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Αdform Launches the World’s First Retargeting Campaign Based on First-Party Data

1st-Party Data

Αdform Launches the World’s First Retargeting Campaign Based on First-Party Data

Once upon a time, digital advertisers started using third-party cookies to offer us more targeted ads. We, as website visitors, got targeted ads depending on our online journey. One day, some of us demanded more privacy and transparency on the internet and more control over the data that advertisers received.

So, how is the story going on?

To meet users’ demands, Safari and Firefox browsers blocked 3rd-party cookies in 2017 and 2019, respectively. Google Chrome, as a huge giant, decided to do this by 2022.

But how this affects the digital advertising world, and what are the results of the death of third-party cookies?

In Cyprus, 65% of traffic comes from Google and 10-15% from Safari and Firefox. So, almost 80% of the digital advertising traffic will be affected.

And here comes the mentor! To save the online marketing world, Adform, our technological partner, presented its latest advertising solution.

The 1st-Party IDs are the only way forward!

2022: A new era for the advertising landscape begins. For more than 20 years, Adform has helped its customers improve their marketing. With the magic wand, the wise mentor managed to invent a new way to continue supporting them.

What is this gift? Adform has created the first campaign based only on first-party IDs. The campaign has been tested in collaboration with Dentsu and IPG agency, Matterkind.

The results of the first-party data solution are truly encouraging! First-party data campaigns allow advertisers to continue with personalized, one-to-one marketing, even after third-party cookies are phased out. Also, they give publishers, advertisers, and consumers more control and transparency.

The end of the story is still not written. The future is yet promising. The ban of third-party cookies opens doors to new opportunities “to clean up and make things better”.

In 2022, the removal of third-party cookies will be a problem for many advertisers but not for our clients.

PS New Deal, in collaboration with Adform, makes it possible for its clients to use first-party data for their campaigns. The result? Personalized campaigns without experiencing the fear of missing out.

If you want to learn more about the new era of online advertising and digital campaigns based on first-party IDs, feel free to contact us on 22 010018 or send us an email at [email protected].

 

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It’s been 3 years already since the founding date of PS Newdeal!

3 Years of Newdeal

It’s been 3 years already!

It’s been 3 years already! I feel honoured and grateful that I am part of PS New Deal’s founding team. Our company was founded in January 2018 and they have been 3 successful years but at the same time, 3 years full of challenges.

Inspired by Franklin Roosevelt’s “New Deal” back in 1933, we decided to create a company that would transform Cyprus’ digital advertising ecosystem. Our most powerful tools proved to be our passion for digital advertising, our long experience in the market due to our preceding presence as digital publishers, and our strategic decision to develop a partnership with a pioneering technology company such as Adform.

Most importantly, we decided to create a company with a corporate DNA that respects its employees, values them as the most important asset of the company but also inspires them to be the kind of people that constantly seek to improve the quality of work for the benefit of their customers. At PS New Deal, we want to have such a company where people are respected and appreciated as employees because we believe that only if you exceed the expectations of your people, you will be able to exceed the expectations of your customers.

Since the beginning, we have had a clear strategy to work closely with advertising agencies in order to create added value for the brands. During these 3 years, we have run more than 900 campaigns (Direct and Programmatic) for approximately 300 brands, have created more than 80 rich media formats, and served more than 2,5 billion impressions. But, nothing of these would have been possible without the support and dedication of our loyal customers who have been with us since the beginning. As the head of commercial activities, I feel proud of our accomplishments. But at the same time, I need to express my appreciation and respect to all our clients for their trust and support.

 

PS New Deal is the market leader in Cyprus regarding digital advertising technological solutions and services. For us, being a leader does not make any impact unless it is accompanied by the maximum possible level of customer service, the highest campaign performance, and the most advanced technologies. Our clients mean the most to us and we constantly seek to pursue their expectations.

Our main services include 3rd Party Ad-Serving, Programmatic Media Buying, and advanced rich media creatives. Our biggest challenge was to manage to penetrate the market and prove that we have the competence and experience to create added value to the brands. To a great extent, we have managed to achieve our goals and overcome our challenges. Yet, we have more to accomplish.

Our immediate future plans include the launch of Adform’s DMP (Data Management Platform) in the Cypriot market. In today’s digital advertising environment that “All things are Data”, the use of a Data Management Platform is the only solution for most effective digital advertising activities. We must understand that the biggest challenge comes from the Internet browsers since Safari and Firefox deprecated 3rd-party cookies and Google Chrome has announced that will do it by 2022. This means that 80% of the digital traffic will be affected. Moreover, working with Adform and other ad-exchange partners, we plan to create the first programmatic ad-exchange in Cyprus to enable publishers to maximize their yield management possibilities and thus, their profitability.

