Enterprise Paid Media Campaign Management Platforms 2015: A Marketer's Guide

A Digital Marketing Depot Research Report
M A R K E T I N T E L L I G E N C E R E P O R T :
Enterprise Paid Media Campaign
Management Platforms 2015:
A Marketer’s Guide

© 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com
MARKET INTELLIGENCE REPORT:
Enterprise Paid Media Campaign Management Platforms 2015: A Marketer’s Guide
Table of Contents
Scope and methodology............................................................................................................ 2
Paid media market overview ..................................................................................................... 3
Table 1: Internet advertising market share, first half 2013 vs. first half 2014.................... 3
Table 2: U.S. internet advertising revenue, first half 2013 vs. first half 2014 (in $M)........ 3
Vendors respond to demand for expanded capabilities .....................................................3
Table 3: Selected paid media market transactions, 2014-2015........................................ 4
Point solutions thrive, despite market consolidation ..........................................................5
Table 4: Selected paid media campaign management point solutions............................ 5
Paid media market trends.......................................................................................................... 7
Trend #1: Increasing depth and breadth of mobile management tools...............................7
Trend #2: Search advertisers, vendors try to keep pace with changing ad formats ............7
Trend #3: Big Data brings predictive analytics to search ....................................................8
Enterprise paid media campaign management platform capabilities................................... 9
Multichannel media support.................................................................................................9
Multichannel attribution.......................................................................................................9
Bid management and optimization: Intra-hourly bidding....................................................9
Table 5: Select paid media campaign management platform capabilities..................... 10
App SDKs...........................................................................................................................11
Predictive analytics.............................................................................................................11
Choosing an enterprise paid media campaign management platform............................... 12
The benefits of automating paid media campaign management .....................................12
Enterprise paid media campaign management platform pricing......................................12
Recommended steps to making an informed purchase.....................................................13
Step One: Do you need an enterprise paid media campaign management platform?.....13
Step Two: Identify and contact appropriate vendors ........................................................14
Step Three: Scheduling the demo......................................................................................15
Step Four: Check references, negotiate a contract............................................................16
Conclusion.................................................................................................................................. 17
Vendor Profiles.......................................................................................................................... 18
Acquisio..............................................................................................................................18
Adobe Media Optimizer.....................................................................................................21
Campanja...........................................................................................................................24
DoubleClick Search............................................................................................................27
IgnitionOne .......................................................................................................................31
InsideVault..........................................................................................................................34
Kenshoo.............................................................................................................................37
Marin Software...................................................................................................................41
SearchForce........................................................................................................................45
Resources................................................................................................................................... 48

Scope and methodology
This report examines the current market for enterprise paid media campaign management
platforms and the considerations involved in implementing paid media management software.
This report answers the following questions:
• What trends are driving the adoption of enterprise paid media campaign management
platforms?
• Who are the leading players in enterprise paid media campaign management platforms?
• What capabilities do enterprise paid media campaign management platforms provide?
• Does my company need a paid media campaign management platform?
• How much does a paid media campaign management platform cost?
For the purposes of this report, paid media campaign management is defined as software that
manages paid search campaigns, as well as other paid digital media such as social and display
advertising. If you are considering licensing an enterprise paid media campaign management
platform, this report will help you decide whether or not you need to. The report has been
completely updated since its February 2014 publication to include the latest industry statistics,
developing market trends, and new vendor profiles and product updates. This report is not a
recommendation of any paid media campaign management platform or company, and is not
meant to be an endorsement of any particular product, service, or vendor.
The companies chosen were selected based on their roles as industry leaders in paid search
campaign management software, or their entire revenue comes from paid media campaign
management technology and services. For a growing number of vendors, paid media
campaign management now includes paid search, display, and social media advertising. We
have not included companies that offer paid media campaign management tools as part of a
larger offering of services, i.e. larger agencies using proprietary tools, nor have we included
companies that focus primarily on paid media bid management software. All are viable options
for managing digital advertising, but they fall outside the scope of this report.
The report was prepared by conducting in-depth interviews with leading vendors and industry
experts. Interviews took place in February and March 2015. These, in addition to third-party
research, form the basis for this report.
March 2015
Consulting Editors: David Rodnitzky, CEO, 3Q Digital; Ginny Marvin, Paid Media Reporter,
Third Door Media
Research/Writers: Brian Kelly, Principal, Candlewood Creative
Writer: Karen Burka, Senior Research Consultant
Editor: Claire Schoen, VP, Marketing Services, Third Door Media

Paid media market overview
Search, mobile, display/retargeting, and social media advertising head up an expanding group
of paid digital media that are now being supported by campaign management platforms.
Yet despite this proliferation of channels and ad formats, paid search continues to be the
foundation for today’s digital marketing strategies. Search revenue reached $9.1 billion in
the first half of 2014, a 4% increase over $8.7 billion in the first half of 2013, according to the
Internet Advertising Bureau (IAB). Paid search still represents the largest share of the internet
advertising pie, with 39% of the market (see Table 1.)
While the rate of growth in desktop search is slowing – paid search rose 7% from the first half
of 2012 to the first half of 2013 – mobile search continues to explode. Mobile search revenue,
which is included in IAB’s mobile revenue total, reached $2.7 billion in the first half of 2014,
compared to $2.5 billion for mobile display, and $103 million for other mobile formats. When
desktop and mobile search revenue are combined, paid search revenue totaled $11.8 billion in
the first half of 2014 – half of all internet advertising revenue.
As an ad format, mobile now represents nearly one quarter of all internet advertising, with
revenue increasing 76% to $5.3 billion in the first half of 2014 (see Table 2).
Vendors respond to demand for expanded capabilities
Advertiser demand for biddable marketplaces is growing as brands seek more accountability in
their digital media buys and subsequent return on investments. As the breadth of paid media
channels increases, advertisers are also looking for a more holistic view of their campaigns. This
includes seamless integration of digital and offline data through interconnected campaigns in
search, mobile, display/retargeting, and social media.
Vendors have responded to this demand by expanding their capabilities through acquisitions,
product repositioning, and organic growth funded by venture capital (see Table 3).
In March 2015, Kenshoo launched its Infinity Suite, which it has positioned as a full-service
paid media suite. The package includes mobile, search, and display modules, as well as
predictive analytics for each channel. Kenshoo initiated several transactions in 2014 to enable
Notes: Display related includes banner ads, digital video commercials, rich media, and sponsorships. Effective in 2014,
the IAB no longer captures email as an advertising format.
Source: Internet Advertising Bureau
Table 1: Internet advertising market share, first half 2013 vs. first half 2014
43%
30%
15%
6%
4%
First half 2013
Search
Display Related
Mobile
Classifieds &
Directories
Lead Generation
39%
28%
23%
6%
4%
First half 2014
Advertiser demand
for biddable
marketplaces
is growing as
brands seek more
accountability
in their digital
media buys and
subsequent return
on investments.

the launch. In April, the company raised $20 million in a Series F round of venture funding led
by Bain Capital Ventures. The company then acquired Israeli-based social ad tool Adquant in
September 2014 for a reported $12 million, and announced partnerships with Oracle, Atlas,
and DataPop to boost its social media and cross-device campaign management.
Marin Software, which raised more than $100 million in a March 2013 IPO, acquired Perfect
Audience, a display and retargeting tool, in July 2014 for $23 million. In February 2015, Marin
also bought Facebook ad platform SocialMoov for a reported $21 million in cash and stock.
Google bought attribution tool Adometry in May 2014, and renamed it Adometry by Google.
After initiating a $34 million management buyout from parent company Dentsu in July 2013,
IgnitionOne used 2014 to raise new capital and make several acquisitions. The company
closed a $20 million Series B round of funding in June 2014, and in August purchased Human
Demand, a mobile demand-side platform (DSP). Earlier, in March 2014, IgnitionOne acquired
data management platform (DMP) Knotice.
Campanja, a newcomer to this report, expanded its product offerings after receiving $5 million
in Series A funding in February 2014, led by Hoxton Ventures and DFJ Esprit. Campanja’s
technology now includes high-frequency tracking, bidding, and predictive modeling to
improve paid media campaign management efficiency.
Note: Display related includes banner ads, digital video commercials, rich media, and sponsorships.
Source: Internet Advertising Bureau
Table 2: U.S. internet advertising revenue, first half 2013 vs. first half 2014 (in $M)
Search
Rich media
Banner ads
Mobile
Classifieds and directories
Lead generation
Total
Display related
Sponsorships
Digital video commercials
Ad category
$8,728
$640
$3,780
$3,038
$1,291
$853
$20,066
$6,078
$351
$1,307
First half 2013
$9,081
$694
$3,917
$5,333
$1,307
$911
$23,091
4%
8%
4%
76%
1%
7%
15%
$6,459
$366
$1,481
6%
4%
13%
First half 2014 % Change

