In an era where digital advertising is increasingly competitive, the need for innovative solutions has never been more critical. We sat down with Mark Menery, VP Global Head of Sales at Dataseat, to discuss the power of interactive ads and the importance of high-quality creative partnerships in standing out within the crowded demand-side platform (DSP) landscape.

As brands seek to engage consumers in more meaningful ways, Dataseat's collaboration with CRAFTSMAN+ shows how leveraging interactive ad capabilities can enhance performance and drive results.

What is the value of interactive ads for DSPs and the brands they work with?

Interactive ads offer a compelling component that engages consumers more effectively than typical banners or videos, which often get lost in a saturated marketplace. By making consumers feel like part of the ad, interactive formats can significantly enhance conversion rates. Brands are increasingly seeking these dynamic creatives to improve performance and open up more quality inventory for placements. This shift is now being embraced by various brands to enhance retention, return on ad spend (ROAS), and loyalty.

What is the benefit to Dataseat in partnering with CRAFTSMAN+?

Building creative capabilities in-house is a significant undertaking that requires substantial resources. Dataseat focuses on its strengths in mobile optimization and targeting, so partnering with CRAFTSMAN+ allows us to offer clients the interactive ad services they demand without building an internal creative team. This collaboration has attracted more advertisers and freed up our resources to concentrate on what we do best.

What is DataSeat's competitive advantage in the DSP landscape?

Dataseat's core strength lies in its 100% contextual mobile DSP, which operates without relying on device IDs like IDFA or Google Advertiser ID. As the industry moves away from these identifiers, our focus on contextual signals allows us to optimize campaigns while remaining privacy-compliant. Our partnership with CRAFTSMAN+ complements this by enabling us to offer enhanced creative differentiation.

How have privacy trends affected the role of creatives in performance marketing?

Privacy changes have shifted the focus from targeting individual users to leveraging contextual signals. This means creatives must now be designed to engage users based on the context in which they are viewed. Creatives now serve as a crucial "hook" that compensates for the lack of device-specific data, making them more integral to campaign success than ever before.

What unique opportunities has Dataseat’s partnership with CRAFTSMAN+ provided?

This partnership has opened up new opportunities in terms of inventory and ad placement. Interactive ads enable access to placements that standard banners cannot reach, enhancing performance and broadening our user base. It positions Dataseat as a versatile DSP capable of working with various ad types in a competitive landscape.

Which interactive ad formats will be most important in the future?

Several formats stand out: continued personalization, improvements in interactive video ads, and location-based ads. We also anticipate advancements in voice-activated ads and enhancements in polling/survey ads. At the top of our list is Contextual and Dynamic Creative Optimization (DCO), where ads adapt to the specific content or placement of an app to increase relevancy.

What role do AI and machine learning play in interactive ads?

AI will enhance user experience by enabling more compelling ways to connect with users. Machine learning allows for more precise optimization in ad placements, leading to notable improvements in KPIs. The synergy between AI and interactive ads promises to revolutionize campaign performance, and our partnership with CRAFTSMAN+ keeps us at the forefront of these technological shifts.

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