May 2024
Release notes for product release on May 28th 2024
Last updated
Release notes for product release on May 28th 2024
Last updated
1
Google Ads: Improve ( custom Segment)
Test
2
Search Themes ( Intent)
Test
3
Search Themes (Behavior)
Test
4
CTV Campaigns
Test
5
Basic Activation of KW/URLs (DV360)
Test
6
IAB Affinity Segments (Campaigns)
Test
7
Contextual Audience Campaigns
Test
As we know, P. Max is a total black box. This means that even if we provide signals, there is no feedback mechanism that allows us to know which URL or Keyword is performing well. However, what we do know is that, is the segment on the whole spending the required budget. This can lead to 2 scenarios: if the segment is able to spend the entire budget, then it means that there is an opportunity to optimize, if however, the segment isn’t being able to spend, it means that there is a need to scale. This translates into a play between the different funnels for us. We can reduce the top funnel when we want to increase efficiency and increase mid/top funnel when we want to increase scale. This is the heart of what we have developed.
Google recently introduced search themes. They currently operate very similarly to a custom segment with keywords. However, they attach themselves directly to a campaign rather than a custom segment. In the future, google has announced that it would provide search theme level performance metrics, making them less black box. During setting up a draft campaign you can now pick search themes as a type of activation.
On speaking with clients, there has been an often request, “Can we use these behavior signals to affect intent-based buys in google?”. We use the top themes/interests from our behavior report to act as a base. We then come up with search themes with a logic that can be simply framed as: “Given that my audience has these interests, what kind of specific search phrases would they do over generic ones.” In essence, these search themes are “tweaked” to how the audience would type them in a search engine.
There is a rise in connected television buying. The levers that one has on CTV are typically demographic, genre and the device itself. We use 1st party audiences/interests as our base and then do a “specialized behavior” run for these specific attributes rather than the regular behavior run, so the methodology of deterministic observed data stands, just that its tweaked to the metrics that are activatable on CTV.
In a similar fashion to how we can push keywords, URLs to Google, we are bringing the ability to push Keywords / URLs directly into DV360 in-platform rather than an export. This saves time of our clients and also helps in upsells, where the client wants to “see it in the platform”.
This feature focuses on interoperability feature of our platform. What makes consumr.ai powerful is the fact that it is able to pass on not just one platforms data to another to learn from it and build a campaign, but also that a user should be able to pass a learning from an intent or mentions run to activate it on Meta.
This also helps us complete 2 key points of our product story:
We make all datapoints actionable.
Making all touchpoints of the consumer journey relevant to all platforms to take action on.
With touchpoints we meant a consumer has a mindset about the product, so he search online and reveals his intent. When he sticks with an intent for about 28 days, it becomes a behavior. Once he is confident about his knowledge about a brand or product, he share it online through conversations/mentions.
Now if you look at this story from a platform's perspective. We were able to action a behavior report through Meta, but we couldn't do so for the other 2 reports (mentions and intent). This feature now gives us the power to learn from intent and mentions, then activate it on Meta.
Here are the Supa demos demonstrating and explaining it.
Contextual Audience for Meta using Intent Insights
The 3rd type of contextual audience is to create a campaign using just an interest. Remember when you select an insight to add an intelligence to the plan?
You will see a check box above the Select insight drop down. When you check it, you will be able to add an interest to build a campaign. So, what is the difference between this and using an interest based behavior insight?
We use an interest "X" to create a behavior report and then take the top interests and demography to then build a plan. That is what happens when you choose an insight from the dropdown.
However in this case, we just use the interest and find interests and demography that have high efficiency index with this interest alone. Hence, it is called a contextual audience.
We already support affinity targeting in Google & DV360. We are now extending that support to other DSPs by translating those same affinity categories to IAB standard ones. This makes it easier for clients that are using DSPs like Trade desk or yahoo to buy affinity segments via 3rd part supply partners.
