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Enterprise Paid Media Campaign Management Platforms 2015:A Marketer’s Guide

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M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Paid Media Campaign Management Platforms 2015: A Marketer’s Guide

Table of ContentsScope and methodology ........................................................................................................... 2Paid media market overview .................................................................................................... 3

Table 1: Internet advertising market share, first half 2013 vs. first half 2014 ................... 3Table 2: U.S. internet advertising revenue, first half 2013 vs. first half 2014 (in $M) ....... 3

Vendors respond to demand for expanded capabilities .................................................... 3Table 3: Selected paid media market transactions, 2014-2015 ....................................... 4

Point solutions thrive, despite market consolidation .......................................................... 5Table 4: Selected paid media campaign management point solutions ........................... 5

Paid media market trends ......................................................................................................... 7Trend #1: Increasing depth and breadth of mobile management tools .............................. 7Trend #2: Search advertisers, vendors try to keep pace with changing ad formats ........... 7Trend #3: Big Data brings predictive analytics to search ................................................... 8

Enterprise paid media campaign management platform capabilities .................................. 9Multichannel media support ................................................................................................ 9Multichannel attribution ...................................................................................................... 9Bid management and optimization: Intra-hourly bidding ................................................... 9

Table 5: Select paid media campaign management platform capabilities .................... 10App SDKs .......................................................................................................................... 11Predictive analytics ............................................................................................................ 11

Choosing an enterprise paid media campaign management platform .............................. 12The benefits of automating paid media campaign management .................................... 12Enterprise paid media campaign management platform pricing ..................................... 12Recommended steps to making an informed purchase .................................................... 13Step One: Do you need an enterprise paid media campaign management platform? .... 13Step Two: Identify and contact appropriate vendors .......................................................14Step Three: Scheduling the demo ..................................................................................... 15Step Four: Check references, negotiate a contract ........................................................... 16

Conclusion ................................................................................................................................. 17Vendor Profiles ......................................................................................................................... 18

Acquisio ............................................................................................................................. 18Adobe Media Optimizer .................................................................................................... 21Campanja ..........................................................................................................................24DoubleClick Search ........................................................................................................... 27IgnitionOne ...................................................................................................................... 31InsideVault .........................................................................................................................34Kenshoo............................................................................................................................. 37Marin Software ..................................................................................................................41SearchForce .......................................................................................................................45

Resources .................................................................................................................................. 48




Scope and methodologyThis report examines the current market for enterprise paid media campaign management platforms and the considerations involved in implementing paid media management software. This report answers the following questions:

• What trends are driving the adoption of enterprise paid media campaign management platforms?

• Who are the leading players in enterprise paid media campaign management platforms?• What capabilities do enterprise paid media campaign management platforms provide?• Does my company need a paid media campaign management platform?• How much does a paid media campaign management platform cost?

For the purposes of this report, paid media campaign management is defined as software that manages paid search campaigns, as well as other paid digital media such as social and display advertising. If you are considering licensing an enterprise paid media campaign management platform, this report will help you decide whether or not you need to. The report has been completely updated since its February 2014 publication to include the latest industry statistics, developing market trends, and new vendor profiles and product updates. This report is not a recommendation of any paid media campaign management platform or company, and is not meant to be an endorsement of any particular product, service, or vendor.

The companies chosen were selected based on their roles as industry leaders in paid search campaign management software, or their entire revenue comes from paid media campaign management technology and services. For a growing number of vendors, paid media campaign management now includes paid search, display, and social media advertising. We have not included companies that offer paid media campaign management tools as part of a larger offering of services, i.e. larger agencies using proprietary tools, nor have we included companies that focus primarily on paid media bid management software. All are viable options for managing digital advertising, but they fall outside the scope of this report. The report was prepared by conducting in-depth interviews with leading vendors and industry experts. Interviews took place in February and March 2015. These, in addition to third-party research, form the basis for this report.

March 2015Consulting Editors: David Rodnitzky, CEO, 3Q Digital; Ginny Marvin, Paid Media Reporter, Third Door MediaResearch/Writers: Brian Kelly, Principal, Candlewood CreativeWriter: Karen Burka, Senior Research ConsultantEditor: Claire Schoen, VP, Marketing Services, Third Door Media

mailto:http://3qdigital.com/?subject=

http://thirddoormedia.com/

http://thirddoormedia.com/




Paid media market overview Search, mobile, display/retargeting, and social media advertising head up an expanding group of paid digital media that are now being supported by campaign management platforms. Yet despite this proliferation of channels and ad formats, paid search continues to be the foundation for today’s digital marketing strategies. Search revenue reached $9.1 billion in the first half of 2014, a 4% increase over $8.7 billion in the first half of 2013, according to the Internet Advertising Bureau (IAB). Paid search still represents the largest share of the internet advertising pie, with 39% of the market (see Table 1.)

While the rate of growth in desktop search is slowing – paid search rose 7% from the first half of 2012 to the first half of 2013 – mobile search continues to explode. Mobile search revenue, which is included in IAB’s mobile revenue total, reached $2.7 billion in the first half of 2014, compared to $2.5 billion for mobile display, and $103 million for other mobile formats. When desktop and mobile search revenue are combined, paid search revenue totaled $11.8 billion in the first half of 2014 – half of all internet advertising revenue.

As an ad format, mobile now represents nearly one quarter of all internet advertising, with revenue increasing 76% to $5.3 billion in the first half of 2014 (see Table 2).

Vendors respond to demand for expanded capabilities

Advertiser demand for biddable marketplaces is growing as brands seek more accountability in their digital media buys and subsequent return on investments. As the breadth of paid media channels increases, advertisers are also looking for a more holistic view of their campaigns. This includes seamless integration of digital and offline data through interconnected campaigns in search, mobile, display/retargeting, and social media.

Vendors have responded to this demand by expanding their capabilities through acquisitions, product repositioning, and organic growth funded by venture capital (see Table 3).

In March 2015, Kenshoo launched its Infinity Suite, which it has positioned as a full-service paid media suite. The package includes mobile, search, and display modules, as well as predictive analytics for each channel. Kenshoo initiated several transactions in 2014 to enable

Notes: Display related includes banner ads, digital video commercials, rich media, and sponsorships. Effective in 2014, the IAB no longer captures email as an advertising format.

Source: Internet Advertising Bureau

Table 1: Internet advertising market share, first half 2013 vs. first half 2014

43%

30%

15%

6% 4%

First half 2013

Search

Display Related

Mobile

Classifieds &Directories

Lead Generation

39%

28%

23%

6% 4%

First half 2014

Advertiser demand for biddable marketplaces is growing as brands seek more accountability in their digital media buys and subsequent return on investments.




the launch. In April, the company raised $20 million in a Series F round of venture funding led by Bain Capital Ventures. The company then acquired Israeli-based social ad tool Adquant in September 2014 for a reported $12 million, and announced partnerships with Oracle, Atlas, and DataPop to boost its social media and cross-device campaign management.

Marin Software, which raised more than $100 million in a March 2013 IPO, acquired Perfect Audience, a display and retargeting tool, in July 2014 for $23 million. In February 2015, Marin also bought Facebook ad platform SocialMoov for a reported $21 million in cash and stock.

Google bought attribution tool Adometry in May 2014, and renamed it Adometry by Google.

After initiating a $34 million management buyout from parent company Dentsu in July 2013, IgnitionOne used 2014 to raise new capital and make several acquisitions. The company closed a $20 million Series B round of funding in June 2014, and in August purchased Human Demand, a mobile demand-side platform (DSP). Earlier, in March 2014, IgnitionOne acquired data management platform (DMP) Knotice.

Campanja, a newcomer to this report, expanded its product offerings after receiving $5 million in Series A funding in February 2014, led by Hoxton Ventures and DFJ Esprit. Campanja’s technology now includes high-frequency tracking, bidding, and predictive modeling to improve paid media campaign management efficiency.

Note: Display related includes banner ads, digital video commercials, rich media, and sponsorships.Source: Internet Advertising Bureau

Table 2: U.S. internet advertising revenue, first half 2013 vs. first half 2014 (in $M)

Search

Rich media

Banner ads

Mobile

Classifieds and directories

Lead generation

Total

Display related

Sponsorships

Digital video commercials

Ad category

$8,728

$640

$3,780

$3,038

$1,291

$853

$20,066

$6,078

$351

$1,307

First half 2013

$9,081

$694

$3,917

$5,333

$1,307

$911

$23,091

4%

8%

4%

76%

1%

7%

15%

$6,459

$366

$1,481

6%

4%

13%

First half 2014 % Change




Point solutions thrive, despite market consolidation

Despite some market consolidation due to acquisition, point solutions play an important role in the paid media market as enterprises seek best-of-breed tools to use in conjunction with their campaign management platforms, and small and mid-size businesses (SMBs) look for affordable options to manage singular paid media tasks such as attribution; ad text, keyword and bid optimization; and PLAs and product ads on Google Shopping and Bing Shopping (see Table 4).

Display/retargeting tool Criteo expanded its capabilities by acquiring DataPop in February 2015, while keyword optimization tool WordStream bolstered its efforts to remain independent by raising $9 million in Series C financing in July 2014. Several point solutions were acquired by enterprise content marketers to bring selected campaign management capabilities in house. For example, in May 2014, WalmartLabs bought PLA management tool Adchemy, while AOL purchased attribution tool Convertro.

Source: Third Door Media

Table 3: Selected paid media market transactions, 2014-2015

February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition

Series B venture round

Acquisition

Series F financing

Bought Facebook ad platform SocialMoov for a reported $21 million in cash and stock.

$20 million Series B round led by SoftBank Capital.

Terms not disclosed for acquisition of mobile DSP Human Demand.

$20 million Series F round led by Bain Capital Ventures.

Acquisition

Acquisition

Acquisition

Bought Israeli-based social ad tool Adquant in September 2014 for a reported $12 million.

Terms not disclosed on acquisition of attribution tool Adometry.

$23 million purchase of Perfect Audience, a display and retargeting tool.

Transaction Details





Table 4: Selected paid media campaign management point solutions

Ad text optimization and testing

Keyword optimization

Bid optimization

Attribution

PLAs/Shopping campaigns

Display/Retargeting

Paid media tactic

AdAlysisAdBasisBoost Media

WordStream

adCoreOptiMine

C3 MetricseBay Enterprise AttributionMarketShareVisual IQ

AdlucentChannel AdvisorChannel Intelligence(by Google)Merchant AdvantageProductsup

AdRollChangoCriteoMagneticRetargeter.comRocket FuelSimplifiTellApartTriggit

Vendor

www.adalysis.comwww.adbasis.comwww.boostmedia.com

www.wordstream.com

www.adcore.comwww.optimine.com

www.c3metrics.com www.ebayenterprise.com/marketing_solutions/attribution/www.marketshare.comwww.visualiq.com

www.adlucent.comwww.channeladvisor.comwww.google.com/ads/channelintelligence/

www.merchantadvantage.comhttp://productsup.io

www.adroll.comwww.chango.comwww.criteo.comwww.magnetic.comwww.retargeter.comwww.rocketfuel.comwww.simpli.fiwww.tellapart.comwww.triggit.com

Details




Paid media market trendsThe enterprise paid media campaign management market is being driven by a number of important trends, including:

1. Increasing depth and breadth of mobile management tools.2. Search advertisers, vendors try to keep pace with changing ad formats. 3. Big Data brings predictive analytics to search.

