Olive Media is introducing search retargeting technology to its digital advertising products and services.
Working with U.S. based search technology firm Magnetic, the new service lets advertisers show specific targeted messages to users, based on their search history.
Advertisers can purchase display ads across Olive's Brand Response performance network, based on search data.
These display ads are then targeted against specific search keywords designed to identify audiences with specific purchase intent for better conversion and performance.
Magnetic says more than five billion searches are conducted monthly, by some 300 million unique users. Research technology, it says, increases click-through rates by 74% while pushing up return on investment by 325%.
Major search engine companies have their respective search retention and data classification protocols, but most store and save search data for 18 months.
"The product offers advertisers a high level of flexibility in extending their search strategy through new publisher data," explained Kristie Painting, VP, Sales and Marketing, Olive Media. "The performance lift is impressive, and all advertising runs on the brand-safe Olive Brand Response network that our advertisers already trust. It also offers us an opportunity to better monetize our publisher inventory. In a market where advertisers are more time-pressured than ever before, it's another great tool for our full service offering."
"Olive Media is a clear leader in Canada and the strategic alliance is an exciting way for us to expand search retargeting to new international markets," added Josh Shatkin-Margolis, CEO of Magnetic. "Through search retargeting, advertisers can reach relevant audiences while maintaining transparency online."
Olive Brand Response, an Olive Media product, offers advertisers the opportunity to run performance-related campaigns on over 2000 Canadian and International websites, including nytimes.com, CNET.com, thestar.com, toronto.com, cyberpresse.ca and tetesaclaques.tv, in both English and French.
Olive Media is a partnership between Torstar Digital, a division of Toronto Star Newspapers Ltd. and Square Victoria Digital Properties Inc., a subsidiary of Power Corporation of Canada.
Magnetic is headquartered in New York, funded by investors including Charles River Ventures, Ron Conway, NYC Investment Fund, Roger Ehrenberg of IA Capital, Founder Collective and NYC Seed.