Done With CitrusAd?
Migrate to Osmos in a Week.

While used by many retail media tech providers, it is very simplistic. CitrusAd asks advertisers to submit a list of keywords for targeting. When the shopper searches for a brand/product, the search query is matched with the submitted list of keywords by different advertisers. Products of advertisers with matching keywords and highest bid are shown in ads.

On top of that, personalization through CitrusAd is session based, meaning, ads are served on the basis of activities performed by the shopper in that given session, any behavior displayed in prior sessions is not even considered.

Osmos on the other hand, doesn’t even need advertisers to submit a list of keywords to target. It uses NLP to contextualize shoppers’ search queries to understand what they are looking for and leverages product descriptions to serve the right ad.

Also, Osmos ad servers account for shoppers’ behavior in past sessions and the current session and on the basis of their brand and price affinity, page context and 50+ other signals it serves contextually relevant ads

Relying on a search query-keyword match approach leads to low fill rates, as quite a few queries are unique and new, no keyword list can be exhaustive enough to match these search queries. When matching fails, ad serving fails.

On the other hand, contextual ad serving can show results for new and unique search queries, as it’s decoding intent instead of search query-keyword. Hence, leads to higher fill rates.

Also, user based ad personalization leads to serving more shopper relevant ads than session based ad personalization- which means higher CTRs and better shopping experience.

CitrusAd requires advertisers to make a lot of critical decisions- which keywords to bid on, the best SKUs to promote and even decide the auction winning bid. However, these decisions can only be made by advertisers with a certain degree of expertise. Hence, making it difficult for novice advertisers with no agency support to advertise on retail media platforms using CitrusAd

Osmos is designed to make advertising simple. With automated bidding, SKU selection and contextual targeting, it enables advertisers to launch campaigns with 1 click. This lowers the barrier for inexperienced advertisers.

Any retail media program can only scale if tail and torso advertisers are activated. Without an easy campaign management process, it’s impossible to do so.