AdRoll’s Prospecting Is Evidence Of Cloud Crowds Morphing Into Digital Economies

AdRoll’s Prospecting Is Evidence Of Cloud Crowds Morphing Into Digital Economies
SHARE
THIS



As cloud service providers build huge global crowds of digital consumers a very interesting phenomenon is starting to emerge. The ecosystem of customers created within those clouds are starting to engage directly with one another turning the cloud crowds into self contained economies. It is very early days, and yet the signals are getting stronger each month.

This week global retargeting platform AdRoll is inviting its clients to take a sneak peak at its AdRoll Prospecting tool, a new product to aid in customer acquisition.It works by enabling advertisers to pool their first-party customer data, thus creating a massive set of potential customers called the AdRoll IntentMap.

The move is more evidence of marketing tech and ad tech vendors starting to build peer to peer economic models into their clouds and crowds.

Adobe for instance will enable its Creative Cloud users to sell each other photo imagery, while Netsuite has negotiated a “whole-of-of crowd” deal with one of its clients – American Express – to create a corporate travel cost rate for all 25000 of Netsuite’s ERP cloud customers .

For its part, AdRoll says its IntentMap is the largest pool of first-party data. Already over 1,000 advertisers opted in and those involved range from SMBs to large enterprises.

This gives participating companies access to a diverse set of more than a billion anonymous user profiles the company says.

Some description

“Once an advertiser has opted-in to participate in the AdRoll IntentMap, Prospecting goes to work by targeting net new users that have similar behavioral patterns to the business’ existing customers. When a person is in the market for one product, they are often a good candidate for other complementary products,” according to Adam Berke, AdRoll president and CMO (pictured above).

The combination of high-intent, first-party data and powerful predictive algorithms delivered strong performance results for initial customers, he said.

“Advertisers using Prospecting saw on average a 10 per cent increase in engagement from those users compared to organic traffic.”

Karl Newlin, PPC marketing specialist at ZenPayroll said, Our experience to date with AdRoll Prospecting has been great. We target small businesses and AdRoll has been able to deliver us high quality leads right from the start of our campaign.”

Prospecting exceeded Zenroll’s cost-per-acquisition (CPA) goal, said Newlin, but more importantly the new audiences generated by these campaigns see an eight-time click-through-rate (CTR) on retargeting campaigns compared to other sources. The big benefit of Prospecting is the unique data set, which allowed us to easily reach our niche of potential customers in a way we couldn’t with other platforms.”

According to Nerke, the launch of Prospecting transforms AdRoll into a full funnel performance advertising platform

“This launch represents a new chapter in AdRoll’s mission of helping performance advertisers.”

“When diversified first-party data is pooled at scale, our entire network benefits with better performance and incremental new customers,” he said.

This article originally appeared on www.which-50.com

 

Please login with linkedin to comment

Latest News

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]