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BizReport : Advertising archives : May 18, 2012

Adometry, Krux moves to enhance online ad space for advertisers, publishers

One new release and one new partnership may impact how ads are purchased across the online space.

by Kristina Knight

First, a new partnership between Centro and Krux will give premium publishers complete data protection which could result in higher CPMs. The two companies have created the by-invitation-only ad exchange - Centro Brand Exchange which is supported by Krux's data management infrastructure.

"Everyone in the exchange industry is talking about creating greater value for publishers' inventories, yet no one is delivering on the promise," said Shawn Riegsecker, Founder and CEO for Centro. "Through our partnership with Krux, we've built the Centro Brand Exchange to be the highest quality ad exchange in the industry giving publishers more controls, high CPMs and the highest level of data protection available."

And from Adometry the Media Modeler, allows brands to predict how messaging will perform across online channels. This type of tool can determine where tweaks should be made to a campaign prior to launch so that ROI is maximized.

"[Online] marketers could only guess the outcomes that different campaign changes would have on performance improvements," said Paul Pellman, CEO of Adometry. "With our new media modeling tool, we're helping online marketers to leverage the power of attribution in a new way by enabling them to accurately pinpoint the ideal campaign optimization changes they should make to achieve their goals."

Features for the tool include Campaign Impact Reporting to analyze how changes to a campaign would affect performance indicators and eCPA analysis to help in the determination of how a campaign should be spread over different channels like display, social or video options. There is also a Media Plan Optimization feature which uses Adometry's Attribute feature to determine how different campaign buys would help to meet the overall goals of a campaign.

Tags: ad exchange, ad tools, Adometry, advertising, Centro, Krux, online advertising

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