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Product Description

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General Information

The Smart Placement sponsored placements product is designed to display promotional materials from advertisers on publisher platforms (website, mobile application, offline screens, etc.), and to collect metrics on visitor interaction with the displayed content.

To increase the effectiveness of content displays, the system allows defining the context of the ad block depending on the page type, and advertisers are given the opportunity to target ads based on data available for specific ad slots.

Terms

Publisher

The owner of platforms for placing advertising content. Has a unique partnerId, which can be obtained in the personal account or from your CSM.

Advertiser

A person or organization interested in displaying their advertising content on publisher platforms to achieve marketing goals.

Placements

A placement is a designated spot for promoting content on a publisher's platform.

Placements vary in type depending on their location. The type of placement determines the available targeting conditions.

Types of placements depending on location:

  • Product card (product placement) - a placement in the context of a specific product;
  • Product group (product group placement) - a placement in the context of a group of different products (e.g., shopping cart page, favorites page, successful order completion page, etc.);
  • Category (category placement) - a placement in the context of a product category;
  • Search (search placement) - a placement in the context of a search query;
    Other pages (any placement) - a placement without explicit context (e.g., home page, catalog page, personal account, 404, etc.);
  • Public screen (public Display Placements) - a placement for offline surfaces (screens, self-service kiosks);

Depending on the placement type, advertisers have various targeting options available to maximize the relevance of the promoted content to the page context:

  1. For product card and product group placement types, targeting by product parameters (category, name, brand, etc.) is available;
  2. For search placement type, targeting by semantic core is available;
  3. For category placement type - targeting the category the user is viewing;
  4. On all placement types, advertisers can also target to:
    • user interests (except for public screens);
    • additional custom parameters, e.g., region, gender, device type, etc.

Content Types (Content for display)

When sponsored content is requested in Smart Placement, an auction is held among ads launched on a specific placement and meeting the targeting conditions. The winning ad(s) are returned in response.

Smart Placement uses a second-price auction, where the winning ad is the one with the highest auction bid, but pricing occurs at the second highest price — the bid of the closest competitor.

Available content types (acceptContent):

  • Product shelf (productIds) - returns one auction-winning ad consisting of a group of products from one advertiser, creating a homogeneous representation of products in the block;
  • Shared product shelf (sharedProductlds) - returns several ads, each consisting of one product, in descending order of their auction bid. The minimum and maximum number of such ads are determined by the Publisher in the settings of the specific placement. This expands the capabilities of the placement, providing users with a more diverse selection of products from multiple brands or manufacturers;
  • Banner (banners) - returns one auction-winning ad consisting of a graphic image from one advertiser, a link to the landing page, and data for ad labeling;
  • Shared banner (sharedBanners) - returns several ads, each consisting of a graphic image, a link to the landing page, and data for ad labeling, in descending order of their auction bid. The minimum and maximum number of such ads are determined by the Publisher in the settings of the specific placement. This allows for diversifying the advertising content on the page, presenting various brands and promotional materials in one place;
  • String (string) - returns arbitrary content in text format;
  • Multimedia (multimedia) - returns dynamic advertising materials, such as videos or animations. Multimedia content allows for conveying more complex marketing messages and increasing audience engagement through visually rich formats;

If more than one content type is available within a single placement, the advertiser can choose the type they deem most suitable for the advertisement.

Updated 5 days ago