The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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“You enter a URL, like for your category page or a competitor’s product page, and it crawls that page, analyzing all the links on that page to tell you which are optimized for smartphones,” Klais explains. “If you do this type of research on your own, you have to have all kinds of devices and people manually entering pages. That’s part of the reason people haven’t gone through this exercise. It’s not scalable and it has to be done manually. The Mobile Site Analyzer saves a lot of time and makes it easy to analyze your site and sites of competitors.”