ADOTAS – AdReady CEO Karl Siebrecht is still dumbfounded that DSPs don’t integrate the creative side into their platforms.
“It’s like they’re missing half the equation,” he said. “The market is calling for it, but it’s hard to do this well.”
The inclusion of creative automation in AdReady’s display platform makes it a true end-to-end resource for advertisers, he said. Today at the company’s partner summit, AdReady is releasing Version 3 of its platform, which includes new intelligent campaign association tools for editing and coordinating multiple pieces of creative within an unlimited number of campaigns.
Most of the improvements were borne out of the feedback of its advertising customers, he added, whose strong opinions are backed by impressive experience. Also new in Version 3 is an enhanced recommendation algorithm providing automatic optimization across numerous media properties.
AdRaady considers itself the first DSP as its platform came to market in 2007 and was the first to integrate with the Right Media Ad Exchange. The DSP offers precision targeting of specific audience segments through algorithmic media planning as well as cost-effective dynamic marketing
“Most companies are mere mortals and they don’t have the huge budgets to manage display in a sophisticated way — to incorporate the art, science and investment required,” Siebrecht said. “Big advertisers spend so much money on display because it is successful.” In effect, he said, DSPs are bringing efficiency to all players.
The former president of Atlas before and after aQuantative was acquired by Microsoft in 2007, Siebrecht left Big M to join AdReady last year after being sent a demo by former CEO and current Board Chairman and Chief Strategy Officer Aaron Finn.
“We always hoped Atlas would turn into a DSP” like AdReady, Siebrecht said. “Moving to AdReady felt like the next phase in a journey.”