Enterprise Paid Media Campaign Management Platforms 2015: A Marketer's Guide
Transcript of 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
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CMY
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Audience_Ad_final_paths_v11pdf 1 7215 408 PM
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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 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
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 2015 A Marketerrsquos Guide
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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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
Source Third Door Media
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Source Third Door Media
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匀䌀䄀䰀䔀
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䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 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
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 2015 A Marketerrsquos Guide
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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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 21 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 24 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 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
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 2015 A Marketerrsquos Guide
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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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 7 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 15 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 17 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 18 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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 2015 A Marketerrsquos Guide
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 2 Email whitepapersdigitalmarketingdepotcom
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 4 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 31 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 24 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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
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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 2015 A Marketerrsquos Guide
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 24 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 31 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
Source Third Door Media
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 31 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
wwwsearchforcecom 6502358777 salessearchforcecom
Enterprise-class Digital Marketing SoftwareSearchForce
Expertisebeyond
the basics
Technologybeyondcompare
Innovationbeyond
expectation
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 12 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 12 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 13 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
䄀䌀儀唀䤀匀䤀伀 䤀匀 䄀 䰀䔀䄀䐀䤀一䜀 倀刀伀嘀䤀䐀䔀刀 伀䘀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀䜀䤀吀䄀䰀 䴀䄀刀䬀䔀吀䤀一䜀 匀伀䰀唀吀䤀伀一匀 䘀伀刀 䄀䜀䔀一䌀䤀䔀匀 䄀一䐀 䄀䐀嘀䔀刀吀䤀匀䔀刀匀 吀伀 䐀刀䤀嘀䔀 䘀䄀匀吀䔀刀Ⰰ 匀䴀䄀刀吀䔀刀Ⰰ 䈀䔀吀吀䔀刀
䌀䄀䴀倀䄀䤀䜀一 刀䔀匀唀䰀吀匀 䄀䌀刀伀匀匀 匀䔀䄀刀䌀䠀 簀 匀伀䌀䤀䄀䰀 簀 䰀伀䌀䄀䰀 簀 䴀伀䈀䤀䰀䔀 簀 䐀䤀匀倀䰀䄀夀
匀䌀䄀䰀䔀
䄀䌀儀唀䤀匀䤀伀匀 䌀刀伀匀匀ⴀ倀唀䈀䰀䤀匀䠀䔀刀 倀䰀䄀吀䘀伀刀䴀 䄀一䐀 刀䔀倀伀刀吀䤀一䜀 䄀唀吀伀䴀䄀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀 䴀䄀匀匀䤀嘀䔀 䤀一䌀刀䔀䄀匀䔀匀 䤀一 䔀䘀䘀䤀䌀䤀䔀一䌀夀 䄀一䐀 䔀䘀䘀䔀䌀吀䤀嘀䔀一䔀匀匀 䘀伀刀 䔀嘀䔀一 吀䠀䔀 䴀伀匀吀 䌀䠀䄀䰀䰀䔀一䜀䤀一䜀 䴀䄀刀䬀䔀吀䤀一䜀 䌀䄀䴀倀䄀䤀䜀一匀 吀䄀䬀䔀 伀一 䴀伀刀䔀 䌀䰀䤀䔀一吀匀 䄀一䐀 䜀刀伀圀 夀伀唀刀 䈀唀匀䤀一䔀匀匀
䄀䌀儀唀䤀匀䤀伀匀 䈀䤀䐀 䄀一䐀 䈀唀䐀䜀䔀吀 䴀䄀一䄀䜀䔀䴀䔀一吀 匀伀䰀唀吀䤀伀一 䐀䔀䰀䤀嘀䔀刀匀 吀䠀䔀 䘀䄀匀吀䔀匀吀 䄀一䐀 䠀䤀䜀䠀䔀匀吀 䘀刀䔀儀唀䔀一䌀夀 伀倀吀䤀䴀䤀娀䄀吀䤀伀一 吀䔀䌀䠀一伀䰀伀䜀夀 䄀嘀䄀䤀䰀䄀䈀䰀䔀 吀伀䐀䄀夀
吀䄀刀䜀䔀吀䄀䌀儀唀䤀匀䤀伀匀 䐀䤀匀倀䰀䄀夀 匀伀䰀唀吀䤀伀一 䌀䄀一 䠀䔀䰀倀 夀伀唀 䠀夀倀䔀刀ⴀ吀䄀刀䜀䔀吀 䄀唀䐀䤀䔀一䌀䔀匀 吀䠀刀伀唀䜀䠀 匀伀䌀䤀䄀䰀Ⰰ 嘀䤀䐀䔀伀Ⰰ 刀䤀䌀䠀 䴀䔀䐀䤀䄀 䄀一䐀 倀刀伀䜀刀䄀䴀䴀䄀吀䤀䌀
䐀䤀匀倀䰀䄀夀 䄀䐀嘀䔀刀吀䤀匀䤀一䜀 伀一 䄀䰀䰀 䴀䄀䨀伀刀 䔀堀䌀䠀䄀一䜀䔀匀
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 9 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 10 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 15 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 18 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 19 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 21 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 22 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
Source Third Door Media
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 23 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 24 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 21 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 22 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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Enterprise Paid Media Campaign Management Platforms 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 17 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 18 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 17 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 18 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 17 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 18 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 21 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 18 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 21 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 22 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 24 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Acquisio6300 Auteuil Suite 300Brossard QueacutebecCanada J4Z 3P2(T) 866-493-9070wwwacquisiocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 21 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 22 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 23 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 24 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 25 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 31 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product Detailspublisher API across channels with automated mobile bid adjustments available for Google and Bing
