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Tag: programmatic advertising

  • Banner Ads in Shorts: OptimizeRx Launches Programmatic with The Trade Desk

    Banner Ads in Shorts: OptimizeRx Launches Programmatic with The Trade Desk

    Programmatic in Shorts: How to Get Millions of Views for Pennies

    Forget about influencers! The market for <a href="/blog/profitable-cpm-how-to-calculate-the-real-cost-of-a-useful-ai-response/" title="Banner advertising in Shorts: CPM cheaper than 50 rubles and millions of views without bloggers”>banner advertising in Shorts is undergoing tectonic shifts. OptimizeRx, a company specializing in medical marketing technologies, has made a decisive move into the world of programmatic advertising by partnering with The Trade Desk. This opens up new horizons for brands that want to achieve massive reach for pennies by placing banners in YouTube Shorts, TikTok, and Reels.

    Maria Chipcchio, Senior Vice President of Strategic Market Analytics at OptimizeRx, emphasizes: “We understood that we had to enter the programmatic sphere very carefully.” OptimizeRx had previously collaborated with DeepIntent on placing programmatic banners.

    These ads were shown to doctors and other healthcare professionals (HCPs) within their software interfaces when prescribing medications or processing co-pay cards for patients.

    Real Math: CPM Cheaper Than 50 and Transparent Statistics

    Previously, pharmaceutical brands could offer financial incentives, essentially covering part of the cost of medications, so that doctors would choose their specific drugs. But programmatic placement, according to Chipcchio, comes with new challenges, especially in the medical field.

    The main concern is placing ads next to confidential patient data. While this is not a government mandate, it is critically important for marketers.

    “The buyer never sees that side of the process, and that’s one of the beauties of programmatic,” notes Maria Chipcchio.

    All ad creatives undergo strict review. It is important not only to exclude inappropriate content but also to ensure that the ad does not mislead the doctor and focuses solely on relevant medical data about the product.

    OptimizeRx takes a conservative approach to programmatic but sees huge potential for revenue growth.

    From DeepIntent to The Trade Desk: Expanding Capabilities

    This is why the company is moving from collaborating with DeepIntent, which, as a healthcare-focused DSP, is in the same regulatory environment as OptimizeRx, to partnering with The Trade Desk.

    One of the key advantages of collaborating with The Trade Desk is the OpenPath concept, which will allow DSPs to analyze ad effectiveness in HCP electronic health records (EHRs) compared to campaigns on streaming TV or other channels.

    This opens the door for other types of marketers looking to show ads to specific doctors right before a patient receives further instructions. For example, every skincare manufacturer wants doctors to recommend their product.

    Often, doctors recommend over-the-counter medications like Nyquil or Tylenol.

    Banner advertising in Shorts: OptimizeRx launches programmatic with The Trade Desk — illustration 2
    • Mobile app promotion: the ability to target doctors who recommend health apps.
    • Infobusiness: advertising educational courses for healthcare professionals.
    • Crypto projects: attracting investments from wealthy specialists.

    An over-the-counter allergy brand could use the TTD system to target geographic areas during allergy outbreak seasons, such as spring. These are compelling arguments that OptimizeRx can leverage through its integration with TTD.

    The Future of Banner Advertising: Non-Scrollable Banners and Auto-Placement

    To date, over 99% of OptimizeRx’s advertising business has been with prescription drug brands. But, as Chipicchio notes, “there are no limitations to that in the programmatic arena.”

    This means it will now be possible to place native banners in Shorts that will not scroll, and use auto-placement on hundreds of videos, getting the lowest CPM in Shorts.

    This is a real opportunity to buy reach without creating a video and get brand integration without filming, which is a direct alternative to influencers and their inflated prices. Testing hypotheses for 1000 rubles becomes a reality, and transparent statistics allow for accurate ROI measurement.

    Frequently Asked Questions

    What is programmatic advertising in Shorts?

    It is the automated placement of ad banners in short video formats, such as YouTube Shorts, TikTok, and Instagram Reels, using algorithms and data for the most effective targeting.

    How does OptimizeRx use programmatic?

    OptimizeRx, specializing in medical marketing, integrates with programmatic platforms like The Trade Desk to place targeted ads for healthcare professionals within their professional software, and also to expand reach to other audiences through short videos.

    What are the benefits of programmatic advertising for brands?

    Key benefits include low CPM (cost per thousand impressions), mass reach for pennies, the ability to buy reach without creating a video, transparent statistics, precise targeting, and an effective alternative to influencers.

    Can banner ads be placed without video shooting?

    Yes, programmatic platforms allow placing banners without video shooting, which significantly reduces costs and simplifies the process of creating advertising campaigns, especially for native banners in Shorts.

    Conclusion

    OptimizeRx’s shift to widespread programmatic advertising with The Trade Desk is not just news, but a signal for the entire market. The era when banner advertising in short videos was the prerogative of large brands with huge budgets is becoming a thing of the past.

    Now, CPM cheaper than 50 rubles per thousand impressions is becoming a reality. Digital arbitragers and marketers who know how to count money get a powerful tool for mass reach for pennies.

    Stop paying influencers for “trust” — it’s time to get transparent statistics and test hypotheses for 1000 rubles. Contact us to find out how you can leverage these opportunities today!

  • OpenAI: Ad “Improvements” and Media Partnerships with Sportsbooks

    OpenAI: Ad “Improvements” and Media Partnerships with Sportsbooks

    In today’s world, where technology is developing at an incredible pace, OpenAI is implementing controversial “improvements” in ad creatives, changing headlines and links without human oversight. Simultaneously, media giants, including CBS and CNN, are actively entering into partnerships with betting companies, raising questions about the boundaries of ethics and transparency in the run-up to elections. These changes are shaping a new reality for digital arbitragers and marketers, offering both unprecedented opportunities and significant risks.

