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Ad Roundup: New offerings give marketers additional quality controls
Three new releases into the online ad space should sent up advertisers to better control campaign spending as well as to give the brand better intelligence about campaign performance.
First, from Marin Software, the Marin Audience Connect offering which seamlessly integrates data sources including context, cost, audience data and revenue. Through an integration with BlueKai, the Audience Connect platform gives marketers the ability to unify first and third party data through keywords.
While keywords have served digital marketing well as a proxy for consumer purchase intent, keywords alone tell an incomplete story," said Matt Ackley, chief marketing officer at Marin Software. "By combining keywords with detailed audience data, marketers gain unprecedented insights that allow them to identify and target customers with the highest lifetime value."
Meanwhile, BrightRoll has integrated Nielsen's Online Campaign Ratings into their hub, offering advertisers additional video campaign control, monitoring and assessment. The integration will allow video advertisers using BrightRoll's platform additional programmatic planning and reporting tools for their campaigns.
"With Nielsen Online Campaign Ratings data in the BrightRoll console, advertisers are finally able to validate the effectiveness of their digital video campaigns across online and TV in real-time," said Tod Sacerdoti, CEO and founder of BrightRoll. "This strategic agreement enables us to more deeply integrate Nielsen's unique measurement and technology capabilities into our platform, and we'll be working closely to roll-out innovative offerings that enhance productivity and performance."
Finally, Integral Ad Science has received a patent for a new ad blocking technology. Called Firewall, the new patent helps brands prevent ad impressions based on attributes like location, fraud and brand safety.
"Integral's Firewall technology is an important tool for marketers to improve performance and maintain quality control over the brand's image and reputation in the digital world," said Scott Knoll, CEO of Integral Ad Science. "Receiving this patent is important to Integral as it protects our innovation and provides a competitive advantage. We will continue to invent new technologies that empower buyers and sellers of digital media to maximize their presence online with minimum hassle and a cost efficient way."
This kind of proactive offering should help advertisers better control ad spending by ensuring ads are placed with content and websites that hold relevance and quality-standards of the brand.
Image via Shutterstock
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