Enterprise Paid Media Campaign Management Platforms 2015: A Marketer's Guide

A Digital Marketing Depot Research Report

M A R K E T I N T E L L I G E N C E R E P O R T

Enterprise Paid Media Campaign Management Platforms 2015A Marketerrsquos Guide

C

M

Y

CM

MY

CY

CMY

K

Audience_Ad_final_paths_v11pdf 1 7215 408 PM

copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 1 Email whitepapersdigitalmarketingdepotcom


Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide

Table of ContentsScope and methodology 2Paid media market overview 3

Table 1 Internet advertising market share first half 2013 vs first half 2014 3Table 2 US internet advertising revenue first half 2013 vs first half 2014 (in $M) 3

Vendors respond to demand for expanded capabilities 3Table 3 Selected paid media market transactions 2014-2015 4

Point solutions thrive despite market consolidation 5Table 4 Selected paid media campaign management point solutions 5

Paid media market trends 7Trend 1 Increasing depth and breadth of mobile management tools 7Trend 2 Search advertisers vendors try to keep pace with changing ad formats 7Trend 3 Big Data brings predictive analytics to search 8

Enterprise paid media campaign management platform capabilities 9Multichannel media support 9Multichannel attribution 9Bid management and optimization Intra-hourly bidding 9

Table 5 Select paid media campaign management platform capabilities 10App SDKs 11Predictive analytics 11

Choosing an enterprise paid media campaign management platform 12The benefits of automating paid media campaign management 12Enterprise paid media campaign management platform pricing 12Recommended steps to making an informed purchase 13Step One Do you need an enterprise paid media campaign management platform 13Step Two Identify and contact appropriate vendors 14Step Three Scheduling the demo 15Step Four Check references negotiate a contract 16

Conclusion 17Vendor Profiles 18

Acquisio 18Adobe Media Optimizer 21Campanja 24DoubleClick Search 27IgnitionOne 31InsideVault 34Kenshoo 37Marin Software 41SearchForce 45

Resources 48




Scope and methodologyThis report examines the current market for enterprise paid media campaign management platforms and the considerations involved in implementing paid media management software This report answers the following questions

bull What trends are driving the adoption of enterprise paid media campaign management platforms

bull Who are the leading players in enterprise paid media campaign management platformsbull What capabilities do enterprise paid media campaign management platforms providebull Does my company need a paid media campaign management platformbull How much does a paid media campaign management platform cost

For the purposes of this report paid media campaign management is defined as software that manages paid search campaigns as well as other paid digital media such as social and display advertising If you are considering licensing an enterprise paid media campaign management platform this report will help you decide whether or not you need to The report has been completely updated since its February 2014 publication to include the latest industry statistics developing market trends and new vendor profiles and product updates This report is not a recommendation of any paid media campaign management platform or company and is not meant to be an endorsement of any particular product service or vendor

The companies chosen were selected based on their roles as industry leaders in paid search campaign management software or their entire revenue comes from paid media campaign management technology and services For a growing number of vendors paid media campaign management now includes paid search display and social media advertising We have not included companies that offer paid media campaign management tools as part of a larger offering of services ie larger agencies using proprietary tools nor have we included companies that focus primarily on paid media bid management software All are viable options for managing digital advertising but they fall outside the scope of this report The report was prepared by conducting in-depth interviews with leading vendors and industry experts Interviews took place in February and March 2015 These in addition to third-party research form the basis for this report

March 2015Consulting Editors David Rodnitzky CEO 3Q Digital Ginny Marvin Paid Media Reporter Third Door MediaResearchWriters Brian Kelly Principal Candlewood CreativeWriter Karen Burka Senior Research ConsultantEditor Claire Schoen VP Marketing Services Third Door Media




Paid media market overview Search mobile displayretargeting and social media advertising head up an expanding group of paid digital media that are now being supported by campaign management platforms Yet despite this proliferation of channels and ad formats paid search continues to be the foundation for todayrsquos digital marketing strategies Search revenue reached $91 billion in the first half of 2014 a 4 increase over $87 billion in the first half of 2013 according to the Internet Advertising Bureau (IAB) Paid search still represents the largest share of the internet advertising pie with 39 of the market (see Table 1)

While the rate of growth in desktop search is slowing ndash paid search rose 7 from the first half of 2012 to the first half of 2013 ndash mobile search continues to explode Mobile search revenue which is included in IABrsquos mobile revenue total reached $27 billion in the first half of 2014 compared to $25 billion for mobile display and $103 million for other mobile formats When desktop and mobile search revenue are combined paid search revenue totaled $118 billion in the first half of 2014 ndash half of all internet advertising revenue

As an ad format mobile now represents nearly one quarter of all internet advertising with revenue increasing 76 to $53 billion in the first half of 2014 (see Table 2)

Vendors respond to demand for expanded capabilities

Advertiser demand for biddable marketplaces is growing as brands seek more accountability in their digital media buys and subsequent return on investments As the breadth of paid media channels increases advertisers are also looking for a more holistic view of their campaigns This includes seamless integration of digital and offline data through interconnected campaigns in search mobile displayretargeting and social media

Vendors have responded to this demand by expanding their capabilities through acquisitions product repositioning and organic growth funded by venture capital (see Table 3)

In March 2015 Kenshoo launched its Infinity Suite which it has positioned as a full-service paid media suite The package includes mobile search and display modules as well as predictive analytics for each channel Kenshoo initiated several transactions in 2014 to enable

Notes Display related includes banner ads digital video commercials rich media and sponsorships Effective in 2014 the IAB no longer captures email as an advertising format

Source Internet Advertising Bureau

Table 1 Internet advertising market share first half 2013 vs first half 2014

43

30

15

6 4

First half 2013

Search

Display Related

Mobile

Classifieds ampDirectories

Lead Generation

39

28

23

6 4

First half 2014

Advertiser demand for biddable marketplaces is growing as brands seek more accountability in their digital media buys and subsequent return on investments




the launch In April the company raised $20 million in a Series F round of venture funding led by Bain Capital Ventures The company then acquired Israeli-based social ad tool Adquant in September 2014 for a reported $12 million and announced partnerships with Oracle Atlas and DataPop to boost its social media and cross-device campaign management

Marin Software which raised more than $100 million in a March 2013 IPO acquired Perfect Audience a display and retargeting tool in July 2014 for $23 million In February 2015 Marin also bought Facebook ad platform SocialMoov for a reported $21 million in cash and stock

Google bought attribution tool Adometry in May 2014 and renamed it Adometry by Google

After initiating a $34 million management buyout from parent company Dentsu in July 2013 IgnitionOne used 2014 to raise new capital and make several acquisitions The company closed a $20 million Series B round of funding in June 2014 and in August purchased Human Demand a mobile demand-side platform (DSP) Earlier in March 2014 IgnitionOne acquired data management platform (DMP) Knotice

Campanja a newcomer to this report expanded its product offerings after receiving $5 million in Series A funding in February 2014 led by Hoxton Ventures and DFJ Esprit Campanjarsquos technology now includes high-frequency tracking bidding and predictive modeling to improve paid media campaign management efficiency

Note Display related includes banner ads digital video commercials rich media and sponsorshipsSource Internet Advertising Bureau

Table 2 US internet advertising revenue first half 2013 vs first half 2014 (in $M)

Search

Rich media

Banner ads

Mobile

Classifieds and directories

Lead generation

Total

Display related

Sponsorships

Digital video commercials

Ad category

$8728

$640

$3780

$3038

$1291

$853

$20066

$6078

$351

$1307

First half 2013

$9081

$694

$3917

$5333

$1307

$911

$23091

4

8

4

76

1

7

15

$6459

$366

$1481

6

4

13

First half 2014 Change

The Future of Digital Advertising

You have big aspirations

(650) 362-8085 | helloinsidevaultcom | wwwinsidevaultcom

So do we

Thats why we built the industrys top performing platform




Point solutions thrive despite market consolidation

Despite some market consolidation due to acquisition point solutions play an important role in the paid media market as enterprises seek best-of-breed tools to use in conjunction with their campaign management platforms and small and mid-size businesses (SMBs) look for affordable options to manage singular paid media tasks such as attribution ad text keyword and bid optimization and PLAs and product ads on Google Shopping and Bing Shopping (see Table 4)

Displayretargeting tool Criteo expanded its capabilities by acquiring DataPop in February 2015 while keyword optimization tool WordStream bolstered its efforts to remain independent by raising $9 million in Series C financing in July 2014 Several point solutions were acquired by enterprise content marketers to bring selected campaign management capabilities in house For example in May 2014 WalmartLabs bought PLA management tool Adchemy while AOL purchased attribution tool Convertro

Source Third Door Media

Table 3 Selected paid media market transactions 2014-2015

February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition

Series B venture round

Acquisition

Series F financing

Bought Facebook ad platform SocialMoov for a reported $21 million in cash and stock

$20 million Series B round led by SoftBank Capital

Terms not disclosed for acquisition of mobile DSP Human Demand

$20 million Series F round led by Bain Capital Ventures

Acquisition

Acquisition

Acquisition

Bought Israeli-based social ad tool Adquant in September 2014 for a reported $12 million

Terms not disclosed on acquisition of attribution tool Adometry

$23 million purchase of Perfect Audience a display and retargeting tool

Transaction Details





Table 4 Selected paid media campaign management point solutions

Ad text optimization and testing

Keyword optimization

Bid optimization

Attribution

PLAsShopping campaigns

DisplayRetargeting

Paid media tactic

AdAlysisAdBasisBoost Media

WordStream

adCoreOptiMine

C3 MetricseBay Enterprise AttributionMarketShareVisual IQ

AdlucentChannel AdvisorChannel Intelligence(by Google)Merchant AdvantageProductsup

AdRollChangoCriteoMagneticRetargetercomRocket FuelSimplifiTellApartTriggit

Vendor

wwwadalysiscomwwwadbasiscomwwwboostmediacom

wwwwordstreamcom

wwwadcorecomwwwoptiminecom

wwwc3metricscom wwwebayenterprisecommarketing_solutionsattributionwwwmarketsharecomwwwvisualiqcom

wwwadlucentcomwwwchanneladvisorcomwwwgooglecomadschannelintelligence

wwwmerchantadvantagecomhttpproductsupio

wwwadrollcomwwwchangocomwwwcriteocomwwwmagneticcomwwwretargetercomwwwrocketfuelcomwwwsimplifiwwwtellapartcomwwwtriggitcom

Details

wwwsearchforcecom 6502358777 salessearchforcecom

Enterprise-class Digital Marketing SoftwareSearchForce

Expertisebeyond

the basics

Technologybeyondcompare

Innovationbeyond

expectation




Paid media market trendsThe enterprise paid media campaign management market is being driven by a number of important trends including

1 Increasing depth and breadth of mobile management tools2 Search advertisers vendors try to keep pace with changing ad formats 3 Big Data brings predictive analytics to search

