Whether you’re a business development manager or an advertising sales manager, maximizing online advertising sales is a prominent priority. But just how do you plan and run the campaign, while getting the media spend just right, when you’re not sure what the competition is up to? Thanks to a new product from New York ad startup BiScience, that’s one area of guesswork that’ll pass into history.
BiScience’s “AdClarity” media intelligence platform tracks over 5 million ads from more than 300,000 advertisers, running in more than 2 million campaigns on over 7,000 publisher’s websites. And it also keeps tabs on pricing by connecting with leading ad exchanges, giving crystal clear snapshots of previously murkily obscure data – like how much other advertisers are spending and how much publishers are making. Even the most hard-bitten business development manager can’t fail to be impressed with that kind of gold dust.
CEO and co-founder Kfir Moyal is pretty clear about who will find AdClarity’s offerings most valuable:
“I think advertisers/agencies are the sweetest spots as it plays a key consideration for them while planning and deploying campaigns. Having said that, publishers always like to compare monetization alternatives and profitability so their use case is pretty strong as well.”
Moyal says that agencies can use the platform to calculate media spend, while in-house advertisers can bypass the ad exchange middlemen and go straight to the publishers armed with robust intelligence to undergird their negotiations.
A seat at the table
Here’s an example of what AdClarity can do. It’ll show you that Yahoo made in excess of $7.5 million from four campaigns just from its homepage last month; there were 168 million page-views and the CPM average was $110. It’ll also show you that ESPN’s U.S. site, with its 35 million monthly visitors, ran 609 campaigns with a higher average CPM of $1.39.
AdClarity maintains a proprietary BiScience real-time bidding (RTB) engine which seamlessly integrates with a multitude of ad inventory sources. Lightning fast though they might be, AdClarity gets to have a seat at the table while digital negotiations are underway so that it knows instantly who makes the winning bid.
The platform also provides data in whatever sized chunk suits best – daily, weekly or monthly – and it supplies trending data, too. Savvy business development managers will love it.