The following sections discuss each of these trends in more depth.

Trend #1: Increasing depth and breadth of mobile management tools

With one quarter of all search inquiries now coming from mobile devices – according to BIA/Kelsey – accurate and efficient management of mobile search bidding, tracking, and measurement is a necessity for search marketers.

Previously, paid media campaign management platform vendors re-engineered their software to optimize bid multipliers for mobile keywords. Several 2014 platform releases featured tools such as “Mobile Bid Adjustments” to more accurately automate the mobile bid multiplier that search advertisers could use in their Enhanced Campaigns. Other platforms incorporated new optimization software to identify the influence of mobile keywords on desktop and tablet CPCs to allow advertisers to place more cost-effective bids.

Vendors have become more aggressive, however, viewing mobile capabilities as a key differentiator in what is becoming a consolidated paid media campaign management software market. In August 2014, IgnitionOne acquired Human Demand, a mobile demand-side platform (DSP), which enables its clients to do programmatic buying specifically for mobile.

Adobe, Marin, and Kenshoo are among vendors that now offer software developer kits (SDKs) that extensively track in-app transaction, usage, and conversion data, and link it to source keywords and ads. SDKs facilitate mobile measurement, including more accurate channel attribution modeling.

Geographic targeting also has become more sophisticated. Among the features available are radius-level geo-targeting to create, manage, and optimize local campaigns; as well as location-specific analytics and bid modifiers for manual or algorithm-based optimization. The goal is to implement dayparting strategies that more accurately engage mobile consumers with relevant ads at optimal times.

Trend #2: Search advertisers, vendors try to keep pace with changing ad formats

Enhanced Campaigns, Google Shopping PLAs and Local Inventory Ads, Bing Shopping Ads, Google Voice, Yahoo Gemini, Remarketing Lists for Search Ads (RLSAs), App Engagement Ads, Dynamic Search Ads, Call-Only Ads – search ad formats continue to evolve. Industry experts estimate that for some retail brands, Google Shopping PLAs now comprise as much as 30% of digital marketing budgets. PLAs appear in their own box on Google search results pages above or to the right of organic search results. Search results on Google Shopping are built on PLAs and allow shoppers to compare and purchase products directly from their store on the site.

Vendors have become more aggressive, however, viewing mobile capabilities as a key differentiator in what is becoming a consolidated paid media campaign management software market.




Behind many of these changes is a fundamental shift from keyword-focused search advertising to device-neutral, audience-driven campaign decision making. RLSAs, for example, combine visitor website behavior with subsequent search queries on Google. Advertisers can customize search ad campaigns for people who have previously visited their sites, and tailor bids and ads to those visitors when they’re searching on Google.

Yahoo introduced Yahoo Gemini, an ad marketplace for mobile search and native advertising, in February 2014. Available through the Yahoo Ad Manager, Yahoo Gemini allows search advertisers to buy, manage, and optimize their mobile search and native ad spend in a unified marketplace.

Campaign management platform vendors have responded by increasing their support of multiple search ad formats. Several vendors profiled in this report offer shopping campaign support for both Google and Bing, as well as Google Shopping management capabilities that leverage bidding and semantic optimization. Product feeds have become integral to this process, with vendors offering feed-driven solutions that connect with backend inventory systems to automatically create ads based on in-stock products and seasonal pricing and promotions. More vendors offer DMP integration (or a built-in DMP) to facilitate segmentation and intent-based audience building.

Trend #3: Big Data brings predictive analytics to search

The proliferation of search ad formats and channels has resulted in search marketers collecting, measuring, analyzing, and reporting on more data than ever before. Both marketers and paid media campaign management platform vendors are looking to machine learning in the form of predictive analytics to unlock the opportunities – and challenges – that Big Data has brought with it.

For example, predictive, real-time bidding for Google’s Enhanced Campaigns now automatically optimizes bids by location, time/seasonality, and device at both the ad group and campaign levels. Some vendors offer predictive real-time bidding based on inventory changes and/or revenue capacity. Bid modifiers also are rapidly changing, with dimensional modeling by device, geography (location), audience, time of day, and day of the week becoming available through paid media campaign management platform vendors.

Marketers and vendors also are focused on optimizing their paid media mix through the creation of “customer-level data stores.” By combining and analyzing first- and third-party data from publishers, data sellers, and marketers’ internal CRMs, vendors are using predictive media models to maximize client ROI in each paid media channel.

Selected introductions of search ad formatsMarch 2014: Product Ads (Bing)

February 2014: Yahoo Gemini

July 2013: Google AdWords accounts transitioned to Enhanced Campaigns

June 2013: Google RLSAs

October 2012: Google Voice (for iOS)

October 2012: PLAs (Google)

May 2012: Google Product Search becomes Google Shopping





Enterprise paid media campaign management platform capabilitiesVirtually all enterprise paid media campaign management platforms now offer a core set of paid media tools and capabilities that focus on:

• Automated bid management and optimization;• Multichannel attribution models;• Campaign and creative optimization; and• Campaign performance analytics and reporting.

The platforms begin to differentiate by offering more advanced capabilities that include – but are not limited to – the following:

• Intra-hourly bid adjustments;• Multichannel media support and data integration;• SDKs for mobile app tracking; and• Support for multiple search ad formats (i.e., PLAs, RLSAs, Google Voice).

The following section discusses some of these capabilities and the key considerations involved in choosing an enterprise paid media campaign management platform (see Table 5).

Multichannel media support

As the breadth of paid media channels increases, advertisers are looking for a more integrated approach to managing campaigns across channels. This includes more seamless integration of their first-party digital and offline data through interconnected campaigns in search, mobile, display/retargeting, and social media. In response, paid media campaign management platforms now support a wider array of media. Automated workflow and bidding processes are available to manage budgets and staff resources across multiple digital channels. The majority of vendors profiled in this report fully manage ad creation, bidding, analytics, and reporting for the media that they support in each of these digital channels.

Multichannel attribution

Virtually all of the platforms profiled in this report offer some level of conversion attribution that uses machine learning to assign value to different touch points along the conversion path. The goal is to more effectively allocate spending across paid media channels. The platforms begin to differentiate by the number of attribution models available and the advanced capabilities they provide. Several platforms offer sophisticated attribution systems that integrate campaign data from multiple digital (i.e., search, display, and social) and offline channels (namely click-to-call tracking from a search ad back to a dealer or franchise location). Many platforms now provide customizable attribution models that include first click, last click, equal weight, or time decayed.

Bid management and optimization: Intra-hourly bidding

A key differentiator among platforms is the frequency of bid updates, which includes how often data is refreshed and how often bids can be adjusted. Today, several paid media campaign management platforms offer intraday or even intra-hourly bidding updates that allow the system to adjust bids several times per hour or day. These capabilities vary from

As the breadth of paid media channels increases, advertisers are looking for a more integrated approach to managing campaigns across channels.




Table 5: Select paid media campaign management platform capabilities

*Facebook Preferred Marketing Partner.1Fully managed media that includes ad creation, management, bidding, and reporting.Search Engines: AD=adMarketplace, AOL=America Online, ASK=Ask.com, BA=Baidu, BI=Bing, CG=CityGrid, GO=Google, NA=Naver, YA=Yahoo!, YAJ=Yahoo! Japan, YAN=Yandex.Social Networks: FB=(Facebook, Facebook Marketplace), IN=LinkedIn, TW=Twitter, YT=YouTube.Display Networks: AF=Adform, AD=AdTech, AB=AdBrite, AM=AdMeld, , AP=AppNexus, ATD=Acquisio Trade Desk, BL=BlinkX, BU=Burst, CA=Casale, CR=Criteo, DC=Doubleclick, FBX=Facebook Exchange, FL=Fluct, GE=Geniee (Japan), GDX=Google Ad Exchange, GDN=Google Display Network, IM=Improve Digital, IP=IPon Web, KL=Kauli, LI=Ligit, MO=MoPub, MSX=Microsoft Ad Exchange, NE=Nexage, OX=OpenX, PU=PubMatic, PP=PulsePoint, RMX=Right Media Exchange, RU=Rubicon, SZ=Sizmek, SM=Smart Adserver, SW=Switch, YA=Yahoo! (including Yahoo Gemini, Yahoo Ad Exchange), YIL=YieldLab, YIO=YieldOne.


Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search

Adobe Media Optimizer

4 4

4 4

4 4

4 4

4 8

4 8

8 8

4 448BI, GO, YA GDN

4 4

4 4

4 4

4 4

4

4

4

4

FB, YTAOL, ASK, BI, GO, NA, YA, YAN

GDN, YA

FB*, TWAD, AOL, ASK, BA, BI, CG, GO, YA,

YAJ, YAN

AM, AP, CR, FBX, GDN, GDX, MSX, MO,

NE, OX, PU, RU, SZ

FB*, TW, YT

BA, BI, GO, YA, YAJ, YAN

AP, DC, FBX, GDN, MO, MSX, NE, OX,

PU, RU, YA

FBBI, GO, YA, YAJ CR, GDN

4 44FB*AOL, BA, BI, GO, YA, YAN

AD, AP, BL, BU, CA, CR, FL, GE, GDN,

IM, IP, KL, LI, OX, PP, PU, RU, SM, SW, YA,

YIL, YIO

4 84FB, INBA, BI, GO, YA, YAJ, YAN

AF, ATD, DC, SZ

4 8

4 4

4 448AOL, BA, BI, GO, YA, YAJ

GDN

4 48FB*BA, BI, GO, YA, YAJ, YAN

AM, AP, FBX, GAX, GDN, MSX, OX, PU,

RMX, RU

PlatformMultichannelattribution

App SDK Supported media1

SocialSearch engines Display

Intra-hourly bidding

PLA supportPredictive analytics




One quarter of all search inquiries now come from mobile devices, making accurate and efficient management of mobile search bidding, tracking, and measurement a necessity for search marketers.

vendor to vendor. For example, some platforms provide preset or scheduled dayparting adjustments to account for seasonality or time-of-day trends. Other platforms use predictive bidding based on inventory changes; some also automatically adjust bids after significant site events such as a sale or registration. It’s important to inquire about these types of details if bidding update intervals is important to your paid media strategy.

