Platforms for Amazon, Google Shopping and Beyond

MARTECH INTELLIGENCE REPORT

DIGITAL COMMERCE ADVERTISING MANAGEMENT PL ATFORMS FOR AMAZON, GOOGLE SHOPPING AND BEYOND

FIRST EDITION

A MARTECH TODAY RESEARCH REPORT A MARTECH TODAY RESEARCH REPORT: Digital Commerce Advertising Management Platforms for Amazon, Google Shopping and Beyond

Table of Contents Scope and methodology ...... 2 Digital commerce advertising market overview...... 3 A convergence of phenomena in interactive advertising and retail ...... 3 Figure 1: The evolution of retail profit models ...... 3 The rise of digital commerce advertising: what it is and why it is valuable ...... 4 Figures 2 and 3: E-commerce site traffic and media buying ...... 4 Figure 4: Internet ad format revenue by format ...... 5 Amazon’s lead, fast followers and the potential for a “triopoly” ...... 6 Figure 5: Predictions for digital ad revenues on Amazon ...... 6 Figure 6: Historical Amazon advertising revenues ...... 7 Figure 7: Digital Commerce Advertising Marketplace Publishers ...... 8 There’s much more than fits in the scope of this report ...... 8 Who are the software providers and what are their areas of expertise? ...... 9 Digital commerce advertising management platform capabilities ...... 10 Multichannel media support ...... 10 Artificial Intelligence and Machine Learning models for optimization ...... 10 Multichannel attribution models ...... 10 Sophisticated business analytics ...... 11 Amazon seller-specific tools ...... 11 Figure 8: Vendor comparisons ...... 11 Choosing a digital commerce advertising management platform ...... 14 The benefits of tools for digital commerce campaign management ...... 14 Figure 9: Numbers of employees of vendors profiled in this report...... 15 Digital commerce advertising management platform pricing ...... 15 Recommended steps to making an informed purchase ...... 16 Step One: Do you need a digital commerce advertising management platform? ...... 16 Step Two: Identify and contact appropriate vendors ...... 17 Step Three: Scheduling the demo ...... 18 Workflow and campaign management ...... 19 Bid optimization capabilities ...... 19 Attribution models ...... 19 Testing ...... 19 Reporting ...... 19 Pricing and customer service ...... 20 Step Four: Check references, negotiate a contract ...... 20 Conclusion ...... 21 Vendor profiles ...... 22 4C ...... 22 Ad Badger ...... 24 ChannelAdvisor ...... 25 Ideoclick ...... 27 intelliAd E PWR ...... 29 Intentwise ...... 30 Kenshoo ...... 31 Marin Software ...... 34 Optmyzr ...... 37 Pacvue ...... 39 PPC Entourage ...... 41 Prestozon ...... 42 Quartile ...... 44 Seller Labs ...... 45 Sellics ...... 47 Sellozo ...... 49 Sidecar ...... 50 Teikametrics ...... 52 Zon Tools ...... 54 Resources ...... 55

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Scope and methodology This report examines the current market for digital commerce advertising management platforms for marketplaces and the considerations involved in implementing the software.

This report answers the following questions:

• What trends are driving the adoption of digital commerce advertising management platforms? • Who are the leading players in digital commerce advertising management platforms? • What capabilities do digital commerce advertising management platforms provide? • Does my company need a digital commerce advertising management platform? • How much does a digital commerce advertising management platform cost?

If you are considering licensing a digital commerce advertising management platform, this report will help you decide. The report, the first of its kind, includes the latest industry statistics, developing market trends and vendor profiles and product updates. This report is not a recommendation of any digital commerce advertising management platform or company, and is not meant to be an endorsement of any particular product, service, or vendor.

Digital commerce advertising management is defined as software that automates the processes involved with ad campaigns that appear on e-commerce sites, marketplaces (Amazon, Walmart, etc.) and platforms that support feed-based advertising (Google Shopping, Facebook/Instagram and others) , including bid optimization, channel attribution and reporting. Some solutions also allow marketers to manage campaigns across other channels such as paid search, paid social and display advertising across devices. We’re focusing exclusively on marketplace ad management in this report and won’t be covering solutions that allow you to upload and advertise from product feeds.

The vendors profiled in this report were selected based on their roles as leaders in offering digital commerce advertising management platforms as software to be licensed to brands or agencies. We haven’t included companies, such as marketing agencies, that primarily offer services related to this type of advertising or that offer a bundle of consultation, management and proprietary technology.

All are viable options for managing digital commerce advertising, but they fall outside the scope of this report. The report was prepared by conducting in-depth interviews with leading vendors and industry experts. Interviews took place in October and November 2019. These, in addition to third-party research, form the basis for this report.

January 2020

Editorial Advisor: Ginny Marvin, Editor in Chief, Third Door Media

Research/Writers: Karen Burka, Senior Research Consultant, Third Door Media Marcia Simmons, Freelance Writer

Writer/Editor: Pamela Parker, Senior Editor, Projects Manager, Content Studio, Third Door Media

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Advertising Digital commerce advertising expenditure in market overview general tends to be bigger in the A convergence of phenomena in interactive advertising and retail second half of the year, as retailers Digital advertising spending has been on a strong growth trajectory since its inception. The Interactive Advertising Bureau’s report on the first half of 2019 has revenue totalling $57.9 push holiday deals billion, which represents a 16.9% increase from the same period in 2018. But in the numbers for the consumer was one important sign of maturity of the industry. It’s the first time that revenues for the first gift-giving season, half of a year were lower (by $30 million) than the second half of the previous year. so it’s a testament to interactive Advertising expenditure in general tends to be bigger in the second half of the year, as retailers push holiday deals for the consumer gift-giving season, so it’s a testament to advertising’s interactive advertising’s enduring value that digital has so far bucked that trend by showing enduring value that first-half results that exceed the previous year’s second-half. Still, it indicates that things digital has so far are beginning to settle down into the usual seasonal patterns and advertisers looking for bucked that trend undervalued inventory must seek it outside of the more established channels. by showing ﬁrst-half At the same time, digital technologies have created immense disruption in the retail industry in results that exceed the past decade, leading savvy retailers, as well as direct-to-consumer companies, to innovate. the previous year’s It’s not just about bricks-and-mortar stores versus online shopping any longer, as we’ve come second-half. to understand that each has its own strengths. Instead, success rests on companies’ ability to find the right mix that serves customers most effectively.

“Convergence in retail, competition, and the continued blending of physical and digital operations are driving businesses to find new ways to create value for consumers and stakeholders, while capturing value for themselves and investors,” write the authors of Deloitte’s recent report on the changing retail industry. “We’ve witnessed a proliferation of new business and profit models focused on enabling consumer choice and fulfilling demand.”

Figure 1: The evolution of retail profit models

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Source: The future of retail metrics, Deloitte, 2019

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The rise of digital commerce advertising: what it is and why it is valuable It’s in this environment that It’s in this environment that we’re seeing the development and growth of what we call digital commerce advertising. One digital manifestation of this, marketplace advertising, resembles we’re seeing the what, in the traditional world, is called point-of-purchase marketing or shopper marketing. That development and is what we’re exploring in this report. growth of what we call digital commerce This largely takes the shape of keyword-targeted auction-based pay-per-engagement product advertising — one ads that appear on e-commerce sites’ search results, category and product pages — with Amazon being the biggest player and Walmart emerging. Additionally, there are shopper digital manifestation marketing networks that promote products sold on retailer sites. Often, microsites and of what, in the branded landing pages are also available, though not always through self-service interfaces. traditional world, is called point-of- Figures 2 and 3: E-commerce site traffic and media buying purchase marketing or shopper Unique U.S. Visitors to E-Commerce Sites (in Hundreds of Thousands) September 2019 marketing. 250,000

200,000 209,910

150,000

119,815 100,000 105,933

75,345 62,958 50,000 59,489 54,899 48,114 45,798 44,320

Etsy eBay Wish Apple Target Walmart Samsung

Ticketmaster Amazon Sites Home Depot Source: comScore

E-commerce Sites on which U.S. Media Buyers Advertise

March 2019 % of Respondents (n=71)

Amazon 90%

Walmart 23%

eBay 17%

Target 16%

8% Kroger

0 20 40 60 80 100 Source: Digiday Research, March 2019

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$500+ M Ad Spend Managed Globally

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Channels that allow marketers to upload and advertise from a product feed -- Google Even better from Shopping, Instagram, Facebook, Pinterest and Snapchat -- also represent a type of digital the marketers’ commerce advertising, but they’re beyond the scope of what we’ll cover in this report. perspective, digital commerce Figure 4: Internet ad format revenue by format advertising is about as bottom-of-the- Internet Ad Format Revenue, 1H 2019 $57.9 Billion funnel as it gets — appearing just as Other shoppers are ready 8% to buy, ﬁlling their virtual carts and Video checking out. 16% Search 45%

Banner 31%

Banner includes: Ad Banners/Display, Rich Media, and Sponsorship. Other includes: Classiﬁeds, Lead Generation, Audio, and Unspeciﬁed. Note: Totals may not equal 100% due to rounding.

Source: IAB/PwC Internet Ad Revenue Report, HY 2019

Like search advertising, which the IAB reports commanded 45% ($26 billion) of the overall digital advertising pie in the first half of 2019, digital commerce advertising is intent-driven. It uses behavioral data like keywords searched and product pages visited, in conjunction with an auction-based bidding marketplace, to determine what ad should be served to a particular individual at a given time. Even better from the marketers’ perspective, digital commerce advertising is about as bottom-of-the-funnel as it gets — appearing just as shoppers are ready to buy, filling their virtual carts and checking out.

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Amazon’s lead, fast followers and the potential for a “triopoly” Though Google and Facebook together Given that Amazon began as an online retailer — with no legacy point-of-purchase or shopper marketing programs — it’s not surprising that the company has been ahead of the crowd in are predicted to developing its digital commerce advertising offerings. represent 60.9% of the market share In fact, Amazon’s sheer scale has it becoming a credible competitor to the Google and in 2019, they’ll Facebook online advertising “duopoly.” EMarketer expects 7.6% of digital ad spending in stay fairly steady the U.S. to go to Amazon in 2019. Though Google and Facebook together are predicted to represent 60.9% of the market share in 2019, they’ll stay fairly steady at 60.7% for 2020, at 60.7% for 2020, reckons eMarketer. Meanwhile, Amazon is expected to up its take to 8.6%. reckons eMarketer.

