Ebiquity launches ‘Portfolio Digital’ to track online advertising

Ebiquity has announced the launch of Portfolio Digital, a new digital ad intelligence platform designed to accurately monitor online display advertising.

The launch of the platform marks a significant step forward for marketers, allowing them to view and track their competitors’ online advertising messaging and associated spend more easily and accurately.

Portfolio Digital allows its subscribers to track competitors’ media strategy and tactics, including how much and how frequently they are spending, how their ads appear in situ, and their position on the web pages where they appear. It does this by capturing thousands of UK web pages for both desktop and mobile audiences, and reporting on ad formats such as takeovers, rich media and embedded video, as well as traditional display.

The new ad tracking platform includes a unique spend calculation model which provides the most accurate estimation of actual expenditure. This has been devised by Ebiquity’s global media experts, taking into account all the key factors in the ad buying process, including programmatic, direct buy, ad format, and site category.

Speaking about the launch, Morag Blazey, managing principal, market intelligence, Ebiquity said: “Being an effective marketer has never been more challenging, and we believe Portfolio Digital will help our clients achieve new, deeper and unique insights into how other advertisers are using online advertising as part of their communications campaigns.”