PLA support

With the transition of Google’s organic Google Shopping results to a paid model built on PLAs, search marketers must closely align their paid and organic search strategies and tactics. Bing also now offers Product Ads. Both types of PLAs provide a richer, more visual search experience for end users. Google’s PLAs are based on feeds submitted via Google’s Merchant Center. Likewise, Bing Product Ads are based on feeds submitted through the Bing Merchant Center. The majority of paid media campaign management platforms profiled in this report support Google’s PLAs, and many support product ads from both Google and Bing.

App SDKs

One quarter of all search inquiries now come from mobile devices, making accurate and efficient management of mobile search bidding, tracking, and measurement a necessity for search marketers. Several vendors now offer software developer kits (SDKs) that extensively track in-app transaction, usage, and conversion data, and link it to source keywords and ads. SDKs facilitate mobile measurement, including more accurate channel attribution modeling.

Predictive analytics

Big Data has come to search, as marketers are collecting, measuring, analyzing, and reporting on more data than ever before. In response, paid media campaign management platform vendors are using machine learning – namely predictive analytics – to improve the accuracy, efficiency, and ROI of client spending. The technology can now include predictive, real-time bidding for Google’s Enhanced Campaigns that automatically optimizes bids by location, time/seasonality, and device at both the ad group and campaign levels. Bid modifiers also are rapidly changing, with dimensional modeling by device, geography (location), audience, time of day, and day of the week becoming available.




Choosing an enterprise paid media campaign management platformThe benefits of automating paid media campaign management

The paid media marketing landscape has become increasingly complex, as the speed of search engine algorithms and development changes accelerate and marketers demand more integrated channel capabilities. Automating paid media campaign management through an enterprise platform can improve efficiency and productivity by providing the following benefits:

•Workflow efficiency. Workloads can reach unmanageable levels when you have to manage site links, product extensions, retargeting, and support for Facebook and other social marketing platforms in addition to managing ad groups, ad copy, keyword lists, and bids. An automated paid media platform can simplify day-to-day campaign management and reporting.

• Increased productivity. By freeing up time once spent on manual tasks managing keywords, bids, and campaigns, search marketers can spend more time on creative aspects of their campaigns, such as testing ads or landing pages.

• Integrated view of digital marketing. As the breadth of paid media channels increases, advertisers need a more holistic view of their campaigns across channels. Automating campaign management can lead to more seamless integration of first- and third-party digital and offline data through interconnected campaigns in search, mobile, display/retargeting, and social media.

• Improved campaign performance. Paid media technology optimizes bidding, potentially increasing performance and campaign ROI through a more intelligent allocation of dollars. To reap these benefits, marketers need to carefully evaluate platforms to find the best fit and the one they agree will not only improve campaign performance but also increase efficiency.

•Streamlined reporting. Reporting functions and capabilities are built into most paid media campaign management platforms, reducing the amount of time spent on (and errors that can creep into) manual reporting. Automated reporting can be a huge benefit for agencies that must report to multiple clients with different needs, and for marketers who create internal reports.

•Scalability. Many marketers find that their paid media marketing programs are growing and becoming more time-consuming without automating manual tasks. Most platforms are built to handle the uploading and management of millions of keywords across the search engines, as well as multichannel campaigns in social and display advertising.

Enterprise paid media campaign management platform pricing

Virtually every paid media platform vendor licenses its technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor and customers log into a web-based dashboard to utilize the system. Customers license the use of the technology on a monthly basis although the majority of vendors require an annual contract. Because of the increasingly complex nature of data integration and the varying levels of service required, few vendors publish their fee structures. However, it is typically based on a percentage of ad spend, with the percentage decreasing as the spend increases.

Workloads can reach unmanageable levels when you have to manage site links, product extensions, retargeting, and support for Facebook and other social marketing platforms in addition to managing ad groups, ad copy, keyword lists, and bids.




Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the paid media campaign management platform decision-making process. The following section outlines four steps to help your organization begin that process and choose the campaign management platform that is the right fit for your business needs and goals.

Step One: Do you need an enterprise paid media campaign management platform?

Deciding whether or not your company needs an enterprise-level campaign management platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answers.

1. Does it make more sense to buy or build the technology? Issues to consider include resources – both staffing and financial – as well as data control. Are you comfortable with a third party having access to your data? Do you understand the total cost of ownership of a third-party platform? Can your internal staff keep pace with the rapid pace of changes in ad formats, search engine requirements, and tracking methods?

2. What features are most important for our business needs? If you’re an online retailer, robust bid optimization for millions of keywords towards a CPA goal will be an important factor. If you’re a B2B marketer focused on lead generation, a platform that can optimize based on CPL targets will be a key capability. Other companies that are short on internal resources may find that a partner with a full-service approach is critical. Make sure you have gathered all of the relevant feedback from your team so that you can prioritize your criteria.

3. Who will use and/or maintain the platform? Staffing is key to the successful adoption of any digital marketing platform. Without the proper skilled people in place, the tool can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve user experiences.

4. Do we need self serve, full service, or something in between? Different platform vendors provide different levels of customer service and strategic consulting services. For example, can you internally manage keyword creation, landing page optimization, bidding, ad text testing, account structure development, integration with site analytics, and integration with cross-channel data? It’s important to have an idea of where you fall on the spectrum.

5. Are we spending more time ‘doing the math’ than running a campaign? If you find yourself with no time to manage creative, or evaluate overall campaign performance, it might be time to automate.

6. Do we want or need to integrate display and social media advertising campaigns? For many marketers, paid media marketing now includes search, display, and social media. If this is true for your organization, you may need a platform that can integrate these channels, and you may need better internal alignment across teams to make it work.

7. Do we have complex or ongoing reporting needs? When marketing staff or agency clients have requests for specific reports and ongoing reporting needs, campaign management tools can automate reports across all the major search engines and social networks.

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements, are all critical pieces of the paid media campaign management platform decision-making process.




8. How will we define and then benchmark success? What key performance indicators (KPIs) do you want to measure and what decisions will you be making based on campaign performance? For example, do you want to measure increases in search engine rankings? Or the impact display retargeting has on website conversion? Set your business goals in advance to be able to benchmark success later on. Without them, justifying the expense of the platform or paid media marketing programs to C-suite executives will be difficult.

9. What is the total cost of ownership? Paid media campaign management platform vendors typically charge clients a percentage of their monthly advertising spend. There may be additional fees for platform set-up, integration or staff training. Professional consulting services may also be available if you need additional expertise in paid media channels such as display and social media marketing.

Step Two: Identify and contact appropriate vendors

Once you have determined that an enterprise paid media campaign management platform makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the paid media capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

For example, whether or not to choose a full-service platform versus an ad text or bid optimization point solution, or an independent vendor versus a tool owned by a large organization can be an important factor for some marketers. If you have already invested in other tools offered by a large company (e.g., Adobe Analytics or Google’s DoubleClick for Advertisers) you may prefer to use the respective company’s campaign management platform for ease of integration. On the other hand, if you are willing or able to use an independent platform, such as SearchForce or Acquisio, you may like being able to choose the best fit regardless of the other digital marketing platforms you are using.

Take your list of capabilities and then do some research. Speak to your marketing peers at industry events to find out who is using which paid media campaign platform and why. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will also help. (Many of the vendors profiled in this report also provide white papers and interactive tools that can help.)

Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the campaign management capabilities you’ve identified, and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/RFP process is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your business and its paid media marketing needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your paid media campaigns. Include details about timelines and the existing digital technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo.

Before deciding on a particular vendor, speak with one or two customer references, preferably someone in a business similar to yours.




Step Three: Scheduling the demo

Set up demos with your short list of vendors relatively quickly after receiving the RFP responses to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and include the following types of questions in your discussion.

Business goals/usability• Does the vendor seem to understand our business and our marketing needs?• Are they showing us our “must-have” features?• Is the system intuitive and easy to learn?• Is the underlying infrastructure reliable for large sets of data?• How difficult is integration and dis-integration? • How long does the onboarding process typically take and how experienced is the person/

team that will be leading that integration? • Will there be a project manager? Will anyone on the team be on vacation during the period

we’re aiming to onboard?• Does your system support my specific business objectives (branding, revenue, margin,

profit, etc.)? Do you have other clients in my vertical? • Do you work with international search engines and support multi-byte character sets (if

applicable)? • What’s on the product roadmap?

Workflow and campaign management• Does your system allow us to go into AdWords, Bing Ads, and other accounts and make

manual changes when necessary?• Can we make changes easily in the UI, in bulk upload sheets, or directly on the engine?• Does the platform support features, reporting, tracking, and API data imports offered by

the different engines?• Can we set up rules to automate changes and send alerts when specific criteria are met? • How easy is it to connect and integrate our business data into the platform’s end-to-end

campaign management? Can we add offline/event-based conversions? • Can we sync campaigns with our physical inventory automatically, including creating/editing

campaigns based on inventory?

Bid optimization capabilities• What type of bid optimization does the platform use? • Do I have full transparency into bid recommendations, including the rationale for bids, the

ability to preview or override intended bids and the ability to exclude keywords from bid strategies altogether?

• Is your bidding technology highly adaptive with self-learning cycles for holidays, trends, sales promotions, etc.?

• Is your bidding technology built to optimize for CPL and CPA targets? (An agency, for example, may need to accommodate both. And, if CPL targeting is required, ask specifically how that gets set up and optimized.)

• How often are algorithms updated?

Multichannel and integration capabilities• What do you offer beyond bid management?• With which search engines, social platforms, and display partners do you work?• How do you handle on-site analytics and SEO (i.e., through API integration, pixel tracking,

etc.)? Does the platform integrate with our web analytics platform (i.e. Google Analytics, Adobe Analytics)?

• How does the platform handle returns/offline transactions/other special needs? • Are there any Shopping Campaign optimization capabilities beyond bid management?

Set up demos with your short list of vendors relatively quickly after receiving the RFP responses to help make relevant comparisons.




Attribution models• What conversion attribution models do you use and offer? Is it included in the base price?• Can we do search-based attribution as well as attribution across channels?• Do you employ or work closely with a well-qualified team of Ph.D.-holding mathematicians

and statisticians?

Testing• Is landing page and creative testing available? What type (A/B or multivariate)?• Are there any limitations to using outside landing page or creative testing products (i.e.,

Optimizely, AdAlysis, Unbounce)?

Reporting• Can we get a custom view of our campaigns with features like labels or filters?• Can we use existing conversion tracking tags that are already on our site, or do we need to

implement a new tag to start using the tool?• How quickly are conversions reported on, and how quickly does data flow from the

engines? • Can we run summary reports across all accounts and the different engines? • Can we view changes made by users, and by the bidding system? • Can we compare date ranges to detect trends and view the impact of changes on

performance?• How many metrics are available for reporting? Can we optimize by metrics such as types of

conversions or site analytics such as “time on site?”• How flexible is data manipulation and import/export?• Is an API available for reporting and for uploading offline conversions?• Can we consolidate reporting across channels seamlessly? (i.e., without the added steps

of data transfers, and reconciling multiple reports to get real-time, de-duplicated cross-channel reporting?)

