Ozone Media Moves Beyond Ad Networks With Adadyn

Online digital media management and advertising company; Ozone Media, has now expanded beyond being a large ‘Ad Network’. The company has launched its first every digital product aimed at enhancing re-targeting of digital banner ads.

Christened ‘Adadyn’, it will be Ozone Media’s first ever attempt to step into the world of tech and software development, exclaimed Kiran Gopinath, Founder, Ozone Media,

“The DCO [Adadyn] is our first tech-only product. Most of what we’d done earlier, had a media angle or an inventory angle to it.”

DCO stands for Dynamic Creative Optimization. The power of the product is felt and experienced by digital media and ad inventory management companies and agencies. DCO offers higher efficiency dynamic banner advertising, by intelligently managing such ads based on algorithms that spot patterns of customers, who aren’t active on the e-Commerce portal. In the long run, DCOs can prove to be highly potent platforms that can bring back dropped-off or dormant customers and boost their shopping activities.

What does Adadyn do?
Ad Networks offer re-targeting solutions to clients on their own platform. With Adadyn, Ozone is separating the ad-network business from the product business. Essentially, Adadyn will independently manage the two core aspects of digital advertising. This gives a lot more flexibility to the advertiser, as well as the media owner/manager.

Ozone Media has tied-up with multiple ad networks. Adadyn allows advertisers to set up dynamic creatives (digital advertising) and plug those into multiple ad networks, explained Gopinath,

“With Adadyn, what you can do is, you can plug this into any DSP (Demand Side advertising Platform), and RTB (Real Time Bidding) engine environment and run campaigns. You buy audience based on where you find them on the Internet, and it then improves the efficiency of the re-targeting.”

Essentially, retargeting is a developed method of intelligently serving advertisement to viewers who show a higher promise of becoming customers. In case of Adadyn, the platform will focus on re-igniting the urge to purchase in older customers. Though retargeting is costly initially, it has about 300% higher conversion rate over static, omnipresent advertising. Looks like Ozone Media has managed to find a tactile solution to boost advertising and achieve better conversions too. What do you think?

Image Source | medianama

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