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For advertisers, especially those who move in the field of digital advertising, data is the most important element with which they work. The information is the fundamental piece to be able to later access a much more complete vision of what the consumer is like, what interests them and what messages work, profiling in a much more efficient way the United-Arab-Emirates Mobile Database messages that are launched and the way in which they connect with them. Therefore, every source of data and any information, no matter how minimal, is valuable. Google’s latest move in the ad market could become another drag on how they do things. For privacy reasons, or at least that is what Google explains, the company will limit the information it reports to advertisers in Google Ads. From now on, advertisers will only receive data based on search terms that have a “significant number of users”. That is, those searches that generated advertising impact but that come from a small group of users will not report data. As you recall in Search Engine Land, right now advertisers even saw search data that only generated a click or an impression. Most likely this will go away and advertisers are not very happy about it.

Having less data means having less control over what works in campaigns and less access to what consumers are like, no matter how much this happens within the framework of a campaign they have paid for. In fact, some estimates and some calculations within the industry itself already Brother Cell Phone List indicate that with the movement – and if the general investment generated in digital advertising in Google search environments is taken into account – millions of dollars in ad spend become invisible to advertisers. One agency has estimated that with the move it will stop seeing, in general, 20% of the search terms that are associated with its campaigns. Of course, the numbers can vary and it all depends on what campaign it is. As a professional explained on Twitter, in one of her last campaigns, 51% of her spending had gone to searches that had had very few clicks. On average, in their campaigns, they are usually 30% of the investment.

Above all, it is a potential problem for advertisers when it comes to analyzing longtail data and those keywords that do not generate a lot of traffic but do manage to maintain it constantly. Likewise, as they point out in the same analysis, the movement will end up hurting small companies more than large companies, which have their own massive data sources. Google’s decision fits within more moves in recent months, which have put privacy at the epicenter of things. For example, one need only think about its role in the decline of cookies and how this further complicates the situation for online advertisers. Privacy has become a key piece in the strategy of brands and in the concerns of large online services. Consumers are increasingly concerned about what happens to their data and how businesses use it, as regulations are becoming more and more restrictive.

There have been several factors that have caused programmatic advertising that had become basic in recent years to enter a certain crisis. Brand image problems, exemplified by YouTube not so long ago, when advertising sneaked into content that was very negative for brands, caused advertisers to become more critical of programmatic advertising and how it managed control of advertising spaces. They  Ukraine Mobile Database wanted to make sure they were always present in safe environments. To this must be added that the cookie crisis and new privacy regulations limited what advertisers could do and complicated data management. Cookies had become technologically obsolete in certain environments, but also the blocking imposed by some browsers by default (and the imminent Chrome will be the final stitch) made the situation more complicated. Data privacy regulations, in which the European Union has been the great pioneer, have also limited how brands access information and what they can do with it.

And, as a third point, we must add that digital media, especially those with a very powerful brand and a past on paper, began to be increasingly critical of the online advertising ecosystem and its dependence on third-party Brother Cell Phone List platforms. All of this has created a kind of perfect storm for programmatic advertising and has fueled the revival of certain formats. This is what happens with contextual advertising, the former queen of online advertising fallen from grace in the face of the most sophisticated programmatic advertising proposal. Thus, in recent years it has been starring in a revival. The return of contextual advertising as a solution to advertisers’ problems seemed clear at the beginning of the year. Then it was pointed out that the media were beginning to create content verticals to position them using precisely this type of advertising format.

And now, as Digiday just demonstrated, the big online media are creating an entire infrastructure connected to contextual advertising. The New York Times is one of the best examples. The company has been working on this advertising format since 2018 and has created five different contextual advertising products since then. Its popularity has been increasing. In 2019, the Times sold 100 campaigns of this format throughout the year. Now, at any given time, you have 100 campaigns operating on your website using contextual advertising. Of course, contextual advertising today is not the same as in 2001. As explained in the analysis, the players of this new market themselves define it as “contextual on steroids.” It is a much more sophisticated, complete and complex contextual advertising, which allows the creation of more segmented spaces and which also crosses in many cases what it offers with the data that the advertisers themselves have to make everything more effective.

