The Playable Ads Preview tool lets developers check an ad’s call-to-action implementation before uploading it to Facebook.

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Playable Ads Preview tool for mobile app developers that will let them test and validate Playable Ads before they create a mobile app ad campaign around it.

The tool checks to see if the the Playable Ad files meet Facebook’s specifications and if the call-to-action is implemented correctly. If there are no errors, the tool will display a preview of the Playable Ad assets — with either a green check mark confirming the call-to-action works or a warning that there’s an issue.

Why we should care

Marketers involved with promoting mobile apps rely on Facebook’s Playable Ads to win more app installs and engagement with users. The ability to test the ad’s assets — including the call-to-action implementation — will be a big time saver.

And because the tool can be used by anyone involved in the creation of the Playable Ad — not just the person responsible for uploading it to Facebook — developers who may work separately from the marketing team will be able to test and preview their work before handing the final product over to the person in charge of running mobile app ad campaigns.

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Audience Engagement Insights category as part of its marketing partner program, and adding five new third-party analytics platforms that integrate with the LinkedIn Audience Engagement API: Amobee, Annalect, Hootsuite, Ogilvy and Sprinklr.

“With these insights, you can better refine your content strategy and make smarter decisions to help deliver better ROI for your LinkedIn ad campaigns and organic posts,” writes LinkedIn Senior Product Manager Amita Paul.

Why we should care

Marketers on LinkedIn will now have a broader view of what works on the platform with access to audience discovery insights, content recommendations and industry benchmarks. And with the five new integration partners now available to deliver those insights, many marketers will be able to choose a platform they may already be using.

“We’re excited to blend LinkedIn insights with Amobee’s Brand Intelligence solution to give new perspective into professional content and engagement trends,” said Amobee Senior Vice President of Social Sales and Partnerships Johnny Horgan, “This unique collaboration allows Amobee to paint a more holistic picture for clients.”

Hootsuite Vice President of Alliances Stefan Krepiakevich said the new integration capabilities with LinkedIn will enable their customers to improve campaign targeting efforts while increasing performance around organic and paid posts.

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  • LinkedIn said access to the Audience Engagement API is limited to the five new third-party marketing partners only.
  • The aggregated insights offered by the Audience Engagement API do not identify LinkedIn members.
  • Earlier this year, LinkedIn expanded its Sales Navigator Application Platform (SNAP) with the addition of Altify, Drift, G2 Crowd and MixMax.

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CPG-focused ad metrics agency NCSolutions (NCS) announced on Thursday the launch of Sales Lift Metrics, a new in-flight campaign optimization service.

Driven by AI and machine learning technology, Sales Lift Metrics aims to deliver weekly incremental sales metrics that advertisers can use to inform and enhance campaign outcomes while they’re still active.

For programmatic campaigns, NCS said the service can help buyers optimize ad spend by tapping into real-time incremental sales metrics, allowing advertisers to dial-up or dial-down spend accordingly.  

“CPG advertisers face urgent demands to reduce budget waste and optimize for sales outcomes,” said NCS EVP of strategy, Carl Spaulding. “Until now, their only options to improve results were to make changes post-campaign or rely on in-flight media performance metrics not directly related to offline sales. But with this innovative solution, advertisers can tap into near real-time insights and refine campaigns in-flight to improve outcomes.”

The Sales Lift Metrics service is designed to provide in-flight data on key campaign tactics, such as audience targets, media placements, creative messaging and ad formats.

Earlier this year, Adobe signed on as a pilot partner for Sales Lift Metrics to test its CPG campaign optimization methodology. According to a representative from Adobe, NCS’ in-flight solution has been able to deliver lucrative insights around the campaign tactics that drive incremental sales “on a much shorter latency than with existing industry solutions.” Adobe added, “With this knowledge, our CPG advertisers can make campaign decisions to gain and maximize incremental sales.”

Why we should care

“Near real-time visibility into the effectiveness of campaign tactics that are the primary drivers of incremental sales has long been a desired ideal for advertisers,” says Leslie Wood, chief research officer at NCS.

The ability to interpret real-time metrics on a tactical level means that advertisers can modify campaigns in-flight to produce more efficient and accurate outcomes. This could help cut down on ad spend while also presenting an opportunity to course-correct during the campaign’s lifetime.

For CPG marketers, in particular, understanding the immediate sales lift on a campaign-by-campaign basis can help build a more complete picture of the immediate market and inform future campaign strategies.

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  • Sales Lift Metrics is part of NCS’ Optimize Solutions Suite, which also includes NCS Purchase Data Metrics – an automated API tool designed for publishers.
  • Earlier this year, NCS announced its adoption of machine learning technology aimed at building audience segments and driving sales lift metrics.
  • Causal sales metrics are available to all NCS clients to allow them to test, learn and optimize campaigns in near real-time.

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