    OpenAI and Ad “Improvements”: Automation or Loss of Control?

    Since launching its advertising platform earlier this year, OpenAI has emphasized the importance of safe and relevant advertising. However, recent “improvements” to ad creatives, which can affect everything from the headline to the target link, raise serious concerns.

    Essentially, this means the potential exclusion of human control from the creative decision-making process. We, as digital arbitragers, see this as a double-edged sword.

    On the one hand, automation can reduce CPM and simplify scaling. On the other hand, without adequate testing and transparent statistics, it can lead to budget waste.

    Media and Gambling: A New Era of Partnerships

    From Prediction Markets to Direct Sportsbooks

    “Media outlets used to justify collaborations with prediction markets like Kalshi and Polymarket by saying they weren’t exactly gambling. But now CBS is openly partnering with DraftKings, showcasing their branding on air during elections,” Status reports.

    CNBC became the first news organization to partner with Kalshi, integrating prediction data into its news. Now CBS, CNN, Fox News, and Associated Press also have deals with Kalshi.

    Substack and Dow Jones, parent company of The Wall Street Journal, are partnering with Polymarket. These “prediction markets” deny that they are sportsbooks, although they accept bets on sports and partner with sports leagues.

    But now CBS is taking the next step, directly partnering with DraftKings, which means open integration of a betting brand into news content.

    OpenAI: Ad «Improvements» and Media Partnerships with Sportsbooks — illustration 2

    Sports Sponsorships: The New Reach Economy

    Amid growing pressure on marketers to prove advertising ROI, spending on traditional ad placements during NBA games is no longer an obvious choice, as Digiday reports. Instead, sponsorships are becoming an increasingly popular way for brands to create associations with the NBA and its players, going beyond intrusive 30-second spots.

    Sponsorship deals now account for about 15% of NBA revenue, reaching $1.9 billion, according to Sportico. We see potential in this for programmatic advertising and banners in short videos, where you can get CPM cheaper than 50 rubles.

    • Ledger, a blockchain company, signed a deal with the San Antonio Spurs. According to the company, Spurs fans are 4.8 times more likely to name Ledger as a leading firm in its category and twice as likely to prefer it over competitors. This is real math proving effectiveness.
    • However, large sports partnerships require careful verification of effectiveness. Adidas, which spent over $1 billion on marketing during the World Cup, is now under pressure from investors demanding proof of ROI.

    Frequently Asked Questions

    What is the danger of OpenAI’s ad “improvements”?

    The main danger lies in the loss of human control over creatives, which can lead to irrelevant or ineffective advertising, as well as potential reputational risks. This requires thorough hypothesis testing and continuous monitoring.

    Why do media partnerships with sportsbooks raise questions?

    Such partnerships blur the lines between news content and gambling advertising, which can undermine trust in the media and raise ethical questions, especially in the context of election coverage.

    What are the alternatives to expensive advertising contracts with celebrities?

    Alternatives include strategic sponsorships, banner advertising in short videos (YouTube Shorts, TikTok, Reels), where you can get cheap reach and mass reach for pennies. This allows you to not pay influencers, but get transparent statistics and test hypotheses for 1000 rubles.

    Conclusion

    The world of advertising and media is rapidly changing. While OpenAI experiments with creative automation, media giants are looking for new revenue streams in partnerships with sportsbooks. We, as arbitragers, see both risks and huge opportunities for those who are willing to adapt.

    Forget about bloggers and expensive contracts. Today, CPM cheaper than 50 rubles for millions of reaches is a reality that can be achieved through banner advertising in Shorts. Do you want to buy reach without creating a video and get a native banner in Shorts? Contact us to find out how we can help your business get mass reach for pennies with transparent statistics.

  • AI Content Sites: A New Threat to the Advertising Market and Business

    AI Content Sites: A New Threat to the Advertising Market and Business

    In the world of digital advertising, a new “headache” is emerging for businesses – the rapid growth of websites filled with low-quality AI-generated content (AI Slop Sites). These resources, disguised as ordinary platforms, pose a serious threat to legitimate market players and can jeopardize brand reputation. How to choose a contractor and avoid becoming a victim of fraudsters when placing ads on such resources? Read more about this below.

    Introduction: The Rise of AI Sites and Challenges for Ad Tech

    In the world of digital advertising, a new “headache” is emerging for businesses – the rapid growth of websites filled with low-quality content, generated by artificial intelligence (AI Slop Sites). These resources, disguised as ordinary platforms, pose a serious threat to legitimate market players and can jeopardize brand reputation. How to choose a contractor and avoid becoming a victim of fraudsters when placing ads on such resources? Read more about this below.

    DecryptAds Research: The Scale of the Problem and “Risky Geos”

    According to DecryptAds research, the number of websites using AI-generated content is growing exponentially. Initially, the analysis was conducted on examples of websites with culinary recipes, but similar schemes are used for news aggregators, automotive, anime, and gaming forums.

    It’s breathtaking to realize that thousands of such resources are already integrated into ad networks.

    “The idea that US citizens, including potentially government officials, could be accessing these sites, their data could be collected by ad tech, and potentially they could be targeted by malicious ad schemes, raises serious cybersecurity concerns,” said Zach Edwards, co-founder and head of product and research at DecryptAds.

    DecryptAds found that monetization of such resources is often carried out through SSPs (Sell-Side Platforms), which work with advertising partners from so-called “risky geos”. These include countries associated with high levels of cybercrime or having strained relations with the US, such as Russia, China, Cyprus, Turkey, and the UAE. This creates additional risks for businesses.

