Nextdoor Launches New Ad Measurement Features

Neighborhood networking service Nextdoor has launched new solutions to help users measure and optimize ad performance, both on- and off-line.

Nextdoor's site and app allow neighbors, businesses and public agencies in more than 310,000 neighborhoods across eleven countries to connect, and share expertise and resources with others in their local neighborhood. The firm says its new Conversion API will expand and improve its pixel-based attribution capabilities both online and off-line, giving advertisers maximum visibility into return on ad spend (ROAS): the API's receipt of information on off-line transactions is 'particularly useful' for advertisers who may see the final conversion happen off-line or with a significant delay following the initial lead.

The new service taps the company's existing relationship with Oracle Advertising and allows advertisers to leverage hundreds of categories, in addition to custom groupings based on Nextdoor's own insights, to deliver ads in a safe and highly relevant environment. The company is also rolling out two existing services to smaller customers: video campaigns up to 3 minutes long, and 'lead generation ads'.

Chief Revenue and Marketing Officer Heidi Andersen comments: 'Our expanded contextual targeting will help boost performance for advertisers and we're very excited to launch our new Conversion API. Online to offline conversions are a real differentiator for Nextdoor, and are critical to helping advertisers track and understand the impact of ads IRL (in real life)'.

Web site: www.nextdoor.com .