SOURCE: Integrate

Integrate

May 23, 2013 09:00 ET

Integrate Strengthens AdHQ Platform With New Self-Serve DSP

DSP Addition Enhances Closed-Loop Campaign Management Capabilities

PHOENIX, AZ--(Marketwired - May 23, 2013) - Integrate, a leading advertising technology provider, today announced the addition of its self-serve Demand-Side Platform (DSP) to Integrate AdHQ. The new self-serve DSP enables paid media buyers to purchase and manage their own digital media buys in real-time. With access to display, mobile, social and video inventory, Integrate's DSP helps customers easily plan and execute every aspect of the digital marketing process -- from audience identification to site placement selection to creative management -- all while providing access to Integrate's in-house team of digital media experts.

Integrate's DSP is a pivotal addition to the AdHQ platform, which until now clients primarily used to execute their performance marketing programs. With this conjoined technology, buyers are now able to leverage the A/B test data they accumulate via the performance marketplace to implement highly relevant targeting for their programmatic campaigns -- instead of starting from scratch and hoping that advanced algorithms will discover their niche audience. This effectively closes the loop for performance marketers allowing them to easily transition to the DSP and immediately benefit from optimized traffic.

Advertisers can use existing customer data as well as past and present audience compositions of their owned media to establish look-a-like models and URL white lists. They can approve network partners, exchanges and sell-side platforms (SSPs) to buy across as well as create custom audience segments using more than 1,000 targeting filters -- including demographic and behavioral traits, geography and device type. These granular targeting and retargeting capabilities combined with third-party audience data ensure relevance for each impression.

The DSP contains several tools that facilitate campaign management and optimization. Integrate buyers can simultaneously manage and analyze performance creative across both their DSP and affiliate-based areas of AdHQ. Unlike some networks and DSPs that do not permit advertisers to use certain creative units -- such as rich media or flash-based ads -- AdHQ allows media buyers to use any type of creative and compare performance at an individual impression level. These capabilities strengthen the power of Integrate AdHQ's closed-loop management platform, providing deeper transparency into the entire lifecycle of paid media campaigns in one intuitive dashboard.

"While most DSPs are simply 'me-too' solutions that claim enhanced reach, smarter algorithms and superior capabilities, we offer the perfect combination of technology with a human element," said Bodhi Short, SVP of Product Development at Integrate. "By bridging the worlds of digital and performance, AdHQ delivers a holistic approach that represents the true meaning of a closed-loop media buying experience. Using our DSP, clients also gain access to our internal digital media experts for strategy development and execution tips as well as advanced tech training and support."

The combination of Integrate's DSP and services teams solves one of the most common concerns associated with programmatic technology -- access to human interaction. In fact, according to an OpenX and Digiday survey of 800 digital buyers, sellers and intermediaries in the programmatic marketplace, the human touch was cited as a top priority along with ad quality review. Integrate's DSP clients gain instant access to a team of digital media planning specialists to help identify optimal placements for impressions while mitigating damage to a brand's identity.

The lack of ad serving fees, segment management fees and platform minimums makes it easy for brands to begin testing the technology.

About Integrate
Integrate is the first advertising technology provider that empowers media buyers to plan, launch, analyze and optimize marketing campaigns across performance, digital and traditional media. Integrate's AdHQ offers buyers and sellers an end-to-end solution that supports the entire lifecycle of paid media campaigns in one intuitive dashboard. The platform's regulated ecosystem ensures the success of any cross-channel marketing strategy across online, offline and mobile. AdHQ includes industry-leading analytical tools necessary to measure campaign effectiveness and optimize tactics in real time. Through advanced technology, Integrate saves marketers hundreds of hours in manual processes, enabling a single media buyer to do the work of an entire team.

To learn more, visit www.integrate.com or follow Integrate on Twitter @Integrate.

Contact Information

  • Media Contact:
    Ali Kramer
    Barokas Public Relations for Integrate
    206-264-8220
    Email Contact