Embracing innovation and developing advanced advertising is our biggest opportunity to stand out from the crowd – boost performance for the advertiser but also make advertising more personal and relevant to consumers. This is why we offer Search Retargeting, a cutting edge platform for advertisers to serve ads only to users that have shown intent by searching for a related keyword or phase on Google.
So we are now releasing Intelligent Email™ – Essentially an SSP and a DSP in one, the likes of which has never been seen before. Advertisers can serve IAB display formats within our publisher’s email rollout, but target keywords within the emails, again personalising campaigns and targeting truly relevant users. Not only can advertisers show display advertising in areas that are not used to seeing ads, targeted to the content of the email, and on premium publishers, but ads can also be shown on the attached documents. We have already signed up a leading payment gateway to our publisher base, enabling advertisers to target users who have bought certain types of products. Exciting stuff indeed.
But we know this will be attractive to advertisers – its a new stretch of land that they can put their billboards on, right by the biggest motorway in the world, customised to each car that drives by. We have also worked hard to make sure this works for Publishers.
Publishers first of all can choose which advertisers will run on their email. They can see a pool of creatives on their side of the platform and pick which ones they want or dont want to run, and set a minimum bid price for their inventory, or see what advertisers are willing to pay.
The platform actually sits on the publisher side of the firewall and Publishers do not need to change anything about their email rollout. They can even see how ads will sit on their emails and documents and adjust accordingly.
The platform is incredibly easy to use – Publishers and Advertisers can log in and manage it themselves, track conversions, clicks, views etc. As with all campaigns at Forward Digital, publishers and advertisers will have a personal account manager as well.
We look forward to hearing your thoughts and getting you going on the platform.
