Sapient's BridgeTrack Alternative To Ad Server

Sapient has announced that it will make its BridgeTrack server available as a standalone product. BridgeTrack—which was initially developed for Sapient’s Interactive Practice—is now available to traditional and interactive advertising agencies as well as in-house media buyers and marketers.

According to Gaston Legorburu, chief creative officer, Sapient, “Demand for the BridgeTrack platform has grown significantly in the wake of recent industry consolidation and acquisitions.”

“Advertising agencies, marketers and publishers are concerned about the wave of proposed deals involving Microsoft - aQuantive, Google - Double Click and others. Advertisers and marketers who use ad servers from Double Click and aQuantive to measure the impact of different types of media – including Google search and MSN – are worried about loss of objectivity and conflict of interest.”

“BridgeTrack delivers actionable, real-time data – allowing advertisers and marketers to make immediate changes and improvements during the earliest phases of their campaigns,” said Legorburu. “In addition, BridgeTrack provides meaningful data on target markets, buyers and their purchasing trends throughout the entire campaign lifecycle that can be leveraged for other marketing initiatives.”

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BridgeTrack has several new features in development including a new universal content optimisation engine that will allow clients to change content in real time across multiple media channels with a single click.