Figure 5: Predictions for digital ad revenues on Amazon

U.S. Net Digital Ad Revenues at Amazon, 2018-2021 20

$16.71 15

sralloD .S.U fo snoilliB fo .S.U sralloD $13.06 122.6% Digital Ad Revenues 10 $9.85

$7.41 % Change 32.5% 28.0% 5 33.1% 6.8% 7.6% 8.6% 9.7% % of Total Digital Ad Spending 0 20182019 2020 2021

Source: eMarketer Forecast, Oct 2019

That said, a Marketing Land analysis of Amazon’s advertising revenues over time shows growth has slowed in 2019 as compared to the dramatic year-over-year numbers seen in 2018. (Note that the company doesn’t fully break out its ad business when reporting earnings, but the majority of the earnings in its “Other” category are widely thought to be made up by advertising.)

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Figure 6: Historical Amazon advertising revenues

Amazon Advertising* Revenues

$ 4.00

Ad/“Other” Revenues Ad/Other Change YoY $ 3.59 129% 123% 123% $ 3.39

$ 3.00 $ 3.00

99% $ 2.72 97% $ 2.50

$ 2.19 75% $ 2.03 $ 2.00 65% $ 1.74 58% 58% 60% Billions 53%

46% 45% $ 1.07 $ 1.12 36% 37% $ 1.00 $ 0.95 $ 0.85 $ 0.71 $ 0.63 $ 0.55

$ - Q1’16 Q2’16 Q3’16 Q4’16 Q1’17 Q2’17 Q3’17 Q4’17 Q1’18 Q2’18 Q3’18 Q4’18 Q1’19 Q2’19 Q3’19

Source: Amazon Chart: MarketingLand.com *Advertising comprises the majority of Amazon’s “Other” Revenue

This success is just one of the reasons other players — notably Walmart, Target and Kroger Amazon’s success — have set about developing media businesses of their own. Walmart took its ad sales is just one of the in-house in early 2019, forming Walmart Media Group, and in April 2019 purchased ad tech reasons other players startup Polymorph Labs, which specialized in developing self-service ad interfaces. The aim, Walmart said in announcing the buy, was to: “enable Walmart advertisers to on-board — notably Walmart, quickly, select audience segments based on shopping behavior (e.g., cat food buyers vs. Target and Kroger dog food buyers), automate ad delivery and then measure whether their ads influenced a — have set about sale.” developing media businesses of their “Our data has never been monetized,” said Walmart CEO Doug McMillon at a company event for investors last October. “And, we have a tiny ad business. It could be bigger.” own.

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Figure 7: Digital Commerce Advertising Marketplace Publishers

Publisher Type Sites Third-Party Tool Access? Amazon Individual Retailer Amazon.com Yes Walmart.com, Jet, Vudu. Offers data for Walmart Media Group Individual Retailer In development targeting across other platforms Target. Offers data for targeting across Target / Roundel Individual Retailer Unknown programmatic Overstock, Kohls, B&H, Kroger, The Microsoft PromoteIQ Retail Network In development Home Depot, Ofﬁce Depot Target,Best Buy, Macy's, Kohls, Staples, APIs accessible and partners actively Criteo Retail Network Walmart, Jet, Costco, Walgreens integrating or in discussions to integrate. CVS, Walgreens, Albertsons, ShopRite, Quotient Retail Network Giant Eagle, Ahold Delhaize, Kroger, In development Dollar General, Southeastern Grocers Kroger / Kroger Precision Individual Retailer Kroger.com Unknown Media with 84.51°

A Walmart spokesperson told us the move to taking ad sales in-house came “as advertising Walmart Media became an important area of growth for the company.” That decision, the spokesperson Group is said to contends, “has allowed us to strengthen our data, reach and technology capabilities even be beta testing further for a continued path towards market leadership.” integrations with Target, for its part, formed a media division in 2016, now called Roundel, which so far various companies, appears to be focused on giving programmatic advertisers access to its shopper data so along with an API, they can better target ads across publisher websites. This is being explored through a and is expected to partnership with Index Exchange. Meanwhile, Kroger Performance Media spun off a data launch them ofﬁcially science company called 84.51° (which works solely with the grocery company) and is offering both audience data for targeting programmatic ad buys, as well as inventory on its own sites. in January 2020.

At the same time, we’ve seen companies like Promote IQ (acquired by Microsoft in August 2019), Criteo (through its acquisition of HookLogic in November 2016) and Quotient (formerly Coupons.com) putting together networks of online retailers and grocers looking to get into the advertising game (including Walmart, Target and Kroger).

There’s much more than ﬁts in the scope of this report

This report is focused specifically on third-party tools that marketers use to manage digital commerce advertising campaigns, so it will necessarily focus on the marketplaces available to third-party tools. For now, this mostly means Amazon, though we anticipate that a number of other digital commerce publishers will soon be accessible.

Walmart Media Group is said to be beta testing integrations with various companies, along with an API, and is expected to launch them officially in January 2020.

Though Walmart wouldn’t confirm a launch date, a representative did say an API and integrations are in the works. “As we look to strengthen and integrate technology into our offering, we are also looking at how strategic partnerships can positively benefit the brands we partner with now and help us to expand in more of the market,” the spokesperson told us. “Keeping the user-experience top of mind and the need for a seamless UI, we are examining how to deliver the best value to brands that capitalizes on the self-serve market opportunity.”

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PromoteIQ’s network of retailers is also becoming available to third-party tools that already connect with Microsoft Advertising. At the SMX conference in Founding Dates for Digital November 2019, Microsoft and Bing head of evangelism Christi Olson said that Commerce Advertising a full integration between PromoteIQ and the Microsoft advertising platform is Management Vendors currently in private preview. 2000-2005 Quotient, which works with Kroger, Walgreens, CVS and many others, also says • ChannelAdvisor it’s working on an APIs and integrations with third-party tools. • Criteo

In the absence of these integrations, advertisers must log into the proprietary 2006-2010 self-service interfaces and are limited to performing optimizations made • Marin Software available there. Additionally, they’re unable to manage campaigns alongside • Kenshoo those running on other platforms like Google Shopping or Facebook. • Ideoclick

However, we’ve provided this overview of the landscape because we expect 2011-2015 some of the third-party software providers we’ve profiled here to begin • 4C integrating with other digital commerce advertising sellers in the coming • Sidecar months and years, as advertisers demand the ability to manage and optimize • Teikametrics their campaigns across multiple platforms. • Sellics • Optmyzr Who are the software providers and what are their areas of • Seller Labs expertise? 2016-2019 Some of the companies offering digital commerce advertising management • Prestozon platforms have come to the space from an initial focus on search marketing. • PPC Entourage Like search, many ad placements on digital commerce sites are targeted by • Zon Tools keywords, pricing is generally performance-based (pay-per-click or cost-per- • Pacvue acquisition) and the tool capabilities developed for Google Shopping provide a logical entrée into this new arena. These players are offering Amazon advertising management alongside the ability to manage campaigns on search engines and sometimes other platforms like social networks.

Other vendors have come to offering digital commerce advertising management via their laser focus on serving Amazon Sellers. When it comes to advertising, most of these players only provide management of campaigns on Amazon, but some also offer adjacent tools for listings management, fulfillment and the like.

Unique among the vendors we profiled is 4C, which offers the Amazon advertising access alongside more video- and display-oriented platforms like OTT video, Facebook, Instagram, LinkedIn, Pinterest, Twitter and Snapchat.

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Rules-based Digital commerce advertising optimization management platform capabilities -- where an advertiser indicates Virtually all digital commerce advertising management platforms we’re covering here offer circumstances in the following core sets of tools and capabilities: which bids should • Amazon advertising campaign execution. • Automated bid management and optimization. be raised or lowered • Campaign performance analytics and reporting. -- is standard in PPC advertising, The platforms begin to differentiate by offering additional capabilities that include – but are but the more not limited to – the following: advanced players • Support for additional platforms, including Google Ads, Microsoft Ads, Facebook and more. are employing • Artificial intelligence and machine learning features for bid management. artiﬁcial intelligence • Multi-channel attribution. and machine • Sophisticated business analytics. learning to perform • Amazon-seller-specific tools. optimizations. The following section discusses some of these capabilities and the key considerations involved in choosing a digital commerce advertising management platform.

Multichannel media support

A good number of the vendors we profile concentrate solely on Amazon advertising. While this may mean that they’re Amazon specialists, marketers may want to manage their Amazon campaigns alongside ads delivered elsewhere. Some of the platforms allow for campaign management across search sites (Google, Microsoft), some include social placements (Facebook, Instagram, Pinterest, Snapchat) and some include display and video advertising.

It’s worth noting, too, that some of the vendors are more aggressive than others when it comes to expanding the platforms they integrate with. For example, some say they are beta testing with Walmart and other emerging retail platforms. If you’re eager to include new platforms in your campaigns, you’d do well to select one of these vendors as a partner.

Artiﬁcial Intelligence and Machine Learning models for optimization

Rules-based optimization -- where an advertiser indicates circumstances in which bids should be raised or lowered -- is standard in PPC advertising, but the more advanced players are employing artificial intelligence and machine learning to perform optimizations. With this type of technology, advertisers can potentially optimize for return-on-investment or for other goals directly, rather than relying on proxy measures.

Multichannel attribution models

When platforms offer campaign management on multiple platforms, ideally they can also track a customer’s journey as they interact with touch points across those platforms. That kind of tracking allows marketers to assign credit to the various messages that moved the shopper down the funnel, so that they can increase or decrease spending based on the conclusions of that analysis.

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Sophisticated business analytics

Some of the vendors included here go beyond the basics in terms of reporting, providing advertisers with guidance on things like: profitability on a product-by-product basis, whether a product should or should not be advertised, market and competitive activity and more. Some tools also provide a more holistic view of product performance, integrating paid and organic sales information.

Amazon seller-speciﬁc tools

Since some of the vendors we’ve profiled come to the space by way of a long-time emphasis on serving Amazon sellers, some of them provide specialized tools that fall outside the advertising arena. These include inventory tracking and demand forecasting, product pricing optimization, keyword research as well as automated buyer-seller messaging and reviews.

Figure 8: Vendor comparisons

Free Trial Estimated Vendor Platforms Supported Bid Update Interval Bid Management Heritage Available Cost

4C Amazon,Facebook, Instagram, AI-driven optimization at Uses rules-based bidding and Yes Fees tied OTT, LinkedIn, NBCUniversal, dynamic timing intervals. auto-optimization towards a to number Display Ads, Pinterest, Snapchat, Twitter + Rules-based optimization campaign goal. of channels Programmatic OTT and linear TV. typically updates bids once managed a day, but is conﬁgurable through 4C as based on advertiser needs. well as volume of spend.

