Ad Operations Online » Reporting

mediaFORGE Challenges Foundations of Clicks & View-through Impressions for Campaign Optimization

Otilia Otlacan — Tue, 07 Feb 2012 13:09:43 +0000

White paper outlines the best and worst metrics for optimizing display media campaigns

SALT LAKE CITY – mediaFORGE, a dynamic display media provider, released a white paper detailing its position on why optimizing campaigns for impressions, post-impression attribution, and click-through rate (CTR) does not give an adequate understanding of campaign performance, and how post-engagement is able to substantiate performance with much more meaningful results.

Given the influx of media coverage around online ad measurement, and the creation of the “Making Measurement Make Sense” (3MS) initiative by IAB, ANA, and 4As, it’s clear that advertisers are consensually dissatisfied with current performance metrics. What’s less clear is how to identify the best solution.

mediaFORGE’s white paper was written to empower advertisers to make the right decisions when exploring campaign metrics amidst the growing clamor of proposed solutions.

“Optimizing campaigns is about much more than identifying a metric to report against,” explains mediaFORGE CEO, Tony Zito. “It also determines the design of your campaign, including who you’re targeting and how. It’s important that advertisers understand the implications of the metrics they choose, and we hope this paper will give them a step in the right direction.”

The full whitepaper can be downloaded from the mediaFORGE website at mediaFORGE.com/resources. Some of the paper’s key conclusions include:

- Limited viewable ad inventory challenges validity of attributed view-through conversions.

- Narrowing target audience to optimize campaigns for clicks leads to substantial opportunity cost.

- Campaigns should be optimized for engagement to maximize yield.

- Tracking ad engagement validates that impressions were viewable.

- Clicks are not the exclusive indicator of purchase intent.

About mediaFORGE

mediaFORGE is a dynamic display media company that delivers a personalized and interactive ad experience designed to capture prospects and increase revenue. Its pioneering shared-revenue model charges marketers according to measured engagement that can be attributed to incremental revenue – never for impressions or view-throughs. With mediaFORGE, online marketers can employ the best aspects of display advertising with a low-risk business model, transparent data reports, and best-in-class account managers, making it the most compelling and efficient paths to optimal return on ad spend (ROAS). For more information, visit mediaFORGE.com.

Aggregate Knowledge DMP Integrates TARGUSinfo AdAdvisor Data and Services

Otilia Otlacan — Tue, 05 Apr 2011 09:20:40 +0000

Offers a Scalable and Privacy-Compliant Solution for Audience Engagement

Scalable, transparent DMP solution helps marketers identify consumers with relevant brand affinities through multiple offerings in a privacy-friendly process

SAN MATEO, Calif. – Aggregate Knowledge, the leading data management platform (DMP) on which the world’s largest advertisers make their digital data and media decisions, and TARGUSinfo, the trusted leader in on-demand insight to the most recognized brands, announced a multi-level partnership that includes integration of TARGUSinfo AdAdvisor data and advertiser’s data assets within the patent-pending AK Platform. The pre-packaged, scalable, and privacy-compliant solution is designed to improve consumer targeting, audience analytics, media buying, and dynamic creative decisioning.

Analytical Targeting of Verified Audiences

Through AdAdvisor, marketers have the opportunity to unlock the power of predictive brand and product affinities and reach consumers most likely to be responsive to their message. The highly scalable AK Platform makes it easy to develop rich performance insights by testing the full spectrum of AdAdvisor elements to identify top performers for the media channel. As a result, marketers can transparently target the best AdAdvisor elements based on how they index to a set of desired responses and how they effectively perform within a particular media context.

“AK is a leading independent data management platform trusted by TARGUSinfo with its AdAdvisor element data,” said David Jakubowski, CEO of Aggregate Knowledge.

“Given its neutral position in the ecosystem, we see AK as a powerful channel for TARGUSinfo to give agencies a transparent and actionable view into the full AdAdvisor data spectrum, including AdAdvisor elements which are not available through data exchanges,” said Ingrid Sanders, Managing Director, Digital Strategy & Partnerships.

