Advertising Technology Blog

External web stores let app publishers bypass 30% app store fees by directing users to their websites for purchases. This trend started with Epic Games' lawsuit, and while offering discounts helps, hosting and visibility remain challenges. Apple may appeal the ruling, potentially reducing profitability.

Performance Max, an AI-powered campaign launched in 2021, now enables marketers to generate text and image assets in seconds using AI. New features include asset generation, image editing, and campaign-level brand exclusions. All generated images are watermarked with SynthID for transparency.

This article announces TikTok's new Agency category in its Marketing Partners Program, highlighting agencies worldwide with proven TikTok expertise. It emphasizes how these agencies help advertisers succeed using media and creative solutions, streamlining campaigns from awareness to conversions.

Google emphasizes brand safety and suitability, introducing five methods: simplifying exclusions, quantifying reach impact, using AI for ad delivery, industry validation, and tailored YouTube placements.

Unlock first-party data power in retail media by using a unique customer ID (e.g., loyalty ID) to track omnichannel interactions. Attribute sales to touchpoints, assess incrementality, and optimize via machine learning. ML enables efficient budget allocation and incremental sales growth, making every impression count.

TikTok Shop lets small businesses sell directly on TikTok with tools like LIVE Shopping and shoppable videos. Shop Ads boost sales by targeting high-intent shoppers. Combined, they enhance reach and conversions.

TikTok recommends broad targeting for most advertisers, as it outperforms narrow targeting with lower CPA and higher conversion rates. Use Smart Targeting to expand when performance drops. Validate that advanced techniques beat broad targeting.

Hybrid-casual games combine hyper-casual simplicity with midcore depth, appealing to diverse player motivations. They offer mobile marketers broader audience reach through authentic playable ads that highlight hybrid elements, improving user acquisition across multiple genres.

TikTok offers new advertisers a limited-time incentive: spend $100-$1500 and get matching credits plus expert support. The blog encourages SMB fashion brands to create engaging content using hashtags and ad formats to boost sales.

Re-engagement campaigns remain effective despite privacy regulations. Key practices include targeting large audiences (250k+ device IDs), using PSA/ghost bid testing, implementing blockout windows to avoid cannibalization, and leveraging deep linking to reduce friction. These strategies help lower UA costs and achieve aggressive CPA goals.

Google Analytics 4 offers new tools for large enterprises, including customized reporting experiences, subproperties and roll-up properties linking, and faster BigQuery exports. Migration from Universal Analytics must be completed by March 2024.

YouTube introduces Spotlight Moments, a new AI-driven ad package that automatically curates videos around cultural events, ensuring brands appear alongside popular content. It offers high share of voice and a branded hub. Testing shows 26.96% ad recall lift with First Position Moments.

Triple-page ads combine video, interactive, and static formats in one seamless experience. They boost engagement, CTR, and install rates while lowering CPI, especially on iOS via SKStoreProductViewController. Testing creatives and optimizing assets are key for success.

Marketing attribution identifies which channels drive conversions, helping allocate budgets effectively. It uses models like single-touch (first/last click) or multi-touch (linear, time-decay) to assign credit across customer journeys. Challenges include privacy changes and tracking difficulties, but solutions like MMPs and AI can help optimize campaigns.

Google Ads Data Manager simplifies first-party data integration, requiring no coding. It improves conversion measurement and lead quality, as seen with Sansiri's 43% increase in qualified leads.

TikTok's Automatic Search Placement lets brands serve ads in search results, using existing In-Feed ads. It boosts reach to high-intent users, with 70% of ad groups seeing more efficient performance. Ads appear as 'Sponsored' among organic results, enhancing brand discovery.

Users engage with creators across multiple formats on YouTube, which is preferred for discovery and research. Demand Gen campaigns help advertisers reach users on YouTube and Google, boosting conversions with engaging creatives.

Liftoff acquired GameRefinery to provide app developers with contextual data in a privacy-focused mobile environment. Using AI-driven micro-categories, they improved campaign efficiency, reducing CPIs by 10%.

Resonance, defined as attention times engagement, is key for ad effectiveness. Short, creative ads on TikTok achieve high impact early, with 50% effect in 2 seconds and 90% ad recall in 6 seconds.

With iOS and Android phasing out device IDs, mobile marketers must use deterministic data now for targeting. Android still allows re-engagement via device IDs before Privacy Sandbox removes GAID access in 2024, helping reduce user churn.