Advanced GFA 'Similar Target' feature starting this month
Customer behavior →predicting future demand for advertisement exposure
Use of advertisement ID/behavioral information, while blocking of pe
Naver expands marketing reach and improves efficiency with machine learning that predicts users’ demand by analyzing user behavior patterns.
Naver announced on the 3rd that it will upgrade 'similar target' function of ‘Glad for Advertiser’ (GFA), a performance-based display marketing, starting this month. Similar target is a function that determines the target of advertisement based on artificial intelligence (AI).It helps advertisers to find potential customers who show similar interest and behavior based on advertisers’ uploaded data.
For example, if an advertiser expands the similar target based on the website users’ data in a women's clothing shopping mall, it analyzes Naver users' service usage behavior, and broadens advertising to customers that shows the corresponding patterns. Marketing can increase the purchase rate of products by expanding the exposure of specific categories or products to viewers who showed interested in certain products rather than simply targeting all website visitors.
GFA perfoms marketing in three main ways: customer files (advertising data life cycle), mobile app tracking (MAT), and similar target. Unlike customer files and MAT, which follow actual user behavior to advertise, similar target uses machine learning technology that predicts future behavior and demand based on customer behavior,and shows advertisement.As the technology advances, there will be an increase in target customers and marketing accuracy.
An official from Naver said, “We will increase the accuracy of similar target to increase the validity of more effective advertisement execution. It will contribute to improving advertising performance such as advertising exposure and conversion marketing by increasing customers’ positive advertising responses.”
The official continued by saying, “The similar target advertising only uses advertisement ID and behavioral information that cannot identify individuals, and it does not use any personal information. We provide an option for advertisers to disable the performance-based similar target feature at any time.”
Naver's search platform division, which focuses on marketing sales, is a core business that accounts for 50% of Naver's sales.GFA is gradually taking a bigger portion in the marketing among different marketing systems, and it is understood that GFA has exceeded 20% since COVID-19.
According to KOBACO (Korea Broadcast Advertising Corp.), the online (PC/mobile) advertising market last year was 7.3 trillion won, which is 11.5% increase from the previous year. Naver is the number one operator with 2.8 trillion won in advertisements last year.
Naver has maintained its leading position in the online advertising market that has been expanding since COVID-19 by reorganizing features such as increasing the space (banner) in advertisements and upgrading functions in real time since last year.An official from Naver predicted that, "This reorganization will widen the gap with latecomers through Naver's advanced technology."
By Staff Reporter Siso Kim
(siso@etnews.com)