Activating Advertiser Assets Online

TARGUSinfo has built the industry’s leading platform to convert a brand’s offline data into anonymous targeting attributes. By using the AK Platform, advertisers can develop greater efficiencies in their digital media spend through a number of key tactics. Together, TARGUSinfo and AK have led clients through planning for a number of different execution tactics, including:

- A telecommunications brand that can exclude an anonymized set of current customers from online advertising campaigns intended to drive new customer acquisition.
- A CPG brand that can translate their anonymous offline segmentation models into targeting criteria to engage with consumers most likely to become customers.
- A financial services brand that can develop rich lookalike audience pools with profitability models based on anonymized customer data.

“This partnership is a win-win-win for AK, TARGUSinfo, and our mutual clients, who can now create custom audience segments based on the offline data assets they own. This data can be applied across ad networks and DSPs without having to worry about data leakage,” said Jakubowski. “With this partnership, mutual clients also get a proven solution that is safe, secure, and extremely scalable.”

“TARGUSinfo and AK have highly complementary offerings, which together provide marketers a powerful opportunity to feel more confident in transitioning brand advertising budgets to audience buying strategies,” said Sanders.

About Aggregate Knowledge

Aggregate Knowledge is an IaaS (Infrastructure as a Service) company delivering the data management platform (DMP) on which the world’s largest advertisers make their digital media decisions. The patent-pending AK™ Platform combines data management and multi-touch attribution to make media accountable and help advertisers, agencies, DSPs, ad networks, SSPs, and publishers manage and exploit all of their data around a single view of the user. The platform automates “trading desk” like features for our customers by bundling hardware, software, tools, training, and science into a single, highly scalable offering.

Aggregate Knowledge is funded by premier venture capital firms Kleiner Perkins Caufield & Byers, DAG Ventures, First Round Capital, and OVP Venture Partners.

More information can be found at www.aggregateknowledge.com.

About TARGUSinfo

TARGUSinfo, the trusted provider of On-Demand Insight® to the most recognized brands, links and delivers 100 billion real-time attributes a year to drive smarter and more profitable customer interactions on the web, over the phone, and at the point of sale. For more than a decade, America’s top brands and most respected companies have turned to TARGUSinfo to enable improved audience targeting, better customer experiences, higher conversion rates, and increased customer lifetime values by using TARGUSinfo identification, verification, scoring, and location solutions. TARGUSinfo offers a complete range of solutions to help organizations make better real-time decisions leveraging patented processes built on a proprietary network of hundreds of data feeds and its unique predictive analytics capabilities. A profitable and privately held company, TARGUSinfo is headquartered in Vienna, Va. with offices in San Diego, Chicago, San Francisco, and New York. For more information, visit www.TARGUSinfo.com.

Seed Corn Advertising Network Selects adConductor to Power Premium Vertical Ad Network

Otilia Otlacan — Wed, 12 May 2010 06:15:53 +0000

Technology Serves as Operating Platform for the Premier Ad Network of Web Sites

BURLINGTON, Mass. – Burst Media, a leading provider of online advertising services, announced the signing of the Seed Corn Advertising Network as a new client of its adConductor™ ad management technology and services. The Seed Corn Advertising Network (SCA Network) has recently formed a premier vertical content network, serving more than 3,400 specialty-content web sites, organized in more than 400 channels. adConductor will provide ad serving and ad management support across this network.

The Seed Corn Advertising Network offers brand advertisers an efficient way to reach audiences online, and offers web publishers the opportunity to monetize their ad inventory with high quality targeted advertising. adConductor will allow The SCA Network to coordinate in a single system the various aspects of ad sales, delivery and campaign management. It will also allow the network to target and optimize ad campaigns to its highly engaged visitors without advertising waste.

“We are looking forward to launching “SCA Networks” – our premium ad network utilizing Burst Media’s Industry leading adConductor ad management and technology platform,” said Andrew Stern, President of Seed Corn Advertising. “In a survey of over 7 different solutions, the adConductor platform stood out as the most innovative and scalable system on the market today. With this move, we now have the ability to offer many new services and technologies to our clients such as full transparency, access to an exchange, re-targeting, network forecasting, custom RFP building tools and industry leading optimization strategies. We hope that this improved technology and more robust platform will help our network grow to the next level and are ready to offer the full suite of products to our base of over 300 advertisers.”

adConductor helps leading online companies deliver the advertising they sell on behalf of their publishers through a rich suite of targeting, campaign management, campaign reporting and billing tools. adConductor is one of the largest independent vendors of ad management technology, serving billions of ads every month on behalf of thousands of websites, ad networks, and other online publishing entities.

