adMarketplace is a platform fueled by performance data and built for advertisers to access search channels outside of the major engines. Data-sharing is crucial to the success of any campaign, and can come in many fashions: dynamic variable pass-back (keyword, source, etc), engagement metrics by referrer URL, ranking top revenue sources. But the ideal, most accurate way to track and share data with our platform is by implementing the adMarketplace tracking pixel.
If you're not familiar with pixel placement, it is a transparent image placed on the "Thank You" page of your client's offer to record a full conversion. The success rate for clients using this tracking method is staggering. Roughly 85% of advertisers who provide sufficient, relevant performance data via pixel increase their budgets since our analysts and technology are able to more readily pinpoint efficient sources and keywords.
In addition to tracking via pixel, we work with many bid/analytics platforms, including but not limited to Kenshoo, Atlas, Omniture and Google Analytics.
adMarketplace should be viewed as an extension of your search strategy. By re-allocating 10-20% of incremental spend from Google to adMarketplace, advertisers extend their ROI instead of being forced to bid on terms that are low volume and not profitable. Advertisers are unable to access our search channels when they are only on Google, and this is an easy way to increase visibility and therefore profitability.
So talk to your Account Manager about placing a pixel; it's the best way to take advantage of all adMarketplace has, and very soon will have, to offer.