MGID has set to focus on six different initiatives to enable the growth and success of our partners
By Pankaj Sharma – CEO and Director, MGID India
If 2021 was the year of recovery, 2022 is slated to be the year of growth. This year the advertising industry is expected to rebound to pre-pandemic levels and grow at a rate of 12.4%, with the share of digital going up to 32.7%. With increased focus and spending on digital, this year is anticipated to see a greater emphasis on highly personalized, — yet privacy-first — brand-safe advertising.
MGID has always proactively responded to market changes, keeping the interests of its publisher partners and advertisers at the forefront, and in 2022, that is no different. As the new year begins to unfurl, MGID has set to focus on six different initiatives to enable the growth and success of our partners.
Deliver Best Yields
In 2022, our first focus will be to provide the best yields for publishers, through our Yield Optimization algorithm. This solution will aid publishers in serving multiple formats in a single placement, which in turn, will help boost inventory value and enhance user experience on their website. This AI-based algorithm incorporates both direct and programmatic demand and optimizes a placement’s efficiency for the publisher and their audience.
Explore New Genres and Categories
Our second focus will be to unlock new publisher genres and drive penetration into regional markets. With new associations, we can strengthen our offerings in vernacular languages, which means for publishers an increase of their inventory’s monetization potential.
Open Doors to New Audience Revenue and Trust
According to a study conducted by Google, publishers may lose up to 52% of their revenue after the elimination of third-party cookies. At MGID, we pride ourselves in our ability to recognize market trends and to stay one step ahead in order to safeguard the interests of our partners.
To safeguard the interests of our publisher partners, MGID has introduced the Contextual Intelligence solution, which uses AI algorithms to extract meaningful content of an article and evaluate its sentiment and context. This solution enables publishers to retain the value of their ad inventory and reduce the risk of revenue losses due to the phasing out of third-party cookies.
Other benefits that we will extend to publishers through this Contextual Intelligence solution include natural privacy protection, publisher audience insight, and direct demand from premium advertisers.
Deliver Better ROIs/Strengthen Relationships in India
MGID recognizes the importance of the Indian market and our fourth focus in 2022 will be to strengthen our relationships with agencies and brands in the region. Delivering better ROIs to advertising partners is one of the best ways to strengthen ties, and with that intent, we have been improving our content recommendation algorithm. The objective of this algorithm is to predict the likelihood of a user clicking on different ads and then displaying the ads with the highest probability to the user. This helps in improving CTRs of campaigns, and MGID has been successful in increasing the average campaign CTRs by 3.5% for product-based campaigns and 4.5% for content campaigns.
We are also offering our attention-based placement algorithm to brands, enabling them to achieve more visibility on the pages where their ads are placed. In doing so, we are creating better recall and thereby, better campaign results.
Product Innovations and Offerings
Our fifth focus will be on product enhancements and offerings. It is MGID’s aim to be in tune with the digital trends throughout the year. We will focus not only on keeping the product relevant as per the demands of the industry but also on being at the forefront of digital innovation.
We also intend to make significant strides in improving our content recommendation algorithms and innovating with new widget formats. In addition, we will continue working on contextual intelligence, supply and demand optimization, and improving interactivity. ML and AI optimization, as always, stays on the top of our priority list, as does being brand safe.
Growth of MGID
Our final focus this year will be on growing the team in our India office. This is directly in line with our vision to grow in the region, build better connections with brands and agencies and gain a larger presence — and with that revenue — in the Indian native ad industry. We currently have two offices in India, and we are looking at building an even more robust team to serve our advertisers and nurture our relationships with publishers.
The pandemic has made the entire world recognize the importance of digital, which is why we have been seeing an increasing pattern in digital spending by brands globally. MGID is perfectly positioned to become a key player in this scenario. Our products and features are already on point with the key industry trends: automation and AI-based solutions, ML, native advertising, and contextual targeting. We will make use of this opportunity to grow and enable our partners, as well as our employees, to flourish in 2022.