Ad Badger* N/A N/A N/A N/A N/A Amazon

ChannelAdvisor Amazon, BazaarVoice, Bids are automated on Advertisers can set target goals Yes Not disclosed General Microsoft Ads, Facebook, either daily or customizable or a combination of goals for e-commerce Instagram, Google Ads, eBay, schedules (for example only auto-optimization or create Yahoo among others. once per week if desired). multiple rules.

Ideoclick Amazon, Facebook, Google Can run bid updates daily Accommodates multiple No Typically based Amazon Ads or on-demand. strategies for strategic bid on a % of ad optimization treatments. cost, a % of operational cost recovery, or % of revenue.

Intelliad E N/A N/A N/A N/A N/A N/A PWR*

Intentwise* N/A N/A N/A N/A N/A N/A

Kenshoo Amazon, Facebook, N/A Kenshoo provides numerous Yes SaaS-based Search Instagram, Pinterest, bidding management options pricing based Marketing Snapchat, Google, Microsoft, including automated bid policies, on package Verizon Media, Apple Search keyword models, custom bid rules, and spend Ads, Yahoo Japan, Yandex shopping campaign speciﬁc bid levels. Typically and Baidu. Plus access to rules and a proprietary solution, contracts are emerging retail publishers. Kenshoo Portfolio Optimization based on a % (KPO). of media spend managed through the platform, with based pricing.

Marin Software Amazon Sponsored Search, Economic-based and Automated bidding solution Yes Based on % Search Apple Search Ads, Baidu, budget allocation strategies leverages a model-based of managed Marketing Facebook, Google Search and for search can be calculated portfolio approach for high- spend, with Display Network, Microsoft and trafﬁcked up to 5x volume keywords and a blended a minimum Ads, Pinterest, Twitter, Yahoo per day. Adjustments algorithmic approach for long-tail platform fee. Gemini, Yahoo Japan, Yandex, for device, audience / keywords. Designed to maximize Walmart Media Group demographic, geography, business goals while operating time of day, intent, and within user-deﬁned performance many other factors are or budget constraints. applied in real-time during the auction process.

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Figure 8: Vendor comparisons

Free Trial Estimated Vendor Platforms Supported Bid Update Interval Bid Management Heritage Available Cost

Optmyzr Google, Microsoft and Automatically updated Rule Engine provides prebuilt Yes Starts at Search Amazon daily, but changes can be rules to reach a target ROAS $499month for Marketing made manually any time. and identify new targeting core features, opportunities. Each rule can be automations, customized and advertisers can up to 25 ad connect their own data to make accounts and more sophisticated automations, up to $250k like bidding by margin. in monthly ad spend.

Pacvue Amazon Rules can be set to Pacvue provides multiple bid Yes Saas pricing Amazon automate bids on a regular management tools with varying based on a % basis on various cadences degrees of automation and of Ad Spend. (daily, weekly, monthly, etc). necessary human intervention. All spend at $400K+/month is at 3% of Ad Spend. 10% discount for a 12 month contract, otherwise contracts are month-to- month

PC Entourage Amazon N/A Rules-based automation. Yes N/A Amazon

Prestozon Amazon Variable per-keyword based Bid management optimizes at Yes Ranges from Amazon on trafﬁc volume. the keyword level towards an $80/month for a ACoS target. single account with less than $5k/month ad spend to $1k/ month for a single account spending $100k/month on ads. Special agency partner pricing.

Quartile* N/A N/A N/A N/A N/A Amazon

SellerLabs Amazon Daily Uses AI to adjust bids to a goal Yes Pricing based Amazon on total monthly ad spend. Average pricing is $499/month for customers spending $10K/ month on advertising.

Sellics Amazon Daily Uses AI-based software Yes Seller Edition Amazon supported by predictive insights pricing ranges and automation based on from $200/ machine-learning algorithms as month - $2,500/ well as rules-based automation. month. Vendor/Agency Edition pricing ranges from $400/month - $6,000/month.

Sellozo* N/A N/A N/A N/A N/A Amazon

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Figure 8: Vendor comparisons

Free Trial Estimated Vendor Platforms Supported Bid Update Interval Bid Management Heritage Available Cost

Sidecar Google, Bing, Amazon, Continual adjustments Each campaign across any No Pricing is General Facebook, Instagram, to evolve the campaign channel can be configured to variable based e-commerce Pinterest structure, bids, bid work towards any goal (i.e., on advertising/ modifiers, and query ROAS, C/S, CPA) and/or budget. media spend segmentation to achieve and product the best possible catalog size. performance. Contract lengths are flexible.

Teikametrics Amazon, Walmart (beta) Hourly bid updates. Teikametrics’ bidder is based on Yes Generally Amazon specific campaign-level goals charges a set by the client around desired flat fee of profitability, taking into account between $200 ad price, associated Amazon and $4,000, fees, and cost of goods sold. In alongside % practice, the bidder uses artificial of monthly intelligence/machine learning ad spend to automatically optimize bids on Amazon towards these goals on Amazon, ranging between 2% to 7%.

zon.tools Amazon Four times daily AI-driven bid optimization to Yes Pricing based Amazon reach customer goals. on ad spend, and averages $80/month.

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Though it’s Choosing a digital commerce advertising possible to manage management platform digital commerce campaigns directly The beneﬁts of tools for digital commerce campaign management from the publisher’s self-service interface, Though it’s possible to manage digital commerce campaigns directly from the publisher’s self-service interface, advertisers see many benefits from employing third-party tools for advertisers see management. This is true even in well-developed marketplaces like Google Ads, and it’s many beneﬁts from even more the case in the digital commerce arena as it’s just emerging. Following are employing third- some of the benefits to adopting third-party software for digital commerce advertising party tools for management. management. • Workflow efficiency. Whether you’re an in-house marketer managing hundreds of SKUs or an agency employee working with multiple clients, it’s easy to get overloaded. An automated paid media management platform can simplify day-to-day campaign management and reporting.

• Increased productivity. By freeing up time once spent on manual tasks managing keywords, bids and campaigns, marketers can spend more time on the creative aspects of their campaigns such as testing product descriptions, images and the like.

• Integrated view of multichannel marketing. As the breadth of paid media channels increases, advertisers need a more holistic view of their campaigns across channels. Automating campaign management can allow for a more seamless integration of first- and third-party digital and offline data through interconnected campaigns in digital commerce advertising, search, mobile display/retargeting and social media.

• Improved campaign performance. Digital commerce advertising management technology optimizes bidding in near real time, potentially increasing performance and campaign ROI through a more intelligent allocation of dollars. To reap these benefits, marketers need to carefully evaluate platforms to find the best fit and the one they agree will not only improve campaign performance but also increase efficiency.

• Streamlined reporting. Reporting functions and capabilities built into digital commerce advertising management platforms reduce the amount of time spent on (and errors that can creep into) manual reporting. Automated reporting can be a huge benefit for agencies that must report to multiple clients with different needs, and for marketers who create internal reports.

• Scalability. Third-party ad management platforms are built to handle the uploading and management of millions of products and keywords, and some of these manage campaigns across multiple platforms, from digital commerce publishers to search engines to social and display advertising.

Though digital commerce advertising management is nascent, marketers who adopt technologies to help them manage these campaigns -- especially if they can cover multiple platforms with the same tool -- will undoubtedly benefit.

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Figure 9: Numbers of employees of vendors profiled in this report

How many employees does your company have?

Prestozon 5 Sellozo* 12 PPC Entourage 15 Zon Tools 20 Intentwise* 24 Optmyzr 25 Ad Badger* 26 Quartile* 26 Pacvue 40 Teikametrics 95 IntelliAd E-PWR* 100 Ideoclick 105 Sellics 110 Seller Labs 175 Sidecar 200 4C 200 Marin Software 250 Kenshoo 600 ChannelAdvisor 700 Criteo 2800

0 1000 2000 3000

* Estimated

Source: Third Door Media

Digital commerce advertising management platform pricing Customers license the use of the Virtually every digital commerce advertising management vendor licenses its technology on a software-as-a-service (SaaS) basis; the technology is hosted by the vendor and customers technology on a log into a web-based dashboard to utilize the system. monthly basis, although some Customers license the use of the technology on a monthly basis, although some vendors vendors require an require an annual contract. Because of the increasingly complex nature of data integration annual contract. and the varying levels of service required, few vendors publish their fee structures. However, it is typically based on a percentage of ad spend, with the percentage decreasing as the spend increases.

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Understanding Recommended steps to making an your current informed purchase marketing processes, knowing how to Understanding your current marketing processes, knowing how to measure success and measure success being able to identify where you are looking for improvements, are all critical pieces of the and being able to decision-making process. The following section outlines four steps to help your organization begin that process and choose the digital commerce advertising management platform that identify where you is the right fit for your business needs and goals. are looking for improvements, are Step One: Do you need a digital commerce advertising management all critical pieces of platform? the decision-making process. Deciding whether or not your company needs a digital commerce advertising management platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support and financial resources. Use the following questions as a guideline to determine the answers.

1. Does it make more sense to buy or build the technology? Issues to consider include resources – both staffing and financial – as well as data control. Are you comfortable with a third party having access to your data? Do you understand the total cost of ownership of a third-party platform? Can your internal staff keep pace with the rapid pace of changes in ad formats, platform requirements, and tracking methods?

2. What features are most important for our business needs? If you’re an online retailer, robust bid optimization for millions of products will be an important factor. If you are short on internal resources, you may find that a partner with a full-service approach is critical. Make sure you have gathered all of the relevant feedback from your team so that you can prioritize your criteria.

3. Who will use and/or maintain the platform? Staffing is key to the successful adoption of any digital marketing platform. Without the proper skilled people in place, the tool can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue.

4. Do we need self-serve, full service, or something in between? Different platform vendors provide different levels of customer service and strategic consulting services. For example, can you internally manage keyword creation, product listing optimization, bidding, creative testing, account structure development and integration with cross- channel data? It’s important to have an idea of where you fall on the spectrum. Understanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements, are all critical pieces of the decision-making process.

5. Are we spending more time “doing the math” than running a campaign? If you find yourself with no time to manage creative or evaluate overall campaign performance, it might be time to automate.