The following sections discuss each of these trends in more depth

Trend 1 Increasing depth and breadth of mobile management tools

With one quarter of all search inquiries now coming from mobile devices ndash according to BIAKelsey ndash accurate and efficient management of mobile search bidding tracking and measurement is a necessity for search marketers

Previously paid media campaign management platform vendors re-engineered their software to optimize bid multipliers for mobile keywords Several 2014 platform releases featured tools such as ldquoMobile Bid Adjustmentsrdquo to more accurately automate the mobile bid multiplier that search advertisers could use in their Enhanced Campaigns Other platforms incorporated new optimization software to identify the influence of mobile keywords on desktop and tablet CPCs to allow advertisers to place more cost-effective bids

Vendors have become more aggressive however viewing mobile capabilities as a key differentiator in what is becoming a consolidated paid media campaign management software market In August 2014 IgnitionOne acquired Human Demand a mobile demand-side platform (DSP) which enables its clients to do programmatic buying specifically for mobile

Adobe Marin and Kenshoo are among vendors that now offer software developer kits (SDKs) that extensively track in-app transaction usage and conversion data and link it to source keywords and ads SDKs facilitate mobile measurement including more accurate channel attribution modeling

Geographic targeting also has become more sophisticated Among the features available are radius-level geo-targeting to create manage and optimize local campaigns as well as location-specific analytics and bid modifiers for manual or algorithm-based optimization The goal is to implement dayparting strategies that more accurately engage mobile consumers with relevant ads at optimal times

Trend 2 Search advertisers vendors try to keep pace with changing ad formats

Enhanced Campaigns Google Shopping PLAs and Local Inventory Ads Bing Shopping Ads Google Voice Yahoo Gemini Remarketing Lists for Search Ads (RLSAs) App Engagement Ads Dynamic Search Ads Call-Only Ads ndash search ad formats continue to evolve Industry experts estimate that for some retail brands Google Shopping PLAs now comprise as much as 30 of digital marketing budgets PLAs appear in their own box on Google search results pages above or to the right of organic search results Search results on Google Shopping are built on PLAs and allow shoppers to compare and purchase products directly from their store on the site

Vendors have become more aggressive however viewing mobile capabilities as a key differentiator in what is becoming a consolidated paid media campaign management software market




Behind many of these changes is a fundamental shift from keyword-focused search advertising to device-neutral audience-driven campaign decision making RLSAs for example combine visitor website behavior with subsequent search queries on Google Advertisers can customize search ad campaigns for people who have previously visited their sites and tailor bids and ads to those visitors when theyrsquore searching on Google

Yahoo introduced Yahoo Gemini an ad marketplace for mobile search and native advertising in February 2014 Available through the Yahoo Ad Manager Yahoo Gemini allows search advertisers to buy manage and optimize their mobile search and native ad spend in a unified marketplace

Campaign management platform vendors have responded by increasing their support of multiple search ad formats Several vendors profiled in this report offer shopping campaign support for both Google and Bing as well as Google Shopping management capabilities that leverage bidding and semantic optimization Product feeds have become integral to this process with vendors offering feed-driven solutions that connect with backend inventory systems to automatically create ads based on in-stock products and seasonal pricing and promotions More vendors offer DMP integration (or a built-in DMP) to facilitate segmentation and intent-based audience building

Trend 3 Big Data brings predictive analytics to search

The proliferation of search ad formats and channels has resulted in search marketers collecting measuring analyzing and reporting on more data than ever before Both marketers and paid media campaign management platform vendors are looking to machine learning in the form of predictive analytics to unlock the opportunities ndash and challenges ndash that Big Data has brought with it

For example predictive real-time bidding for Googlersquos Enhanced Campaigns now automatically optimizes bids by location timeseasonality and device at both the ad group and campaign levels Some vendors offer predictive real-time bidding based on inventory changes andor revenue capacity Bid modifiers also are rapidly changing with dimensional modeling by device geography (location) audience time of day and day of the week becoming available through paid media campaign management platform vendors

Marketers and vendors also are focused on optimizing their paid media mix through the creation of ldquocustomer-level data storesrdquo By combining and analyzing first- and third-party data from publishers data sellers and marketersrsquo internal CRMs vendors are using predictive media models to maximize client ROI in each paid media channel

Selected introductions of search ad formatsMarch 2014 Product Ads (Bing)

February 2014 Yahoo Gemini

July 2013 Google AdWords accounts transitioned to Enhanced Campaigns

June 2013 Google RLSAs

October 2012 Google Voice (for iOS)

October 2012 PLAs (Google)

May 2012 Google Product Search becomes Google Shopping


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Enterprise paid media campaign management platform capabilitiesVirtually all enterprise paid media campaign management platforms now offer a core set of paid media tools and capabilities that focus on

bull Automated bid management and optimizationbull Multichannel attribution modelsbull Campaign and creative optimization andbull Campaign performance analytics and reporting

The platforms begin to differentiate by offering more advanced capabilities that include ndash but are not limited to ndash the following

bull Intra-hourly bid adjustmentsbull Multichannel media support and data integrationbull SDKs for mobile app tracking andbull Support for multiple search ad formats (ie PLAs RLSAs Google Voice)

The following section discusses some of these capabilities and the key considerations involved in choosing an enterprise paid media campaign management platform (see Table 5)

Multichannel media support

As the breadth of paid media channels increases advertisers are looking for a more integrated approach to managing campaigns across channels This includes more seamless integration of their first-party digital and offline data through interconnected campaigns in search mobile displayretargeting and social media In response paid media campaign management platforms now support a wider array of media Automated workflow and bidding processes are available to manage budgets and staff resources across multiple digital channels The majority of vendors profiled in this report fully manage ad creation bidding analytics and reporting for the media that they support in each of these digital channels

Multichannel attribution

Virtually all of the platforms profiled in this report offer some level of conversion attribution that uses machine learning to assign value to different touch points along the conversion path The goal is to more effectively allocate spending across paid media channels The platforms begin to differentiate by the number of attribution models available and the advanced capabilities they provide Several platforms offer sophisticated attribution systems that integrate campaign data from multiple digital (ie search display and social) and offline channels (namely click-to-call tracking from a search ad back to a dealer or franchise location) Many platforms now provide customizable attribution models that include first click last click equal weight or time decayed

Bid management and optimization Intra-hourly bidding

A key differentiator among platforms is the frequency of bid updates which includes how often data is refreshed and how often bids can be adjusted Today several paid media campaign management platforms offer intraday or even intra-hourly bidding updates that allow the system to adjust bids several times per hour or day These capabilities vary from

As the breadth of paid media channels increases advertisers are looking for a more integrated approach to managing campaigns across channels




Table 5 Select paid media campaign management platform capabilities

Facebook Preferred Marketing Partner1Fully managed media that includes ad creation management bidding and reportingSearch Engines AD=adMarketplace AOL=America Online ASK=Askcom BA=Baidu BI=Bing CG=CityGrid GO=Google NA=Naver YA=Yahoo YAJ=Yahoo Japan YAN=YandexSocial Networks FB=(Facebook Facebook Marketplace) IN=LinkedIn TW=Twitter YT=YouTubeDisplay Networks AF=Adform AD=AdTech AB=AdBrite AM=AdMeld AP=AppNexus ATD=Acquisio Trade Desk BL=BlinkX BU=Burst CA=Casale CR=Criteo DC=Doubleclick FBX=Facebook Exchange FL=Fluct GE=Geniee (Japan) GDX=Google Ad Exchange GDN=Google Display Network IM=Improve Digital IP=IPon Web KL=Kauli LI=Ligit MO=MoPub MSX=Microsoft Ad Exchange NE=Nexage OX=OpenX PU=PubMatic PP=PulsePoint RMX=Right Media Exchange RU=Rubicon SZ=Sizmek SM=Smart Adserver SW=Switch YA=Yahoo (including Yahoo Gemini Yahoo Ad Exchange) YIL=YieldLab YIO=YieldOne


Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search

Adobe Media Optimizer

8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4

FB YTAOL ASK BI GO NA YA YAN

GDN YA

FB TWAD AOL ASK BA BI CG GO YA

YAJ YAN

AM AP CR FBX GDN GDX MSX MO

NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN

AP DC FBX GDN MO MSX NE OX

PU RU YA

FBBI GO YA YAJ CR GDN

4 44FBAOL BA BI GO YA YAN

AD AP BL BU CA CR FL GE GDN

IM IP KL LI OX PP PU RU SM SW YA

YIL YIO

4 84FB INBA BI GO YA YAJ YAN

AF ATD DC SZ

4 8

4 4

4 448AOL BA BI GO YA YAJ

GDN

4 48FBBA BI GO YA YAJ YAN

AM AP FBX GAX GDN MSX OX PU

RMX RU

PlatformMultichannelattribution

App SDK Supported media1

SocialSearch engines Display

Intra-hourly bidding

PLA supportPredictive analytics




One quarter of all search inquiries now come from mobile devices making accurate and efficient management of mobile search bidding tracking and measurement a necessity for search marketers

vendor to vendor For example some platforms provide preset or scheduled dayparting adjustments to account for seasonality or time-of-day trends Other platforms use predictive bidding based on inventory changes some also automatically adjust bids after significant site events such as a sale or registration Itrsquos important to inquire about these types of details if bidding update intervals is important to your paid media strategy

PLA support

With the transition of Googlersquos organic Google Shopping results to a paid model built on PLAs search marketers must closely align their paid and organic search strategies and tactics Bing also now offers Product Ads Both types of PLAs provide a richer more visual search experience for end users Googlersquos PLAs are based on feeds submitted via Googlersquos Merchant Center Likewise Bing Product Ads are based on feeds submitted through the Bing Merchant Center The majority of paid media campaign management platforms profiled in this report support Googlersquos PLAs and many support product ads from both Google and Bing

App SDKs

One quarter of all search inquiries now come from mobile devices making accurate and efficient management of mobile search bidding tracking and measurement a necessity for search marketers Several vendors now offer software developer kits (SDKs) that extensively track in-app transaction usage and conversion data and link it to source keywords and ads SDKs facilitate mobile measurement including more accurate channel attribution modeling

Predictive analytics

Big Data has come to search as marketers are collecting measuring analyzing and reporting on more data than ever before In response paid media campaign management platform vendors are using machine learning ndash namely predictive analytics ndash to improve the accuracy efficiency and ROI of client spending The technology can now include predictive real-time bidding for Googlersquos Enhanced Campaigns that automatically optimizes bids by location timeseasonality and device at both the ad group and campaign levels Bid modifiers also are rapidly changing with dimensional modeling by device geography (location) audience time of day and day of the week becoming available




Choosing an enterprise paid media campaign management platformThe benefits of automating paid media campaign management

