myTarget App Marketplace

2021: Start of service of O2O-marketing for entrepreneurs of YPromo

DataDarvin started YPromo – service of O2O-marketing for entrepreneurs in a marketplace of advertisement supplements myTarget App Marketplace. On January 18, 2021 Mail.ru Group reported about it. Read more here.

2019: Start of a marketplace

On November 21, 2019 the Mail.ru Group company announced start of myTarget App Marketplace – shop of the external applications expanding functionality of the advertizing myTarget platform. AdTech of the company and developers will be able to integrate the solutions in infrastructure of myTarget and to monetize them. External services will allow to customize system tools under individual tasks of different advertisers – from small and medium business to large customers and the agencies.

As noted in Mail.ru Group, third-party applications will be able to expand possibilities of the platform for even more flexible configuration of campaigns, including targetings, instruments of optimization and attribution of channels. Besides, with their help advertisers will be able to receive additional insights – reports and researches – for increase in investment soundness in digital-promotion. App Marketplace will be available to all advertisers thanks to what developers will be able to cover wide audience of target clients and to build up the long-term relationship with them. The simple system of interaction between participants of a marketplace will give the chance to owners of applications to concentrate on quality and software development efficiency and to reduce resources by organizational processes.

"The market of digital-marketing develops prompt rates. Needs of advertisers change and pass from standard solutions to the customized flexible services meeting the unique requirements of business. Mail.ru Group constantly expands and improves an ecosystem of marketing tools to help clients to build effective campaigns, including for the solution of performance-tasks. For this reason we develop partnership with external developers and players of the market who can use the examination for expansion of opportunities of available tools", 'Maxim Zenin, the director of advertizing products, Mail.ru Group noted'

As of November, 2019 developers can set different models of payment for use of applications in myTarget App Marketplace:

• CPM is payment for one thousand demonstrations in the advertizing campaign generated by service;
• CPE is payment for an event which the developer sets independently. For example, drawing up the difficult report on the waged advertizing campaign or month of use of the application.

Advertisers will have an opportunity to increase flexibility of the applications available in App Marketplace, due to direct communication with developers and discussions of individual business challenges. At the same time any company which has relevant resources can add the products to a marketplace and further provide access to them for other players of the market, claim in Mail.ru Group.

For hit the application needs to undergo moderation of myTarget in App Marketplace – important that the product solved problems of advertisers and met the requirements of the platform. Special attention at moderation is paid to security of third-party applications and politicians of work with data of advertisers. At the same time advertisers select to what depersonalized data and settings of campaigns to open access to external services.

According to the statement of Mail.ru Group, until the end of 2019 advertisers will get access to the following applications in a marketplace:

• X5 Sales Lift and Sales Conversion from Retail Group X5 – allows to measure effect of advertizing and its influence on sales, to test efficiency of different targetings or creatives.
• Self Service BLS from Buzzoola – gives the chance to advertisers independently to estimate the impact of advertizing campaign on brand-metrics.
• Dynamic creatives from Adluxe – allows advertisers is automated to personalize an advertizing appeal for different target audiences.

In development there are applications on optimization of OLV campaigns under the set KPI to all appearances, to IVT and percent of complete viewings, automatic control of black lists of the websites and other functions, useful to advertisers. The show-window of myTarget App Marketplace will become available to all clients at the beginning of 2020.