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BizReport : Advertising archives : June 18, 2015

Ad Roundup: Partnerships to increase optimization

There is a new partnership and an acquisition that will help brands better optimize campaigns to increase consumer engagement. Details in today's ad roundup.

by Kristina Knight

First, Advance Digital has integrated Maxifier's ADMAX platform; the solution will offer Advance Digital's customers the ability to optimize campaigns across 11 core sites.

"With 11 unique sales teams selling campaigns across 11 sites, trying to efficiently and effectively support and deliver to all our advertiser campaign objectives was becoming a daunting task" said David Rowley, Senior Director, Digital Ad Platform Strategies at Advance Digital. "As a result, we have embraced a total programmatic approach toward optimization by automating 100 percent of the process, so relevant recommendations are immediately implemented for each campaign to improve performance and achieve advertiser goals. Taking this approach has allowed our optimization team to operate at a higher level by providing greater overall support across all our markets in a more strategic-focused manner."

And Connexity has acquired PriceGrabber, a retail lead-gen platform.

"We are pleased to combine forces with one of the most respected lead-generation companies in retail," says Bill Glass, CEO of Connexity. "Our two companies are industry pioneers and putting these exceptional teams together is going to create a powerful retail marketing platform for the future. For consumers, this combination will maximize the breadth and depth of product content within both our comparison shopping sites and our syndication network. For publishers, it will create a simplified solution to get their product content and monetization from a single API or feed, creating efficiency in the channel, and simplifying tracking and reporting."

Tags: Advance Digital, advertising, advertising tools, Connexity, ecommerce, ecommerce tools, Maxifier, PriceGrabber

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