{"id":1591,"date":"2017-12-12T11:55:00","date_gmt":"2017-12-12T10:55:00","guid":{"rendered":"https:\/\/sensemakers.it\/?p=1591"},"modified":"2026-02-12T12:02:29","modified_gmt":"2026-02-12T11:02:29","slug":"monitoring-di-campagne-e-strategie","status":"publish","type":"post","link":"https:\/\/sensemakers.it\/news\/monitoring-di-campagne-e-strategie\/","title":{"rendered":"Monitoring di campagne e strategie"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

La meticolosit\u00e0 non \u00e8 mai abbastanza quando in ballo ci sono gli investimenti che fanno le fortune delle aziende. Le misurazioni sono lo strumento per valutare l\u2019efficacia di una campagna pubblicitaria online, ma non sempre bastano. Per questo motivo alcune aziende si sono predisposte di piattaforme in grado di analizzare l\u2019attivit\u00e0 pubblicitaria digitale dei publisher per estrarne report utili a studiare le azioni proprie e dei competitor. L\u2019esempio \u00e8 AdClarity di Biscience, capace di monitorare l\u2019attivit\u00e0 digitale di piu\u2019 di 500.000 advertiser, visitando giornalmente circa 300.000 publisher in oltre 20 country e raccogliere i dati dei principali player del mercato distinguendo informazioni su mediatori coinvolti, creativit\u00e0 utilizzate e campagne lanciate. Una soluzione, quella dell\u2019azienda israeliana, che Sensemakers ha reso disponibile in Italia lo scorso giugno e che Alessandra Balice, senior business development executive, ha spiegato a DailyNet durante lo scorso IAB Forum. <\/p>\n\n\n\n

Qual \u00e8 lo scopo di AdClarity?<\/strong><\/h2>\n\n\n\n

Il nostro obiettivo \u00e8 rendere trasparenti e facilmente analizzabili le strategie di marketing in un mercato che incontra alcune difficolt\u00e0 su questi punti. I dati vengono forniti attraverso una dashboard evoluta capace di restituire un\u2019ampia panoramica sul mercato arrivando anche a stimare impression e investimenti.<\/p>\n\n\n\n

Come avviene l\u2019analisi delle campagne?<\/strong><\/h2>\n\n\n\n

Analizziamo le attivit\u00e0 pubblicitarie sui siti attraverso modelli statistici avanzati, motori di analisi semantica e crawler in grado di dire in quale slot sono apparse le creativit\u00e0 di qualunque tipo: da banner a video, da rich text a file html, e cos\u00ec via. Tutto con la massima granularit\u00e0 e scalabilit\u00e0. Riusciamo a monitorare sia mobile sia desktop, \u00e8 gi\u00e0 disponibile anche Youtube e stiamo lavorando anche al monitoring in-app. Le informazioni che raccogliamo riguardano editori, brand, mediatori, campagne, creativit\u00e0 e landing page. Teniamo molto in conto i feedback che provengono dai nostri clienti e dagli attori del mercato per evolvere il prodotto e per focalizzare l\u2019attenzione della piattaforma all\u2019interno delle differenti country.<\/p>\n\n\n\n

Qual \u00e8 il valore aggiunto che restituite ai vostri clienti?<\/strong><\/h2>\n\n\n\n

Aiutiamo gli advertiser e le media agency ad allocare budget sulle strategie degli stessi brand e dei clienti dei centri media, e diamo la possibilit\u00e0 di colmare il gap tra brand ed editori che nel programmatic sono separati di un percorso nebuloso, andando a dare informazioni sugli investimenti e sui mediatori coinvolti. Il programmatic serving occupa circa il 70% de vari step tra advertiser e publisher, e pu\u00f2 essere molto utile sapere cosa succede all\u2019interno di questo processo. Gli editori sono invece principalmente interessati a ricevere alert tempestivi su nuove campagne lanciate su siti competitor in particolare per i formati ad alto impatto e venduti in modalit\u00e0 tradizionale o programmatic direct.<\/p>\n\n\n\n

Che ruolo ricopre l\u2019Italia tra le country in cui operate?<\/strong><\/h2>\n\n\n\n

L\u2019Italia \u00e8 uno dei nostri paesi di punta ed \u00e8 una delle nostre country pilota insieme a India, Stati Uniti, Francia e Inghilterra quando lanciamo nuove funzionalit\u00e0. Per avere una idea della nostra capacit\u00e0 di analisi del mercato italiano ti posso citare qualche numero relativo agli ultimi sei mesi, in questo periodo abbiamo intercettato circa 700.000 campagne associate a 160.000 brand che hanno erogato piu\u2019 di 3 milioni di creativita\u2019 pubblicitarie diverse. Con Sensemakers abbiamo avviato una partnership strategica per potenziare ulteriormente la nostra presenza sul mercato nei prossimi anni.<\/p>\n\n\n\n

di Francesco Lattanzio<\/em><\/p>\n\n\n\n

360.com (5 dicembre 2017)
DailyNet (12 dicembre 2017)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

La meticolosit\u00e0 non \u00e8 mai abbastanza quando in ballo ci sono gli investimenti che fanno le fortune delle aziende. Le […]<\/p>\n","protected":false},"author":1,"featured_media":1592,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[6],"tags":[66],"class_list":["post-1591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-presentazioni","tag-adclarity"],"yoast_head":"\nAdClarity: Monitoring di campagne e strategie - 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