NBT Launches "Addison Remarketing"... First Retargeting Ad Attempt on Offerwall in Korea

Comprehensive point platform company NBT announced on July 17 that it has introduced a retargeting ad product, "Addison Remarketing," to its proprietary premium reward ad platform, Addison Offerwall. This marks the first implementation of first-party data-based retargeting in the reward advertising industry.

원본보기 아이콘

"Addison Remarketing" is enabled through audience integration with "Airbridge," an ad performance measurement and analytics solution from AI-based marketing technology company AB180. This feature is available exclusively to customers who use Airbridge. By leveraging various behavioral data collected through Airbridge?such as app user installs, sign-ups, purchases, and churn?advertisers can execute more precise targeting. As a result, they can run performance-based campaigns focused on users with a high likelihood of conversion, thereby maximizing advertising efficiency.

NBT particularly emphasized that the newly launched "Addison Remarketing" is differentiated by its ability to automatically integrate target groups generated by MMPs (Mobile Measurement Partners) with Addison Offerwall and to deliver personalized missions. By utilizing user attributes and behavioral data, the solution can re-engage churned or dormant customers and design actions tailored to user interests, thereby improving both conversion and retention rates. The company expects that this high-precision targeting method, which leverages first-party data, will not only enhance retargeting efficiency but also reduce advertising costs through the inherently low cost per acquisition (CPA) characteristic of offerwalls.

Audience-linked retargeting ads are a cutting-edge technology that has been actively adopted since this year by major domestic media outlets as well as global platforms such as Meta. Among domestic offerwall ad platforms, Addison is reportedly the only one to support this feature. While traditional offerwall ads have focused on user acquisition (UA), "Addison Remarketing" extends coverage to retargeting areas such as encouraging repeat visits and maximizing conversions, thereby securing both sustainability and precision in ad effectiveness. The company stated that performance-driven retargeting capabilities have been consistently requested by industries with large-scale digital ad operations, such as e-commerce and app services, and thus strong demand and rapid revenue growth are expected immediately after launch.

An NBT representative said, "Audience-linked retargeting technology can also be utilized for precise user segment management and performance verification in future stablecoin-based reward campaigns that NBT is pursuing. Since we can identify and target users with a high likelihood of conversion based on in-app user behavioral data, this allows for strategic design of reward unit prices and target groups, laying the foundation for building a stablecoin performance reward system."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.