Press Release Summary:
Intended for advertisers and agencies, AMP v2.0 provides audience targeting and inventory management tools to optimize display ads across multiple ad networks and publishers. Program allows advertisers to evaluate performance across different audiences by demographic, geographic, behavioral, or contextual segments. By moving beyond impressions, clicks, and conversions into branding and engagement metrics, AMP v2.0 delivers deep view into how campaign is performing.
Original Press Release:
Collective Media Announces AMP(TM) 2.0
Leading Targeting and Management Platform for Branded Publisher Ad Networks Now Available for Agencies and Advertisers
NEW YORK, Sept. 22 /-- Leading online ad network and technology provider, Collective Media, today unveiled the second generation of its AMP(TM) platform: AMP 2.0. The first generation of AMP, launched in March 2008, provided online publishers with an ad network management solution to create their own branded, vertical ad networks. AMP 2.0 now further extends these capabilities to advertisers and agencies - providing them with new audience targeting and inventory management tools to better optimize display ads across multiple ad networks and publishers.
"Advertisers and their agency partners face growing challenges in managing the array of ad network and publisher relationships involved in today's online campaigns," said Joe Apprendi, CEO of Collective Media. "By leveraging a powerful technology platform like AMP, these emerging buy-side ad networks can control audience duplication, monitor content categorization and get a comprehensive view of ad targeting and effectiveness metrics from one straightforward dashboard. While this is transformative in itself, the beauty of AMP is that the data is not only enlightening, but 100% actionable."
AMP 2.0 allows advertisers to evaluate ad performance across different audiences by demographic, geographic, behavioral or contextual segments, no matter where an ad runs. This allows them to easily compare ad inventory and impression value across an entire media buy, as well as to better plan and optimize buys on the front end.
AMP 2.0 works with all top ad servers, including Atlas, DART and others. Yet it also offers a deeper view into how a campaign is performing, by moving beyond such core measures as impressions, clicks and conversions into branding and engagement metrics. Agencies and advertisers can better understand how a potential customer is viewing and engaging with a brand by accessing interaction time and rate metrics.
AMP 2.0 includes Personifi, Collective Media's proprietary audience targeting system, giving advertisers and agencies the flexibility to store, define and manage their own audience targeting data - contextual, behavioral and retargeting.
"AMP has served as a smart, customizable solution for publishers to create, manage and optimize their sell-side ad networks," said Apprendi. "Our intention in extending the offer to advertiser and agencies is to put that same flexibility, power and centralized management into their hands. This turn-key solution, along with a complete suite of ad operations services, will help advertisers achieve greater control over and success in their campaigns."
About Collective Media
Collective Media's media and technology solutions serve online publishers, agencies and advertisers. Collective's product suite includes the Collective Network(TM), the largest premium display advertising network, AMP(TM), its proprietary ad network management platform and Personifi, the leading semantic content classification and audience targeting application. Founded in 2005, Collective Media is headquartered in New York City with offices in Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco. Visit Collective Media at www.collective-media.com.