Skip to main content

Product Description

General Information​

The Smart Placement sponsored placements product is designed to display product promo materials from product manufacturers (advertisers) on online store pages and collect interaction metrics from visitors with the displayed content.

To increase the efficiency of content displays, the system allows stores to set the context of the advertising block depending on the page type, and advertisers are given the opportunity to limit content displays based on the data available on each page type.

Terms​

Publisher​

The owner of platforms for placing advertising content. Has a unique identifier 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 spot intended for placing promoted content on the publisher's platform.

Placements come in different types depending on the location. Available targeting conditions depend on the placement type.

Placement types depending on location:

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

Depending on the placement type, advertisers have access to various targeting options for maximum 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 the search placement type, targeting by semantic core is available;
  3. For the category placement type - targeting the category the user is viewing;
  4. On all placement types, the advertiser can also target the following indicators:
    • user interests (except for public displays);
    • additional custom parameters, e.g., region, gender, device type, etc.

Content Types (Content for display)​

At the moment of requesting sponsored content in Smart Placement, an auction is held among ads launched on a specific placement that meet the targeting conditions. The winning ad(s) are returned in response.

Smart Placement uses a second-price auction, in which the winner is the ad with the highest auction bid, but billing occurs at the second-highest price — the bid of the nearest competitor.

Available content types (accept content):

  • Product shelf (productIds) - returns one winning ad from the auction, consisting of a group of products from one advertiser, which creates a uniform presentation of products in the block;
  • Shared product shelf (sharedProductIds) - returns several ads consisting of a single product, in descending order of their auction bid. The minimum and maximum number of such ads is determined by the Publisher in the settings of a specific placement. This expands placement opportunities, providing users with a more diverse choice of products from several brands or manufacturers;
  • Banner (banners) - returns one winning ad from the auction, consisting of a graphic image from one advertiser, a link to a landing page, and data for ad labeling;
  • Shared banner (sharedBanners) - returns several ads consisting of a graphic image, a link to a landing page, and data for ad labeling, in descending order of their auction bid. The minimum and maximum number of such ads is determined by the Publisher in the settings of a specific placement. This allows for diversifying the advertising content on the page, presenting various brands and advertising 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 consider most suitable for the ad.