Delivering Accurate, Engaging, & Efficient Ads
Advertisement Analytics & Dynamic Ads
Now In addition to that, it is also possible to gather marketplace analytics data on the actual banners and ads. For example, if someone has a very popular product that has a high margin and they want to sell more of it, they can promote that particular product or category through advertising. Even by essentially telling the marketplace to promote that item and letting the marketplace figure out what's going to get the best results and actually promote the ad. Possibly the vendor wants to limit their spending to X dollars a day, X hours a week, or certain amount per month They're going to let the marketplace determine where this product is presented and how much spend is done within those parameters.
With the analytics the marketplace is able to gather, it can learn and detect what area to put the tiles of dynamically generated ads for particular product. It can use the product title, price information, description imagery, etc. and run automated tests for that particular product to see which actual configurations work best.
This particular concept is essentially setting up a dynamic ad, although they're not perfect from a presentation perspective, these dynamic ads are very popular in that they can directly speak to a need that the end user has whenever they're on the site. It's a really helpful concept in general and very powerful for sellers, so that they don't have to make specific ads for every single product. They might have a catalog of thousands of products and they want to promote certain ones or possibly all of them. That's a huge amount of effort if it was necessary to set that up manually.