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BizReport : Advertising archives : July 02, 2015

Ad Roundup: Solutions for ads, optimization, mobile work

In today's advertising roundup: three new solutions that may change the way brands use online advertising as well as a change for those in the mobile workplace.

by Kristina Knight

First, Cosmose has launched OMNIcookie in the US; the platform links online ad performance with offline purchases. Through the solution brands can use storefront data to better understand their customer base in the online world.

"Cosmose fixes the broken advertising industry by turning offline stores into websites. Until today, 1.1 million offline retailers in the United States were treated by advertising technology as second-class marketers," said Miron Mironiuk, Founder & CEO of Cosmose. "By connecting online ads with offline sales, the Cosmose OMNIcookie will increase accountability of the $500 billion advertising industry from today's 2% to 30%."

And Rocket Fuel has launched an artificial intelligence cross device optimization option for their Programmatic Marketing Platform. Called Cross-Device, the platform delivers targeted messaging across devices using AI-based optimization to increase the relevance of the content.

"Cross Device is the first step in the next generation of digital advertising, which extends the benefit of programmatic everywhere - across all channels and devices, including wearables, and in the future, the Internet of things and beyond," said Simon Hayhurst, Rocket Fuel's SVP of products and business development. "The days of an advertiser approaching a campaign in a siloed, channel-by-channel and device-centric manner are over, replaced by a significantly higher performing, customer-centric approach that offers the ability to manage across the entire customer journey. With Rocket Fuel's AI-based optimization, marketers can now reach an individual at the moment of influence on the most appropriate device with the right message to achieve their campaign goals."

Meanwhile Marathon Data Systems has acquired Foxtrax GPS and is rebranding to WordWave. The acquisition will reinforce their position in the mobile work space. Foxtrax is a cloud-based fleet tracking hub.

"The Foxtrax products, customer base and team round out WorkWave's mobile-first portfolio," said Chris Sullens, CEO and president of WorkWave, formerly Marathon Data Systems. "Foxtrax is well known for its excellent service and functionality. By integrating Foxtrax's cloud-based solution with Viamente, our leading cloud-based route planning and optimization solution, and our proprietary smartphone apps, we can now provide our 7,000+ clients in the field service and 'last mile' delivery verticals the most powerful, intuitive and cost-efficient solution available in the marketplace. Everything our clients need to gain full visibility into their field operations will be conveniently available in one place."

Tags: advertisting, cookies, Cosmose, ecommerce, mobile marketing, Rocket Fuel, WorkWave

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