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BizReport : Advertising archives : May 29, 2015

Ad Roundup: New tools to track, serve ads

In today's advertising roundup: three new releases to help brands better optimize their ad spend while ensuring campaigns are seen by customers.

by Kristina Knight

First, Headway Digital and WSI have partnered on a new platform that offers programmatic buying solutions to global advertisers. Through the partnership, global brands can access multi-channel programmatic, no matter their size.

"Headway Digital offers the most sophisticated multi-channel programmatic marketing solutions in the world," said Mark Dobson, Cofounder and CEO of WSI. "This partnership allows WSI Consultants to further enrich their position as full service digital marketing agencies to brands all over the world, enabling them to acquire new customers via highly focused programmatic campaigns."

And, Marin Software has launched their Budget Optimizer tool; the new tool offers brands the ability to predict search spend levels both weekly and monthly, thereby optimizing their spend and better controlling their budgets.

"Marketers running large-scale digital advertising programs have long struggled to manage budgets because they have no clear way to understand how shifting their spend would impact ROI at the campaign, folder, or global level," said Matt Ackley, CMO of Marin Software. "With Budget Optimizer, marketers no longer need to 'guess' how budget changes will impact ROI; they now have a powerful, predictive analytics tool that provides insights into possible budget changes to make and when, and in which parts of their paid search portfolios to make those changes. It also lets them make those changes with one click."

Meanwhile, Ooyala is adding viewability to the toolset they offer marketers. Their new tool, part of the Ooyala Videoplaza suite, uses viewability measurements for publisher and broadcast brands to determine if ads were seen. From there, brands can better plan campaigns, getting the best ROI for their ad dollars.

"The industry will see a major flight to quality for video advertising in 2015, of which viewability and measurement will be major components. It's a natural next step as the market scales and matures," said Sorosh Tavakoli, senior vice president of ad tech for Ooyala. "Most notably, viewability metrics eliminate much of the angst advertisers have around fraud and ambiguous impressions. Delivering measurement based on true engagement provides a new level of trust and transparency, and that will ultimately help move major advertising budgets online."

Image via Shutterstock

Tags: advertising, advertising tools, advertising trends, Headway Digital, Marin Software, Ooyala

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