• Can we dive deeper to extract information such as search queries, reporting on site links, reporting by label, and budget pacing?

• Is web query functionality available?

Pricing and customer service• How long will it take to deploy the platform?• Are there additional fees (i.e., set-up costs, add-on features, API, quotas)? • Do you offer a free trial? • Who pays if your system/team makes an error? • Will we have a dedicated resource? Who will be the day-to-day contact? • What is the level of support included in the price? What support is additional?• Will our support team work with us to test new features and assess the results?• What is the minimum contract length? Is there a short-term contract or an ‘out’ clause if

things don’t work out? • Will there be an increase in price when I renew next year – if so, how much?

Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. The platform vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is someone who is a primary user of the platform. Consider also asking these basic questions:




• Why did you move to an enterprise paid media campaign management tool?• Why did you select this tool over others?• Has this tool lived up to your expectations?• How long did the system take to implement?• Who was involved in the implementation?• Are you also using additional tools for bid management, attribution, retargeting, or local

search?• Were there any surprises that you wish you’d known about beforehand?• Where have you seen the most success? The biggest challenges?• How are you measuring your own success?• How easy was the set-up process and how long? Did the vendor help?• How responsive is customer service?• When networks make changes or add new ad formats, how quickly/smoothly does the

system update to support new functionality?• Has there been any down time?• What is the most useful, actionable (favorite) report the tool generates?• What do you wish they did differently?• Why would you recommend this tool?

Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up. Are there charges for custom integrations, if so, how much? What is the hourly charge for engineering services, and is there a minimum? What partner organizations are available to install and integrate the tool? If you need to train a new hire midyear, what will that cost? What is the “out” clause? Obtaining the answers up front – and having them in writing – will ensure fewer surprises or additional costs down the road.

ConclusionPaid search, mobile, display/retargeting, and social media advertising head up an expanding group of digital media that are now being managed by campaign management platforms. Advertiser demand for biddable marketplaces in these channels is growing as brands seek more accountability in their digital media buys and subsequent return on investments. As the breadth of paid media channels increases, advertisers also want a holistic view of campaigns across channels. This includes seamless integration of digital and offline data through interconnected campaigns in search, mobile, display/retargeting, and social media.

The technology is evolving in response to these needs. Multichannel management capabilities now include paid search, social, display/retargeting, and mobile campaigns – often in one platform. To find the platform that is the best fit for your organization, begin with a comprehensive self-assessment of your business needs, staff capabilities, management support, and financial resources. Automating paid media campaigns through an enterprise platform can provide numerous benefits, and is often a critical investment to improve productivity, workflow efficiency, and ultimately campaign ROI. n


Vendor Profiles



Target customer

• Digital agencies, direct advertisers, and local search resellers. Key customers

Cox Media GroupMicrosoftSensisYP

Key executives

Marc Poirier, Co-founder and CEORichard Couture Co-founder and EVP, ProductAlexandre Lamoureux, COOBruno Martel, CFO

Company overview

• Founded in 2003 as a SEO/SEM agency, Developed its campaign management and reporting platform in 2008.

• 150-plus employees.• Averages $2 billion in ad spend under management. • Additional offices in New York, Seattle, London, and Tokyo.

Product overview

• Campaign management platform features an open architecture for flexible data import functionality, with both light and deep integrations, and can integrate data from all major online publishers.

• Bid and Budget Management (BBM) is a near real-time optimization technology that updates every 30 minutes, adjusting bids and reallocating budgets between campaigns throughout the day to maximize conversions.

• Acquisio Trading Desk (ATD) is a buying and optimization solution that facilitates and tracks display advertising and RTB.

Acquisio6300 Auteuil, Suite 300Brossard, QuébecCanada J4Z 3P2(T) 866-493-9070www.acquisio.com

www.acquisio.com

http://www.acquisio.com


Vendor Profiles



Product DetailsSupported media

• Search: Google AdWords, Bing Ads, Baidu, Yahoo!, Yahoo! Japan, Yandex.

• Social: Facebook Ads and LinkedIn Ads reporting integration.

• Display: Adform, Doubleclick, Sizmek, The Trade Desk.

International coverage

• All major currencies tracked with automatic currency converter displays in reports for multinational campaign management.

• Publish reports in more than 20 languages.

Campaign management

• The Acquisio Workbench provides access to all publisher accounts and campaigns from one screen.

• Search query reports, advanced filtering, and advanced date ranges facilitate optimization and bulk changes.

• Cross publisher bulk editing can be applied in the Workbench, or via an Excel upload through the Bulksheet Management System.

• Dynamic campaign creation and management from inventory feeds.

• KPI Dashboard monitors performance in relation to user-defined KPI targets.

• Call Tracking Partnership Program integrates 13 leading call tracking technology vendors to optimize Acquisio campaigns for phone calls rather than online sales or conversions.

Bid management and optimization

• BBM updates every 30 minutes, to deal with market, campaign or Google settings or algorithm changes.

• BBM’s high frequency optimization algorithms adjust bids and reallocate budgets dynamically to deliver

conversions or clicks within the budget that is available.

• Custom bid rules can be created from scratch or from a series of templates through a custom statement builder or with a custom mathematical expression builder.

Social integration

• Offers 55 metrics to analyze and report on Facebook and LinkedIn campaign success.

Local/Mobile

• Uses proprietary local business taxonomy to help local search resellers generate calls to SMBs through automatic creation of search engine accounts, campaigns, ad groups, keywords, ads, and “mobile-first” landing pages with call tracking.

• Flexible budget planner and budget rollover in addition to automated bid management of mobile bidding via Acquisio’s BBM technology.

• Call tracking integrations with 13 leading call tracking platforms.

• Executive-level reports with client extranet and report scheduling.

Third-party integration

• Acquisio Add-Ons Marketplace includes a variety of apps for tag management, analytics, CRM, display data connectors, dynamic campaigns, search, social, call tracking, and universal media to facilitate access and configuration.

Reporting and analytics

• Streamlined reporting with custom templates that can be shared with multiple accounts, updated with account logos and data.

• Automatically refreshed data each time reports are loaded.


www.acquisio.com



Vendor Profiles



Product Details• White-label report builder automates

report delivery via email or client extranet.

• Cross-client KPI tracking and sorting streamlines agency workflows.

• Reports can be output in HTML and PDF; bulk export API for XLS or CSV.

Pricing and service

• Starter edition plans start at $99 per month.

• Pricing is based on percentage of monthly ad spend.

• Three editions available: Starter, Professional, and Enterprise.

• Customized pricing available for Professional and Enterprise editions for medium-to-large scale digital marketers and agencies.

• Professional and Enterprise plans include online training and customer support (6:30am-9:00pm EDT) for technical issues.

Dedicated account managers are assigned to customers.


www.acquisio.com



Vendor Profiles



Target customer

• Adobe Media Optimizer Premium targets enterprise advertisers and agencies seeking to optimize campaigns across search, social, and display.

• Adobe Media Optimizer Standard targets mid-market advertisers and agencies that need a search-only solution to integrate with Adobe Analytics.

Key customers

IntuitGraingerDollar Thrifty / HertzMarks & SpencerRPA

Key executives

Shantanu Narayen, President and CEOBrad Rencher, SVP and General Manager, Digital Marketing BusinessJohn Mellor, VP, Strategy and Business Development, Digital Marketing Business Justin Merickel, Senior Director, Adobe Media Optimizer

Company overview

• Adobe Systems was founded in December 1982.Approximately 11,000 employees in more than 40 offices worldwide.Global provider of digital content and marketing technology solutions designed to help customers create, manage, measure, and monetize content across media channels.

• Adobe Media Optimizer (including acquisitions Efficient Frontier, SearchCenter, and Demdex) is one of six solutions in the Adobe Marketing Cloud.

The five other Adobe Marketing Cloud solutions are: Adobe Social, Adobe Analytics, Adobe Target, Adobe Experience Manager, and Adobe Campaign.All Marketing Cloud clients have free access to any of the Adobe Core Services (Tag Manager, Shared Audiences, Shared Assets, Collaborative Chart Notes, Mobile App Measurement SDK, third-party integrations, and User Permissions Security).

• Media Optimizer manages over $2 billion in annual search marketing investments from enterprise clients. Additional client investment managed in social and display.

Product overview

• Enables clients to access insights across paid search, display, and social. Native integrations with Adobe Analytics and Adobe Audience Manager.

• Provides insight into past trends and future simulations of online marketing performance for manual and automated campaign management.

• Delivers performance lift through advanced and transparent portfolio optimization algorithms.

Media Optimizer Premium offers an integrated portfolio approach to campaign optimization and media buying across search, display, and social.Media Optimizer Standard offers bid rules and cross-publisher search campaign management with a native integration to Adobe Analytics.

• Can be used by both Adobe Analytics users and non-Adobe Analytics users.

Adobe Media Optimizer345 Park AvenueSan Jose, CA 95110-2704 (T) 385-345-1665 www.adobe.com/solutions/media-optimization.html

www.adobe.com/solutions/media-optimization.html




Vendor Profiles




• Search: Google, Bing, Baidu, Yahoo!, Yahoo! Japan, Yandex.

• Social: Facebook Ads.• Display: AdMeld, AppNexus, Google

Ad Exchange, Google Display Network, Facebook Exchange, Microsoft Exchange, OpenX, PubMatic, Right Media Exchange, Rubicon.


• Can be translated into any language, including double-byte character sets.

• All currencies and time zones supported.

Campaign management

• Includes advanced filtering, custom alerts, inline editing, schedulable bulk sheets, creative testing, and keyword expansion tools.

More sophisticated, personalized testing available through Adobe Target.

• Custom labeling enables analysis and bulk changes based on business needs.

• Automated campaign creation and management based on product feed or Google Merchant Center, including Google Product Groups in Shopping Campaigns, and Bing Product Ads.

• Remarketing list management for Google RLSAs available in the Media Optimizer audience tab. Pixel implementation simplified through the Audience Manager DMP container tag or Adobe Dynamic Tag Manager.


• Premium version uses a portfolio-based approach to manage search, social marketing, and display advertising campaigns in an integrated digital platform.

• Budget and bid updates across campaigns through proprietary algorithms and predictive models applied to client and integrated third-party data.

Manual rule overrides available when advertisers want to combine both bid automation approaches.

• Automated recommendations at campaign and ad group levels for device bid modifiers with geo and time recommendations soon to be released.

• Specialized bid algorithm for GSC/Product Group marketplace.