    How do AI sites deceive advertising systems?

    These resources use various tactics to bypass moderation systems and maximize ad impressions:

    • Human Content Mimicry: Sites create the appearance of real human authorship using AI-generated avatars, stock images, or even altered photos of celebrities like Emily Blunt.
    • Violation of Google’s Rules: New Google Search rules, effective this month, explicitly state: “Fabricating creator profiles (e.g., using AI-generated photos, fictitious names, or false credentials to make content appear as if it was written by human experts) is a form of deception. Any form of deception makes a page untrustworthy to both users and our automated quality systems, and is a signal of a low-quality page.” However, some SSPs believe that these rules apply only to Google’s search business and do not extend to Google Ads.
    • Manipulation of Viewability Metrics: Sites are literally “stuffed” with ad units positioned to artificially inflate viewability metrics, but offering questionable value to the advertiser. This is similar to the situation with MFA (Made for Advertising) sites.
    • Content Copying and “Uniquification”: They duplicate viral trends or copy popular pages from other sites, creating “almost identical” versions that clearly haven’t been human-vetted.

    Problems of Detection and Accountability

    One of the main problems is the difficulty in identifying such resources. Networks of AI sites are designed to look as natural as possible. DecryptAds’ research identified over 2,100 such sites that have infiltrated the programmatic advertising chain through convoluted reseller relationships.

    SSP Responsibility: Zach Edwards emphasizes that SSPs are not always directly to blame. The complexity of the programmatic chain allows unscrupulous operators to hide. Nevertheless, this raises the question of the need for more thorough vetting of publishers when connecting to platforms.

    Сайты с AI-контентом: новая угроза для рекламного рынка и бизнеса — illustration 2

    Market Player Reactions

    • HBAgency: This SSP, according to DecryptAds, monetizes 1,631 of the 2,116 detected AI sites. A representative from HBAgency stated that the company thoroughly vets publishers and also uses independent third-party providers to combat fraud. HBAgency does not operate in sanctioned countries such as Russia, Belarus, Iran, and North Korea.
  • MonetizeMore: This SSP was observed monetizing 11 AI sites. The company’s CEO, Kean Graham, stated that they do not place ads on these resources and are conducting an internal review to identify and deactivate sites that do not meet their standards.
  • Ezoic: This SSP, which, according to DecryptAds, monetizes 407 AI sites, disputes the idea that AI authorship automatically makes content low-quality. The company claims to evaluate content based on quality and usefulness, not on how it was created, rejecting over 98% of site applications.
  • Mintegral: This ad tech provider, based in China, denied direct ad placement on the mentioned site dailytastekitchen.com and noted that the company’s geographical location should not be a basis for generalized assumptions about data security.

How to Protect Your Business: Contractor Selection Criteria

For businesses aiming for effective comprehensive promotion through short videos and outsourcing content for social media, it is crucial to carefully select a contractor. Here is a checklist to help you avoid “headaches” and financial losses:

  1. Transparency: Demand full transparency regarding the platforms where your ads will be placed.
  2. Check ads.txt and sellers.json: These files, though imperfect, are the only public tool for verifying relationships between publishers and ad tech vendors.
  3. Contractor Reputation: Choose companies with a proven reputation and positive reviews. Ask about their methods for combating fraud and low-quality traffic.
  4. Compliance with Google Standards: Ensure your partner adheres to Google’s new guidelines for content quality and authorship.
  5. Traffic Audit: Request reports on traffic sources and their quality. Use third-party tools for auditing.
  6. Geographical Restrictions: Discuss with the contractor the possibility of excluding “risky geos” from your ad targeting.
  7. Content Uniqueness: Prioritize partners who value uniqueness and the creation of original content, rather than just repurposing or AI-generated materials.

Frequently Asked Questions

What are “AI Slop Sites”?

“AI Slop Sites” are websites whose content is primarily generated by artificial intelligence, often of low quality, and which are used to deceive advertising systems for profit.

Why do “risky geos” pose a threat?

“Risky geos” are countries associated with high levels of cybercrime, a lack of data transparency, or strained relations with other states, which increases cybersecurity and data privacy risks.

How Google Fights AI Sites?

Google has updated its guidelines, stating that fabricating creator profiles (e.g., using AI-generated avatars) is a form of deception and indicates low page quality, leading to a drop in search rankings.

Should you order everything from one place?

Yes, ordering everything from one place from a reliable partner who offers full-cycle video production turnkey and SMM team replacement can significantly save your budget and nerves. The main thing is to carefully choose such a partner, using the above criteria.

Conclusion: The Importance of Vigilance and a Strategic Approach

The growth of AI sites is not just a technical problem; it’s a challenge for the entire advertising industry. For businesses that aim to order a banner, editing, and posting, the key is not only effectiveness but also the security of advertising campaigns. In conditions where AI or real clipping become a matter of choice, and comparing repurposing and shooting from scratch comes to the forefront, a strategic approach to partner selection is necessary. Only vigilance, demanding transparency, and focusing on proven methods will allow you to avoid pitfalls and effectively develop your brand. Do not let mass posting quality criteria become an empty sound. Protect your budget and reputation!

  • Banner advertising in Shorts: CPM cheaper than 50 rubles and millions of reach without bloggers

    Banner advertising in Shorts: CPM cheaper than 50 rubles and millions of reach without bloggers

    Forget about influencers and endless negotiations! Today we’re going to talk about how to get massive reach for pennies, using banner ads in Shorts. While some chase micro-dramas and spend millions, digital arbitrageurs have long mastered the world of YouTube Shorts, TikTok, and Reels, where CPM for a banner ad can be cheaper than 50 rubles. This is not theory, this is real math.