For advertisers and publishers, the new format has its benefits. For the media it gives much more control over their advertising products, since they are the ones who sell them (depending less on third parties) and also based on their own strengths. For advertisers, in addition to brand security, it allows you to be sure that your ads will work in all environments, from desktop to mobile and due to many privacy blocking measures that are imposed. Similarly, specialized verticals with which you want to create a specific environment for contextual advertising allow you to work with other areas. They help, for example, to create relevant niche audiences for advertisers, but also give tools to the media to charge it as a premium scenario. The negative point is that the industry does not believe that the volume of income that traditional programmatic generated for these media will be equal in this new scenario and also that it does not work the same in click attributions.

It’s almost like an eternal war: in recent years, the competition in marketing and digital advertising has been between what technology says and what matters in terms of creativity. Creativity has been the traditional ally in marketing and advertising strategy. Creative messages and Uganda Mobile Database innovative campaigns have been seen as the recurring and decisive element in reaching and connecting with consumers, making the message become one of their memories. However, the data boom and growing marketing technology have offered different avenues to reach consumers. Now it is possible to customize messages in a very specific way, betting on very specific and concrete data and offering each exact niche of consumers what exactly they want to receive.

Creativity has become less important, because after all data tells us what consumers are interested in – and what is not – which makes the message almost about what they already want or need. But have advertisers managed to burn out betting everything on this second card and forgetting the importance Brother Cell Phone List of creativity and surprise to their consumers? Some studies have been insisting in recent times on the importance of being creative and not focusing only on what niche segmentation offers. As much customization as possible, consumers still want to be surprised. And, in a way, that is what another new study has just pointed out, which focuses on analyzing the perception that consumers have of digital advertising and the messages that brands launch. The study has been prepared by Dynata for Celtra and is based on a sample of American consumers. Its conclusions are clear. As much as consumers expect brand messages to be relevant (hence the importance of personalization and betting on niche messages) they also want them to be different and eye-catching. Creativity should not be at odds with the use of the martech.

Thus, 66% of the consumers interviewed recognize that the messages and advertisements they receive from brands in both advertising and social media marketing have become repetitive. This occurs despite the fact that 56% say that the messages they receive in online advertising are relevant. That is, they are adjusting to your interests. Therefore, it is not surprising to find that the study provides a high number of consumers who want a change. Although 60% of consumers expect brand messages to be consistent, 67% say they would like more variety of messages and ads. Brands and companies must continue to serve relevant messages tailored to their interests, but they should do so in a more creative and surprising way. Basically, and as they remember in MartechToday , what the conclusions of the study say is that consumers do not want brands to bore them and serve them the same message over and over again, or one that is too similar that it is difficult to differentiate from their competition.

Is there a gap between what marketers want and do and what consumers seek and expect? This question could provide complex analysis of market realities and marketing strategy in many areas, but it is clearly important in advertising. In how the advertising strategy has been established and how consumers have reacted to it, there has been a recurrent Turkey Mobile Database divergence. You just have to think about advertising on television and the strategy that advertisers have followed in that field. In recent years, the number of ads, the length of ad breaks and the way in which you try to reach consumers have increased. They have concluded that these ads are especially annoying and the burden of all the advertising time has led them to make the leap to other types of content access formats. Streaming, which has grown so much in recent times, does not, after all, have ads.

