Every month, we share with you a brief overview of the new changes, enhancements, and product launches from the previous month. You can see what’s new in Advertiser EdgeAudience Base, and Publisher Edge, as well as getting a peek at what’s coming up in the next few weeks.

If you’d like any more detailed information about these new releases or product updates, please contact your local account manager or visit our Help Center.

Advertiser Edge: The Integrated Advertising Platform

New DOOH Integration with Broadsign

(December 9, 2019)

We are excited to announce our new integration with Broadsign, one of the world’s leading DOOH vendors. DOOH, or Digital out-of-home, is a solution for running digital ads in environments accessible to the public such as digital billboards and outdoor signage, as well as screens found in businesses like shopping malls and offices. The integration with Broadsign also includes excellent video banner options to maximize impact. 

For more information, visit Digital Out-Of-Home and Broadsign

New Dimension: DMA Region

(December 12, 2019)

Adform has introduced a new dimension called DMA Region (Designated Market Area). It will allow you to report on DMA regions so you can evaluate your campaign performance and adjust targeting accordingly. The new dimension is available in Custom Reports and the Reporting Stats API.

What is it? The DMA region is a geographical area divided based on content consumption and marketing demographics so that content can be better tailored to the audience.

More information and the list of DMA regions can be found here

Longer Names for Campaigns and RTB Line Items

(December 11, 2019)

You can now use much longer names for your campaigns and RTB line items. Previously, the maximum lengths were 99 and 100 characters respectively. With this release, you can use names as long as 256 characters.

Read more about setting up campaigns and RTB line items.

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Since the launch of DCO Pro this summer, we’ve been hard at work adding new features and exciting capabilities. Beyond delivering a suite of excellent DCO capabilities, we’ve focused on three key principles that drive and empower our development of DCO Pro. These are support for multiple screens, powerful strategies, and advanced intelligence. In the following you’ll find new DCO features released in recent months which deliver on these principles and expand the capabilities available to you.

DCO Pro: Localized Geo and Demographic-Based Messaging

Dynamic Ads now support ZIP code targeting with a possibility to add up to 100 zip codes per single version. It means you can reach your audience with more precision than using other location targeting methods. The feature allows hyperlocal-like targeting using ZIP codes to personalize messages based on store, dealership, or other POI physical location and is ideal for campaigns such as real estate and automotive. In addition, granular ZIP code level targeting with multiple values per version enables demographic-based personalization – using 3rd party research data to attribute different demographic parameters to specific neighborhoods.

Read more about ZIP codes.

DCO Pro: More Granularity and Flexibility with DA Versions

To make your workflows smoother and more efficient, we have increased the number of Dynamic Ad versions that you can add to your spreadsheet to 500. Before, one version list could contain no more than 200 rows. This is a great addition when using high-granularity geo targeting, site-tracking retargeting, or DMP audience targeting.

Learn more about Dynamic Ads.

DCO Pro: Controlled Multi-Messaging

The Share of Voice strategy makes it possible to control impression distribution among versions that match the same person. This is opposed to equal impression distribution or auto-optimization which automatically controls how impressions should be distributed among messages. The Share of Voice strategy allows you to manually rank or weight messages against each other making it a perfect tool for situations where different product or brand message needs to be exposed in a more controlled way.

For more information, visit Strategies.

DCO Pro: Environmental Context-Based Messaging

The Weather Targeting component allows you to apply Dynamic Weather Targeting on your creative and, in this manner, target your audience based on real-time weather conditions (i.e. temperature, weather type, etc.), that are provided by a 3rd party data provider. The implementation of the component results in the targeted audience being reached by highly relevant content, which changes depending on current weather conditions. 

Please contact technical support ([email protected]) if you want to use it.

DCO Pro: Enhanced Channel, Format, and Device Support

Rich Media and Mobile MRAID format support has been added. Rich Media formats are common for more premium or complex display ad executions and have been added as a must-have Dynamic Ads feature. Additionally, Mobile MRAID support gives the support for a full range of Mobile Web and In-App formats.

Find more info in Creative Shells.

DCO Pro: Better Insights for Creative Performance Factors

DCO Pro users can access integrated click Heatmap reports directly in the Dynamic Ad setup preview. Heatmaps are a visual representation of a user’s actions in the form of clicks. It uses color to show where exactly the users have clicked on your banner. Heatmap provides a quick glimpse into the performance of individual versions and layouts. 

Take a look at the Heatmap.

DCO Pro: Decision Tree

Our decision tree feature is now out of beta and fully available to DCO Pro users. It provides a visual presentation of your Dynamic Ad setup's targeting rules. The new feature makes it easier to efficiently analyze and manage all possible targeting decisions. 

For detailed information, refer here.

DCO Pro: Let ODIN Maximize Your Performance Optimization

Adform’s advanced AI, ODIN, has had a number of algorithm improvements and enhancements implemented during 2019.  We are constantly working to deliver the best paid-media centric AI on the market and ODIN serves as a special tool helping you surpass your goals and get the most out of DCO Pro.

DCO Pro: Dynamic Ads UI Usability for Working with Many Versions

An improved table was introduced to make it easier to navigate across multiple messages in a Dynamic Ads setup. In addition, we have introduced a new overview page which now contains a nested list, including individual Dynamic Ads for each setup.

Read more in Weight Calculation.

DCO Pro: Easy Creative Shell Migration and Portability

Being friendly to JavaScript experts, we made an improvement to our Dynamic Ads Helper JS library which now supports “auto wiring”. This feature allows users to automatically map HTML elements with Dynamic Ads version variables without having to code this manually for each variable. This gives you the possibility to convert any HTML5 ad to a Dynamic Ads shell.

For more info, go to Advanced Dynamic Ad Setup.

Audience Base

Data Events Metrics via DMP Dashboard and the Import Report

(December 10, 2019)

For more transparency and to enable you to track Data Events and their limits more easily, daily and monthly Data Events are now displayed on the DMP Dashboard. If you have signed a contract based on Data Events, the dashboard will also show the Data Events Limit. These metrics can also be accessed via the Import Reports.

Read more in Dashboard and Import Report.

Updates to Come

New Export Integration: Facebook Mobile

To help you better manage your data export, the Destinations feature will be enriched with yet another new integration making it possible to set up export routes and rules to Facebook. 

Site Tracking Extensions in Adobe Launch Tag Manager

Those of you working with Adobe Launch tag manager will soon be able to easily implement Site Tracking and/or Mobile app tracking by using Adform’s two new extensions in the Adobe Launch platform. With the Adform Website Tracking extension, you won’t need to face the code and send the tracking points anywhere as you will be able to implement the tracking setup to your site via Adobe UI using JavaScript tracking templates. The other extension named Adform Mobile App Tracking SDK will provide you with specially adapted mobile app tracking SDKs to implement to your APP.

Changes to Google’s Contextual Category Field

Starting next month, Google will discontinue the inclusion of the contextual category field in bid requests. This means that you will no longer be able to use free IAB category targeting (contextual category targeting) when purchasing Google ADX inventory. All line items targeting specific contextual categories with the free categories will effectively cease buying Google ADX inventory. Note that this will only impact Google ADX inventory, and other supply sources will not be affected. The change is not anticipated to impact targeting options provided via integrated contextual partners. 

For more info, visit Google blog

To read about Contextual Targeting partners, go here

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If you are unsure of how to use or access any of these features, please do not hesitate to contact your local campaign manager who will guide you through and answer any questions you may have.