“There is an ongoing transformation of the advertising space and sophisticated vertical networks like the ones built by Seed Corn Advertising are taking part in the evolutionary process,” said Sean Keaveny, SVP of adConductor. “Advertising is finally moving toward the content-rich collection of sites that consumers visit and use. Advertisers who capitalize on the opportunities provided with this new approach will break through media clutter and reach the most interested consumers for their offer.”

About Seed Corn Advertising

Founded in 2002, Seed Corn Advertising, Inc (www.seedcornadv.com) is an online ad network and agency delivering over 3 billion impressions per month across its search and display networks. With over 300 advertisers and over 6,000 sites and 200 publishers in its network, Seed Corn Advertising has a robust and International reach and is highly regarded as one of the few one-stop-shops for online companies looking to reach active and qualified consumers at an affordable price. Seed Corn Advertising operates out of Studio City, California. For more information, visit www.seedcornadv.com or call 818-760-3999.

About Burst Media

An online media and technology company founded in 1995, Burst Media (www.BurstMedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst’s extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. The company’s Giant Realm unit represents some of the leading gaming sites that attract males age 18-34. Burst also markets its ad management platform, adConductor™, which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.BurstMedia.com or call 781.272.5544.

Subaru Inks TagMan for Online Campaign Tracking and Analytics Tag Management

Otilia Otlacan — Tue, 04 May 2010 06:10:03 +0000

NEW YORK – TagMan, the one-tag/pixel solution to the problems of online campaign tracking, announced that Subaru of America, Inc has begun to use its tag management system to manage and track online marketing and advertising campaigns running across its main website (www.subaru.com) and dealer network of 550 websites across the US.

TagMan acts as a single, universal tag and interface through which tracking tags and pixels can be deployed to an advertiser’s web site, online marketers can save time and money in the way they track campaigns and see how all online channels are working together. A single TagMan container tag replaces all the tracking pixels on an advertiser web page used to track, for example, natural search, paid search, affiliates, display, email or site analytics. These tags are housed inside the TagMan container and can be managed directly through a browser-based interface.

Subaru is using TagMan as its global ‘container tag’, enabling its media agency, Carmichael Lynch, to track activity from display campaigns and paid and natural search and to see the entire path to conversion (including keywords used) that any user follows when taking action on its main brand website.

TagMan will also allow Subaru to control campaign tags across their dealer network websites according to various regional groupings of campaigns at any given time. Subaru will now be able to add, edit and remove tracking tags more efficiently and manage its future spend much more effectively.

“Subaru has a superb global reputation in the automotive industry. We are proud to have them part of the TagMan family,” says Jon Baron, General Manager “With all tags from all channels sitting in the same system, Subaru and Carmichael Lynch can track the full customer journey and see which channel(s) delivered a particular user. This allows marketing attribution of credit/commission across all online channels. As the company continues to deliver a high number of marketing campaigns, the flexibility and control that TagMan provides will enable Subaru to keep IT costs to a minimum and improve ROI.”

Subaru of America, Inc.. (www.subaru.com) is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation

TagMan (www.TagMan.com), the first independent tag and pixel management system, was built and developed by web analytics pioneer Paul Cook as a solution to the problems caused by the proliferation of website tracking tags and pixel weight. TagMan has revealed that up to 25% of a typical e-commerce advertiser’s affiliate commissions are duplicates. Uniquely, TagMan instantly deduplicates sales and attributes credit in real time across ALL online channels so that for every $1 spent with TagMan, clients can see up to a $9.50 return on their investment. The negative impact of too many pixels on a client’s website (contributing to shopping basket abandonment) drove TagMan’s focus on latency and pixel reduction as a core part of the platform used by clients globally. Clients include online advertisers and agencies in the US and Europe, including Virgin Atlantic, Subaru, Boden, Laura Ashley, Thomas Cook and Alliance & Leicester.

Founded in 2004, TagMan is privately owned and funded and has offices in New York and London. It has received funding from Cambridge Angels and the London Business School E100.