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6. Do we want or need to integrate digital commerce advertising with search, display Make a list of all the and social media advertising campaigns? For many marketers, all of these platforms are digital commerce equally important. If this is true for your organization, you may need a platform that can advertising integrate these channels, and you may need better internal alignment across teams to make it work. management capabilities you 7. Do we have complex or ongoing reporting needs? When marketing staff or agency currently have, those clients have requests for specific reports and ongoing reporting needs, campaign that you would like management tools can automate reports across all the platforms they handle. to have, and those 8. How will we define and then benchmark success? What key performance indicators that you can’t live (KPIs) do you want to measure and what decisions will you be making based on campaign without. performance? For example, do you want to measure market share or page position for your products? Do you want to measure the impact search or social ads has on purchases on digital commerce sites? Set your business goals in advance to be able to benchmark success later on. Without them, justifying the expense of the platform or digital commerce advertising programs to C-suite executives will be difficult.

9. What is the total cost of ownership? Digital commerce advertising management platform vendors typically charge clients a percentage of their monthly advertising spend. There may be additional fees for platform set-up, integration or staff training. Professional consulting services may also be available if you need additional expertise in paid media channels such as search, display and social media marketing.

Step Two: Identify and contact appropriate vendors

Once you have determined that a digital commerce advertising management platform makes sense for your business, spend time researching individual vendors and their capabilities by doing the following:

• Make a list of all the digital commerce advertising management capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake. For example, do you need a full-service platform or simply an Amazon-specific point solution?

• Take your list of capabilities and then do some research. Speak to your marketing peers at industry events to find out who is using which digital commerce ad management platforms and why. The “Resources” section at the back of this report includes a list of blogs, reports and industry research that will also help. (Many of the vendors profiled in this report also provide white papers and interactive tools that can help.)

• Narrow your list down to those vendors that meet your criteria. Submit your list of the campaign management capabilities you’ve identified as important, and set a timeframe for them to reply.

• Decide whether or not you need to engage in a formal RFI/RFP process. This is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison.

The most effective RFPs only request relevant information and provide ample background about your business and its digital commerce marketing needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your campaigns. Include details about timelines and the existing digital technology you have deployed.

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When written properly, an RFP will facilitate the sales process and ensure that everyone When written involved on both sides comes to a shared understanding of the purpose, requirements, properly, an RFP scope and structure of the intended purchase. From the RFP responses, you should be able will facilitate the to narrow your list down to three or four platforms that you’ll want to demo. sales process Step Three: Scheduling the demo and ensure that everyone involved Set up demos within a relatively short time frame of each other to help make relevant on both sides comparisons. Make sure that all potential internal users are on the demo call, and pay comes to a shared attention to the following: understanding • How easy is the tool to use? of the purpose, • Does the vendor seem to understand our business and our marketing needs? requirements, scope • Are they showing us our “must-have” features? and structure of the intended purchase. Questions to ask each vendor about the following areas include:

Business goals/usability • Is the system intuitive and easy to learn? • Is the underlying infrastructure reliable for large sets of data? • How difficult is integration and dis-integration? • How long does the onboarding process typically take and how experienced is the person/ team that will be leading that integration? • What are the platform requirements? • Will there be a project manager? Will anyone on the team be on vacation during the period we’re aiming to onboard? • Does the system support my specific business objectives (revenue, margin, profit, etc.)? • Do you have other clients in my vertical? • What’s on the product roadmap?

Multichannel and integration capabilities • What do you offer beyond bid management? • With which digital commerce platforms, search engines, social platforms and display partners do you work? • Does the platform integrate with our web analytics platform (i.e. Google Analytics, Adobe Analytics)? • How does the platform handle returns/other special needs?

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides comes to a shared understanding of the purpose, requirements, scope and structure of the intended purchase.

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Workﬂow and campaign management

• Does your system allow us to go into the individual platform interfaces and make manual changes when necessary? • Can we make changes easily in the UI or by bulk uploading spreadsheets? • Does the platform support features, reporting, tracking and API data imports offered by the different digital commerce advertising sellers? • Can we set up rules to automate changes and send alerts when specific criteria are met? • How easy is it to connect and integrate our business data into the platform’s end-to-end campaign management? • Can we sync campaigns with our physical inventory automatically, including creating/editing campaigns based on inventory?

Bid optimization capabilities

• What type of bid optimization does the platform use? • Do we have full transparency into bid recommendations, including the rationale for bids, the ability to preview or override intended bids and the ability to exclude keywords from bid strategies altogether? • Is your bidding technology highly adaptive with self-learning cycles for holidays, trends, sales promotions, etc.? • Is your bidding technology built to optimize for CPL and CPA targets? (An agency, for example, may need to accommodate both. And, if CPL targeting is required, ask specifically how that gets set up and optimized.) • How often are bids and algorithms updated?

Attribution models

• What conversion attribution models do you use and offer? Is it included in the base price? • Can we do attribution across channels? • Do you employ or work closely with a well-qualified team of Ph.D.-holding mathematicians and statisticians?

Testing

• What types of testing are available (A/B or multivariate)?

Reporting

• Can we get a custom view of our campaigns with features like labels or filters? • How quickly are conversions reported on, and how quickly does data flow from the platforms? • Can we run summary reports across all accounts and the different platforms? • Can we view changes made by users and by the bidding system? How long is historical change information kept? • Can we compare date ranges to detect trends and view the impact of changes on performance? • How many metrics are available for reporting? • How flexible is data manipulation and import/export? • Is an API available for reporting and for uploading offline conversions? • Can we consolidate reporting across channels seamlessly (i.e., without the added steps of data transfers and reconciling multiple reports to get real-time, de-duplicated cross-channel reporting)? • Can we dive deeper to extract additional information?

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Pricing and customer service Before deciding on a particular vendor, • How long will it take to deploy the platform? • Are there additional fees (i.e., set-up costs, add-on features, API, quotas)? take the time to • Do you offer a free trial? speak with several • Who pays if your system/team makes an error? customer references, • Will we have a dedicated resource? Who will be the day-to-day contact? preferably individuals • What is the level of support included in the price? What support is additional? in a business similar • Will our support team work with us to test new features and assess the results? • What is the minimum contract length? Is there a short-term contract or an “out” clause if to yours. things don’t work out? • Will there be an increase in price when I renew next year – if so, how much?

Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. The platform vendor should be able to supply you with several references if you cannot identify them yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is a primary user of the platform.

Consider also asking these basic questions:

4 Why did you move to a digital commerce advertising management tool? 4 Why did you select this tool over others? 4 Has this tool lived up to your expectations? 4 How long did the system take to implement? 4 Who was involved in the implementation? 4 Are you also using additional tools for any of the functions related to digital commerce advertising? 4 Were there any surprises that you wish you’d known about beforehand? 4 Where have you seen the most success? The biggest challenges? 4 How are you measuring your own success? 4 How easy was the set-up process and how long? Did the vendor help? 4 How responsive is customer service? 4 When networks make changes or add new ad formats, how quickly/smoothly does the system update to support new functionality? 4 Has there been any down time? 4 What is the most useful, actionable (favorite) report the tool generates? 4 What do you wish they did differently? 4 Why would you recommend this tool?

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Although not all vendors require an annual contract, many do. Once you’ve selected a vendor, be sure to get in writing a list of what technology and support are covered in the contract. Ask about what kinds of additional fees might come up:

4 Are there charges for custom integrations or API access? If so, how much? 4 What is the hourly charge for engineering services, and is there a minimum? 4 What partner organizations are available to install and integrate the tool? 4 If we need to train a new hire mid-year, what will that cost? 4 What performance levels do you guarantee (response time, availability, problem resolution, accuracy, etc.) and what happens if you don’t meet them? 4 What is the “out” clause? Conclusion Digital commerce advertising is experiencing dramatic growth and change. That’s because both retailers and advertisers are seeing convincing results from their campaigns. But, in many ways, the publishers’ own campaign management platforms are limited, failing to offer some of the bid management and optimization tools offered in other media and on third- party platforms.

Amazon is by far the most highly-developed of the current digital commerce ad sellers when it comes to marketplaces, but a number of others -- Walmart, Microsoft PromoteIQ and Quotient -- are currently working to add integrations with third-party tools. As this trend comes to fruition, advertisers will begin to realize efficiencies from the more sophisticated bidding management and optimization capabilities offered by these vendors, and they will also reap the benefits of being able to manage and compare campaigns across platforms in one place. n

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Vendor proﬁles

Target customer

• 4C’s typical customers are enterprise brands that advertise across TV and digital channels, using audience data to connect media spend with business outcomes. Key verticals include retail, technology, telecommunications, financial services, 4C entertainment, automotive, CPG and DTC. 1 E Wacker Drive, Suite 700 Chicago, IL 60601 Company overview T: 434-806-2142 4Cinsights.com • 200 Employees • Founded in 2011 Key customers • 4C acquired Teletrax, a global television monitoring network, in 2015. In 2019, Teletrax and iQMedia merged to form Kinetiq, the world’s largest TV intelligence Audible platform. In 2016, 4C raised $26 million in series C financing led by Kayne Capital Dyson with all previous investors participating. eBay • 4C is a global data science and marketing technology company that delivers self- General Mills service, cross-channel marketing software. Based in Chicago, 4C has staff in 16 Wayfair worldwide locations throughout the U.S., UK, the Netherlands, France, Hong Kong, USAA India, Singapore, and the Philippines.

Key executives Product overview

Lance Neuhauser, • The Scope by 4C platform enables marketers to build plans, manage audiences, Chief Executive Officer execute campaigns and measure results across the closed media ecosystems of TV, Dr. Alok Choudhary, OTT, digital, social and e-commerce. Founder and Chief Scientist Aaron Goldman, Platforms and ad types/formats supported Chief Marketing Officer • Amazon, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat and Anupam Gupta, Twitter. Scope is also integrated with OTT/CTV platforms like Hulu, PlutoTV and Roku Chief Product Officer via SSPs Telaria, SpotX, Freewheel. Additional linear TV inventory is available through Clypd, which has access to A&E, FOX, The Hallmark Channel, The History Channel, Lifetime, Univision, WGN and more. • Through 4C, advertisers can place sponsored products, sponsored brands and sponsored display ads on Amazon. Generally, Scope supports all ad formats available through each publisher’s API, including video, display and text.