Third-party integration
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)
Reporting and analytics
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
Adobe Media Optimizer345 Park AvenueSan Jose CA 95110-2704 (T) 385-345-1665 wwwadobecomsolutionsmedia-optimizationhtml
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 27 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Google Bing Yahoobull Shopping Google
International coverage
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
Bid management and optimization
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
Reporting and analytics
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
Third-party integration
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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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 2015 A Marketerrsquos Guide
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
CampanjaSveavaumlgen 17111 57 Stockholm SWEDEN (T) 46 (0) 8 411 53 88
US Headquarters644 Emerson Street Suite 110Palo Alto CA 94301wwwcampanjacom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
Bid 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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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)
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
DoubleClick Search1600 Amphitheatre ParkwayMountain View CA 94043(T) 650-253-0000wwwdoubleclickcomsearch
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 33 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
IgnitionOne 200 Park Avenue27th floorNew York NY 10166(T) 888-744-6483wwwIgnitionOnecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 34 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 35 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
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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 2015 A Marketerrsquos Guide
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
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yandex Naver
bull Display Google Display Networkbull Social Facebook YouTubebull Mobile Yahoo Gemini
International coverage
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
Bid management and optimization
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
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Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 36 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsAttribution
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
Reporting and analytics
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
Third-party integration
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
InsideVault101 Redwood Shores Parkway Suite 220Redwood City CA 94065(T) 650-394-5278wwwinsidevaultcom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 37 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 38 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 39 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 40 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
North American HeadquartersKenshoo6 Habarzel Street Building B Tel-Aviv Israel(T) 972-3-746-6500 wwwkenshoocom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 41 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 42 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
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
International coverage
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
Bid management and optimization
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 43 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 44 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Marin Software123 Mission Street 25th FloorSan Francisco CA 94105(T) 415-399-2580wwwmarinsoftwarecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 45 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 46 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
Product DetailsSupported media
bull Search Bing Google Yahoo Yahoo Japan
bull Social Facebook Adsbull Display Criteo Google Display
Network
International coverage
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
Bid management and optimization
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 47 Email whitepapersdigitalmarketingdepotcom
Vendor Profiles
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 2015 A Marketerrsquos Guide
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
Reporting and analytics
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
Third-party integration
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
SearchForce3 Waters Park Drive Suite 211 San Mateo CA 94403(T) 650-235-8777 wwwsearchforcecom
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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
copy 2015 Third Door Media Inc bull httpdigitalmarketingdepotcom 48 Email whitepapersdigitalmarketingdepotcom
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 2015 A Marketerrsquos Guide
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