Targetoo Update: Transition from MOAT to IAB Protocols for Viewability Metrics

Dear Clients and Partners,

We hope this message finds you well. We want to inform you of an important change in our operations regarding how we measure viewability across our platform.

As of September 2024, Targetoo will no longer be utilizing MOAT as our viewability partner. This decision comes as a result of Oracle's announcement to discontinue MOAT, a tool many of you may be familiar with. MOAT has served as a reliable partner in ensuring that your ads were seen by the right audience, but with its closure, we are making a strategic shift in how we approach viewability.

Transition to IAB Protocols

In place of MOAT, Targetoo will now determine viewability based on the standards set by the Interactive Advertising Bureau (IAB). The IAB protocols are widely recognized across the industry for their rigorous standards and consistent methodology. By adopting these protocols, we are confident in our ability to continue delivering accurate and transparent viewability metrics that you can trust.

What This Means for You

For most of our clients, this change will be seamless. The transition to IAB protocols will ensure that our viewability metrics remain robust, without compromising on quality or accuracy. Our team has been working diligently to ensure that this switch is implemented smoothly, and we will continue to monitor and optimize our processes to meet the highest standards.

We look forward to continuing to provide you with top-tier service and results, now powered by the IAB's trusted viewability standards.

The Rise of F.A.S.T. : A New Frontier in TV Viewing

Introduction to F.A.S.T.

Today's consumers have more options than ever to watch their favourite TV content. Among the latest and most exciting is Free Ad-Supported Streaming Television, or F.A.S.T., a type of over-the-top (OTT) service. Platforms like XUMO, Tubi, Pluto TV, and others are delivering a wide array of content, from news and entertainment to sports, in a format that mirrors the traditional linear TV experience. What's more, these services are often integrated directly into the interfaces of smart TVs, making them easily accessible to viewers.

Why F.A.S.T. is Capturing Audience Attention

Surprisingly, 6 out of 10 households with a connected TV are turning to this cost-free, user-friendly option as one of their go-to choices for watching TV. Unlike linear TV or paid streaming services, F.A.S.T. requires no subscriptions or login credentials, offering a seamless experience on the big screen.

The Role of F.A.S.T. in a Modern Media Strategy

As the popularity of F.A.S.T. continues to grow, advertisers should consider how these platforms can enhance their video strategies. While F.A.S.T. is not a replacement for traditional TV, it serves as a valuable complement. Our research indicates that streaming advertising, including F.A.S.T. and other forms, should comprise around 20-30% of the overall budget for multi-screen campaigns to maximize reach and effectiveness.

F.A.S.T.: The New Opportunity for Targeted Advertising

Beyond just being a budget-friendly alternative, F.A.S.T. appeals to a broad demographic, including younger audiences who are more likely to "cut the cord" on traditional TV subscriptions. These viewers appreciate the ease of access, the diversity of content, and the ability to discover new channels that cater to niche interests. This creates a fertile ground for advertisers to reach engaged audiences in a lean-back environment where they are more likely to absorb brand messages.

Moreover, F.A.S.T. platforms offer unique opportunities for brands to experiment with targeted advertising, leveraging data-driven insights to reach specific audience segments with precision. The ability to deliver ads in a contextually relevant manner, within content that viewers are actively choosing to watch, enhances the effectiveness of ad placements and drives higher engagement rates.

Combining Traditional TV with F.A.S.T. for Maximum Impact

The integration of F.A.S.T. into a comprehensive media strategy allows advertisers to tap into the best of both worlds—the broad reach and established trust of traditional TV, combined with the flexibility and targeting capabilities of digital platforms. As F.A.S.T. continues to carve out its space in the media landscape, it’s clear that it represents not just a trend, but a significant evolution in how consumers engage with television content.

Interested in exploring this dynamic marketing channel further? Download our latest Targetoo F.A.S.T Report (TFR) here.

From New Users to Loyal Customers: The Dual Approach to Mobile App Marketing

In the highly competitive mobile app landscape, standing out and driving user growth is paramount. A potent strategy to achieve this is by simultaneously executing user acquisition (UA) and retargeting campaigns. This synergistic approach enables businesses to expand their reach, enhance user engagement, and ultimately, bolster app success.

Understanding the Core Components

User Acquisition (UA) Campaigns

At the heart of user growth lies user acquisition. UA campaigns are meticulously designed to attract new users to an app. By targeting individuals who have yet to engage with the app but exhibit potential interest, these campaigns aim to expand the user base and tap into untapped markets.

Retargeting Campaigns

While UA focuses on new user acquisition, retargeting is centered on re-engaging users who have previously interacted with the app but have since become inactive or uninstalled it. By strategically reintroducing the app to these users, retargeting campaigns aim to reignite interest and drive re-engagement.

The following table outlines key differences between running retargeting campaigns on Android and iOS platforms.

The Synergistic Advantage

Combining UA and retargeting campaigns offers a multitude of benefits that can significantly impact an app's growth trajectory.

• Precision Targeting: Leveraging user data gleaned from UA campaigns, retargeting efforts can be refined to target specific user segments with tailored messaging. This precision enhances campaign effectiveness and maximizes return on investment.

• Optimized Ad Spend: By allocating budget to both acquiring new users and re-engaging existing ones, businesses can optimize their ad spend and achieve a higher return on investment.

• Elevated Conversion Rates: Retargeting campaigns serve as powerful reminders, nudging users who have shown initial interest to complete the conversion process and download the app.

• Expanded Reach and Engagement: The combined force of UA and retargeting enables businesses to cast a wider net, reaching new users while simultaneously re-engaging past users. This holistic approach fosters a loyal and engaged user base.

• Seamless User Journey: UA campaigns introduce the app to a new audience, sparking initial interest. For users who don't immediately convert, retargeting campaigns act as a bridge, guiding them back to the app and nurturing their engagement. This seamless experience strengthens brand recognition and loyalty.

Unleashing the Power of UA and Retargeting

Simultaneously executing UA and retargeting campaigns is a strategic imperative for app growth. While UA campaigns lay the foundation for user acquisition, retargeting campaigns amplify the impact by re-engaging valuable users.

At Targetoo, we specialize in helping businesses unlock the full potential of their UA and retargeting campaigns. Our data-driven approach and expertise enable us to identify the right audience, craft compelling campaigns, and drive sustainable growth.

Contact us today to learn how we can help you achieve your app growth objectives.

Empowering Users and Respecting Privacy: A Guide to CMPs, TCF 2.2, and the GPP

The digital landscape is constantly evolving, and with it, the way user data is collected and used. This has led to a growing emphasis on data privacy, with regulations like the GDPR placing stricter controls on how businesses handle user information. In the world of online advertising, navigating these regulations can be complex. This is where Consent Management Platforms (CMPs), the Transparency & Consent Framework (TCF) 2.2, and the Global Privacy Platform (GPP) come into play. Let's explore what these components are and how they work together to create a more transparent and privacy-conscious online advertising ecosystem.

