Latham acknowledged that as a standalone point solution, Encore would ultimately need to be part of a larger platform. “The friction of all the solutions, and forcing brands to cobble everything together, is a lot of effort and has prohibited the growth of independent attribution,” he said.
While Flashtalking and Encore emphasize their openness compared to ad tech stacks like Google, they’re still taking notes from the industry apex predator. Independent or not, bundling services enables better margins and makes it easier to grab a share of marketing budgets.
While Encore will be available a la carte, Nardone anticipates bundled discounts for clients using multiple Flashtalking products, just as there are scale discounts for those putting a lot of spend through its ad server.
The added services are also a key step for pulling holding company business and larger campaign budgets away from megaplatforms like Google and Facebook. Niall Skinner, head of ad operations at Havas and a Flashtalking customer, called the deal “a great move for Flashtalking into the attribution space” and said there’s an opportunity in the market for an independent ad server to provide advanced analytics on multichannel campaigns.
Nardone said Flashtalking has an aggressive agenda in 2016 to develop or buy category solutions that can be integrated as value (and price) add-ons. Areas where he’s interested in expanding this year include fraud detection, brand safety and cross-device targeting.