The paid media marketing landscape has become increasingly complex as the speed of search engine algorithms and development changes accelerate and marketers demand more integrated channel capabilities Automating paid media campaign management through an enterprise platform can improve efficiency and productivity by providing the following benefits

bullWorkflow efficiency Workloads can reach unmanageable levels when you have to manage site links product extensions retargeting and support for Facebook and other social marketing platforms in addition to managing ad groups ad copy keyword lists and bids An automated paid media platform can simplify day-to-day campaign management and reporting

bull Increased productivity By freeing up time once spent on manual tasks managing keywords bids and campaigns search marketers can spend more time on creative aspects of their campaigns such as testing ads or landing pages

bull Integrated view of digital marketing As the breadth of paid media channels increases advertisers need a more holistic view of their campaigns across channels Automating campaign management can lead to more seamless integration of first- and third-party digital and offline data through interconnected campaigns in search mobile displayretargeting and social media

bull Improved campaign performance Paid media technology optimizes bidding potentially increasing performance and campaign ROI through a more intelligent allocation of dollars To reap these benefits marketers need to carefully evaluate platforms to find the best fit and the one they agree will not only improve campaign performance but also increase efficiency

bullStreamlined reporting Reporting functions and capabilities are built into most paid media campaign management platforms reducing the amount of time spent on (and errors that can creep into) manual reporting Automated reporting can be a huge benefit for agencies that must report to multiple clients with different needs and for marketers who create internal reports

bullScalability Many marketers find that their paid media marketing programs are growing and becoming more time-consuming without automating manual tasks Most platforms are built to handle the uploading and management of millions of keywords across the search engines as well as multichannel campaigns in social and display advertising

Enterprise paid media campaign management platform pricing

Virtually every paid media platform vendor licenses its technology on a software-as-a-service (SaaS) basis the technology is hosted by the vendor and customers log into a web-based dashboard to utilize the system Customers license the use of the technology on a monthly basis although the majority of vendors require an annual contract Because of the increasingly complex nature of data integration and the varying levels of service required few vendors publish their fee structures However it is typically based on a percentage of ad spend with the percentage decreasing as the spend increases

Workloads can reach unmanageable levels when you have to manage site links product extensions retargeting and support for Facebook and other social marketing platforms in addition to managing ad groups ad copy keyword lists and bids




Recommended steps to making an informed purchase

Understanding your current marketing processes knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the paid media campaign management platform decision-making process The following section outlines four steps to help your organization begin that process and choose the campaign management platform that is the right fit for your business needs and goals

Step One Do you need an enterprise paid media campaign management platform

Deciding whether or not your company needs an enterprise-level campaign management platform calls for the same evaluative steps involved in any software adoption including a comprehensive self-assessment of your organizationrsquos business needs staff capabilities management support and financial resources Use the following questions as a guideline to determine the answers

1 Does it make more sense to buy or build the technology Issues to consider include resources ndash both staffing and financial ndash as well as data control Are you comfortable with a third party having access to your data Do you understand the total cost of ownership of a third-party platform Can your internal staff keep pace with the rapid pace of changes in ad formats search engine requirements and tracking methods

2 What features are most important for our business needs If yoursquore an online retailer robust bid optimization for millions of keywords towards a CPA goal will be an important factor If yoursquore a B2B marketer focused on lead generation a platform that can optimize based on CPL targets will be a key capability Other companies that are short on internal resources may find that a partner with a full-service approach is critical Make sure you have gathered all of the relevant feedback from your team so that you can prioritize your criteria

3 Who will use andor maintain the platform Staffing is key to the successful adoption of any digital marketing platform Without the proper skilled people in place the tool can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve user experiences

4 Do we need self serve full service or something in between Different platform vendors provide different levels of customer service and strategic consulting services For example can you internally manage keyword creation landing page optimization bidding ad text testing account structure development integration with site analytics and integration with cross-channel data Itrsquos important to have an idea of where you fall on the spectrum

5 Are we spending more time lsquodoing the mathrsquo than running a campaign If you find yourself with no time to manage creative or evaluate overall campaign performance it might be time to automate

6 Do we want or need to integrate display and social media advertising campaigns For many marketers paid media marketing now includes search display and social media If this is true for your organization you may need a platform that can integrate these channels and you may need better internal alignment across teams to make it work

7 Do we have complex or ongoing reporting needs When marketing staff or agency clients have requests for specific reports and ongoing reporting needs campaign management tools can automate reports across all the major search engines and social networks

Understanding your current marketing processes knowing how to measure success and being able to identify where you are looking for improvements are all critical pieces of the paid media campaign management platform decision-making process




8 How will we define and then benchmark success What key performance indicators (KPIs) do you want to measure and what decisions will you be making based on campaign performance For example do you want to measure increases in search engine rankings Or the impact display retargeting has on website conversion Set your business goals in advance to be able to benchmark success later on Without them justifying the expense of the platform or paid media marketing programs to C-suite executives will be difficult

9 What is the total cost of ownership Paid media campaign management platform vendors typically charge clients a percentage of their monthly advertising spend There may be additional fees for platform set-up integration or staff training Professional consulting services may also be available if you need additional expertise in paid media channels such as display and social media marketing

Step Two Identify and contact appropriate vendors

Once you have determined that an enterprise paid media campaign management platform makes sense for your business spend time researching individual vendors and their capabilities Make a list of all the paid media capabilities you currently have those that you would like to have and those that you canrsquot live without This last category is critical and will help you avoid making a costly mistake

For example whether or not to choose a full-service platform versus an ad text or bid optimization point solution or an independent vendor versus a tool owned by a large organization can be an important factor for some marketers If you have already invested in other tools offered by a large company (eg Adobe Analytics or Googlersquos DoubleClick for Advertisers) you may prefer to use the respective companyrsquos campaign management platform for ease of integration On the other hand if you are willing or able to use an independent platform such as SearchForce or Acquisio you may like being able to choose the best fit regardless of the other digital marketing platforms you are using

Take your list of capabilities and then do some research Speak to your marketing peers at industry events to find out who is using which paid media campaign platform and why The ldquoResourcesrdquo section at the back of this report includes a list of blogs reports and industry research that will also help (Many of the vendors profiled in this report also provide white papers and interactive tools that can help)

Once yoursquove done the necessary research narrow your list down to those vendors that meet your criteria Submit your list of the campaign management capabilities yoursquove identified and set a timeframe for them to reply Whether or not you choose to do this in a formal RFIRFP process is an individual preference however be sure to give the same list of capabilities to each vendor to facilitate comparison The most effective RFPs only request relevant information and provide ample information about your business and its paid media marketing needs It should reflect high-level strategic goals and KPIs For example mention your companyrsquos most important KPIs and how you will evaluate the success of your paid media campaigns Include details about timelines and the existing digital technology you have deployed

When written properly an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose requirements scope and structure of the intended purchase From the RFP responses you should be able to narrow your list down to three or four platforms that yoursquoll want to demo

Before deciding on a particular vendor speak with one or two customer references preferably someone in a business similar to yours




Step Three Scheduling the demo

Set up demos with your short list of vendors relatively quickly after receiving the RFP responses to help make relevant comparisons Make sure that all potential internal users are on the demo call and include the following types of questions in your discussion

Business goalsusabilitybull Does the vendor seem to understand our business and our marketing needsbull Are they showing us our ldquomust-haverdquo featuresbull Is the system intuitive and easy to learnbull Is the underlying infrastructure reliable for large sets of databull How difficult is integration and dis-integration bull How long does the onboarding process typically take and how experienced is the person

team that will be leading that integration bull Will there be a project manager Will anyone on the team be on vacation during the period

wersquore aiming to onboardbull Does your system support my specific business objectives (branding revenue margin

profit etc) Do you have other clients in my vertical bull Do you work with international search engines and support multi-byte character sets (if

applicable) bull Whatrsquos on the product roadmap

Workflow and campaign managementbull Does your system allow us to go into AdWords Bing Ads and other accounts and make

manual changes when necessarybull Can we make changes easily in the UI in bulk upload sheets or directly on the enginebull Does the platform support features reporting tracking and API data imports offered by

the different enginesbull Can we set up rules to automate changes and send alerts when specific criteria are met bull How easy is it to connect and integrate our business data into the platformrsquos end-to-end

campaign management Can we add offlineevent-based conversions bull Can we sync campaigns with our physical inventory automatically including creatingediting

campaigns based on inventory

Bid optimization capabilitiesbull What type of bid optimization does the platform use bull Do I have full transparency into bid recommendations including the rationale for bids the

ability to preview or override intended bids and the ability to exclude keywords from bid strategies altogether

bull Is your bidding technology highly adaptive with self-learning cycles for holidays trends sales promotions etc

bull Is your bidding technology built to optimize for CPL and CPA targets (An agency for example may need to accommodate both And if CPL targeting is required ask specifically how that gets set up and optimized)

bull How often are algorithms updated

Multichannel and integration capabilitiesbull What do you offer beyond bid managementbull With which search engines social platforms and display partners do you workbull How do you handle on-site analytics and SEO (ie through API integration pixel tracking

etc) Does the platform integrate with our web analytics platform (ie Google Analytics Adobe Analytics)

bull How does the platform handle returnsoffline transactionsother special needs bull Are there any Shopping Campaign optimization capabilities beyond bid management

Set up demos with your short list of vendors relatively quickly after receiving the RFP responses to help make relevant comparisons




Attribution modelsbull What conversion attribution models do you use and offer Is it included in the base pricebull Can we do search-based attribution as well as attribution across channelsbull Do you employ or work closely with a well-qualified team of PhD-holding mathematicians

and statisticians

Testingbull Is landing page and creative testing available What type (AB or multivariate)bull Are there any limitations to using outside landing page or creative testing products (ie

Optimizely AdAlysis Unbounce)

Reportingbull Can we get a custom view of our campaigns with features like labels or filtersbull Can we use existing conversion tracking tags that are already on our site or do we need to

implement a new tag to start using the toolbull How quickly are conversions reported on and how quickly does data flow from the

engines bull Can we run summary reports across all accounts and the different engines bull Can we view changes made by users and by the bidding system bull Can we compare date ranges to detect trends and view the impact of changes on

performancebull How many metrics are available for reporting Can we optimize by metrics such as types of

conversions or site analytics such as ldquotime on siterdquobull How flexible is data manipulation and importexportbull Is an API available for reporting and for uploading offline conversionsbull Can we consolidate reporting across channels seamlessly (ie without the added steps

of data transfers and reconciling multiple reports to get real-time de-duplicated cross-channel reporting)

bull Can we dive deeper to extract information such as search queries reporting on site links reporting by label and budget pacing

bull Is web query functionality available

Pricing and customer servicebull How long will it take to deploy the platformbull Are there additional fees (ie set-up costs add-on features API quotas) bull Do you offer a free trial bull Who pays if your systemteam makes an error bull Will we have a dedicated resource Who will be the day-to-day contact bull What is the level of support included in the price What support is additionalbull Will our support team work with us to test new features and assess the resultsbull What is the minimum contract length Is there a short-term contract or an lsquooutrsquo clause if

things donrsquot work out bull Will there be an increase in price when I renew next year ndash if so how much

