an ad system module called Campaign Manager, designed to streamline the
execution of buys and trafficking of Web advertising campaigns.
The product is the latest component of the AdKnowledge System, which includes
four modules that cover planning, campaign management, ad placement and
tracking, and reporting and analysis. Campaign Manager creates and manages
insertion orders and handles trafficking, the firm reported.
Planner, AdKnowledge’s pre-buy and planning module, is designed to help
agencies make informed media decisions. In addition to syndicated research
from MRI and Simmons, Planner integrates an extensive amount of research data
supplied by third-party partners including Media Metrix, SRI and NetGuide. And
with this release, NetRatings’ target audience demographics are also included.
SmartBanner is the company’s technology to automate the placement and tracking
of Web advertising campaigns. And its Reporter module is made to offer customized
reports both during and after campaigns.
“The marketplace has been demanding a single solution for the disparate, often
complex processes of planning, buying, trafficking, ad serving and reporting,”
said Karen Franco, director of product management at AdKnowledge. “Now, with
Campaign Manager, the AdKnowledge System unifies these processes into one
easy-to-use system for greater control, better efficiency, more effective ad
spending and more profitable Web
The new Campaign Manager includes buy worksheets, which include data from
Planner. Agencies can send RFPs to any number of sites with just a keystroke. Insertion
order creation and management features enable agencies to keep track of all
insertion orders as well as providing the necessary paperwork to conduct
business with Web sites.
The AdKnowledge System is available on an annual subscription basis. The
System is Web-based, so there is no hardware or software to buy or maintain, the company said.
Billing is based on percentage tiers that correlate to agencies’ monthly
advertising billing volume.