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Are you keeping up with Private Marketplace opportunities?

Did you know that Private Marketplace (PMP) volumes have grown YoY by 15% for desktop, 50% for mobile web and 85% for mobile apps in 2017? This growth, coupled with the ability to deliver precise target at scale, means Private Marketplaces can help you reach and target more of the audiences you value. You’ll also be able to solve many common campaign challenges because PMPs provide you with:

  • Access to higher-tier, premium inventory

  • Greater control over the placement and performance of ads

  • Access to inventory not available on open exchange

Introducing StackAdapt Deals

If you need to optimize your campaign strategy, Private Marketplaces may provide the best results, and now with the introduction of StackAdapt Deals, pre-packaged and custom deals created by the StackAdapt Partnerships team, accessing PMPs is simple.

StackAdapt Deals gives you the ability to choose and execute on a number of pre-packaged Deals across a variety of channels and supply sources. Some of the pre-packaged StackAdapt Deals include:

Our Partnership team has been hard at work consolidating and building these pre-packaged Deals to help you target specific inventory. However, if there is inventory you’re looking for that you can’t find in our pre-packaged Deals, the Partnership team can also help you facilitate custom deals.

Why use StackAdapt Deals?

As always, we’re with you every step of the way. Your StackAdapt representative will work with you to choose publishers that offer inventory most suited for your client, brand or campaign. And detailed reporting allows you to compare the performance of your private deals vs open market buys. This valuable insight will help you target your best audiences and determine where you could use StackAdapt Deals to augment your open market buys for future campaigns.Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see StackAdapt Deals (and so much more) in action.

4 min read

Does your ad spend actually result in new customers?

Historically, native advertising has been viewed as a mid-funnel strategy. This is because when measuring if your ads are driving bottom-funnel activity, marketers have to account for an element of human behaviour, it’s not as simple as looking at click-through rates.

The impact your native ads have on bottom-funnel metrics is a measurement all marketers want, and with an innovative concept known as “incrementality”, you’ll be able to deliver those metrics.

What is incrementality?

Incrementality gives you insight into whether your ads impact signups or purchases by using a test vs. control format to compare results from a group of people who were shown an ad, and a comparable control group that did not see the ad. Incrementality testing will give you insight to how your customers were acquired; either as a result of the ad, or independent of the ad.


Why should I use Creative Incrementality?

Incrementality testing can lead to better decisions by marketers when it comes to their media investments. The results of Creative Incrementality help to identify which tactics were most effective. When you can tie business results to your native ads, you’re able to optimize your budget by allocating ad spend to have the most impact.

With native advertising playing a large role in driving users to blogs and other content experiences, measuring ROI of your campaigns through bottom-funnel metrics is an effective way to validate both your content marketing strategy and native advertising efforts.

How can I get started with Creative Incrementality?

With StackAdapt, you can start incrementality testing in 3 simple steps:

  1. Upload your creatives
  2. Set one as a control
  3. Determine the percentage of the audience you want to serve each ad to

Once your Creative Incrementality campaigns are live, dashboard reports provide the performance metrics for each ad creative!

With all the insights you’ll gain from using Creative Incrementality, you’ll be able to answer the question that all marketers are asking “Does your ad spend actually result in new customers?”.

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see StackAdapt Creative Incrementality (and so much more) in action.

4 min read

StackAdapt Integration with TapClicks: Programmatic Native Advertising Analytics

The agency tech stack is complex. The number of apps and platforms marketers use is ever expanding, which means that the amount of data can quickly become unwieldy. And not only do marketers need to have control over their data, they need marketing insights faster than ever.

StackAdapt has partnered with TapClicks to accommodate the needs of modern marketers who often require a wide variety of channels to achieve their goals. This integration will help our customers combine StackAdapt’s proprietary performance data with other user acquisition channels. With this integration, marketers can aggregate Native advertising-specific metrics, including time-on-site and content engagement rate into TapClicks for all of their StackAdapt campaigns.

The integration includes:

  • Post-click metrics which are now readily accessible to StackAdapt users
  • Ability to seamlessly combine StackAdapt analytics with other channel data like social and search

Connections, like those with StackAdapt, mean that reports in TapClicks always stay up to date with the latest data so marketers can send progress reports and insights directly to their clients.

If you are an existing TapClicks client, reach out to your TapClicks representative to have StackAdapt enabled for your team.

Read more about the integration from TapClicks.

4 min read

StackAdapt Receives Verified by TAG

StackAdapt (www.stackadapt.com), the #1 Programmatic Native Advertising Platform helping brands accelerate customer engagement and acquisition, today announced that it has been verified by the Trustworthy Accountability Group (TAG) and our TAG-ID status is active in the TAG Registry. TAG (www.tagtoday.net) is an advertising industry initiative to fight criminal activity in the digital advertising supply chain.

What is Verified by TAG and the TAG Registry?

