NEW YORK – ADTECH, AOL Advertising’s global ad serving solution provider has launched its proprietary, advanced ADTECH Analytics solution. This new product offering provides publishers, advertisers, agencies and ad networks with detailed insight into the performance of ad campaigns, beyond those typically found in standard ad measurement tools.
Dirk Freytag, CEO of ADTECH, explains the impetus behind the creation of the Analytics product: “The need for information and customized reporting for online advertising has risen dramatically in recent months. ADTECH is one of the first providers worldwide to launch an analysis product. It demonstrates the transformation of our technology from an ad server to an advanced business intelligence tool.”
During a six-month test phase, ADTECH collaborated with six customers, globally. International ad network Hi-media was one of the first ADTECH customers to have the chance to extensively test the new product. Frank Erdmann, Hi-media’s International Head of Ad Operations, talks about Hi-media’s experience with the product: “The ADTECH Analytics solution provides us with new options for measurement and reporting. The graphic representations, models etc., enable us to gain more insight into our existing data. Subsequently we are able to significantly increase the efficiency of our daily ad operations.”
Freytag comments: “We’ve invested heavily in this solution to make sure that we got it right – the result is an intelligent analysis tool which looks beyond the results of a single online ad campaign and shows detailed reports, views and long-term trends. It’s exactly what our customers and the market are asking for.”
ADTECH Analytics marks the launch of a suite of such products for ADTECH. Erhard Neumann, COO and Product Director at ADTECH, looks ahead to the future: “Our next step will be to offer simulations and forecasts. The effectiveness of digital campaigns can be easily assessed and decisions on the level of Cost per Transactions (CPTs) can be played through, based on alternative scenarios. We’re moving past the original image of an ad serving provider. The feedback from our trade show appearances and test customers is very good. They appreciate that we are giving them new ways to learn more from their data.”
ADTECH is an international supplier of digital marketing solutions and is AOL Advertising’s ad serving platform. The company’s flagship product is an integrated ad server solution that enables web publishers, ad networks, agencies and advertisers to manage, serve and evaluate virtually any kind of online advertising campaign including display, video and mobile formats. ADTECH’s solution differentiates itself from the competition through its scalable, enterprise-class infrastructure and user-friendly tools, providing users with increased efficiency, reliability and ROI for their online advertising business. ADTECH customers include major players like BSkyB, Hi-media, Gannett and Fox Networks. ADTECH AG is a wholly-owned subsidiary of AOL Inc.
AOL Inc. (NYSE:AOL) is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL’s business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL’s owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL’s consumer offerings.