SOURCE: PointRoll

April 07, 2010 09:53 ET

PointRoll Builds Industry's Most Comprehensive Data Initiative for Informing Creative Campaigns

Open Insights Partner Program Adds Science to the Art of Advertising With Partners Including BlueKai, Datran, Compete, comScore, Nielsen PRIZM, Omniture, Quantcast, Visible Measures

NEW YORK, NY--(Marketwire - April 7, 2010) -  PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI) and the leading provider of digital marketing solutions, today announced its Open Insights initiative and suite of partnerships to help marketers more easily and better use data to inform and improve creative campaigns. Open Insights launches with sixteen initial partners spanning audience understanding and identification, targeting, dynamic creative versioning, and reporting integrations.

PointRoll's Open Insights aims to connect rich media engagement metrics with other valuable campaign data to fuse advertisers' creative and media objectives, while at the same time streamlining the process to save valuable time and resources -- ultimately driving ad effectiveness and ROI. By making it easier to harness in-depth data from a variety of sources, Open Insights empowers advertisers to better understand their audiences, find more of them, serve them exactly the right dynamic creatives, and get a complete 360-degree view of their campaign performance in the dashboards and reporting environments of their choosing.

A video overview of Open Insights is available here.

"PointRoll truly gives advertisers the power to access and use virtually any data set. It's rare to see data and creative tied together this dynamically. Now marketers can more easily understand how rich media engagement metrics relate to branding, purchase intent and sales," said Julian Zilberbrand, VP, Group Director, Technology and Ad Operations, Mediavest Digital.

Open Insights is the most comprehensive and flexible data partnership initiative in the industry, allowing PointRoll to take advantage of any available audience data and intelligence from any source on behalf of its clients. The partnerships fall into the following core benefit categories:

Identify and Understand Audiences:

Expand Target Audiences:

  • Partners in this category scale audiences by identifying or targeting "look-a-likes" and prospects
  • Partners include:
    • Quantcast, ApertureBlueKai and Nielsen PRIZM, who coordinate with publishers for targeting
    • Publishers with whom PointRoll has dynamic parameter integrations including ContextWeb and others, who enable the use of behavioral and other data for more informed targeting for creative and message delivery

Serve the Right Creatives:

  • With parameter integrations into PointRoll's Dynamic Ad Generation tool AdControl, publishers and buying platforms are able to leverage and optimize their audience data to enable marketers to create unlimited creative versions and serve exactly the right PointRoll execution to the right person at the right time
  • Partners include:

Integrate into Preferred Reporting Interfaces:

  • Advertisers and agencies are able to simplify the reporting process by pulling PointRoll data into existing reporting platforms, eliminating the need to consolidate data from multiple reporting sources
  • Partners include:
    • Omniture and other primary dashboard offerings
    • In addition, PointRoll is uniquely able to offer many flexible formats of data exports for integration into agencies' preferred reporting platforms

"Better data means better decisions. We've heard from marketers that they're looking for new ways to use data to understand and find new audiences, and to make sure they're serving the most relevant, personalized creatives to different types of users," said Max Mead, Vice President Business Development and Analytics for PointRoll. "Open Insights solves a major industry issue by helping marketers use some of the great tools and data available to them for informing their media and creative decisions, offering a consolidated view of ad effectiveness across creative, targeting, media and delivery."

Open Insights is available immediately to clients of PointRoll and Open Insights partners. Additional Open Insights partners will be added to the initiative on an ongoing basis, based on client demand and opportunities to further clients' goals through impactful integrations.

About PointRoll
PointRoll, a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is the leading provider of digital marketing services and technology. PointRoll enables advertisers, agencies and Web publishers to create, deliver and measure interactive and action-inspiring online video, rich media display, mobile, social, and search campaigns. Understanding both the art and science of the digital medium, PointRoll provides the creative tools, analytics, distributed content, and expertise marketers need to effectively engage consumers and make a memorable and measurable impression. Evolving beyond the banner, PointRoll allows marketers to find consumers wherever they are across any digital platform and deliver a relevant and engaging brand or direct response experience, dramatically improving ad effectiveness. Serving more than 350 billion impressions for more than two-thirds of the Fortune 500 brands, PointRoll delivers measurable online advertising campaign results. For more information, please visit