Something similar happened with the internet over the years. Ads became more and more intrusive, annoying and more ubiquitous and, as Internet users became more able to ignore them, advertisers and the platforms that served Brother Cell Phone List them opened up new advertising spaces. There was an avalanche of banners, pop-up ads and other formats that consumers defined simply as annoying and that the industry tried to put whatever it was (simply managing to increase the rejection). But is there also a divergence between where advertisers put their messages and where are the consumers most willing to see them? Are brands overfocusing their resources on certain channels and underusing others? Facebook or YouTube are recurring destinations for ad spend and, as the growth data for ad spend shows, environments to which more and more resources are being directed. The big question is whether consumers really want ‘so much’ for their ads to rank there.

According to a study by Kantar collected by Marketing Dive , there is actually a separation between what some want and what others do. Marketers around the world, the study notes, prefer platforms that they consider to be established. Therefore, they invest preferentially in YouTube. However, they point out in the same study, consumers are much more receptive to other channels: their view is usually more positive towards the inclusion of ads on new platforms (perhaps, we ventured from the newsroom, because they tend to have fewer ads and new ones aren’t as annoying as those on already ad-saturated platforms.) And not only that. More and more users express their exhaustion and anger at the abusive and intrusive practices of YouTube advertising.

Thus, the list of consumer preferences in digital advertising platforms is topped by TikTok. After her goes Instagram, Snapchat, Google and Twitter. And, curiously, when the fan is opened and consumers are asked about their preferences in advertising in general, those who win are not the digital channels. Consumers prefer, in this order, cinema advertising, brand events, magazine ads, digital outdoor advertising, and newspaper ads. Advertisers, on the other hand, prefer online video ads, television, social media feeds, streaming television, and social media story ads in this order.

In the boom of everything audiovisual, sound had been somewhat eclipsed as a content channel and as an advertising scenario. Radio may have been the flagship medium for part of the 20th century, but television managed to eclipse it for the rest of the century. The technology of the 21st century has brought the streaming boom, the appearance of new communication channels, the omnipresence of mobile phones and the eclipse of television. Surprisingly, it has also brought a revival of sound. Of course, this does not mean that the radio of a lifetime is returning and that the content and advertising format that was associated Tunisia Mobile Database with it is recovering. The situation is different, but – as happened with the launch of formats such as the online video ad – the old advertising techniques are experiencing a revival as inspiration for the new ones. In recent years, podcasts have seen a boom and boom time. The fact that the major players in the market have begun to enter the war for the podcast market makes it very clear how that market has evolved and what you can expect from it. The big companies are investing in recruiting talent and creating a content fork because they have seen growth in their advertising potential.

If in recent years the supply of content had grown significantly and so had listeners, the last few months have provided a new boost for this market. The months of confinement and reduced mobility to limit the impact of the coronavirus and contagion have increased listeners to podcasts , thus Brother Cell Phone List increasing their business potential. But the crisis has not only increased podcast listeners, but also increased the use of other sound devices. The intelligent speakers have become one of the products to the rise in the tech market.

The big brands are launching their own devices (and there is already a market war between the giants, such as Amazon or Google, to gain the widest possible quota) but they have also begun to mark the agenda in search, opening new needs for the brands and their SEO strategy, and, of course, how they advertise . During the months of confinement, as they recall in AdWeek , the use of smart speakers has been on the rise and with it has put a new ad format in a prominent way, the ad designed for that space and for that environment. These types of advertisements are inspired by traditional radio advertising, although changed for the times, and, according to the American media, they are having a good reception among listeners. Are these new digital sound ads one of the rising formats for the future of online advertising? In general, sound ads on the internet are very annoying. They are one of those advertising formats that Internet users find irritating. However, when what is being accessed is sound content, they fit the format and what is being done and are not viewed in a negative way.

Unlike what happens with other streaming platforms established in Spain, Movistar’s does have ads. Content with advertising is accessed on demand when you are a customer via some of the Fusion packs, but also when content is viewed using its Lite service. Before starting with the broadcast of the chapter you want to see (which is especially annoying when you are doing a marathon of a series with chapters below Thailand Mobile Database half an hour), they serve an advertisement. And if you are doing a marathon, you will likely see the same ads repeatedly. In my last viewing experience, it has been an advertisement for a private health insurance on which I would like to click on one of those tools of the advertisements on the internet that allow you to indicate “I am not interested” and another for food that I am have chased you to boredom. The advertisement for El Restaurante Ibérico took a while to unravel, because in the end I wasn’t really paying much attention to it.

