When Intent and Content Align, Online Ads Suck a Whole Lot Less - Page 2
Not surprisingly, marketers are responding to DataPop’s ability to significantly enhance the ROI of their online campaigns. In just one year since launching its Creative Science platform, DataPop optimizes in excess of $100 million of its clients’ aggregate advertising spend. The company has scaled so quickly because its platform uses vast natural language algorithms to match intent with the appropriate content. This results in ads which consumers are motivated to click on, while freeing marketers to orchestrate strategic campaigns without obsessing on tactical minutia.
Tim Cadogan, chief executive officer at OpenX and a marketing technology veteran, shared the following observation, “Over the past 15 years, I've seen a number of disruptive innovations in digital advertising technology, including both the creation of paid search and the evolution of the real-time display space. DataPop's new approach to create highly relevant ads at scale is truly innovative and is a major step forward. It's going to be exciting to watch the company's continued rapid progress.”
According to industry veteran Mike Margolin, VP of Interactive Marketing at RPA, whose clients include Honda, Acura and La-Z-Boy: “The insights we glean from (DataPop’s) creative optimization platform help us deliver ads with higher relevance, driving greater ROI for our clients. And since we are fully integrated across all marketing channels, the insights are enabling stronger execution for creative optimization across several ad formats and channels.”
Despite its leadership position, DataPop is not alone in its lucrative pursuit of matching content with intent. For instance, Tumri and Teracent (acquired by Google) are both doing interesting things with respect to matching images with display ad copy. However, their solutions do not appear to be as robust as DataPop’s, since many of their ads only approximate a user’s intent. Another promising company in this space is SteelHouse. It has developed a service akin to DataPop’s, focused primarily on dynamically increasing the relevancy of website content.
Although we are clearly still in the early innings of the Internet marketing game, DataPop, in concert with a number of other innovative adtech startups, is advancing the state of online ads by customizing them to reflect perceived user intent. This results in more effective ads with greater reach, deeper customer engagement and significantly better ROI. Any platform that makes ads suck less is welcomed by both Internet users and online marketers alike.
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