Bid management

Scope by 4C uses rules-based bidding and auto-optimization towards a campaign goal. The auto-opt functionality uses artificial intelligence to optimize campaign bids using dynamic timing intervals based on spend rates. Rules-based optimization typically updates bids once a day, but is configurable based on advertiser needs.

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Vendor proﬁles

Reporting metrics Pricing and support

ROAS, ROI, Cost per Order • Annual contract required. • Free trial available. Additional digital commerce • Fees are based on software license functionality model and tied to number of channels 4C managed through 4C as well as volume 1 E Wacker Drive, Suite 700 Scope by 4C offers keyword research of spend. Chicago, IL 60601 functionality as well as revenue, loss and • Product supports multi-account T: 434-806-2142 spend projections for budget-capped management. 4Cinsights.com campaigns. • 4C offers full support for integration, training and ongoing support at no additional charge.

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Vendor proﬁles

Ad Badger Company overview 2028 E Ben White Blvd Austin, TX 78741-6966 • Founded in 2017 T: 833-223-4379 • 26 employees (estimated) adbadger.com • Ad Badger helps Amazon sellers and agencies automate and optimize Amazon PPC campaigns with its automated bid optimizer, keyword research tool and negative Key executives keyword automator.

Michael Erickson Facchin, Founder Karolina Facchin, Head of Design and Operations

Editor’s note: Ad Badger representatives weren’t available to provide or verify information for this proﬁle by the time of publication. It was compiled based on company website and publicly available data.

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Vendor proﬁles

Target customer

• Brands and retailers looking to increase visibility and engage with consumers across their buyer’s journey, expand their reach across marketplaces and improve fulfillment efforts. ChannelAdvisor 3025 Carrington Mill Blvd., Company overview Suite 500 Morrisville, NC, 27560 • 700 Employees T: 919-249-9798 • Founded in 2001 channeladvisor.com • ChannelAdvisor is an e-commerce cloud platform that describes its mission as “to connect and optimize the world’s commerce.” Key customers Product overview KitchenAid TIMEX ChannelAdvisor helps brands and retailers expand sales channels, optimize Shop.Com performance and fulfillment on platforms such as Amazon, eBay, Google, Facebook, Plow & Hearth Walmart and hundreds more. FOSSIL Group Platforms and ad types/formats Supported Key executives Amazon (Sponsored Products, Sponsored Brands and Sponsored Display beta), Scot Wingo, Executive Chairman BazaarVoice, Bing, Facebook, Instagram, Google, Yahoo and others. of the Board and Co-Founder David Spitz, CEO ChannelAdvisor’s Product Feed Management solution automatically ensures a seller’s Mike Shapaker, CMO product data meets the unique requirements and specifications of every advertising and e-commerce channel, including popular platforms like Amazon, Google, Paul Colucci, Vice President, Facebook, eBay, Instagram and dozens more. North America Sales & Global Business Development Bid management

Advertisers are able to set target goals to let the bidder do the heavy lifting or configure specific combinations of performance goals and how the automatic bidder should respond. Also, advertisers can create multiple rules to hone in on the specific goals that matter for those campaigns. This includes target ROAS configurations as well as an option that ensures keywords with zero performance are testing bids within the allowed range. Bids are automated on either daily or customizable schedules.

ChannelAdvisor’s Target Bidding solution automates and optimizes bids across targeted desktop and mobile devices as well as through bulk bidding on product group. Clients can automate and scale listings and inventory management. Keyword automation generates keywords and negative keywords determined by performance- based rules.

Reporting metrics

ChannelAdvisor allows sellers to view campaign performance across all Amazon Advertising types in a single platform, providing at-a-glance reporting across multiple marketplaces.

• Profitability Reporting aggregates marketing data to provide at-a-glance profit and loss reports on each product and marketplace, including advertising fees, commission fees, prices customers pay for shipping and fulfillment costs.

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Vendor proﬁles

• Competitive Environment Dashboard • Velocity Repricer automatically adjusts provides detailed, product-level product prices based on inventory performance reports to uncover levels, product performance and important trends and competitive business goals insights into who a brand’s competitors • Demand Forecaster applies machine ChannelAdvisor are and where the brand could be learning for inventory forecasting, 3025 Carrington Mill Blvd., losing market share. allowing clients to accurately predict Suite 500 • ChannelAdvisor Benchmarking allows the inventory needed to meet Morrisville, NC, 27560 a year-over-year comparison of upcoming sales volume, without over- T: 919-249-9798 performance metrics to competitors or under-stocking. channeladvisor.com across multiple marketplaces. Pricing and support Additional digital commerce functionality • Annual contract is required • A free trial is available • The Amazon Pricing Console allows • Pricing not disclosed sellers to see the latest pricing data • Multi-account management is available. on competitors, get the latest data on ASINs, calculate impacts on profitability ChannelAdvisor provides support by before changing prices, adjust price email and phone, in multiple languages, range minimums and maximums as well with a technical staff based in six as change repricer rules. countries. Customers are assigned an • Algorithmic and Rules-Based Repricers account manager who provides strategic with Price Manager helps sellers win guidance to help each client achieve their the buy box by using real-time analytics e-commerce business goals. to automatically evaluate and adjust prices based on desired SKU-level maxes and minimums.

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Vendor proﬁles

Target customer

• Ideoclick specializes in midsize to enterprise brand manufacturers selling on Amazon through Vendor Central, Seller Central or both. Ideoclick 568 1st Ave. S, Suite 600 Company overview Seattle, WA 98104 T: 206-274-1689 • 105 Employees ideoclick.com • Founded in 2008 • Founded by former Amazon executives responsible for building categories and major Key customers offerings while at Amazon, Ideoclick provides Amazon-managed services to over 200 clients. Services include operational compliance, strategic consulting, account Unilever management, advertising and content optimization and catalog management. L’Oreal Proprietary software is licensed to agencies and brand partners separate from the Petmate services offering. Pilot Takeya Product overview Key executives • Ideoclick’s software tracks all clients’ Amazon-related metrics to optimize marketing results geared toward a high conversion rate. Justin Leigh, CEO Tom Furphy, Chairman Platforms and ad types/formats Supported

Andy Burger, • Amazon (Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP) VP of Business Development Facebook, Google Andrea Leigh, VP of Strategy • System supports both video and display.

Bid management

Ideoclick’s system accommodates multiple strategies for strategic bid optimization treatments: • Targeted ACOS (TACoS) goals - optimizing bids to yield the desired ACOS at the keyword and campaign level, • Awareness goals - bidding to maximize share of search within cost parameters. The platform learns (AI) to project the diminished syne bid curve at a keyword level to reduce the amount of time necessary to optimize bids and can run bid updates daily or on-demand.

Reporting metrics

The platform provides many custom metrics including: • Marketing sales as a % of total sales. • Inventory. • Out-of-stock reporting. • Keyword relevancy errors. • Campaign grouping reporting (product line, tactic, etc.). • Pricing errors.

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Vendor proﬁles

Additional digital commerce • Cost varies as it is typically based functionality on a percentage of advertising cost, a percentage of operational cost The Ideoclick platform is a full end-to-end recovery or a percentage of sales Ideoclick Amazon management platform across revenue on Amazon. 568 1st Ave. S, Suite 600 Vendor and Seller Central. The platform • The Ideoclick platform was designed to Seattle, WA 98104 audits and updates content, identifies support management across accounts T: 206-274-1689 relevant missing keywords, provides and sub-account partitioning. ideoclick.com forecasting tools, and tracks and alerts to out of stock and pricing issues. Each Ideoclick client is assigned a client success team that helps with every aspect Pricing and support of the catalog, content, advertising, analytics, strategy and operational • No annual contract required. compliance relevant to the client’s • No free trial available. particular service agreement.

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Vendor proﬁles intelliAd E PWR Company overview Sendlinger Str. 7 80331 Munich • Approximately 100 employees Germany • Founded in 2007 T: +49 89 1590490-0 • IntelliAd E PWR, which is part of diva-e Products, provides sellers, vendors and e-pwr.io agencies with a fully automated AI-based bidding solution. The tool offers a range of bidding strategies like click optimization, conversion or ACOS optimization and CTR Key customers objectives.

TechniSat GlobalAMZ Fissler Performics Quisma

Key executives

Frank Rauchfuß, CEO

Editor’s note: intelliAD E PWR representatives weren’t available to provide or verify information for this proﬁle by the time of publication. It was compiled based on company website and publicly available data.

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Vendor proﬁles

Intentwise Company overview 862 Forest Ave., Evanston, Il 60202 • Founded in 2015 T: 866-346-8368 • 24 employees intentwise.com • Started by Orbitz veterans, Intentwise offers an AI-powered platform and managed services to help brands, manufacturers and agencies optimize campaigns and Key customers compete on marketplaces such as Amazon and Walmart. The company is privately held with headquarters in Illinois and locations in Seattle and Bangalore. Kidorable CleverMade Earthlite DK Brands Guy & O’Neill

Key Executives

Sreenath Reddy, Founder Raghu Kashyap, Chief Technology Officer and Co-Founder

Editor’s note: Intentwise representatives weren’t available to provide or verify information for this proﬁle by the time of publication. It was compiled based on company website and publicly available data.

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Vendor proﬁles

Target customer

• Enterprise B2C and B2B marketers, including brands and their agencies.

Kenshoo Company overview 22 4th Street, 7th Floor San Francisco, CA, 94103 • 600 Employees T: 877-536-7462 • Founded in 2006 kenshoo.com • Kenshoo provides holistic measurement and management of commerce advertising along with data-driven insights and machine-learning optimization technology to Key customers help brands make decisions and scale performance. • With 27 international locations, Kenshoo generates over $350 billion in annualized LG Electronics via iCrossing revenue for brands. Kimberly-Clark via Mindshare Philips via Content26 Product overview L’Oreal, Coty via Content26 Unilever via Mindshare Kenshoo Ecommerce combines holistic measurement of Amazon Advertising activity, retail analytics and product-driven data with optimization technology. Advertisers Key executives have access to product-driven campaign management at scale. Features such as bulk creation, automated actions and keyword management provide a way to control Yoav Izhar-Prato, complex Amazon Advertising programs. CEO, Co-Founder and Chairman of the Board Platforms and ad types/formats Supported Nir Cohen, CTO and Co-Founder Amazon (Sponsored Products and Sponsored Brands), trial access to other emerging retail publishers, Facebook / Instagram, Pinterest, Snapchat, Google, Microsoft, Verizon Oren Stern, General Media, Apple Search Ads, Yahoo Japan, Yandex and Baidu. Manager, Ecommerce Nich Weinheimer, In addition, reporting for Amazon Sponsored Display and Amazon DSP (programmatic Vice President, Ecommerce Display and Video) is supported.

