The Advertiser version of AdGear serves billions of ad requests per month on behalf of some of the world's largest brands. Media planners have a lot on their plate - and our goal is to make their life easier. Integration of traditional ad serving with AdGear Trader, our Demand-Side Platform, provides additional flexibility and firepower.
WEB ANALYTICS INTEGRATION
The web-old problem: the advertiser uses a web analytics service and needs to precisely measure the impact of third-party campaigns on their traffic. And they need it by placement, network and format at the very least. AdGear completely automates passing of all campaign information to the analytics engine, be it Google Analytics, Omniture, Visual Sciences, Unica, or CoreMetrics.
MANAGING OVER AND UNDERDELIVERY
A lot of the problems with third party delivery are associated with publishers and networks incorrectly pacing placements. AdGear alerts users by showing which partners are lagging or overdelivering. The system's activity minifeed allows to filter out alerts by severity of the problems, as well as see all other planner team activity such as changes to creative, new campaigns going live, and more.
Industry-first LATCH trafficking system generates personalized, secure access for publishers and ad networks which allows them to copy/paste or download tags and insert the correct clicktracker and cachebuster tokens depending on their first-party ad server. The LATCH page can also be used by media partners to verify delivery numbers, making sure that there are no discrepancy issues. Creative preview also permits publishers to make sure that the creative complies to their standards.
RIPPLE RICH MEDIA TOOLKIT
With AdGear, there is no need for yet another rich media platform. The Ripple toolkit offers Flash developers all the right tools to develop rich, immersive creative. Whether it's for an expandable, push-down, catfish, top-layer, video or audio creative, Ripple has all the templates that make it easy and efficient to come up with the right code. Macros allow to include any and all kinds of measurement of multiple clicks, interactions, time spent and more. Technical documentation on Ripple is available at our documentation site. The platform is certified for rich media by AOL, MSN, Google, Yahoo! and other premium publishers. Other formats, including HTML5, are also made possible by the system.
Every campaign running in the system automatically measures which impressions are actually seen by users, as opposed to simply served by an ad server. And if the ad is served below the fold but the user still scrolls down to see it, well, we'll measure that too. The real-time reporting engine provides more visibility as of where exactly the impressions are being served. The list of URLs appears as soon as you start the real-time report, allowing to spot inconsistencies and flat-out violations of publisher contracts. Geographic delivery is also part of standard audit reporting, showing which geographical areas the impressions were served to.
Zooming in on events that have generated a conversion for the advertiser means that reporting needs to go beyond display campaigns. AdGear's attribution analytics allow to bridge Search events with Display's impressions and clicks, taking into consideration frequency, recency and relative weight of events in the path to conversion. Both clickthrough and viewthrough conversions can be accounted for. Reports can be made available through Excel pivot tables, allowing media planners to analyzing data at will.
Full support for many levels of targeting is available, including the ability to run multiple ad groups destined for different user segments. Each ad group can serve a series of ads in sequence, weighted or CTR-optimized modes. In addition, AdGear offers a possibility to build audience profiles that can be used for personalization of creative or for further retargeting.
BILLING & CONSOLIDATION
All things relating to invoicing can get complicated. AdGear plays well with other third-party systems, easily allowing to export data out. In addition to publisher reports allowing to dig deep into how much ad spend when to whom, a Metronome module can also significantly facilitate client billing by keeping track of maximum ad serving fees applicable, overages, and advertiser billable rates.
As the industry increasingly moves towards real-time bidding on online inventory, AdGear supports both modes of operation. The same campaign can have traditional third-party placements together with DSP placements targeting specific user segments. Audience profiling allows for easy retargeting. Since 2009 the platform allows to purchase inventory from the DoubleClick Ad Exchange, AppNexus, PulsePoint, CasaleX, with more integrations currently being under way.