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Point solutions thrive, despite market consolidation
Despite some market consolidation due to acquisition, point solutions play an important role
in the paid media market as enterprises seek best-of-breed tools to use in conjunction with
their campaign management platforms, and small and mid-size businesses (SMBs) look for
affordable options to manage singular paid media tasks such as attribution; ad text, keyword
and bid optimization; and PLAs and product ads on Google Shopping and Bing Shopping (see
Table 4).
Display/retargeting tool Criteo expanded its capabilities by acquiring DataPop in February
2015, while keyword optimization tool WordStream bolstered its efforts to remain independent
by raising $9 million in Series C financing in July 2014. Several point solutions were acquired
by enterprise content marketers to bring selected campaign management capabilities in
house. For example, in May 2014, WalmartLabs bought PLA management tool Adchemy,
while AOL purchased attribution tool Convertro.
Source: Third Door Media
Table 3: Selected paid media market transactions, 2014-2015
February 2015
June 2014
August 2014
April 2014
September 2014
May 2014
July 2014
Date
Marin
IgnitionOne
IgnitionOne
Kenshoo
Kenshoo
Google
Marin
Vendor
Acquisition
Series B venture
round
Acquisition
Series F financing
Bought Facebook ad platform
SocialMoov for a reported $21 million
in cash and stock.
$20 million Series B round led by
SoftBank Capital.
Terms not disclosed for acquisition of
mobile DSP Human Demand.
$20 million Series F round led by Bain
Capital Ventures.
Acquisition
Acquisition
Acquisition
Bought Israeli-based social ad tool
Adquant in September 2014 for a
reported $12 million.
Terms not disclosed on acquisition of
attribution tool Adometry.
$23 million purchase of Perfect
Audience, a display and retargeting
tool.
Transaction Details

Table 4: Selected paid media campaign management point solutions
Ad text optimization
and testing
Keyword
optimization
Bid optimization
Attribution
PLAs/Shopping
campaigns
Display/Retargeting
Paid media tactic
AdAlysis
AdBasis
Boost Media
WordStream
adCore
OptiMine
C3 Metrics
eBay Enterprise Attribution
MarketShare
Visual IQ
Adlucent
Channel Advisor
Channel Intelligence
(by Google)
Merchant Advantage
Productsup
AdRoll
Chango
Criteo
Magnetic
Retargeter.com
Rocket Fuel
Simplifi
TellApart
Triggit
Vendor
www.adalysis.com
www.adbasis.com
www.boostmedia.com
www.wordstream.com
www.adcore.com
www.optimine.com
www.c3metrics.com
www.ebayenterprise.com/marketing_solutions/attribution/
www.marketshare.com
www.visualiq.com
www.adlucent.com
www.channeladvisor.com
www.google.com/ads/channelintelligence/
www.merchantadvantage.com
http://productsup.io
www.adroll.com
www.chango.com
www.criteo.com
www.magnetic.com
www.retargeter.com
www.rocketfuel.com
www.simpli.fi
www.tellapart.com
www.triggit.com
Details

www.searchforce.com 650.235.8777 sales@searchforce.com
Enterprise-class Digital Marketing Software
SearchForce
Expertise
beyond
the basics
Technology
beyond
compare
Innovation
beyond
expectation

Paid media market trends
The enterprise paid media campaign management market is being driven by a number of
important trends, including:
1. Increasing depth and breadth of mobile management tools.
2. Search advertisers, vendors try to keep pace with changing ad formats.
3. Big Data brings predictive analytics to search.
The following sections discuss each of these trends in more depth.
Trend #1: Increasing depth and breadth of mobile management tools
With one quarter of all search inquiries now coming from mobile devices – according to
BIA/Kelsey – accurate and efficient management of mobile search bidding, tracking, and
measurement is a necessity for search marketers.
Previously, paid media campaign management platform vendors re-engineered their software
to optimize bid multipliers for mobile keywords. Several 2014 platform releases featured tools
such as “Mobile Bid Adjustments” to more accurately automate the mobile bid multiplier that
search advertisers could use in their Enhanced Campaigns. Other platforms incorporated new
optimization software to identify the influence of mobile keywords on desktop and tablet CPCs
to allow advertisers to place more cost-effective bids.
Vendors have become more aggressive, however, viewing mobile capabilities as a key
differentiator in what is becoming a consolidated paid media campaign management software
market. In August 2014, IgnitionOne acquired Human Demand, a mobile demand-side
platform (DSP), which enables its clients to do programmatic buying specifically for mobile.
Adobe, Marin, and Kenshoo are among vendors that now offer software developer kits (SDKs)
that extensively track in-app transaction, usage, and conversion data, and link it to source
keywords and ads. SDKs facilitate mobile measurement, including more accurate channel
attribution modeling.
Geographic targeting also has become more sophisticated. Among the features available
are radius-level geo-targeting to create, manage, and optimize local campaigns; as well as
location-specific analytics and bid modifiers for manual or algorithm-based optimization. The
goal is to implement dayparting strategies that more accurately engage mobile consumers
with relevant ads at optimal times.
Trend #2: Search advertisers, vendors try to keep pace with changing ad
formats
Enhanced Campaigns, Google Shopping PLAs and Local Inventory Ads, Bing Shopping Ads,
Google Voice, Yahoo Gemini, Remarketing Lists for Search Ads (RLSAs), App Engagement
Ads, Dynamic Search Ads, Call-Only Ads – search ad formats continue to evolve. Industry
experts estimate that for some retail brands, Google Shopping PLAs now comprise as much
as 30% of digital marketing budgets. PLAs appear in their own box on Google search results
pages above or to the right of organic search results. Search results on Google Shopping are
built on PLAs and allow shoppers to compare and purchase products directly from their store
on the site.
Vendors have
become more
aggressive, however,
viewing mobile
capabilities as a key
differentiator in
what is becoming a
consolidated paid
media campaign
management
software market.

Behind many of these changes is a fundamental shift from keyword-focused search
advertising to device-neutral, audience-driven campaign decision making. RLSAs,
for example, combine visitor website behavior with subsequent search queries
on Google. Advertisers can customize search ad campaigns for people who have
previously visited their sites, and tailor bids and ads to those visitors when they’re
searching on Google.
Yahoo introduced Yahoo Gemini, an ad marketplace for mobile search and native
advertising, in February 2014. Available through the Yahoo Ad Manager, Yahoo
Gemini allows search advertisers to buy, manage, and optimize their mobile search
and native ad spend in a unified marketplace.
Campaign management platform vendors have responded by increasing their
support of multiple search ad formats. Several vendors profiled in this report offer
shopping campaign support for both Google and Bing, as well as Google Shopping
management capabilities that leverage bidding and semantic optimization. Product
feeds have become integral to this process, with vendors offering feed-driven
solutions that connect with backend inventory systems to automatically create ads
based on in-stock products and seasonal pricing and promotions. More vendors
offer DMP integration (or a built-in DMP) to facilitate segmentation and intent-based
audience building.
Trend #3: Big Data brings predictive analytics to search
The proliferation of search ad formats and channels has resulted in search marketers collecting,
measuring, analyzing, and reporting on more data than ever before. Both marketers and paid
media campaign management platform vendors are looking to machine learning in the form of
predictive analytics to unlock the opportunities – and challenges – that Big Data has brought
with it.
For example, predictive, real-time bidding for Google’s Enhanced Campaigns now
automatically optimizes bids by location, time/seasonality, and device at both the ad group
and campaign levels. Some vendors offer predictive real-time bidding based on inventory
changes and/or revenue capacity. Bid modifiers also are rapidly changing, with dimensional
modeling by device, geography (location), audience, time of day, and day of the week
becoming available through paid media campaign management platform vendors.
Marketers and vendors also are focused on optimizing their paid media mix through the
creation of “customer-level data stores.” By combining and analyzing first- and third-party
data from publishers, data sellers, and marketers’ internal CRMs, vendors are using predictive
media models to maximize client ROI in each paid media channel.
Selected introductions
of search ad formats
March 2014: Product Ads
(Bing)
February 2014: Yahoo Gemini
July 2013: Google AdWords
accounts transitioned to
Enhanced Campaigns
June 2013: Google RLSAs
October 2012: Google Voice
(for iOS)
October 2012: PLAs (Google)
May 2012: Google Product
Search becomes Google
Shopping

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Enterprise paid media campaign
management platform capabilities
Virtually all enterprise paid media campaign management platforms now offer a core set of
paid media tools and capabilities that focus on:
• Automated bid management and optimization;
• Multichannel attribution models;
• Campaign and creative optimization; and
• Campaign performance analytics and reporting.
The platforms begin to differentiate by offering more advanced capabilities that include – but
are not limited to – the following:
• Intra-hourly bid adjustments;
• Multichannel media support and data integration;
• SDKs for mobile app tracking; and
• Support for multiple search ad formats (i.e., PLAs, RLSAs, Google Voice).
The following section discusses some of these capabilities and the key considerations involved
in choosing an enterprise paid media campaign management platform (see Table 5).
Multichannel media support
As the breadth of paid media channels increases, advertisers are looking for a more integrated
approach to managing campaigns across channels. This includes more seamless integration of
their first-party digital and offline data through interconnected campaigns in search, mobile,
display/retargeting, and social media. In response, paid media campaign management
platforms now support a wider array of media. Automated workflow and bidding processes are
available to manage budgets and staff resources across multiple digital channels. The majority
of vendors profiled in this report fully manage ad creation, bidding, analytics, and reporting for
the media that they support in each of these digital channels.
Multichannel attribution
Virtually all of the platforms profiled in this report offer some level of conversion attribution
that uses machine learning to assign value to different touch points along the conversion
path. The goal is to more effectively allocate spending across paid media channels. The
platforms begin to differentiate by the number of attribution models available and the
advanced capabilities they provide. Several platforms offer sophisticated attribution systems
that integrate campaign data from multiple digital (i.e., search, display, and social) and offline
channels (namely click-to-call tracking from a search ad back to a dealer or franchise location).
Many platforms now provide customizable attribution models that include first click, last click,
equal weight, or time decayed.
Bid management and optimization: Intra-hourly bidding
A key differentiator among platforms is the frequency of bid updates, which includes how
often data is refreshed and how often bids can be adjusted. Today, several paid media
campaign management platforms offer intraday or even intra-hourly bidding updates that
allow the system to adjust bids several times per hour or day. These capabilities vary from
As the breadth of
paid media channels
increases, advertisers
are looking for a
more integrated
approach to
managing campaigns
across channels.

