Tag: mobile ad network

100 percent mobile ad viewability promised by advertising marketplace

This concept has been considered to be impossible by virtually everybody, until now, with a promise by Millennial Media.

A leading mobile ad marketplace, Millennial Media, has recently announced that it will soon be offering a guarantee for 100 percent viewability for in-app advertising campaigns, which is certain to cause a stir.

This type of promise has never before been both made and kept, but it is still likely to hold significant appeal to mobile marketers.

The issue that this mobile ad promise is attempting to address is that marketers are beginning to become highly frustrated with the amount of money that they are spending on advertising that isn’t being seen by anyone. They are seeking to find ways to spend their money on advertising that won’t result in simply paying a fraudulent company, that will receive poor data on impressions that are actually being achieved, or that simply result in un-viewability.

A viewable mobile ad results in improved accountability for digital advertising that is more comparable with other channels.

Mobile Ad - in-app advertisingAt the moment, the mobile advertising environment is lacking in solid viewability standards and best practices. According to the CEO and president of Millennial Media, Michael Barrett, who is also an IAB Board Member, “The mobile ad ecosystem is desperately seeking guidelines around viewability.” He added that “Today, we are choosing the highest standard possible by offering a 100 percent in-app viewability guarantee.”

In this effort, the firm will be working alongside partner company Integral Ad Science (IAS). Barrett explained that “We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability.” He also stated that “We will continue to partner closely with the MRC, IAB, and the mobile ad ecosystem to define industry-wide standards around viewability. We are committed to becoming the largest mobile marketplace that provides 100 percent viewable, brand safe, and fraud free impressions.”

IAS has already conducted a deep investigation into the Millennial Media mobile ad network to be certain that the capabilities are all in place. Moreover, both companies have been working alongside publishers in order to implement certain viewability boosting technical changes.

Mobile ad network in the works at eBay

The massive online marketplace is now getting ready to enter into smartphone advertising in a whole new way.

A new mobile ad network from eBay is slated to launch within the last quarter of this year, giving marketers the opportunity to place their messages within the company’s app.

This is going to provide marketing firms with an opportunity to reach a tremendous number of consumers.

It is estimated that there are around 4.6 million people that use eBay’s mobile app every day. The ability to place a mobile ad in front of those consumers could present a considerable opportunity to advertisers. According to eBay on a new page that it has created on its own website, “For the first time, we’re giving you the opportunity to connect with eBay users throughout their entire shopping journey.”

These mobile ad placements will reach consumers right when they are searching for and buying products.

Mobile Ad Network - eBayAccording to the company’s own stats, users of the eBay mobile app spend an average of 150 minutes on that application every month. Comparatively, the application of the closest competitor (which was not identified on the site) saw only 47 minutes of use in the average month.

The website stated that advertisers will be able to place their ads to be displayed cross-channel, including a range of different mobile devices such as tablets and smartphones. In order to be able to place the advertisements, eBay is working with Triad Retail Media, which is a firm based in St. Petersburg, Florida.

This new network is designed to help marketers to be able to improve the targeting of their ads as the eBay app requires its users to log in, which means that the app is able to track the behavior of the user within that app. This helps the company to be able to ensure that the mobile ad options selected for a given user are likely to be relevant to that individual. This, according to the head of display advertising at eBay, Stephen Howard-Sarin. He explained that “We know what these people bought, what they looked for, what they want to buy,” and that “We know exactly who the users are, so we know that the targeting will be relevant.”