"You want to optimize campaigns in real time across every marketing channel, to see what people are watching and what are they buying to accurately measure ad effectiveness," Mr. Beard said.
It can do that by giving advertisers the tools to optimize campaigns themselves, or through its technology to automatically optimize campaigns as they happen.
Collective will offer a hybrid of sorts, allowing users to work with the company to optimize campaigns.
Crowd Factory's social marketing applications allows marketers to amplify and optimize campaigns, and view social-analytics and interactions.
Adelphic's Predictive Data Platform can be sold to advertisers and publishers to help them optimize campaigns.
Being able to give estimates on an individual basis allows advertisers to better optimize campaigns to find the content that will perform best during a campaign.
The startup's on-demand platform lets retailers dynamically create product ads and manage, analyze and optimize campaigns in real time.
The company says it will continue to optimize campaigns and provide reports for existing customers, but it won't be creating new campaigns: "We recommend working with an alternative Facebook PMD for new campaigns going forward".
The startup markets tools that allow publishers and brands to manage ad inventory across social web platforms, optimize campaigns through audience analysis and targeting, as well as gain 'social intelligence' about the performance of those campaigns through detailed analytics.
Instead, it's just providing the technology to digital ad companies and agencies, allowing them create personalized ads and optimize campaigns based on which variations are proving most effective.