Bid management

Kenshoo provides numerous bidding management options including automated bid policies, keyword models, custom bid rules, shopping campaign specific bid rules and a proprietary solution, Kenshoo Portfolio Optimization (KPO).

Kenshoo provides the ability to execute plans and define what the plan should look like by analyzing multiple “what if” budget scenarios. Additionally, Kenshoo can pull data from Amazon intraday and drive automated actions and decisions — identifying when a campaign is out of budget and automatically readjust to advertiser needs.

Early in the campaign optimization lifecycle, many clients use Kenshoo to set linear rule-based automation rules. By filtering and creating repeatable automated bid adjustments, clients can align market response and campaign performance.

As campaign portfolios mature, clients layer-on Bid-to-ROI or Bid-to-Spend machine- learning algorithms to allow the machine to aid optimization.

Once portfolios perform well, clients use Kenshoo’s Budget Navigator tool as a forecasting tool and as an umbrella policy manager to optimize across a group of portfolios to find continuous incremental opportunity for performance gains. KPO drives advertisers spend to reach an overall portfolio goal by compiling historical data and building hundreds of thousands of predictive models managed by custom AI-driven algorithms.

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Vendor proﬁles

Kenshoo can sort and filter across multiple Kenshoo’s Product Manager tool delivers channel accounts — both seller and product-specific insights by connecting vendor, profiles, campaigns, ads and organic and paid activities with competitive Kenshoo keywords. and market signals, revealing pricing 22 4th Street, 7th Floor threats, cross-channel ad performance and San Francisco, CA, 94103 Additionally, clients can automate changes ASIN-level reporting combined with client- T: 877-536-7462 based upon specific performance criteria defined custom metrics. kenshoo.com across these levels, such as identifying high and low performers by multiple Additional digital commerce variables (ROAS, CPA, ACOS), pausing functionality low performers, changing budgets and adjusting bids. While Kenshoo is not a feed management solution for listing products or integrating Reporting metrics orders, nor a solution to automate EDI or other operational infrastructure for The Kenshoo platform provides running an Amazon business, the Kenshoo dashboards, reports and data insights platform does automate the aggregation to allow for more informed decisions on and normalization of Amazon Retail Amazon Advertising and across publishers. Analytics Premium (ARAP), competitive Users can leverage Amazon Retail and share information and key operational Analytics, Competitive Brand Insights and product insights — like eligibility, buy box advertising analytics on Amazon — both %, reviews, ratings, etc. from a campaign and a product-specific perspective. Pricing and support

Kenshoo consolidates Amazon • Annual contract is required Advertising, Amazon DSP, and Amazon • Free trial is available. Stores reporting data to holistically reveal • SaaS-based pricing based on package product performance insights. Kenshoo and spend levels. Typically, contracts goes beyond Amazon’s 90-day reporting are based on a percentage of media window to deliver QoW and YoY results spend managed through the platform. and Kenshoo can align these reports with That percentage is always relative to results from search term analysis, ARAP unit economics/volume based pricing. and third-party data. • Multiple account management is supported. Additionally Kenshoo provides many • All clients receive 24/7 online and reports to enable advertisers to identify phone support and an online education new opportunities and discover the root and training portal. causes of issues impacting advertising • Expert consulting services are also performance, including: products not available at an additional charge to serving, campaign serving time, out of meet transitional needs, channel budget report and search terms report. expertise and consulting. These services include: Competitive Intel and Share of Voice can Amazon Consulting to help a client be tracked for top 50 keywords by profile develop a structure to optimize the at the brand level and across paid/organic, holistic Amazon business and drive key placements and over time, including: success in Amazon Advertising share of first page by organic and performance. These services are paid, share of first page by top brands, available at a project-based fee, distribution appearances on first page and estimated after discovery and share of first five positions by top brands. review of brand and ASIN count, available in one-time or annual engagements.

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Vendor proﬁles

Kenshoo Consulting to help a Integrations client drive value and performance from the Kenshoo relationship Separately from these services, Kenshoo Kenshoo and use of an advertising solution. has developed more than 100 third-party software integrations with partners across 22 4th Street, 7th Floor These services are available at an channel management, optimization, San Francisco, CA, 94103 hourly rate, with project-specific analytics, creative and more. Optimization T: 877-536-7462 caps estimated after discovery or partners include, but are not limited kenshoo.com account set up. Typically these are for one-time engagements. to, affiliate marketing, call tracking, Implementation Services provide comparison shopping, CRM, DMPs, managed service support with feed management, retargeting, social expert execution for temporary publishing, SEO and video. outages or transitions on a client’s team. These services are available Analytics partners include, but are not at a percent of ad spend calculated limited to, attribution, ad serving, tag during the proposal stage and are management, mobile measurement and typically 3-6 month engagements. web analytics.

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Vendor proﬁles

Target customer

• The MarinOne platform is targeted at brands and agencies spending $100K per month on their search, social and e-commerce advertising. Marin Software specialties include retail, consumer electronics, B2B, travel, healthcare, education and financial services. Marin Software 123 Mission St San Francisco, CA, 94105 Company overview T: 415-399-2580 • 250 Employees marinsoftware.com • Founded in 2006 by marketing and enterprise software professionals, Marin Software provides enterprise-class revenue acquisition management platform for search, Key customers e-commerce, social, display, mobile advertisers. Marin Software measures, manages and optimize more than $40 billion advertising spend in over 160 countries for Apple interactive agencies and advertisers. Microsoft Dell COTY Product overview Deezer The MarinOne advertising platform is a transparent, cross-channel solution that allows American Eagle digital marketers to synchronously create and target precise audience segments based on buyer intent and gain meaningful performance insights across the entire digital Key executives marketing program.

Chris Lien, Chief Executive Marin Software’s solutions ingest and synchronize audience, revenue and contextual Officer, Founder & Chairman of data from any source across all digital marketing channels to enhance performance the Board insights and forecasting, improve audience targeting and increase digital marketing ROI. Wister Walcott, Co-founder and EVP, Product and Technology The platform is primarily self-serve, but Marin Software does offer managed services to Wesley Maclaggan, help advertisers who are looking to ramp up a new team, transition from an agency to SVP, Marketing in-house or completely outsource the management of their advertising programs. From paid search and social advertising to Shopping ads on Amazon and Google, Marin’s Tal Nathan, SVP, Customer Managed Services team leverages long-standing relationships with all major publishers. Success Operations Platforms and ad types/formats Supported

Amazon Sponsored Search (Sponsored Products, Sponsored Brands) Apple Search Ads, Baidu, Microsoft Ads, Facebook, Google Search and Display Network, Pinterest, Twitter, Yahoo Gemini, Yahoo Japan, Yandex, Walmart Media Group

Bid management

Marin Software’s automated bidding solution leverages a model-based portfolio approach for high-volume keywords and a blended algorithmic approach for long-tail keywords. This approach balances market reactivity with statistical significance.

Marin Bidding is designed to maximize business goals while operating within user- defined performance or budget constraints. When certain criteria is met, Marin Bidding incorporates dynamic clustering into its bidding algorithm. Dynamic Clustering is a machine-learning based solution that groups low-volume biddable criteria (e.g., keywords, placements, product groups) into clusters. The criteria within a cluster then share performance metrics to predict the target metric (either RevenueperClick or ConversionRate) for all the criteria within the cluster.

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Vendor proﬁles

Bid calculations range, depending on the Marin Software integrates with dozens of bid strategy: publishers to aggregate paid media data • Audience Bidding is a unique into one place. segment multiplier engine that generates recommended multipliers Other digital commerce for supported Google Audiences in functionality Marin Software MarinOne. These bidding jobs run 123 Mission St daily and work to make audience bid • ASIN health and Buy Box monitoring San Francisco, CA, 94105 adjustment recommendations for • Integration with Amazon Marketplace T: 415-399-2580 audiences mapped at the publisher Web Services API (MWS) marinsoftware.com group level. • Budget pacing for managing spend • Impression share targeting strategies over the month or quarter can be calculated and trafficked up to • Scheduled reports and performance every hour (24x per day). To achieve alerts even the most aggressive goals, • Unlimited historic data retention historical performance and auction • Change log history on all objects conditions are continuously factored • What-if analysis and incremental into hourly bid calculations, which are budget forecasting immediately pushed to the publisher. • Automated A/B testing • Economic-based and budget allocation • Marin dimensions: a flexible tagging strategies for search can be calculated system enabling pivot table-like and trafficked up to 5x per day. aggregation of data across campaigns. Adjustments for device, audience / • Advanced Reporting (Custom columns, demographic, geography, time of day, Saved Views, Change Columns). intent, and many other factors are • Custom rule-based bid modifiers. applied in real-time during the auction • Custom dashboards. process. Pricing and support Reporting metrics • Advertisers can manage multiple Amazon Attribution reporting to link accounts (vendors and sellers) within Google and Facebook spend to Amazon a single platform or separated into conversion individual platforms, as desired. Advertisers can also manage multiple In addition to pulling the available accounts alongside search and performance and cost metrics available social accounts, such as Google and in Amazon Advertising (including every Facebook. available attribution window), Marin • No annual contract required. Software also ingests relevant product • Free trial available. information such as price and inventory to • Pricing is based on a percentage of provide a holistic view of Amazon product managed spend, with a minimum performance. platform fee. • If customers are not happy with the As an open stack platform, Marin Software performance of their accounts, Marin also integrates data from various third Software will refund platform fees. parties capable of providing real-time Support for clients includes an account competitive data, including metrics like team consisting of two members, a market share, rank or share of voice. Customer Success Director (CSD) and Customer Engagement Manager (CEM). Customers can use the platform to The CSD is responsible for executive report and analyze Amazon Advertising alignment and the overall success of using alongside performance metrics from other Marin. The CEM is the day-to-day contact search,social and e-commerce channels. from an account management perspective

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Vendor proﬁles

and takes responsibility for app attribution,and advanced analytic training, ongoing advice and campaign consulting. This team can also help with management support. Ongoing customer technical onboarding when applicable. education programs include online help center and certification programs.

