NEW YORK, Dec. 2, 2010 /PRNewswire/ -- TRAFFIQ, the digital media workflow tool for agencies, announced today that it is integrating a bid management tool into its workflow platform, signaling an expansion in capabilities beyond digital display ad management. TRAFFIQ Search Desk will enable TRAFFIQ clients to manage SEM and guaranteed display buying in one platform, as well as manage real-time buying, through the recently announced TRAFFIQ Trading Desk. The fully integrated capabilities will be offered in 2011. Future TRAFFIQ releases will incorporate cross-channel attribution data into the reporting, enabling advertisers to see the impact that display advertising has upon search engine marketing, and vice versa.
"There are obvious efficiencies around enabling agencies to manage both their search and display practices in one setting," said Nick Pahade, CEO of TRAFFIQ. "That is what we can offer immediately. However, we want to go beyond that, giving agencies the ability to see how both types of marketing are intertwined. The more data they have, the more easily marketers can deploy their budgets to achieve maximum ROAS."
Advertisers will be now able to use TRAFFIQ's end-to-end digital media platform for online media planning, buying, reporting, ad serving, negotiation and campaign optimization needs for upfront and real-time digital display buying, and keyword bid management all in one place. TRAFFIQ's tool will give media planners the ability to bid across all the major search engines, prioritize campaigns with customizable segments, deploy different algorithms to bid in an automated fashion, and access a full suite of comprehensive analytics.
Accessible right within TRAFFIQ's management platform, the SEM dashboard's reporting capabilities will include access to a quality score data, impression share, minimum first page bid pricing, full search queries, as well as metrics around share-of-voice and click variances. With easy to understand reports, TRAFFIQ's SEM manager will give agencies the ability to spend less time gathering information—and more time to optimize campaigns for optimal performance.
"Dozens of our agency clients are already seeing the value behind taking the mundane elements out of the upfront display buying process," said Ammon Brown, TRAFFIQ's vice president of Search and Analytics. "Adding SEM capabilities takes our value proposition to the next level. Today's successful marketer needs to understand the data behind what makes campaigns successful—and it's very hard to do that without having both search and display in the same place."
TRAFFIQ (www.traffiq.com) is an end-to-end digital media planning, buying and management platform. TRAFFIQ is headquartered in New York City, with offices in Vienna, VA. Participants in TRAFFIQ's open marketplace include over 400 agencies and direct advertisers, and over 2,500 of the world's best online publishers. TRAFFIQ was recently names #50 on the Inc. 500 list of America's fastest growing companies. For more information, contact us at [email protected].