NetGravity launched NetGravity AdCenter for Agencies, an integrated, end-to-end online marketing service designed specifically for advertising agencies.
AdCenter for Agencies automates and manages the complete process of online advertising, including media planning and buying, trafficking, ad targeting and delivery, and detailed campaign performance analysis, NetGravity said.
The solution was developed with input provided by agencies and initial customers, Anderson & Lembke, Agency.com and Ogilvy & Mather.
“By working closely with leading advertising agencies, NetGravity has built the most comprehensive, agency-focused solution available. From the beginning of a campaign to the end, the service’s agency-centric capabilities maximize efficiency and provide agencies with the customer intelligence and control they need to optimize their clients’ campaigns,” said Rick Jackson, vice president of worldwide marketing and business development for NetGravity.
AdCenter for Agencies builds on NetGravity’s existing Internet marketing solutions, which are currently used by merchants, advertising agencies and Web publishers. The new Web-based service delivers a new interface that matches agency workflow for media planning, buying, targeting, ad trafficking, campaign management and enterprise-class, customizable analysis and reporting.
AdCenter for Agencies enables agencies to create detailed media plans directly in the solution and manage campaigns across multiple sites. Media planners can access third-party data sources for contact information, site research data, or their own knowledge base, to determine the appropriate match of sites to the campaign objectives.
The service also makes ad scheduling easier by providing agencies with a comprehensive database of publishers that accept third-party ads and their pre-approved ad banner size and type specifications.
NetGravity said the service automates each stage of the buying process, automatically sending agency RFP’s (request for proposals), insertion orders and notification of updates to publishers. Additionally, agencies can aggregate historical media purchases by advertisers and use this knowledge to negotiate volume CPM (cost per impression) rates. Customers can also access historical media performance data to optimize media buy criteria.
Customers will have direct access to NetGravity’s comprehensive Global Profile Service containing anonymous consumer profile information, including demographic profiles, purchase intention, and unique product and merchant affinity data.
AdCenter for Agencies will be available to flagship customers in March of 1999, and generally available in April of 1999, the company said.
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