Adgregate Markets announced a new partnership with rich media advertising provider, PointRoll, which will embed Adgregate’s Shop Ads e-commerce technology within PointRoll ads. Read the release.
Adgregate Markets CEO Henry Wong discussed the partnership and its attribution capabilities.
How does the integration work of Adgregate Markets technology into PointRoll technology?
Adgregate’s suite of APIs and code libraries provides seamless integration with Pointroll’s AdPortal to allow the creation of distributed commerce-enabled rich media ads. Pointroll’s entire rich media solution suite now has the ability bring in Adgregate’s proprietary ecommerce capabilities in a rapid manner in both online and mobile rich media ads.
Can we expect more of these kinds of deals where rich media providers like PointRoll look to Adgregate Markets for eCommerce functionality in their media?
Absolutely. We are already partnered with the top 4 rich media ad vendors, including Doubleclick, Eyewonder, Eyeblaster, and now Pointroll too. We believe any rich media provider, from social apps to rich media ads, could benefit from Adgregate’s secure, turnkey distributed commerce functionality.
How is the revenue opportunity structured between the two companies?
As with all our preferred partners, Pointroll is on a special pricing structure that allows them to bring a competitively priced distributed commerce solution to their clients. The pricing structure is geared to meet the needs of individual clients and their programs and is priced on a CPM basis.
How is attribution being managed for the client? Does Adgregate Markets or PointRoll help?
Previously, rich media ads could not track and report on consumer behavior within the
walled garden of a retailer’s secure catalog and shopping cart. Now, through Adgregate’s ShopAds, advertisers for the first time can replicate the entire secure shopping experience within a portable ad unit; allowing safe and reliable transmission of data between advertisers and partners. These new conversion metrics ‘kick in’ where purchase intent metrics have traditionally left off, all within the secure catalog or cart.
Through this partnership, the new set of rich data available to advertisers includes secure product catalog and cart interactions, dwell times and rates, add-to-cart and abandonment rates, and actual sales conversions. This combined data allows marketers to understand what causes purchase intent and the triggers required for purchase conversion.
By John Ebbert