• Automatic modeling considerations for Adobe Analytics site engagement, page views, visits, and time on site.

• Ad buying, bulk change management, algorithmic bid optimization, predictive budget modeling, and social retargeting based on search data in Facebook Ads and Facebook Exchange.

Attribution

• Collects data continuously across five attribution models for search, display, and social, allowing users to toggle between different models on-demand to choose optimal spending allocations.

• Through Adobe Analytics integration, attribution modeling of search, social, and display can be expanded to cover all digital channels including email, organic search, affiliates, etc. and combine with site-side analytics.

Local/Mobile

• Mobile app measurement available through Adobe Marketing Cloud Mobile Core Service SDK.

• Cross-device attribution possible through Adobe Audience Manager.

• Geo-targeting available by country, state, city and region across search, display, and social.

• Device targeting supported through






Vendor Profiles



Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing.


• Native integration with Adobe Analytics.

• The Adobe Marketing Cloud Exchange features more than 150 apps ranging from data providers to social networks that integrate with Adobe Marketing Cloud solutions (including Media Optimizer).


• On-demand keyword potential forecasts, detailed spend yield curve simulations, on-demand media mix recommendations, and transparent model accuracy trends are all available from portfolio spotlight views that pull multiple visualizations into a single page of the interface.

• Reporting and data visualization features directly in Media Optimizer include interactive dashboards with

flexible gadget layout, refreshable Excel spreadsheet feeds, shared filters with custom columns in the web interface, and on-demand attribution perspectives without disconnection from historical data, and click path reporting across keywords or channels.

• Additional predictive analytics features applied to advertising data in Adobe Analytics for anomaly detection and contribution analysis.

• Clients can send advertising data seamlessly back into Adobe Analytics for wider reporting purposes through the Excel Report Builder, Analytics Mobile App, Ad Hoc reporting desktop software, emailed data extracts, and Analytics web interface.

Pricing and service

• Premium pricing based on a percentage of ad spend, as well as the extent of software and support services required.

• Standard version is self-service after initial training.






Vendor Profiles



Target customer

• Enterprise marketers spending a minimum of $150,000 per month on paid search.

Key customers

Parcel2Go.comPriceRunnerRocket InternetRosetta StoneZazzleZoosk

Key executives

Bob Cell, Executive ChairmanChris Zaharias, SVP, SalesMarcus Anzengruber, Co-founderBerner Setterwall, Co-founder and CTO

Company overview

• Founded in 2010; opened U.S. office in Palo Alto, CA in 2012.• 45 employees.• More than $200 million ad spend under management.• Received $5 million in Series A funding in February 2014, led by Hoxton Ventures

and DFJ Esprit.

Product overview

• Focuses on real-time value tracking to monitor consumer actions and calculate the value of those actions; this enables advertisers to adapt to consumer behavioral changes such as cancellations or seasonal changes.

• Uses predictive modeling to identify trends and expected future click values, tracking changes in conversion over time to account for variances due to time of day, day of week, and day of month.

• After value per click has been calculated, Campanja’s high-frequency bidding engine automatically adjusts bids throughout the day, bidding up to seven times an hour on a single keyword based on conversion rates.

CampanjaSveavägen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88

U.S. Headquarters:644 Emerson Street, Suite 110Palo Alto, CA 94301www.campanja.com

https://campanja.com/



Vendor Profiles




• Search: Google, Bing, Yahoo!• Shopping: Google.


• Displays reports in any currency set up in the advertiser’s Google Adwords account.

• Supports multiple languages across bidding, account level support, and in the Campanja platform.

Campaign management

• Positioned as an advanced SEM bidding engine that integrates with existing campaign data, systems, and workflows.

• Provides reporting from a client’s Google, Yahoo!/Bing account in addition to conversion tracking reporting.

• Supports Google PLAs.


• Uses Bayesian statistical modeling techniques and the programming language Erlang built for real-time, concurrent, and fault-tolerant, high-frequency systems.

• Tracks relevant data in real-time and sends it to the Campanja modeling engine, which then combines new data with historical data to predict the value per click for each keyword, ad group, and campaign, separately for mobile and desktop devices.

• Based on these predictions, Campanja’s high-frequency bidding engine analyzes ad auctions up to seven times an hour and updates keyword bids and ad-group level mobile bid adjustments based on a changing value per click.

Social integration

• Not available at this time.

Attribution

• Provides attribution modeling through a real-time tracking solution.

• Advertisers can choose from last click, multi-touch or U-shaped attribution models that are fully customizable.

• If Campanja’s tracking solution is being used, attribution models can also be applied retroactively to data gathered in the past.

• Campanja has a site-wide script on every page for tracking.

Local/Mobile

• Uses advertiser’s ROI goal for mobile bidding and uses historical performance data to adjust the ad group level mobile multiplier and keyword bid several times per day, up to several times per hour.


• Real-time tracking solution uses user ID to track any event, such as returns or credit card bouncing.

Supports encrypting private values.• Reporting is provided in CSV format

to the client and customized to client’s needs.


• Bidding engine can integrate with any campaign management system for SEM/bidding.

• Native integration with Google, Bing, and Yahoo!

Pricing and service

• SaaS-based fees typically 3-5% of monthly search spend.

• Campanja’s Solutions Engineers assist






Vendor Profiles



Product Detailsclients with search engine account implementation and data validation processes.

• Campanja account managers ensure that the system is configured based on the client’s goals and parameters.






Vendor Profiles



Target customer

• Advertisers or agencies spending more than $100,000 per month on search and display.

Key customers

Cabela’sDigitasGEICOPerformicsUniversal McCannVerizon

Key executives

Matt Eichner, Head of DoubleClick Search SalesTushar Balsara, Head of DoubleClick Search Sales, NACE Yann Damongeot, Head of DoubleClick Search, SEEMEAAnthony Chavez, Product Management Lead

Company overview

• DoubleClick founded in 1996; its key technology, DART, enabled dynamic targeting of interactive advertising and later included a platform for managing search campaigns.

• Acquired by Google in March 2008 for $3.1 billion.• In March 2011, Google released DoubleClick Search v3, a rebuilt version of the

search platform on Google infrastructure, officially retiring the previous DART technology and infrastructure.

• Acquired attribution tool Adometry in May 2014, and renamed it Adometry by Google.

Product overview

• A real-time SEM tool with access to real-time conversion data for reporting and bid optimization.

• Features an intuitive, AdWords-like interface to automate workflows for large search campaigns across engines.

• DoubleClick Search Commerce Suite is a package of features focused on retailers’ optimization and management challenges. It includes:

Inventory managed campaigns (with Google Merchant Center integration);Dynamic Shopping campaign creation;Adaptive Shopping Campaigns;Product detail reporting; andBid optimization with continuous bidding (useful for big sales, launch days, etc.).

• Native integration with the DoubleClick platform offers cross-media reporting and optimization across digital marketing channels with utilization of the DoubleClick for Advertisers (DFA) Floodlight tag.

• Integrates with Google Analytics, and reports on metrics such as bounce rate, goal completion, revenue, and transactions.

• Executive reporting dashboard for communication of higher-level metrics and business-health reporting.

DoubleClick Search1600 Amphitheatre ParkwayMountain View, CA 94043(T) 650-253-0000www.doubleclick.com/search

www.doubleclick.com/search



Vendor Profiles




• Search: AOL, Baidu, Bing, Google, Yahoo!, Yahoo! Japan.

• Display: GDN (bought through DCM). International coverage

• User interface localized in English, French, German, Italian, Spanish, Chinese, Korean, and Japanese.

• Reports displayed in agency, advertiser, or search engine currencies.

Campaign management

• Supports cross-engine account campaign analysis, keyword segmentation, drag-and-drop column configuration, bulk editing, and custom report creation.

Bi-directional sync allows users to make bulk changes through the interface or directly on the search engine to be imported into DoubleClick Search.

• Labels allow for custom organization of keywords campaigns, ad groups, and ads outside traditional campaign structures.

• Workflow automation features include scheduled edits, scheduled two-way sync, and automated rules.

• Landing page testing capabilities offer easy configuration of split-traffic tests to measure the conversion effectiveness of various landing pages.

• Supports Shopping campaigns via integration with Google Merchant Center feeds.

Product-centric, automated inventory campaigns for retail advertisers dynamically create and update text and Shopping campaigns.

• Adaptive Shopping CampaignsCreates product groups with like performing products to improve portfolio performance.

• Real-time search campaign updates,

based on advertiser product feeds. • Support for AdWords Shopping

campaigns including campaign management and product-level reporting.

• Partnership with Channel Intelligence for retail feed management and optimization


• The included DoubleClick Search Performance Bidding Suite lets clients create multiple bidding goals based on business objectives including ROI, ad position, and target spend goals.

• Access to instant conversion data and “continuous bidding” – changing bids every 5-10 minutes in response to changes in conversion yield on keywords.

• Floodlight conversion data is used to make bid decisions.

• Granular control including keyword/ad group/campaign-level inclusion in bid portfolio.

• Manual override allows users to temporarily take control of bids.

• Preview bid feature allows advertisers to view bid recommendations without having them automatically applied.

Bid history feature lets advertisers see when bids were executed.Bid rationale feature helps advertisers to understand the decision behind each bid.

• Optimization signals include: Floodlight conversions, Google Analytics goals/conversions, offline conversion data, and advertiser-defined custom conversion metrics.

• Auto-optimizes AdWords mobile bid adjustment based on advertiser-specified conversion objectives.

• Bundles low-volume keywords and shifts incremental spend to keywords that can offer the greatest return.





Vendor Profiles



Product DetailsAttribution

• Attribution models can be applied to search conversion data as well as data from other channels through integration with the DoubleClick Digital Marketing platform.

• Native integration with Adometry for data-driven attribution modeling – which can be pushed into reporting and bid optimization.

• Pre-defined models (first click, time decay, linear, U-shaped, etc.) and custom models available.

• Remarketing uses paid search clicks from DoubleClick Search to remarket to audiences with display ads across exchanges (via DoubleClick Bid Manager or the Google Display Network).

Local/Mobile

• Support for Local Inventory ads.• Bid optimization supports automatic

adjustment of the mBid modifier in AdWords.

• AdWords mobile bid adjustment support for campaigns and ad groups.

• Supports AdWords mobile-preferred creative and mobile-preferred site links.

• Device-segmented reporting allows users to view search engine and conversion statistics by device type down to keyword level.

• Rich campaign geo-targeting across all supported engines.

• Performance Bidding Suite (bid optimization) recommends and optimizes AdWords mobile bid adjustments based on advertiser ROI and conversion objectives.


• Search query report shows user queries and associated conversion data.

“Search assist” data shows the contribution of upper funnel

keywords in driving downstream visits and conversions.

• Search engine data updated every 15 minutes; Floodlight conversion data updated every 5-10 minutes.