1. Consent Management Platforms (CMPs):

A Consent Management Platform (CMP) is a software tool that helps websites manage user consent for their data. In simpler terms, it helps websites follow data privacy regulations and give users more control over their information.

1.1 Purposes of CMPs:

CMPs act as a bridge between publishers, users, and ad tech companies. Here's what they do:

• Gather User Consent: CMPs present clear and user-friendly interfaces where users can grant or deny consent for their data collection and usage.

• Transparency: CMPs provide users with easy-to-understand information about the data being collected, why it's collected, and who will use it.

• Preference Management: CMPs allow users to manage their consent preferences. Users can choose to revoke consent entirely or adjust their preferences for specific purposes (e.g., personalization vs. analytics).

Compliance: CMPs help publishers comply with data privacy regulations like the GDPR and CCPA by ensuring they have a lawful basis for collecting user data.

1.3 How Does a CMP Work?

Imagine a user visiting a website. The CMP detects their presence and triggers a user-friendly consent banner. This banner explains what data is being collected and for what purposes. Users can then choose to grant or deny consent or access more detailed information.

Once the user makes a choice, the CMP stores their preferences and communicates this consent information to ad tech companies through a standardized format. This allows ad companies to participate in advertising auctions while respecting user privacy choices.

1.3 Why Publishers Need CMPs:

Publishers – those who run websites and apps – often rely on advertising revenue. However, with the rise of data privacy regulations, simply collecting user data is no longer enough. Publishers need a way to obtain user consent for data collection and ensure compliance with regulations. This is where CMPs step in.

2. The Transparency & Consent Framework (TCF) 2.2:

The TCF 2.2 is a standardized set of specifications developed by IAB Europe. It provides a common language for how user consent is obtained, managed, and communicated within the online advertising ecosystem, specifically focusing on the European Union (EU) with the GDPR in mind.

Key features of TCF 2.2 include:

• Standardization: TCF provides a consistent way for publishers, ad tech vendors, and CMPs to interact and manage consent.

• User Control: TCF 2.2 offers users more granular control over their consent choices. They can choose to allow or deny specific purposes for data processing, such as personalization or ad targeting.

• Transparency: The framework emphasizes transparency by requiring clear information to be presented to users about data collection and use.

It's important to remember that TCF 2.2 itself is not a law. Rather, it's a tool that helps businesses comply with the GDPR in the context of online advertising.

3. The Global Privacy Platform (GPP):

The GPP, developed by the IAB Tech Lab, acts as a translator within the advertising supply chain. It simplifies the process of transmitting user consent signals across different regions with varying privacy regulations.

Here's how the GPP facilitates communication:

• Standardized Consent Transmission: The GPP creates a common language for encoding user consent signals. This allows CMPs to communicate user preferences to ad tech companies regardless of their location.

• Supports Multiple Jurisdictions: The GPP is flexible and can handle consent formats from various regions. It currently supports the IAB Europe TCF (EU), IAB Canada TCF (Canada), US Privacy String (US), and specific US state privacy strings.

• Integration with CMPs: The GPP works seamlessly with CMPs, allowing them to translate user consent preferences into the GPP format for smooth communication with ad tech companies.

4. How it Works Within the EU TCF Ecosystem:

Imagine a user in the EU visiting a website. The CMP on the website gathers user consent preferences through a TCF-compliant interface.

Here's where the GPP comes in:

The CMP translates the user's TCF 2.2 consent choices into a GPP string. This GPP string encapsulates all the relevant information about the user's consent, including their choices for specific purposes (e.g., personalization, ad targeting) and vendors involved.

• The CMP then transmits the GPP string to the ad tech companies involved in the advertising auction.

• Ad tech companies can then interpret the GPP string and determine if they are eligible to participate in the auction based on the user's consent choices.

• If a company is not compliant with the user's preferences, they will be excluded from the auction, ensuring user privacy is respected.

Benefits of the GPP within the EU TCF Ecosystem:

• Simplified Compliance: The GPP streamlines compliance for publishers by allowing them to manage consent across various regions with a single platform.

• Reduced Complexity: By translating consent signals into a universal format, the GPP eliminates the need for publishers and ad tech companies to deal with multiple regional formats.

• Increased Efficiency: The standardized communication facilitated by the GPP improves efficiency in the advertising supply chain.

Overall, the interplay between CMPs, TCF 2.2, and the GPP creates a more transparent and privacy-centric online advertising ecosystem. Users have greater control over their data, publishers can comply with regulations, and ad tech companies can continue to operate effectively while respecting user privacy.

Looking Ahead:

The world of data privacy is constantly evolving, and these technologies are likely to adapt as well. The GPP is still under development, with the potential to incorporate even more regions and privacy regulations. As the industry moves forward, collaboration between stakeholders – publishers, CMPs, ad tech companies, and regulators – will be crucial in ensuring a future where a thriving online advertising ecosystem coexists with strong user privacy protections.

Unleashing the Power of Seasonal Mobile App Campaigns

The mobile app market is a living, breathing entity – constantly evolving and responding to external influences. Astute marketers understand the power this dynamism holds, particularly when it comes to seasonality. Each season presents a unique opportunity to connect with your audience, from the heartwarming spirit of winter holidays to the sun-drenched adventures of summer. But how can you leverage these seasonal shifts to truly elevate your mobile app campaigns?

Decoding Seasonal Shifts

Certain apps experience a natural surge in popularity during specific times of the year. Shopping apps witness a buying frenzy around major holidays like Black Friday and Cyber Monday, while travel apps become indispensable companions during vacation seasons. Even cultural events like the Super Bowl can ignite a surge in downloads of sports-related apps for live updates and analysis.

Seasonal transitions play a significant role as well. Warmer months often see a rise in interest for travel and fitness apps, as people head outdoors and embrace an active lifestyle. Conversely, colder weather compels users to seek comfort indoors, leading to a rise in streaming services and recipe apps that fuel cosy nights in. By understanding these seasonal trends, you can craft targeted campaigns that resonate deeply with your audience.

Crafting Winning Campaigns for Every Season

The secret sauce for successful seasonal campaigns lies in tailoring your approach to the specific preferences and expectations of your audience. Winter campaigns that evoke feelings of warmth, family togetherness, and gift-giving will land far better than those pushing summer adventures. Similarly, summer campaigns should focus on relaxation, exploration, and the carefree spirit of the season. This level of customization helps you forge deeper connections with your target audience, leading to improved engagement and results.

