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BizReport : Advertising archives : November 13, 2013

Ad RoundUp: Funding, increased targeting and pricing structures

This week, a new funding announcement underlines the importance of brands knowing where traffic is coming from while two releases are set up to offer online brands more control of ad spending, targeting.

by Kristina Knight

First, Great Oaks Venture Capital and Chicago Ventures have joined in a $1.25 million funding round for MdotLabs, a platform helping businesses avoid fraudulent traffic. According to some experts non-human traffic is responsible for up to 30% of all online traffic, costing advertisers, brands and publishers money.

"MdotLabs, helps advertisers, demand-side platforms, and publisher networks ID and avoid invalid traffic which is now costing the online ad ecosystem billions every year in wasted ad spending," says Andrew Boszhardt, Jr. Founder & Managing Partner of Great Oaks Ventures.

Meanwhile Adobe has announced new pricing structures for the Adobe Campaign suite, allowing marketers more control over budgets, at scale and while keeping the brand message unified across marketing channels. Rather than basing the pay structure on the traditional CPM, Adobe bases it on customer profiles.

"Marketers are being held back by CPM, a structure that places the email vendor, rather than the marketer and their customers, at the center of campaign operations," said Suresh Vittal, Vice President of Strategy, Adobe Campaign. "With this announcement, Adobe sets a new precedent in the industry and helps marketers to experiment and engage with their customers across all channels. This new pricing structure provides full transparency for marketers and ultimately a better, more relevant experience for the consumers that they reach."

Finally, Demandbase is extending its Company Targeted Advertising platform to allow the targeting of messages throughout the purchase cycle. Demandbase is a B2B solution; the new option should help B2B brands better optimize ad spending and increase ROI by targeting businesses with purchase intent.

Chris Golec, founder and CEO, Demandbase said, "Ad retargeting has long been a successful consumer marketing strategy, but has not yet produced results for business campaigns. For B2B marketers, they've working with tool and within the constraints of a consumer-centric model where an individual makes the decision to buy. By using a solution specifically tailored to the B2B buying process, we're giving businesses the opportunity to influence multiple people involved in a corporate purchasing decision, at the specific target companies most likely to buy. Finally, B2B marketers can use retargeting to drive deeper engagement and impact revenue."

Tags: ad platforms, ad targeting, Adobe Campaign, advertising tools, Demandbase, MdotLabs, online advertising

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