Naver (035420.KS), South Korea's largest internet portal, announced Thursday that it will introduce a new advertising platform designed to significantly improve operational efficiency and convenience for advertisers.
The company will first integrate its search advertising and display advertising systems, which previously operated separately, into a single platform. Advertisers will now be able to manage campaigns across all ad types within a unified environment.
The new platform features a dashboard that displays campaign performance and key metrics on a single screen. By consolidating search and display ad campaign lists, advertisers can easily review detailed data by day of the week, time slot, and conversion type.
Naver is also introducing an "attribution conversion metric" that allows users to track ad responses based on valid click data. The metric serves as a key indicator for examining the user response journey according to ad characteristics.
A "period comparison" function will enable advertisers to compare performance across different time frames and monitor campaign operations more intuitively, providing practical support for decision-making.
An AI-powered "Insights" feature will also debut as a beta service, offering useful information related to ad operations. Insights provides tailored information across categories including recommendations, operations, and promotions. The "Recommendation Insights" feature uses AI to analyze active campaign data, presenting analytical results and suggested action plans to help advertisers manage campaigns strategically. A Naver official said the tool "will be an effective solution for small and medium-sized business advertisers who need to develop ad strategies and manage campaigns on their own."
"The new ad platform focuses on supporting advertiser performance optimization by redesigning usability to be more intuitive and providing an efficient data utilization environment," said Park Dong-hwan, Naver's advertising service planning leader. "Going forward, Naver Ads plans to continue enhancing the platform based on AI technology so that it can serve as an easy and efficient solution for all types of advertisers, including small and medium-sized businesses."