Don't underestimate the power of visuals. Create visually stunning and emotionally evocative ads that capture the essence of the season and align seamlessly with your brand message. Think festive colors and imagery for holiday campaigns, or light and airy visuals for summer. Consider going a step further and customizing the app experience itself. Offer exclusive seasonal content, integrate interactive features that encourage user participation, or personalize the user experience based on seasonal preferences. These elements can significantly boost user engagement and loyalty.

The Power of Creativity and Authenticity

In a world saturated with marketing messages, standing out requires a dose of creativity and authenticity. Craft distinctive campaigns that reflect your brand's core values and resonate with your audience's aspirations. This builds trust and fosters strong, long-term relationships with your users.

Maintaining Momentum Year-Round

While seasonal campaigns offer exciting bursts of engagement, year-round success hinges on maintaining brand consistency. Even as your messages adapt to the season, ensure your core brand identity remains constant. A multi-channel approach that leverages Connected TV (CTV) for broader reach, user acquisition campaigns for focused targeting, and branding campaigns for sustained brand awareness can effectively reach your target audience throughout the year.

The Power of Measurement

Constant measurement and analysis are the cornerstones of continuous improvement. Track key metrics like engagement rates, conversion rates, and return on investment (ROI) to gain valuable insights into your campaign performance. Analyze the data to identify areas for optimization and refine your future campaigns for even better results over time.

Unlocking Your Seasonal Potential

Seasonal campaigns offer a golden opportunity to connect with your audience on a meaningful level. By understanding seasonal trends, incorporating captivating visuals and compelling messaging, and following these best practices, you can unlock the full potential of seasonality and drive impactful results for your mobile app. 

unleash your creativity, embrace the changing seasons, and watch your mobile app campaigns flourish throughout the year! With Targetoo, there's no time like the present to seize the seasonal wave and propel your mobile app to new heights.

The Power of Connected TV (CTV) for Mobile App Downloads

In today's fast-changing world of online marketing, staying ahead of the curve is key to success. Connected TV (CTV) offers a promising new way to get people to download your mobile app. By using CTV as a performance channel, you can reach a wider audience and achieve your goals even faster than with traditional methods.

CTV: A Complete Solution

CTV is a powerful tool that can help you reach more people and track your results effectively. It lets you target the right people at the right time, and you can easily see how your campaigns are performing. A study by eMarketer predicts that by 2027, almost 9 out of 10 households will have CTV devices, showing just how popular this platform is becoming.

CTV Does More Than Just Raise Awareness

Some people might think CTV is just for making people aware of your app, but it's great for getting them to download it too. CTV combines the best of online advertising, like targeting, with the broad reach of television.

Tracking Your CTV Success

Tracking your results is essential when using CTV. Unlike traditional TV, CTV offers much better ways to measure how your ads are doing. Marketers are now looking at the entire customer journey, not just the last ad someone saw before downloading the app.

CTV is important at every stage of getting someone to use your app, from the moment they first hear about it to when they become a loyal user. Industry leaders like Targetoo have been using CTV advertising since early 2021 to both build brand awareness and get app downloads. They use advanced tracking tools like AppsFlyer and Adjust to measure their success.

Targeting the Perfect Audience with CTV

One of the best things about CTV is that you can target your ads to specific audiences. You can choose things like the device they're using, the type of shows they watch, and even the channel they're on. This means your ads are more likely to reach people who are interested in your app, leading to more downloads. For example, targeting high-end smart TVs and specific genres can significantly improve your results.

CTV can also be used to reach people who already know about your app but haven't downloaded it yet. By showing them ads on their TV, you can remind them of your app and its new features, bringing them back and boosting engagement.

Working Together: CTV and Mobile App Downloads

When using CTV to get people to download your app, think of it as an extension of your other marketing efforts. During a webinar we held on using CTV for growth, 73% of viewers said they use their phones while watching TV. This shows how CTV can work with your mobile ads. You can use the information you learn from people who interact with your mobile ads to target them with CTV ads later. For instance, you could show someone a CTV ad highlighting a new feature in your app after they've clicked on a mobile ad for your app.

The Future is Bright for CTV

As CTV continues to grow, it will become an even more powerful tool for getting people to download your mobile app. By using CTV, you can reach new audiences, get more app downloads, and stay ahead of the competition in the ever-changing mobile market, whether your app is a game or something else entirely.

Get in touch to start testing and optimizing your campaigns. In the meantime, keep learning and stay inspired .

Strategies to Combat Mobile Advertisement Fraud Effectively

Fraud is a big problem online nowadays, and it's tough to handle without the right help. Some sneaky marketing tricks, like click spam, click injection, and SDK tricking, can make it seem like there's more interest in something than there is. When people use misleading content to promote stuff, it hurts the reputation of the brand and can lead to complaints. These shady practices mess up advertising campaigns and end up costing businesses both time and money.

Targetoo introduces the "Transparency and Brand Safe Advertising whitepaper." This document gives a clear picture of how fraud is changing online and explains the most common fraud tricks, along with solutions to tackle them.

Idea Behind the Whitepaper

Our dedicated team has authored a whitepaper aimed at enlightening businesses about the vast opportunities available in the digital realm, with a particular focus on Direct Carrier Billing (DCB).

Drawing on extensive research and leveraging sophisticated tools for fraud prevention, risk management, and market intelligence, our team has established itself as a leader in the mobile payments industry. We cater to a diverse clientele including regulators, payment processors, carriers, aggregators, content providers, and merchants.

At Targetoo, we specialize in facilitating mobile growth through direct response, performance, and brand advertising campaigns across mobile web, in-app, and CTV platforms. Our platform utilizes transparency, contextual targeting, and adaptable machine-learning algorithms to pinpoint audiences most likely to engage with and convert for our clients' apps, games, brands, or offers.

Conclusion

Fraud can severely harm businesses, affecting customer trust, brand reputation, and marketing budgets. Organizations must safeguard their customers and protect marketing funds from fraudulent activities. This means preventing unauthorized purchases, theft of personal information, and embezzlement of advertising revenue.

Investing in human infrastructure is essential to combat fraud in the mobile content ecosystem. Consider hiring anti-fraud experts and an in-house anti-fraud manager to identify and prevent fraudulent activities. Partnering with independent anti-fraud services like Targetoo can also streamline workflows and enhance the monitoring of suspicious activities.

The Rise of the Creatives: How They're Converting Users in 2024

The marketing landscape is constantly evolving. What worked yesterday might not work today, and keeping up with the latest trends can feel like chasing a moving target. However, one thing remains constant: the importance of creatives.

This blog dives into the changing role of creatives and how marketers are adapting to this shift. 

The Evolving Power of Creatives

The landscape has shifted. Creatives, once relegated to a supporting role behind data-driven targeting, are now a crucial element for user engagement. This evolution can be summarized in three key points:

1. Changing Formats: Static images are a thing of the past. Users crave more engaging experiences, leading to a rise in video ads and even playable formats.