    While studios like Issa Rae’s Hoorae attract brands like Poppi and e.l.f. cosmetics to sponsor micro-dramas, promising potential “hits,” we see much more transparent statistics and predictable results in programmatic banner placement. TikTok, by the way, also supports Hoorae, but while they are making “content,” we are buying reach.

    Why Shorts, TikTok, and Reels are a goldmine for banners?

    Low CPM and Massive Reach

    • Low CPM: The cost per thousand impressions can be record low. This allows testing hypotheses for 1000 rubles and getting huge amounts of data.
    • Massive reach: Billions watch short videos. Your banner can appear on hundreds of videos, providing an unskippable banner and native format.

    Alternative to Influencers and Quick Launch

    • Alternative to influencers: No need to pay bloggers. You control the budget and creatives, without depending on the star’s “creative vision.” This is an ideal solution for promoting mobile applications, infobusiness, or crypto projects.
    • Quick launch: Auto-placement on hundreds of videos allows you to launch a campaign in hours, not weeks.

    Some brands, like Poppi, try to become an integral part of the show in micro-dramas, but this is just one strategy. We are talking about how to buy reach without creating a video, using overlay ads.

    “While others are making movies, we are getting millions of banner impressions for pennies. It’s just different math,” said one of our media buying experts.

    Mobile games: how they make money and what does it mean for us?

    Have you ever wondered why there are so many ads in your favorite mobile game? Recent studies using AI decompilation of gaming applications show exactly how developers make money from advertising.

    Take, for example, Block Blast! – a Tetris-like game that consistently ranks among the top 5 most downloaded mobile games. It earned $127 million from advertising by August this year, which is $46 million more than Candy Crush.

    The “high value ad harvest” mechanic allows identifying players prone to watching ads. They are helped to improve their records, and then the “death algorithm” is launched, where the next round cannot be won. At this point, the app offers watching an ad for a “resurrection”.

    Another game, Dicero, sends five separate conversion signals to its trackers with each player purchase, earning it approximately $100,000 in ad revenue per day. This data shows how finely tuned advertising algorithms are in mobile apps and highlights the potential for placing our banners on similar platforms.

    Sports Leagues and Gambling: Ethical Dilemmas and Advertising Budgets

    The growing connection between professional sports leagues, sports media, and gambling companies raises questions. Viewers see gambling ads or their logos every 13 seconds during matches.

    Nicole Noren, a former ESPN producer who left the channel in 2024 after 24 years, claims that gambling company marketing influences news coverage. She was outraged by ESPN’s partnership with DraftKings, as gambling had ruined the lives of several of her family members, including her brother.

    Баннерная реклама в Shorts: CPM дешевле 50р и миллионы охватов без блогеров — illustration 2

    ESPN, which previously strictly opposed promoting gambling, changed its stance after a 2018 Supreme Court decision loosened betting restrictions. By 2023, ESPN launched its own betting app, which was the last straw for Noren. According to her, after the start of cooperation with bookmakers, the line between business and editorial became “more permeable,” making it difficult to cover some stories related to stakeholders.

    A similar story happened in 2024 when a Publicis employee resigned after the holding paid $350 million for opioid marketing for Purdue Pharma. It is clear that promises of large advertising budgets often outweigh the risks of promoting potentially harmful products.

    Industry News: Acquisitions, Layoffs, and New Opportunities

    • Roku’s acquisition by Fox for $22 billion has been approved by shareholders and is expected to close in the first half of 2027.
    • Netflix is cutting about 1,000 employees, or 6% of its staff.
  • Polymarket launched its first ad campaign to promote its political markets for the midterm elections.
  • Character.ai faced bankruptcy, raising questions about the “AI bubble.”
  • Two minors sued OpenAI for allegedly using their sensitive data, including personal secrets and medical information from ChatGPT chats, to train models.
  • W Social, a Swedish social media company, made its verified users’ personal data publicly available in an open format.
  • LG and Magnite are launching “agency” ads on the home screen, opening up premium TV placements for faster, more automated campaign setup.
  • A proposed Prebid auction overhaul will allow publishers to receive demand from Google AdX without using Google’s ad server.
  • Starling launched as an SSP for Connected TV, aiming to solve the problem of a lack of show-level data for CTV marketers.

    • Frequently Asked Questions

    What is banner advertising in short videos?

    These are ad banners that appear over short videos on platforms like YouTube Shorts, TikTok, and Instagram Reels. They allow brands to achieve mass reach without creating video content.

    Can CPM be cheaper than 50 rubles?

    Yes, with proper campaign setup and optimization, the cost per thousand impressions (CPM) in short videos can be significantly lower than 50 rubles, especially on new and less competitive platforms.

    How to place banner ads in YouTube Shorts?

    Banner advertising in YouTube Shorts is done through programmatic advertising platforms, which allow banners to be automatically placed on hundreds of relevant videos.

    Do I need to shoot a video for this type of advertising?

    No, one of the key advantages is the ability to buy reach without creating a video. You only create a banner ad.

    How is banner advertising better than influencer integrations?

    Banner advertising offers transparent statistics, full control over budget and creatives, and the ability to test hypotheses for 1000 rubles, which is often unavailable when working with influencers.

    Conclusion

    The world of digital advertising is constantly changing, but one thing remains constant: mass reach for pennies is a reality. While others are looking for “micro-dramas” and spending millions on questionable integrations, we suggest you pay attention to banner advertising in short videos. This is an effective way to get a low CPM, test your hypotheses, and achieve impressive results. Ready to order banner advertising and take your project to the next level? Contact us to find out how we can help you achieve your goals!

    English content

  • Video Uniqueness: How to Breathe New Life into the Open Web?