In order to solve the challenges of fraud, malware, piracy and transparency facing digital advertisers today, legitimate companies need a way to identify responsible, trusted players across the entire digital advertising ecosystem – to ensure that they are working with trusted parties at every step of their ventures. The TAG Registry makes that possible, providing a Who’s Who of trusted partners for any company involved in digital advertising, and creating a protected system of supply chain participants and other advertising technology companies that demonstrate their commitment to higher standards of transparency and disclosure to their partners.

Through the TAG verification process, StackAdapt reaffirms to the users of its programmatic ad platform its commitment to quality inventory sourcing and support of content owners and brands.

On receiving the Verified by TAG, Michael Shang, Director of Programmatic Partnerships and BI, said: “As an industry-leading native advertising platform, we have the responsibility to ensure that our publisher partners and marketers operate in a trusted environment. So it’s imperative to take proactive measures, such as working with TAG, to make the industry and the ecosystem as transparent and trustworthy as possible.”

StackAdapt’s state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ranking the highest in customer satisfaction and performance by G2 Crowd in the DSP category for the fourth time, StackAdapt is one of the fastest growing companies in Canada and ranks 6th in Deloitte’s Technology Fast 50 ranking, and 23rd in Fast 500 in North America.

About the Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit tagtoday.net.

4 min read

What Role can Insights Play in your Work?

Industry insiders were asked by Google to reveal the role insights play in their work, and what makes a great insight (or an insight great). A brilliant insight is the basis on which a campaign is built and it doesn’t necessarily have to equate to finding a needle in a haystack. Insights is the business intelligence tool available in StackAdapt.

As part of our Product Launch Series for Summer 2018 we introduced Insights-Analysis – a means of enabling you to slice and dice data to uncover actionable insights for improving campaign performance across numerous dimensions, like geo’s, creatives, devices and more.

Insights-Analysis presents a snapshot of what is working and what requires attention to your campaigns through the various pre-set attribute combinations.

And now we are taking it one step further with Insights-Optimization. Leveraging the campaign snapshot, Insights-Optimization enables you to take immediate action to optimize your campaigns based on a number of pre-set attribute combinations.

No need to jump between pages to optimize your campaigns because you can enable or pause various attributes to improve campaign performance directly from Insights-Analysis. Notice exchanges or domains underperforming – pause them instantly. If you’ve previously paused a domain that wasn’t performing, you can enable it again immediately.

Share detailed insights into how campaigns are driving incremental outcomes for your brand or your clients and take immediate action for continual performance improvements.

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see StackAdapt Insights (and so much more) in action.

4 min read

Seeing is Believing: StackAdapt’s Enhanced Native Ad Previewer

Simulate and understand how your ad would look in a live environment – now with more verticals (20+), format examples and devices. Introducing our Enhanced Native Ad Previewer!

Creating powerful ads for your paid marketing campaigns is much easier when you can visualize the final result before it goes live. The Enhanced Native Ad Previewer in StackAdapt is designed to help you envision Native and Video ads, within the context of its format, device and vertical, in English, French or Spanish.

The Enhanced Native Ad Previewer took the already popular and invaluable way to check how your ads appear without accumulating additional impressions or clicks, and enhanced it to bring you even more previews. By selecting a specific vertical for your preview, for example Business, you can see how your ads will look to a user browsing Business Insider vs the Chicago Tribune with the full scrolling experience of that particular publisher on desktop and mobile.

In addition to simulating the ad in a live environment, the Ad Preview screen also provides a URL that you can share publicly within your agency or with your clients.

You can explore this new feature by clicking the Preview your Ad in the Creatives Tab and choosing from the selection of verticals in StackAdapt.

Not a StackAdapt customer? You’ll definitely want to be now – see the Enhanced Native Ad Previewer (and so much more) in action.

4 min read

StackAdapt Partnerships: Unlocking New Inventory Opportunities

Savvy marketers know that there are a number of different ways to use their DSP to achieve optimal results. While traditionally, the majority of inventory is facilitated through the open marketplace, sometimes there is a need to be a bit more private and strategic about where you want your ads to run. Deal IDs can unlock inventory reserved for deals or they can be used to target very specific inventory.

StackAdapt clients have always enjoyed access to brand-safe, premium and relevant inventory through the open marketplace and while this tactic will remain as relevant as ever, we are excited to introduce StackAdapt Partnerships – a team to help marketers achieve their goals by enabling supply partnerships across the ecosystem.

According to eMarketer, Private Marketplaces, or PMPs for short, have been rising steadily since 2016, with $9 billion being spent by advertisers this year alone. The spend is predicted to rise to nearly $13 billion, accounting for almost 20% of total programmatic spending.

PMPs can provide an optimal solution to many campaign challenges – allowing access to higher-tier inventory, inventory not available on the open exchange and greater control over the placement and the performance. Whether the goal is to get in front of video-on-demand bingers, snag that above-the-fold placement or ensure an exact audience match with a list of curated publishers – PMPs can help marketers get there.