Although these are the two ads that haunt me right now, including one for a customizable car that is so unremarkable that I can’t remember which brand it is associated with, no matter how much they have already served me several times, in the streaming viewing experience of This service (paid, but with advertising) I have come across other insistent advertisements that have been repeated ad nauseam. As I watched them, month after month, I wondered if maybe they couldn’t profile me Brother Cell Phone List better and also if they couldn’t include more variety (especially considering that they know that this ad has served me not so long ago). The experience is not unique to me and it is not unique to this streaming operator. The problem is, in fact, much more global. Even though on-demand content consumption figures have skyrocketed and advertisers are even more interested than before, streaming advertising is still repetitive and not a big deal.

As they point out in an analysis by The Wall Street Journal , which has started from the US market to analyze the situation, the ads remain in a kind of eternal repetition. Although more and more people are watching series and movies via streaming, for the industry, they point out in the Journal , it is still very difficult to know what who sees and how many times the same ad is served to the same person. And of course this not only annoys the viewer, it has also become a problem for advertisers. Why is this happening? In the case analyzed by the Journal , the problem lies in the fragmentation of the market. There are several streaming players with advertising, multiple connected television operating systems and different apps in which to access these contents. All this means that advertisers are forced to buy advertising space from multiple sellers and channels, without being able to connect all that data under one umbrella.

And not only that: even if they buy advertising inventory from several sellers, the advertising space is the same. That is, you may have purchased ad space from two different streaming advertising vendors and your ads end up in the same content app. This highly fragmented market is making it very difficult to limit consumer exposure to an ad, no matter how much some industry players insist on offering tools to limit the frequency of ads and no matter how much others defend how they profile audiences and market segments. Advertisers report, as one of them does in the Journal article , that you end up seeing the same ad “over and over again.” Advertisers also fear that as viewers increase, so will the ads and, with it, the repetition of the same campaigns.

In the world of digital advertising, ads.txt has established itself in recent years as a kind of potential solution to many of the problems that threaten investment in online ads. The big benefit of ads.txt is, or at least that’s the implied promise, that it helps fight ad fraud. When enabled it helps improve transparency in programmatic advertising and limits exposure to fraud. However, no matter how promising as a solution, the Taiwan Mobile Database results are not without problems and the tool has not become a shielded element against potential problems. For example, implementing ads.txt and not updating it regularly opens the door to new advertising problems and leaves the way open for cybercriminal activity and fraud. And even cybercriminals themselves have learned to cheat the system in a much more proactive way. An investigation in 2019 pointed out that the media had lost between 70 and 80 million dollars in advertising that they had not received, because it had gone to unverified sites that had managed to create a kind of illusion and pretended to be safe sites. They created a mirror game with ads.txt.

But the problems are not only linked to ad fraud and cybercriminal activity, they are also linked to picaresque. That’s what an analysis of Escalated.io just discovered . What exactly has this study uncovered and why is it a problem for the media? Those responsible for the study have analyzed Brother Cell Phone List the correlation between the information included in the ads.txt file and what sellers.json provides. In their sample they have included around 100,000 network domains, to see what happens with online advertising and how it is bought and sold. Their findings indicate that there is a large divergence between the information that is included in ads.txt about the nature of who sells advertising and that that appears in sellers.json.

“The resulting data discovered a high number of entries declared as direct when reseller was expected, based on the fact that sellers.json listed the type of seller as an intermediary,” they point out in the study’s conclusions. This confusion has, on the one hand, implications in terms of transparency. Considering that the industry complains that things should be more transparent, a situation like this is not desirable. As those responsible for the study explain, both ads.txt and sellers.json are tools created to “build transparency and trust” in the programmatic advertising ecosystem. Not using them correctly damages the path to those goals. On the other, it also has an economic effect. Advertisers are paying premiums to go straight to the medium when in reality those amounts are being left on the road by intermediaries.

