Publisher spotlight: Twenga

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Twenga is a Microsoft Bing aggregator that drives incremental sales from Bing Shopping.

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Twenga has partnered with Microsoft to help merchants supplement their Shopping Ads strategy by taking advantage of Twenga's complementary bidding logic. Using machine learning technology, Twenga will be able to predict conversion rate and basket value at an item level, allowing them to bid at the optimal value so the advertiser will be able to participate in untapped auctions.

Why and when was Twenga created?

Founded in 2006 in Paris, Twenga was created as a new-generation comparison search engine in France. We quickly expanded to the rest of Europe, and recently to the United States, Canada and Australia.

In what way does Twenga utilize affiliate marketing?

Twenga is an arbitrage publisher that brings quality traffic to Tier 1 and Tier 2 merchants. Affiliate marketing offers the tracking and reporting tools that we technically need to fuel our machine learning platform in order to optimize our partners campaigns. We work in a 100% performance-based model, working with advertisers’ current attribution model to help them diversify their acquisition channels.

What kinds of products and deals resonate with your audience?

We work across different verticals, from Fashion retailers to Tech and Home & Garden, by promoting their entire product catalog and adapting to their commercial needs with flexibility and efficiency.

How does Twenga differentiate itself from its competitors in the affiliate space?

As an aggregator tech provider on the network, we have designed a bidding logic complementary to the automatic bidding services from Bing. We’ll focus on the long-tail catalog, meaning that we’ll be able to display our clients’ products in unanticipated auctions, tapping into opportunities the clients do not extensively promote and therefore bringing incremental sales.

What are the key factors in determining which programs to join and what do you look for in an advertiser partner?

Any business can participate with Twenga, but the approach and the benefits will be different depending on each partner:

  • The higher the CPA is, the better the quality of the traffic will be
  • The deeper their catalogue is, the more likely it is that one given user ends up buying in the partner ecommerce
  • The more popular the brand is and the better their brand awareness is, the higher the potential conversion rate will be and Twenga will bid more intensively on these
  • If the client is a global brand and also participates in Europe, we’ll be able to apply all of those learnings into their US and CA campaigns
  • If the client is working with another aggregator, then the Shopping landscape is more dynamic, which is the best-case scenario for a machine learning publisher like Twenga

What are benefits for advertisers working with Twenga?

The partner will squeeze all of the opportunities that Bing Shopping is offering today, with a 3rd party operator driving incremental sales with no conflict or risk on a CPA based model. Everything we drive will be incremental.

What is the best way that an advertiser can help support their partnership with you?

By allocating technical resources, including:

  • Optimizing and enriching an available product feed according to Bing Merchant Center requirements
  • In a second stage, allowing Twenga to place its proprietary pixel that makes additional touching points available for quicker learning for our machine learning platform

Why did you join the Awin and ShareASale networks, and what features do you enjoy?

We’ve generated €32M in advertiser sales with Awin in Europe since we started in July 2020. We’re now expanding overseas and are really excited to apply all of the learnings into these new markets. Awin and ShareASale are affiliate marketing leaders in terms of technology applied to tracking, cross-device, attribution and reporting. Both companies are considerably focused in leveraging top notch technology as their main competitive advantage. Plus, we’ve managed to engage effectively with the Account Management and Publisher Development teams, which have been critical to our success in expanding  our business across all of Europe. 

Do you have any upcoming promotions, new launches or exciting news you would like to share?

 We’re in a permanent and continuous lean process of improving our algorithm. Our first step is to launch our solution into the North American market and touch base with the sentiment of local advertisers in order to adapt our solution accordingly. We’ll start working on new products depending on the feedback we receive.

Has there been a pivotal shift or turning point in your affiliate activities within the last 12 months? If so, what was it?

12 months ago, we weren’t active in the affiliate network landscape. All of our partnerships were done directly on a CPC model. It started as a test back in mid-2020 and now we have our top advertisers working on a CPA model. It was definitely a successful milestone in our history and we’re really keen to repeat the same success in the North American market.

Interested in working with Twenga? Please contact our publisher management team.

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