    Video Uniqueness: How to Breathe New Life into the Open Web?

    For a long time, it was believed that the open web was in a dying state. Banner blindness is ubiquitous, search engine traffic has dried up, and publishers are suffocating without oxygen. This consensus was so ingrained that even during the antitrust trial against Google, lawyers and the judge doubted the viability of display advertising on the open web in a few years. But is this really the case? In this article, we will explore how video uniqueness can breathe new life into the open web.

    The Open Web: Dying or Reborn?

    Eric Tilbury, VP of Programmatic Operations and Engineering Solutions at Inuvo, is confident: “Give me a sword, and I will be a champion of the open web.” He sees enormous potential in it, especially in terms of cost.

    “Display advertising is like a cheat code,” says Tilbury, “because it’s so much cheaper than all other channels.”

    And it seems that even seasoned ad buyers in “walled gardens” are beginning to reconsider their views.

    Why are “walled gardens” losing their appeal?

    Corey Dobbins, founder and CEO of Otherside, a programmatic e-commerce agency, previously led Shoelace, an agency specializing in paid social media, Shopify, and Amazon advertising. He was not an open web evangelist, even joking that banner CTR was comparable to CTV – that is, almost zero. However, the situation is changing.

    Modern social platforms, by implementing more and more AI automation, are reducing marketers’ room for maneuver. Prices are rising, and the number of control levers is decreasing. Dobbins compares this to the trash compactor from “Star Wars.”

    At the same time, programmatic advertising, despite its reputation, provides buyers with full control: choice of sites, audiences, bids, and all this for a much lower price. That’s why, according to Dobbins, “programmatic advertising is turning from a dirty word into something stylish and sexy.”

    Rethinking the Open Web and its Uniqueness

    The prospects for the open web significantly improve if we redefine its definition. Two years ago, The Trade Desk introduced SP500+ — a list of leading open web publishers. By their definition, “open web” includes any high-quality publisher that allows open programmatic campaigns.

    This list includes giants such as Disney+, Spotify, Samsung TV, LG, Comcast, Hulu. Expanding the definition is bearing fruit: programmatic advertising on the open web looks much more attractive when combined with streaming media.

    Video Matryoshka: From Vertical Videos to CTV

    CTV (Connected TV) is a key part of Otherside’s approach to performance marketing on the open web. Surprisingly, e-commerce marketers can take a few vertical videos from Facebook or Instagram that have performed well in social campaigns and repurpose them for CTV.

    The transition from widescreen TV to vertical video with a blurred edge effect “causes a context switch,” forcing the brain to pay attention to the change. Although people don’t click on TV ads, the impact of such a campaign increases brand awareness, leading to clicks during subsequent retargeting.

    • Adaptation for different social networks: the same creative can be “repackaged” for various formats.
    • Changing background and timbre: algorithms allow creating hundreds of variations from one source.
    • Bypassing ad bans: video uniqueization helps pass moderation.

    These approaches allow creating many unique versions from a single source material, which is critical for A/B testing and content scaling.

    Banner Advertising: Reboot

    Yahoo is also betting on the open web, striking deals with Microsoft and NBC to exclusively resell their display advertising inventory. Large media owners like Microsoft and NBC don’t want to bother with dozens of programmatic providers to monetize banner ads, which are widely believed to be worth almost nothing.

    Уникализация видео: как вдохнуть новую жизнь в открытый веб? — illustration 2

    Selling inventory this way “doesn’t look very good,” says Adam Singolda, CEO of Taboola, which offers a comprehensive solution. Taboola convinces companies to hand over their media inventory to them, promising to take on all the complex work.

    “This gives us an opportunity to make display advertising great again,” Singolda stated.

    However, the old open web with small websites and personal blogs will not return. People who used to create websites to showcase photos or bike blogs are now almost all social creators. They earn from affiliate programs and sponsorships on social platforms. And that, according to Tilbery, is a good thing.

    Honesty and Effectiveness of the Open Web

    At least the numbers of the open web are honest, which cannot be said about “walled gardens” that rate themselves. Marketers know that on “walled garden” platforms, they pay more while getting less in return. On the open web, it’s the opposite.

    When marketers place their ads on good sites with real traffic, they “show a much more powerful ad at a lower price” than they could find inside a “walled garden.”

    Perhaps it’s too early to write off the open web. Long live the open web!

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of reworking existing content into new formats or for new platforms. For example, turning a webinar into 50 short clips for TikTok, Shorts, or Reels.

    How does video uniqueness help bypass ad bans?

    Video uniqueness involves changing its “video DNA” — adding filters, changing speed, cropping, repackaging with different audio tracks or backgrounds. This allows anti-fraud algorithms to perceive each creative as new, reducing the risk of a ban.

    Should I order a new video or unique existing one?

    A price comparison shows that making an existing video unique is often significantly cheaper than creating a new one from scratch. With the right approach, you can get 100 unique variations from one source, which is ideal for A/B tests and scaling.

    What technologies are used for content multiplication?

    Various algorithms and tools are used for content multiplication, allowing the video modification process to be automated. This can include changing the color scheme, adding or removing elements, changing voice timbre, as well as more complex manipulations with the “video matrix” to create “clones” of the original.

    Conclusion

    The open web is not declining but transforming. Content uniqueness and strategic video repurposing open new horizons for marketers. We see how old formats are given new life, and new technologies allow brands to scale their presence without colossal costs. It’s time to look at the open web as a powerful and economical tool. Contact us to find out how we can help you breathe new life into your content and maximize its reach!