Marin Software For advertisers with highly customizable 123 Mission St needs, Marin Software has an in-house San Francisco, CA, 94105 Professional Services team that uses T: 415-399-2580 open-source applications to shorten the marinsoftware.com development cycles and speed up the time-to-market process in connecting the right data and revenue sources for additional conversion events, better

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Vendor proﬁles

Target customer

Optmyzr targets SMB through Enterprise customers at any company with a dedicated Optmyzr marketing team or marketing role. The company’s broader software works across verticals, but its shopping-focused solutions are geared toward e-commerce advertisers. 1049 El Monte Ave., Suite C #6 Mountain View, CA 94040 Company overview T: 415-399-2580 • 25 Employees optmyzr.com • Founded in 2013 • Optmyzr provides enterprise-grade search marketing tools, scripts and workflows Key customers that streamline management of search and shopping campaigns on Google Ads, Microsoft Ads and Amazon Ads. Adidas Airbnb iProspect Product overview Hanapin Optmyzr offers a self-service suite of PPC tools that enable digital marketing experts to deploy industry-accepted best practices quickly. The tools enable the management of Key executives campaigns across search and shopping platforms. Frederick Vallaeys, CEO Platforms and ad types/formats supported Manas Garg, CTO Geetanjali Tyag, COO Google Ads, Microsoft Ads, Amazon Ads (Sponsored Product Ads), Facebook Ads (for reporting only)

Optmyzr can connect with the Google Merchant Center, Google Analytics, Google Sheets to bring more functionality to the ad engines.

Bid management

The Rule Engine helps advertisers with prebuilt rules to reach a target ROAS, identify new targeting opportunities, and more. Each rule can be customized and advertisers can connect their own data to make more sophisticated automations, like bidding by margin.

The Optmyzr bid solution layers on top of those of the ad engines. This way advertisers can choose their preferred smart bidding or manual bidding method and use Optmyzr to improve results by making adjustments to bids or targets for ROAS or CPA.

Advertisers can deploy prebuilt rules-based bidding strategies or create their own. Business data can be connected to rules, for example, to bid by margin, bid by weather or bid by offline conversion data.

Bid adjustments for devices, locations, audiences, dayparts and demographics are recommended using our proprietary AI systems. The recommended levels can be adjusted by advertisers before being applied to the engines.

Bid changes can be automated on a schedule as frequently as once per day or they can be reviewed manually and applied as needed.

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Vendor proﬁles

Other digital commerce-related • Optmyzr’s rule engine for Amazon functionality Ads can be used to find and add new keywords, to change bids, pause and Optmyzr • The Shopping Campaign Builder enable campaigns. 1049 El Monte Ave., turns a merchant feed into the perfect Suite C #6 account structure, including multiple Pricing and support Mountain View, CA 94040 campaigns, ad groups and product • Optmyzr supports cross-platform and T: 415-399-2580 groups. Advertisers specify the target multi-account bid management and optmyzr.com structure, including ways not possible natively in Google Ads and Optmyzr reports. Rules that advertisers build can uses the feed to create the structure in be deployed across multiple accounts Google or Microsoft Ads. as templates. • The Shopping Refresher ensures the • No annual contract is required. advertiser’s account is always in sync • A free trial is available. with the feed data. It automatically recognizes changes in the feed and All plans have unlimited users, but there makes the corresponding changes are limits on the number of accounts in the ad engine. For example, if an managed and spend under management. advertiser runs campaigns by brand Customers who are in between levels can and starts to sell a new brand, Optmyzr pay an overage fee instead of going to the automatically generates the new brand next level plan if they prefer. campaign. • The Shopping Attribute Bidder and Optmyzr is plug and play, connecting Analysis tool gives advertisers unique with the ad engines through oAuth and insights into which product segments the API and immediately start offering are performing the best. For example, optimization suggestions with no the tool can identify the price range additional integrations required. of the most profitable products, thereby helping advertisers allocate All customers get free email support. The their budgets to the most profitable support team offers support around the products. clock. • The Negative Keyword tool identifies underperforming queries and adds them as negative keywords to search or shopping campaigns.

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Vendor proﬁles

Target customer

• Pacvue works with agencies, sellers and brands across every major vertical looking to manage and optimize their advertising on Amazon — with a high concentration of CPG brands in the household goods and pharmaceutical space. Pacvue’s client base Pacvue consists of niche to enterprise-level brands as well as e-commerce agencies looking 500 Yale Ave N. to scale their AMS services and agencies of record trying to grow their expertise in Seattle, WA 98109 the e-commerce channel. T: 206-458-2931 pacvue.com Company overview

Key customers • 40 Employees • Founded in 2018 Tuft & Needle • Pacvue is an e-commerce SaaS platform helping agencies, brands and sellers Duracell programmatically manage and optimize their advertising on Amazon. Pacvue Bissell combines AI algorithms and specialized e-commerce and advertising expertise to Keurig-Dr. Pepper help customers grow their share of voice, increase sales and improve profitability. Lansinoh Product overview Key executives Pacvue delivers a blend of automated custom reporting to drive insights, multiple levels Melissa Burdick, President of AI and rules-based programmatic optimization to drive performance and e-commerce ZhaoHui Tang, Chairman analytics to drive strategy. Pacvue provides campaign management capabilities Mindy Martin, COO including campaign grouping (labeling), budget pacing/forecasting, day-parting and bid boost logic, graphical optimizations, event logs, and access to data like out of budget, lost buy box, ineligible ASINs and more. Pacvue’s platform was built on an open infrastructure to accommodate and engage with IT departments, Data Science and BI teams and to integrate multiple e-commerce data sets including PIM data.

Platforms and ad types/formats supported

• Amazon (Sponsored Product and Sponsored Brand). The company expects to integrate the new Sponsored Display ad type within the fourth quarter of 2019.

Bid management

Pacvue provides multiple bid management tools with varying degrees of automation and necessary human intervention. The AI Optimization tool uses artificial intelligence to optimize toward a user-input target ACoS goal. Keyword bids are optimized on a daily basis by the AI Optimization tool.

Another automated bidding tool is Pacvue’s rule-based optimization tool. Keyword bids are updated based on specific parameters set by the users. Rules can be set to automate bids on a regular basis on various cadences (daily, weekly, monthly, etc).

Additionally, Pacvue offers an Excel plug-in that allows users to access their Amazon Advertising data and optimize their keyword bids directly in Excel.

Reporting metrics

Using proprietary data collection methodologies, Pacvue’s Competitor Analysis tool provides Share of Shelf, Paid SOV (Share of Voice), Organic SOV, Sponsored Product SOV, Sponsored Brand SOV and Ad Frequency. These metrics allow users to see how their brands stack up against the competition in regards to share of voice.

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Vendor proﬁles

Additional digital commerce • Pacvue offers standard SaaS pricing functionality based on a percentage of Ad Spend. • Keyword Research Tool: Provides All spend at $400K+/month is at 3% relevant keyword suggestions based on of Ad Spend with a 10% discount off a 12-month contract. Otherwise, Pacvue either ASIN or seed keyword input. contracts are month-to-month. 500 Yale Ave N. • Query-ASIN Graph: A data visualization • Product supports multi-account Seattle, WA 98109 graph that showcases the relationship management. T: 206-458-2931 between ASINs and top queries. • Pacvue offers ongoing tool training pacvue.com Allows users to identify top queries for competitor ASINs and add keywords and support for the SaaS client base directly into AMS campaigns. and other consultative services ranging • Event calendar: Pacvue offers an from Amazon terms negotiations, event calendar highlighting events marketing and promotional strategies like promotions, out of stocks and lost for key drive periods such as Prime Day buy box to help explain changes in and leadership training courses. Fees marketing performance. are assessed on a per-project basis depending on the scope of work. Pricing and support

• No annual contract required. • Free trial available.

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Vendor proﬁles

Target customer

PPC Entourage customers are Amazon sellers of every level, from first-year sellers to established brands.

PPC Entourage Company overview 5 Edwards Street, Suite 1G • 15 Employees Roslyn, NY 11577 • Founded in 2016 T: 929-356-5008 ppcentourage.com Product overview

Key customers PPC Entourage provides software to help Amazon sellers create, manage and optimize campaigns. Privacy policy prohibits the sharing of specific brand names. Platforms and ad types/formats supported

Key executives • Amazon (Sponsored Products, Sponsored Brands and Sponsored Display, though SD is management services only). Mike Zagare, Founder and President Bid management Mike Abbruzzese, Co-Founder The automation features within PPC Entourage are rules-based. PPC Entourage adjusts Ronald Davis, Co-Founder bids, plus finds keywords and search terms to add as negative keywords and finds top- performing search terms to convert into keywords. Automation takes place daily.

Reporting metrics

PPC Entourage provides information on combined organic and PPC ACoS and MAX CPC, CPA, trending data on the percentage of ad spend each product uses and ongoing metrics trends for data points that Seller Central only provides in static form.

Additional digital commerce functionality

PPC Entourage software also provides listing optimization, index checking, organic ranking tracking and search term expansion capabilities for quickly pinpointing the best search terms that aren’t yet being used as keywords and converting them with a click.

Pricing and support

• Annual contract is not required • A free trial is offered. • Pricing details were not disclosed. • Product supports multi-account management. • Live chat and email support, plus free live welcome calls.

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Vendor proﬁles

Target customer

• Agencies and advertisers with diverse catalogs, a desire to scale, and a need for control over their ads at the search term level. Ad spend can start at less than $5K/ month, but more typically ranges from $250K-$3M annually.

Prestozon Company overview 2443 Fillmore St., #529 San Francisco, CA 94115 • Founded in 2016. T: 951-977-3786 • 5 employees. prestozon.com • Privately funded.

Key customers Product overview

Amplio Digital • An Amazon Advertising partner and e-commerce automation platform designed to AMZ Pathfinder enable agencies and advertisers to quickly and efficiently set up, restructure, maintain Blue Wheel Media and optimize advertising campaigns. MuteSix • Solves three advertiser problems: OmniiX Onboarding and set up: One-Click Campaign Set Up and Keyword Rules features Sunken Stone enable account managers to restructure underperforming accounts in minutes. Maintenance: Ongoing keyword harvesting, negative keyword targeting and bid Key executives management. Optimization: Provides automated bid optimization, as well as analytics to allow Ben Aldern, Co-founder & CEO account managers to dive into an account to find what’s working well and what could be improved. Christian Hang-Hicks, Co-founder & CTO Platforms and ad types/formats supported Sanaz Limouee, CRO • Amazon (Sponsored Products, Sponsored Brands and Sponsored Display) • Ad formats are primarily Product Listing Ads (PLAs), Amazon brand storefront ads and display ads. • Supports 10 Amazon Marketplaces -- U.S., Canada, Mexico, UK, Germany, Spain, France, India, Italy and Japan -- via API.

