OATH Mail Ads solutions display in Yahoo mail box

For campaigns with traffic objectives, Oath is now enabling sponsored mails taht are exclusively displayed in Yahoo Mail message. These ads appear in the top position in the user’s inbox as a native ad that can be read, saved or forwarded exactly such as an email. This type of format allows advertisers to target profiles or interests rather than contexts with a quite low CPCs.

In our experience, these mail ads performed really well in terms of CPC/CTR.

Available also via Oath: Video Mail Ads (5"). Just like for standard bannering, the video is played in the top mail area for 5 seconds. Once the video completes playing, it pauses with a play button overlay on top and users may replay it or enter in the ad itself to play the video. 

Both opportunities directly compete with Google GSP (Gmail).

DaviD: 3 premium publishers launch a new data solution

Last month, June 2018, Pebble Media, IPM and Produpress announced the launch of their new partnership platform called DaviD : "Digital Alliance on Valuable Inventory & Data".

These 3 publishers decided to combine their forces to create a unique marketplace for programmatic buying display (with the SSP and the DSP in a single platform). The great variety of titles is clearly a major asset for this collaboration. This premium inventory gather about 600 million of impressions per month (and potentially reaching ± 60% of the population of Belgian Internet users).

A Data Management Plateform such as DaviD allows us to segment and target the audience in various categories ( Automotive, News, Lifestyle, etc.) on a premium inventory with a qualified audience.  Online advertising market is increasingly focused on data solution and programmatic buying method to target the right person at the right moment with the right message. This new marketplace is a real opportunity for the traditional publishers to get rid of their dependence on a single technology partner and compete with Google that currently dominates the online ad market. This control could give more possibilities to the advertisers and agencies: better services with local support.

An official presentation seminar is scheduled in September.

OATH : new buying mode for native formats

Oath (formerly Yahoo !) has changed the buying model of native formats. Through the sales house Skynet has now introduced 3 different ways instead of only one: depending on the campaign objective, native formats may be managed by CPM (cost per thousand), CPC (cost per click) or CPL (cost per lead). It is based on a new, more complex, method. There is no fixed price anymore before the campaign. Instead they launched a two steps process, when a campaign starts. First a test is launched on a fraction of the total committed budget and during a limited period. Based on that the CPM, CPC or CPL is determined. This rather sophisticated method will not facilitate planning of future campaigns. It heavily depends on the sales house, even though Skynet claims to better fit the objectives of the campaigns.

Teads easier to manage as display channel

All Teads Viewable Display formats are now available in direct connection with DBM. In terms of implementation on the DSP side, Teads appears as simply a display inventory channel.

Until now, Teads.tv (a French group), was a major player in the native video advertising industry on mobile devices. But Google technology did not recognize Teads display placements such as display formats. This meant that advertisers and their agencies had to go through the publisher to exchange their display formats for a VAST (video format) to be able to plan programmatic campaigns on the Teads network with their banners.

The fact that DBM now recognizes Teads as display formats will greatly facilitate the setup of programmatic campaigns, will reduce email exchanges: and potentially speedi up the process.

Yahoo! became Oath after the acquisition by Verizon (AOL)

Oath was chosen to bring together a series of brands: Yahoo, HuffPost, AOL, Bright roll, Tumblr .... In English that also means a promise. All these brands are now grouped under the generic name Oath