Table 5: Select paid media campaign management platform capabilities
*Facebook Preferred Marketing Partner.
1
Fully managed media that includes ad creation, management, bidding, and reporting.
Search Engines: AD=adMarketplace, AOL=America Online, ASK=Ask.com, BA=Baidu, BI=Bing, CG=CityGrid, GO=Google, NA=Naver, YA=Yahoo!,
YAJ=Yahoo! Japan, YAN=Yandex.
Social Networks: FB=(Facebook, Facebook Marketplace), IN=LinkedIn, TW=Twitter, YT=YouTube.
Display Networks: AF=Adform, AD=AdTech, AB=AdBrite, AM=AdMeld, , AP=AppNexus, ATD=Acquisio Trade Desk, BL=BlinkX, BU=Burst,
CA=Casale, CR=Criteo, DC=Doubleclick, FBX=Facebook Exchange, FL=Fluct, GE=Geniee (Japan), GDX=Google Ad Exchange, GDN=Google Display
Network, IM=Improve Digital, IP=IPon Web, KL=Kauli, LI=Ligit, MO=MoPub, MSX=Microsoft Ad Exchange, NE=Nexage, OX=OpenX, PU=PubMatic,
PP=PulsePoint, RMX=Right Media Exchange, RU=Rubicon, SZ=Sizmek, SM=Smart Adserver, SW=Switch, YA=Yahoo! (including Yahoo Gemini, Yahoo
Ad Exchange), YIL=YieldLab, YIO=YieldOne.
Campanja
InsideVault
Kenshoo
Marin Software
SearchForce
IgnitionOne
Acquisio
DoubleClick Search
Adobe Media
Optimizer
8 8
4 4
4 4
4 4
4 8
4 8
8 8
4 848BI, GO, YA 8
4 4
4 4
4 4
4 4
4
4
4
4
FB, YTAOL, ASK, BI, GO,
NA, YA, YAN
GDN, YA
FB*, TWAD, AOL, ASK, BA,
BI, CG, GO, YA,
YAJ, YAN
AM, AP, CR, FBX,
GDN, GDX, MSX, MO,
NE, OX, PU, RU, SZ
FB*, TW,
YT
BA, BI, GO, YA,
YAJ, YAN
AP, DC, FBX, GDN,
MO, MSX, NE, OX,
PU, RU, YA
FBBI, GO, YA, YAJ CR, GDN
4 44FB*AOL, BA, BI, GO,
YA, YAN
AD, AP, BL, BU, CA,
CR, FL, GE, GDN,
IM, IP, KL, LI, OX, PP,
PU, RU, SM, SW, YA,
YIL, YIO
4 84FB, INBA, BI, GO, YA,
YAJ, YAN
AF, ATD, DC, SZ
4 8
4 4
4 448AOL, BA, BI, GO,
YA, YAJ
GDN
4 48FB*BA, BI, GO, YA,
YAJ, YAN
AM, AP, FBX, GAX,
GDN, MSX, OX, PU,
RMX, RU
Platform
Multichannel
attribution
App SDK
Supported media1
SocialSearch engines Display
Intra-hourly
bidding
PLA support
Predictive
analytics

One quarter of all
search inquiries now
come from mobile
devices, making
accurate and efficient
management of
mobile search
bidding, tracking,
and measurement a
necessity for search
marketers.
vendor to vendor. For example, some platforms provide preset or scheduled dayparting
adjustments to account for seasonality or time-of-day trends. Other platforms use predictive
bidding based on inventory changes; some also automatically adjust bids after significant site
events such as a sale or registration. It’s important to inquire about these types of details if
bidding update intervals is important to your paid media strategy.
PLA support
With the transition of Google’s organic Google Shopping results to a paid model built on
PLAs, search marketers must closely align their paid and organic search strategies and tactics.
Bing also now offers Product Ads. Both types of PLAs provide a richer, more visual search
experience for end users. Google’s PLAs are based on feeds submitted via Google’s Merchant
Center. Likewise, Bing Product Ads are based on feeds submitted through the Bing Merchant
Center. The majority of paid media campaign management platforms profiled in this report
support Google’s PLAs, and many support product ads from both Google and Bing.
App SDKs
One quarter of all search inquiries now come from mobile devices, making accurate and
efficient management of mobile search bidding, tracking, and measurement a necessity for
search marketers. Several vendors now offer software developer kits (SDKs) that extensively
track in-app transaction, usage, and conversion data, and link it to source keywords and ads.
SDKs facilitate mobile measurement, including more accurate channel attribution modeling.
Predictive analytics
Big Data has come to search, as marketers are collecting, measuring, analyzing, and reporting
on more data than ever before. In response, paid media campaign management platform
vendors are using machine learning – namely predictive analytics – to improve the accuracy,
efficiency, and ROI of client spending. The technology can now include predictive, real-time
bidding for Google’s Enhanced Campaigns that automatically optimizes bids by location,
time/seasonality, and device at both the ad group and campaign levels. Bid modifiers also are
rapidly changing, with dimensional modeling by device, geography (location), audience, time
of day, and day of the week becoming available.

Choosing an enterprise paid media
campaign management platform
The benefits of automating paid media campaign management
The paid media marketing landscape has become increasingly complex, as the speed of
search engine algorithms and development changes accelerate and marketers demand more
integrated channel capabilities. Automating paid media campaign management through
an enterprise platform can improve efficiency and productivity by providing the following
benefits:
• Workflow efficiency. Workloads can reach unmanageable levels when you have to manage
site links, product extensions, retargeting, and support for Facebook and other social
marketing platforms in addition to managing ad groups, ad copy, keyword lists, and bids.
An automated paid media platform can simplify day-to-day campaign management and
reporting.
• Increased productivity. By freeing up time once spent on manual tasks managing
keywords, bids, and campaigns, search marketers can spend more time on creative aspects
of their campaigns, such as testing ads or landing pages.
• Integrated view of digital marketing. As the breadth of paid media channels increases,
advertisers need a more holistic view of their campaigns across channels. Automating
campaign management can lead to more seamless integration of first- and third-party
digital and offline data through interconnected campaigns in search, mobile, display/
retargeting, and social media.
• Improved campaign performance. Paid media technology optimizes bidding, potentially
increasing performance and campaign ROI through a more intelligent allocation of dollars. To
reap these benefits, marketers need to carefully evaluate platforms to find the best fit and the
one they agree will not only improve campaign performance but also increase efficiency.
• Streamlined reporting. Reporting functions and capabilities are built into most paid media
campaign management platforms, reducing the amount of time spent on (and errors that
can creep into) manual reporting. Automated reporting can be a huge benefit for agencies
that must report to multiple clients with different needs, and for marketers who create
internal reports.
• Scalability. Many marketers find that their paid media marketing programs are growing
and becoming more time-consuming without automating manual tasks. Most platforms are
built to handle the uploading and management of millions of keywords across the search
engines, as well as multichannel campaigns in social and display advertising.
Enterprise paid media campaign management platform pricing
Virtually every paid media platform vendor licenses its technology on a software-as-a-service
(SaaS) basis; the technology is hosted by the vendor and customers log into a web-based
dashboard to utilize the system. Customers license the use of the technology on a monthly
basis although the majority of vendors require an annual contract. Because of the increasingly
complex nature of data integration and the varying levels of service required, few vendors
publish their fee structures. However, it is typically based on a percentage of ad spend, with
the percentage decreasing as the spend increases.
Workloads can reach
unmanageable levels
when you have to
manage site links,
product extensions,
retargeting,
and support for
Facebook and other
social marketing
platforms in addition
to managing ad
groups, ad copy,
keyword lists, and
bids.

