The ad world continues to look for new sources of information to target ads. Some new troves: gas price fluctuations, weather conditions and lottery results.
Ad network Undertone is tapping all three to let advertisers modify ad campaigns based on real-time conditions. An outdoors brand could use the data to show ads for ski jackets to areas where the temperature has dipped below freezing. A hybrid car manufacturer could show ads when gas prices spike. An online stock trading platform could target ads based on the market’s performance.
“We’ve built an in-and-out solution for dynamic targeting and dynamic creative, allowing an ad to be served only when certain data conditions are met,” said Jared Skolnik, vp of product marketing for Undertone. “This allows the creative to include information in it about that real-time data when most relevant to the consumer.”
The ad world is in the midst of a data arms race. There are pools of very valuable data — shopping information, for instance — but they’re in short supply. That’s why networks and demand-side platforms are moving into new areas, looking to social signals, offline behaviors and other sources for an edge.
Undertone plans to automate the process with marketer data feeds to determine which ads are served and what content it provides in real-time.
“On-demand, dynamically updated ads can now be delivered specifically to users who may be impacted by critical events as they are happening,” said John Sabella, CTO of Undertone.
-
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
-
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
-
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
-
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
