Plus, many of these smaller brands have been shut out from popular search marketing keywords, since they can’t bid as high as bigger brands.
Google Display Network (GDN) has long been used by smaller companies to gain access to display ads, but Beri said GDN is a black box compared to the transparency Adadyn provides. Some smaller marketers have also experimented with Criteo and AdRoll for retargeting, which he said also offer little transparency. Unlike them, Adadyn doesn’t arbitrage inventory, he added.
In addition to retargeting, Adadyn’s platform offers prospecting and dynamic creative optimization, a trio that’s not available in any of those platforms, Beri said.
Marketers will pay a fee on the media that flows through the platform, but don’t have to pay monthly fees if they only run twice a year, for example.
Smaller, less sophisticated marketers often don’t have the resources or time to recognize and combat issues like fraud and viewability. Adadyn said it addresses those concerns with brand safety and anti-fraud vendors (including Forensiq) to make sure these smaller marketers purchase clean inventory.
That inventory comes from places like AppNexus and OpenX. Adadyn doesn’t have its own DSP technology, but works with others that provide the bidders. It focuses on giving marketers the clean user interface they need to DIY.
The self-serve product has been in the works for a year, and Beri thinks the time is right for marketers to start adopting this technology. “I think 2016 is going to be a turning point in self-serve programmatic. 2016 is going to be a hockey stick year in growth.”
Some clients are using the platform in beta mode, though Adadyn didn’t name any of its customers.