Recommended steps to making an informed purchase
Understanding your current marketing processes, knowing how to measure success, and
being able to identify where you are looking for improvements, are all critical pieces of the
paid media campaign management platform decision-making process. The following section
outlines four steps to help your organization begin that process and choose the campaign
management platform that is the right fit for your business needs and goals.
Step One: Do you need an enterprise paid media campaign management
platform?
Deciding whether or not your company needs an enterprise-level campaign management
platform calls for the same evaluative steps involved in any software adoption, including
a comprehensive self-assessment of your organization’s business needs, staff capabilities,
management support, and financial resources. Use the following questions as a guideline to
determine the answers.
1. Does it make more sense to buy or build the technology? Issues to consider include
resources – both staffing and financial – as well as data control. Are you comfortable with a
third party having access to your data? Do you understand the total cost of ownership of a
third-party platform? Can your internal staff keep pace with the rapid pace of changes in ad
formats, search engine requirements, and tracking methods?
2. What features are most important for our business needs? If you’re an online retailer,
robust bid optimization for millions of keywords towards a CPA goal will be an important
factor. If you’re a B2B marketer focused on lead generation, a platform that can optimize
based on CPL targets will be a key capability. Other companies that are short on internal
resources may find that a partner with a full-service approach is critical. Make sure you have
gathered all of the relevant feedback from your team so that you can prioritize your criteria.
3. Who will use and/or maintain the platform? Staffing is key to the successful adoption of
any digital marketing platform. Without the proper skilled people in place, the tool can end
up becoming an expensive reservoir of untapped data with unfulfilled potential to increase
revenue and improve user experiences.
4. Do we need self serve, full service, or something in between? Different platform vendors
provide different levels of customer service and strategic consulting services. For example,
can you internally manage keyword creation, landing page optimization, bidding, ad text
testing, account structure development, integration with site analytics, and integration with
cross-channel data? It’s important to have an idea of where you fall on the spectrum.
5. Are we spending more time ‘doing the math’ than running a campaign? If you find
yourself with no time to manage creative, or evaluate overall campaign performance, it
might be time to automate.
6. Do we want or need to integrate display and social media advertising campaigns? For
many marketers, paid media marketing now includes search, display, and social media.
If this is true for your organization, you may need a platform that can integrate these
channels, and you may need better internal alignment across teams to make it work.
7. Do we have complex or ongoing reporting needs? When marketing staff or agency clients
have requests for specific reports and ongoing reporting needs, campaign management
tools can automate reports across all the major search engines and social networks.
Understanding
your current
marketing processes,
knowing how to
measure success,
and being able
to identify where
you are looking
for improvements,
are all critical
pieces of the paid
media campaign
management
platform decision-
making process.

8. How will we define and then benchmark success? What key performance indicators
(KPIs) do you want to measure and what decisions will you be making based on campaign
performance? For example, do you want to measure increases in search engine rankings?
Or the impact display retargeting has on website conversion? Set your business goals in
advance to be able to benchmark success later on. Without them, justifying the expense of
the platform or paid media marketing programs to C-suite executives will be difficult.
9. What is the total cost of ownership? Paid media campaign management platform
vendors typically charge clients a percentage of their monthly advertising spend. There
may be additional fees for platform set-up, integration or staff training. Professional
consulting services may also be available if you need additional expertise in paid media
channels such as display and social media marketing.
Step Two: Identify and contact appropriate vendors
Once you have determined that an enterprise paid media campaign management platform
makes sense for your business, spend time researching individual vendors and their
capabilities. Make a list of all the paid media capabilities you currently have, those that you
would like to have, and those that you can’t live without. This last category is critical, and will
help you avoid making a costly mistake.
For example, whether or not to choose a full-service platform versus an ad text or bid
optimization point solution, or an independent vendor versus a tool owned by a large
organization can be an important factor for some marketers. If you have already invested in
other tools offered by a large company (e.g., Adobe Analytics or Google’s DoubleClick for
Advertisers) you may prefer to use the respective company’s campaign management platform
for ease of integration. On the other hand, if you are willing or able to use an independent
platform, such as SearchForce or Acquisio, you may like being able to choose the best fit
regardless of the other digital marketing platforms you are using.
Take your list of capabilities and then do some research. Speak to your marketing peers at
industry events to find out who is using which paid media campaign platform and why. The
“Resources” section at the back of this report includes a list of blogs, reports, and industry
research that will also help. (Many of the vendors profiled in this report also provide white
papers and interactive tools that can help.)
Once you’ve done the necessary research, narrow your list down to those vendors that meet
your criteria. Submit your list of the campaign management capabilities you’ve identified,
and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/
RFP process is an individual preference, however be sure to give the same list of capabilities
to each vendor to facilitate comparison. The most effective RFPs only request relevant
information and provide ample information about your business and its paid media marketing
needs. It should reflect high-level strategic goals and KPIs. For example, mention your
company’s most important KPIs and how you will evaluate the success of your paid media
campaigns. Include details about timelines and the existing digital technology you have
deployed.
When written properly, an RFP will facilitate the sales process and ensure that everyone
involved on both sides come to a shared understanding of the purpose, requirements, scope,
and structure of the intended purchase. From the RFP responses, you should be able to narrow
your list down to three or four platforms that you’ll want to demo.
Before deciding
on a particular
vendor, speak
with one or two
customer references,
preferably someone
in a business similar
to yours.

Step Three: Scheduling the demo
Set up demos with your short list of vendors relatively quickly after receiving the RFP responses
to help make relevant comparisons. Make sure that all potential internal users are on the demo
call, and include the following types of questions in your discussion.
Business goals/usability
• Does the vendor seem to understand our business and our marketing needs?
• Are they showing us our “must-have” features?
• Is the system intuitive and easy to learn?
• Is the underlying infrastructure reliable for large sets of data?
• How difficult is integration and dis-integration?
• How long does the onboarding process typically take and how experienced is the person/
team that will be leading that integration?
• Will there be a project manager? Will anyone on the team be on vacation during the period
we’re aiming to onboard?
• Does your system support my specific business objectives (branding, revenue, margin,
profit, etc.)? Do you have other clients in my vertical?
• Do you work with international search engines and support multi-byte character sets (if
applicable)?
• What’s on the product roadmap?
Workflow and campaign management
• Does your system allow us to go into AdWords, Bing Ads, and other accounts and make
manual changes when necessary?
• Can we make changes easily in the UI, in bulk upload sheets, or directly on the engine?
• Does the platform support features, reporting, tracking, and API data imports offered by
the different engines?
• Can we set up rules to automate changes and send alerts when specific criteria are met?
• How easy is it to connect and integrate our business data into the platform’s end-to-end
campaign management? Can we add offline/event-based conversions?
• Can we sync campaigns with our physical inventory automatically, including creating/editing
campaigns based on inventory?
Bid optimization capabilities
• What type of bid optimization does the platform use?
• Do I have full transparency into bid recommendations, including the rationale for bids, the
ability to preview or override intended bids and the ability to exclude keywords from bid
strategies altogether?
• Is your bidding technology highly adaptive with self-learning cycles for holidays, trends,
sales promotions, etc.?
• Is your bidding technology built to optimize for CPL and CPA targets? (An agency,
for example, may need to accommodate both. And, if CPL targeting is required, ask
specifically how that gets set up and optimized.)
• How often are algorithms updated?
Multichannel and integration capabilities
• What do you offer beyond bid management?
• With which search engines, social platforms, and display partners do you work?
• How do you handle on-site analytics and SEO (i.e., through API integration, pixel tracking,
etc.)? Does the platform integrate with our web analytics platform (i.e. Google Analytics,
Adobe Analytics)?
• How does the platform handle returns/offline transactions/other special needs?
• Are there any Shopping Campaign optimization capabilities beyond bid management?
Set up demos
with your short
list of vendors
relatively quickly
after receiving the
RFP responses to
help make relevant
comparisons.

Attribution models
• What conversion attribution models do you use and offer? Is it included in the base price?
• Can we do search-based attribution as well as attribution across channels?
• Do you employ or work closely with a well-qualified team of Ph.D.-holding mathematicians
and statisticians?
Testing
• Is landing page and creative testing available? What type (A/B or multivariate)?
• Are there any limitations to using outside landing page or creative testing products (i.e.,
Optimizely, AdAlysis, Unbounce)?
Reporting
• Can we get a custom view of our campaigns with features like labels or filters?
• Can we use existing conversion tracking tags that are already on our site, or do we need to
implement a new tag to start using the tool?
• How quickly are conversions reported on, and how quickly does data flow from the
engines?
• Can we run summary reports across all accounts and the different engines?
• Can we view changes made by users, and by the bidding system?
• Can we compare date ranges to detect trends and view the impact of changes on
performance?
• How many metrics are available for reporting? Can we optimize by metrics such as types of
conversions or site analytics such as “time on site?”
• How flexible is data manipulation and import/export?
• Is an API available for reporting and for uploading offline conversions?
• Can we consolidate reporting across channels seamlessly? (i.e., without the added steps
of data transfers, and reconciling multiple reports to get real-time, de-duplicated cross-
channel reporting?)
• Can we dive deeper to extract information such as search queries, reporting on site links,
reporting by label, and budget pacing?
• Is web query functionality available?
Pricing and customer service
• How long will it take to deploy the platform?
• Are there additional fees (i.e., set-up costs, add-on features, API, quotas)?
• Do you offer a free trial?
• Who pays if your system/team makes an error?
• Will we have a dedicated resource? Who will be the day-to-day contact?
• What is the level of support included in the price? What support is additional?
• Will our support team work with us to test new features and assess the results?
• What is the minimum contract length? Is there a short-term contract or an ‘out’ clause if
things don’t work out?
• Will there be an increase in price when I renew next year – if so, how much?
Step Four: Check references, negotiate a contract
Before deciding on a particular vendor, take the time to speak with several customer
references, preferably individuals in a business similar to yours. The platform vendor should
be able to supply you with several references if you cannot identify ones yourself. Use this
opportunity to ask any additional questions, and to find out more about any questions that
weren’t answered during the demo. Make sure that the person you’ve been referred to is
someone who is a primary user of the platform. Consider also asking these basic questions:

