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BizReport : Advertising : September 20, 2013


Ad Roundup: Platforms additions power greater engagement

A trio of announcements this week should help both small and large businesses push engagement and relevance. Here's how:

by Kristina Knight

First, Rio SEO has integrated with Neustar, powering enhanced local business listings across the Neustar Localeze platform.

"Integrating with Neustar' s API (Application Programming Interface) for local business listing management gives our customers a competitive advantage with the ability to not only verify, but optimize and update their local business data in real time," said Bill Connard, vice president for local search solutions at Rio SEO. "Clients subscribing to this service can easily see how their business information is indexed in Neustar's system and update that data on the fly. This ensures that brands with any number of locations are communicating the most updated, enhanced information possible to Neustar's distribution channel with a click of a button."

This is the third such integration; Rio SEO is now integrated with Acxiom, Infogroup and Neustar, three of the top data aggregators in the online space.

Meanwhile, Adobe has launched a tag management solution for their existing Marketing Cloud platform. The new tag management offering allows brands to tag and optimize content quickly across their online properties. The tag management solution is integrated with Adobe's existing tools.

"As marketing tools become more sophisticated, the technical aspects of installing and managing them can grow considerably," said John Mellor, vice president of strategy and business development, Adobe Systems. "With dynamic tag management, we are making marketers' day-to-day work easier and more effective by removing the pain from tagging content to be measured and optimized across industry solutions."

Finally, a new SiteScout/Datonics partnership allows Datonics customers to target in real time using SiteScout's RTB platform. The Datonics platform houses more than 350 marketing segments based on user searches; using that data to bid on ads in real time offers brands better targeting with greater relevance.

"We are excited to be working with SiteScout to provide its thousands of advertisers access to our unique proprietary search, purchase-intent, and life-stage data segments, as well as an unlimited number of customer keyword-derived segments," said Michael Benedek, Datonics CEO.

Image via Shutterstock

Tags: Adobe, advertising tools, advertising trends, Datonics, online advertising, Rio SEO, SiteScout










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