ADTECH Launches New Analytics Solution

ADTECH, the international provider of ad-serving platforms, announced the launch of ADTECH Analytics, a new analytics solution that provides detailed insights into the performance of ad campaigns, ad placements and banner sizes, and records and simulates sales trends. The new solution is aimed at agencies, publishers and ad networks and is integrated in the user interface of ADTECH’s existing ad-serving platform.Dirk Freytag, CEO of ADTECH comments: "This is a leading-edge solution and something that the online ad industry has long been asking for. We can now thoroughly analyse all ad-server data that are crucial for maximising the effectiveness of ads, relate them to sales trends and feed them back into the system in the form of suggested improvements. In contrast to existing reporting products, which only consider individual parameters, ADTECH Analytics links the figures together and places them in correlation to one another.” Agencies ADTECH Analytics can provide agencies with the ability to analyse the performance of campaigns so that advertising partners can achieve the best results and click rates. Ad networks It can provide ad networks the ability to track the delivery of ad impressions, as well as the level of usage of the advertising space throughout their network and the performance of each individual website in the portfolio. In addition, data analysis allows agencies to optimise campaign management and conversion rates. Ad networks and publishers. ADTECH Analytics can highlight any unused potential in the range of marketing services. ADTECH Analytics helps bring greater transparency to the banner-ad business by providing insights into the agency and marketing activities of the previous 24 months with just a few clicks of a button. This lets management monitor the overall objective and sales figures and detect at a glance problem situations or undesirable trends and their causes, as well as any increases in revenue.ADTECH Analytics marks the start of a new ADTECH product suite. The ad-serving provider will integrate the data analysis findings into simulated delivery and sales trends, as well as in optimisation tools through a feedback channel. In addition, the optimisation function will aid booking recommendations for future campaign planning, while helping sales teams with media sales proposals.Freytag adds: "We see ADTECH Analytics as the start of a new era in which the ad server will develop from a banner ad supplier to become the lynchpin of online marketing. Profitability analyses for marketing networks are the starting point for the way we see ourselves as service providers for the industry. We are delighted to be able to open up new doors with our product."ADTECH Analytics is being launched in Europe at dmexco in Cologne and at the September ad:tech show in London.