Advocado Launches 'Guac' Spot Attribution Platform

In the US, cross-media data specialist Advocado has launched an integrated data platform called Guac, to deliver spot attribution reports with context - such as in-market weather data and detailed search keyword insights.

Based in St Louis, MO, Advocado has developed technology which instantly integrates, analyzes and activates data to help clients target multi-screen campaigns. This tech uses signal data via patented watermark technology, natural language processing, automated content recognition and real-time weather data, to connect off-line and online audiences. Last year, the firm acquired Kantar's ad verification solution BVS (Broadcast Verification Services), allowing it to offer an integrated ad verification, attribution and campaign coordination platform, for tracking and measuring the impact of ads.

Guac (short for guacamole...) offers first-party ad occurrence detection and tracking, competitive ad occurrence detection, and web-based consumer engagement data. Features include automated as-run post log ingestion, directional spot attribution and paid search keyword insights. Avocado says it saves users days of effort and paints a more complete picture of the impact of their own and their competitors' advertising.

CEO and co-founder Brian Handrigan (pictured) comments: 'Our motto for Guac is more information, more automation, less wasted time. Essentially, we are providing a transparent platform that streamlines processing multiple layers of context, while also complementing existing data systems'.

Web site: www.myadvocado.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.