2. A User-Centric Approach: Today's creatives need to resonate with user needs and preferences. Ads that connect on an emotional or social level are more effective at driving engagement.

3. Adaptation to Societal Shifts: Marketers must be aware of current trends and consumer behaviour. The increased screen time demands compelling visuals and storytelling to capture attention.

Creative Trends to Watch in 2024

Here are three key creative trends expected to shape 2024:

1. Purpose-Driven Creatives: Consumers are looking for brands that stand for something. Showcase your value propositions and connect with users' desire for belonging and meaning.

2. UGC: Ads that Don't Feel Like Ads: Leverage User-Generated Content (UGC) to foster a genuine connection with users. These relatable ads keep viewers engaged and bypass the "skip ad" button.

3. Creatives as the New Targeting System: Move away from solely relying on traditional targeting methods. Compelling and contextually relevant creatives are key to grabbing user attention and driving meaningful interactions.

Creative Production in a Fast-Paced World

Here are some valuable insights for managing creative production in a changing landscape:

• Be Organized: Plan your creative production. This includes anticipating seasonal fluctuations, streamlining communication, and potentially having a dedicated in-house team.

• Tailor Production to the App Lifecycle: The volume and type of creatives should adapt to the app's stage. New launches require more creatives for visibility, while established apps might focus on maintaining a brand presence with fewer creatives.

• Increase Volume for Predictability: Generate a larger pool of creatives and analyze their performance with machine learning to achieve better predictability in user acquisition outcomes.

Mastering the Art of Creative Testing

Effective creative production is only half the battle. Here are some key takeaways from creative testing:

• Testing Trifecta: Force traffic to each creative, utilise proxy regions, and have a control creative for comparison.

• Focus on Eliminating Losers: Identify and remove underperforming creatives quickly to optimize resources and streamline the testing process.

Actionable Tips to Elevate Your Creatives

Here are some practical tips to enhance your creative strategy:

• Embrace User-Generated Content: Leverage the power of UGC to create authentic and relatable content.

• Utilize Existing Tools: Platforms like TikTok's Creative Challenges can spark user engagement and generate a wealth of content.

• Benchmark and Refine: Continuously analyze your creatives' performance and iterate based on the data.

• Set Clear KPIs: Define measurable goals to track the success of your creatives accurately.

• Prioritize Measurement: Track and analyze results to continuously improve your creative strategy.

• AI for Inspiration: Explore AI tools for ideation and overcoming creative block.

By staying informed about the evolving role of creatives and implementing these valuable insights, you can elevate your marketing strategy and drive user conversions in 2024 and beyond. Remember, compelling creatives are no longer just an afterthought – they drive user engagement and conversion. Want to know more about creative marketing, Feel free to contact us. Targetoo help you!

The Evolution of CTV Advertising: Shifting from Media PCs to Algorithmic Measurement

Reflecting on the evolution of connected television brings a grin to our cheeks as we recall our personal experiences. As people who have always been drawn to technology, we started cord-cutting in 2007. We recall installing Boxee on a tower PC and connecting it to a cluster of external 1TB hard drives containing a fairly varied collection of movies and TV series. It was a courageous move motivated by a single desire: independence. We craved the ability to choose what we watched and when.

However, our initial excursion into Media Center TV was far from flawless. The setup was riddled with problems; software crashes were widespread, and the quality of downloaded content frequently fell short of expectations, sometimes failing to match the title.

It took about a decade for connected TV to reach beyond Netflix and Hulu. It took another five years for us to realize that the presence of advertisements was not what had soured our connection with regular cable television. Ads were acceptable, even desired if it meant getting cheaper or free services. What we genuinely desired was autonomy - the ability to customize our watching experiences based on our interests and schedules.

Today's connected TV is very different from traditional television sets. Beyond the same letters, "T" and "V," the evolution of CTV is nothing short of amazing. It is seeing tremendous growth, with publications, viewers, and technology evolving at an unprecedented rate, all while luring advertisers from all over the world. However, we will go into more detail about this later.

Revolutionizing TV Advertising for the Modern Era

Television advertising, historically dominated by outdated price systems and limited accessibility, is now on the verge of upheaval. In contrast to the dynamic and expanding world of Internet advertising, television commercials were constrained by historical pricing methods, upfront arrangements, and, in some cases, government control.

The fast spread of online advertising provided us with a worldwide economy in which demand and supply have no boundaries. A viewer in Seattle may now watch a German series while being targeted with an ad for a game in Tel Aviv. The globalization of demand and supply has altered the advertising sector.

With the introduction of programmatic bidding in connected TV (CTV), marketers may now participate in real-time auctions for ad slots, allowing for more accurate targeting and maximum efficacy. This transformation has not only allowed more marketers to enter the CTV arena, but it has also transformed how messages are delivered, resulting in remarkable accuracy and efficiency.

Navigating the Evolving Landscape of CTV Advertising

Despite the technological advancements, CTV advertising still encounters obstacles that demand attention. One such puzzle revolves around the expansion of ad space and its actual impact on audience reach. Are we simply relocating traditional TV viewers to digital screens, or are we genuinely attracting new viewers?

The Inventory vs. Audience Conundrum

This dilemma requires advertisers to become sleuths, discerning whether CTV merely reshuffles existing viewers or truly expands the audience pool. This distinction profoundly influences ad spending strategies and campaign targeting.

Reimagining Measurement Metrics

In the past, TV ads measured success by potential viewership, while digital ads revolutionized this with direct impact tracking. Now, as CTV merges traditional TV with digital platforms, a new approach to measurement is imperative. Should success still be gauged by reach, or do we need a more nuanced, digitally aligned method?

Abandoning the Last Click Mentality

Traditional TV metrics like panels and QR code scanning no longer suffice in the CTV realm, where viewers often use smartphones to access content. Advertisers are gravitating towards incremental measurement, which examines the causal relationship between ad spending and outcomes.

Looking Ahead

The journey of CTV advertising from its inception to its current prominence is remarkable. However, with growth comes challenges. Unravelling the intricacies of CTV ads, understanding viewership, and refining measurement methods represent the path forward. Collaboration between advertisers, tech experts, and platforms holds the promise of more personalized, measurable, and impactful ad campaigns.

In summary, CTV advertising has made significant strides, transitioning from a nascent concept to a formidable channel equipped with features like programmatic bidding. Yet, as the industry matures, it confronts critical questions regarding the efficacy of new ad spaces and measurement criteria. Moving forward entails refining our understanding and tools to ensure CTV advertising not only meets expectations but sets a new standard for digital engagement.

AB Testing Update

Targetoo will release a new version of AB testing with improved capabilities. The following fields will be added to the view:

• Start Date and End Date: informative dates for the period the test will be running. These dates are not taken into account when bidding, they just have informative behaviour.

