Sapient has announced that it will make its BridgeTrack server available as a standalone product.
BridgeTrack – which was initially developed and refined exclusively for Sapient's Interactive Practice - is now immediately available to traditional and interactive advertising agencies as well as in-house media buyers and marketers.
Demand for the BridgeTrack platform has grown significantly in the wake of recent industry consolidation and acquisitions, according to Sapient Chief Creative Officer Gaston Legorburu.
“Advertising agencies, marketers and publishers are concerned about the wave of proposed deals involving Microsoft - aQuantive, Google - Double Click and others. Advertisers and marketers who use ad servers from Double Click and aQuantive to measure the impact of different types of media -- including Google search and MSN -- are worried about loss of objectivity and conflict of interest. Publishers in direct competition with Google are reluctant to embrace Double Click's tools for fear of sharing sensitive information with ‘the enemy.'”
These industry developments have accelerated the expected demand for an independent online advertising platform supported by integrated tools and services, according to Legorburu. “With years of planning and award-winning execution behind us, BridgeTrack is now widely available at the right time – when clients need it more than ever. This reinforces our position that advanced technology and analytics are required to deliver personalized brand experiences and measurable ROI-driven online marketing campaigns in an increasingly multi-channel, multi-device world.”
Sapient clients – including leading brands Motorola and Celebrity Cruises -- have dramatically improved the effectiveness of their online marketing campaigns with BridgeTrack.
“BridgeTrack delivers actionable, real-time data – allowing advertisers and marketers to make immediate changes and improvements during the earliest phases of their campaigns,” said Legorburu. “This sets it apart from other ad servers that merely provide delayed information. In addition, BridgeTrack provides meaningful data on target markets, buyers and their purchasing trends throughout the entire campaign lifecycle that can be leveraged for other marketing initiatives.”
Sapient hosts its proprietary BridgeTrack platform and delivers it as a service to clients to help them drive customer acquisition and retention rates while growing revenue per customer more effectively. Currently, BridgeTrack is the only integrated marketing platform that enables real-time reporting and optimization across multiple media channels, including email, display advertising and search. This allows clients to measure the effectiveness of an online campaign in real time to recalibrate and improve results immediately.
“We are excited to make BridgeTrack widely available to advertisers and publishers who want a proven alternative to existing ad servers,” said Legorburu. “We have several exciting new features in development – including a new universal content optimization engine that will allow clients to change content in real time across multiple media channels with just one click.”
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