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BizReport : Advertising archives : March 02, 2016

Ad Roundup: Personalization key to releases

In today's advertising roundup, a trio of releases that are set to increase the personalization efforts for brands and retailers.

by Kristina Knight

First, AdRoll has rolled out their SendRoll product; the new offering gives email brands access to consumers' buying habits and intent signals from AdRoll's retargeting engine. Emails are send with personalized recommendations, increasing their relevance for shoppers.

"We expect SendRoll to open the floodgates for personalized email marketing in the same way AdRoll did for display retargeting in 2008, and how the IntentMap did for data co-ops last year." said Adam Berke, president and CMO, AdRoll. "Our DNA is in making the most sophisticated programmatic marketing technologies accessible for brands of all sizes. Dynamically personalized email is a perfect example of a technology that can be incredibly effective, but is too complicated to implement and too resource-intensive to gain mass adoption."

Meanwhile, RichRelevance has integrated the Customer Engagement Suite of tools from Starmount into their Cloud platform.

"We are committed to bringing the most innovative technology assets into the independent Relevance Cloud personalization platform," said Eduardo Sanchez, President and CEO, RichRelevance. "Our Starmount partnership reinforces the importance of the physical store as a foundation of omnichannel retail while strengthening the Relevance Cloud with a new touchpoint to guide and support in-store purchases."

And Opera Mediaworks has partnered with Unacast to offer global beacon and location data for retargeting campaigns. This kind of data can be highly valuable to retailers because it increases ad and messaging relevance for shoppers.

"The real value of beacon data is in its accuracy and granularity. Until now, that has simply meant targeting a shopper in the moment, as they walk down the aisle about a nearby product on sale," explains Andrew Dubatowka, Director of Product Strategy, Opera Mediaworks. "With this partnership, marketers can extend the life of that beacon data beyond the confines of the store and, with a detailed understanding of a shopper's interests, apply it in other contexts, such as audience targeting and even ROAS (return on ad spend) measurement."

Image via Shutterstock

Tags: AdRoll, advertising, advertising tools, ecommerce, Opera Mediaworks, personalization, RichRelevance

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