• Budget %: campaign budget share that is being used in the test (informative, can't be edited)

• Treatment Budget %: campaign budget share that is being used in treatment lines (see label 2). Informative field, can't be edited.

• Hypothesis (previously description): can be used to inform about the objective of the test.

• Conclusion: can be used to inform about the result of the test once it has finished.

• Label 1: can be used to inform about the configuration of the line. For instance if we are testing frequency capping configuration, we can inform that the line has a "1/24" freq capping (line 1) and "2/24" (in line 2)

• Label 2: can be used to inform about which is the control line (the line that has the usual configuration) and which is the treatment line (the one with the new configuration for the feature being tested)

Reach out for questions and/or support.

Platform updates February 2024

We are happy to announce some new updates on our platform!

Users already have available: 

1. IDFV (Identifier for Vendor) audiences in the Hub.

This feature enables:

• Targeting using publisher 1st party data (targeting users with IDFV generated audiences when IDFA is not present)

• Performing cross-promo (targeting users from a vendor converted in an app to another one)

 2. Ogury web traffic

We have opened Ogury traffic for Mobile Web 

3. Up to 3 labels available at Line level Image

During the following weeks, you’ll also have available:

1. New Line View:

•  We will add buttons to create region, zipcodes and location lists in the "geo tab".

•  We will add buttons to "create creative and add to the line" and "create folder" in the "creatives tab"

2. Creatives summary (the window that pops up when clicking on the "info" button)

·  We will change the size of the window + add info for the "Related Lines" section. We are also adding info about the line status, the campaign the line belongs to, and the campaign status. This way we'll be able to know which line the creative is bidding for.

Reach out for any questions you might have.

5 Reasons Running Digital Marketing Political Campaigns 2024

The amount spent on internet political advertising has steadily increased since 2006. Thanks to the speed and scale that programmatic technologies provide, candidates have devised creative ways to interact with voters that were unthinkable in past election cycles.

Political campaigns using digital marketing provide a variety of ways to sway voters and a means of connecting with people where they spend most of their time—online.

The amount spent on advertising per vote in the US midterm elections in 2022 broke all previous records, even though voter turnout is usually lower. This trend is expected to continue until the 2024 election cycle when political advertising expenditure is anticipated to exceed USD 10 billion. In fact, by 2024, it's expected to surpass USD 11 billion.

5 Benefits of Digital Marketing For Political Campaigns

As we near the 2024 election, using digital plans can help your candidate get the results they wants. Here are five simple online marketing tricks for political campaigns.

Unlocking The Power of Digital Political Advertising

Digital political advertising is a powerful tool for political campaigns to reach and engage with voters in modern elections. It allows campaigns to tailor their messages to resonate with specific voter segments, maximizing their impact and amplifying their influence. By using data analytics and sophisticated targeting algorithms, candidates can optimize their advertising strategies to reach the most likely audiences. Mastering digital political advertising is essential for any campaign looking to secure victory at the polls, as online communication shapes public opinion and drives voter behaviour.

Reach a Wider and More Detailed Audience

Using programmatic advertising provides for successful interaction with voters across all platforms, ensuring messages reach them at the best times and locations. In the United States, where 302 million people are active internet users, the potential audience reach is enormous, providing several chances to target potential voters based on certain demographic parameters. Campaigns may directly engage with their intended voter base via programmatic advertisements by adjusting targeting characteristics such as geography, congressional district, or contextual relevance, ensuring that messages reach receptive audiences. This precision targeting improves the potential to contact the correct people at vital periods, hence increasing the effect of political campaigns.

Furthermore, programmatic advertising provides a strategic advantage by enabling campaigns to adapt messaging to specific goals while maximizing resource allocation. Political campaigns can use granular targeting capabilities to efficiently allocate resources toward contacting the most relevant voter segments, thereby enhancing the effectiveness of their outreach efforts.

Reach Voting Generations That Are Digitally Engaged

The majority of today's voters are active online. Understanding how each generation interacts with digital media, as well as their existing relationship with the political scene, will enable candidates to adapt their advertising efforts for the greatest outcomes. 

• Baby boomers constitute the largest segment of the voting-eligible populace, with older generations traditionally demonstrating higher voter turnout rates. However, the voting-eligible baby boomer cohort reached its pinnacle at 73 million in 2004, indicating a gradual decrease in their influence at the polls.

• Generation X and Millennials are steadily gaining ground in terms of their representation within the American electorate, approaching the level of baby boomers. Since making a significant entrance into the electorate during the 2004 election, Millennials have consistently demonstrated increasing voter turnout. Their substantial participation in the 2020 US election suggests a trend likely to persist into the upcoming 2024 election cycle.

• Generation Z, akin to Millennials, constitutes a generation actively engaged in the voting process. Renowned for their blend of social consciousness and practicality, these characteristics significantly influence their voting behaviours. Moreover, being recognized as the most diverse generation in US history, Generation Z's voter preferences are deeply informed by this aspect of their identity.

Forget flyers and mailboxes, reach voters Programmatically in 2024!

65% of US adults get their election news online. That's a huge audience you can tap into using cutting-edge digital formats:

1. Connected TV (CTV):

• Explosive growth in CTV ads in the US has led to a massive reach, with nearly 70% of Americans expected to use it by 2024. Utilizing multiple ad formats and targeting the right voters ensures maximum impact.

2. Programmatic Audio:

• Digital audio is gaining popularity, leading to increased ad spending. Audio ads deliver messages directly to users' ears, allowing for targeted reach beyond traditional radio limitations. They can target specific demographics, interests, and locations, and can be integrated with video, mobile, and cross-device campaigns for seamless integration.

Win the 2024 race with the right DSP features:

Early voting starts soon! Are you ready to launch your digital campaign with the firepower it needs? Choose a Demand-Side Platform (DSP) packed with features that'll help you plan, launch, and optimize like a pro:

1. Futureproof your budget with Forecasting: Want to know how your campaign will perform before you spend a dime? Get data-driven insights to strategize smarter and maximize your impact.

2. Seamless CRM Integration: Upload your voter data in a flash and use retargeting pixels to reconnect with interested supporters. Keep your campaign laser-focused and efficient.

3. Target Voters Where They Live: Reach voters at the state, zip code, or even district level with advanced geographical targeting. No wasted impressions, just focused messaging.

4. Go Micro with Geo Radius Targeting: Draw a virtual fence around campaign events, rallies, or key locations to capture nearby voters at the perfect moment.

5. Find Lookalike Voters: Uncover new supporters with shared interests and behaviours using lookalike audience building. Expand your reach without compromising relevance.

6. Speak to Their Interests: Use contextual targeting to deliver your message on relevant websites and pages. When voters are engaged, your message hits home.

7. Measure What Matters: Conduct candidate lift studies to gauge voter concerns, voting intentions, and candidate preference. Tailor your campaign based on real-time insights.