• Formula columns define custom KPIs and metrics based on mathematical operations, conditional logic, and date parameterization, with the ability to optimize off of custom columns.

• Product detail reporting shows what was actually purchased after clicking an individual ad.

• Dimensions enable data to be aggregated and summarized by device type, day of week, day of month, etc.

Custom Floodlight variable support allows advertisers to define customized dimensions.

• Executive reporting feature enables creation of customer-ready reports from the user interface.

• Reports are rendered as Excel files and can be configured to automatically generate on a recurring schedule.

• Reporting data can be accessed via on-demand download, scheduled reports, and web query, and configured from over 90 available metrics.


• Offline and/or revised conversion data can be uploaded via bulk sheets or API.

• Integrates with Google Analytics, Adobe Analytics (Omniture) and IBM Digital Analytics (Coremetrics) for site analytics.

• Call-tracking integration through partnerships from call-tracking service providers: CallCap, Century Interactive, Infinity Tracking, Marchex, Mongoose Metrics, ResponseTap (Americas), Infinity Tracking, ResponseTap (UK/Europe), and AVANSER (Australia/SEA).





Vendor Profiles



Product DetailsPricing and service

• Pricing ranges from 1% - 2.5% of annual search spend.

$10,000 one-time fee covers setup, training, and support.

• Contract lengths are flexible.• Offers both consultative and technical

support, self-paced learning, webinar training, and in-product help.





Vendor Profiles



Target customer

• Enterprises spending a minimum of $250,000 per month on search, social, and display advertising.

Key customers

CenturyLinkCenter ParcsExtended Stay AmericaGreenlight LoansLaQuinta Inns and SuitesStrayer University

Key executives

Will Margiloff, CEORoger Barnette, PresidentJonathan Ragals, Global COOCraig Pohan, CTO

Company overview

• Founded in 2004 as SearchIgnite; acquired by international holding company Dentsu in January 2010.

Rebranded in April 2011 as IgnitionOne.Management initiated a buyout from Dentsu in July 2013.$20 million Series B round in June 2014.

• 450-plus employees.• Acquired data management platform (DMP) Knotice in March 2014, and mobile

demand-side platform (DSP) Human Demand in August 2014.• $1.5 billion in annual online media ad spend under management, including search,

social and display. • Additional U.S. offices in Atlanta, Akron, Detroit, and San Francisco.• Global offices in Brussels, London, Paris, Madrid, Munich, Netherlands, Warsaw, Sao

Paulo, Tokyo, Bangalore, and Singapore.

Product overview

• Offers management, optimization, attribution, and reporting for top-tier search engines in North America and internationally.

• API support for Facebook Marketplace; accesses Facebook Exchange (FBX) inventory with native DSP.

• Unmanaged channel tracking URLs available for reporting and attribution for non-supported online publishers.

Bi-directional sync ensures changes made directly in the IgnitionOne Digital Marketing Suite or direct via the publisher are brought into the respective platform.

• A DSP is available for purchasing display inventory, remarketing, and multichannel performance attribution in a centralized reporting interface.

• Marketing automation technology uses a proprietary engagement scoring engine that measures the historical and real-time behavior of each site visitor, including which products and services are most relevant to them and when they’re most likely to convert.

IgnitionOne 200 Park Avenue27th floorNew York, NY 10166(T) 888-744-6483www.IgnitionOne.com

http://www.ignitionone.com



Vendor Profiles




• Search: AOL, Baidu, Bing, Google, Yandex, Yahoo!

• Social: FBX.• Display: AdTech, AppNexus, BlinkX,

Burst, Casale, Criteo, Fluct, Geniee, Google Display Network, Improve Digital, IPonWeb, Kauli, Ligit, OpenX, Pubmatic, Pulsepoint, Rubicon, Smart Adserver, Switch, Yahoo Display Network, YieldLab, YieldOne.

• Video: LiveRail, Tremor.


• Localized versions of the platform available in English, Japanese, and French.

• Support for all major currencies and time zones.

Currency conversion includes both static and dynamic exchange rates.

Campaign management

• Advanced filtering functionality allows users to save and share custom filters and apply bulk changes.

• Built-in landing page testing and optimization enables dynamic targeting of the highest performing pages for ads or groups.

• Google Shopping management leverages both bidding and semantic optimizations.

• Real-time tracking provides behavioral insights for strategy refinement.

• Campaign creation and optimization based on product and inventory.


• Predictive SPOT® engine utilizes proprietary portfolio algorithms to forecast performance and optimize bids and engagement strategies for both search and display.

• Clients can mix and match manual, rules-based, or algorithmic bid strategies based on multiple objectives, and can preview and override bid recommendations.

• Offers full tracking, reporting, and management support for Google PLAs.

Can include bid optimization and optimization of the feed content.

• Offers tracking and reporting for Bing Product Ads.

• In addition to standard KPIs, can also optimize based on user engagement.

Social integration

• Badged Facebook Marketing Partner with Ad Technology specialties.

• Can track any engine/publisher/vendor (such as tier 2 engines, CSEs, affiliates, or other social platforms such as Pinterest, etc.) using unmanaged channel URLs.

• The system signals the ideal time to launch ads based on the ratio of social activity on the client’s pages.

• Creative optimization tools include automatic ad refreshing with consistent ad IDs.

• Provides dynamic creative capabilities for FBX, supported by data to orchestrate social across highly targeted multichannel audiences.

• Facebook reporting and attribution features are integrated into IgnitionOne’s engagement optimization tools.

Campaigns can be refined based on brand or direct response goals.

Attribution

• Custom attribution models can be applied to each channel or exposure.

• A single tracking tag allows clients to attribute performance across any digital marketing channel.

• Multi-exposure attribution system attributes credit for each customer





Vendor Profiles



Product Detailstouch point across all digital media channels and feeds directly into optimization system.

• Side-by-side comparison of attribution models allows users to view “what-if” scenarios without waiting for data collection.


• 200-plus standard reports that can be filtered and customized by date, account hierarchy, action type, currency.

Templates can be created from any custom report.

• Reporting data and filtering capabilities are also available within the campaign management interface to help users take action on reporting data.

• Reporting snapshots can be emailed in HTML or delivered in CSV or XLS.

• Add-on Business Intelligence (BI) product available for advanced data manipulation tools.


• Integrates with Omniture, DoubleClick for Advertisers (DFA), and MediaMind ad servers with impression-level attribution capabilities.

• Tracking APIs accommodate proprietary customer data imports.

Pricing and service

• Charges an undisclosed percentage of monthly ad spend based on volume.

Minimum contract requirements vary by customer.

• Pricing includes onboarding, customer support, and ongoing training for existing and new client personnel.

• Add-on advisory services provide expertise in PPC, display, social, and cross-channel attribution and analysis.





Vendor Profiles



Target customer

• Performance marketers across all industries.

Key customers

1-800-DentistEnduranceHomeAdvisorPaychexShoeDazzleThe Clymb

Key executives

Chaitanya Chandrasekar, Co-founder and CEOBrian Bird, Co-founder and COOEnriko Aryanto, Co-founder and CTOMarlin Gilbert, VP, Revenue

Company overview

• Founded in 2011.• Product first introduced in Q4 2012.• 50 employees.• On target to exceed $1B in managed spend in 2015.• Additional offices in New York, Los Angeles, Minneapolis, Bogota (Colombia), and

Buenos Aires (Argentina).

Product overview

• Manages bidding and campaign optimization through machine learning, automated Enhanced Campaign optimization, real-time bidding, and long-tail keyword management.

• Uses click-travel tracking to fully automate all Enhanced Campaign modifiers including geography, time, and device.

• Delivers a comprehensive bid strategy driven by real-time predictions for keyword bids and Enhanced Campaign modifiers.

InsideVault101 Redwood Shores Parkway, Suite 220Redwood City, CA 94065(T) 650-394-5278www.insidevault.com

www.insidevault.com

www.insidevault.com


Vendor Profiles




• Search: Bing, Google, Yahoo!, Yandex, Naver.

• Display: Google Display Network.• Social: Facebook, YouTube.• Mobile: Yahoo Gemini.


• Supports 40-plus global languages.• Supports all currencies and has built-in

currency converters.

Campaign management

• Advertisers can link any number of publisher accounts to a single InsideVault account for centralized management, analytics, and optimization without keyword caps or performance limitations.

• Bi-directional synchronization with Google AdWords and Bing Ads.

• Supports Enhanced Campaigns, including all settings and modifiers.

• Permission controls to grant or limit user/role access to specific tabs.

• Advanced filtering, custom metrics, business labels and dimensions, custom alerts, inline editing, and schedulable bulk sheets.

• Automated keyword generation and expansion tools based on client-defined criteria.

• Automated grouping/clustering tools that use Natural Language Processing (NLP) algorithms to optimize Quality Scores.

• Experimental framework to manage, report, and analyze A/B tests for creative and landing pages.

• Automated recommendation engine, including suggestions for keyword additions/negatives, negative placements, and ad pausing.

• InsideVault Live Campaigns enable automated campaign generation and optimization based on inventory and/or capacity feeds.

• Supports Bing Product Ads and Google Shopping campaigns, including Merchant Center integration.


• Defines optimization goals for each business objective/segment using customizable success metrics.

• Long-tail bidding optimization through proprietary NLP algorithms.

• Predictive real-time bidding for Enhanced Campaigns.

Automatically optimizes for location, time/seasonality, and device at ad group and campaign levels.

• Proactive real-time bidding based on changes to inventory and/or revenue capacity.

• Bid simulator, forecasting and “What If” modeling tools.

• Proprietary bidding algorithms for display, shopping, and mobile campaigns.

Social integration

• Complete platform functionality for Facebook.

• Analytics and optimization capabilities for LinkedIn, Twitter, and Pinterest.

Local/Mobile

• Radius-level geo-targeting available to create, manage and optimize hyper-local campaigns.

• Enables the creation of location-specific ads with full extension support, including location and call extensions.

Location-specific analytics and bid modifiers for manual or algorithm-based optimization.Optimization goals can be managed by time of day and day of week.


www.insidevault.com

www.insidevault.com


Vendor Profiles



Product DetailsAttribution

• Customized tracking through proprietary real-time tracking pixel.

• Support for cross-event and cross-channel attribution.

• Available attribution models include first click, last click (default), time decay, linear, U-Shaped, and client-defined.

• Attribution models can be applied to search conversion data as well as to cross-channel influence from other channels such as call tracking, DSPs, email marketing, display advertising, affiliate, etc.


• Real-time reporting available.• Customizable and sharable views,

reports, dashboards, and widgets by traffic segment, including device, network, or location.

• Reports can be built from any combination of business objectives, segments, labels, clicks, or conversion dimensions with no row limit or cap.

• Customized visualization based on any reporting values with advanced filtering, drag-and-drop, and scatter plot capabilities.

