LoopMe, a global brand performance company, has unveiled Chartboost Direct, a fresh platform that will assist mobile app publishers in fast tracking their growth by giving them direct access to brand demand. Furthermore, with this action, LoopMe is making itself the main hub linking web SSPs, ad tech ecosystems, and mobile applicationsthus placing Chartboost Direct as the brand SDK specifically made for in-app environments.
The release of this product is timely as the digital advertising world is experiencing a major transformation. LoopMe’s research indicates that almost 20% of GenAI users have reduced their browsing time on the web, whereas mobile app usage, particularly gaming, is still on the rise. Such changes in behavior are leading brands to reconsider the channels and modes of audience engagement. However, in-app advertising has been traditionally lacking the right framework for brand advertisers. For example, the measurement, transparency, and data signals areas are still largely undeveloped for brand advertisers. Chartboost Direct aims to fill these voids by leveraging AI to enhance brand performance.
Enabling Direct, Scalable Brand Advertising in Apps
Chartboost Direct introduces key capabilities that allow publishers to integrate brand demand seamlessly into their monetization strategies without changing their existing ad tech stack.
The solution includes Direct Pay, which enables publishers to receive payments directly from brand SSP partners. Direct Deals allow publishers to create premium ad placements using PMP deal IDs, creating a direct link with brand DSPs. Meanwhile, Marketplace Deals enable inventory packaging within mediation auctions, improving bidding signals and enabling direct transactions at scale.
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“Traditionally, premium mobile supply has been blocked by reseller constraints or lack of interoperable buying signals,” comments Mike Laband, Group SVP, US Revenue at Magnite. “Chartboost Direct now brings SSPs and brands an alternative path directly into quality in-app publisher environments. AI-enriched bid-streams will provide publishers with built-in, accurate brand signals, measurement, and data, enhancing the user experience.”
Stephen Upstone, CEO and Founder, added: “LoopMe research has shown that since adopting GenAI tools, nearly three-in-ten users say they now use AI more than traditional search, versus just 15% who report increased search engine usage. As web traffic declines, brands need new inventory sources to replace web, but these often require direct supply, and we see reseller traffic being penalized through SPO. At the same time, publishers want brand demand programmatically, but have limitations through their current tech stacks.
“With higher CPMs, cleaner supply paths, better UX, and sustainable brand demand for mobile app publishers, Chartboost Direct is a must-have toolkit, delivering the results that matter the most for publishers and providing SSPs with quality in-app environments.”
Impact on the Marketing Industry and Businesses
Chartboost Direct launching will deeply change the marketing industry. Especially as brands move away from relying mostly on web channels to thinking about mobile-first engagement strategies.
Firstly, the in-app marketing will become the main channel in the fastest way possible. Since the time people are online is decreasing and on the other hand, they are increasingly using different apps, so advertisers whose budget is dwindling will be able to shift their resources towards the mobile environments where the engagement happens to be even higher and more consistent.
Secondly, perhaps the most obvious feature of this product is that it will bring about the rise of direct and transparent media buying. When marketers cut down their dependence on intermediaries, they end up with much clearer visibility on the way their ads are getting delivered, this in turn makes brand safety, measurement accuracy, and campaign performance to be raised.
Furthermore, the platform has the provision of AI-enabled campaign improvement, thus marketers are given the chance to employ highly detailed data signals in order to enhance their targeting, make their messaging more personal, and generally increase the effectiveness of the campaign.
For businesses operating in this ecosystem, the broader effects are equally significant:
- Mobile apps provide brands with a great opportunity to engage highly motivated audiences and thus improve the effectiveness and profitability of their campaigns.
- Marketers get to rely on better data signals for targeting very accurately and measuring effectively.
- Through brand demand for premium content, publishers are able to generate more revenue by matching their inventories.
- Less complexity in supply chains makes advertising more efficient and cheaper.
- A better overall user experience leads to deeper engagement and stronger brand loyalty over time.
Overall, this is the confirmation of a major change in marketing strategies which now revolve around mobile devices and AI-powered ecosystems. With traditional web traffic on the decline, companies need to break with the old ways and focus on those platforms which provide both scalability and high performance.
With the release of Chartboost Direct, LoopMe is facilitating the transformation of the way brands interact with their target markets, turning mobile apps into a major component of marketing strategies for the future.