Users can now target ads to a specific device when trafficking ads. An option for “Device Targeting” is now available under “Targeting”. A creative targeted to a specific Device will serve only on that Device. All major manufacturers/models are supported by this feature. If a creative is not targeted to any specific device than it will serve on all device.
Targeting by Device Manufacturer/Model
Apart from device, a user can target various devices based on different categories. At any given point of time, a user can target multiple manufacturers and categories.
Targeting by Device Category
Reach Report by Creative
Apart from existing campaign reach report a user can now pull a reach report by creative. The creative reach report is available along with all the existing parameters and can be pulled by month, week or day. Creative reach report will show creative wise reach. It will help to analyze how effective the reach of a creative was.
If there’s anything that can convince you that times are changing –again–in the online advertising business, it’s the relatively new practice of “lazy loading” pages. Unless you’re deep in the weeds of the business, you may not even know what this term means, but it is a new way to make pages load faster, and ironically may also be a way to make ads more visible.
In the old days of web design, the job of a good browser was to load an entire web page at one time, no matter how many outside calls and redirects the server has to make, as quickly as possible. Even if the user isn’t on that part of the page, the browser would load it anyway. That’s why everyone demanded to be above the fold.
But web design has changed. Now there’s just in time loading, or “lazy loading,” a relatively new method of web design that renders the page on an as-needed basis, only when a user is scrolling down to that piece of content.
Lazy loading pages are perfect for our InView Slider formats, which work especially well on web pages that are designed for infinite scrolling (which most new high traffic sites favor.)The content available to the user isn’t all loaded at once, because it would take forever; rather, the page renders as the user scrolls to it, and if you don’t scroll down, the content isn’t rendered. So lazy loading any web content, ads included, means the web server only provides the necessary source code to the browser as the user needs it.That’s what makes our InView Slider so “polite.”
The New York Times switched to lazy loading and achieved a 50% improvement in the performance of its pages. In its blog, the Times said it switched to stop its pages from being slowed down by advertising.
Why is this good for viewability?
From the publisher standpoint,
aside from the performance benefits of lazy loading ad content … is the happy consequence that every ad view is also visible to the user, since the content is only rendered when the user is scrolling the content into view. While it’s true there’s still a lingering debate over how viewability is measured – this Digiday postgives a good overview on the complexities of each viewability vendor using different methodologies to measure the same MRC standard (50% of the ad content in-view for at least one second) – there’s no question that a lazy loading strategy is far superior to traditional content rendering in terms of ensuring your ad requests are viewable.
Although viewability metrics probably won’t be the gold standard for billing in the near term, eventually they probably will be. The downside of this is the potential loss of inventory to the publisher. However, lazy loading their pages could let publishers keep user-friendly page layouts and not worry as much about 3rd party viewability measurement. And, of course, the viewability would improve even further if the site published high quality content that encouraged engagement.
It’s funny how everything boils down to high quality at the end of the day.
An amazing new chart we discovered this morning via Statista has demonstrated that there’s a reason publishers like our native InArticle Video ads. As of March 2014, nearly 40% of all video viewed online was advertising. Even advertising-averse Millennials seem to be watching video ads online.
According to comScore, “Americans viewed more than 28.7 billion video ads in March, with LiveRail capturing the #1 position with 3.9 billion ad impressions. AOL, Inc. came in second with 3.8 billion ads, followed by BrightRoll Platform with 3.1 billion, Google Sites with 3.1 billion and TubeMogul Video Ad Platform with 3 billion. Time spent watching video ads totaled 10.9 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.7 billion minutes.
Video ads reached 54.3 percent of the total U.S. population an average of 170 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 82.”
Most video ads on the sites listed above are delivered as pre-roll. Our publishers, many of whom are not predominantly video content sites, want to reap the benefits of video advertising, too. That’s where InArticle works well; it delivers a video ad experience while a visitor is reading an article or scrolling through a social stream, thus expanding the reach of advertisers who want to reach new audiences.