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OptiMine Software Debuts Cross-Channel Measurement and Optimization for Display Advertising — No Third-Party Cookies Required

ST. PAUL, MN — (Marketwired) — 06/27/13 — OptiMine Software, provider of the measurement and optimization platform that helps advertisers maximize financial performance, today announced the expansion of its solution to include . With the platform expansion, OptiMine introduces a new approach to identify the cross-channel value of display ads, without the limitations of third-party cookies or traditional attribution. The new capabilities enable advertisers to accurately measure and maximize the value and ROI of display advertising by understanding its cross-channel impact on paid search — across all devices — through OptiMine-s unique Value per Impression (VPI) methodology.

“As I wrote in our -Big Customer- report (September 2012), while advances in data collection and analysis have greatly improved marketers- ability to optimize allocations and more rapidly assess in-market results, the holy grail of integrated measurement that concretely links exposure to influence to sales remains tantalizingly out of reach,” said Jason Maynard, a senior technology analyst at Wells Fargo Securities.

Now, using OptiMine-s new display capabilities, advertisers can for the first time link the brand exposure from display ads to sales through the paid search channel. And unlike traditional attribution approaches, OptiMine-s new display capabilities do not rely on third-party cookies, which cannot track across devices, multiple browsers or distinguish between device users. Rather, its approach identifies the incremental value of the audience viewing each ad by modeling the relationship between each display ad-s impression volume (brand exposure) and each paid search keyword-s conversions (sales impact) to identify which display ads are impacting search keyword performance, and by how much.

OptiMine-s platform bypasses the challenges inherent in traditional digital ad attribution and provides the fastest path to determining ad value. “I-ve always been a firm believer that brand advertising, such as display, drives value in buying channels such as search,” said Alan W. Higley, vice president of Internet marketing and e-commerce, . “OptiMine-s new display capability not only shows me the cross-channel value of my display advertising, it goes straight to action by managing bids to maximize ROI across both display and paid search channels. I didn-t have to dig deep to fund an attribution scheme — and was able to optimize spend across two very important advertising channels in just weeks.”

OptiMine-s testing with customers in the retail, travel, and financial services industries shows the value of measuring display-s cross-channel impact on paid search. Results reveal that more than 90 percent of display ads are undervalued — some by as much as 50 times — causing advertisers to miss out on valuable opportunities to drive incremental business results in a key branding channel.

“We-re seeing across the board that optimizing display and paid search together yields an increase in total conversions and justifies increased investment in both channels,” said OptiMine-s CEO Jim Moar. “As we further expand OptiMine-s measurement and optimization platform, we-re moving the industry closer to truly understanding the value of digital advertising by overcoming the current blind spots of attribution. This will have a dramatic impact on digital media mix, resulting in more effective advertising and increased investment in digital channels.”

OptiMine-s new capabilities are now available.

OptiMine Software-s measurement and optimization platform helps advertisers dramatically increase display and paid search financial performance. Its unique, cross-channel analytics break the cookie barrier and set a new standard in digital advertising measurement and optimization, leveraging atomic-level, predictive modeling and unique Value per Impression (VPI) methodology to measure the cross-channel value of ads — across all devices — and optimize accordingly for extraordinary in-channel and cross-channel results. With OptiMine, each individual paid search keyword bid and display ad bid is geared toward maximizing performance for the financial goal set by the advertiser. The company-s flagship consistently increases financial results by more than 20% for four out of five advertisers. Through the company-s audience-based approach to measurement, advertisers are identifying two to three times more value in their display advertising. Across a range of industries and business models — from retail to financial services lead-generation to travel — OptiMine Software drives bottom-line results.

Posted by on 27. June 2013. Filed under Internet, Picture Gallery. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry

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