Kantar Media Introduces Internet Ad Network Reporting

Otilia Otlacan — Thu, 29 Apr 2010 06:45:35 +0000

First to offer insight into companies, advertisers and products running on ad networks

Analysis finds more than 7,000 companies advertising on ad networks

New York, NY, April 28 – Kantar Media, the leading provider of strategic advertising intelligence to advertisers, advertising agencies and media properties, is introducing Internet ad network competitive tracking reporting.

With the introduction, Kantar Media will be the only research provider to offer detailed insight into the companies, advertisers and products running on ad networks, and the only source of industry-specific and category-specific ad network trending.

The reporting will be available as data through the company’s Stradegy™ product, which provides competitive multi-media expenditure and occurrence information to media buyers, and Evaliant™ product, which details competitive online advertising intelligence, providing expenditure, occurrence, impressions and creative.

“Advertising networks have emerged as a primary channel for Internet display advertising, enabling advertisers and agencies to reach both wide audiences and targeted demographic groupings. Ad networks have made it possible for site owners to monetize inventory that hasn’t been sold through direct sales channels,” says Mark Nesbitt, president of Kantar Media’s Intelligence sector. “But to date, industry- and advertiser-level trending and data analysis for such networks, as well as insight into the source of such display advertising, has not been available. Our reporting will now enable further growth and utilization of these networks by providing insight into the volume of network advertising running across the 4,500 premier, top-tier and local sites in the U.S. and Canada that Kantar Media monitors.”

“Kantar Media’s ad network impression data will be an invaluable resource for brands and marketers going forward,” said Judit Nagy, Vice President, Market Research, Fox Audience Network. “This pioneering effort to track ad network impression volumes helps express the importance and the maturity of online ad networks in the overall media marketplace.”

Kantar Media’s Internet ad network reporting, which was designed in consultation with agencies, publishers and ad networks, will enable advertisers and agencies to see which brands are running on which networks. Duplication reporting will also allow buyers to better optimize network buys for the greatest reach and efficiency. While the reporting will not reveal network individual site placements, agencies will be able to identify which networks have the highest level of overlap when evaluating flights and campaigns.

The service will allow site owners and media companies to understand which networks have the highest penetration of advertising running within the universe of premier and market sites that Kantar monitors. With this, media companies can target prospects not running on networks – that is, brands paying for premium placements directly through site partnerships – or prospects advertising on ad networks but not with them. Additionally, sellers of advertising will be able to evaluate product categories that may suit available inventory that carries light or no current network activity.

According to Nesbitt, Kantar’s tracking will make it possible to easily view competitive brand network detail to determine who is responsible for the majority of campaigns and make it possible to understand network share across industries, categories, advertisers, brands and products. At release, Kantar Media will be collecting data for 29 networks, with more networks to be added over time.

ANALYSIS OF INTERNET AD NETWORKS

Using a two-month data set (December 2009 – January 2010) that reports ad network impression delivery by product, parent company and category, Kantar Media documented an initial analysis of Internet ad networks.

The analysis found that as a group, the 29 ad networks tracked accounted for 22.1% of total impression delivery across the monitoring base. Publisher direct ad placements had a dominant share of 77.9%, with the top four ad networks accounting for more than 85% of total network impression delivery.

Share of Ad Impression Delivery: Dec 2009-Jan 2010
Publisher Direct, Total	77.9%
Ad Networks, Total	22.1%	100.0%
Fox Audience Network		34.7%
AOL Advertising Network		23.4%
ValueClick		14.0%
24/7 RealMedia		13.6%
All Other Networks		14.3%
Source: Kantar Media

An analysis of the top ten product categories based on total impression delivery, showed that nearly 80% of the impressions for the “Amusements and Events” category were via networks, while some top product categories distributed less than 10% of their ad weight through networks.

Top Product Categories: % Share of Ad Impression Delivery

Product Category (Code & Name)	Ad Network	Publisher Direct
Grand Total, All Product Categories	22.9%	77.1%

Financial Products & Services	12.9%	87.1%
Telecommunications Providers/Services	23.3%	76.7%
Television & Cable Television	2.2%	97.8%
Internet Communications, Content Providers, Portals, Search Engines	21.9%	78.1%
Cars & Light Trucks, Factory	11.3%	88.7%
Amusements & Events	79.9%	20.1%
Fitness & Diet Programs & Spas	6.5%	93.5%
Organizations	26.4%	73.6%
Consumer Electronics, Sport, Toy, Hobby Retailers	10.8%	89.2%
Games	31.0%	69.0%
Source: Kantar Media

Kantar Media’s analysis of ad network monitoring data identified more than 7,000 parent companies that placed ads through the 29 networks tracked during the December-January period. However, a select group of just ten companies accounted for more than 40% of all network-delivered impressions.

