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BizReport : Advertising : August 05, 2014


Ad Roundup: 2 new programmatic solutions soar to market

Programmatic is gaining more ground this week, thanks to two new solutions coming to market. Both Verve Mobile and adMarketplace are pushing programmatic/bidding solutions that should give brands more control over their spending. Here's how:

by Kristina Knight

First, from Verve Mobile, a programmatic direct platform specific to location based ads. Through the platform advertisers can use programmatic bidding to target local-mobile campaigns.

"Verve has always been a pioneer in location-based mobile advertising, and now we're taking it to the next level by breaking new ground with the Verve Direct programmatic platform," said Tom MacIsaac, CEO of Verve. "Now partners and advertisers can access Verve's proprietary mobile Proximity Targeting and Consumer Audience Segments on an automated basis through a robust SaaS platform."

Meanwhile, adMarketplace is launched an algorithmic ad bidding solution called BidSmart. Through the platform advertisers can use performance data to bid on ads using keyword, traffic sources and device type.

"User search, previously concentrated on one major search engine, is now spread across many mobile and web properties" said Jamie Hill, CEO of adMarketplace. "In response, over 60 percent of Google's largest direct response advertisers have turned to adMarketplace to buy high-performing traffic as search behavior changes. adMarketplace's Advertiser 3D with BidSmart platform answers this need by combining the scale of programmatic advertising with the performance of search advertising."

According to eMarketer, search ad revenues are pushing $50 billion worldwide, accounting for about 43% of all online ad revenue. Programmatic search solutions, like BidSmart, are said to bridge the gap between traditional search marketing and search marketing based on apps and specialized online sites like Local.com and Blekko.

Image via Shutterstock

Tags: adMarketplace, advertising, advertising tools, mobile marketing, programmatic advertising, RTB advertising, Verve Mobile










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