Launch Your Digital Marketing Political Campaigns

Digital ad spending on political campaigns is increasing, and the 2024 US presidential election is expected to continue this trend. To capitalize on this digital landscape, political advertisers should plan, prepare, and implement digital campaigns targeting the right voters. To learn more about political campaigns, request a demo from us.

Premium Video checklist for buying and selling

In the contemporary era of technology, marketers often express concerns about the potential exposure of their advertising to undesirable practices or placements. These worries may include the display of ads on unverified third-party websites or the engagement of unqualified audiences.

Advertisers seek reassurance that their financial investments and efforts are managed with care, particularly in video advertising. It's about more than just a satisfactory environment; it should be exceptional for these endeavours.

In a recent report, we defined premium video as "content delivered transparently, in a trusted brand-safe environment, seen by real people within a high-quality viewing experience." According to the report's findings, premium video content leads to stronger brand building with audiences than non-premium video material. Finally, premium video prioritizes consumers while preserving the rights of both buyers and sellers.

To promote the value of premium videos, Targetoo created a Premium Video Checklist for Buying. Buyers and sellers who transact on premium video can use this checklist to help them make the best selections for success.

Click to download the checklist.

This checklist gives the criteria for premium video in three major categories, which were established following a significant study into what traits are most important to buyers, sellers, and viewers when it comes to premium video:

Quality of the environment: 73% of the buyers and 82% of viewers believe that a high-quality watching experience elevates content.

Brand safety: One-third of consumers named trustworthiness as a factor that distinguishes premium video content, while brand safety is the top priority for sellers when defining premium video.

Transparency: 56% of marketers would boost video advertising expenditure if improved measurement, attribution, and/or optimization capabilities were available, providing for greater insight into campaign performance.

Download Premium Video Checklist: A Checklist to learn more about each of these components and guarantee that your video advertising campaigns stand out. Want to learn more about your video advertising campaigns? Targetoo works with all types of video advertising to get the insights you need! Contact us to learn more.

Cohorted Multidimensional Reporting

Forget about jargon and hidden information! At Targetoo, we believe in being transparent about your mobile ad campaigns. That is why we are introducing the Cohorted Multidimensional Reporting tool, which is your unique window into the inner workings of your advertisements. No more guessing, simply deep dives into information that will allow you to make the greatest decisions. Discover what's working and what isn't, and optimise your campaigns like a pro. It's transparent, straightforward, and just what your mobile ad campaign requires to shine.

Targetoo's Cohorted Multidimensional Reporting Tool helps you explore your campaigns in detail. It combines more than 350 variables with groups of related data. It's not just about numbers; it's about understanding how each part contributes to your success. Our tool lets you break down and study every aspect of your campaign, giving you a detailed view beyond the basic statistics.

What makes the Cohorted Multidimensional tool unique is its complete flexibility. It allows you to get specific data that guides you in making smart decisions to improve your campaigns. It's a thorough and dynamic tool for both basic performance checks and advanced analyses. You can customise the Cohorted Multidimensional tool according to your preferences and needs.

Cohorted Multidimensional Tool

The Cohorted Multidimensional tool is like a super-powered microscope for your mobile ad campaigns. It lets you zoom in on every little detail, from who sees your ads to what they do after they see them. Here's what you can do with it:

• Dive deep into performance: See exactly how your ads are doing across different groups of people (cohorts) and different factors like location, device, and even interests.

• Make smarter decisions: With all the data in your hands, you can optimize your campaigns like a pro. Know where to put your budget, what ads work best, and how to reach the right people.

• Total return on advertising spend (ROAS) in D1, D3, or D7: Measures the total revenue generated by commercials on the first day (D1), third day (D3), or seventh day (D7) to the advertising investment made during those periods.

• Paying Users: The number of users who have made a payment during a specific cohort period.

• The average revenue per user (ARPU) for IAA and IAP, including Total ARPU: Provides the average revenue earned per user from In-App Advertising (IAA) and In-App Purchases (IAP) in specific cohorts. Furthermore, it displays the aggregate or total ARPU regardless of income source, providing a full view of user monetization.

• Ads Viewed per User: Shows the average amount of adverts viewed by individual users over a specific time.

• Divided by IAA and IAP revenue: Separates revenue produced from In-App Advertising (IAA) and In-App Purchases (IAP), allowing for exact evaluation and comparison.

• Retention Rates: This shows the percentage of users who have continued to use the app over time, suggesting user loyalty and happiness within various cohorts.

These KPIs from the Cohorted Multidimensional reporting tool provide a full perspective of user behaviour, revenue creation, and advertising efficacy, allowing for strategic decision-making and targeted changes.

Summary

The Cohorted Multidimensional Tool provides exceptional adaptability, whether investigating broad trends or undertaking more detailed analyses. Why settle with incomplete insights when you can get the whole picture?

Ready to see your mobile ad campaigns shine brighter than ever? Ditch the guesswork and unlock powerful insights with Targetoo's Cohorted Multidimensional tool. Get in touch, and we'll show you how to optimize your campaigns like a pro – no black boxes in sight!

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SKOverlay: Boost iOS Performance

At Targetoo, we understand the importance of delivering meaningful results and distinguishing oneself in the extremely competitive app marketing world. SKOverlay emerges as a powerful tool, giving you a distinct competitive advantage in advertising your iOS applications.

What is the definition of SKOverlay?

Apple introduced this feature in iOS 14.5 to help companies and developers market their apps inside of apps that they do not own. SKOverlay stands out for its ability to display interactive, immersive ads as a banner-sized overlay, allowing customers to install the advertised program from within the application they already use. A seamless, user-focused experience that increases engagement is the result.

Advantages of SKOverlay: 

Enhanced User Experience: These advertisements offer a non-intrusive and smooth user experience by blending in perfectly with the iOS screen. Without changing what they're doing, users can interact with the advertisement, ignore it, or install the program.

Enhanced Interaction: Because users can interact with rich content—text, images, videos, buttons, and sliders—all within their existing app, SKOverlay is more engaging and generates greater click-through rates and conversions.

Better SKAN Measurement: SKOverlay's smooth integration with SKAdNetwork (SKAN) enables accurate evaluation of ad campaigns' and app installations' performance.

How to Make the Most of Your SKOverlay Strategy

Create Interesting Ads: Create dynamic advertising that captures the attention of users. Use it in conjunction with videos and rich end cards, such as labels, photos, text, buttons, and sliders, to make your content more informative and captivating.

Target Your Audience: This advertising can be tailored to certain demographics, interests, and app usage patterns. To increase conversion rates, make sure your adverts are seen by the correct people.

Track Your Results: Use SKAN or your MMP to assess the effectiveness of your SKOverlay advertising initiatives. The insights you acquire will allow you to improve your campaigns over time.

