Ve acquires adGENIE to mashup better advertising

It is fascinating to watch one of the cloud’s most powerful capabilities in operation, and see where the thinking of business people take the possibilities. This is the ability to mashup different applications or services together to build bigger, more comprehensive services that target the specific needs of a market sector.

One of the latest comes in the advertising and marketing arena – a sector that is easy to see as just so much flim-flam and fripperies but which, in practice, can be the making or breaking of a product, or indeed a complete business.

This is the acquisition of adGENIE, Europe’s first dynamic prospecting and retargeting advertising solution provider, by Ve Interactive, a provider of conversion solutions for the e-commerce industry. The pair see the combination of Ve’s criteria-filtering with adGENIE’s solutions providing clients with a richer, more comprehensive toolset to help manage the ever-more complex world of media buying.

They claim that clients can expect both a greater Return on Investment, and the benefits of Ve’s international infrastructure, in-house design team, the VeLabs development division, the dedicated R&D department, and its account management team.

Integration of the adGENIE solutions into the VePlatform will now augment Ve’s cross channel capabilities to include ad delivery, dynamic prospecting and retargeting. The VePlatform already houses a portfolio of re-engagement apps that drive incremental growth by reducing bounce rate, increasing customer engagement and minimising website abandonment.

The adGENIE solution is built on the development of two complementary dynamic advertising solutions, adGENIE Retargeting and adGENIE Pre-targeting. These are applied to tracking billions of transactions daily, and the company’s comprehensive data set provides unparalleled insights into customer activity, with each app delivering highly-targeted content to customers based on their purchasing activity and profile.

Both systems deliver precisely targeted adverts to prospective customers based on a range of behavioural, contextual and demographic data. Click rates are up to 10x greater than normal banner ads or Google AdWords. The dynamic nature of the technology ensures that consumers are not exposed to irrelevant ads, ensuring maximum ROI for website owners.

“This integration will provide our clients with a consolidated dashboard view of these complementary disciplines,” said David J. Brown Co Founder & CEO of Ve. “The resulting insight into customer journeys will be unparalleled, enabling digital marketers to do their job far more effectively and efficiently.”

The expanded Ve offering will now be extended across Ve’s 3,500 global client base and the new, unique view of amalgamated purchase-intent data generated is anticipated to transform the digital marketing industry.

“Going forward, e-commerce sites will, for the first time, have access to valuable insight on a single platform, that will help them identify new strategic areas of opportunity within both disciplines of advertising and optimisation,” Brown added.