That represented a higher concentration than the publisher direct segment where the top ten companies accounted for about one-third of all impressions delivered via that channel. The top ten network advertisers are a mix of large blue-chip companies and smaller, less well-known firms.

The top ten publisher direct advertisers include prominent internet marketers. The tables below show the Top Ten rankings for each of these segments. The percentages are each company’s share of total segment impressions. There are four companies common to both lists.

Top Parent Companies Ranked on Ad Network Impressions
Rank	Parent Company	% Share
	All Companies, Total Ad Network Impressions	100.0%

1	Victory Records	10.8%
2	Zynga Inc	6.8%
3	Sprint Nextel Corp	4.7%
4	Privacy Matters (FreeCreditReport.com)	4.1%
5	AT&T Inc	3.4%
6	Fuji Heavy Industries (Subaru) Local Dealers	3.3%
7	Carlson Cos Inc	2.0%
8	Dell Inc	2.0%
9	Ad Council	1.8%
10	Verizon Communications Inc	1.7%
Source: Kantar Media

Top Parent Companies Ranked on Publisher Direct Impressions
Rank	Parent Company	% Share
	All Companies, Total Pub Direct Impressions	100.0%

1	General Electric Co	7.5%
2	AT&T Inc	6.9%
3	TD Ameritrade Holding Corp	3.3%
4	Artal Group (Weight Watchers)	2.9%
5	Scottrade Inc	2.4%
6	Privacy Matters (FreeCreditReport.com)	2.4%
7	Verizon Communications Inc	2.3%
8	Zynga Inc	1.8%
9	General Motors Corp	1.6%
10	Experian Group	1.5%
Source: Kantar Media

85% of the network-delivered impressions in the data set flowed through just four of the 29 ad networks. This implies that individual advertisers and products concentrate their network buys on a small number of these entities.

Kantar Media also analyzed ad network activity for each product by the Top 100 parent companies by internet ad spend to identify how many individual networks were used.

The results showed 56% of the products used exactly one ad network. Only 17% of products used more than four networks. The mean was just 2.3 networks out of the pool of 29.

The full ad network analytics and trends report is available at: http://www.kantarmediana.com/Ad-Networks-Analytics.php

About Kantar Media
Established in more than in 50 countries, Kantar Media enables exploration of multimedia momentum through analysis of print, radio, TV, internet, social media, and outdoors worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences and TGI & Custom. Combining the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insights to more than 22,000 customers around the world. www.KantarMediaNA.com

Global Launch for ADTECH’s Analytics Solution

Otilia Otlacan — Tue, 27 Apr 2010 06:30:34 +0000

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.”

About ADTECH

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.

About AOL

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.

Netmining Unveils SiteInsightsSM Analytics Dashboard for Advertisers

Otilia Otlacan — Thu, 15 Apr 2010 06:15:55 +0000

New Tool Provides Marketers with Transparency into the Audience Data Powering Their Targeting Campaigns

NEW YORK – Netmining, a leading provider of audience targeting solutions, announced the release of SiteInsights, a powerful dashboard that provides advertisers with real-time access to insights on their website audience and the key marketing analytics that can enhance their conversion optimization efforts.

Netmining advertisers can use SiteInsights to gain an “under the hood’ view of their site visitor data which is gathered by the same tag that powers their display advertising campaigns. Armed with this data, advertisers and their agencies can gain an enhanced knowledge of customer behavior on their website to help inform conversion strategies and marketing programs.

The reports available in SiteInsights allow marketers to understand important KPIs, such as Netmining’s True Interest profiling scores by visitor, total site visitors and visits, recency and frequency of visits, entry and exit pages, top referring sites, the most popular products and pages on a site and more. For example, a marketer might use the “Score per Referrer” feature in SiteInsights, which overlays Netmining’s True Interest score for each visitor over traffic data from referring URLs, to understand which websites drive not only the most traffic, but the most qualified traffic with the highest propensity to convert.