Step Four Check references negotiate a contract

Before deciding on a particular vendor take the time to speak with several customer references preferably individuals in a business similar to yours The platform vendor should be able to supply you with several references if you cannot identify ones yourself Use this opportunity to ask any additional questions and to find out more about any questions that werenrsquot answered during the demo Make sure that the person yoursquove been referred to is someone who is a primary user of the platform Consider also asking these basic questions




bull Why did you move to an enterprise paid media campaign management toolbull Why did you select this tool over othersbull Has this tool lived up to your expectationsbull How long did the system take to implementbull Who was involved in the implementationbull Are you also using additional tools for bid management attribution retargeting or local

searchbull Were there any surprises that you wish yoursquod known about beforehandbull Where have you seen the most success The biggest challengesbull How are you measuring your own successbull How easy was the set-up process and how long Did the vendor helpbull How responsive is customer servicebull When networks make changes or add new ad formats how quicklysmoothly does the

system update to support new functionalitybull Has there been any down timebull What is the most useful actionable (favorite) report the tool generatesbull What do you wish they did differentlybull Why would you recommend this tool

Although not all vendors require an annual contract many do Once yoursquove selected a vendor be sure to get in writing a list of what technology and support are covered in the contract Ask about what kinds of additional fees might come up Are there charges for custom integrations if so how much What is the hourly charge for engineering services and is there a minimum What partner organizations are available to install and integrate the tool If you need to train a new hire midyear what will that cost What is the ldquooutrdquo clause Obtaining the answers up front ndash and having them in writing ndash will ensure fewer surprises or additional costs down the road

ConclusionPaid search mobile displayretargeting and social media advertising head up an expanding group of digital media that are now being managed by campaign management platforms Advertiser demand for biddable marketplaces in these channels is growing as brands seek more accountability in their digital media buys and subsequent return on investments As the breadth of paid media channels increases advertisers also want a holistic view of campaigns across channels This includes seamless integration of digital and offline data through interconnected campaigns in search mobile displayretargeting and social media

The technology is evolving in response to these needs Multichannel management capabilities now include paid search social displayretargeting and mobile campaigns ndash often in one platform To find the platform that is the best fit for your organization begin with a comprehensive self-assessment of your business needs staff capabilities management support and financial resources Automating paid media campaigns through an enterprise platform can provide numerous benefits and is often a critical investment to improve productivity workflow efficiency and ultimately campaign ROI n


Vendor Profiles



Target customer

bull Digital agencies direct advertisers and local search resellers Key customers

Cox Media GroupMicrosoftSensisYP

Key executives

Marc Poirier Co-founder and CEORichard Couture Co-founder and EVP ProductAlexandre Lamoureux COOBruno Martel CFO

Company overview

bull Founded in 2003 as a SEOSEM agency Developed its campaign management and reporting platform in 2008

bull 150-plus employeesbull Averages $2 billion in ad spend under management bull Additional offices in New York Seattle London and Tokyo

Product overview

bull Campaign management platform features an open architecture for flexible data import functionality with both light and deep integrations and can integrate data from all major online publishers

bull Bid and Budget Management (BBM) is a near real-time optimization technology that updates every 30 minutes adjusting bids and reallocating budgets between campaigns throughout the day to maximize conversions

bull Acquisio Trading Desk (ATD) is a buying and optimization solution that facilitates and tracks display advertising and RTB

Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom


Vendor Profiles



Product DetailsSupported media

bull Search Google AdWords Bing Ads Baidu Yahoo Yahoo Japan Yandex

bull Social Facebook Ads and LinkedIn Ads reporting integration

bull Display Adform Doubleclick Sizmek The Trade Desk

International coverage

bull All major currencies tracked with automatic currency converter displays in reports for multinational campaign management

bull Publish reports in more than 20 languages

Campaign management

bull The Acquisio Workbench provides access to all publisher accounts and campaigns from one screen

bull Search query reports advanced filtering and advanced date ranges facilitate optimization and bulk changes

bull Cross publisher bulk editing can be applied in the Workbench or via an Excel upload through the Bulksheet Management System

bull Dynamic campaign creation and management from inventory feeds

bull KPI Dashboard monitors performance in relation to user-defined KPI targets

bull Call Tracking Partnership Program integrates 13 leading call tracking technology vendors to optimize Acquisio campaigns for phone calls rather than online sales or conversions

Bid management and optimization

bull BBM updates every 30 minutes to deal with market campaign or Google settings or algorithm changes

bull BBMrsquos high frequency optimization algorithms adjust bids and reallocate budgets dynamically to deliver

conversions or clicks within the budget that is available

bull Custom bid rules can be created from scratch or from a series of templates through a custom statement builder or with a custom mathematical expression builder

Social integration

bull Offers 55 metrics to analyze and report on Facebook and LinkedIn campaign success

LocalMobile

bull Uses proprietary local business taxonomy to help local search resellers generate calls to SMBs through automatic creation of search engine accounts campaigns ad groups keywords ads and ldquomobile-firstrdquo landing pages with call tracking

bull Flexible budget planner and budget rollover in addition to automated bid management of mobile bidding via Acquisiorsquos BBM technology

bull Call tracking integrations with 13 leading call tracking platforms

bull Executive-level reports with client extranet and report scheduling

Third-party integration

bull Acquisio Add-Ons Marketplace includes a variety of apps for tag management analytics CRM display data connectors dynamic campaigns search social call tracking and universal media to facilitate access and configuration

Reporting and analytics

bull Streamlined reporting with custom templates that can be shared with multiple accounts updated with account logos and data

bull Automatically refreshed data each time reports are loaded



Vendor Profiles



Product Detailsbull White-label report builder automates

report delivery via email or client extranet

bull Cross-client KPI tracking and sorting streamlines agency workflows

bull Reports can be output in HTML and PDF bulk export API for XLS or CSV

Pricing and service

bull Starter edition plans start at $99 per month

bull Pricing is based on percentage of monthly ad spend

bull Three editions available Starter Professional and Enterprise

bull Customized pricing available for Professional and Enterprise editions for medium-to-large scale digital marketers and agencies

bull Professional and Enterprise plans include online training and customer support (630am-900pm EDT) for technical issues

Dedicated account managers are assigned to customers



Vendor Profiles



Target customer

bull Adobe Media Optimizer Premium targets enterprise advertisers and agencies seeking to optimize campaigns across search social and display

bull Adobe Media Optimizer Standard targets mid-market advertisers and agencies that need a search-only solution to integrate with Adobe Analytics

Key customers

IntuitGraingerDollar Thrifty HertzMarks amp SpencerRPA

Key executives

Shantanu Narayen President and CEOBrad Rencher SVP and General Manager Digital Marketing BusinessJohn Mellor VP Strategy and Business Development Digital Marketing Business Justin Merickel Senior Director Adobe Media Optimizer

Company overview

bull Adobe Systems was founded in December 1982Approximately 11000 employees in more than 40 offices worldwideGlobal provider of digital content and marketing technology solutions designed to help customers create manage measure and monetize content across media channels

bull Adobe Media Optimizer (including acquisitions Efficient Frontier SearchCenter and Demdex) is one of six solutions in the Adobe Marketing Cloud

The five other Adobe Marketing Cloud solutions are Adobe Social Adobe Analytics Adobe Target Adobe Experience Manager and Adobe CampaignAll Marketing Cloud clients have free access to any of the Adobe Core Services (Tag Manager Shared Audiences Shared Assets Collaborative Chart Notes Mobile App Measurement SDK third-party integrations and User Permissions Security)

bull Media Optimizer manages over $2 billion in annual search marketing investments from enterprise clients Additional client investment managed in social and display

Product overview

bull Enables clients to access insights across paid search display and social Native integrations with Adobe Analytics and Adobe Audience Manager

bull Provides insight into past trends and future simulations of online marketing performance for manual and automated campaign management

bull Delivers performance lift through advanced and transparent portfolio optimization algorithms

Media Optimizer Premium offers an integrated portfolio approach to campaign optimization and media buying across search display and socialMedia Optimizer Standard offers bid rules and cross-publisher search campaign management with a native integration to Adobe Analytics

bull Can be used by both Adobe Analytics users and non-Adobe Analytics users

Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml


Vendor Profiles




bull Search Google Bing Baidu Yahoo Yahoo Japan Yandex

bull Social Facebook Adsbull Display AdMeld AppNexus Google

Ad Exchange Google Display Network Facebook Exchange Microsoft Exchange OpenX PubMatic Right Media Exchange Rubicon


bull Can be translated into any language including double-byte character sets

bull All currencies and time zones supported

Campaign management

bull Includes advanced filtering custom alerts inline editing schedulable bulk sheets creative testing and keyword expansion tools

More sophisticated personalized testing available through Adobe Target

bull Custom labeling enables analysis and bulk changes based on business needs

bull Automated campaign creation and management based on product feed or Google Merchant Center including Google Product Groups in Shopping Campaigns and Bing Product Ads

bull Remarketing list management for Google RLSAs available in the Media Optimizer audience tab Pixel implementation simplified through the Audience Manager DMP container tag or Adobe Dynamic Tag Manager


bull Premium version uses a portfolio-based approach to manage search social marketing and display advertising campaigns in an integrated digital platform

bull Budget and bid updates across campaigns through proprietary algorithms and predictive models applied to client and integrated third-party data

Manual rule overrides available when advertisers want to combine both bid automation approaches

bull Automated recommendations at campaign and ad group levels for device bid modifiers with geo and time recommendations soon to be released

bull Specialized bid algorithm for GSCProduct Group marketplace

bull Automatic modeling considerations for Adobe Analytics site engagement page views visits and time on site

bull Ad buying bulk change management algorithmic bid optimization predictive budget modeling and social retargeting based on search data in Facebook Ads and Facebook Exchange

Attribution

bull Collects data continuously across five attribution models for search display and social allowing users to toggle between different models on-demand to choose optimal spending allocations

bull Through Adobe Analytics integration attribution modeling of search social and display can be expanded to cover all digital channels including email organic search affiliates etc and combine with site-side analytics

LocalMobile

bull Mobile app measurement available through Adobe Marketing Cloud Mobile Core Service SDK

bull Cross-device attribution possible through Adobe Audience Manager

bull Geo-targeting available by country state city and region across search display and social

bull Device targeting supported through



Vendor Profiles



Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing


bull Native integration with Adobe Analytics

bull The Adobe Marketing Cloud Exchange features more than 150 apps ranging from data providers to social networks that integrate with Adobe Marketing Cloud solutions (including Media Optimizer)


bull On-demand keyword potential forecasts detailed spend yield curve simulations on-demand media mix recommendations and transparent model accuracy trends are all available from portfolio spotlight views that pull multiple visualizations into a single page of the interface

bull Reporting and data visualization features directly in Media Optimizer include interactive dashboards with

flexible gadget layout refreshable Excel spreadsheet feeds shared filters with custom columns in the web interface and on-demand attribution perspectives without disconnection from historical data and click path reporting across keywords or channels

bull Additional predictive analytics features applied to advertising data in Adobe Analytics for anomaly detection and contribution analysis

bull Clients can send advertising data seamlessly back into Adobe Analytics for wider reporting purposes through the Excel Report Builder Analytics Mobile App Ad Hoc reporting desktop software emailed data extracts and Analytics web interface

