Seedtag Achieves 164% Increase in Advertising Performance with Dynamic Placement Optimisation

Dynamic Placement Optimisation (DPO) from Seedtag, the global contextual advertising company, delivers a remarkable 164% increase in attention compared to standard IAB formats, according to a new analysis from Lumen Research that spanned over 12,000 domains.

A Lumen Research study indicated that Seedtag’s dynamically optimised formats significantly outperformed standard ad formats across the same domains. This is thanks to Seedtag’s DPO technology, which optimises formats using URL and user behaviour data for each environment to deliver precise ad placements and experiences. The analysis indicated that Seedtag’s ad formats not only garnered more attention - double the measured attention compared to standard IAB formats - but also offered enhanced efficiency across various domains.

"Our understanding of attention is enhanced with every study we undertake, and it makes sense that dynamically placed advertising would garner more attention, as it has the opportunity to align itself with the content it sits alongside, and in real-time," said Mike Follett, CEO, at Lumen Research.

The analysis highlighted three primary benefits of Seedtag’s DPO:

• For publishers: DPO allows publishers to maximise their ad inventory by unlocking premium ad spaces, ultimately leading to better monetisation and fill rates.
• For advertisers: DPO customises the ad experience to align with user behaviours, driving higher engagement and attention across different formats and contexts. The majority of standard IAB formats are served in text-based environments, while Seedtag's DPO technology serves ads more evenly across text-based, image-based and video-based environments. This enables a more balanced distribution without compromising on campaign performance.
• For users: DPO ensures ads are less disruptive, creating a more seamless and enjoyable browsing experience.

"We are thrilled with the findings from Lumen Research, which validate the effectiveness of our DPO technology," said Jorge Poyatos, co-CEO and co-founder of Seedtag. "Making digital advertising more engaging and effective has always been a priority for us, and this study confirms that DPO perfectly compliments our core contextual advertising by controlling where and how ads are seen. Seedtag’s ability to optimise ad placements in real time is a significant advancement in the industry, benefiting publishers, advertisers, and users alike."

The research also emphasised Seedtag’s strategic approach to diversifying ad placements, moving beyond the industry’s traditional focus on “Reader” domains to include "Scroller" and "Watcher" environments. This approach not only broadens reach but also taps into high-attention inventory, making Seedtag’s ad formats three times more effective in certain domains.

"Ads from Seedtag are seen and watched for longer than other formats," Poyatos said. "Our DPO allows for greater attention across the entire campaign, higher user engagement, better reach by unlocking high-attention inventory, and better fill rates and monetisation for publishers."