MTS DSP, MTS Marketolog, MediaScout and Binrobi Update Their Ad Cabinets
MTS DSP added anti-fraud click settings and Rewarded targeting, MTS Marketolog got a segment builder, MediaScout expanded "Autostatistics" to seven platforms, and Binrobi opened up Device Media inventory.
The MTS DSP platform has received the "Don't count repeat clicks" and "Block fast clicks" settings for banner and video ads. Advertisers can now limit clicks made before a creative's visibility event occurs and exclude repeat clicks on a single ad. According to the press service, this reduces fraud rates and improves the reliability of statistics.
In addition, MTS DSP has added targeting for the Rewarded format — video ads that reward users for watching within an app. The setting is intended to optimize existing placements and manage available inventory more precisely. The updates are available to all platform users and do not require contacting technical support.
Segment builder in MTS Marketolog
MTS AdTech has expanded its targeting tools in MTS Marketolog, a service for SMS and MMS advertising. Advertisers can now build audiences on their own for specific business tasks.
The key update is a segment builder. It allows combining different types of targeting, creating custom combinations of conditions, and taking into account socio-demographic characteristics, interests and user behavior.
The builder includes three tools. The first combines different audience selection conditions. The second, Look-alike, finds users similar to the customers in an advertiser's database. The third, "Smart Targeting," requires only the ad text, a link and the desired number of people: the system will select the audience itself.
All three tools can be combined within a single campaign. The builder is available to all platform users without budget restrictions.
MediaScout: seven platforms in a single window
Advertising data operator MediaScout has updated "Autostatistics," a service for automatically collecting and transmitting statistics on ad publications to ERIR. The service now covers seven media platforms: Max, TikTok, Rutube, VK, YouTube, Telegram and Dzen. Agencies and advertisers collect metrics in a single window without switching between interfaces.
To create a request, you need to specify a link to the publication, the platform URL, a token, the ad campaign type and the start date. Then the option "send to ERIR immediately" is available, or you can check the statistics in your personal account.
All functions are free for existing clients, with no limits on the number of campaigns. To connect, all it takes is a request via the website and an identification payment of 10 rubles.
Binrobi: advertising at the operating system level
Digital projects bureau Binrobi announced the start of distributing a limited batch of devices and connecting the first users to the Device Media digital platform. The company integrates advertising messages into the device's operating system.
The formats are embedded in the native user experience: image formats on the lock screen, ad surfaces on the home screen and in the app gallery, as well as full-screen formats. Since the ad surfaces are created at the OS level, the platform generates exclusive inventory. The company's press service believes this will ensure full data control and fraud protection: all metrics are recorded at the firmware level, and the involvement of third-party aggregators is excluded. Advertisers will get access to their own first-party data.
The release context is rounded out by two pieces of news from last week: "beeline business" unveiled a CRM with built-in integration, and "Avito" opened access to self-employed sellers for advertising agencies.
Source: AdIndex
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