Pricing and service

bull Premium pricing based on a percentage of ad spend as well as the extent of software and support services required

bull Standard version is self-service after initial training



Vendor Profiles



Target customer

bull Enterprise marketers spending a minimum of $150000 per month on paid search

Key customers

Parcel2GocomPriceRunnerRocket InternetRosetta StoneZazzleZoosk

Key executives

Bob Cell Executive ChairmanChris Zaharias SVP SalesMarcus Anzengruber Co-founderBerner Setterwall Co-founder and CTO

Company overview

bull Founded in 2010 opened US office in Palo Alto CA in 2012bull 45 employeesbull More than $200 million ad spend under managementbull Received $5 million in Series A funding in February 2014 led by Hoxton Ventures

and DFJ Esprit

Product overview

bull Focuses on real-time value tracking to monitor consumer actions and calculate the value of those actions this enables advertisers to adapt to consumer behavioral changes such as cancellations or seasonal changes

bull Uses predictive modeling to identify trends and expected future click values tracking changes in conversion over time to account for variances due to time of day day of week and day of month

bull After value per click has been calculated Campanjarsquos high-frequency bidding engine automatically adjusts bids throughout the day bidding up to seven times an hour on a single keyword based on conversion rates

CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88

US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom


Vendor Profiles




bull Search Google Bing Yahoobull Shopping Google


bull Displays reports in any currency set up in the advertiserrsquos Google Adwords account

bull Supports multiple languages across bidding account level support and in the Campanja platform

Campaign management

bull Positioned as an advanced SEM bidding engine that integrates with existing campaign data systems and workflows

bull Provides reporting from a clientrsquos Google YahooBing account in addition to conversion tracking reporting

bull Supports Google PLAs


bull Uses Bayesian statistical modeling techniques and the programming language Erlang built for real-time concurrent and fault-tolerant high-frequency systems

bull Tracks relevant data in real-time and sends it to the Campanja modeling engine which then combines new data with historical data to predict the value per click for each keyword ad group and campaign separately for mobile and desktop devices

bull Based on these predictions Campanjarsquos high-frequency bidding engine analyzes ad auctions up to seven times an hour and updates keyword bids and ad-group level mobile bid adjustments based on a changing value per click

Social integration

bull Not available at this time

Attribution

bull Provides attribution modeling through a real-time tracking solution

bull Advertisers can choose from last click multi-touch or U-shaped attribution models that are fully customizable

bull If Campanjarsquos tracking solution is being used attribution models can also be applied retroactively to data gathered in the past

bull Campanja has a site-wide script on every page for tracking

LocalMobile

bull Uses advertiserrsquos ROI goal for mobile bidding and uses historical performance data to adjust the ad group level mobile multiplier and keyword bid several times per day up to several times per hour


bull Real-time tracking solution uses user ID to track any event such as returns or credit card bouncing

Supports encrypting private valuesbull Reporting is provided in CSV format

to the client and customized to clientrsquos needs


bull Bidding engine can integrate with any campaign management system for SEMbidding

bull Native integration with Google Bing and Yahoo

Pricing and service

bull SaaS-based fees typically 3-5 of monthly search spend

bull Campanjarsquos Solutions Engineers assist




Vendor Profiles



Product Detailsclients with search engine account implementation and data validation processes

bull Campanja account managers ensure that the system is configured based on the clientrsquos goals and parameters




Vendor Profiles



Target customer

bull Advertisers or agencies spending more than $100000 per month on search and display

Key customers

CabelarsquosDigitasGEICOPerformicsUniversal McCannVerizon

Key executives

Matt Eichner Head of DoubleClick Search SalesTushar Balsara Head of DoubleClick Search Sales NACE Yann Damongeot Head of DoubleClick Search SEEMEAAnthony Chavez Product Management Lead

Company overview

bull DoubleClick founded in 1996 its key technology DART enabled dynamic targeting of interactive advertising and later included a platform for managing search campaigns

bull Acquired by Google in March 2008 for $31 billionbull In March 2011 Google released DoubleClick Search v3 a rebuilt version of the

search platform on Google infrastructure officially retiring the previous DART technology and infrastructure

bull Acquired attribution tool Adometry in May 2014 and renamed it Adometry by Google

Product overview

bull A real-time SEM tool with access to real-time conversion data for reporting and bid optimization

bull Features an intuitive AdWords-like interface to automate workflows for large search campaigns across engines

bull DoubleClick Search Commerce Suite is a package of features focused on retailersrsquo optimization and management challenges It includes

Inventory managed campaigns (with Google Merchant Center integration)Dynamic Shopping campaign creationAdaptive Shopping CampaignsProduct detail reporting andBid optimization with continuous bidding (useful for big sales launch days etc)

bull Native integration with the DoubleClick platform offers cross-media reporting and optimization across digital marketing channels with utilization of the DoubleClick for Advertisers (DFA) Floodlight tag

bull Integrates with Google Analytics and reports on metrics such as bounce rate goal completion revenue and transactions

bull Executive reporting dashboard for communication of higher-level metrics and business-health reporting

DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch


Vendor Profiles




bull Search AOL Baidu Bing Google Yahoo Yahoo Japan

bull Display GDN (bought through DCM) International coverage

bull User interface localized in English French German Italian Spanish Chinese Korean and Japanese

bull Reports displayed in agency advertiser or search engine currencies

Campaign management

bull Supports cross-engine account campaign analysis keyword segmentation drag-and-drop column configuration bulk editing and custom report creation

Bi-directional sync allows users to make bulk changes through the interface or directly on the search engine to be imported into DoubleClick Search

bull Labels allow for custom organization of keywords campaigns ad groups and ads outside traditional campaign structures

bull Workflow automation features include scheduled edits scheduled two-way sync and automated rules

bull Landing page testing capabilities offer easy configuration of split-traffic tests to measure the conversion effectiveness of various landing pages

bull Supports Shopping campaigns via integration with Google Merchant Center feeds

Product-centric automated inventory campaigns for retail advertisers dynamically create and update text and Shopping campaigns

bull Adaptive Shopping CampaignsCreates product groups with like performing products to improve portfolio performance

bull Real-time search campaign updates

based on advertiser product feeds bull Support for AdWords Shopping

campaigns including campaign management and product-level reporting

bull Partnership with Channel Intelligence for retail feed management and optimization


bull The included DoubleClick Search Performance Bidding Suite lets clients create multiple bidding goals based on business objectives including ROI ad position and target spend goals

bull Access to instant conversion data and ldquocontinuous biddingrdquo ndash changing bids every 5-10 minutes in response to changes in conversion yield on keywords

bull Floodlight conversion data is used to make bid decisions

bull Granular control including keywordad groupcampaign-level inclusion in bid portfolio

bull Manual override allows users to temporarily take control of bids

bull Preview bid feature allows advertisers to view bid recommendations without having them automatically applied

Bid history feature lets advertisers see when bids were executedBid rationale feature helps advertisers to understand the decision behind each bid

bull Optimization signals include Floodlight conversions Google Analytics goalsconversions offline conversion data and advertiser-defined custom conversion metrics

bull Auto-optimizes AdWords mobile bid adjustment based on advertiser-specified conversion objectives

bull Bundles low-volume keywords and shifts incremental spend to keywords that can offer the greatest return



Vendor Profiles



Product DetailsAttribution

bull Attribution models can be applied to search conversion data as well as data from other channels through integration with the DoubleClick Digital Marketing platform

bull Native integration with Adometry for data-driven attribution modeling ndash which can be pushed into reporting and bid optimization

bull Pre-defined models (first click time decay linear U-shaped etc) and custom models available

bull Remarketing uses paid search clicks from DoubleClick Search to remarket to audiences with display ads across exchanges (via DoubleClick Bid Manager or the Google Display Network)

LocalMobile

bull Support for Local Inventory adsbull Bid optimization supports automatic

adjustment of the mBid modifier in AdWords

bull AdWords mobile bid adjustment support for campaigns and ad groups

bull Supports AdWords mobile-preferred creative and mobile-preferred site links

bull Device-segmented reporting allows users to view search engine and conversion statistics by device type down to keyword level

bull Rich campaign geo-targeting across all supported engines

bull Performance Bidding Suite (bid optimization) recommends and optimizes AdWords mobile bid adjustments based on advertiser ROI and conversion objectives


bull Search query report shows user queries and associated conversion data

ldquoSearch assistrdquo data shows the contribution of upper funnel

keywords in driving downstream visits and conversions

bull Search engine data updated every 15 minutes Floodlight conversion data updated every 5-10 minutes

bull Formula columns define custom KPIs and metrics based on mathematical operations conditional logic and date parameterization with the ability to optimize off of custom columns

bull Product detail reporting shows what was actually purchased after clicking an individual ad

bull Dimensions enable data to be aggregated and summarized by device type day of week day of month etc

Custom Floodlight variable support allows advertisers to define customized dimensions

bull Executive reporting feature enables creation of customer-ready reports from the user interface

bull Reports are rendered as Excel files and can be configured to automatically generate on a recurring schedule

bull Reporting data can be accessed via on-demand download scheduled reports and web query and configured from over 90 available metrics


bull Offline andor revised conversion data can be uploaded via bulk sheets or API

bull Integrates with Google Analytics Adobe Analytics (Omniture) and IBM Digital Analytics (Coremetrics) for site analytics

bull Call-tracking integration through partnerships from call-tracking service providers CallCap Century Interactive Infinity Tracking Marchex Mongoose Metrics ResponseTap (Americas) Infinity Tracking ResponseTap (UKEurope) and AVANSER (AustraliaSEA)



Vendor Profiles



Product DetailsPricing and service

bull Pricing ranges from 1 - 25 of annual search spend

$10000 one-time fee covers setup training and support

bull Contract lengths are flexiblebull Offers both consultative and technical

support self-paced learning webinar training and in-product help



Vendor Profiles



Target customer

bull Enterprises spending a minimum of $250000 per month on search social and display advertising

Key customers

CenturyLinkCenter ParcsExtended Stay AmericaGreenlight LoansLaQuinta Inns and SuitesStrayer University

Key executives

Will Margiloff CEORoger Barnette PresidentJonathan Ragals Global COOCraig Pohan CTO

Company overview

bull Founded in 2004 as SearchIgnite acquired by international holding company Dentsu in January 2010

Rebranded in April 2011 as IgnitionOneManagement initiated a buyout from Dentsu in July 2013$20 million Series B round in June 2014

bull 450-plus employeesbull Acquired data management platform (DMP) Knotice in March 2014 and mobile

demand-side platform (DSP) Human Demand in August 2014bull $15 billion in annual online media ad spend under management including search

social and display bull Additional US offices in Atlanta Akron Detroit and San Franciscobull Global offices in Brussels London Paris Madrid Munich Netherlands Warsaw Sao

