CEO Gal Trifon discussed his company’s new name and direction as Eyeblaster changes to MediaMind and focuses on data-driven, media buying solutions.
AdExchanger.com: Where does MediaMind fit within the company’s product set? Do you expect it to be the focus for revenue generation for the company? Or is this just a re-brand and all of Eyeblaster’s products essentially get folded into this platform?
GT: MediaMind is the gateway to our full suite of digital marketing solutions, including ad serving, search, rich media, dynamic ads and other capabilities. All these solutions benefit from an integrated advertising stack that includes management, analytics, attribution and optimization. Hundreds of advertisers already use the platform as a primary ad serving and campaign management platform, instead of products like Google’s Doubleclick DFA. But the scope is much broader, and involves a cross channel buy-side solution for optimized media and creative.
What’s the target market for MediaMind?
MediaMind’s target customer is an agency or advertiser looking to maximize their opportunity and partner with a one-stop-shop digital marketing platform that is marketer focused and inventory-neutral. We have a great constituency within the advertiser and agency community globally. Our neutral position is also a benefit for publishers, as it enables friction-free partnerships with innovative inventory suppliers.
Since 1999 Eyeblaster has stood for innovation in consumer experiences, whether by new rich media formats or cutting edge interactive capabilities. We remain committed to this space, and the Eyeblaster trademark will remain and provide rich media service for our clients. However with everything we’ve been doing with MediaMind to push the boundaries of media optimization, customers have told us that we’ve exceeded the scope of the brand. And since everything we do nowadays has to do with the platform and the broader vision (including our ongoing rich media solutions), this brand change made a lot of sense.
Is MediaMind a demand-side platform (DSP)? How will MediaMind differentiate from other platforms in the space?
Traded media is growing in importance to our customers. However, even our most progressive users foresee traded media as a portion of a greater scheme that involves premium media, search, social and emerging media. And in this greater scheme, marketers need smart data mobilization. They need streamlined management and analytics, as well as integrated creative optimization. Thousands of agencies use our solutions worldwide. Most of these planners and account managers understand the importance of traded media, but they have no way of introducing it into the mix because of this lack of integration. This is where MediaMind will differ. We have a strategy and solution to simplify the whole process.
Eyeblaster, Eyewonder. MediaMind, MediaMath. Is this coincidence?
It’s a coincidence in the sense that over 91,000 companies in Yahoo’s company directory have Media in their name. We’re excited about MediaMind because it represents intelligent advertising, something that we see as a theme in our research and development as well as client service.
Please discuss your cross-channel attribution solution. How does it work? Does it address digital and traditional channels or digital only?
Our cross channel attribution approach consists of three elements:
- universal tag solution that collects conversion across different digital channels
- user level data warehouse that retains a cross channel path to conversion
- flexible attribution logic ranging from existing tools and reports to custom integrated solutions. Flexibility is important since we don’t believe a single vendor can necessarily determine attribution logic for all situations.
We’ve also introduced visibility tracking so marketers know which ads come into sight, not just delivered within a browser.
How does MediaMind help with campaign insights for the marketer?
There are a number of challenges marketers face trying to gain insights from the piles of digital campaign data.
- cryptic metrics: the old metrics of CTR or interaction rate are unclear. In this space, for example, we’ve introduced Dwell metrics, which represents time-spent on ad, and have worked with companies like Microsoft and ComScore to validate its business impact. On reach/eGRP, we’ve implemented the IAB’s Audience Reach Measurement Guidelines, again to offer reliable assessment of campaign reach.
- access: critical data needed for campaign performance is often hard to detect or not accessible. We offer the industry’s only real-time monitoring tool to address this issue, so marketers can optimize their campaigns on the spot, before their budget is spent inefficiently.
- cross platform: MediaMind collects and reports data from multiple channels, whether or not our ad server is used for banner delivery or keyword bidding.
- a great portion of our campaigns feed data to or extract data from an external system so that data can move around, placed in context and acted upon.
What is the status of the IPO? How might funds from the IPO affect
the company’s strategic direction?
At this time, we cannot comment on the IPO.
Are you concerned about Google’s recent acquisition of Invite Media and the competitive pressure it puts on Eyeblaster and its MediaMind platform?
We are not directly affected by the Invite deal, but it has certainly generated a lot of interest in the issue of inventory-neutrality and transparency. We are extremely focused on an inventory-neutral platform for the buy side.