Researchers have not been able to determine a clear reason why this occurs, although they have identified four behavioral patterns that explain this divergence. That is, they have managed to identify four scenarios that are repeated on a regular basis and for which these identification errors occur. It is not the only reason. There are also strategic reasons. Thus, another reason is in what the medium itself does: it changes the identification from reseller to direct in that environment because it believes that in this way it will increase its income. Another economic reason is in the protection of agreements between media and platforms. Changing the identification seeks to protect exclusivity agreements, so that they are not in a disadvantageous position in the market. And finally, the fourth big scenario is that of human error. They are misidentified because it is not yet well understood what these codes mean and what they work for.

In the online advertising market growth data for the last semesters, one of the players was positioning itself as especially emerging. Although it still did not have the position that the big players in the market occupy (the Facebook-Google duopoly), Amazon has been climbing positions and Switzerland Mobile Database becoming a stronger rival. The online store has managed to capture the attention of advertisers because online purchases are increasingly important, but also because its site has become a default access portal to brands. Consumers, wherever they go to buy in the end, are using Amazon as a platform to discover products. The financial results that the giant published in May already indicated that its advertising division had grown by 44% . In fact, 2020 is being a particularly positive year for the platform and its advertising market. While the advertising market falls in a generalized way, Amazon is one of the players that continues to register increases .

Google may have posted quarterly losses for the first time due to the market contraction and slower investment by some of its key advertiser segments. Amazon has weathered the storm well and benefited from market trends. Locked up in their homes, consumers buy more online and Brother Cell Phone List advertisers are betting more on ecommerce ads. Amazon could emerge from the crisis as an even stronger rival. And that’s where Google has no choice but to make moves. No matter how high a position of power you occupy and no matter how high your role in the market, you cannot let water get into your boat, no matter how minimal the leakage.

And because of this, Google’s latest move regarding advertising on Google Shopping should not be seen only as an act of goodwill, but also as a strategic move. If in April Google Shopping opened its ads for free by eliminating commissions for those shops hit by the pandemic in the United States, now it is also doing it in EMEA and will take it to the global market from mid-October. Beneficial sellers will appear in Google Shopping results for free. “Buyers will find more products from more stores, in time for the region’s peak shopping season,” they explain in the presentation of the action. According to Google data, SMEs have improved results since the free listings appeared. Adding the free presence and paid ads, these companies (in the US, where it operated) achieved double the number of views and a 50% growth in visits.

Google is also launching in some European markets, including Spain, its local service ads option, which focuses on hyperlocal. This ad format, which allows for example to find the closest plumber to home, is not exactly what Amazon allows, which offers ads for products that can be purchased online. For the rest, Google’s movements enter the areas in which the ecommerce giant’s advertising is strong. The emerging world of ecommerce advertising
In addition, advertising in ecommerce and linked to online sales, regardless of who dominates the market, is becoming a segment on the rise. Future forecasts already indicate that investment in ecommerce ads will grow by 18.30% year-on-year. This means growing 30 times faster than the average of the online advertising market.

For the last several years, the epicenter of what matters in internet advertising has been in the market segments. The race to be conquered and the element that marketers were focusing on was niches. The crucial thing was that your audience was seeing your ad and that they did it at the most Sweden Mobile Database appropriate time for it. Everything else was somewhat secondary. This was what underpinned the success of the actions carried out by the algorithms and what positioned programmatic advertising in a prominent way. The promise was, after all, that: consumers would see the most suitable ad for their interests at the right time. The channel would be the one that was available.

