Rollout Brings New Performance Options, Third Party Ad Tracking to Premium On-Deck Carrier Inventory
Today we're happy to announce that advertisers now have the option to purchase high quality, premium on-deck display inventory in the Verizon Wireless Ad Network on a Cost Per Click (CPC) or Cost Per Action (CPA) basis.
To provide advertisers greater control over their mobile advertising investments, Microsoft is launching a suite of new frequency capping options for display media running on the Verizon Wireless Ad Network. Advertisers can now maintain the strictest of frequency goals across multiple on-deck browsing sessions, which will provide Verizon Network advertisers with a powerful tool for maximizing campaign reach while limiting creative burnout.
Furthermore, Microsoft will be actively managing and optimizing Verizon Performance campaigns on an on-going basis -while continuing to offer all of the robust demographic ad targeting options you have come to expect from the combination of Microsoft and Verizon Wireless, the nation's largest and most reliable wireless network.
It's important to note that with this new capability, Microsoft and Verizon recognize their responsibility to protect consumer privacy. Microsoft and Verizon will not be collecting or storing any personally identifiable user information with these new mobile products.
All of this should be welcome news for advertisers with clear conversion goals such as those in the travel, financial services, content and e-commerce verticals, just to name a few. Advertisers can now more clearly define and evaluate mobile campaign ROI, as well as easily make informed adjustments to their media mix while campaigns are in progress.
Microsoft Brings Online-Grade Accountability Standards to Its Verizon Wireless Ad Network Display Inventory
Verify Delivery and Click Performance With Leading Third Party Systems, Atlas and DoubleClick DART
Many of our advertisers have requested the option to be able to use third party systems to independently verify the impression delivery and click performance of their campaigns running on the Verizon Wireless Ad Network, just like they can currently do online. We've listened to our customers and are happy to report that as of now advertisers will be able to do both, and via the exact same third party tools that they are likely already using for online campaign monitoring: Atlas DMT and DoubleClick DART.
Not only will third party impression and click performance tracking bring increased confidence and transparency to your mobile media campaigns running on the Verizon Wireless Ad Network, but it can also help make managing your mobile campaigns easier, more efficient and less taxing on your internal resources.
By utilizing the same tools to manage both your online and Verizon Wireless Ad Network mobile display campaigns, agencies and advertisers can now apply all the familiar standards and trafficking procedures to mobile that they are currently using to manage online - systems that they are already trained on and standards they are already equipped to measure. Combining online and mobile campaign management systems also brings with it the additional benefit of integrated online/mobile reporting, which will make integrated Microsoft Media campaigns all the more straightforward.
As noted, Microsoft and Verizon remain committed to protecting consumer privacy, and will not be collecting personally identifiable user information when executing these mobile advertising solutions.
With these innovations from Microsoft and Verizon Wireless, advertisers can now achieve the same accountability and operational efficiency from the mobile web as they have come to expect from PC Internet advertising. For more information on these and other Microsoft mobile advertising solutions please contact your local Microsoft Mobile Solutions Specialist.