At PS New Deal, success has nothing to do with numbers on the balance sheet. It is all about understanding that our highest-valued assets are the employees and the customers of the company. These are the reasons for our success so, at PS New Deal, we always focus on offering our employees the best possible working environment and our customers the highest possible customer service along with the best technologies. This has been our secret of success and this is the way that we will move forward in the next years to come…

Maria Zacharoude has extensive experience of more than 10 years in the digital advertising market since prior to PS New Deal she used to hold the position of Commercial Manager of several digital publishers. She is one of the 3 founders of PS New Deal. Since the beginning of PS New Deal, she holds the position of Commercial Director and is a member of the company’s Board of Directors. She is responsible for the commercial development of PS New Deal and is part of the team that takes part in the strategic decisions of the company.

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The importance of DMP in today’s data driven digital ecosystem…

Data Management Platform (DMP)

The importance of DMP in today’s data driven digital ecosystem…

In today’s digital advertising environment that “All things are Data”, the use of Data Management Platform is the driving force of effective digital advertising activities. On this blog, we will define Data Management Platform (DMP) and describe the 3 main steps that a marketeer needs to follow in order to activate a DMP account.

What is Data Management Platform?
A data management platform (DMP) is the backbone of data-driven marketing which allows businesses to gain useful and unique insights into their customers.

DMP is a unifying, centralized platform that collects data audience (1st, 2nd and 3rd party) from several sources, including online, offline and mobile. It organizes them in segments, creates target audiences and makes them available to marketers for activation in digital marketing campaigns. A DMP not only collects and organizes the data, but also makes it available to other platforms (such as DSPs, SSPs, and ad exchanges) in order to be used for targeted advertising, content customization, and data monetization.

DMPs are extremely important for advertisers because they enable them to deliver targeted results but most importantly to improve the overall efficiency and ROI of their advertising campaigns. With DMPs, you can achieve extraordinary targeting and scale across all your online advertising channels. A good example is when an advertiser uses a DMP to collect and organize data which they are then used to deliver a particular ad to parents aged 25-35 who enjoy planning their family vacations online.

How does a DMP work?
In order for advertisers to be able to use the available data for digital marketing purposes, they first need to activate an account with a DMP company and then follow three basic steps: Data Collection, Data Management (Taxonomy and Segment), and Data Activation.

Data Collection:
The first step of a DMP is to be able to collect easily 1st party audience data in one place and to import data from 3rd party data providers in order to compare these data points against the 1st party data. This 1st party data can be collected based on specific behaviours such as clicks, downloads, video uploads or video completions as well as on interests like football, gardening, shopping, cycling, fitness, owning a pet, and travel. The collection of data can include demographic, household and socio-economic data as well.

Data Management:
After the collection of the data, the DMP will have to organize the 1st party audience data into categories and taxonomies. In other words, it must start creating market segments. Once the data is uploaded to the platform and organized into segments, you can use this information to build audiences for specific marketing campaigns. For example, an advertiser that runs digital campaigns for a retailer may want to target males aged 25-34, while another may focus on women who buy clothes online. Audience segmentation is the power that advertisers hold to run data-driven campaigns and reach the right consumers at the right time.

Data Activation
The final step is to activate the data and to start monetizing the data audiences. In order to activate the DMP audiences, it needs to be integrated with other programmatic platforms, ad exchanges and SSPs. Adform DMP is directly integrated with Adform programmatic platform so that the clients can run perfectly targeted digital campaigns but also activate the data audiences to direct campaigns in local websites via Adform 3rd party Ad Server.

In a heavily data-driven digital ecosystem, Adform DMP allows marketers to create an anonymous profile of their data assets so that they can be targeted via both Adform programmatic platform and Adform Ad-Serving. Being able to target the right ad, to the right viewer, at the right time is an extremely valuable asset in today’s dynamic digital environment.

PS New Deal offers its clients world-class DMP advertising solutions to help them achieve perfect audience targeting in order to maximise the performance of their campaigns and thus, to reach maximum ROI of their digital advertising activities.

Adform’s full-stack platform enables advertisers to directly integrate and activate its DMP activities to its programmatic or direct campaigns at the highest efficiency. In this way, leakages and data-loss are minimized.

