LiveIntent is proud to introduce a new way for publishers and brands to drive more revenue and conversions from your email program – it’s called a Unified Auction. In this article, we’ll explain what a Unified Auction is, the value it provides you, what you need to implement, and how it works.
What Is A Unified Auction?
Simply put, a Unified Auction is a way for you to maximize email revenue by serving optimized offers (Dynamic Product Ads or house ads) into your own newsletters and, if possible, letting them compete with 3rd party demand. By using a Unified Auction, you can set the value of various types of offers in your emails and only serve those offers if they meet that value:
Benefits
– Reach your subscribers with the most relevant message based on their intent
– Increase your conversion rate and ROAS at no cost (if offset by 3rd party demand).
– Improve performance without sending more email, and generate more revenue from your email newsletter.
What Do You Need To Implement A Unified Auction?
1. Set your performance goals (CPC, CPA, CPM) or tell us the value of serving an offer in your own email.
2. Implement the LiveConnect Tag on your website and LiveTags (300×250 or Marquee) in your emails.
3. Optional: If you’d like to serve Dynamic Product Ads in your emails, you’ll need to have a Facebook- or Google-spec product feed.
How does it work?
Once you’ve set your performance goals and implemented LiveTags and LiveConnect, LiveIntent will set up a campaign that will optimize your content (whether it’s Dynamic Product Ads or house offers to subscribers who have recently visited your site). If it aligns with your goals, you can also open your LiveTag to third-party demand to compete with your optimized offers. That way, you can ensure that you receive maximum value for each impression that’s served.
Client Use Case
DailySale, a leading deals site, wanted to drive more conversions and revenue from their email marketing. To do that, they implemented a Unified Auction by letting Dynamic Product Ads compete with third-party demand in their own newsletters. The intent-driven Product Ads in DailySales own newsletters drove a CTR of 0.745%, a Conversion Rate of 10.6%, and a Return on Spend of 140x.
How Do I Get Started?
To get started with Unified Auction, contact your LiveIntent Account team if you are an existing client. If you don’t currently work with LiveIntent, click here to reach out and we’ll be in touch.
The post Using A Unified Auction to Get The Most Value From Every Impression appeared first on LiveIntent Blog.