Naver said on the 25th it will introduce a new advertising platform that further strengthens the efficiency and convenience of ad operations.
Naver will integrate search ads and display ads, which previously ran on separate systems, into a single platform. The company said advertisers will be able to manage campaigns in a unified environment regardless of ad type.
The new advertising platform provides a dashboard feature that shows the performance of campaigns advertisers are running and key metrics on a single screen.
It also integrates the lists of search and display ad campaigns, allowing users to check detailed data by day of the week, time of day, conversion type, and more.
In addition, an "attribution conversion metric" will be introduced to review user ad responses based on valid-click data. The attribution conversion metric is an indicator that shows trends in user responses by ad characteristics.
Along with this, using the "period comparison" feature, advertisers can compare performance by period and view the status of ad operations more intuitively, which the company expected would provide practical help for advertiser decision-making.
An "Insights" feature that uses AI to provide useful information related to ad operations will also launch as a beta service.
Insights provides information tailored to each area, including recommendations, operations, and promotions. Among these, "Recommended Insights" analyzes data from ads in operation with AI and presents data results and response measures needed to improve ads.
Park Dong-hwan, Naver's ad client services planning lead, said, "The new advertising platform focuses on supporting advertisers to optimize performance by overhauling usability to be more intuitive and providing an efficient data utilization environment," adding, "Going forward, Naver Ads will continue to advance so it can be an easy and efficient platform for all types of advertisers, including small and midsize business owners, based on AI capabilities."