, Kevin Ho commented on the significance of the partnership, "We're incredibly excited for our partnership with Joe and the team from ROI Marketplace. They are true leaders and innovators in the native advertising space, and their agency complements Brax's technology offering perfectly. We are looking forward to our future together, in which we will provide innovative native advertising solutions to our customers." ROI Marketplace, listed on Inc. magazine's 5000 Fastest Growing Companies, is considered a market leader in the native advertising space. ROI Marketplace was recently awarded the Native Media Innovator of the Year (Media Innovator Awards). "I am excited to be joining the team over at Brax," said Joe Burton, CEO, ROI Marketplace. "I am excited to be joining the team over at Brax," said Joe Burton, CEO, ROI Marketplace. "I have worked with Brax in various capacities over the past eight years and always thought they had an amazing team. The native advertising landscape is changing daily and any company doing native advertising at scale should be using a system like Brax's. ROI Marketplace has long been considered one of the top native marketing agencies in the world and to have the honor to work with a top native advertising optimization platform such as Brax, is something we are enthusiastic about. Together we will refine and continue to build on their amazing technology to deliver all the tools and resources any media buyer needs to be successful." Wishpond is also pleased to announce the release of Brax's integration with MGID Inc. ("MGID"), the provider of a native advertising network with access to over 32,000 publishers worldwide reaching over 850 million unique visitors a month. This new integration opens up the door for Brax to onboard a wider audience of advertisers while simultaneously giving Brax's current customer base more ad network options to choose from. Features of this integration include the ability to manage MGID ad spend directly inside of Brax, and to create MGID ads directly within Brax with the option to publish them across other ad networks simultaneously. Wishpond also offers built-in optimization tools such as A/B split testing for ads and the ability to create rules to optimize ad campaigns across multiple ad platforms. About Wishpond Technologies Ltd. Based out of Vancouver, British Columbia, Wishpond is a provider of marketing-focused online business solutions. Wishpond's vision is to become the leading provider of digital marketing solutions that empower entrepreneurs to achieve success online. The Company offers an "all-in-one" marketing suite that provides companies with marketing, promotion, lead generation, and sales conversion capabilities on one integrated platform. Wishpond replaces disparate marketing solutions with an easy-to-use product, for a fraction of the cost. Wishpond serves over 3,000 customers who are primarily small and medium-sized businesses (SMBs) in a wide variety of industries. The Company has developed cutting-edge marketing technology solutions and continues to add new features and applications with great velocity. The Company employs a Software-as-a-Service (SaaS) business model where substantially all the Company's revenue is subscription-based recurring revenue which provides excellent revenue predictability and cash flow visibility. Wishpond is listed on the TSX Venture Exchange under the ticker "WISH", and on the OTCQX Best Market under the ticker "WPNDF". For further information, visit: www.wishpond.com. About ROI Marketplace Ltd. ROI Marketplace is a premier digital advertising agency based out of Buffalo, New York. With a highly experienced team of media buyers driving a client-focused mentality, ROI Marketplace has grown to new heights over the last few years and were awarded the prestigious Inc. 5000 Fastest Growing Companies award in 2020. Providing a holistic approach to your digital marketing from copywriting and content creation, to page design, and finishing off with managing your marketing campaigns and promoting your offers on the native advertising platforms, ROI Marketplace are helping their clients to consistently get exposure to millions of people each month.

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AD NETWORKS

Roku’s Clean Room Debuts for Advertisers Ahead of TV Upfronts

Roku, Inc. | April 23, 2022

Roku, Inc. (Nasdaq: ROKU) today announced Roku’s clean room, a privacy-first data collaboration environment that allows advertisers and agencies to use their encrypted first-party data to make planning and measuring advertising campaigns with Roku easier, all without relying on cookies or consortiums. Roku’s clean room is purpose-built for TV streaming. The planning and measurement capabilities make it the only clean room to use audience data and linear TV data from direct consumer relationships on Roku, America’s No. 1 TV streaming platform*. To get started, an advertiser loads their data into a secure environment. Roku’s clean room creates a secure connection between Roku data and the advertiser’s data. This allows brands to match their own data to Roku’s without sharing or exposing any identifiable data, all while protecting Roku consumers from direct identification. Within Roku’s clean room, advertisers then have the freedom to query matched data and run their own analyses to understand potential campaign reach, current audience delivery, and advertising impact on product sales and sign-ups. Roku’s clean room is built on top of Snowflake and its industry-leading Media Data Cloud technologies. “The future of TV advertising won’t rely on fragile cookies or consortiums, but on direct connection with actual consumers,” said Louqman Parampath, VP of Product Management, Roku. “We are thrilled to help marketers accelerate their shift to TV streaming by putting privacy and transparency first.” Omnicom Media Group, dentsu, Horizon Media, Icon Media Direct, and Camelot are all using Roku’s clean room today on live campaigns. Roku’s clean room is also directly integrated with OneView, Roku’s ad platform built for TV streaming, to make it easy for marketers to go from planning to buying without additional steps, third-party fees, or missed audiences. “Roku’s clean room allows us to provide Omnicom clients holistic, cross-screen measurement, planning and activation leveraging the Omni ID, which further expands our multi-party clean room capabilities,” says Adam Gitlin, president of Annalect. “Roku’s clean room allows us to provide Omnicom clients holistic, cross-screen measurement, planning and activation leveraging the Omni ID, which further expands our multi-party clean room capabilities,” says Adam Gitlin, president of Annalect, the data and analytics division that develops and manages Omnicom’s Omni orchestration platform. “We are very excited to integrate dentsu’s M1 identity platform with Roku’s clean room in Snowflake. This will allow us to seamlessly activate campaigns against our strategic audiences at the highest level of fidelity to maximize effectiveness,” Brad Stockton, SVP US Video Innovation, dentsu. Roku’s clean room will also be available to measurement providers in the Roku Measurement Partner Program, which includes more than 20 certified partners that help marketers understand the impact of ads on the Roku platform. Foursquare, a leading location technology platform, is using Roku’s clean room so that brands can better personalize and attribute their ad campaigns in OneView across devices and platforms. To learn more, visit https://go.roku.com/clean-room. About Roku, Inc. Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A.

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Spotlight

This document will describe Tercet Network, a blockchain-based advertising platform for mobile games that will incentivize users to engage with ads. The document is not intended as investment advice, but serves to explain the project and related technologies such as blockchain networks, smart contracts, and machine learning. The document further describes various advertising metrics and techniques with accompanying research to support the thesis that Tercet Network will prove to be a superior alternative to current mobile gaming architecture.

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