The world of online advertising , for both the advertisers and publishers who host the ads on their web pages, the challenge with online advertising, is to make the ads relevant to visitors. There are billions of people visiting billions of webpages, and the advertisers are paying to display the ads to those who are most likely to be interested. The publishers must also be careful when placing ads on their pages as they are paid in many different arrangements , such as the response of the visitors or even the number of visitors that view the ad. In short the major objective is to make the ads as relevant to the visitors as possible. Some companies such as search engine Google, are continually working to advance technology to make online advertising contextually-relevant, but there are still many challenges. Other aspects such as the format, color shape and method of delivery, all affect responses to ads on websites. Not only that, there is a huge difference between mobile advertising and advertising on desktop websites, as factors such as the screen size, and response times must also be taken into consideration.
Toronto start-up, StackAdapt may have developed a solution to help overcome many of the challenges with which both the advertisers and publishers are confronted with online ad placement.
Ildar Shar and Vitaly Pechersky are relatively young ad industry veterans, and in June of 2013, they invited developer Yang Hin, who was involved with real-time trading technology at Bloomberg to join them in creating what they consider to be strong improvement to the process that benefits all of the parties involved in the process. The overall challenge to make advertising to be more relevant, is to have have a better match of ads to the visitors, and since the dominant form of advertising on the web is still in the form of the ubiquitous banner ads that are seen everywhere on the web, the founders decided, that it was best to improve response to banner advertising by making them interactive.
StackAdapt technology now makes it possible to create ads in real-time. Sources such as Instagram are used for images, and colors can be changed to closer match the colors on the web-pages. Other elements such as shape and display time are also being investigated, to make the ads appear native to pages, eliminating or minimizing the mismatches.
The online ad placement technology was launched in March of 2014 with a few partners, that now include Mindshare, which is the agency used by the Ford Motor Company. After continuous testing the process, using data collected from cookies inserted on web-browsers of the visitors, locates the most relevant ads in StackAdapt’s inventory. It is an open ecosystem using what is termed Real Time Bidding Technology, that is able to handle thousands of requests each second.
The company continues to grow after having received $900,000 in financing, and now employs 22 people in offices in New York, London, and Toronto. The present plans focus on improving the online ad placement technology, while scaling to add more advertisers and publishers. The client list is an impressive on that include outstanding names, in addition to Ford, such as Telus, Marks and Spencer, and General Electric.