Ad Management Is Officially A Convoluted Mess: The Growing Need for Cross-Network AdTech

Written on
Oct 7, 2013 
Richard L. Tso  |

ADOTAS – With worldwide digital advertising spend expected to skyrocket from $104 billion in 2012 to $173 billion by 2017, advertisers, in turn, have been bombarded with a plethora of new ad formats, networks, exchanges and technologies to sort through. Marketers must juggle between network dashboards, spreadsheets and desktop editors to make campaign optimization decisions.

The post-programmatic world will not depend so much on the creative elements of a campaign, but on the targeting strategies and tools brands and agencies employ to view, manage and optimize integrated ad performance. With new ad types and ad networks cropping up weekly, businesses are reliant on technologies to help them manage complex campaigns across multiple networks.

Companies like AdStage, Integrate, Promodity and Dispop are offering different permutations to help unify the ad management process towards a single dashboard.

AdStage unveiled its cross-network ad management and analytics platform last month at Advertising Week that helps brands aggregate campaigns across Google, Bing, Facebook & LinkedIn, unifying the realms of: search, social, mobile and display. The platform includes a fully integrated app integration that offers expanded features for marketers with app partners like Unbounce, Bigstock, ReTargeter, and Getty Images.

Traditionally, businesses with ad spend under $100,000 per month have been left behind by existing enterprise ad management tools, viewed as not producing high enough yield to make it worthwhile for ad tech companies to draw their dollars.  Large businesses and agencies manage this by integrating their systems with complex enterprise tools but the majority of advertisers have been left without a solution.

“We were frustrated by enterprise ad tools that locked out the bulk of advertisers with $100,000 monthly ad spend minimums, resource-intensive onboarding and restricted access by forcing you to demo with salespeople to get started” says Sahil Jain, CEO and co-founder of AdStage. ”Spend any amount of time building campaigns and you’ll see managing networks without the right tech comes at a huge opportunity cost from lost time and lost revenue.”

AdStage will be developing additional apps to expand the platform into complementary advertising efforts like multivariate ad copy generation, A/B testing and keyword research. New apps will be prioritized according to customer votes and released every few weeks. Partner apps will provide features like Facebook retargeting (FBX), landing page optimization, competitive intelligence, banner ad creation and stock image libraries with a wealth of creative assets.

Jain added, “There is no surprise that the future of advertising is moving to digital. Beyond that, advertising is becoming incredibly targeted as the targeting parameters continue to become more and more specific to individuals. In addition, we’ll see the emergence of new networks and new ad types. In particular, the question of ‘what is an ad?’ is coming into question more and more. As ad types morph and become more and more like content pieces that just so happen to be promoted, users are beginning to engage with such ads in ways the industry has not seen before.”

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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