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New Software, Solutions to Increase Display Ad Returns

Posted on 3.03.2010

Omniture, a leading provider of digital marketing software, has expanded its Online Marketing Suite to help businesses get the biggest returns on their display advertising dollars. A business unit of Adobe Systems Inc., Omniture also announced partnerships with leading ad networks and services to provide remarketing solutions through display ads.

The new software is designed to segment and target critical audiences through display advertising, allowing advertisers to acquire high-value visitors, remarket to previous visitors based on past behavior, and to dynamically serve targeted ad content.

“Expanding our measurement and optimization capabilities into display advertising is a natural next step for the Online Marketing Suite,” said Josh James, senior vice president and general manager of the Omniture Business Unit. “Omniture will continue to add new capabilities to the suite and enter new areas of online marketing to help our customers personalize every aspect of their digital initiatives.”

With Omniture SiteCatalyst, customers can use secure data syndication to automate the sharing of their data with ad networks. The new partnerships Omniture is developing include 24/7 Real Media, FOX Audience Network, Tribal Fusion, Traffic Marketplace, and Collective—The Audience Engine. This solution lets publishers segment their ad inventory using SiteCatalyst data to increase the relevance of display ads served to specific audiences through 24/7 Real Media’s Open AdStream platform.

With Omniture Test&Target, customers can generate display ads that personalize messaging and offers using anonymous visitor attributes. They can create new ads, test content and built in ad-sequencing and frequency-capping capabilities that can increase the efficiency of their campaigns.

With Omniture Genesis, clients choose from a collection of Accredited Application Partners and plug into an integrated platform. Omniture’s expanded Genesis partnerships now include Eyeblaster, DoubleClick for Advertisers, Microsoft Atlas, APT from Yahoo!, PointRoll, Mediaplex, Adform, EyeWonder and D. A. Consortium. These partner integrations offer advertisers increased insight into their display advertising returns by tying on-site conversion metrics from SiteCatalyst.

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