Kevel Extends To Walled Garden Retail Media With Nexta Acquisition
Kevel has acquired Nexta, a Copenhagen-based startup, enhancing its on-site retail media offerings with off-site platform integrations. This acquisition, which adds 30-40 employees, allows Kevel to expand its ad solutions to platforms like TikTok and Meta. Kevel aims to provide retailers with a unified interface to manage campaigns across multiple platforms. Both companies share expertise in open web ad tech and programmatic retail media standards.
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Meta Rolls Out Updates to Advantage+ AI Ad Targeting Tools
Meta has updated its Advantage+ AI ad targeting tools to streamline campaign setup and enhance performance. New features include a unified campaign setup, an “Advantage+ on” label for optimized elements, and expanded use for leads campaigns. Additionally, Meta introduced an “Opportunity Score” to provide feedback on campaign setup, helping advertisers improve results. Early tests show a 10% lower cost per qualified lead with Advantage+.
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Sociable: Big tech players emerge as likely partner for TikTok US
TikTok is negotiating to avoid a ban in the U.S. under the Protecting Americans from Foreign Adversary Controlled Applications Act. Potential buyers like Oracle, Amazon, and Microsoft are involved, while ByteDance explores a joint venture with U.S. investors. Vice President J.D. Vance is overseeing the negotiations, with just 52 days remaining before the deadline, leaving TikTok’s future in the U.S. uncertain.
See full article on MarketingDive
Search Ads and the Importance of Landing Page Navigation
Google has updated its ads quality systems to emphasize the importance of relevant and easy-to-navigate landing pages for search ads. The new prediction model helps ensure users land on expected and helpful pages, reducing frustration and improving search experiences. Advertisers are encouraged to enhance their landing page navigation to drive long-term value and better align with user expectations.