“Through focus groups with industry leaders and listening to our customers, we learned that advertisers desire more transparency, as well as actionable and clear insights into the data powering their targeting campaigns,” said Will Margiloff, Chairman of Netmining. “Netmining consistently achieves the best performance compared with other targeting networks because of the deep audience behavior data we gather and use to optimize campaigns – now we’re also able to offer marketers real-time insight into the analytics driving this performance.”

This new offering cements Netmining’s commitment to providing unparalleled value to its clients above and beyond exceptional campaign performance.

“Netmining continues to be a highly valued partner who consistently achieves great results for our clients, and helps bring new, innovative ideas to the table,” said Rick Martira, Senior Manager, Digital at Singer Direct. “The release of SiteInsights is proof of their continued commitment to providing more value to marketers and their agency partners.”

Select Features within SiteInsights:

Score per Referrer: View the volume and quality of traffic driven to a site by referring URL.

Heat Map: Understand interest levels by product and product category on a site.

Page View Insights: Gain a deeper perspective into how visitors are engaging with each page of the site.

Transition Behaviors: Learn how visitors are behaving as they enter and exit the site.

About Netmining

Netmining is a global provider of audience targeting solutions that are proven to increase conversion rates across websites, online advertising and email programs. With a real-time profiling engine that understands each individual’s interests and buying propensity, Netmining enables companies to deliver highly relevant and personalized interactions across the entire customer lifecycle.

Netmining solutions are used by marketers, system integrators and agencies across Europe, Asia and North America including Fiat, General Motors, Danone, Borders and Red Roof Inn. More information can be found at http://www.netmining.com/ or by following us on Twitter at @netmining.

BrandVerity Unveils AdSense Ad Monitoring Service

Otilia Otlacan — Tue, 06 Apr 2010 07:35:08 +0000

PoachMark’s AdSense Monitoring Gives Marketers an Unprecedented Ability to Monitor Affiliate Use of Their Trademarks in the Largest Contextual Advertising Network

SEATTLE – BrandVerity (www.brandverity.com) announced that PoachMark, BrandVerity’s pay-per-click (PPC) ad monitoring service, now monitors PPC ads run on the AdSense network.

PoachMark’s monitoring agents now monitor a number of high-traffic websites that display AdSense ads. Advertisements that meet criteria specified by PoachMark customers are flagged, filtered and alerted on. While AdSense monitoring has been available to select PoachMark subscribers for several months, it is now available to new accounts.

“As our clients have driven unauthorized affiliates out of the major search engines, we have seen the same affiliates resurface purchasing AdSense ads instead,” said David Naffziger, BrandVerity CEO. “This addition to PoachMark greatly enhances brand owners’ ability to monitor and manage unauthorized affiliate activity.”

AdSense monitoring is included with paid PoachMark subscriptions at no additional cost. For more information about BrandVerity and a free trial of the PoachMark service, go to www.brandverity.com.

BrandVerity provides technology solutions to brand owners to combat trademark abuse and advertising fraud. The company’s first product, PoachMark, provides unparalled insight into the search activity of affiliate marketers, giving brand owners a tool to ensure compliance with their search policies and recover fraudulent commissions. BrandVerity was founded in 2008 and is based in Seattle, Washington. For more information, visit www.brandverity.com.

comScore Announces Availability of Media Metrix 360 Reporting Methodology for Markets in Asia-Pacific Region

Otilia Otlacan — Mon, 15 Mar 2010 07:00:37 +0000

MediaCorp Signs as First Client in Asia to Implement Media Metrix 360 – comScore’s Solution for 100 Percent Measurement of a Site’s Audience, Including Usage from Internet Cafes and Mobile Devices

Singapore City, Singapore – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, announced the introduction of the Media Metrix 360 unified digital audience measurement solution in the Asia-Pacific region. The new service combines comScore’s proprietary Internet user panel, which measures people’s online behavior from home and work computers, with Web analytics data obtained from site server data to provide a harmonized approach to audience measurement and a uniquely comprehensive measure of Internet usage, including traffic from Internet cafes and mobile devices, which are both significant drivers of Web usage in this region.

“In the rapidly-evolving digital world, accurate and accountable metrics are increasingly important for growth, profitability and transparency across the Web,” said Oliver Tan, Vice President Interactive Media at MediaCorp, the first organization in Asia to adopt the Media Metrix 360 measurement. “Media Metrix 360 provides a comprehensive audience measurement solution that we at MediaCorp are looking forward to as the future standard for digital audience measurement in the Asia-Pacific region.”