• Save, share, schedule, and/or generate any report on-demand.

• Export or schedule email delivery via CSV or Excel.


• Integrates with analytics platforms including Google Analytics, Adobe Analytics, Custora, CoreMetrics, Webtrends, and Segment.

• Integrates with attribution platforms including Adometry, Convertro, and VisualIQ.

• Integrates with Data Management Platforms (DMPs) including MediaMath, BlueKai, Datalogix, and Krux.

• Supports offline data integration, including CRM (Salesforce), call tracking (Marchex, Mongoose, Ifbyphone, Invoca) and point-of-sale (POS).

• Integrates with Google Tag Manager, Publisher Tracking, TagMan, Tealium, and Standard Revenue Upload.

Pricing and service

• Pricing is a flat monthly fee based on advertising spend.

Average monthly advertising spend is $1 million-plus; the median spend is $650,000.

• All onboarding, product training (on-site and online), and integration support is included.

• Ongoing Client Success resources includes initial onboarding, product training and integration support. On-demand access to InsideVault Knowledge Base. Standard ticketing priority. Quarterly Performance Review with recommendations.

• Premium services (add-on) include dedicated Success Manager, priority ticketing, benchmarking, competitive insights, comprehensive reports and recommendations.


www.insidevault.com

www.insidevault.com


Vendor Profiles



Target customer

• Enterprise search marketers and agencies, including multi-location organizations managing a high volume of local campaigns.

Key customers

ExpediaFacebookHavas MediaResolution Media SearsWalgreens

Key executives

Yoav Izhar-Prato, Chairman, CEO, and Co-founder Alon Sheafer, Chief Strategy Officer and Co-founderNir Cohen, CTO and Co-founderIgal Shany, CFO

Company overview

• Founded in 2006.• 600-plus employees.• $350 billion in annualized client online sales revenue directed through platform.• Over 27 international locations including San Francisco, Chicago, New York, London,

Munich, Paris, Tel Aviv, Hong Kong, Sao Paulo, Singapore, Sydney, and Tokyo.

Product overview

• The Kenshoo Infinity Suite comprises the following core products and solutions.Management and Optimization. Automated campaign workflow and flexible bidding algorithms for paid search, social, mobile, and display. Personas and Audiences. Cross-channel targeting based on search intent and social signals.Measurement and Reporting. Full tracking across all channels and devices with customizable reporting dashboards available through online UI, desktop editor, and mobile app. Forecasting and Attribution. Predictive analytics tools for scenario planning and.dynamic attribution models that automatically inform bid decisions.

• More than 100 integrations completed through Kenshoo’s open architecture framework.

North American Headquarters:Kenshoo6 Habarzel Street, Building B Tel-Aviv, Israel(T) 972-3-746-6500 www.kenshoo.com

www.kenshoo.com

www.kenshoo.com


Vendor Profiles




• Search: AOL, Ask.com, adMarketplace, Baidu, Bing, CityGrid, Google, Yahoo!, Yahoo! Japan, Yandex.

• Social: Facebook, Twitter.• Display: AdMeld, AppNexus, Criteo,

Google Ad Exchange, Google Display Network, Facebook Exchange, Microsoft Ad Exchange, MoPub, Nexage, OpenX, PubMatic, Rubicon, Sizmek.


• Multilingual support through keyword and ad copy translation tools.

• Automatic currency conversion and multicurrency support for all major countries.

Campaign management

• Campaign management and optimization across search, social, mobile, and display.

• Budgeting and forecasting solutions provide campaign scenario planning and automated spend execution.

• Campaign creation wizard for quick launch of new campaigns and ads.

• Desktop editor to create and scale new campaigns and perform bulk actions through cross-profile, cross-engine operations in an offline environment.

• Advanced search and scheduled actions to find, modify, optimize, and schedule changes on any campaign element.

• Custom algorithms for creating and expanding keyword lists across engines and through the long tail.

• Feed-driven solutions enable connections with backend inventory systems to automatically create ads based on in-stock products and up-to-the-minute pricing and promotions.

• Supports Google Shopping campaigns. • DMP integration to create intent-based

audiences and leverage search insights across channels.


• Bidding options include rules-based bid policies, keyword models, custom bid rules, PLA-specific bid rules, and a proprietary portfolio solution, Kenshoo Portfolio Optimizer (KPO).

Model-based portfolio optimization drives ad spend to reach an overall portfolio goal by compiling historical data, clustering keywords, and building hundreds of thousands of predictive statistical models.Portfolio and keyword models offer mobile bid adjustment recommendations down to the ad group-level.

• Algorithm-driven keyword model policies use ActiveCluster technology to optimize based on the predicted value of each keyword and group keywords with similarities across multiple attributes.

• Supports Remarketing List Ads for Search (RLSA).

• Facebook-specific bidding algorithms enable automated optimization toward brand-building and direct response goals, including CPC, CPA, ROI, and Follow Facebook Suggested Bids.

Social integration

• A Facebook Marketing Partner for Ad Technology, FBX, and Media Buying.

• Campaign management and optimization for Facebook Ads, FBX, and Twitter ads.

FBX support enables consumer retargeting with real-time dynamic creative and bid optimizations based on search and PLA performance data.


www.kenshoo.com

www.kenshoo.com


Vendor Profiles



Product Details• Social ad manager includes campaign

creation wizard.• User-customized performance

dashboards, ad and campaign templates, in-line and bulk editing, and real-time data reporting.

• Demand-Driven Campaigns identifies best-performing and trending products from paid search and PLAs (based on ROI, CVR, and click volume) and automatically translates them into customized ads on Facebook.

• Intent-Driven Audiences targets highest value audiences by automatically creating and updating Facebook Custom Audiences based on search intent.

• Defined Personas groups allow clients to establish and maintain a library of the most profitable and influential audiences.

Attribution

• Six off-the-shelf attribution policies available (first only, prefer first, divide equally, prefer last, last only, and U-shaped).

• Integrated with all media channels connected to Kenshoo, including display, affiliate, and mobile.

• Attribution model simulation on live campaigns demonstrates model impact on marketer activities.

• Dynamic attribution creates a unique value allocation for each interaction in any given conversion path with machine-learning models.

• Attribution system directly tied to bidding engine to allow for immediate impact on optimization.

• Marketers can measure conversions and revenue associated with owned and earned media to amplify high performing organic posts as paid ads.

Local/Mobile

• Local campaign functionality includes keyword/ad template libraries, radius-level geo targeting, location budget management, churn reports, call tracking integration, and phone-call conversion optimization.

• Integrated with CityGrid for access to more than 300 local advertising channels across properties like Citysearch, YP, and Superpages.com.

• Targeting options include geo, device type, OS, and on mobile web and native apps.

• Integrated call data at the keyword level to execute automated bid optimization based on call quality via partnerships with call tracking providers such as DialogTech (Ifbyphone, Mongoose Metrics), Invoca, and Marchex.

• Mobile app install and engagement formats across key mobile channels and platforms.

• Proprietary SDK and mobile measurement integrations enables LTV measurement.


• Grid analysis, advanced search, reporting dashboards, and scheduled reports available to monitor performance.

• Customizable dashboards offer 17 widget templates to measure performance and KPIs.

• Offline Fusion reports support more than 40 metrics and attributes including data from all profiles and search engine accounts.

• Excel reports and/or Excel refreshable reports can be created from any grid within the user interface.

• Kenshoo Anywhere mobile app for viewing and activating/pausing campaigns from any device.


www.kenshoo.com

www.kenshoo.com


Vendor Profiles



Product DetailsThird-party integration

• More than 100 third-party integrations completed with partners across channel management, optimization, and analytics.

Optimization partners include, but are not limited to, affiliate marketing, call tracking, ecommerce, comparison shopping, CRM, DMPs, feed management, retargeting, social publishing, SEO, and video. Analytics partners include, but are not limited to, attribution, ad serving, tag management, mobile measurement, and web analytics.

Pricing and service

• SaaS-based pricing based on package and spend levels.

• Select, Premium, and Signature packages available.

Signature includes all products and solutions; Select and Premium offer a la carte options to purchase varying features.

• All levels include 24/7 online and phone support, and an online education and training portal.


www.kenshoo.com

www.kenshoo.com


Vendor Profiles



Target customer

• Advertisers and agencies spending at least $10,000 per month across search, social, and display advertising channels.

Key customers

GAP Hotels.comSalesforce.comSymantecTransUnion WebTrends

Key executives

David Yovanno, CEOChris Lien, Founder and Executive ChairmanMatt Ackley, CMO and SVP, ProductJohn Kaele, CFO and EVP

Company overview

• Founded in 2006.• 566 employees.• IPO on NASDAQ in March 2013.• Acquired Perfect Audience in July 2014 and SocialMoov in February 2015.• More than $7.2 billion in annual ad spend under management.• 99% of revenue comes from SaaS subscription licensing fees.• Additional U.S. offices in New York, Chicago, Austin, and Portland.• Global offices in London, Dublin, Paris, Hamburg, Singapore, Sydney, Tokyo, and

Shanghai.

Product overview

• An integrated SaaS platform for search, display, and social advertising.• Positioned as a cross-channel performance advertising cloud for advertisers and

agencies to measure, manage, and optimize their ad spend across the web and mobile devices.

• Advertisers use Marin to create, target, and convert precise audiences based on recent buying signals from users’ search, social, and display interactions.

Marin Software123 Mission Street, 25th FloorSan Francisco, CA 94105(T) 415-399-2580www.marinsoftware.com

www.marinsoftware.com



Vendor Profiles




• Search: Baidu, Bing, Google, Yahoo!, Yahoo! Japan, Yandex.

• Social Networks: Facebook, Twitter, YouTube.

• Display: AppNexus, DoubleClick Ad Exchange, Facebook Exchange (FBX), Google Display Network, Microsoft Ad Exchange, MoPub, Nexage, OpenX, PubMatic, Rubicon Project, Yahoo! Ad Exchange.

• Mobile: Nexage, MoPub, Yahoo Gemini.


• Language support for English, Chinese, French, German, and Japanese.

• Supports all currencies and includes automatic currency conversion.

Campaign management

• Unified interface for campaign management across multiple publishers.

• Users targeted by intent, audience segment, geography, interest, and device.

• Automated ad testing and ad relevancy diagnostic tools.

• Campaign creation and management based on product or service inventory feeds.

• Advanced keyword and audience research tools.

Certified integrations with DMPs for building and applying audience segments across search, display, social, and other biddable media.Leverages intent, demographic, and behavioral data to inform bid strategies and channel optimization.Builds remarketing lists for search ads and lookalike audiences based on audience data.

• Campaign cloning and expansion tools for geo-targeting and keyword

expansion.• Supports Google Product Listing Ads

(PLAs), Google Shopping Ads, Google RSLA, and Bing Product Ads.