The summary

SKOverlay is a game-changing technology that enhances the user experience, simplifies app installs, increases engagement, and provides reliable measurement via SKAN integration. Clients of Targetoo have seen an increase in IPM of +20-50% after adopting SKOverlay advertisements. By implementing it into your iOS ad campaigns, you can also maximise the potential of your app and stand out in the competitive world of mobile app marketing. Contact us to learn more about SKOverlay.

Crafting Holiday Video Ad Campaigns to Increase Consumer Engagement

As Black Friday approaches, brand advertisers have begun to plan their holiday video advertising campaigns. One critical issue they should address is the strategic placement of these advertisements. Due to inflationary concerns, consumers are expected to be more cautious in their purchasing decisions. Advertisers should look beyond mere reach to maximise brand connections to capture the attention of hesitant consumers effectively.

One viable strategy is to target ad spots that maximise attention. Although consumers are more likely to be receptive to video ads while looking for gifts and deals, they can still skip or scroll past them. According to Statista, 65.9% of app users consistently skip ads if given the option, while only 19.7% said they would watch a relevant ad rather than skip it. Brand advertisers should consider embracing Cooperative Media to achieve more attentive engagement—spots that, on average, deliver 3.5 more attentive seconds than other formats.

What is Cooperative Media?

Remember when you were curled on your couch, watching your favourite sitcom, and music signalled the end of the show? The screen went blank, signalling that the broadcast would resume in 1-2 minutes. This model not only established customer expectations but also promoted collaboration between the network and the advertiser. The network received crucial ad income, and the advertiser was certain that their 30-second spot would be played in its entirety. While this did not guarantee that the advertisement was watched, it did create an opportunity for tales to be heard. 

Now, turn your attention to the mobile ad experience. Many social media sites consider an ad to be "in-view" if it is displayed for a few seconds. This means that 90% of the substance in a 30-second spot may go unseen. Nonetheless, it is regarded as a success by the social network.

Fortunately, there are platforms where 30-second ad spots get full play. Targetoo recognises in-app situations and works with publishers to maximise attentive seconds. As a recent AdWeek article stated, "The more attentive seconds spent with an ad, the better the brand recall, sales, and user growth."

Creating a Bond and Fostering Collaboration

When users engage with videos on social media, their instinctive response is to swiftly navigate through content with their fingers. When confronted with an ad, the natural inclination is to skip or scroll to the next content segment. In contrast, the gaming experience offers a different dynamic. In games, fingers are actively interacting, and ads typically appear during a natural pause in gameplay, providing a moment for mental reset. However, users' thumbs remain poised for action. Targetoo capitalizes on this opportune moment by introducing interactivity to video spots, fostering a deeper connection.

The integration of reward videos in mobile games presents an additional avenue to enhance brand connections. According to an AdWeek article, "On average, Lumen found that rewarded video ads command 22 seconds of focused attention per ad compared to 2-3 seconds for ads in common social formats."

Mobile games boast several advantages, including their extensive reach, with 78% of people engaging in mobile gaming—surpassing the estimated 72% of regular Facebook users. Contrary to brief interactions, consumers dedicate an impressive 27 minutes daily to gaming, outpacing engagement with popular social apps. Furthermore, ads within mobile games enjoy a less cluttered environment, offering your narrative 3x fewer competitors than on social media.

For those seeking to elevate their holiday campaigns, explore our guides on enhancing your Black Friday mobile strategy! Contact Targetoo today to discover more about the audiences Cooperative Media can help you reach and strategies to maximize your connections.

This Football Season Participate in the Mobile Game

In the current football season, fans are not only tuning in to watch the games on television but are also captivated by their mobile devices. Second screens have become indispensable whether it involves managing fantasy football teams, placing bets, or checking real-time statistics. In light of this, brands have a unique opportunity to connect with their audience in ways that go beyond traditional TV advertisements through in-app advertising.

According to our Super Bowl research conducted in 2023, more than half of viewers (54%) expressed their enthusiasm for engaging with mobile-enhanced TV advertisements during football games. The inclusion of a QR code provides viewers with an opportunity to interact more deeply with a brand rather than simply watching the ad.

Even brands that do not advertise on TV can participate in this trend. In-app advertisements, particularly within mobile games, offer an effective means to reach viewers who are already engrossed in their smartphones. Our research indicates that mobile gamers are driven by incentives. A substantial 64% of mobile gamers are motivated to engage with an advertisement if it presents a discount code. By offering promotions or the chance to participate in a contest, you can extend your campaign's reach from mere brand awareness to actual conversion.

As the football season gains momentum, brands that embrace in-app and in-game advertising have the potential to make a significant impact on their audience, earning accolades for engagement and fostering growth.

At Targetoo, we advise and deploy organic App growth campaigns. Based on years of experience and actual appropriate supply integrations we are able to deliver quality CPI campaigns.

Targetoo integrates with bidmachine

Targetoo has recently completed the process of integration with BidMachine, an advanced supply-side platform (SSP). This partnership holds the potential to significantly transform in-app bidding technology, and create new doors for app makers and developers looking for better revenue tactics.

BidMachine: Transforming In-App Bidding

BidMachine, a unique system for in-app bidding that was introduced in 2019, has quickly gained attention for its innovative approach to app monetization. By allowing app makers and publishers to cooperate with numerous agents, marketers, and advertising networks, this platform has democratised the auction mechanism. As a result, both publishers and advertisers gain from a more transparent and streamlined advertising acquisition process.

The incorporation of BidMachine into in-app bidding and hybrid monetization paradigms has proven to be a game changer. App developers who have used this technology have seen significant improvements in key performance measures such as eCPM (effective cost per mille), ARPDAU (average revenue per daily average user), and total revenue generation. This success is largely due to the freeing of time previously given to managing waterfall frameworks, which now allows app authors to focus on refining their content and improving the user experience.

BidMachine's direct SDK traffic utilisation was one of the most significant perks that drew Targetoo's attention. Targetoo places a strong emphasis on optimising supply pathways (SPO) and prefers to engage with traffic directly rather than through intermediaries. The interaction with BidMachine complements this goal perfectly, establishing an unbroken and direct relationship to application inventory.

Furthermore, BidMachine's specific focus on the gaming business significantly resonates with Targetoo's goals. The gaming industry has grown significantly, and it now has a large user base, making it an important arena for both application developers and advertising. This relationship between Targetoo and BidMachine holds great promise for future collaborations and mutually beneficial growth.

Furthermore, BidMachine's operational focus primarily on in-app traffic is critical. Targetoo has already seen strong performance results from BidMachine, which is especially important given Targetoo's commitment to user acquisition as a DSP (Demand-Side Platform). As the worldwide scene shifts towards mobile app usage, a focus on in-app monetization techniques ensures that advertisers and app makers maintain a competitive advantage. BidMachine's expertise in this area, along with Targetoo's skills, results in a powerful and fruitful collaboration.

