Week 2 | May 2024
Times Internet for Marketers
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In-Depth
Recent discussions have revolved around the made-for-advertising (MFA) trend, where ad dollars are redirected from legitimate publishers to sites designed solely for ad sales. While MFAs are a major issue on the open web, their impact on mobile apps is limited. Unlike web display ads, mobile networks prioritize performance metrics like downloads and sales over impressions or clicks. Advertisers concerned about MFAs can learn from the mobile app ecosystem's focus on performance rather than viewability.
The link between high-quality content and performance: Mobile apps prioritize positive user experiences and relevant ads, understanding that performance is key for both publishers and brands. Unlike MFA-like apps, which fail to deliver and jeopardize brand safety, successful apps focus on user retention and engagement. Advertisers seek apps with high ratings, retention rates, and downloads to reach their target audiences while safeguarding their brand image. Platforms like Apple and Google enforce standards that ensure inventory quality, benefiting both users and advertisers. Ultimately, apps that prioritize user experience attract top advertisers and generate higher revenue.
App networks do not benefit from MFAs: The connection between quality content and performance should apply to the open web, but it's often undermined by ad tech vendors' financial incentives. Unlike the web, mobile app networks prioritize performance metrics like ROAS and CAC over impressions, ensuring quality conversions for advertisers. Promoting MFA supply would jeopardize their customers' success and their own. While MFAs persist on the web, app networks reject them, creating a safer environment for advertisers in the mobile ecosystem.
Industry News
By the end of 2025, Netflix will introduce its in-house ad technology platform, providing advertisers with innovative options for purchasing ad space, measuring campaign effectiveness, and gaining insights into viewer behaviour. To ensure transparency, Netflix is collaborating with DoubleVerify and Nielsen for independent ad verification. Additionally, they are expanding their programmatic buying partners to include The Trade Desk, Google's Display & Video 360, Magnite, and Microsoft to offer advertisers greater flexibility.
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Dentsu India has partnered with Ripplr, a leading digital-first distribution and logistics company, to develop customized strategies for client growth. This collaboration combines their expertise to create client-focused solutions bridging demand and supply chains. The partnership will offer a full range of distribution and customer-facing solutions. Dentsu will provide strategy and growth solutions for consumer-facing operations, while Ripplr will handle technology and fulfilment for comprehensive distribution and logistics.
OpenAI has unveiled its latest model, ChatGPT-4o, offering advanced voice, text, and vision capabilities, available for free to all users. The upgrade from ChatGPT 3.5 emphasizes enhanced intelligence and faster performance. GPT-4o excels in understanding and discussing images, facilitating tasks like menu translation and providing recommendations. Future improvements will enable real-time voice and video conversations. Free users now have access to GPT-4 level intelligence and other features previously limited to paid users. The rollout will support over 50 languages, including Indian languages.
Havas Media Network India has promoted two senior leaders: Uday Mohan to Chief Operating Officer of Havas Media India and R. Venkatasubramanian to Chief Operating Officer of Havas Play. As COO, Uday Mohan will lead operations and strategic growth for Havas Media India. R. Venkatasubramanian, who launched Havas Play in India last year, has successfully led its Sports, Content, and Entertainment divisions, establishing it as a key player in the market.