Under the Hood: aiMatch

April 26, 2011 | By Carla Rover

Jeff Wood, a former vp of publisher sales at Microsoft, believes the market needs another advertising platform — and he might be right.

“Incorrect data is costly, and incomplete data can be just as damaging,” said Wood, CEO of aiMatch. “We knew publishers needed a holistic approach to managing yield across all of their sales channels. We tried to solve this problem when I was at Microsoft by buying companies. But we kept running into the same problem: It’s really hard to merge data from disparate systems.”

That effort draws brands into the realm of multichannel attribution, a process that is often rife with inaccuracies and imprecision that can alternately harness or jettison the productivity of actionable consumer insights. The remedy is a system of data-monitoring standards and the use of a platform that can handle big data while offering granular insights. AiMatch offers a sound option with a user-friendly dashboard system that permits a quick view of sales, data and ad campaigns without unnecessary technical complications and solid level of transparency.

AiMatch has a growing client list and product suite which incorporates sales, CRM, simulation-based forecasting, an ad server, and business intelligence. AiMatch’s ad server allows for live creative testing and handles display, mobile and video with real-time audience data and ad optimization.

The platform also makes retargeting easier by identifying targeted sold campaigns as opposed to only “run-of” sold campaigns. AiMatch’s Flight Simulation tool allows for the testing of yield optimization scenarios and side-by-side comparisons of proposed strategy changes.

Although the industry is flush with new ad exchanges, DSPs and DMPs with ever-evolving product suites, aiMatch’s package offers a good solution for publishers and brands. The platform’s challenge will be to compete technically within a crowded field of well-known competitors offering scalable all-in-one packages that blur the lines between data management, branding and sales.

https://digiday.com/?p=5932

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