Media Metrix 360 Reconciles Panel Data with Web Analytics Metrics
Media Metrix 360 eliminates the long-standing confusion about the differences between publishers’ Web analytics metrics and the people-based estimates reported by third-party panel databases. comScore has developed a proprietary methodology to combine data from its stand-alone panel of Internet users with Web analytics metrics in a manner that eliminates the overstatements of unique visitors in Web analytics data caused by factors such as cookie deletion, cookie rejection and non-user requested traffic so as to provide the accurate people-based audience reach data that are needed by advertisers and their ad agencies.

In order to speed the implementation of the unified measurement approach, comScore has partnered with Omniture, an Adobe company and a leading provider of online business optimization software. This relationship between Omniture and comScore enables organizations to unify their Web analytics and panel-based audience measurement information, providing more comprehensive and consistent reporting. With the combined offering, publishers and advertisers will also be able to automate data integration and reconciliation, eliminating the need for publishers to implement multiple time-consuming data collection methods on their Web sites and thereby reducing the labor-intensive steps needed to deliver unified audience measurement.

“The partnership between Omniture and comScore provides publishers with a deeper understanding of audience reach and advertisers with the intelligence needed for more effective media planning,” said Marc Gagne, Senior Director, Omniture Business Unit, Asia-Pacific. “Having a unified platform for digital audience measurement will lead to better media planning and more personalized experiences for consumers both in Asia and across the globe.”

Unified Cross-Platform Audience Reporting
A newly developed comScore “universe report” will provide unique visibility into Internet usage across key platforms, encompassing access to Web sites from mobile devices and computers outside of home and work locations, including Internet cafes. This new service combines person-level measurement with Web site server metrics to account for 100 percent of a Web site’s total audience, and Media Metrix 360’s tracking of mobile devices will include WiFi browsing, a segment of traffic not currently captured in mobile operator log data. The “universe report” is of particular importance in Asia where there is not only a high level of public computer usage, but where mobile Web usage is also significantly higher than in other parts of the world. Publishers will now have the ability to obtain third-party accounting from comScore of these critical segments of their audiences.

“comScore Media Metrix 360 is a significant innovation in audience measurement and we are confident this service will revolutionize the digital measurement landscape in the Asia-Pacific region,” said Will Hodgman, comScore executive vice president for the Asia-Pacific region. “Through this unified approach, comScore and Omniture are bringing the industry a more comprehensive accounting of the digital media universe and providing the Web with a global measurement currency for online advertising. The results will be improved digital transparency and accountability and greater facility in transacting in this new media environment.”

comScore’s Media Metrix 360 reporting will be rolled out into all Asia-Pacific country reports in the first quarter of 2010. Media Metrix 360 reporting is currently available in the United States, Canada and select markets in Europe and Latin America.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Omniture Announces Display Advertising Solutions for Increased Return on Ad Spend

Otilia Otlacan — Mon, 08 Mar 2010 07:45:35 +0000

Omniture Expanding Online Marketing Suite with New Display Targeting Solutions for Advertisers and Publishers; Working with Leading Display Ad Service Providers

SALT LAKE CITY – Omniture Summit 2010

Omniture, an Adobe company (NASDAQ:ADBE) and a leading provider of online business optimization software, announced several new solutions to help advertisers and publishers easily segment and target critical audiences with display advertising. This set of solutions will allow advertisers to acquire high-value visitors, remarket to previous visitors based on past behavior and dynamically serve targeted ad content.

“Expanding our measurement and optimization capabilities into display advertising is a natural next step for the Online Marketing Suite,” said Josh James, senior vice president and general manager, Omniture Business Unit. “Omniture will continue to add new capabilities to the suite and enter new areas of online marketing to help our customers personalize every aspect of their digital initiatives.”

Display Targeting Solutions for Advertisers

Remarketing Through Display Ads

Omniture SiteCatalyst customers will be able to increase ad efficiency and drive return on ad spend (ROAS) using secure data syndication to automate the sharing of their aggregated and anonymous data with ad networks. Omniture is partnering with leading ad networks and services to provide a solution that will help customers easily find and remarket to past visitors. The partnerships Omniture is developing include: 24/7 Real Media, FOX Audience Network, Tribal Fusion, Traffic Marketplace, and Collective – The Audience Engine. The company is also teaming with digital advertising technology company the Rubicon Project. This solution will be gradually introduced over the coming months.

