PointRoll Unveils AdControl Tool
AdControl measures rich media metrics including interaction rate, brand time, and click-through, aggregating results by individual creative and delivery variables. This capability is designed to allow more robust testing and optimization, as the technology will identify each ad version created and evaluate its performance as a single unit and against other versions, or as part of an entire campaign.
AdControl attempts to gives control and flexibility to marketers and improves efficiency and performance, by allowing advertisers and agencies to optimize their spend and generate ROI by delivering the creative combination with the greatest return, all within one interface.
"In our experience serving more than 200 billion rich media ads, we've come to understand the challenges creative and media agencies face in producing, trafficking and measuring the performance of multiple ad versions within a campaign," said Deann Harvey, SVP of sales at PointRoll.--Gavin O'Malley