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Deal Integrates Fractional Attribution With Comprehensive Ad Serving Stack That Includes Cookieless Tracking, Advanced Viewability and Programmatic Creative
LONDON, UNITED KINGDOM--(Marketwired - Jan 13, 2016) - Flashtalking, the leading global independent ad server, earlier announced its acquisition of Encore, long-time pioneer in cross-channel, fractional attribution technology. A complete integration of the Encore Ensemble Attribution™ engine empowers advertisers to move beyond last-touch measurement models to optimise every consumer engagement in the conversion path across paid, earned and owned media.
The Encore acquisition solidifies Flashtalking's independent position outside the media buying process. Its fully integrated campaign management platform sits squarely on the side of the advertiser, re-establishing the ad server as the unbiased, single source of truth that arms advertisers with unified data and meaningful measurement across audience engagements, formats, channels and devices.
"As the world's leading independent ad serving platform, the added benefit of algorithmic attribution now joins the stack with enhanced viewability, cookieless tracking, and the most powerful programmatic creative technology available," said Flashtalking CEO John Nardone. "This allows Flashtalking to be completely on the side of the advertiser, free to act as an independent, dispassionate auditor and optimiser of media performance and inventory quality."
The Encore attribution engine stands on several highly desired advertiser benefits, casting aside the longstanding limitations of last touch attribution. The Ensemble modeling approach tests and validates numerous models to remove the guesswork from fractional attribution. In addition to brands and their agencies now having access to completely unbiased insights and recommendations across every single channel in the integrated mix, they now will enjoy:
The buy side has embraced the acquisition, given the spectrum of benefits now at their disposal. As quoted in AdExchanger, "This is a great move for Flashtalking into the attribution space, as having an independent ad server provide insights across multi-channel campaigns allows us to improve media buying across our client base," said Niall Skinner, Head of Advertising Operations, Havas Media Group.
The company is committed to solutions that put the advertiser first. "By incorporating algorithmic attribution, Flashtalking is the first to deliver everything advertisers need as an integrated stack, removing the operational friction and prohibitive costs that have prevented many advertisers from evolving beyond last touch," said Steve Latham, Founder and CEO of Encore Metrics. "With our shared values, Flashtalking is clearly the best home for Encore. It's a well-managed company with a clear vision, the ability to execute and strong growth momentum in the market. We are excited about joining a great team and playing a critical role in delivering a comprehensive ad tech solution for serving, measuring and optimising media across platforms, devices, channels and creative."
Flashtalking arms the world's best advertisers and their agencies with the same data-driven precision, measurability, and control over their advertising messages as they've come to depend on for their audience targeting and programmatic media buying. Our programmatic creative technology delivers the art and science behind the perfect message. We have evolved the ad server to be the single point of truth for advertisers, living at the digital crossroads where data activation, intelligent ad units, and unbiased measurement intersects with expertise, service, and a deep partner ecosystem. From our media agnostic platform advertisers can deliver the most arresting advertising messages in HTML5 across standard, rich, video, and DCO formats, on any device and in any channel. Born in the U.K., headquartered in New York, Flashtalking spans the globe with offices in San Francisco, Los Angeles, Chicago, London, Leeds, Cologne, Amsterdam, and Sydney. For more information, visit www.flashtalking.com.