• Why did you move to an enterprise paid media campaign management tool?
• Why did you select this tool over others?
• Has this tool lived up to your expectations?
• How long did the system take to implement?
• Who was involved in the implementation?
• Are you also using additional tools for bid management, attribution, retargeting, or local
search?
• Were there any surprises that you wish you’d known about beforehand?
• Where have you seen the most success? The biggest challenges?
• How are you measuring your own success?
• How easy was the set-up process and how long? Did the vendor help?
• How responsive is customer service?
• When networks make changes or add new ad formats, how quickly/smoothly does the
system update to support new functionality?
• Has there been any down time?
• What is the most useful, actionable (favorite) report the tool generates?
• What do you wish they did differently?
• Why would you recommend this tool?
Although not all vendors require an annual contract, many do. Once you’ve selected a vendor,
be sure to get in writing a list of what technology and support are covered in the contract. Ask
about what kinds of additional fees might come up. Are there charges for custom integrations,
if so, how much? What is the hourly charge for engineering services, and is there a minimum?
What partner organizations are available to install and integrate the tool? If you need to train a
new hire midyear, what will that cost? What is the “out” clause? Obtaining the answers up front
– and having them in writing – will ensure fewer surprises or additional costs down the road.
Conclusion
Paid search, mobile, display/retargeting, and social media advertising head up an expanding
group of digital media that are now being managed by campaign management platforms.
Advertiser demand for biddable marketplaces in these channels is growing as brands seek
more accountability in their digital media buys and subsequent return on investments. As the
breadth of paid media channels increases, advertisers also want a holistic view of campaigns
across channels. This includes seamless integration of digital and offline data through
interconnected campaigns in search, mobile, display/retargeting, and social media.
The technology is evolving in response to these needs. Multichannel management capabilities
now include paid search, social, display/retargeting, and mobile campaigns – often in
one platform. To find the platform that is the best fit for your organization, begin with a
comprehensive self-assessment of your business needs, staff capabilities, management
support, and financial resources. Automating paid media campaigns through an enterprise
platform can provide numerous benefits, and is often a critical investment to improve
productivity, workflow efficiency, and ultimately campaign ROI. n

Vendor Profiles
Target customer
• Digital agencies, direct advertisers, and local search resellers.

Key customers
Cox Media Group
Microsoft
Sensis
YP
Key executives
Marc Poirier, Co-founder and CEO
Richard Couture Co-founder and EVP, Product
Alexandre Lamoureux, COO
Bruno Martel, CFO
Company overview
• Founded in 2003 as a SEO/SEM agency,
Developed its campaign management and reporting platform in 2008.
• 150-plus employees.
• Averages $2 billion in ad spend under management.
• Additional offices in New York, Seattle, London, and Tokyo.

Product overview
• Campaign management platform features an open architecture for flexible data
import functionality, with both light and deep integrations, and can integrate data
from all major online publishers.
• Bid and Budget Management (BBM) is a near real-time optimization technology
that updates every 30 minutes, adjusting bids and reallocating budgets between
campaigns throughout the day to maximize conversions.
• Acquisio Trading Desk (ATD) is a buying and optimization solution that facilitates and
tracks display advertising and RTB.
Acquisio
6300 Auteuil, Suite 300
Brossard, Québec
Canada J4Z 3P2
(T) 866-493-9070
www.acquisio.com

Vendor Profiles
Product Details
Supported media
• Search: Google AdWords, Bing Ads,
Baidu, Yahoo!, Yahoo! Japan, Yandex.
• Social: Facebook Ads and LinkedIn Ads
reporting integration.
• Display: Adform, Doubleclick, Sizmek,
The Trade Desk.
International coverage
• All major currencies tracked with
automatic currency converter displays
in reports for multinational campaign
management.
• Publish reports in more than 20
languages.
Campaign management
• The Acquisio Workbench provides
access to all publisher accounts and
campaigns from one screen.
• Search query reports, advanced
filtering, and advanced date ranges
facilitate optimization and bulk
changes.
• Cross publisher bulk editing can be
applied in the Workbench, or via an
Excel upload through the Bulksheet
Management System.
• Dynamic campaign creation and
management from inventory feeds.
• KPI Dashboard monitors performance
in relation to user-defined KPI targets.
• Call Tracking Partnership Program
integrates 13 leading call tracking
technology vendors to optimize
Acquisio campaigns for phone calls
rather than online sales or conversions.
Bid management and
optimization
• BBM updates every 30 minutes, to
deal with market, campaign or Google
settings or algorithm changes.
• BBM’s high frequency optimization
algorithms adjust bids and reallocate
budgets dynamically to deliver
conversions or clicks within the budget
that is available.
• Custom bid rules can be created from
scratch or from a series of templates
through a custom statement builder or
with a custom mathematical expression
builder.
Social integration
• Offers 55 metrics to analyze and report
on Facebook and LinkedIn campaign
success.
Local/Mobile
• Uses proprietary local business
taxonomy to help local search resellers
generate calls to SMBs through
automatic creation of search engine
accounts, campaigns, ad groups,
keywords, ads, and “mobile-first”
landing pages with call tracking.
• Flexible budget planner and budget
rollover in addition to automated bid
management of mobile bidding via
Acquisio’s BBM technology.
• Call tracking integrations with 13
leading call tracking platforms.
• Executive-level reports with client
extranet and report scheduling.
Third-party integration
• Acquisio Add-Ons Marketplace
includes a variety of apps for tag
management, analytics, CRM, display
data connectors, dynamic campaigns,
search, social, call tracking, and
universal media to facilitate access and
configuration.
Reporting and analytics
• Streamlined reporting with custom
templates that can be shared with
multiple accounts, updated with
account logos and data.
• Automatically refreshed data each time
reports are loaded.
Acquisio
Brossard, Québec
Canada J4Z 3P2
(T) 866-493-9070
www.acquisio.com

Vendor Profiles
Product Details
• White-label report builder automates
report delivery via email or client
extranet.
• Cross-client KPI tracking and sorting
streamlines agency workflows.
• Reports can be output in HTML and
PDF; bulk export API for XLS or CSV.
Pricing and service
• Starter edition plans start at $99 per
month.
• Pricing is based on percentage of
monthly ad spend.
• Three editions available: Starter,
Professional, and Enterprise.
• Customized pricing available for
Professional and Enterprise editions for
medium-to-large scale digital marketers
and agencies.
• Professional and Enterprise plans
include online training and customer
support (6:30am-9:00pm EDT) for
technical issues.
Dedicated account managers are
assigned to customers.
Acquisio
Brossard, Québec
Canada J4Z 3P2
(T) 866-493-9070
www.acquisio.com

Vendor Profiles
Target customer
• Adobe Media Optimizer Premium targets enterprise advertisers and agencies
seeking to optimize campaigns across search, social, and display.
• Adobe Media Optimizer Standard targets mid-market advertisers and agencies that
need a search-only solution to integrate with Adobe Analytics.
Key customers
Intuit
Grainger
Dollar Thrifty / Hertz
Marks & Spencer
RPA
Key executives
Shantanu Narayen, President and CEO
Brad Rencher, SVP and General Manager, Digital Marketing Business
John Mellor, VP, Strategy and Business Development, Digital Marketing Business
Justin Merickel, Senior Director, Adobe Media Optimizer
Company overview
• Adobe Systems was founded in December 1982.
Approximately 11,000 employees in more than 40 offices worldwide.
Global provider of digital content and marketing technology solutions designed
to help customers create, manage, measure, and monetize content across media
channels.
• Adobe Media Optimizer (including acquisitions Efficient Frontier, SearchCenter, and
Demdex) is one of six solutions in the Adobe Marketing Cloud.
The five other Adobe Marketing Cloud solutions are: Adobe Social, Adobe
Analytics, Adobe Target, Adobe Experience Manager, and Adobe Campaign.
All Marketing Cloud clients have free access to any of the Adobe Core Services
(Tag Manager, Shared Audiences, Shared Assets, Collaborative Chart Notes,
Mobile App Measurement SDK, third-party integrations, and User Permissions
Security).
• Media Optimizer manages over $2 billion in annual search marketing investments
from enterprise clients. Additional client investment managed in social and display.
Product overview
• Enables clients to access insights across paid search, display, and social.
Native integrations with Adobe Analytics and Adobe Audience Manager.
• Provides insight into past trends and future simulations of online marketing
performance for manual and automated campaign management.
• Delivers performance lift through advanced and transparent portfolio optimization
algorithms.
Media Optimizer Premium offers an integrated portfolio approach to campaign
optimization and media buying across search, display, and social.
Media Optimizer Standard offers bid rules and cross-publisher search campaign
management with a native integration to Adobe Analytics.
• Can be used by both Adobe Analytics users and non-Adobe Analytics users.
Adobe Media Optimizer
345 Park Avenue
San Jose, CA 95110-2704
(T) 385-345-1665
www.adobe.com/solutions/
media-optimization.html

