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BizReport : Advertising archives : January 25, 2016

Ad Roundup: Tools for targeting, budget control

Three new releases into the digital ad space should give brands more insight into their consumer base, and better control over budget. Details in today's ad roundup.

by Kristina Knight

First, UnsubCentral has launched the new Preference Center. The new tool gives brands the ability to let their customers set their own preferences for email contact. Allowing consumers to determine when and why they will be contacted by a brand has been shown to increase engagement.

"This is just the latest feature in the new UnsubCentral, as we continue to roll out new ways to help Fortune 2000 companies leverage the proven, effective email channel to engage with their target consumers," said Todd Boullion, GM of UnsubCentral. "We are looking forward to seeing the positive impact the new Preference Center will have on decreasing email opt-out rates and increasing subscriber retention."

Meanwhile, Vennli has added customer segmentation abilities to their SaaS platform. The new tools include a Heat Map which offers side-by-side comparisons of segmentations.

"The Heat Map addresses questions about how a decision-making point--such as a smartphone's camera quality--stacks up for Millennials versus Baby Boomers, or early adopters versus mass consumers," said Gary Gigot, CEO and co-founder of Vennli. "Having a comprehensive view of this granular intelligence is highly valuable to businesses that serve a range of different groups, so we're pleased to be able to offer it to our customers."

And Yahoo has adding programmatic native ads within the BrightRoll Exchange. The new ads will be available for advertisers DSPs and agency desks and give users the ability to bid on native mobile inventory.

"The prevalence of native ads has skyrocketed, and advertisers and publishers alike are taking notice of its increasing potential," said Tod Sacerdoti, Vice President, Display and Video Ads at Yahoo. "This new offering through the BrightRoll Exchange combines the power of data and technology to give advertisers even more flexibility to buy native the way they want."

Tags: advertising, advertising tools, email marketing, mobile marketing, programmatic ads, UnsubCentral, Vennli, Yahoo

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