Collective Discovers Which Half of Display Advertising Works
AMP 3.0 Enables Marketers to Predict and Immediately Target Most Receptive Audiences
NEW YORK, Nov. 18 /PRNewswire/ -- Collective, a leading media and technology solutions company for online display advertising, today released AMP 3.0, the next generation of its audience targeting, media analytics and reach extension platform for buy-side and sell-side ad networks. In an advertising industry first, AMP not only allows marketers to watch the responses of their audiences in real-time, but also enables them to see the likely responses of consumers that they did not originally target. The resulting insights are expected to significantly boost the returns of the display advertising channel.
"A century ago, John Wanamaker complained, 'Half the money I spend on advertising is wasted; the trouble is I don't know which half,'" noted Joe Apprendi, CEO of Collective. "But now, advertisers and publishers can see, in real-time, what audiences are likely to be most receptive to their ads."
Since the invention of online display advertising, marketers have been able to analyze the responses that consumers have had to specific campaigns, such as click-through and conversion rates. They have also tried to understand the responses of so-called "shadow buyers" -- audiences who were not exposed to the original campaign, but who might have been more responsive. To date, however, marketers have had limited success in making informed predictions because their analyses were based on their own small, incomplete sets of data. Further, even if those predictions were available, they couldn't quickly re-target the campaign. The new version of AMP overcomes both shortfalls, utilizing dozens of external data sources and establishing a rapid re-targeting capability so that advertisers and publishers can take immediate advantage of their new audience insights.
"It's one thing to know which audiences responded to your ad. It's another to identify the true buyers and then immediately target them," added Apprendi. "Combining this new insight into audience dynamics with applicable ad effectiveness metrics -- key elements of the AMP platform -- benefits both the demand and supply side of the equation. Advertisers want that audience insight so they can sell more, and publishers want it so they can charge more."
Delivering over 10 billion ad impressions per month, Collective's AMP is used by leading premium publishers to build audience networks, by ad networks to better manage their business, and by ad agencies and advertisers to make display-buying decisions based on audience characteristics, rather than the audiences assumed to visit specific sites. AMP 3.0 has three components: AMP Console, AMP Audience Cloud, and AMP Network.
AMP Console is a complete command-and-control center for managing display ad campaigns. It can analyze audiences and provide immediate targeting, deliver real-time performance analytics and track the resulting revenue, ensuring the most efficient financial returns for each ad impression. Rather than serving the ads itself, AMP Console integrates with servers such as DART, instructing the system on value of audience data and ad inventory. In addition to analyzing audiences, publishers can manage audience extension, ad networks can manage affiliate networks, and ad agencies can manage their media spend all using the AMP Console.
AMP Audience Cloud contains anonymous data on 165 million web users, representing 80 percent of the U.S. Internet population. The cloud uses information from third-party providers such as DataLogix, BlueKai, TargusInfo, and Bizo, as well as data owned by advertisers and Collective's proprietary Personifi enthusiast segments, and can accommodate any type of data in any type of format. The AMP Audience Cloud empowers AMP clients to reach specific audiences for campaigns, and provides the data that powers the analytics possible in the AMP console.
AMP Network is one of the largest collections of premium inventory in the U.S. The AMP Network aggregates inventory from the premium publishers and ad exchanges that utilize the AMP Console and Audience Cloud, including the Collective Network, the 13th largest ad network in the U.S. This premium ecosystem provides a pool of inventory for publishers to white label or use for "overflow" capacity when they have more ads to serve than inventory on which to display them. Publishers can also create custom audience, content and behavioral and DMA networks to extend their reach online, finding their users -- and similar "lookalike" users in many cases -- across the premium web.
Collective is a leading media and technology solutions provider for display advertising. Founded in 2005, the company delivers targeted audiences to advertising agencies, brand advertisers and publishers. Collective's industry expertise provides a strategic advantage to its clients by leveraging insights to reach audiences. Its flagship solutions are the Collective Network®, the original transparent network for brands; Collective Video(TM), the world's first audience-driven video network; Collective Direct(TM), the high quality network for direct marketers.; and AMP®, the leading ad network administration, audience targeting and reach extension platform. The company is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco. For more information, visit www.collective.com.
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