• Portfolio-based bidding solution combines algorithmic automation with flexible controls for calculation constraints and data exclusion.

• Forecasting tools build “what-if” models to determine how changes to business goals will impact volume, cost, ROI, and profit.

• Intraday bids systematically push keywords to optimal ad positions as shifts in the auction landscape are detected.

• Bidding functionality ties in offline conversions and revenue, lifetime value, and multiple conversion events.

• Revenue attribution based on click path and channel analysis.

Social integration

• Facebook Preferred Marketing Developer (PMD).

• Twitter Marketing Platform Partner.• Integrated with Facebook Atlas Ad

Network.• Facebook Campaign Wizard and

audience templates for streamlined campaign workflow.

• Dynamically rotates images and ad copy based on real-time, specified performance criteria.

• Automatic segmentation and ad targeting by location, age, gender, likes, and interests.

• Twitter and Facebook campaign management in a single interface.

Intraday bidding, reporting and optimization.Optimization based on budgets, product feeds, and TV flight schedules.Access to new features including





Vendor Profiles



Product DetailsMulti-Product Ads and Reach & Frequency Targeting.Flexible audience segmentation to understand performance across any attribute.Reach and retarget Facebook and Twitter users based on their search history on Google, Bing, and other search engines.

Attribution

• Leverages existing URL structures by automatically appending and applying correct tracking parameters.

• Attributes revenue across each click in the user journey based on exponential and U-shaped modeling.

• Stitches clicks and cost with latent and adjusted revenue from backend data warehouses for more informed optimization and bid decisions.

Local/Mobile

• Algorithmically calculates optimal ad group-level mobile bid adjustments based on business requirements and performance goals.

• Automated ad testing and ad relevancy diagnostic tools for mobile-preferred creative.

• Device-level reporting and mobile dashboards.

• Implements and tracks site links and call extensions at scale using bulk create-and-edit functionality.

• Cross device targeting for display; serves ads from MoPub and Nexage.

• Analyzes and reports on mobile search and native ad performance through Yahoo Gemini.


• Customizable dashboards include drag-and-drop widgets that provide at-a-glance KPI analysis.

• Users can create segments and

dimensions by product line, geography, brand, or any other custom category; tagging allows for the application of bulk actions and reporting across any user-defined segment.

• Advanced filtering and sorting capabilities, automated reporting and alerts, and interactive charting.

• Web Query reports create shareable links to Excel dashboards that automatically refresh.

• Cross-channel analytics reporting provides a complete view of the online funnel and how each channel contributes to downstream conversions and revenue.


• Proprietary tracking solution provides certified integrations with analytics, ad serving, call tracking, and CRM systems including: Adometry, AdForm, Adplan, Atlas, BoostCTR, BrightTag, CAMP by CyberAgent, Datalicious, DataSong, DG MediaMind, eBay Enterprise Attribution, Eulerian, FlashTalking, FusePump, Google Analytics, Google Tag Manager, IBM Enterprise Marketing, Jet Interactive, Marchex, Mediaplex, Mercent, MoPub, Mongoose Metrics, Nexage, ProductsUp, ResponseTap, RevTrax, TagMan, Tealium, Salesforce.com, Visual IQ, and Webtrends.

Pricing and service

• Priced from 2% to 4.5% of ad spend for advertisers spending more than $150,000 per month, depending on term commitment and spend.

Includes onboarding and implementation services, 24/7 customer support and training, and dedicated client services and account management.

• Priced at a flat rate of 4% of ad spend with a $500 monthly minimum





Vendor Profiles



Product Detailsfor advertisers spending less than $150,000 per month. There is also an option to pay 5% of monthly spend for clients on month-to-month contracts.

Includes self-service solution comprising 24/7 ticketing support, an online help center, and self-paced e-learning courses.





Vendor Profiles



Target customer

• Digital marketers that manage high-volume search, social, and display advertising campaigns with sophisticated technology requirements.

Key customers

Advance Auto Parts Deutsch LAExperian QASLiberty UniversityScottradeYP.com Key executives

Dhiren D’Souza, President and CEO Alaa Ismail, CFOSanthosh Nair, CTOJuan Lin, PhD., Chief Scientist Company overview

• Founded in 2004.• 50 employees.• Privately funded.• $550 million in ad spend under management.

100% of revenue comes from paid search and social technology with related strategic services.

• Additional office in Austin, TX.

Product overview

• SaaS-based suite of campaign management, bid optimization, tracking, testing, and reporting tools for optimizing paid search, display, and social ROI.

Focuses on the automation of campaign management processes and ease of implementation, with quick onboarding and minimal IT requirements.

• Reporting APIs are available to integrate with advertiser data warehouses.

SearchForce3 Waters Park Drive, Suite 211 San Mateo, CA 94403(T) 650-235-8777 www.searchforce.com

www.searchforce.com

www.searchforce.com


Vendor Profiles




• Search: Bing, Google, Yahoo!, Yahoo! Japan.

• Social: Facebook Ads.• Display: Criteo, Google Display

Network.


• Available in English and Japanese; custom translations available for an additional fee.

• Supports all languages, currencies, and time zones.

Includes automatic currency conversion in any report.

Campaign management

• Auto-campaign builder enables campaign creation from product catalogs or inventory feeds with dynamic updates based on inventory changes and promotions.

• Inventory management allows for inventory-based selling by matching product availability with paid search campaigns.

• Custom filters can be applied to generate mass updates across all managed publisher accounts at the campaign, ad group, creative, and keyword levels.

• Composite alerts to detect changing market conditions.

• Automatic URL building and tagging based on advanced formats and specifications.

• Quota management allows for custom goals and tracking by campaign, ad group, and creative.

•Copy & Clone lets users efficiently manipulate, replicate, and maintain campaigns, ad groups, creatives, keywords, and ad-extensions across accounts.

• Supports Google Product Listing Ads.


• Dynamic keyword segmentation lets users create hybrid optimization models that leverage SearchForce algorithms, standard bid rules, and custom bid calculations.

• Multiple performance-based bid strategies adapt to custom optimization goals such as CPA, traffic, ROAS, profit, and multi-metric optimization.

• Performance accelerators allow clients to customize the reaction of algorithms to market conditions and internal factors such as seasonality, statistical significance, and risk tolerance.

• Dynamic sub-portfolios can be used to pause or bid keywords to performance, position or CPC based on available inventory.

• Performance effects of bid changes can be previewed or viewed later in change-history reports.

• Bid optimization of PLAs by SKU.• Automated optimization of mobile bid

adjustments for Google’s Enhanced Campaigns eliminates the need to manually analyze and optimize multipliers for thousands of ad-groups.

• Multi-metric optimization allows for relevant value appropriation to all events within the conversion funnel when optimizing bids.

• SearchForce budget manager offers a comprehensive suite of algorithms to fully automate complex budget management, pacing, and alerting processes.

• Allows for budget settings at the account level. Budgets are then optimized and allocated at the campaign level based on KPIs such as Impression Share, CPA, CPC, ROAS.

• Provides a set of budget allocation and pacing algorithms to automatically redistribute any unused monthly account or daily campaign budgets.


www.searchforce.com

www.searchforce.com


Vendor Profiles



Product DetailsSocial integration (Facebook)

• Goal-based workflows that create campaigns and ads targeted for specific audience segments.

• Predictive Facebook algorithm displays minimum and suggested bids for ad groups.

• Custom goal management and labeling systems can be applied to Facebook campaigns for consistent reporting across channels.

• Dynamic product ad templates based on custom inventory feeds.

• Retargeting campaigns based on demographic profile, geo location, and visitor engagement.

• Customizable dashboards and reporting.

Attribution

• Universal pixel can be deployed to track users through the conversion funnel.

• Customers can assign custom weights based on multi-metric attribution models for a better understanding of behavior in the conversion funnel.

• Advanced bid optimization based on the influence of all keywords within the purchase funnel.


• Customizable drag-and-drop reporting widgets integrated into campaign workflows for quick hypothesis testing through data visualization.

• Categories and labels can be applied to analyze and filter data across all managed publisher accounts.

• Custom reporting options include

reports by clicks, device, network, geographic dimensions, and cross-channel interactions.

• Composite reports streamline creation of multiple reports by enabling views of all relevant reports in a single Excel workbook.

• Linked Dashboards harnesses any Excel functionality, including macros, formulas, and conditional formatting to run and automatically deliver customized and interactive reports on top of SearchForce data.

• Web Query reports pull report data directly into Excel without logging into the SearchForce UI.


• Direct API integrations with Criteo, Mongoose Metrics, Century Interactive, Marchex, and HomeNet.

• Automated FTP integration available for other third-party systems including CRM, inventory management, lead management, affiliate tracking, and non-API call tracking systems.

Pricing and service

• Pricing ranges from 2.25%-3% of ad spend.

$7,500 monthly minimum. • Includes implementation, training, and

ongoing support by dedicated account managers, 24/7 account monitoring, and direct contact/email.

• Add-on strategic consulting services available. Pricing upon request.


www.searchforce.com

www.searchforce.com




ResourcesBlogs

“Occam’s Razor,” by Avinash Kaushik. http://www.kaushik.net/avinash/“3Q Digital Blog,” by David Rodnitzky. http://3qdigital.com/blog/“Inside AdWords,” published by Google. http://adwords.blogspot.com/

Websites

Digitalmarketingdepot.comMarketingland.comSearchengineland.com

Articles

“It’s a Trap: Avoid These Four Pitfalls in Paid Search,” by Jared Del Prete, Director of Digital Strategy & Search,The EGC Group.http://searchengineland.com/trap-avoid-4-pitfalls-paid-search-215162

“The Importance of Search Data in Your Marketing,” by Alistair Dent, Head of Product Strategy, iProspect. http://searchengineland.com/importance-search-data-marketing-214840

“The Shifting World of Search: Predictions for 2015 and Beyond,” by John Cosley, head of Global Brand Marketing and Communications, Microsoft Search Advertising.http://searchengineland.com/shifting-world-search-predictions-2015-beyond-215237

Research Reports

Internet Advertising Revenue Report, Half-Year 2014, published by the Internet Advertising Bureau (IAB) and PriceWater-houseCoopers LLP. www.iab.net

Phone Calls: The New Ad Currency of the Smartphone Era, May 2014, published by BIA/Kelsey. www.biakelsey.com.

http://www.kaushik.net/avinash/

http://3qdigital.com/blog/

http://adwords.blogspot.com/

http://digitalmarketingdepot.com/

http://marketingland.com/

http://searchengineland.com/

http://searchengineland.com/trap-avoid-4-pitfalls-paid-search-215162

http://searchengineland.com/importance-search-data-marketing-214840

http://searchengineland.com/shifting-world-search-predictions-2015-beyond-215237

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mailto:http://www.biakelsey.com/?subject=

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