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BizReport : Advertising : July 08, 2015

Ad Roundup: Platforms to increase relevance

In today's advertising round-up a trio of announcements setting online brands up for better engagement through translation, experience and relevance.

by Kristina Knight

First, Evergage has launched a multivariate testing infrastructure, giving brands the ability to test multiple website and app changes to determine which will have the biggest impact on customers. The new MVT option allows brands to test content and design as well as form and message combinations; this kind of information can help brands present the most relevant and engaging content to their customers.

"Marketers' digital properties are the primary channels to engage prospects and customers today, and there is great power in being able to simultaneously test various section changes as you personalize content," said Karl Wirth, co-founder and CEO of Evergage. "Testing and measurement help marketers have more confidence in knowing they've optimized their website for achieving specific objectives, and raises the bar for personalizing digital experiences and engagement in real time."

And Cxense has completed their acquisition of ad optimization hub Maxifier. The acquisition will allow Cxense customer to access Maxifier's ADMAX and ADMAX Trade.

Ståle Bjørnstad, CEO of Cxense said, "The Maxifier ad optimization products are a great fit for Cxense and we are pleased to offer an expanded product portfolio to new and existing customers of both Maxifier and Cxense alike. Cxense is making great strides ahead, not only towards the media industry but also to e-commerce and brands as well. With the acquisition of Maxifier, we're looking forward to maxifying our reach."

Meanwhile, Smartling has launched their translation connection cloud platform. Using the Translation Connector for Adobe Experience Management 6.1 platform marketers can ensure their content is not only translated but localized to have the maximum relevance to consumers.

"When we released our first Connector for Adobe CQ 5.4 in early 2014, it gave CQ users translation functionality never before possible," said Andrew Saxe, senior director of product at Smartling. "We are thrilled to be among the first partners to support AEM 6.1, and we look forward to bringing the most advanced translation functionality to Adobe's fast-growing base of AEM 6.1 customers, many of whom already use the Smartling platform."

Tags: advertising, advertising tools, advertising trends, Cxense, Evergage, Smartling

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