Paulo Tokyo Bangalore and Singapore

Product overview

bull Offers management optimization attribution and reporting for top-tier search engines in North America and internationally

bull API support for Facebook Marketplace accesses Facebook Exchange (FBX) inventory with native DSP

bull Unmanaged channel tracking URLs available for reporting and attribution for non-supported online publishers

Bi-directional sync ensures changes made directly in the IgnitionOne Digital Marketing Suite or direct via the publisher are brought into the respective platform

bull A DSP is available for purchasing display inventory remarketing and multichannel performance attribution in a centralized reporting interface

bull Marketing automation technology uses a proprietary engagement scoring engine that measures the historical and real-time behavior of each site visitor including which products and services are most relevant to them and when theyrsquore most likely to convert

IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom


Vendor Profiles




bull Search AOL Baidu Bing Google Yandex Yahoo

bull Social FBXbull Display AdTech AppNexus BlinkX

Burst Casale Criteo Fluct Geniee Google Display Network Improve Digital IPonWeb Kauli Ligit OpenX Pubmatic Pulsepoint Rubicon Smart Adserver Switch Yahoo Display Network YieldLab YieldOne

bull Video LiveRail Tremor


bull Localized versions of the platform available in English Japanese and French

bull Support for all major currencies and time zones

Currency conversion includes both static and dynamic exchange rates

Campaign management

bull Advanced filtering functionality allows users to save and share custom filters and apply bulk changes

bull Built-in landing page testing and optimization enables dynamic targeting of the highest performing pages for ads or groups

bull Google Shopping management leverages both bidding and semantic optimizations

bull Real-time tracking provides behavioral insights for strategy refinement

bull Campaign creation and optimization based on product and inventory


bull Predictive SPOTreg engine utilizes proprietary portfolio algorithms to forecast performance and optimize bids and engagement strategies for both search and display

bull Clients can mix and match manual rules-based or algorithmic bid strategies based on multiple objectives and can preview and override bid recommendations

bull Offers full tracking reporting and management support for Google PLAs

Can include bid optimization and optimization of the feed content

bull Offers tracking and reporting for Bing Product Ads

bull In addition to standard KPIs can also optimize based on user engagement

Social integration

bull Badged Facebook Marketing Partner with Ad Technology specialties

bull Can track any enginepublishervendor (such as tier 2 engines CSEs affiliates or other social platforms such as Pinterest etc) using unmanaged channel URLs

bull The system signals the ideal time to launch ads based on the ratio of social activity on the clientrsquos pages

bull Creative optimization tools include automatic ad refreshing with consistent ad IDs

bull Provides dynamic creative capabilities for FBX supported by data to orchestrate social across highly targeted multichannel audiences

bull Facebook reporting and attribution features are integrated into IgnitionOnersquos engagement optimization tools

Campaigns can be refined based on brand or direct response goals

Attribution

bull Custom attribution models can be applied to each channel or exposure

bull A single tracking tag allows clients to attribute performance across any digital marketing channel

bull Multi-exposure attribution system attributes credit for each customer



Vendor Profiles



Product Detailstouch point across all digital media channels and feeds directly into optimization system

bull Side-by-side comparison of attribution models allows users to view ldquowhat-ifrdquo scenarios without waiting for data collection


bull 200-plus standard reports that can be filtered and customized by date account hierarchy action type currency

Templates can be created from any custom report

bull Reporting data and filtering capabilities are also available within the campaign management interface to help users take action on reporting data

bull Reporting snapshots can be emailed in HTML or delivered in CSV or XLS

bull Add-on Business Intelligence (BI) product available for advanced data manipulation tools


bull Integrates with Omniture DoubleClick for Advertisers (DFA) and MediaMind ad servers with impression-level attribution capabilities

bull Tracking APIs accommodate proprietary customer data imports

Pricing and service

bull Charges an undisclosed percentage of monthly ad spend based on volume

Minimum contract requirements vary by customer

bull Pricing includes onboarding customer support and ongoing training for existing and new client personnel

bull Add-on advisory services provide expertise in PPC display social and cross-channel attribution and analysis



Vendor Profiles



Target customer

bull Performance marketers across all industries

Key customers

1-800-DentistEnduranceHomeAdvisorPaychexShoeDazzleThe Clymb

Key executives

Chaitanya Chandrasekar Co-founder and CEOBrian Bird Co-founder and COOEnriko Aryanto Co-founder and CTOMarlin Gilbert VP Revenue

Company overview

bull Founded in 2011bull Product first introduced in Q4 2012bull 50 employeesbull On target to exceed $1B in managed spend in 2015bull Additional offices in New York Los Angeles Minneapolis Bogota (Colombia) and

Buenos Aires (Argentina)

Product overview

bull Manages bidding and campaign optimization through machine learning automated Enhanced Campaign optimization real-time bidding and long-tail keyword management

bull Uses click-travel tracking to fully automate all Enhanced Campaign modifiers including geography time and device

bull Delivers a comprehensive bid strategy driven by real-time predictions for keyword bids and Enhanced Campaign modifiers

InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom


Vendor Profiles




bull Search Bing Google Yahoo Yandex Naver

bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini


bull Supports 40-plus global languagesbull Supports all currencies and has built-in

currency converters

Campaign management

bull Advertisers can link any number of publisher accounts to a single InsideVault account for centralized management analytics and optimization without keyword caps or performance limitations

bull Bi-directional synchronization with Google AdWords and Bing Ads

bull Supports Enhanced Campaigns including all settings and modifiers

bull Permission controls to grant or limit userrole access to specific tabs

bull Advanced filtering custom metrics business labels and dimensions custom alerts inline editing and schedulable bulk sheets

bull Automated keyword generation and expansion tools based on client-defined criteria

bull Automated groupingclustering tools that use Natural Language Processing (NLP) algorithms to optimize Quality Scores

bull Experimental framework to manage report and analyze AB tests for creative and landing pages

bull Automated recommendation engine including suggestions for keyword additionsnegatives negative placements and ad pausing

bull InsideVault Live Campaigns enable automated campaign generation and optimization based on inventory andor capacity feeds

bull Supports Bing Product Ads and Google Shopping campaigns including Merchant Center integration


bull Defines optimization goals for each business objectivesegment using customizable success metrics

bull Long-tail bidding optimization through proprietary NLP algorithms

bull Predictive real-time bidding for Enhanced Campaigns

Automatically optimizes for location timeseasonality and device at ad group and campaign levels

bull Proactive real-time bidding based on changes to inventory andor revenue capacity

bull Bid simulator forecasting and ldquoWhat Ifrdquo modeling tools

bull Proprietary bidding algorithms for display shopping and mobile campaigns

Social integration

bull Complete platform functionality for Facebook

bull Analytics and optimization capabilities for LinkedIn Twitter and Pinterest

LocalMobile

bull Radius-level geo-targeting available to create manage and optimize hyper-local campaigns

bull Enables the creation of location-specific ads with full extension support including location and call extensions

Location-specific analytics and bid modifiers for manual or algorithm-based optimizationOptimization goals can be managed by time of day and day of week



Vendor Profiles




bull Customized tracking through proprietary real-time tracking pixel

bull Support for cross-event and cross-channel attribution

bull Available attribution models include first click last click (default) time decay linear U-Shaped and client-defined

bull Attribution models can be applied to search conversion data as well as to cross-channel influence from other channels such as call tracking DSPs email marketing display advertising affiliate etc


bull Real-time reporting availablebull Customizable and sharable views

reports dashboards and widgets by traffic segment including device network or location

bull Reports can be built from any combination of business objectives segments labels clicks or conversion dimensions with no row limit or cap

bull Customized visualization based on any reporting values with advanced filtering drag-and-drop and scatter plot capabilities

bull Save share schedule andor generate any report on-demand

bull Export or schedule email delivery via CSV or Excel


bull Integrates with analytics platforms including Google Analytics Adobe Analytics Custora CoreMetrics Webtrends and Segment

bull Integrates with attribution platforms including Adometry Convertro and VisualIQ

bull Integrates with Data Management Platforms (DMPs) including MediaMath BlueKai Datalogix and Krux

bull Supports offline data integration including CRM (Salesforce) call tracking (Marchex Mongoose Ifbyphone Invoca) and point-of-sale (POS)

bull Integrates with Google Tag Manager Publisher Tracking TagMan Tealium and Standard Revenue Upload

Pricing and service

bull Pricing is a flat monthly fee based on advertising spend

Average monthly advertising spend is $1 million-plus the median spend is $650000

bull All onboarding product training (on-site and online) and integration support is included

bull Ongoing Client Success resources includes initial onboarding product training and integration support On-demand access to InsideVault Knowledge Base Standard ticketing priority Quarterly Performance Review with recommendations

bull Premium services (add-on) include dedicated Success Manager priority ticketing benchmarking competitive insights comprehensive reports and recommendations



Vendor Profiles



Target customer

bull Enterprise search marketers and agencies including multi-location organizations managing a high volume of local campaigns

Key customers

ExpediaFacebookHavas MediaResolution Media SearsWalgreens

Key executives

Yoav Izhar-Prato Chairman CEO and Co-founder Alon Sheafer Chief Strategy Officer and Co-founderNir Cohen CTO and Co-founderIgal Shany CFO

Company overview

bull Founded in 2006bull 600-plus employeesbull $350 billion in annualized client online sales revenue directed through platformbull Over 27 international locations including San Francisco Chicago New York London

Munich Paris Tel Aviv Hong Kong Sao Paulo Singapore Sydney and Tokyo

Product overview

bull The Kenshoo Infinity Suite comprises the following core products and solutionsManagement and Optimization Automated campaign workflow and flexible bidding algorithms for paid search social mobile and display Personas and Audiences Cross-channel targeting based on search intent and social signalsMeasurement and Reporting Full tracking across all channels and devices with customizable reporting dashboards available through online UI desktop editor and mobile app Forecasting and Attribution Predictive analytics tools for scenario planning anddynamic attribution models that automatically inform bid decisions

bull More than 100 integrations completed through Kenshoorsquos open architecture framework

North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom


Vendor Profiles




bull Search AOL Askcom adMarketplace Baidu Bing CityGrid Google Yahoo Yahoo Japan Yandex

bull Social Facebook Twitterbull Display AdMeld AppNexus Criteo

Google Ad Exchange Google Display Network Facebook Exchange Microsoft Ad Exchange MoPub Nexage OpenX PubMatic Rubicon Sizmek


bull Multilingual support through keyword and ad copy translation tools

bull Automatic currency conversion and multicurrency support for all major countries

