Sign up for our daily recaps of the ever-changing search marketing landscape.
StumbleUpon Adds ‘Interest Optimization’ To Paid Discovery
Paid Discovery campaigns on StumbleUpon will be getting smarter as of today. StumbleUpon has announced the addition of something called “interest optimization” that will help advertisers reach relevant audiences. Previously advertisers had the option to choose categories manually, or set up automatic campaigns (where StumbleUpon would choose set categories for you.) With ‘interest optimization’ campaigns won’t be stuck to just the categories that are chosen. Optimization will occur to find other relevant categories that may have been missed by advertisers.
For example, if we submitted this very post to StumbleUpon Paid Discovery, the best option available might be the ‘marketing’ category:
Without the “interest optimization” feature, this post would only show up in the marketing category. With this new optimization tool, additional categories will be targeted that are deemed relevant. Instead of just ‘marketing,’ this post may show up in ‘social media marketing’ or ‘social media ads’ categories that users are unable to target specifically in Paid Discovery.
Don’t want interest optimization in your campaigns? No problem. Make sure you are using manual campaigns and then click the “Strictly limit my campaign to only the topics selected below” button and you can bypass interest optimization completely:
This new feature should allow more specific targeting, a wider campaign reach and has already been rolled out for all Paid Discovery users.