Dirk Freytag, CEO of ADTECH, explaining the impetus behind the creation of the Analytics product said, "The need for information and customized reporting for online advertising has risen dramatically in recent months. ADTECH is one of the first providers worldwide to launch an analysis product. It demonstrates the transformation of our technology from an ad server to an advanced business intelligence tool."
During a six-month test phase, ADTECH collaborated with six customers, globally. International ad network Hi-media was one of the first ADTECH customers to have the chance to extensively test the new product.
Frank Erdmann, Hi-media’s international head of Ad Operations, talks about Hi-media’s experience with the product: “The ADTECH Analytics solution provides us with new options for measurement and reporting. The graphic representations, models etc., enable us to gain more insight into our existing data. Subsequently we are able to significantly increase the efficiency of our daily ad operations.”
Freytag says, “We’ve invested heavily in this solution to make sure that we got it right – the result is an intelligent analysis tool which looks beyond the results of a single online ad campaign and shows detailed reports, views and long-term trends. It’s exactly what our customers and the market are asking for.”
ADTECH Analytics marks the launch of a suite of such products for ADTECH. Erhard Neumann, COO and product director at ADTECH, looks ahead to the future: "Our next step will be to offer simulations and forecasts. The effectiveness of digital campaigns can be easily assessed and decisions on the level of Cost per Transactions (CPTs) can be played through, based on alternative scenarios. We’re moving past the original image of an ad serving provider. The feedback from our trade show appearances and test customers is very good. They appreciate that we are giving them new ways to learn more from their data.”
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