Volume of Unique Creatives Captured Jumps more than 15% with Integration of Panel-Based Digital Ad Collection
CHICAGO – To better help advertisers understand digital advertising activities, Market Track, LLC, the leading provider of global omnichannel market intelligence for brands and retailers, announced that their Competitrack advertising Intelligence solution is now using panel-based digital ad collection to supplement its legacy automated approach. This new and enhanced methodology allows for improved capture of highly targeted ads based on users’ browsing behavior and other audience-focused factors.
“We view this as a significant step forward in capturing programmatic advertising. During beta testing, we saw the overall volume of digital ads captured increase over 15%. And for a highly personalized category like cosmetics, the number of unique creative executions captured almost doubled.”
Market Track’s decision to invest in panel-based digital ad collection comes due to estimates that 80% or more of digital ad buying will occur via automated channels in 2018. The ability to leverage an opt-in panel of web users better supplements the highly targeted desktop display ads that spidering collection methodologies can sometimes miss. This supplemental data collection delivers improved creative capture and spend estimation by delivering a more comprehensive view of the online advertising marketplace.
In making the announcement, Chetan Ghai, Chief Product Officer for Market Track, said, “With the continued rapid evolution of the online advertising space, a hybrid automated plus human capture methodology delivers the most comprehensive approach to advertising intelligence and best positions Market Track to rapidly adapt to the continuing changes expected in the digital advertising marketplace. A change like this is an example of our investment in the future, and our commitment to current clients to deliver the most powerful advertising intelligence in the market.”
Added Sarah Park, the Competitrack Solutions Manager who oversaw the R&D and implementation, “We view this as a significant step forward in capturing programmatic advertising. During beta testing, we saw the overall volume of digital ads captured increase over 15%. And for a highly personalized category like cosmetics, the number of unique creative executions captured almost doubled.”
This enhancement in the collection of digital advertisement helps Market Track collect a greater sample of ads to better their creative capture and spend estimation. For more information on the Competitrack solution, visit www.markettrack.com/advertising.
About Market Track
Owned by Vista Equity Partners (the fourth largest software company in the world), Market Track delivers the omnichannel market intelligence that brands and retailers need to connect and win with consumers. Through the curation of proprietary data streams, they provide web-based access to mission-critical market intelligence. With over 2,100 clients (including 75 of the top 100 US advertisers) and leading omnichannel solutions, Market Track is committed to delivering in-market intelligence to increase marketing effectiveness for manufacturers, service providers, retailers and agencies. With our recent acquisition of InfoScout, #84 on the Inc. 500 list of fastest growing companies in America, Market Track is uniquely positioned to enable you to own the omnichannel future. For more information, please visit www.markettrack.com.
