Web marketing

Teads Ad Manager Becomes the First Cookie-Free Platform on the Open Web

The update was a major pillar announced at Teads’ Partner Day event on November 16.

Other announcements included advancements in supporting advertisers’ CSR initiatives, results from Densu’s Attention Economy study, and important updates to traffic acquisition products.

NEW YORK & LONDON, November 18, 2021–(BUSINESS WIRE)–Today, Teads announced groundbreaking updates to Teads Ad Manager (TAM), creating the first open, web-based platform capable of enabling cookie-free campaigns throughout the marketing cycle . TAM now has a dedicated “cookie-free mode” for scheduling, targeting, serving and reporting, allowing advertisers to responsibly engage with all consumers who use cookie-free environments. This covers a range of digital marketing requirements, from advanced cookieless audience targeting solutions to simplified A/B testing features. Teads’ cookieless solutions have already generated over 1 billion impressions across 50 completely cookieless campaigns with top clients around the world. Early results show that campaigns using cookieless solutions generate an average of 5.5% more brand lift points than cookie-based activations

By enabling brands to reach consumers at scale, in premium editorial environments using completely cookie-free solutions, Teads continues its intent to set the standard for responsible advertising across the entire digital ecosystem. .

In keeping with the responsible advertising theme, Teads also announced Teads Care. This market-leading initiative will allow advertisers to financially support a cause of their choice, and Teads will match this contribution by investing in media. Initially rolled out with a focus on mental health and the environment, Teads Care will aim to support a number of causes around the world that are aligned with advertisers’ CSR campaigns.

Alongside Teads Care, Teads also reinforced its commitment to being a sustainable media platform for the whole planet. Following the release of the Carbon Footprint Calculator which was launched earlier in the year, Teads Co-CEO Jeremy Arditi has pledged to continue investing in order to understand the effect of the industry adtech on the environment as well as to develop sustainable and deliverable solutions that will reduce the platform’s impact on global warming.

Other updates announced at the event focused on Teads’ traffic acquisition product. The Traffic Acquisition product upgrades are a significant leap forward and address the key challenges advertisers currently face when looking to deliver quality site traffic through 3 key solutions:

● Goal Based Bidding allows advertisers to achieve the main KPIs they want for a traffic acquisition campaign. Available through a managed service or self-service (in Teads Ad Manager), buyers can optimize towards the largest set of traffic KPIs in the market.

● Dynamic performance ads can generate up to 16 different creative variations in which the titles and image vary. Teads AI will then automatically test and learn to find the variations that generate the best results based on the selected KPIs. Early results showed dynamic performance ads improved campaign performance by 30%

● Retail Traffic Solutions is a combination of two products that help retailers achieve their business goals.

○ The first is Teads Traffic Acquisition with Amazon Attribution, where advertisers can now measure the sales effectiveness of ads set up on Teads Ad Manager and designed to drive the user to Amazon’s website. Marketers can measure product views, adds to cart, and sales using Amazon Attribution to accurately measure ad effectiveness.

○ The second is a Traffic Acquisition Reachcast, where a brand earns a high share of voice in a certain category of content, for 12 hours to 5 days using Teads high attention display formats in order to receive a maximum traffic to the site.

Finally, Teads discussed the latest findings from the in-depth attention economy research conducted by dentsu. The study, where Teads was a major media partner, demonstrated that attention is three times more effective at predicting outcomes than viewability, as early results showed viewability alone is no longer a sufficient metric to measure consumers’ reaction to the content of a page. dentsu’s attention economy study found that user choice, creativity, watch time and relevance are key factors in attracting advertisers’ attention. A more detailed view of the study can be downloaded from the Teads website.

Teads Partner Day was hosted by Teads Co-CEO Jeremy Arditi on November 16 and showcased the platform’s strategic vision and included industry leaders from Southwest Airlines, OMG, Diageo, dentsu international and PHD.

Regarding important updates and announcements, Arditi said: “This is a critical time for businesses as they seek growth out of the pandemic while simultaneously aligning with how consumers now interact with the online world. We remain hyper-focused on developing innovative solutions for the digital advertising industry that ensure business results without compromising the quality we are renowned for. We are uniquely positioned to deliver market-leading responsible advertising solutions to our advertiser and agency partners for every stage of their marketing journey and we are excited to partner and grow with them through 2022 and beyond. »

About Teads
Teads operates an end-to-end, cloud-based technology platform that enables programmatic digital advertising in a global premium digital media ecosystem. As an end-to-end solution, Teads’ modular platform enables partners to leverage buy-side, sell-side, creative, data, and AI optimization technologies.

For advertisers and their agencies, Teads provides a single point of access to buy inventory from many of the world’s top publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion monthly unique users* in responsible and brand-safe advertising environments, while improving the effectiveness and efficiency of digital advertising transactions.

Teads partners with leading marketers, agencies and publishers through a team of over 800 people in 26 countries.

*Global reach in April 2021

See the source version on businesswire.com: https://www.businesswire.com/news/home/20211118005685/en/


Graham Alexander, Global Director of Communications and Public Relations, Teads
[email protected]