While Google is preparing to reduce the number of annoying and intrusive ads on all sites, the Relap service, owned by the Mail.ru Group, new ad format. It is assumed that the corresponding ads will be embedded directly on top of the pictures in the content of the sites. This technology is being developed internally and will be launched, as expected, in the first quarter, that is, in the coming months.
In this case, advertising will depend on the context. If there is a laptop or smartphone in the photo, the service may show an ad for electronics. For this, image recognition and other technologies are used, including content analysis. This is called in-image advertising.
Alexey Polikarpov, commercial director of Relap, believes that this will help fight "banner blindness", increase audience engagement and improve the financial component of the project. Tinkoff-Bank participates in testing.
By the way, another Russian project, AstraOne, also has similar developments. And earlier there were systems "Runner" and Smart Links, which analyzed image tags. In fact, the next step has just been taken.
There are similar technologies in the West, but they are not widely used there. At the same time, experts are cautious in their assessments: it is not yet clear how many impressions and in what period of time such a system will give the greatest profit, whether users will have a negative reaction, whether the system will correctly identify content and display appropriate advertising.
And also this year Mail.Ru Group own video service.
Source: 3dnews.ru