Some retailers launched online deals well in advance of Thanksgiving, Black Friday and Cyber Monday.
The technology enables retailers to tweak their search and display ad campaigns.
Adometry Inc. has begun testing with its retailer clients a tool designed to enable them to track from a single dashboard the health of their display and search advertising campaigns.
New additions to the Adometry Ad Analytics SaaS Solution Suite can automatically recommend to retailers how they should tweak their web advertising campaigns based on such metrics as conversion rates and return on advertising spend. No retailers are yet using the technology, the company says.
“Our platform makes specific campaign recommendations to help improve overall campaign performance,” says Paul Pellman, Adometry’s CEO. “By summarizing all these campaign recommendations up to the display versus search channel level, our platform also provides insight into the optimal media mix allocation of display versus search spend.”
The tool’s release comes amid the spread of other e-commerce technology designed to take more of the manual labor out of web advertising, including search marketing and optimization. Online pet supplies retailer Drs. Foster and Smith, for instance, has enjoyed conversion boosts from software that automates its paid search marketing campaigns. The online retailer is No. 115 in the Internet Retailer Top 500 Guide.
Adometry will charge for the tool based on the CPM model, or cost per thousand of impressions. Charges vary based on volume, but can be as low as 3 to 5 cents per thousand impressions, Pellman says.
Fraud prevention services firm Click Forensics Inc. last year bought Adometry and took its name.