  • Banner advertising in video: how to get millions of views for pennies

    Banner advertising in video: how to get millions of views for pennies

    Forget about bloggers and inflated reach! A tectonic shift is happening in the advertising technology market: instead of familiar influencers and expensive productions, <a href="/blog/banner-advertising-in-short-videos-how-to-get-cpm-cheaper-than-50-rubles/" title="Banner advertising in Shorts: how to get CPM cheaper than 50 rubles and millions of reach”>video banner advertising opens up new horizons. Today we will see how giants like Microsoft and Sony, losing millions on outdated models, are looking for salvation in advertising, while small companies are already getting CPM cheaper than 50 rubles in short videos. This is not just a trend, it is a new reality for those who want mass reach for pennies.

    Alternative IDs: The Data War Continues

    The market for alternative identifiers is booming. Just this week, Taboola launched Realize ID, and 51Degrees introduced 51Did. They join existing heavyweights: LiveRamp’s RampID, Unified ID 2.0 from The Trade Desk, ID5, as well as corporate solutions like Yahoo ConnectID and PayPal Ads ID.

    Why are there so many of them? Because none of them have been able to become a standard. This means that the market is ready for those who will offer real value and transparency.

    Transparent statistics and precise targeting are what many lack. With the advent of new IDs, advertisers have a chance to reach their audience more effectively, bypassing traditional channels where “pennies” for reach turn into millions.

    Gaming Industry: From Discs to Banners

    What’s happening in the gaming world? Microsoft is laying off 268 employees and consolidating studios, aiming to cut 20% of Xbox staff by the end of the year. Sony, in turn, plans to abandon physical game discs by 2028, threatening the $7.2 billion game resale market. These are not just cuts; they are a search for new revenue streams.

    Two new patents show where the giants are headed. Microsoft has patented a system that will display in-game ads on PCs and consoles during pauses – loading screens or after defeating a boss.

    Sony is patenting the PlayStation controller as a payment relay. Imagine: an unskippable banner that appears right during the game, and you can buy the advertised product by confirming the purchase with the controller. This is not paying an influencer; it’s a direct path to the consumer’s wallet.

    “You can’t grow by just cutting costs. New patents from Microsoft and Sony clearly show: the future is in advertising within game content.”

    OpenAI and others: who is collecting our data?

    If you think OpenAI knows too much about you, it probably does. Any website using OpenAI’s advertising tools potentially transmits consumer behavior and purchase data to the company. This once again emphasizes the importance of data control and the search for alternative, more transparent advertising platforms.

    Banner advertising in video: how to get millions of reach for pennies — illustration 2

    Market News: From Disney+ to IAB Tech Lab

    • Disney+: Contrary to rumors, the update to the user agreement will not lead to ads on ad-free tiers. A source claims this is merely a clarification about live advertising, which is standard practice.
    • IAB Tech Lab: Released AAMP 3.0 – new technical standards for agency media workflows.
    • Amazon: Blocked Meta’s Muse AI, raising the stakes in the race for agency advertising.
    • Meta Muse AI: Despite claims of AI’s ability to call companies and make transactions, Meta is rumored to be testing a solution that involves humans for phone calls.

    Personnel Changes and New Horizons

    Dentsu’s Carat appointed Sara Stringer as Global Director of Strategy and Innovation, and promoted Bram Meulman to Global Director of Planning and Analytics. Epsilon hired three new executives. This indicates that the market is looking for new approaches and fresh ideas.

    Insights from KWG and Infillion

    KWG agency claims that seller-side inventory curation can provide more high-performing inventory with better match rates and lower data costs than buyer-side curation. And Infillion continues to acquire assets in AdTech, recently acquiring Foursquare. This shows that a hypothesis test for 1000 rubles is no longer a fantasy, but a real opportunity for rapid scaling.

    Frequently Asked Questions

    How to place banner ads in TikTok, Reels, and YouTube Shorts?

    For banner advertising in video on these platforms, there are specialized platforms and agencies that allow placing overlay ads or native banners in Shorts. This is often done through programmatic platforms that automatically place banners on hundreds of videos, ensuring automatic placement on hundreds of videos and massive reach.

    What CPM is considered low for short videos?

    Is it possible to get millions of views for pennies?

    In the context of short videos and programmatic advertising, a CPM cheaper than 50 rubles is a very good indicator. This allows you to get millions of views for pennies, especially when it comes to a banner without filming, where expensive content production is not required.

    Can you buy reach without creating your own video?

    Yes, this is exactly what banner advertising in video is for. You can use static or animated banners that are integrated into someone else’s content. This is an ideal option for those who want to buy reach without creating a video and get mass reach for pennies.

    What is the advantage of banner advertising over influencers?

    The main advantage is transparent statistics and manageability. You pay for specific impressions and clicks, not for the “blogger’s trust.” This allows you to not pay an influencer, but to invest in scalable and measurable campaigns. In addition, brand integration without filming significantly reduces costs and speeds up launch.

    Conclusion: the future is in effective reach

    The world of advertising is changing, and those who understand this are already getting their “pennies for a million.” Banner advertising in short videos is not just an alternative, it is a powerful tool for promoting mobile applications, advertising crypto projects, and a banner for infobusiness. Forget about old schemes, start testing new hypotheses and order banner advertising today to be at the forefront of digital arbitrage. Real math shows: there is money here, and it is waiting for you.

  • In-car banner advertising: CPM cheaper than 50 rubles or an experiment with millions of impressions?

    In-car banner advertising: CPM cheaper than 50 rubles or an experiment with millions of impressions?

    A new era of advertising networks is dawning, and even in-car banner advertising is becoming a reality. Recently, BMW placed a promotion for the movie “Spider-Man” on the dashboards of its cars. When the engine started, drivers saw a banner, clicking on which activated a 19-second animation with music and a light show. The reaction of owners was mixed.