Vendor Profiles
Product Details
Supported media
• Search: Google, Bing, Baidu, Yahoo!,
Yahoo! Japan, Yandex.
• Social: Facebook Ads.
• Display: AdMeld, AppNexus, Google
Ad Exchange, Google Display Network,
Facebook Exchange, Microsoft
Exchange, OpenX, PubMatic, Right
Media Exchange, Rubicon.
• Can be translated into any language,
including double-byte character sets.
• All currencies and time zones
supported.
Campaign management
• Includes advanced filtering, custom
alerts, inline editing, schedulable bulk
sheets, creative testing, and keyword
expansion tools.
More sophisticated, personalized
testing available through Adobe
Target.
• Custom labeling enables analysis and
bulk changes based on business needs.
• Automated campaign creation and
management based on product feed
or Google Merchant Center, including
Google Product Groups in Shopping
Campaigns, and Bing Product Ads.
• Remarketing list management for
Google RLSAs available in the
Media Optimizer audience tab. Pixel
implementation simplified through the
Audience Manager DMP container tag
or Adobe Dynamic Tag Manager.
Bid management and
optimization
• Premium version uses a portfolio-based
approach to manage search, social
marketing, and display advertising
campaigns in an integrated digital
platform.
• Budget and bid updates across
campaigns through proprietary
algorithms and predictive models
applied to client and integrated third-
party data.
Manual rule overrides available
when advertisers want to combine
both bid automation approaches.
• Automated recommendations at
campaign and ad group levels for
device bid modifiers with geo and time
recommendations soon to be released.
• Specialized bid algorithm for GSC/
Product Group marketplace.
• Automatic modeling considerations
for Adobe Analytics site engagement,
page views, visits, and time on site.
• Ad buying, bulk change management,
algorithmic bid optimization, predictive
budget modeling, and social retargeting
based on search data in Facebook Ads
and Facebook Exchange.
Attribution
• Collects data continuously across
five attribution models for search,
display, and social, allowing users to
toggle between different models on-
demand to choose optimal spending
allocations.
• Through Adobe Analytics integration,
attribution modeling of search, social,
and display can be expanded to cover
all digital channels including email,
organic search, affiliates, etc. and
combine with site-side analytics.
Local/Mobile
• Mobile app measurement available
through Adobe Marketing Cloud
Mobile Core Service SDK.
• Cross-device attribution possible
through Adobe Audience Manager.
• Geo-targeting available by country,
state, city and region across search,
display, and social.
• Device targeting supported through
345 Park Avenue
San Jose, CA 95110-2704
(T) 385-345-1665

Vendor Profiles
Product Details
publisher API across channels with
automated mobile bid adjustments
available for Google and Bing.
• Native integration with Adobe
Analytics.
• The Adobe Marketing Cloud Exchange
features more than 150 apps ranging
from data providers to social networks
that integrate with Adobe Marketing
Cloud solutions (including Media
Optimizer).
• On-demand keyword potential
forecasts, detailed spend yield curve
simulations, on-demand media mix
recommendations, and transparent
model accuracy trends are all available
from portfolio spotlight views that pull
multiple visualizations into a single
page of the interface.
• Reporting and data visualization
features directly in Media Optimizer
include interactive dashboards with
flexible gadget layout, refreshable
Excel spreadsheet feeds, shared
filters with custom columns in the web
interface, and on-demand attribution
perspectives without disconnection
from historical data, and click path
reporting across keywords or channels.
• Additional predictive analytics features
applied to advertising data in Adobe
Analytics for anomaly detection and
contribution analysis.
• Clients can send advertising data
seamlessly back into Adobe Analytics
for wider reporting purposes through
the Excel Report Builder, Analytics
Mobile App, Ad Hoc reporting desktop
software, emailed data extracts, and
Analytics web interface.
Pricing and service
• Premium pricing based on a
percentage of ad spend, as well as the
extent of software and support services
required.
• Standard version is self-service after
initial training.
345 Park Avenue
San Jose, CA 95110-2704
(T) 385-345-1665

Vendor Profiles
Target customer
• Enterprise marketers spending a minimum of $150,000 per month on paid search.
Key customers
Parcel2Go.com
PriceRunner
Rocket Internet
Rosetta Stone
Zazzle
Zoosk
Key executives
Bob Cell, Executive Chairman
Chris Zaharias, SVP, Sales
Marcus Anzengruber, Co-founder
Berner Setterwall, Co-founder and CTO
Company overview
• Founded in 2010; opened U.S. office in Palo Alto, CA in 2012.
• 45 employees.
• More than $200 million ad spend under management.
• Received $5 million in Series A funding in February 2014, led by Hoxton Ventures
and DFJ Esprit.
Product overview
• Focuses on real-time value tracking to monitor consumer actions and calculate the
value of those actions; this enables advertisers to adapt to consumer behavioral
changes such as cancellations or seasonal changes.
• Uses predictive modeling to identify trends and expected future click values, tracking
changes in conversion over time to account for variances due to time of day, day of
week, and day of month.
• After value per click has been calculated, Campanja’s high-frequency bidding engine
automatically adjusts bids throughout the day, bidding up to seven times an hour on
a single keyword based on conversion rates.
Campanja
Sveavägen 17
111 57 Stockholm SWEDEN
(T) 46 (0) 8 411 53 88
U.S. Headquarters:
644 Emerson Street, Suite 110
Palo Alto, CA 94301
www.campanja.com

Vendor Profiles
Product Details
Supported media
• Search: Google, Bing, Yahoo!
• Shopping: Google.
• Displays reports in any currency set up
in the advertiser’s Google Adwords
account.
• Supports multiple languages across
bidding, account level support, and in
the Campanja platform.
Campaign management
• Positioned as an advanced SEM
bidding engine that integrates with
existing campaign data, systems, and
workflows.
• Provides reporting from a client’s
Google, Yahoo!/Bing account in
addition to conversion tracking
reporting.
• Supports Google PLAs.
Bid management and
optimization
• Uses Bayesian statistical modeling
techniques and the programming
language Erlang built for real-time,
concurrent, and fault-tolerant, high-
frequency systems.
• Tracks relevant data in real-time and
sends it to the Campanja modeling
engine, which then combines new data
with historical data to predict the value
per click for each keyword, ad group,
and campaign, separately for mobile
and desktop devices.
• Based on these predictions, Campanja’s
high-frequency bidding engine
analyzes ad auctions up to seven times
an hour and updates keyword bids and
ad-group level mobile bid adjustments
based on a changing value per click.
Social integration
• Not available at this time.
Attribution
• Provides attribution modeling through
a real-time tracking solution.
• Advertisers can choose from last click,
multi-touch or U-shaped attribution
models that are fully customizable.
• If Campanja’s tracking solution is being
used, attribution models can also be
applied retroactively to data gathered
in the past.
• Campanja has a site-wide script on
every page for tracking.
Local/Mobile
• Uses advertiser’s ROI goal for
mobile bidding and uses historical
performance data to adjust the ad
group level mobile multiplier and
keyword bid several times per day, up
to several times per hour.
• Real-time tracking solution uses user ID
to track any event, such as returns or
credit card bouncing.
Supports encrypting private values.
• Reporting is provided in CSV format
to the client and customized to client’s
needs.
• Bidding engine can integrate with any
campaign management system for
SEM/bidding.
• Native integration with Google, Bing,
and Yahoo!
Pricing and service
• SaaS-based fees typically 3-5% of
monthly search spend.
• Campanja’s Solutions Engineers assist
Campanja
Sveavägen 17
(T) 46 (0) 8 411 53 88
U.S. Headquarters:
Palo Alto, CA 94301
www.campanja.com

Vendor Profiles
Product Details
clients with search engine account
implementation and data validation
processes.
• Campanja account managers ensure
that the system is configured based on
the client’s goals and parameters.
Campanja
Sveavägen 17
(T) 46 (0) 8 411 53 88
U.S. Headquarters:
Palo Alto, CA 94301
www.campanja.com

Vendor Profiles
Target customer
• Advertisers or agencies spending more than $100,000 per month on search and
display.
Key customers
Cabela’s
Digitas
GEICO
Performics
Universal McCann
Verizon
Key executives
Matt Eichner, Head of DoubleClick Search Sales
Tushar Balsara, Head of DoubleClick Search Sales, NACE
Yann Damongeot, Head of DoubleClick Search, SEEMEA
Anthony Chavez, Product Management Lead
Company overview
• DoubleClick founded in 1996; its key technology, DART, enabled dynamic targeting
of interactive advertising and later included a platform for managing search
campaigns.
• Acquired by Google in March 2008 for $3.1 billion.
• In March 2011, Google released DoubleClick Search v3, a rebuilt version of the
search platform on Google infrastructure, officially retiring the previous DART
technology and infrastructure.
• Acquired attribution tool Adometry in May 2014, and renamed it Adometry by
Google.
Product overview
• A real-time SEM tool with access to real-time conversion data for reporting and bid
optimization.
• Features an intuitive, AdWords-like interface to automate workflows for large search
campaigns across engines.
• DoubleClick Search Commerce Suite is a package of features focused on retailers’
optimization and management challenges. It includes:
Inventory managed campaigns (with Google Merchant Center integration);
Dynamic Shopping campaign creation;
Adaptive Shopping Campaigns;
Product detail reporting; and
Bid optimization with continuous bidding (useful for big sales, launch days, etc.).
• Native integration with the DoubleClick platform offers cross-media reporting and
optimization across digital marketing channels with utilization of the DoubleClick for
Advertisers (DFA) Floodlight tag.
• Integrates with Google Analytics, and reports on metrics such as bounce rate, goal
completion, revenue, and transactions.
• Executive reporting dashboard for communication of higher-level metrics and
business-health reporting.
DoubleClick Search
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.doubleclick.com/search