Partnership Beyond Monetization

Another exciting aspect of this integration is the close collaboration made possible by the companies' physical proximity. Because BidMachine has an office in Barcelona, We can collaborate closely on a range of projects with the team. 

Partnerships like this demonstrate the app industry's potential for growth and success as it grows. Targetoo and BidMachine are collaborating to empower app creators and developers by providing them with the tools they need to thrive in an increasingly competitive landscape.

Contact us to discover more about what this new partnership can do for you!

What is Bidstream Data?

Bidstream data is an important aspect of online advertising because it provides insights into the relevance and effectiveness of targeted ads. It is linked to every bid request that publishers send to advertisers, and its importance is expected to grow in the future. Bidstream data enabled US marketers to spend $31.1 billion on location-specific advertising in 2020. This is expected to increase to $38.7 billion this year. Understanding the significance of bidstream data and its potential benefits for businesses is critical to success in the world of online advertising.

What is Bidstream Data?

Bidstream data, also known as bidstream location data, is information associated with a publisher's bid request, such as information about the website or app, ad format, visitor's device type, and IP address. This information is given to the advertiser so that they can decide whether to bid on the ad unit using real-time bidding (RTB). The lifeblood of online advertising is bidstream data, which is transferred imperceptibly just before a user accesses a web page. The online ad marketplace has shifted to ad exchanges, where publishers sell their inventory to advertisers, thanks to programmatic advertising. Publishers use a supply-side platform (SSP) to access an ad exchange and enable transactions with their advertisers, while advertisers use a demand-side platform (DSP). The value of ad space is regulated by RTB technology.

Advertisers receive bidstream data in the form of a stream, which includes information about the inventory being offered, such as the format and size of an ad unit. Technical information about the device used to access the web page is also provided, such as its screen size and IP address. Location data, such as the country code domain of the publisher, is also included. Bid requests also include information such as data on first, second, and third-party cookies.
Bidstream data is stored in a database until it is deleted, raising privacy concerns. It is important to note, however, that bid requests never include users' personally identifiable information.

How Is Bidstream Information Gathered?

Bidstream data is transferred before you access a webpage. This process happens quickly, and it involves several steps.

First, the publisher receives information about the user, such as their IP address. They also add information about the relevant ad spot. This creates a bid request, which is sent to an ad exchange. The ad exchange matches the bid request with bids from advertisers. The advertiser whose bid best matches the request wins. In this case, the advertiser is book light manufacturer Microlight. The response of the match is returned to the publisher, who then displays the ad for Microlight's latest book light to the user.

This process highlights how bidstream data can be used for contextual targeting. By taking into account the user's current context, such as the page they are visiting, advertisers can deliver more relevant ads.

Bidstream data is not limited to a user's history. It can also include information about the current page they are visiting, the device they are using, and their location. This allows advertisers to deliver more relevant ads and improve the user experience.

In some situations, focusing solely on a user's history can test privacy laws. Bidstream data, on the other hand, recognizes the fact that accurate data can be gleaned in the here-and-now. This makes it a more privacy-friendly way to target ads.

Does Bidstream Data Work Without Cookies from Third Parties?

Many advertisers are naturally concerned by Google's declaration that it will phase out third-party cookies in 2023. After all, how will they run personalised adverts for their clients and prospects if the vehicle on which they have long relied is no longer available?

But it's not all bad news. A closer examination of bidstream data reveals that advertisers will still be able to gain valuable information from customers without jeopardising privacy norms.

An individual who is looking up painting techniques on an online art blog, for instance, will have their location listed in the bidstream information the blog's SSP sends to the DSP for a number of physical art supply stores. If one of those shops is even close to the site visitor, their paintbrush advertisements will be a perfect fit.

Similar to how other data essential to bidstream data, like the device a site visitor is using, may be used to help advertisers target their ads, depending on the content they are viewing. In other words, the removal of third-party cookies won't affect a publisher's or advertiser's ability to present pertinent content.

What Can Be Done With Bidstream Data?

As we've seen, the nature of bidstream data enables marketers to focus on particular target markets. Even though such targeting may be significant, something much more fundamental underpins the utility of bidstream data.

Bidstream data successfully provides advertisers with information about the most fruitful bidding areas by recognising site visitors according to location data. Advertisers are therefore able to concentrate more intently on who they wish to target and how once they have determined where possible prospects may be.

From the standpoint of a publisher, the malleability of bidstream data—the ability to separate a given stream of data into several categories that will be useful to advertisers—is what makes it useful.

In this way, bidstream data may be utilised to upsell a publisher's ad inventory, depending on how it is parsed. Publishers can, for instance, provide ad space on websites with a particular demographic's popularity as well as users who are more likely to purchase a particular good or service—high-value audience segments.

But publishers and advertisers aren't the only parties who can benefit from bidstream data. Such information can also be used by app developers to improve the impressions they make on their target markets.

Additionally, based on technical information like the functionality of particular browsers and URLs, businesses can use bidstream data to assess the effectiveness of particular bidding areas.

Advantages of Bidstream Data for Publishers

Publishers can increase ad unit sales by providing detailed user information and inventory. Maximizing profits from data sales can be achieved by selling data to a data management platform (DMP), which organizes audience data from various sources.

Advantages of Bidstream Data for Advertisers

DSPs enable advertisers to segment users based on data from online bidding, enabling better understanding of user reactions to content and enhancing their targeting strategies.

Advantages of Bidstream Data for Users

Bidstream data increases the possibility that consumers will see adverts that are relevant to their needs and desires.

Future of Bidstream Data

The imminent phaseout of third-party cookies may not prevent advertisers from displaying relevant ads, but the location and device-specific information in bidstream data may provide a second wind in the new third-party cookieless landscape. Tools like universal ID (UID) offer publishers more control over their readers' data, allowing them to track visitors across the internet and foster contextual advertising opportunities beyond their own sites.

Updates to the Interactive Advertising Bureau's (IAB) OpenRTB standard in 2018 have made bidstream data more secure and transparent. OpenRTB 3.0 requires publishers and advertising companies to revise their code to conform to new policies on brand safety guarantees, making bidstream safer and more transparent in terms of bid requests. The new protocol also includes an open field for identity signals, designed to adapt to new ID products. Overall, the IAB's OpenRTB standard offers a promising area for bidstream data, allowing advertisers to display ads that are relevant to their audiences.

Conclusion

Bidstream data is crucial for businesses, as it helps publishers and advertisers stay competitive in the market. By ensuring compliance with bidstream data, businesses can effectively serve their users and enhance their offerings. This data can be used to complement existing products. By harnessing this data, businesses can connect with their customers and achieve success in the competitive market.

Our partner CONNECTX offer various Bidstream solutions.