If you are an advertiser or a publisher that needs to learn more about Adform DMP and the benefits that can bring to your digital advertising performance, please free to contact Maria Zacharoudes who is our Commercial Director at: [email protected] or 22 010018.

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The 1st-Party IDs are the only way forward

The 1st-Party IDs are the only way forward

The digital advertising world will not be the same by the next couple of years. In 2019, Safari and Firefox browsers deprecated 3rd-party cookies, leaving many advertisers wondering how they would address users with relevant advertising in the future. For the moment, the Cypriot digital advertising ecosystem should not worry, since only 10-15% of traffic comes from these browsers (compared to 25% in the rest of the world). Thus, it may not be a high priority to find an alternative form of ID management.

However, this should not be the case, as in early 2020, Google Chrome has announced that by 2022 it would deprecate 3rd-party cookies as well. In Cyprus, 65% of traffic comes from Google Chrome. If this percentage is added to the 15% of Firefox and Safari, almost 80% of the digital advertising traffic will be affected.

In response to all these changes, Adform, our technological partner, proactively undertook a period of intense research in collaboration with publishing groups with the aim of finding a way to maintain the high level of marketing personalization afforded by 3rd-party cookies. So far, Adform has already designed a 1st-party ID solution that could continue to bring transparent, personalized, measurable, and brand safe online advertising to the market. In June 2020, after a period of beta testing, the solution was launched with live campaigns and 1st-party ID management along with its many benefits became a reality.

1st-Party IDs are the only way forward
It is not strange that Adform is a first mover in this area. The whole digital advertising ecosystem is quite complex and requires many different components to work together in order to create the optimal performance. Adform full-stack platform is comprised of an SSP (Pulishers’ Network), DSP (Programmatic Platform), Ad Server and DMP (Data Management Platform). All of them have had to be modified to encompass this paradigm change. To facilitate a fully operational value chain based purely on 1st-party IDs and to allow targeting of connected 1st-party data, Adform has made important adjustments across all its product areas:

DMP (Data Management Platform): The Adform DMP is now able to operate purely on 1st-party publisher IDs. In this way, it is possible to receive such data and make it available in the Adform DSP.

DSP (Programmatic Platform): The DSP has undergone major changes in order to become capable of:

1) Receiving 1st-party IDs in bid requests;

2) Bid purely based on 1st-party IDs or in combination with any 3rd-party IDs if present;

3) Continuing frequency capping or data targeting based on 1st-party IDs.

Ad Server: The Ad server can now report on 1st-party IDs.

SSP (Publishers’ Network): The Adform SSP can facilitate the whole process which has been described above by enabling the transmission of 1st-party publisher IDs in order to allow the ad server, reporting and measurement to function effortlessly.

Five Advantages of a 1st-Party World

While 3rd-party cookies have made it very easy to enable personalized marketing, they also have some disadvantages. Some of them are limited lifetimes, consumer and regulatory scrutiny, etc. Switching to 1st-party cookies is likely to bring further benefits such as:

  1. More transparency and less fraud to the digital advertising ecosystem
  2. Superior data end-to-end
  3. Enhanced marketing
  4. Better user experience, privacy and compliance
  5. Premium content will grow


It is unavoidable that digital advertising is moving extremely fast. At PS New Deal, we feel lucky to be Adform’s technological partner in the Cyprus market, because it has been a leader in adjusting to the new standards of the new marketing era. Adform’s full-stack platform (Ad-Serving, DSP, DMP, SSP) provides the means to move towards the new way of performing campaigns and more importantly to get adjusted to the 1st party IDs era, that encourages a more transparent and a more enhanced way of digital advertising ecosystem.

If you want to learn more about how your company can be adjusted to the new era of 1st party IDs and how it can help you become a top-tier performance agency, please feel free to contact Andreas Pavlides, the Head of Strategy at: [email protected] or 22 010018.

 

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Rich Media outperform significantly standard banner campaigns

Rich Media Formats

Rich Media outperform significantly standard banner campaigns.

Recent studies among different banner formats have shown that rich media banners outperformed significantly relative to standard banner campaigns. The studies examined the performance of rich media, standard, video and mobile banners in order to compare the performance of various campaigns among those formats.

Some of the reports key findings include:

1. Rich Media banners delivered 267% higher CTR compared to standard banners

2. Rich media have engagement rates of 16.85%, compared to just 2.14% for banner ads and 1.62% for mobile.

3. Rich Media banners are 66% viewable

4. Adding video content to a banner drives performance

5. Video is most effective in mobile campaigns, with consumers interacting with mobile video ads 36% longer than any other format.

