SAS launches next-generation ad delivery solution for publishers
SAS® Intelligent Advertising for Publishers improves communication, workflow; provides consistent access to data and intelligence enterprisewide
CARY, NC (14. Mai 2012) – With digital advertising expanding and evolving rapidly, ad publishers are finding that current methods for managing and selling ad inventory aren't keeping pace. Publishers have been juggling multiple tools to manage targeting, market research, inventory analysis, workflow, sales performance and more. SAS® Intelligent Advertising for Publishers is the antidote to this piecemeal approach. SAS, a leader in business intelligence and integrated marketing management, now provides a unified solution for managing workflow, from RFP, proposal and targeting, to flight. A consistent interface for both sales and ad operations streamlines communication between the two, so each can perform more efficiently.
Janet Ryan, Head of Sales at Live365.com, the world's largest internet radio network, undertook a rigorous selection process before choosing SAS Intelligent Advertising for Publishers to replace legacy ad servers. "Standard ad servers no longer supply what's required to profit from selling advertising," said Ryan. "SAS goes beyond the industry standard, enabling us to optimize revenue from advertisers."
SAS Intelligent Advertising for Publishers includes the Exchange Manager module that helps publishers understand which inventory is the most valuable to exchanges, and how to allocate it intelligently so no revenue is sacrificed. With Exchange Manager publishers can set floor prices on categories of inventory and accept bids for premium inventory only when certain floors are met. The ability to set floors and cascade different overall price-points for inventory allows publishers to control pricing and yield. SAS Intelligent Advertising for Publishers provides an in-depth understanding of which products and audiences generate the most revenue through different sales channels, and an overall picture of directly negotiated sales yield and partner channel sales yield. This data provides rich insights into how best to package future inventory.
Other modules in SAS Intelligent Advertising for Publishers include:
Data Management – Integrating third-party providers and common ad-delivery engines often creates data leakage and technical problems. SAS Intelligent Advertising for Publishers avoids issues by storing sales and delivery data in one place, accessed through a single interface. Ad servers log ad request data on every impression, store user behavior sessions across all properties, and log data correlation to create accurate forecasts. SAS Intelligent Advertising for Publishers also incorporates historical data for better insight into businesses and audiences.
Simulation-Based Forecasting – SAS Intelligent Advertising for Publishers links forecasting and fulfillment, providing decision and delivery systems an accurate availability picture that includes all product packaging and delivery rules. Publishers know both what they have to sell and that they can actually fulfill it.
Ad Server with Optimization – Only insights that can be acted upon translate into revenue. SAS' flexible and scalable decision engine prioritizes and optimizes competing business models to assign delivery rules that best match customers' needs. Advanced delivery options empower companies to act immediately on decisions.
Reporting – Dashboards help publishers monitor sales performance and rate-card adherence. Detailed views identify revenue trends by product, salesperson and advertiser.
Data Visualization – SAS Intelligent Advertising for Publishers delivers intelligence on campaign delivery, inventory availability or placement, historical performance or products with simple and elegant imagery. SAS data visualization tools help individuals see and comprehend data in an illustrative, easy-to-understand way.
"The digital advertising industry is at a crossroads," said Wilson Raj, Global Customer Intelligence Director at SAS. "Brands, ad buyers and publishers are demanding more accountability, effectiveness and flexibility in their placements. Today's publishers have massive amounts of data. SAS Intelligent Advertising for Publishers makes the data accessible, turns the data into insight and gives users a simple way to take action on what they learn. With advanced analytics ad publishers can now manage inventory in real-time, serve up ads in an automated fashion and provide unparalleled audience targeting."