Vendor Profiles
Product Details
Supported media
• Search: AOL, Baidu, Bing, Google,
Yahoo!, Yahoo! Japan.
• Display: GDN (bought through DCM).
• User interface localized in English,
French, German, Italian, Spanish,
Chinese, Korean, and Japanese.
• Reports displayed in agency, advertiser,
or search engine currencies.
Campaign management
• Supports cross-engine account
campaign analysis, keyword
segmentation, drag-and-drop column
configuration, bulk editing, and custom
report creation.
Bi-directional sync allows users
to make bulk changes through
the interface or directly on the
search engine to be imported into
DoubleClick Search.
• Labels allow for custom organization
of keywords campaigns, ad groups,
and ads outside traditional campaign
structures.
• Workflow automation features include
scheduled edits, scheduled two-way
sync, and automated rules.
• Landing page testing capabilities
offer easy configuration of split-traffic
tests to measure the conversion
effectiveness of various landing pages.
• Supports Shopping campaigns via
integration with Google Merchant
Center feeds.
Product-centric, automated
inventory campaigns for retail
advertisers dynamically create
and update text and Shopping
campaigns.
• Adaptive Shopping Campaigns
Creates product groups with like
performing products to improve
portfolio performance.
• Real-time search campaign updates,
based on advertiser product feeds.
• Support for AdWords Shopping
campaigns including campaign
management and product-level
reporting.
• Partnership with Channel Intelligence
for retail feed management and
optimization
Bid management and
optimization
• The included DoubleClick Search
Performance Bidding Suite lets clients
create multiple bidding goals based on
business objectives including ROI, ad
position, and target spend goals.
• Access to instant conversion data and
“continuous bidding” – changing
bids every 5-10 minutes in response
to changes in conversion yield on
keywords.
• Floodlight conversion data is used to
make bid decisions.
• Granular control including keyword/ad
group/campaign-level inclusion in bid
portfolio.
• Manual override allows users to
temporarily take control of bids.
• Preview bid feature allows advertisers
to view bid recommendations without
having them automatically applied.
Bid history feature lets advertisers
see when bids were executed.
Bid rationale feature helps
advertisers to understand the
decision behind each bid.
• Optimization signals include: Floodlight
conversions, Google Analytics goals/
conversions, offline conversion
data, and advertiser-defined custom
conversion metrics.
• Auto-optimizes AdWords mobile
bid adjustment based on advertiser-
specified conversion objectives.
• Bundles low-volume keywords and
shifts incremental spend to keywords
that can offer the greatest return.
DoubleClick Search
(T) 650-253-0000

Vendor Profiles
Product Details
Attribution
• Attribution models can be applied
to search conversion data as well as
data from other channels through
integration with the DoubleClick Digital
Marketing platform.
• Native integration with Adometry for
data-driven attribution modeling –
which can be pushed into reporting
and bid optimization.
• Pre-defined models (first click, time
decay, linear, U-shaped, etc.) and
custom models available.
• Remarketing uses paid search clicks
from DoubleClick Search to remarket
to audiences with display ads across
exchanges (via DoubleClick Bid
Manager or the Google Display
Network).
Local/Mobile
• Support for Local Inventory ads.
• Bid optimization supports automatic
adjustment of the mBid modifier in
AdWords.
• AdWords mobile bid adjustment
support for campaigns and ad groups.
• Supports AdWords mobile-preferred
creative and mobile-preferred site links.
• Device-segmented reporting allows
users to view search engine and
conversion statistics by device type
down to keyword level.
• Rich campaign geo-targeting across all
supported engines.
• Performance Bidding Suite (bid
optimization) recommends and
optimizes AdWords mobile bid
adjustments based on advertiser ROI
and conversion objectives.
• Search query report shows user queries
and associated conversion data.
“Search assist” data shows the
contribution of upper funnel
keywords in driving downstream
visits and conversions.
• Search engine data updated every 15
minutes; Floodlight conversion data
updated every 5-10 minutes.
• Formula columns define custom KPIs
and metrics based on mathematical
operations, conditional logic, and date
parameterization, with the ability to
optimize off of custom columns.
• Product detail reporting shows what
was actually purchased after clicking an
individual ad.
• Dimensions enable data to be
aggregated and summarized by device
type, day of week, day of month, etc.
Custom Floodlight variable support
allows advertisers to define
customized dimensions.
• Executive reporting feature enables
creation of customer-ready reports from
the user interface.
• Reports are rendered as Excel files and
can be configured to automatically
generate on a recurring schedule.
• Reporting data can be accessed via on-
demand download, scheduled reports,
and web query, and configured from
over 90 available metrics.
• Offline and/or revised conversion data
can be uploaded via bulk sheets or API.
• Integrates with Google Analytics,
Adobe Analytics (Omniture) and IBM
Digital Analytics (Coremetrics) for site
analytics.
• Call-tracking integration through
partnerships from call-tracking service
providers: CallCap, Century Interactive,
Infinity Tracking, Marchex, Mongoose
Metrics, ResponseTap (Americas),
Infinity Tracking, ResponseTap (UK/
Europe), and AVANSER (Australia/SEA).
DoubleClick Search
(T) 650-253-0000

Vendor Profiles
Product Details
Pricing and service
• Pricing ranges from 1% - 2.5% of
annual search spend.
$10,000 one-time fee covers setup,
training, and support.
• Contract lengths are flexible.
• Offers both consultative and technical
support, self-paced learning, webinar
training, and in-product help.
DoubleClick Search
(T) 650-253-0000

Vendor Profiles
Target customer
• Enterprises spending a minimum of $250,000 per month on search, social, and
display advertising.
Key customers
CenturyLink
Center Parcs
Extended Stay America
Greenlight Loans
LaQuinta Inns and Suites
Strayer University
Key executives
Will Margiloff, CEO
Roger Barnette, President
Jonathan Ragals, Global COO
Craig Pohan, CTO
Company overview
• Founded in 2004 as SearchIgnite; acquired by international holding company Dentsu
in January 2010.
Rebranded in April 2011 as IgnitionOne.
Management initiated a buyout from Dentsu in July 2013.
$20 million Series B round in June 2014.
• Acquired data management platform (DMP) Knotice in March 2014, and mobile
demand-side platform (DSP) Human Demand in August 2014.
• $1.5 billion in annual online media ad spend under management, including search,
social and display.
• Additional U.S. offices in Atlanta, Akron, Detroit, and San Francisco.
• Global offices in Brussels, London, Paris, Madrid, Munich, Netherlands, Warsaw, Sao
Paulo, Tokyo, Bangalore, and Singapore.
Product overview
• Offers management, optimization, attribution, and reporting for top-tier search
engines in North America and internationally.
• API support for Facebook Marketplace; accesses Facebook Exchange (FBX) inventory
with native DSP.
• Unmanaged channel tracking URLs available for reporting and attribution for non-
supported online publishers.
Bi-directional sync ensures changes made directly in the IgnitionOne Digital
Marketing Suite or direct via the publisher are brought into the respective
platform.
• A DSP is available for purchasing display inventory, remarketing, and multichannel
performance attribution in a centralized reporting interface.
• Marketing automation technology uses a proprietary engagement scoring engine
that measures the historical and real-time behavior of each site visitor, including which
products and services are most relevant to them and when they’re most likely to convert.
IgnitionOne
200 Park Avenue
27th floor
New York, NY 10166
(T) 888-744-6483
www.IgnitionOne.com

Vendor Profiles
Product Details
Supported media
• Search: AOL, Baidu, Bing, Google,
Yandex, Yahoo!
• Social: FBX.
• Display: AdTech, AppNexus, BlinkX,
Burst, Casale, Criteo, Fluct, Geniee,
Google Display Network, Improve
Digital, IPonWeb, Kauli, Ligit, OpenX,
Pubmatic, Pulsepoint, Rubicon, Smart
Adserver, Switch, Yahoo Display
Network, YieldLab, YieldOne.
• Video: LiveRail, Tremor.
• Localized versions of the platform
available in English, Japanese, and
French.
• Support for all major currencies and
time zones.
Currency conversion includes both
static and dynamic exchange rates.
Campaign management
• Advanced filtering functionality allows
users to save and share custom filters
and apply bulk changes.
• Built-in landing page testing and
optimization enables dynamic targeting
of the highest performing pages for ads
or groups.
• Google Shopping management
leverages both bidding and semantic
optimizations.
• Real-time tracking provides behavioral
insights for strategy refinement.
• Campaign creation and optimization
based on product and inventory.
Bid management and
optimization
• Predictive SPOT® engine utilizes
proprietary portfolio algorithms to
forecast performance and optimize bids
and engagement strategies for both
search and display.
• Clients can mix and match manual,
rules-based, or algorithmic bid
strategies based on multiple objectives,
and can preview and override bid
recommendations.
• Offers full tracking, reporting, and
management support for Google PLAs.
Can include bid optimization and
optimization of the feed content.
• Offers tracking and reporting for Bing
Product Ads.
• In addition to standard KPIs, can also
optimize based on user engagement.
Social integration
• Badged Facebook Marketing Partner
with Ad Technology specialties.
• Can track any engine/publisher/
vendor (such as tier 2 engines, CSEs,
affiliates, or other social platforms such
as Pinterest, etc.) using unmanaged
channel URLs.
• The system signals the ideal time to
launch ads based on the ratio of social
activity on the client’s pages.
• Creative optimization tools include
automatic ad refreshing with consistent
ad IDs.
• Provides dynamic creative capabilities
for FBX, supported by data to
orchestrate social across highly
targeted multichannel audiences.
• Facebook reporting and attribution
features are integrated into
IgnitionOne’s engagement optimization
tools.
Campaigns can be refined based
on brand or direct response goals.
Attribution
• Custom attribution models can be
applied to each channel or exposure.
• A single tracking tag allows clients to
attribute performance across any digital
marketing channel.
• Multi-exposure attribution system
attributes credit for each customer
IgnitionOne
200 Park Avenue
27th floor
New York, NY 10166
(T) 888-744-6483
www.IgnitionOne.com