“With more advertising dollars moving online and resources being spent on display advertising, we are excited to partner with Omniture to enable their customers with more intelligent marketing optimization,” said Raj Chauhan, vice president of global demand, the Rubicon Project. “Through the integration, by leveraging the audience reach of the premium publishers on our REVV™ platform and the rich visitor profile data within Omniture SiteCatalyst, joint clients will be able to serve users with relevant messaging. This optimization strategy will directly result in increased ROI for display campaigns through targeted brand awareness and increased customer retention.”

Dynamic Ad Targeting & Optimization Using Omniture Test&Target

This solution will allow customers to dynamically generate display ads that personalize messaging and offers for increased conversion on the advertiser’s Web site. Marketers will be able to use anonymous visitor attributes to generate an infinite variety of ads and test creative content to present visitors with the most engaging creative assets. The solution will also leverage built in ad-sequencing and frequency capping capabilities that will increase campaign efficiency for advertisers.

“As a media agency we see tremendous value in enabling advertisers to easily create relevant and engaging display ads to mirror the targeted and optimized visitor experience on their own Web sites,” said Stuart Watson, vice president of emerging media and technology, Camelot Communications. “With Omniture’s offering for dynamic ad targeting and optimization, advertisers will gain unprecedented control to continually fine-tune their display ad campaigns, increasing engagement and conversion.”

Expanded Genesis Partnerships with Leading Ad Servers for Enhanced Display Ad Reporting

Omniture is expanding Genesis partnerships with leading ad servers. The full set of partnerships include: Eyeblaster, DoubleClick for Advertisers, Microsoft Atlas, APT from Yahoo!, PointRoll, Mediaplex, Adform, EyeWonder and D. A. Consortium. These partner integrations offer advertisers increased insight into their ROAS by tying on-site conversion metrics from SiteCatalyst – such as revenue generated, leads generated, or products sold – directly to standard ad server metrics – such as impressions, clicks, interaction rates or view-throughs – obtained through a display ad server.

“Eyeblaster is committed to utilizing intelligent technology and data to deliver better results for advertisers,” said Gal Trifon, CEO and co-founder at Eyeblaster. “Through Genesis, our integration with SiteCatalyst offers advertisers visibility into campaign performance by audience segments and improves their display targeting strategies with deeper intelligence for use in future campaigns.”

Display Targeting Solutions for Publishers

This solution lets publishers segment their ad inventory using SiteCatalyst data to increase the relevance of display ads served to specific audiences through 24/7 Real Media’s Open AdStream platform. Omniture is enabling publishers to sell targeted ad inventory and increase ad revenue by easily segmenting and targeting display ad inventory based on SiteCatalyst behavioral metrics (such as content accessed, videos watched, articles read, etc.), demographic or geographic information. This solution also provides publishers with valuable insights about their display advertising business, informing them of which content is effectively driving advertising revenue, which visitors are the most valuable, and how well they are monetizing their site.

“24/7 Real Media, through its Global Web Alliance, provides industry leading technology and targeting through Open AdStream,” said Nicolle Pangis, vice president, product management – global media and technology, 24/7 Real Media. “Further enhancing our existing integration with Omniture, we are pleased to be a key partner in Omniture’s expansion into display targeting optimization solutions which will help marketers leverage their existing data to better reach the right audiences through the Web Alliance.”

About Omniture, an Adobe company

Omniture, a business unit of Adobe Systems Incorporated, is a leading provider of online business optimization software for managing and enhancing online, offline and multi-channel business initiatives. Hosted and delivered via on-demand subscription service and on-premise solution, Omniture software enables customers to capture, store and analyze information generated by their Web sites and other sources, providing business insights into the performance and efficiency of marketing and sales initiatives and other business processes. For more information, visit www.omniture.com.

About Adobe Systems Incorporated

Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.

© 2010 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe logo, Omniture, the Omniture logo, Omniture Online Marketing Suite, Omniture SiteCatalyst, Omniture Test&Target and Omniture Genesis are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners.

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