    Many did not appreciate the advertising content in an already paid-for car, especially considering last year’s statement by a top BMW executive that the car’s interior is a “private space” not intended for advertising. However, from the perspective of a digital arbitrageur, this only confirms the theory: “everything around us is an advertising network.”

    Why are cars turning into advertising platforms?

    The logic is simple: any company that controls enough attention has a basis for a media business. Primary data about users (what they watched, searched for, bought, where they traveled) increases the value of this attention, making it targeted. The car is a natural extension of this trend:

    • Modern cars are equipped with connected digital interfaces.
    • Screens are getting bigger, and software is updated remotely.
    • Automakers have direct and long-term relationships with customers.

    The potential grows when you consider that autonomous driving will free up even more driver attention. This is mass reach for pennies, if approached with proper analytics.

    Transparent statistics and ROI: key questions

    BMW and Sony probably know how many cars received the “Spider-Man” banner and how many drivers clicked on it. These metrics describe engagement, but they don’t answer the main question: did this activation lead to movie ticket purchases? Did it create additional value, and how does its contribution relate to the rest of the media campaign?

    “Until the industry can answer these questions with the same rigor as in other media plans, ‘Spider-Man’ on the dashboard remains an experiment. As soon as it can, the car will become another advertising network.”

    Context is critically important. Advertising in a parked car and a message interrupting navigation will elicit different reactions. BMW limited full animation only to parked cars, which shows an understanding of the importance of context. This is not just an unskippable banner, it’s a new ecosystem.

    Alternative to influencers: programmatic video banners

    Forget about bloggers and their inflated prices. Here we are talking about CPM cheaper than 50 rubles and pennies for a million impressions. The ability to buy impressions without creating a video, by placing a banner without filming on hundreds of videos – this is real math. This is programmatic video banners in Shorts, Reels, TikTok.

    In-car banner advertising: CPM cheaper than 50 rubles or an experiment with millions of impressions? — illustration 2

    Testing hypotheses for 1000 rubles: how does it work?

    For an arbitrageur, this is a goldmine. We can test hypotheses for 1000 rubles, getting transparent statistics. This is an ideal option for:

    • Promoting mobile applications
    • Advertising crypto projects
    • Banners for infobusiness

    We are talking about a native banner in Shorts, which does not annoy, but organically fits into the content. This is the lowest CPM in Shorts you can find, and mass reach for pennies.

    Frequently Asked Questions

    What does “everything around us is an advertising network” mean?

    This is the concept that any platform or device capable of attracting and retaining user attention can be monetized through advertising placement. From smartphones to cars and smart TVs.

    How to get CPM cheaper than 50 rubles in short videos?

    To do this, you need to use platforms that offer programmatic placement of banner advertising in Shorts, Reels, or TikTok, where the cost per impression (CPM) for bulk purchases can be significantly lower than traditional channels.

    Is it possible to place banner advertising without creating a video?

    Yes, it is possible. This refers to overlay advertising or native banners that appear over existing video content, without requiring the advertiser to create their own video.

    Conclusion

    The world of advertising is changing, and banner advertising in short videos, and now in cars, opens up new horizons for those who are willing to think outside the box. While BMW is experimenting, we can already order banner advertising and get cheap impressions in Shorts, Reels, and TikTok. Don’t wait for the market to settle – start testing new channels right now and grab your millions.

  • Google’s Ad Business Will Stand: Court Rejects Asset Split

    Google’s Ad Business Will Stand: Court Rejects Asset Split

    A U.S. federal court has ruled that Google will not have to break up its advertising business, despite the company being declared a monopolist in April. Judge Leonie Brinkema rejected the Department of Justice’s demand to sell the AdX ad exchange and, potentially, the DFP ad server, both part of Google Ad Manager (GAM). This decision calls into question the ability of regulators to rein in giants like Google.

    Why did Google avoid a breakup of its advertising empire?

    Judge Brinkema found that a forced breakup of Google’s business could cause more harm to publishers than current anti-competitive practices. She pointed to potential negative consequences for small publishers who use DFP for free. Additionally, the acquisition of AdX by another party (e.g., Microsoft) could create new complexities.

    Google’s proposed measures and their impact

    Google had previously proposed a number of measures to enhance competition:

    • Providing competitors with real-time bid data for display advertising sold through AdX.
    • Abolishing “Unified Pricing Rules” and allowing publishers to set different minimum prices for individual bidders in GAM.
    • Refraining from using “first-look” and “last-look” privileges to adjust its bids. Google claims it stopped this practice several years ago.

    “What is a web publisher to do if they want to use a different ad server but still get demand from Google buyers?” asks Jay Friedman, co-founder of CartographAI and former CEO of Goodway Group.

    Market and expert reaction to the court’s decision

    While many Google critics are disappointed, some ad industry players are willing to see how the proposed measures will play out. For example, PubMatic, an AdX competitor, stated: “We expect the court’s adoption of behavioral remedies to create a level playing field for all market participants. The court’s focus on behavioral remedies will likely provide a faster path to addressing the current competitive harm from Google’s unlawful monopoly.”

    Behavioral remedies versus full divestiture: arguments from both sides

    The Department of Justice insisted that forced divestiture would be a “cleaner and less risky solution,” expressing distrust in Google’s ability to comply with prescribed behavioral measures. However, Google’s lawyers countered that “distrust is not a lever to circumvent established antitrust principles.”

    Previous rulings and the future of Big Tech regulation

    This is not the first time Google has been found to be a monopolist but avoided a breakup. In August 2024, Judge Amit Mehta found Google’s monopoly in online search but did not force the sale of Chrome or Android. Instead, Google was ordered to share search data with competitors.

