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BizReport : Advertising archives : May 21, 2015

Ad Roundup: Integrations and new releases to offer more insights

In today's ad roundup upgrades to platforms and new releases should put brands in a better data situation.

by Kristina Knight

First, DoubleVerify has integrated the DV Pre-Bid IQ solution into the Turn hub, giving advertisers with Turn the ability to optimize campaign buying for a better ROI.

"Brand marketers rely on our industry leading digital marketing hub to help them reach their target audiences on appropriate digital content, efficiently," said Mark Balabanian, VP of Business and Corporate Development at Turn. "Through this integration with DoubleVerify, our clients will access MRC-accredited media authentication tools directly in the Turn platform, ultimately curating their optimal media delivery environment and driving better performance."

Rocket Fuel has launched their next-gen AI and modeling system; according to early company results the new solution processes data faster. This, in turn, is impacting campaigns with an average of two-times better performance.

"Rocket Fuel's next generation technology system builds on a very strong foundation of innovation created by a world-class engineering team," said Manu Thapar, SVP R&D at Rocket Fuel. "The ability to automatically process more data faster, using further refined machine learning models, continues to give Rocket Fuel's technology a tremendous advantage over competitive solutions that use simple algorithms and manual optimization. With these improvements, our customers win with better performing campaigns that exceed their goals."

Meanwhile AOL has expanded their mobile appvertising tools into the ONE by AOL platform. The expansion gives app marketers relevant data for both customer acquisition and retention as well as media buying.

"Mobile, particularly within the app environment, is an increasingly important piece of marketers' media spend, and we are excited to expand the options our customers have to tap into that highly engaged audience," said Don Kennedy, President of Advertiser Platforms. "AOL's commitment to an open ad ecosystem allows us to plug in leading partners like Kochava and Tune into the ONE platform, with the ultimate goal of simplifying the technology for advertisers and helping them maximize and measure their marketing return on investment."

And Monetate has launched the Monetate Customer Intelligence Layer; this data offers a wealth of customer touch points which brands can use to interpret customer behaviors. The solution includes profiles, data activation and ID sync, giving brands a more holistic view of their customers.

"Gaining a unified view of the customer is the holy grail of marketing. Traditionally, it's been very tough for brands to achieve this level of clarity and precision. Today, it's more accessible than ever before," said Lucinda Duncalfe, CEO, Monetate. "Whether people are shopping in-store or online, each of their actions should influence the next marketing decision. The innovative strides we've set forth in the Monetate Customer Intelligence Layer make all of this possible."

Tags: advertising, advertising tools, AOL, DoubleVerify, ecommerce, ecommerce tools, Monetate, Rocket Fuel

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