By Alyssa Boyle
Mobile retargeting is an integral part of CTV’s functionality formula.
And while streaming campaigns don’t use third-party cookies (there are no cookies in CTV media), the IP address, email, or familiar knowledge that anchors CTV campaigns will need to be adapted to a smartphone or cell phone user for retargeting to work.
On Monday, Intent IQ, Strategus and PubMatic announced a partnership to help advertisers retarget iOS device owners after watching an ad on a smart TV. Strategus advertisers will need to access Intent IQ audience segments and campaign execution will be done through PubMatic.
The challenge is to make the procedure of retargeting CTV to mobile devices work when Apple’s IDFA requires voluntary consent (many other people don’t consent) and third-party cookies disappear. The formula requires a small number of trackable users. And for iOS, at least, the scale it used to be.
Balancing the Scales
For Strategus, retargeting CTV to mobile used to be straightforward, Cox said.
But after Apple released its AppTrackingTransparency framework, it became much more difficult to locate and track iOS users. After ATT, Strategus found that a little over a quarter of its retargeting impressions were for iOS devices, out of the expected 50-50 split between iOS and Android. Devices.
Strategus is keen to retarget iOS users, as they tend to be younger and higher-earned, Cox said.
Strategus went live with Intent IQ, an identity provider. Publishers and sell-side monetization platforms (such as Taboola, Primis, and Mediavine) leverage Intent IQ to place first-party cookies on publishers’ sites to protect data about site visitors, such as IP address, browser and device type, said Fabrice Beer-Gabel, the company’s vice president of strategy and partnerships.
Intent IQ also has a knowledge management platform (DMP) partner, Datonics, which aggregates and acquires knowledge from publishers and sales platforms.
In the case of this integration, Strategus creates audience segments by matching a brand’s unique awareness to Intent IQ’s DMP. A Strategus customer could target iOS users who belong to a specific age diversity and have express interests, such as those who like to cook or play golf.
Intent IQ also uses an identity graph within its DMP to organize Americans through family. So while there’s some guesswork in determining which family members have noticed an ad on CTV, advertisers can still retarget those who fall for a safe target. audience segments (such as other people searching for a car) after an ad is shown on CTV, Gabel says.
While it’s still too early to identify functionality trends (campaigns are still in their attribution windows), Cox said Strategus has targeted roughly the same percentage of impressions to iPhone users since testing the new Intent IQ integration as before. in strength.
Yahoo’s new Blueprint feature for its DSP offers mid-term optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime price and likelihood of conversion.
It is fair to summarize a report spanning 125 pages and which took 3 years to write in a few impertinent words. But the ANA comes for its technological advertising margin.
Below are the advantages and disadvantages of client-side and server-side header offerings, along with some typical use cases for each.
Advertising and product pricing are opposite sides of the same coin, which begs the question: to attract a new customer, is it better to spend an extra dollar on advertising or decrease its value by a dollar?
Adalytics published a new transparency report digging into the GSP, a largely unknown and completely nontransparent search ad network.
23andMe’s campaign is its first genuine foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.
Yahoo’s new Blueprint feature for its DSP offers mid-term optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime price and likelihood of conversion.
AppsFlyer has acquired oolo, an AI-powered user acquisition and monetization platform. This is AppsFlyer’s second acquisition in less than one month.
GroupM and Magna release their global year-end industry growth forecasts, sharing their 2024 outlook for CTV, retail media and the advertising industry overall.
Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.
Attempts to measure the effect of virtual advertising investments on physical sales fail. Retail data silos are to blame, says Graham Goeppert, vice president of virtual commerce and media at probiotic soft drink company Poppi.
AdExchanger is the place where marketers, agencies, publishers, and tech corporations can get the latest insights into the trends that are transforming virtual media and marketing, from data, privacy, identity, and artificial intelligence to commerce, CTV, measurement, and mobile.
May 20-22, 2024MGM GrandLas Vegas, NV
Learn More