Campaign management

bull Campaign management and optimization across search social mobile and display

bull Budgeting and forecasting solutions provide campaign scenario planning and automated spend execution

bull Campaign creation wizard for quick launch of new campaigns and ads

bull Desktop editor to create and scale new campaigns and perform bulk actions through cross-profile cross-engine operations in an offline environment

bull Advanced search and scheduled actions to find modify optimize and schedule changes on any campaign element

bull Custom algorithms for creating and expanding keyword lists across engines and through the long tail

bull Feed-driven solutions enable connections with backend inventory systems to automatically create ads based on in-stock products and up-to-the-minute pricing and promotions

bull Supports Google Shopping campaigns bull DMP integration to create intent-based

audiences and leverage search insights across channels


bull Bidding options include rules-based bid policies keyword models custom bid rules PLA-specific bid rules and a proprietary portfolio solution Kenshoo Portfolio Optimizer (KPO)

Model-based portfolio optimization drives ad spend to reach an overall portfolio goal by compiling historical data clustering keywords and building hundreds of thousands of predictive statistical modelsPortfolio and keyword models offer mobile bid adjustment recommendations down to the ad group-level

bull Algorithm-driven keyword model policies use ActiveCluster technology to optimize based on the predicted value of each keyword and group keywords with similarities across multiple attributes

bull Supports Remarketing List Ads for Search (RLSA)

bull Facebook-specific bidding algorithms enable automated optimization toward brand-building and direct response goals including CPC CPA ROI and Follow Facebook Suggested Bids

Social integration

bull A Facebook Marketing Partner for Ad Technology FBX and Media Buying

bull Campaign management and optimization for Facebook Ads FBX and Twitter ads

FBX support enables consumer retargeting with real-time dynamic creative and bid optimizations based on search and PLA performance data



Vendor Profiles



Product Detailsbull Social ad manager includes campaign

creation wizardbull User-customized performance

dashboards ad and campaign templates in-line and bulk editing and real-time data reporting

bull Demand-Driven Campaigns identifies best-performing and trending products from paid search and PLAs (based on ROI CVR and click volume) and automatically translates them into customized ads on Facebook

bull Intent-Driven Audiences targets highest value audiences by automatically creating and updating Facebook Custom Audiences based on search intent

bull Defined Personas groups allow clients to establish and maintain a library of the most profitable and influential audiences

Attribution

bull Six off-the-shelf attribution policies available (first only prefer first divide equally prefer last last only and U-shaped)

bull Integrated with all media channels connected to Kenshoo including display affiliate and mobile

bull Attribution model simulation on live campaigns demonstrates model impact on marketer activities

bull Dynamic attribution creates a unique value allocation for each interaction in any given conversion path with machine-learning models

bull Attribution system directly tied to bidding engine to allow for immediate impact on optimization

bull Marketers can measure conversions and revenue associated with owned and earned media to amplify high performing organic posts as paid ads

LocalMobile

bull Local campaign functionality includes keywordad template libraries radius-level geo targeting location budget management churn reports call tracking integration and phone-call conversion optimization

bull Integrated with CityGrid for access to more than 300 local advertising channels across properties like Citysearch YP and Superpagescom

bull Targeting options include geo device type OS and on mobile web and native apps

bull Integrated call data at the keyword level to execute automated bid optimization based on call quality via partnerships with call tracking providers such as DialogTech (Ifbyphone Mongoose Metrics) Invoca and Marchex

bull Mobile app install and engagement formats across key mobile channels and platforms

bull Proprietary SDK and mobile measurement integrations enables LTV measurement


bull Grid analysis advanced search reporting dashboards and scheduled reports available to monitor performance

bull Customizable dashboards offer 17 widget templates to measure performance and KPIs

bull Offline Fusion reports support more than 40 metrics and attributes including data from all profiles and search engine accounts

bull Excel reports andor Excel refreshable reports can be created from any grid within the user interface

bull Kenshoo Anywhere mobile app for viewing and activatingpausing campaigns from any device



Vendor Profiles



Product DetailsThird-party integration

bull More than 100 third-party integrations completed with partners across channel management optimization and analytics

Optimization partners include but are not limited to affiliate marketing call tracking ecommerce comparison shopping CRM DMPs feed management retargeting social publishing SEO and video Analytics partners include but are not limited to attribution ad serving tag management mobile measurement and web analytics

Pricing and service

bull SaaS-based pricing based on package and spend levels

bull Select Premium and Signature packages available

Signature includes all products and solutions Select and Premium offer a la carte options to purchase varying features

bull All levels include 247 online and phone support and an online education and training portal



Vendor Profiles



Target customer

bull Advertisers and agencies spending at least $10000 per month across search social and display advertising channels

Key customers

GAP HotelscomSalesforcecomSymantecTransUnion WebTrends

Key executives

David Yovanno CEOChris Lien Founder and Executive ChairmanMatt Ackley CMO and SVP ProductJohn Kaele CFO and EVP

Company overview

bull Founded in 2006bull 566 employeesbull IPO on NASDAQ in March 2013bull Acquired Perfect Audience in July 2014 and SocialMoov in February 2015bull More than $72 billion in annual ad spend under managementbull 99 of revenue comes from SaaS subscription licensing feesbull Additional US offices in New York Chicago Austin and Portlandbull Global offices in London Dublin Paris Hamburg Singapore Sydney Tokyo and

Shanghai

Product overview

bull An integrated SaaS platform for search display and social advertisingbull Positioned as a cross-channel performance advertising cloud for advertisers and

agencies to measure manage and optimize their ad spend across the web and mobile devices

bull Advertisers use Marin to create target and convert precise audiences based on recent buying signals from usersrsquo search social and display interactions

Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom


Vendor Profiles




bull Search Baidu Bing Google Yahoo Yahoo Japan Yandex

bull Social Networks Facebook Twitter YouTube

bull Display AppNexus DoubleClick Ad Exchange Facebook Exchange (FBX) Google Display Network Microsoft Ad Exchange MoPub Nexage OpenX PubMatic Rubicon Project Yahoo Ad Exchange

bull Mobile Nexage MoPub Yahoo Gemini


bull Language support for English Chinese French German and Japanese

bull Supports all currencies and includes automatic currency conversion

Campaign management

bull Unified interface for campaign management across multiple publishers

bull Users targeted by intent audience segment geography interest and device

bull Automated ad testing and ad relevancy diagnostic tools

bull Campaign creation and management based on product or service inventory feeds

bull Advanced keyword and audience research tools

Certified integrations with DMPs for building and applying audience segments across search display social and other biddable mediaLeverages intent demographic and behavioral data to inform bid strategies and channel optimizationBuilds remarketing lists for search ads and lookalike audiences based on audience data

bull Campaign cloning and expansion tools for geo-targeting and keyword

expansionbull Supports Google Product Listing Ads

(PLAs) Google Shopping Ads Google RSLA and Bing Product Ads


bull Portfolio-based bidding solution combines algorithmic automation with flexible controls for calculation constraints and data exclusion

bull Forecasting tools build ldquowhat-ifrdquo models to determine how changes to business goals will impact volume cost ROI and profit

bull Intraday bids systematically push keywords to optimal ad positions as shifts in the auction landscape are detected

bull Bidding functionality ties in offline conversions and revenue lifetime value and multiple conversion events

bull Revenue attribution based on click path and channel analysis

Social integration

bull Facebook Preferred Marketing Developer (PMD)

bull Twitter Marketing Platform Partnerbull Integrated with Facebook Atlas Ad

Networkbull Facebook Campaign Wizard and

audience templates for streamlined campaign workflow

bull Dynamically rotates images and ad copy based on real-time specified performance criteria

bull Automatic segmentation and ad targeting by location age gender likes and interests

bull Twitter and Facebook campaign management in a single interface

Intraday bidding reporting and optimizationOptimization based on budgets product feeds and TV flight schedulesAccess to new features including



Vendor Profiles



Product DetailsMulti-Product Ads and Reach amp Frequency TargetingFlexible audience segmentation to understand performance across any attributeReach and retarget Facebook and Twitter users based on their search history on Google Bing and other search engines

Attribution

bull Leverages existing URL structures by automatically appending and applying correct tracking parameters

bull Attributes revenue across each click in the user journey based on exponential and U-shaped modeling

bull Stitches clicks and cost with latent and adjusted revenue from backend data warehouses for more informed optimization and bid decisions

LocalMobile

bull Algorithmically calculates optimal ad group-level mobile bid adjustments based on business requirements and performance goals

bull Automated ad testing and ad relevancy diagnostic tools for mobile-preferred creative

bull Device-level reporting and mobile dashboards

bull Implements and tracks site links and call extensions at scale using bulk create-and-edit functionality

bull Cross device targeting for display serves ads from MoPub and Nexage

bull Analyzes and reports on mobile search and native ad performance through Yahoo Gemini


bull Customizable dashboards include drag-and-drop widgets that provide at-a-glance KPI analysis

bull Users can create segments and

dimensions by product line geography brand or any other custom category tagging allows for the application of bulk actions and reporting across any user-defined segment

bull Advanced filtering and sorting capabilities automated reporting and alerts and interactive charting

bull Web Query reports create shareable links to Excel dashboards that automatically refresh

bull Cross-channel analytics reporting provides a complete view of the online funnel and how each channel contributes to downstream conversions and revenue


bull Proprietary tracking solution provides certified integrations with analytics ad serving call tracking and CRM systems including Adometry AdForm Adplan Atlas BoostCTR BrightTag CAMP by CyberAgent Datalicious DataSong DG MediaMind eBay Enterprise Attribution Eulerian FlashTalking FusePump Google Analytics Google Tag Manager IBM Enterprise Marketing Jet Interactive Marchex Mediaplex Mercent MoPub Mongoose Metrics Nexage ProductsUp ResponseTap RevTrax TagMan Tealium Salesforcecom Visual IQ and Webtrends

Pricing and service

bull Priced from 2 to 45 of ad spend for advertisers spending more than $150000 per month depending on term commitment and spend

Includes onboarding and implementation services 247 customer support and training and dedicated client services and account management

bull Priced at a flat rate of 4 of ad spend with a $500 monthly minimum



Vendor Profiles



Product Detailsfor advertisers spending less than $150000 per month There is also an option to pay 5 of monthly spend for clients on month-to-month contracts

Includes self-service solution comprising 247 ticketing support an online help center and self-paced e-learning courses



Vendor Profiles



Target customer

bull Digital marketers that manage high-volume search social and display advertising campaigns with sophisticated technology requirements

Key customers

Advance Auto Parts Deutsch LAExperian QASLiberty UniversityScottradeYPcom Key executives

Dhiren DrsquoSouza President and CEO Alaa Ismail CFOSanthosh Nair CTOJuan Lin PhD Chief Scientist Company overview

bull Founded in 2004bull 50 employeesbull Privately fundedbull $550 million in ad spend under management

100 of revenue comes from paid search and social technology with related strategic services

bull Additional office in Austin TX

Product overview

bull SaaS-based suite of campaign management bid optimization tracking testing and reporting tools for optimizing paid search display and social ROI

