Marketing analytics company Survata has a new name, Upwave, and has announced the integration of its ad server with Google Campaign Manager.
The firm was launched in San Francisco eight years ago as a DIY online consumer survey specialist, and has morphed gradually into a provider of marketing measurement technology, tracking and analysing billions of CTV, digital and linear ad impressions every month and combining them with tens of billions of data points fed into it through partner companies. Last month it launched an enhanced suite of CTV measurement capabilities, including new Targeting Verification technology and an expansion of its Digital Network.
Until now, campaign metadata such as creative IDs, placement IDs and publisher IDs required manual input to feed the company's machine learning models, but an ad server API integration, initially linking with industry leader Google Campaign Manager and available immediately to clients, will now automate this. The result will be time saving, but also 'larger, cleaner and real-time' campaign datasets for Upwave's predictive analytics engine.
CEO Chris Kelly comments: 'As Upwave evolves into a broader marketing analytics company, this is the first of many steps we will take to use software to automate analytics for brand marketers. The past is campaign analytics in Excel and PowerPoint; the future is automated campaigns driven by machine learning'.
Web site: www.upwave.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.