    Google's Ad Business Will Stand: Court Rejects Asset Split — illustration 2

    Such decisions make ad industry insiders doubt the ability of regulators to deal with Big Tech. One former media buyer anonymously remarked that even “trust-buster” Theodore Roosevelt would be astonished by the lack of courage in the judiciary today.

    Frequently Asked Questions

    What is Google Ad Manager (GAM)?

    Google Ad Manager (GAM) is an integrated ad management platform that combines the AdX ad exchange and the DFP ad server. It allows publishers to sell ad space and advertisers to buy it.

    Why did the U.S. Department of Justice want to break up Google?

    The U.S. Department of Justice accused Google of monopolizing the ad tech market and insisted on breaking up the company to restore competition and prevent anti-competitive practices.

    What behavioral measures did Google agree to take?

    Google agreed to a number of measures, including providing bid data to competitors, abolishing “Unified Pricing Rules” for publishers, and refraining from “first-look” and “last-look” privileges in bidding.

    Conclusion: pennies for a million or millions for pennies?

    So, banner advertising in video remains a battleground where Google is currently holding its ground. For us, arbitrageurs, this means one thing: CPM cheaper than 50 rubles in Shorts, Reels, and TikTok is still possible. Don’t wait for these “behavioral measures” to level the playing field. While the court deliberates, competition, however skewed, offers loopholes. Continue to test hypotheses, seek cheap reach, and scale mass reach for pennies. And remember, real math is always on our side if we know how to calculate and act quickly while the “big guys” are sorting things out in court. Forget about bloggers and their million-dollar price tags – buying reach without creating a video through programmatic platforms is our path to profit. Learn how to set up your first campaign and start earning right now!

  • Banner Advertising in Shorts: How Sweetgreen Used Video to Reach World Cup Fans

    Banner Advertising in Shorts: How Sweetgreen Used Video to Reach World Cup Fans

    Banner advertising in Shorts and other short video formats is becoming a powerful tool for brands seeking massive reach without huge budgets. The restaurant chain Sweetgreen proved this in practice by launching video banners on the Atmosphere TV platform during the 2026 FIFA World Cup. This case is a vivid example of how banner advertising in video can draw attention to a product and increase foot traffic to offline locations.

    Why Banner Advertising in Video Proved Effective

    Sweetgreen launched new wraps in May 2025, and the World Cup became the perfect moment to promote them. Vice President of Marketing Katie Sheehan noted that portable dishes like wraps are better suited for sports content than salads. Video banners allowed the brand to integrate into the atmosphere of sports broadcasts without resorting to traditional influencer videos.

    The campaign was part of a broader wraps promotion, including social media and TikTok. However, it was the video banners on Atmosphere TV screens that provided message repetition, which, according to Sheehan, is critical for ad recall.

    How Banner Advertising in Video Works: Technology and Reach

    Atmosphere TV positions itself not as a DOOH platform, but as connected TV for people outside the home. The technology allows placing banners in video on screens in venues such as bars and restaurants. This enables brands to target audiences within a 2-3 mile radius of their locations, which is more effective than regional DMA buys (up to 10 miles).

    For Sweetgreen, this meant focusing on key markets: Chicago, Los Angeles, Boston, and Washington. This approach avoided a “broad national buy” and concentrated on areas with high density of the target audience.

    Banner Advertising in Shorts: How Sweetgreen Used Video to Reach World Cup Fans

    Campaign Results: Numbers and Statistics

    According to the brand, audiences who saw the campaign on Atmosphere TV screens visited Sweetgreen physical stores 113.9% more often than those who did not see the ad. This proves that video banners can be an effective tool for driving traffic to offline locations.

    It is worth noting that in July, due to a cyclospora outbreak, foot traffic dropped by 4.7% compared to the average Saturday figure. However, the campaign was not a reaction to this incident, Sheehan emphasized.

    “Repetition over time is a good way to reinforce a message, especially when the ad is tailored to the environment,” she added.

    Why Banner Advertising in Video Is an Alternative to Influencers

    Banner advertising in short videos, such as YouTube Shorts, TikTok, and Reels, offers brands cheap reach and transparent statistics. Unlike influencers, where the cost per million impressions (CPM) can be high, video banners allow for CPMs cheaper than 50 rubles. This is especially relevant for info-businesses, mobile apps, and crypto projects, where mass reach without big budgets is important.

    Programmatic video banners automate placement across hundreds of videos, saving time and money. Hypothesis testing can be done for as little as 1000 rubles, without spending on production. This makes banner advertising in video attractive for small and medium businesses.

    Frequently Asked Questions

    What is banner advertising in video?

    It is overlay advertising that appears on top of video content on platforms like YouTube Shorts, TikTok, or Reels. It can be static or animated and is often used for quick audience reach.

    Banner Advertising in Shorts: How Sweetgreen Used Video to Reach World Cup Fans

    How to place a banner on TikTok?

    To place a banner on TikTok, you can use the platform’s official advertising tools or contact partners that offer automated solutions for video banners. It is important to set up targeting to reach the desired audience.

    What is the cost of CPM in banner advertising?

    CPM (cost per thousand impressions) can be below 50 rubles, especially when using programmatic platforms. This makes advertising accessible to small businesses and startups.

    Conclusion

    Banner advertising in short videos is an effective way to get massive reach for pennies, without resorting to expensive influencers. The Sweetgreen case shows that even large brands use this tool to draw attention to new products. If you want to test video banners, start with small budgets and analyze the results.

    The real math speaks for itself: a banner without production can bring traffic and sales. Don’t pay an influencer until you’ve tried this format. Start small—and you’ll see how banner advertising in Shorts can become your main customer acquisition channel.