Focuses on the automation of campaign management processes and ease of implementation with quick onboarding and minimal IT requirements

bull Reporting APIs are available to integrate with advertiser data warehouses

SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom


Vendor Profiles




bull Search Bing Google Yahoo Yahoo Japan

bull Social Facebook Adsbull Display Criteo Google Display

Network


bull Available in English and Japanese custom translations available for an additional fee

bull Supports all languages currencies and time zones

Includes automatic currency conversion in any report

Campaign management

bull Auto-campaign builder enables campaign creation from product catalogs or inventory feeds with dynamic updates based on inventory changes and promotions

bull Inventory management allows for inventory-based selling by matching product availability with paid search campaigns

bull Custom filters can be applied to generate mass updates across all managed publisher accounts at the campaign ad group creative and keyword levels

bull Composite alerts to detect changing market conditions

bull Automatic URL building and tagging based on advanced formats and specifications

bull Quota management allows for custom goals and tracking by campaign ad group and creative

bullCopy amp Clone lets users efficiently manipulate replicate and maintain campaigns ad groups creatives keywords and ad-extensions across accounts

bull Supports Google Product Listing Ads


bull Dynamic keyword segmentation lets users create hybrid optimization models that leverage SearchForce algorithms standard bid rules and custom bid calculations

bull Multiple performance-based bid strategies adapt to custom optimization goals such as CPA traffic ROAS profit and multi-metric optimization

bull Performance accelerators allow clients to customize the reaction of algorithms to market conditions and internal factors such as seasonality statistical significance and risk tolerance

bull Dynamic sub-portfolios can be used to pause or bid keywords to performance position or CPC based on available inventory

bull Performance effects of bid changes can be previewed or viewed later in change-history reports

bull Bid optimization of PLAs by SKUbull Automated optimization of mobile bid

adjustments for Googlersquos Enhanced Campaigns eliminates the need to manually analyze and optimize multipliers for thousands of ad-groups

bull Multi-metric optimization allows for relevant value appropriation to all events within the conversion funnel when optimizing bids

bull SearchForce budget manager offers a comprehensive suite of algorithms to fully automate complex budget management pacing and alerting processes

bull Allows for budget settings at the account level Budgets are then optimized and allocated at the campaign level based on KPIs such as Impression Share CPA CPC ROAS

bull Provides a set of budget allocation and pacing algorithms to automatically redistribute any unused monthly account or daily campaign budgets



Vendor Profiles



Product DetailsSocial integration (Facebook)

bull Goal-based workflows that create campaigns and ads targeted for specific audience segments

bull Predictive Facebook algorithm displays minimum and suggested bids for ad groups

bull Custom goal management and labeling systems can be applied to Facebook campaigns for consistent reporting across channels

bull Dynamic product ad templates based on custom inventory feeds

bull Retargeting campaigns based on demographic profile geo location and visitor engagement

bull Customizable dashboards and reporting

Attribution

bull Universal pixel can be deployed to track users through the conversion funnel

bull Customers can assign custom weights based on multi-metric attribution models for a better understanding of behavior in the conversion funnel

bull Advanced bid optimization based on the influence of all keywords within the purchase funnel


bull Customizable drag-and-drop reporting widgets integrated into campaign workflows for quick hypothesis testing through data visualization

bull Categories and labels can be applied to analyze and filter data across all managed publisher accounts

bull Custom reporting options include

reports by clicks device network geographic dimensions and cross-channel interactions

bull Composite reports streamline creation of multiple reports by enabling views of all relevant reports in a single Excel workbook

bull Linked Dashboards harnesses any Excel functionality including macros formulas and conditional formatting to run and automatically deliver customized and interactive reports on top of SearchForce data

bull Web Query reports pull report data directly into Excel without logging into the SearchForce UI


bull Direct API integrations with Criteo Mongoose Metrics Century Interactive Marchex and HomeNet

bull Automated FTP integration available for other third-party systems including CRM inventory management lead management affiliate tracking and non-API call tracking systems

Pricing and service

bull Pricing ranges from 225-3 of ad spend

$7500 monthly minimum bull Includes implementation training and

ongoing support by dedicated account managers 247 account monitoring and direct contactemail

bull Add-on strategic consulting services available Pricing upon request





ResourcesBlogs

ldquoOccamrsquos Razorrdquo by Avinash Kaushik httpwwwkaushiknetavinashldquo3Q Digital Blogrdquo by David Rodnitzky http3qdigitalcomblogldquoInside AdWordsrdquo published by Google httpadwordsblogspotcom

Websites

DigitalmarketingdepotcomMarketinglandcomSearchenginelandcom

Articles

ldquoItrsquos a Trap Avoid These Four Pitfalls in Paid Searchrdquo by Jared Del Prete Director of Digital Strategy amp SearchThe EGC Grouphttpsearchenginelandcomtrap-avoid-4-pitfalls-paid-search-215162

ldquoThe Importance of Search Data in Your Marketingrdquo by Alistair Dent Head of Product Strategy iProspect httpsearchenginelandcomimportance-search-data-marketing-214840

ldquoThe Shifting World of Search Predictions for 2015 and Beyondrdquo by John Cosley head of Global Brand Marketing and Communications Microsoft Search Advertisinghttpsearchenginelandcomshifting-world-search-predictions-2015-beyond-215237

Research Reports

Internet Advertising Revenue Report Half-Year 2014 published by the Internet Advertising Bureau (IAB) and PriceWater-houseCoopers LLP wwwiabnet

Phone Calls The New Ad Currency of the Smartphone Era May 2014 published by BIAKelsey wwwbiakelseycom

C

M

Y

CM

MY

CY

CMY

K

Audience_Ad_final_paths_v11pdf 1 7215 408 PM














Resources 48























43

30

15

6 4

First half 2013

Search

Display Related

Mobile


Lead Generation

39

28

23

6 4

First half 2014












Search

Rich media

Banner ads

Mobile


Lead generation

Total

Display related

Sponsorships


Ad category

$8728

$640

$3780

$3038

$1291

$853

$20066

$6078

$351

$1307

First half 2013

$9081

$694

$3917

$5333

$1307

$911

$23091

4

8

4

76

1

7

15

$6459

$366

$1481

6

4

13





So do we










February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports
















Resources 48























43

30

15

6 4

First half 2013

Search

Display Related

Mobile


Lead Generation

39

28

23

6 4

First half 2014












Search

Rich media

Banner ads

Mobile


Lead generation

Total

Display related

Sponsorships


Ad category

$8728

$640

$3780

$3038

$1291

$853

$20066

$6078

$351

$1307

First half 2013

$9081

$694

$3917

$5333

$1307

$911

$23091

4

8

4

76

1

7

15

$6459

$366

$1481

6

4

13





So do we










February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports

























43

30

15

6 4

First half 2013

Search

Display Related

Mobile


Lead Generation

39

28

23

6 4

First half 2014












Search

Rich media

Banner ads

Mobile


Lead generation

Total

Display related

Sponsorships


Ad category

$8728

$640

$3780

$3038

$1291

$853

$20066

$6078

$351

$1307

First half 2013

$9081

$694

$3917

$5333

$1307

$911

$23091

4

8

4

76

1

7

15

$6459

$366

$1481

6

4

13





So do we










February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports
















43

30

15

6 4

First half 2013

Search

Display Related

Mobile


Lead Generation

39

28

23

6 4

First half 2014












Search

Rich media

Banner ads

Mobile


Lead generation

Total

Display related

Sponsorships


Ad category

$8728

$640

$3780

$3038

$1291

$853

$20066

$6078

$351

$1307

First half 2013

$9081

$694

$3917

$5333

$1307

$911

$23091

4

8

4

76

1

7

15

$6459

$366

$1481

6

4

13





So do we










February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports













Search

Rich media

Banner ads

Mobile


Lead generation

Total

Display related

Sponsorships


Ad category

$8728

$640

$3780

$3038

$1291

$853

$20066

$6078

$351

$1307

First half 2013

$9081

$694

$3917

$5333

$1307

$911

$23091

4

8

4

76

1

7

15

$6459

$366

$1481

6

4

13





So do we










February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports






So do we










February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports











February 2015

June 2014

August 2014

April 2014

September 2014

May 2014

July 2014

Date

Marin

IgnitionOne

IgnitionOne

Kenshoo

Kenshoo

Google

Marin

Vendor

Acquisition


Acquisition

Series F financing





Acquisition

Acquisition

Acquisition




Transaction Details








Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












Social integration


LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports










Bid optimization

Attribution


DisplayRetargeting

Paid media tactic


WordStream

adCoreOptiMine




Vendor


wwwwordstreamcom






Details



Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












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LocalMobile












Vendor Profiles







Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



LocalMobile







Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports





Expertisebeyond

the basics


Innovationbeyond

expectation





































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


AF ATD DC SZ

4 8

4 4


GDN



RMX RU











PLA support


App SDKs









































































and statisticians

























Vendor Profiles



Target customer



Key executives


Company overview



Product overview






Vendor Profiles










Campaign management












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Pricing and service









Vendor Profiles



Target customer



Key customers


Key executives


Company overview





Product overview








Vendor Profiles










Campaign management














Attribution



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Vendor Profiles













Pricing and service





Vendor Profiles



Target customer


Key customers


Key executives


Company overview


and DFJ Esprit

Product overview







Vendor Profiles








Campaign management








Social integration


Attribution





LocalMobile









Pricing and service






Vendor Profiles








Vendor Profiles



Target customer


Key customers


Key executives


Company overview





Product overview










Vendor Profiles








Campaign management


























Vendor Profiles








LocalMobile


























Vendor Profiles










Vendor Profiles



Target customer


Key customers


Key executives


Company overview







Product overview









Vendor Profiles












Campaign management













Social integration








Attribution






Vendor Profiles














Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview






Vendor Profiles








currency converters

Campaign management




















Social integration



LocalMobile






Vendor Profiles





















Pricing and service








Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports







































匀䌀䄀䰀䔀


























Campanja

InsideVault

Kenshoo

Marin Software

SearchForce

IgnitionOne

Acquisio

DoubleClick Search


8 8

4 4

4 4

4 4

4 8

4 8

8 8

4 848BI GO YA 8

4 4

4 4

4 4

4 4

4

4

4

4


GDN YA


YAJ YAN


NE OX PU RU SZ

FB TW YT

BA BI GO YA YAJ YAN


PU RU YA





YIL YIO


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Campaign management
















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Vendor Profiles











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Vendor Profiles



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LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


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Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















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Vendor Profiles




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LocalMobile
















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Vendor Profiles







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Product overview






Vendor Profiles






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Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles



Target customer


Key customers


Key executives


Company overview



Product overview





Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles










Campaign management
















Social integration






Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles









Attribution







LocalMobile















Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles






Pricing and service







Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles



Target customer


Key customers


Key executives


Company overview


Shanghai

Product overview






Vendor Profiles











Campaign management
















Social integration











Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles











Campaign management
















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Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles




Attribution




LocalMobile
















Pricing and service






Vendor Profiles







Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles







Vendor Profiles



Target customer


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Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles



Target customer


Key customers






Product overview






Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles






Network





Campaign management























Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


Articles




Research Reports




Vendor Profiles










Attribution















Pricing and service









ResourcesBlogs


Websites


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Research Reports






ResourcesBlogs


Websites


Articles




Research Reports

