Practically every company innovates, but few wedding sites think about first-party data to accurately target native advertisements. Wedding site Lover.ly recently began offering ad units to brands, with a move toward targeting messages based on users' geographic location.
David’s Bridal, Dessy, Donna Morgan, Pas de Deux Bridal, Platinum Guild International, Watters, Wedding Paper Divas, and World Kitchen are some of the brands running native advertisements. The site focuses on the Millennial bride with information on news and trends.
"We are turning on the data part of ad targeting, and in the final stages of integrating with our DMP," said Peggy Fry, president and COO of Lover.ly. The company built its own native ad units to dynamically serve ads based on first-party user matched data from shop partners' product feeds, and have integrated third-party DMP and ad server solutions from companies like Lotame, she said.
The two-year-old site has partnerships with about 35 wedding bloggers. The bloggers send Lover.ly images, which get tagged, making them searchable on the site. Most are tied to editorial content. Some of the images come from Lover.ly's more than 140 retail partners.
Eventually the site will allow bloggers to tap into the technology and data, Fry said.
There are about 250,000 searchable products tied to keywords reflecting wedding date, colors, and themes. The guided search function lets visitors explore by event, color, theme, and other details like bridal showers, bachelor parties, and more. Visitors save their favorite wedding inspirations such as decor, flowers, themes, hair, make-up looks, gowns, bridesmaid dresses, accessories, stationery, and gifts.