Retail Rocket: Smart Placement Ads

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Smart Placement Ads is an adtech platform from Retail Rocket. The performance marketing tool finds potential buyers of the brand among visitors to the online store and shows them personalized product recommendations and banners.

2024: Advertising cabinet with flexible setup, launch and analysis of advertising campaigns

Now Russian advertisers will be able to independently place targeted advertising on the online resources of large ecom sites with a total traffic of more than 60 million visitors per day, as well as on their offline points. Retail Rocket Group has released an update for its Smart Placement Ads adtech platform, integrated into two dozen Russian online platforms. Thanks to it, advertisers gained access to an advertising cabinet that allows them to flexibly configure, launch and analyze targeted advertising campaigns on these platforms (online and offline). Representatives of Retail Rocket announced this on August 15, 2024.

"The launch of the advertising cabinet is a logical step in the evolution of our adtech platform Smart Placement Ads. The retail media market is developing in seven-mile steps, and in order to become a full-fledged competitor to classic contextual and targeted advertising, it lacked only an understandable "control panel." Now it is and will allow advertisers to easily integrate promotion on marketplaces into their marketing strategy, "said Artur Aslanov, head of Smart Placement Ads at Retail Rocket Group.

According to the developers, the advertising cabinet interface gives full control over the management and placement of ads on online platforms and in offline space. It allows you to select platforms for promotion, advertising formats, pages of the site or application and offline places, set up targeting, fix the budget limit, as well as track the main performance indicators in real time (screenings, clicks, orders, consumption, revenue in pieces and rubles for SKU and ROAS - in post-view and post-click attributions). Statistics can be viewed both for all advertising campaigns and in the context of the location. The cost of advertising is controlled on the terms of the second price auction: the site sets the minimum size, and advertisers on the CPM terms of the second price auction assign bids in real time and compete for the display of advertising to visitors of the site.

You can launch promotion in various online and offline formats - for example, you can choose media (banners, video), commercial advertising (sponsored product shelves, promotion of a product card), or digital inStore (digital screens in offline points). In this case, depending on the selected platform, there may be more options (advertising formats). All online formats are available for placement on the website and in the application at all stages of the shopping route - on the main, category and category menu, in the product card, search, personal account, basket and favorites. The final package of features depends on the settings that the online platform has set in its office.

Advertising (targeting) is displayed on the database of the selected site by category, behavioral, socio-demographic and geographical characteristics, while the number of display rules is not limited. The specific set of targeting capabilities depends on the settings of the site itself. Behavioral parameters include the following possible targets: "by interest in categories," "when viewing product cards," "by content in the product name," "by brand name," "by region," "by keywords," "by purchases."

You can also configure complex conditions like "not," "or," "and."

According to Retail Rocket, the peculiarity of the advertising cabinet as part of the Smart Placement Ads adtech platform is that advertisers do not need to manually register ads in the ORD. When campaigns are created, tokens are received, as well as reporting automatically.

The update also affected the user interface of the sites themselves: they have access to extensive opportunities for automated management of advertising inventory. Among them - disabling and connecting advertising formats and places of advertising placements, determining the rules of display, statistics, and so on. Previously, all these tasks, as a rule, were carried out manually.