In general, rich media formats can bring significant benefits to the campaigns of advertisers. These benefits are listed below:

1. Grab the Attention of New Audiences

2. Stand Out from the Competition

3. Increased Engagement Rates

4. Lower bounce rates

5. Accelerates the customer journey

6. Build a better user experience

7. Develop deeper insights

8. Increase search reach

Empowered by Adform’s advanced creative management platform, at Ps New Deal, we offer to our clients the opportunity to create innovative and highly-interactive rich media formats in order to maximise the effectiveness of their digital campaigns and outperform their competitors. You may visit www.richmedia.digital, New Deal’s rich media showroom that contains some of the more innovative campaigns performed by our clients.

If you want to learn more about the rich media opportunities and how it can help you become a top-tier creative agency, please feel free to contact Maria Zacharoudes, who is our Commercial Director at: [email protected] or 22 010018.

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How to generate maximum clicks in programmatic campaigns

Maximum Clicks

How to generate maximum clicks in programmatic campaigns

Maximising clicks and achieving a high click-through rate is the dream of every digital media planner. Even though CTR is the most widely single KPIs used by media planners, there is still one problem: it’s not meaningful in display advertising for brands. In other words, CTR can be a tricky metric if not accompanied with other relevant performance indicators.

In general, CTR is:

  1. Already accepted and easy for all parties to understand.
  2. Easy to measure, work out and express as a value.
  3. Easy to compare across campaigns, establish a benchmark and track over time.

Below, you may check some useful tips on how to set up Programmatic campaigns in order to maximise the number of clicks and at the same to achieve high CTRs.

Useful Campaign Set-Up Tips for CPC Campaigns (Maximum Clicks):

  • Use CPC pricing model
  • Check if click tag is working properly
  • Create separate audiences for different devices and use bid multipliers.
  • Create CTR optimized through rotators
  • To avoid displaying the same served ads in several placements on the same page, tick the Show one impression per page
  • Exclude users who clicked on the campaign so that the banner will be displayed in those users that have not clicked it.
  • Use Retargeting strategies

For more information how we can help your digital performance or for any other consultation in regards to campaign management, you may contact Kyriaki Vasileiou who is Head of Campaign Management at our company at: [email protected] or 22010018.

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New Era in Video Programmatic Campaigns

One Step Ahead

New Era in
Video Programmatic Campaigns

As we all know; video advertising is emerging as one of the most powerful digital advertising tools. At PS New Deal, we have run several successful programmatic video campaigns for our clients (both international and local brands) through the Adform programmatic platform.

Our technological partner, Adform, is introducing a new set of video capabilities across its programmatic platform (DSP) and Ad Server to improve the way programmatic video buying is done and making it even more effective.

In a time when the open market is poised with technical challenges to offer complete transparency, Adform is pushing the envelope with a new way to buy, verify and optimise video inventory.

Adform is changing the industry

Adform is encouraging the adoption of IAB’s Video Ad Serving Template (VAST) 4 and Open Measurement Interface Definition (OMID) standards, which enable unified and secure video measurements across direct and programmatic environments.

In addition, Adform has built its own native VAST 4 and OMID based ad verification solution and has taken a proactive approach to work with inventory partners, publishers, large advertisers and independent ad verification vendors to make this solution work across the full ecosystem.

True Video Optimization

With the new release, Adform is also introducing a new set of metrics that have been tailored for video ads. These include viewable quartile (25%, 50%, 75%), viewable and audible video completions (AVOC) as well as general in-screen viewability. In this sense, “Viewable” means that the video is appearing on the screen as opposed to running in the background of an inactive browser tab or somewhere in the non-visible area of the website.

These new metrics allow you to understand the quality of the inventory based on visitor engagement and the attention level. Was there a human eye watching the video? Did someone hear the audio message or was it muted? All these aspects will give you better insights to curate and optimise inventory and audiences to help you achieve your campaign goals.

The new release will help curate high-quality inventory lists and gets deeper insights into the video campaign performance. Ultimately, this will give advertisers better control over their campaign budgets and a proper way to verify that the inventory which they are buying is worth the premium prices.

To learn more about the new video advertising capabilities of the Adform programmatic platform or how to improve your digital advertising, please feel free to contact on 22 010 018 our commercial director, Maria Zacharoudes or send an email at [email protected].

 

 

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