Advertising Technology Blog

Google's Commerce Media solutions now integrate with Search Ads 360, Display & Video 360, and Google Ads, offering AI-driven performance and transparency. Roundel enables offline sales measurement in Performance Max. YouTube supports retail media via Display & Video 360.

Adjust supports Meta's Advanced Mobile Measurement (AMM) for non-aggregated data. Engaged Views will be treated like clicks from July 21, 2025. AEM data changes started June 10. Opt-in required for AMM benefits.

YouTube BrandConnect's new open call feature lets brands post campaign briefs for creators to submit video responses, enabling scalable partnerships and ads. Available for select advertisers.

Moloco supports the IAB Gold Standard to enhance trust, transparency, and ad quality. They reduce ad fraud with buyers.json, DemandChain Object, and Open Measurement SDK, ensure brand safety via TAG certification, and improve user experience through the Coalition for Better Ads. This commitment fosters a healthier ecosystem for all stakeholders.

Aura Remarketing re-engages inactive app users via on-device notifications. It targets high-value users based on demographics, device, and behavior, boosting retention and ROI without new user acquisition costs.

RMG creatives must segment users into Active, Casual, and Inactive player types. Casino ads thrive with longer videos (30-53s) showing gamified visuals and big wins, while Sportsbook ads need short, offer-first videos (27-30s). Key formats are portrait orientation and banner sizes 300x50/320x50. Avoid short videos without value, landscape orientation, and hype-heavy testimonials. Top competitors like Chumba Casino and FanDuel use UGC, clear offers, and localized relevance to boost conversions.

Data collaboration platforms help mobile marketers unify first-party data, ensure privacy compliance, and activate insights across partners. They offer secure data sharing, identity resolution, and workflow automation, enabling better targeting, campaign optimization, and scalability in a post-device-ID world.

Moloco announces global launch of AI-powered re-engagement models, improving ROAS by up to 15% and reducing CPA by 12%. Re-engagement conversions grow 10x faster than UA, are 5x more cost-effective, and deliver 3x higher ARPU. Key features include shorter learning periods, enhanced targeting, and flexible campaign goals. A trading app saw 50% lower CPA for first deposits; a gaming studio achieved 4x ROAS improvement and 3.5x CPA drop.

A Nordic study shows TikTok's ROI is 10.7x higher than last-click models. Use consistent, authentic content and advanced measurement to capture true full-funnel impact.

WWDC25 introduced AdAttributionKit updates: multiple re-engagement conversions, customizable attribution rules, and country codes in postbacks. These changes enhance measurement flexibility and privacy for mobile marketers.

The NFL season is a golden opportunity for RMG advertisers. Top brands start ramping up in August, shifting from CPA to ROAS strategies to capture high-intent users. CTV is a breakout channel for awareness, with QR codes driving performance. Budgets spike 30-50% on game days, and creative refreshes happen weekly. Early investment in August-September is key to capitalizing on first-time deposits.

Creative strategy is vital in mobile gaming, contributing 56% to sales ROI. Top formats include playable ads (49% lift in IPM), long-form videos (30% higher ROAS), and interactive end cards (30% higher conversion). Advertisers and publishers benefit from higher engagement and revenue. Moloco optimizes creative performance.

Meta launches opportunity score in Ads Manager globally, offering a 0-100 score and recommendations to optimize campaigns. Small businesses saw 12% lower cost per result. It evolves beyond static frameworks with dynamic, near real-time updates.

Meta expands ad products for better ROAS. Value Optimization boosts ROAS by 12%. New features optimize for profit margin, custom events, and incremental conversions. Value Rules target specific demographics. Results show significant ROAS improvements.

YouTube received MRC brand safety accreditation for in-stream ads for the fifth year, becoming the first streaming platform in 2021. The accreditation covers three inventory suitability tiers and confirms AI and human review systems ensure brand-safe placements.

TikTok Messaging Ads enable businesses to start real-time conversations via Direct Messages or third-party apps. They shorten the path to action, qualify leads immediately, and improve customer experience. Best practices include using Smart+ and replying within three minutes.

TikTok's Insights Spotlight on TikTok One helps marketers track trends, audience behavior, and brand perception. It offers real-time data, AI summaries, and competitive benchmarks to create effective content that resonates with viewers.

TikTok Automotive Ads are catalog-based solutions using Video+Product Cards or Multi-link Carousel to match users with vehicles. They leverage Smart+ for optimization, reducing CPA and improving engagement for dealers and OEMs.

Ad Assistant is an AI tool in TikTok Ads Manager that simplifies ad creation, optimization, and management. It offers smart recommendations, real-time adjustments, and automation, helping advertisers save time and improve performance.

Marketing mix modeling (MMM) analyzes aggregated marketing data to measure impact on outcomes. Unlike media mix modeling, it includes pricing and promotions. MMM complements attribution, offering a privacy-compliant, high-level view for mobile marketers.