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Sapient announces new digital ad solution
Posted OnMay 24, 2007 by Ramdas S
Following seven years of development Sapient today announced
that it will make its BridgeTrack server available as a standalone
product. More information on BridgeTrack and feature set
can be found at http://www.bridgetrack.com.
BridgeTrack which was initially developed and refined exclusively for
Sapient's Interactive Practice -- is now immediately available to
traditional and interactive advertising agencies as well as in-house
media buyers and marketers.
Demand for the BridgeTrack platform has grown significantly in the wake
of recent industry consolidation and acquisitions, according to Sapient
Chief Creative Officer Gaston Legorburu.
"Advertising agencies, marketers and publishers are concerned about the
wave of proposed deals involving Microsoft - aQuantive, Google - Double
Click and others. Advertisers and marketers who use ad servers from
Double Click and aQuantive to measure the impact of different types of
media -- including Google search and MSN -- are worried about loss of
objectivity and conflict of interest. Publishers in direct competition
with Google are reluctant to embrace Double Click's tools for fear of
sharing sensitive information with 'the enemy.'"
These industry developments have accelerated the expected demand for an
independent online advertising platform supported by integrated tools
and services, according to Legorburu. "With years of planning and
award-winning execution behind us, BridgeTrack is now widely available
at the right time when clients need it more than ever. This
reinforces our position that advanced technology and analytics are
required to deliver personalized brand experiences and measurable
ROI-driven online marketing campaigns in an increasingly multi-channel,
multi-device world."
Sapient clients including leading brands Motorola and Celebrity
Cruises -- have dramatically improved the effectiveness of their online
marketing campaigns with BridgeTrack.
"BridgeTrack delivers actionable, real-time data ? allowing advertisers
and marketers to make immediate changes and improvements during the
earliest phases of their campaigns," said Legorburu. "This sets it
apart from other ad servers that merely provide delayed information. In
addition, BridgeTrack provides meaningful data on target markets, buyers
and their purchasing trends throughout the entire campaign lifecycle
that can be leveraged for other marketing initiatives."
Sapient hosts its proprietary BridgeTrack platform and delivers it as a
service to clients to help them drive customer acquisition and retention
rates while growing revenue per customer more effectively. Currently,
BridgeTrack is the only integrated marketing platform that enables
real-time reporting and optimization across multiple media channels,
including email, display advertising and search. This allows clients to
measure the effectiveness of an online campaign in real time to
recalibrate and improve results immediately.
"We are excited to make BridgeTrack widely available to advertisers and
publishers who want a proven alternative to existing ad servers," said
Legorburu. "We have several exciting new features in development ?
including a new universal content optimization engine that will allow
clients to change content in real time across multiple media channels
with just one click."
Sapient will continue to offer digital marketing services through its
Sapient Interactive unit.
that it will make its BridgeTrack server available as a standalone
product. More information on BridgeTrack and feature set
can be found at http://www.bridgetrack.com.
BridgeTrack which was initially developed and refined exclusively for
Sapient's Interactive Practice -- is now immediately available to
traditional and interactive advertising agencies as well as in-house
media buyers and marketers.
Demand for the BridgeTrack platform has grown significantly in the wake
of recent industry consolidation and acquisitions, according to Sapient
Chief Creative Officer Gaston Legorburu.
"Advertising agencies, marketers and publishers are concerned about the
wave of proposed deals involving Microsoft - aQuantive, Google - Double
Click and others. Advertisers and marketers who use ad servers from
Double Click and aQuantive to measure the impact of different types of
media -- including Google search and MSN -- are worried about loss of
objectivity and conflict of interest. Publishers in direct competition
with Google are reluctant to embrace Double Click's tools for fear of
sharing sensitive information with 'the enemy.'"
These industry developments have accelerated the expected demand for an
independent online advertising platform supported by integrated tools
and services, according to Legorburu. "With years of planning and
award-winning execution behind us, BridgeTrack is now widely available
at the right time when clients need it more than ever. This
reinforces our position that advanced technology and analytics are
required to deliver personalized brand experiences and measurable
ROI-driven online marketing campaigns in an increasingly multi-channel,
multi-device world."
Sapient clients including leading brands Motorola and Celebrity
Cruises -- have dramatically improved the effectiveness of their online
marketing campaigns with BridgeTrack.
"BridgeTrack delivers actionable, real-time data ? allowing advertisers
and marketers to make immediate changes and improvements during the
earliest phases of their campaigns," said Legorburu. "This sets it
apart from other ad servers that merely provide delayed information. In
addition, BridgeTrack provides meaningful data on target markets, buyers
and their purchasing trends throughout the entire campaign lifecycle
that can be leveraged for other marketing initiatives."
Sapient hosts its proprietary BridgeTrack platform and delivers it as a
service to clients to help them drive customer acquisition and retention
rates while growing revenue per customer more effectively. Currently,
BridgeTrack is the only integrated marketing platform that enables
real-time reporting and optimization across multiple media channels,
including email, display advertising and search. This allows clients to
measure the effectiveness of an online campaign in real time to
recalibrate and improve results immediately.
"We are excited to make BridgeTrack widely available to advertisers and
publishers who want a proven alternative to existing ad servers," said
Legorburu. "We have several exciting new features in development ?
including a new universal content optimization engine that will allow
clients to change content in real time across multiple media channels
with just one click."
Sapient will continue to offer digital marketing services through its
Sapient Interactive unit.