But is the channel so unimportant? Not really. Advertisers themselves and the players in the advertising industry had it more or less present even when the key element seemed to be, simply, to reach the right audience. After all, advertising in reference media has always been paid for at premium prices. The last few years have accelerated, yes, the awareness Brother Cell Phone List that not all channels are valid and that the context has serious indirect consequences. The boom of fake news and disinformation make advertisers live in fear (for example, they already fear what may happen to the perception of their advertising on social networks for this reason) and scandals such as the YouTube case have accelerated the feeling of concern in the face of potential reputational consequences.

However, marketers shouldn’t just focus on negative fears and hot spots. Studies and impact analyzes have also shown that there is a positive effect. That is, the advertisements and the channel in which they are displayed can interact, reinforcing the latter the good image of the former. It is the so-called halo effect. The halo effect is not a new discovery, although it is true that more and more studies are reinforcing the idea and providing data that insist on the importance of choosing well and good online media. The latter has been produced by the IAB. The study has been carried out in collaboration with Magid Research Find and concludes that advertising in media considered safe has a significant impact on brand perception. According to the study, trust increases and consumers also become more likely to react to the ad and respond.

40% of consumers recognize that they would be more willing to try a brand after seeing its campaign in the middle of the news (reliable). 45% say they are more likely to visit the brand’s website, 43% that they would consider buying it and 39% that they will feel more comfortable recommending that brand to others. The effect that secure media has on brand ads doesn’t just hit hard points. They also do it in intangible elements. The image of the brand gains in certain values ​​thanks to the position occupied by the ads. Thus, 49% of consumers say, after time, the ads of these brands in secure media, that they are more relevant, 47% that they are focused on consumers and 46% that they are of high quality. And, in general, the appearance of brand advertisements in the news increases the confidence in them by 6%.

Integral Ad Science (IAS), the world’s leading digital campaign verification company, and Google Campaign Manager, the world’s largest global ad server, today announced automatic campaign verification tagging. This agreement will significantly facilitate the verification process in Google’s ad server and will considerably reduce the time spent on this task by agencies and advertisers, who until now did it manually. At the Sri-Lanka Mobile Database same time, brands will have centralized labeling management in campaign management and the flexibility to switch between monitoring or blocking them without the need to re-label or put a new one into circulation. Bell. Along with this, advertisers will have access to a new metric called Vendor Blocked Ads, with which they will be able to access information about which ads have been blocked directly according to Campaign Manager reports. In this way, by having access to all this information in one place, advertisers have more transparency about the success of their campaigns, allowing them to better adjust their strategy to achieve their objectives.

Additionally, advertisers who purchase Display & Video 360 campaigns and who use Campaign Manager for their media purchases will also benefit from centralized management of verification tagging. Because when enabled, ad placements provided by Campaign Manager are Brother Cell Phone List automatically synced with Display & Video 360 campaigns as bundled creatives, reducing the time it takes to serve campaigns. In addition, it is guaranteed that the inventory purchase conforms to the conditions of security and brand suitability. “We are delighted with this alliance with Google. Brands can now activate verification for their campaigns in just seconds using automated third-party verification in Campaign Manager,” said Lisa Utzschneider, CEO of IAS. “This will allow advertisers to spend more time focusing on how to reach and connect to their respective audiences and drive the performance of their campaigns.”

“HP has been actively involved in the beta version of IAS verification tag automation at Google and we’ve seen a huge time-saving impact for our marketing team,” says Chris Liberti, Global Head of Ad ops, HP . “We are delighted that IAS verification is now automated within Google Campaign Manager, allowing us to launch campaigns faster and with the third-party protection that our brand requires. We look forward to implementing verification tag automation across all of our bells”. IAS and Google have been partners for a long time. Together, they provide the industry with cutting-edge technology that helps it advance. In this sense, recently, Google Display & Video 360 have integrated IAS pre-bid segments of contextual relevance, with which brands have more control over where their ads appear and prevent an impression from being inserted next to inappropriate content for it according to your own interests.