Vendor Profiles
Product Details
touch point across all digital media
channels and feeds directly into
optimization system.
• Side-by-side comparison of attribution
models allows users to view “what-
if” scenarios without waiting for data
collection.
• 200-plus standard reports that can
be filtered and customized by date,
account hierarchy, action type, currency.
Templates can be created from any
custom report.
• Reporting data and filtering capabilities
are also available within the campaign
management interface to help users
take action on reporting data.
• Reporting snapshots can be emailed in
HTML or delivered in CSV or XLS.
• Add-on Business Intelligence (BI)
product available for advanced data
manipulation tools.
• Integrates with Omniture, DoubleClick
for Advertisers (DFA), and MediaMind
ad servers with impression-level
attribution capabilities.
• Tracking APIs accommodate
proprietary customer data imports.
Pricing and service
• Charges an undisclosed percentage of
monthly ad spend based on volume.
Minimum contract requirements
vary by customer.
• Pricing includes onboarding, customer
support, and ongoing training for
existing and new client personnel.
• Add-on advisory services provide
expertise in PPC, display, social, and
cross-channel attribution and analysis.
IgnitionOne
200 Park Avenue
27th floor
New York, NY 10166
(T) 888-744-6483
www.IgnitionOne.com

Vendor Profiles
Target customer
• Performance marketers across all industries.
Key customers
1-800-Dentist
Endurance
HomeAdvisor
Paychex
ShoeDazzle
The Clymb
Key executives
Chaitanya Chandrasekar, Co-founder and CEO
Brian Bird, Co-founder and COO
Enriko Aryanto, Co-founder and CTO
Marlin Gilbert, VP, Revenue
Company overview
• Founded in 2011.
• Product first introduced in Q4 2012.
• 50 employees.
• On target to exceed $1B in managed spend in 2015.
• Additional offices in New York, Los Angeles, Minneapolis, Bogota (Colombia), and
Buenos Aires (Argentina).
Product overview
• Manages bidding and campaign optimization through machine learning, automated
Enhanced Campaign optimization, real-time bidding, and long-tail keyword
management.
• Uses click-travel tracking to fully automate all Enhanced Campaign modifiers
including geography, time, and device.
• Delivers a comprehensive bid strategy driven by real-time predictions for keyword
bids and Enhanced Campaign modifiers.
InsideVault
101 Redwood Shores Parkway,
Suite 220
Redwood City, CA 94065
(T) 650-394-5278
www.insidevault.com

Vendor Profiles
Product Details
Supported media
• Search: Bing, Google, Yahoo!, Yandex,
Naver.
• Display: Google Display Network.
• Social: Facebook, YouTube.
• Mobile: Yahoo Gemini.
• Supports 40-plus global languages.
• Supports all currencies and has built-in
currency converters.
Campaign management
• Advertisers can link any number
of publisher accounts to a single
InsideVault account for centralized
management, analytics, and
optimization without keyword caps or
performance limitations.
• Bi-directional synchronization with
Google AdWords and Bing Ads.
• Supports Enhanced Campaigns,
including all settings and modifiers.
• Permission controls to grant or limit
user/role access to specific tabs.
• Advanced filtering, custom metrics,
business labels and dimensions, custom
alerts, inline editing, and schedulable
bulk sheets.
• Automated keyword generation and
expansion tools based on client-
defined criteria.
• Automated grouping/clustering tools
that use Natural Language Processing
(NLP) algorithms to optimize Quality
Scores.
• Experimental framework to manage,
report, and analyze A/B tests for
creative and landing pages.
• Automated recommendation engine,
including suggestions for keyword
additions/negatives, negative
placements, and ad pausing.
• InsideVault Live Campaigns enable
automated campaign generation and
optimization based on inventory and/or
capacity feeds.
• Supports Bing Product Ads and Google
Shopping campaigns, including
Merchant Center integration.
Bid management and
optimization
• Defines optimization goals for each
business objective/segment using
customizable success metrics.
• Long-tail bidding optimization through
proprietary NLP algorithms.
• Predictive real-time bidding for
Enhanced Campaigns.
Automatically optimizes for
location, time/seasonality, and
device at ad group and campaign
levels.
• Proactive real-time bidding based on
changes to inventory and/or revenue
capacity.
• Bid simulator, forecasting and “What If”
modeling tools.
• Proprietary bidding algorithms
for display, shopping, and mobile
campaigns.
Social integration
• Complete platform functionality for
Facebook.
• Analytics and optimization capabilities
for LinkedIn, Twitter, and Pinterest.
Local/Mobile
• Radius-level geo-targeting available to
create, manage and optimize hyper-
local campaigns.
• Enables the creation of location-
specific ads with full extension support,
including location and call extensions.
Location-specific analytics and bid
modifiers for manual or algorithm-
based optimization.
Optimization goals can be
managed by time of day and day
of week.
InsideVault
Suite 220
(T) 650-394-5278
www.insidevault.com

Vendor Profiles
Product Details
Attribution
• Customized tracking through
proprietary real-time tracking pixel.
• Support for cross-event and cross-
channel attribution.
• Available attribution models include
first click, last click (default), time decay,
linear, U-Shaped, and client-defined.
• Attribution models can be applied to
search conversion data as well as to
cross-channel influence from other
channels such as call tracking, DSPs,
email marketing, display advertising,
affiliate, etc.
• Real-time reporting available.
• Customizable and sharable views,
reports, dashboards, and widgets
by traffic segment, including device,
network, or location.
• Reports can be built from any
combination of business objectives,
segments, labels, clicks, or conversion
dimensions with no row limit or cap.
• Customized visualization based on
any reporting values with advanced
filtering, drag-and-drop, and scatter
plot capabilities.
• Save, share, schedule, and/or generate
any report on-demand.
• Export or schedule email delivery via
CSV or Excel.

• Integrates with analytics platforms
including Google Analytics, Adobe
Analytics, Custora, CoreMetrics,
Webtrends, and Segment.
• Integrates with attribution platforms
including Adometry, Convertro, and
VisualIQ.
• Integrates with Data Management
Platforms (DMPs) including MediaMath,
BlueKai, Datalogix, and Krux.
• Supports offline data integration,
including CRM (Salesforce), call tracking
(Marchex, Mongoose, Ifbyphone,
Invoca) and point-of-sale (POS).
• Integrates with Google Tag Manager,
Publisher Tracking, TagMan, Tealium,
and Standard Revenue Upload.
Pricing and service
• Pricing is a flat monthly fee based on
advertising spend.
Average monthly advertising spend
is $1 million-plus; the median
spend is $650,000.
• All onboarding, product training
(on-site and online), and integration
support is included.
• Ongoing Client Success resources
includes initial onboarding, product
training and integration support.
On-demand access to InsideVault
Knowledge Base. Standard ticketing
priority. Quarterly Performance Review
with recommendations.
• Premium services (add-on) include
dedicated Success Manager, priority
ticketing, benchmarking, competitive
insights, comprehensive reports and
recommendations.
InsideVault
Suite 220
(T) 650-394-5278
www.insidevault.com

Vendor Profiles
Target customer
• Enterprise search marketers and agencies, including multi-location organizations
managing a high volume of local campaigns.
Key customers
Expedia
Facebook
Havas Media
Resolution Media
Sears
Walgreens
Key executives
Yoav Izhar-Prato, Chairman, CEO, and Co-founder
Alon Sheafer, Chief Strategy Officer and Co-founder
Nir Cohen, CTO and Co-founder
Igal Shany, CFO
Company overview
• Founded in 2006.
• $350 billion in annualized client online sales revenue directed through platform.
• Over 27 international locations including San Francisco, Chicago, New York, London,
Munich, Paris, Tel Aviv, Hong Kong, Sao Paulo, Singapore, Sydney, and Tokyo.
Product overview
• The Kenshoo Infinity Suite comprises the following core products and solutions.
Management and Optimization. Automated campaign workflow and flexible
bidding algorithms for paid search, social, mobile, and display.
Personas and Audiences. Cross-channel targeting based on search intent and
social signals.
Measurement and Reporting. Full tracking across all channels and devices with
customizable reporting dashboards available through online UI, desktop editor,
and mobile app.
Forecasting and Attribution. Predictive analytics tools for scenario planning and.
dynamic attribution models that automatically inform bid decisions.
• More than 100 integrations completed through Kenshoo’s open architecture
framework.
North American Headquarters:
Kenshoo
6 Habarzel Street, Building B
Tel-Aviv, Israel
(T) 972-3-746-6500
www.kenshoo.com

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