Designed to deliver precise target at scale, private marketplaces are a hybrid of the access and agility of the open exchange, with the control and safety of dealing directly with publishers. Now the best of both worlds – high-performing open and private marketplaces – is available in StackAdapt. And the StackAdapt Partnerships team will do all of the heavy lifting for you.

At a glance, here is the differences between open and private marketplaces:

Deal IDs

Deal IDs provide added functionality that makes it easier to set up rules for deals.

The StackAdapt Partnerships team will create Deal IDs packaged for tentpole events such as Thanksgiving, the Super Bowl and Valentine’s Day, and vertical-specific Deal IDs for travel, finance, healthcare etc. The team will also facilitate custom deals for StackAdapt customers upon request.

To enhance this offering, StackAdapt is also releasing Deals Inventory in October. Customers will be able to activate pre-packaged exchange deals and request custom bespoke deals within the platform.

To learn more about the StackAdapt Partnerships team, reach out to your representative or contact us.

5 min read

Campaign Planning Anxiety? We Have the Cure!

“Plan your work and work your plan”, a quote of unknown origin but slight variations of it have been used by Vince Lombardi, Margaret Thatcher and many others.

So now you’re thinking…. great quote but I can only effectively plan my work if I have access to the right tools – I am already an expert at working my plan when I have one.

At StackAdapt we understand that the ability to proactively plan your campaign will help to:

  • Avoid jumping right into execution without insights into where your best successes are
  • Reduce the anxiety and stress of decision making
  • Eliminate dealing with last-minute fire drills

Which is why we are excited to announce our latest feature, the StackAdapt Planner.

The StackAdapt Planner gives you the power to identify high-value advertising opportunities before a single dollar of your budget is spent.

To best counteract any campaign planning anxiety and inform your ad strategy, use the Planner to surface the potential target reach and performance benchmarks from within StackAdapt across Devices, Categories, Channel Types and Geographies.

The Planner will show the inventory availability based on total impressions, as well as benchmarks for performance metrics like eCPM, eCPC, eCPE, CTR and Completion Rate %.

This has the potential to take your conversations with clients to a whole new level!

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see the StackAdapt Planner (and so much more) in action.

3 min read

The StackAdapt Creative Studio: Design Expertise + Technology = Peak Performance

Data and technology can help deliver an ad to the right audience and ensure it is viewable – this is part of the core of StackAdapt – but regardless of the power of technology, it has little influence over actual engagement on the ad. That’s where the creative has the potential to make or break campaign performance.

Maintaining the integrity of a brand and the aesthetic requires a human touch. Our newly launched Creative Studio puts StackAdapt in a unique position to offer services that not only leverage the performance and optimization of our technology, but also to tap into a team of experts to produce creatives that will help you achieve peak performance with your programmatic campaigns.

The Creative Studio interacts with the client-facing teams at StackAdapt, and with clients and agencies directly, to provide feedback on how to improve existing creatives to achieve better performance or to gather assets, understand the campaign goals and customize creative to fit the advertisers needs. The key is to ensure a brand’s creative story remains consistent across all marketing channels.

The Creative Studio can help with:

  •      Creating new native or display ads
  •      Turning display into native ads
  •      Turning static display into dynamic/interactive display ads

Led by Luc Samanski, a creative and innovation award-winning senior industry professional with extensive experience in ad composition across a breadth of ad formats, the Creative Studio develops and executes custom creative advertising solutions that work.

 

 

Dissecting Native Advertising Creatives

The non-experts in the crowd tend to look at a native ad creative similar to a photo or a painting, but the experienced individuals will break it down into what works and why. Luc has dissected a native advertising creative for Porter Airlines:

What makes this native ad great is that Porter Airlines, rather than simply talking about flights, is providing some helpful suggestions on restaurants to visit at a given destination. They exercise good photography selection with an image of an interesting and appetizing meal.

Porter also has a very visible and clear CTA at the top to drive conversions for travellers who are curious about visiting Toronto. Once the user clicks on the ad they are linked directly to the article covering the best brunch spots:

Having quality content will always lead to a more positive and memorable interaction for the user.

Tips for creating enticing, engaging, high-performing ad creatives

Tip 1: Content is king

Consumers are getting smarter and smarter and high-quality content is not only more likely to resonate with consumers, they are more likely to positively engage with it. Avoid clickbait captions because consumers are aware of when they are being advertised to or misled.

Tip 2: Choosing the right images

When it comes to image selection, avoid images that are too “stock image-esk”. Find more interesting lifestyle photography that tells your brand story – and avoid having any copy on the image. The combination of the right image with great content will ensure you’ll have a great click through rate!

Luc and his team can help you bring creative to digital. Reach out to your StackAdapt representative to explore options for your campaign or download our 1-pager to learn more.

8 min read