Bid management

• Optimizes at the keyword level towards an Advertising Cost of Sale (ACoS) target. • Daily data pull includes both performance metrics and state changes, which enables Prestozon to segment the data by bid. • Bids should be treated as experiments (like an A/B test); bid history tracking waits until enough data is available to make an accurate bid update. • Transparent, plain-English reasons given for each bid update so users understand why changes are made.

Reporting metrics

• Search Term Explorer is an analytics feature that allows users to start with the search term entered by the consumer and show what keywords and campaigns that search term’s traffic goes to. • Ongoing keyword harvesting and negative keyword identification. • Linking across campaigns, ad groups, keywords, search terms and ASINs as well as the ability to export reports allows for fast identification of account problem areas.

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Vendor proﬁles

Pricing and support • Supports multi-account management with a single log-in to access a • Annual contracts not required. dropdown of managed accounts. • Free trials are available • Included email customer support. • Pricing ranges from $80/month for • Premium support for customers a single account with less than $5K/ spending $10K/month and more Prestozon month ad spend or $1K/month for a includes on-boarding call. 2443 Fillmore St., #529 single account spending $100K/month • All agencies and partners receive San Francisco, CA 94115 on ad spend. priority support, and additional benefits T: 951-977-3786 • Agency partner pricing available that through the Prestozon Agency Partner prestozon.com aggregates pricing across account Network. portfolios. Partnerships are priced on a month- to-month basis.

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Vendor proﬁles

Quartile Company overview 420 Lexington Ave., Suite 2415 New York, NY 10170 • Founded in 2016, T: 646-760-6621 • Approximately 26 employees. quartile.com • Quartile helps agencies and brand marketers optimize Amazon advertising through AI-driven proprietary advertising technology designed to optimize and improve Key customers Amazon ad spend. Quartile manages $1B-plus in Amazon sales for 2,300 brands. The ad system monitors and tracks sales performance of the brand product catalog, Bom Dia Brands including by order, revenue, cost, CPC and ACoS. The company is privately funded Burt’s Bees and has an additional London-based office. Capezio Clorox Continental Sodastream

Key executives

Daniel Knijnik, CEO Sylvio Lindenberg, Co-founder & CMO Luiz Eduardo Fracao, Co-founder & COO Alexandre Ely, CTO

Editor’s note: Quartile representatives weren’t available to provide or verify information for this proﬁle by the time of publication. It was compiled based on company website and publicly available data.

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Vendor proﬁles

Target customer

• Small, medium and large Amazon sellers; start-up brands to international brands. Seller Labs 1 Press Pl., Suite 200 Company overview Athens, GA 30601 • Founded in 2013. T: 404-909-8251 • 175 employees. sellerlabs.com • Software, services and support partner for 40,000-plus Amazon sellers. • Acquired X-Cart, a downloadable PHP/MySQL shopping cart platform, in October Key customers 2019. • Product suite, including Feedback Genius, Ignite, Scope and Quantify, addresses the Ann Arbor T-shirt Company complexities of selling and advertising on Amazon. Bear Paws • Additional offices in Charleston, SC and Ulyanovsk, Russia. Death Wish Coffee Goal Zero Vermont Teddy Bear Product overview • Seller Labs Ignite is a premium advertising automation solution for Amazon sellers Key executives looking to simplify and improve campaigns through AI-based optimization. Hank Harris, CEO Platforms and ad types/formats supported Jeff Cohen, CRO Katie Reilly, VP of Product • Amazon (Sponsored Product Ads and Sponsored Brand Ads) Molly Bryant, VP of Marketing Bid management

• AI-based bids are updated daily and the platform can automatically adjust keyword bids to reach target Advertising Cost of Sale (ACoS). • Performs complex data analysis of search term queries. Poor-performing search terms can be automatically negated, while high-performing search terms are offered as new keyword recommendations.

Reporting metrics

• Analytics available for 24-months of data – beyond Amazon’s standard 60 days.

Additional digital commerce functionality

• Ignite focuses on advertising optimization. • Seller Labs’ tool suite includes separately priced modules for keyword research, automated buyer-seller messaging and reviews, inventory tracking, profit analysis and advanced business reporting.

Pricing and support

• Annual contracts are not required. • Free trials are available. • Pricing based on total monthly ad spend. Plans start at $59/month. Average pricing is $499/month for customers spending $10K/month on advertising. • Supports agencies, sellers and brands by connecting multiple accounts and marketplaces for ad management.

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Vendor proﬁles

• Multi-user management and access • Add-on consulting services available, provisioning is provided. depending on customer needs. • Wizard-based onboarding and • Managed Services division offers Seller Labs integration. Amazon sellers, brands and agencies 1 Press Pl., Suite 200 • Unlimited email, chat and phone the ability to leverage in-house experts Athens, GA 30601 support included in pricing. to improve advertising processes. T: 404-909-8251 Enterprise customers with an sellerlabs.com annual contract receive dedicated Account Managers with full onboarding assistance and “white- glove” support.

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Vendor proﬁles

Target customer

• Mid-market and enterprise brands that sell and advertise on Amazon Seller Central and Vendor Central. • Digital and media agencies that manage Amazon ad accounts. Sellics 575 Fifth Ave., 8th Fl. Company overview New York, NY 10017 sellics.com • Founded in 2014. • 110 employees. Key customers • Raised $10M in a September 2019 Series A led by Frog Capital.

Beekeeper Marketing Product overview Bosch Dentsu Aegis • Full-service solution to manage Amazon ad performance, inventory and financials. Lego • Modules for Content Monitoring/SEO, Review Management, Buy Box and Profits. Rise Interactive • Real-time advertising and product performance reporting. Unilever • Complements and augments the performance data available in the Amazon Advertising UI. Key executives Platforms and ad types/formats supported Franz Jordan, CEO • Specializes in the Amazon platform (Sponsored Products and Sponsored Brands), Thomas Ropel, CMO offering solutions for those who sell on Seller Central as well as Vendor Central. Jossi Vataman, CTO David Iankelevich, GM, Bid management North America • Uses AI-based software supported by predictive insights and automation based on machine-learning algorithms. • Additionally offers rules-based automation, to provide flexibility and control over campaigns, bids and keywords. • Bids are updated on a daily basis.

Reporting metrics

• In addition to the reporting metrics within the Amazon Advertising UI, Sellics provides the following metrics: SKU- and parent-level profit. Aggregate profitability on all products across seasonality, including CoGS, holding costs, Amazon-incurred fees, returns and rebates. Overspend: Sub-optimal bids and spend on ads that do not result in sales. All reporting metrics related to automation. Ad placement and position performance, including ranking analysis. Change logs: View into user actions, rules sets/artificial intelligence (AI), and the direct effect on performance, including sales, ACoS and impressions.

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Vendor proﬁles

Additional digital commerce Pricing and support functionality • Each account can have several users, • Sellics offers the following solutions to and a brand (company) can have users: Keyword and product research; multi-accounts for different Amazon Sellics rankings, and content management Marketplaces worldwide. 575 Fifth Ave., 8th Fl. and Optimization (SEO); inventory • Vendors and sellers at the same New York, NY 10017 management; PPC management account can connect both Seller sellics.com (including AI and rules-based Central information and Vendor Central automation); competitor monitoring; information in one account and through customer reviews management; one tool. content monitoring; price monitoring; • Seller Edition pricing ranges from $200/ profit; sales performance; and buy box month - $2,500/month. monitoring. • Vendor/Agency Edition pricing ranges from $400/month - $6,000/month. • An annual contract is not required. • Free trials are available.

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Vendor proﬁles

Sellozo Company overview 300 E 39th St. Kansas City, MO 64111 • Approximately 12 employees Sellozo.com • Sellozo offers an à la carte suite of intelligent tools for Amazon sellers. The company is privately funded. Sellozo’s core offerings, Insights & Analytics with Financial Key customers Reporting, provide Amazon sellers with an enhanced and complete view of their sales and product data, paired with both organic and sponsored sales and performance Not disclosed. data. An Ad Automation add-on tool optimizes Amazon Sponsored Product listings. The Repricer add-on automatically adjusts product prices, based on user-specified Key executives criteria specified to win and stay in the Buy Box.

Nic Delorme, CEO Jolie Meyer, Co-founder, Team Lead, Engineering Doug Harris, Head of Sales Brock Gettemeier, Head of Customer Support

Editor’s note: Sellozo representatives weren’t available to provide or verify information for this proﬁle by the time of publication. It was compiled based on company website and publicly available data.

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Vendor proﬁles

Target customer

• Retailers, with customers spanning nearly all verticals and covering both B2C and B2B segments. These range in size from online-only specialty merchants to Top 15 Sidecar retailers in the U.S. and worldwide. 1 S. Broad St., Floor 20 Philadelphia, PA 19107 T: 215-717-2730 Company overview getsidecar.com • Founded in 2012. • 200 employees. Key customers • Raised a total $33.5M, including a $7.5M C Series in July 2019. Primary investors include Harbert Growth Partners, Osage Venture Partners and Ascent Venture 4imprint Partners. Century 21 Crate and Barrel Dermstore (division of Target) Product overview Moosejaw (division of Walmart) • Sidecar for Amazon: Uses algorithms that are customized by retailers’ product catalog Under Armour data, marketing goals and consumer search behavior, and powered by advanced AI and natural language processing (NLP), to continuously manage campaign structure, Key executives keywords and bids. • Sidecar for Shopping (Google and Bing): Provides continuous learning algorithms Andre Golsorkhi, to develop a deep understanding of a retailer’s catalog and product performance. Founder and CEO Dynamically manages and optimizes campaign structure, bids, modifiers and search Saroosh Ahmed, CFO queries across the entire product catalog. George Thomas, VP, Product • Sidecar for Paid Search (Google and Bing): Uses machine-learning technology to leverage a retailer’s search query data and product feed to create and manage all Chris Corrado, VP, critical aspects of paid search, including campaign structure, product groups, ad Customer Strategy copy, landing page selection, keyword lists and bids.

Platforms and ad types/formats supported

Amazon (Sponsored Products, Sponsored Brands and Display Ads), Microsoft Ads (Text and Shopping ads), Facebook/Instagram dynamic ads, Google (Text and Shopping ads), Pinterest (Shopping ads)

Reporting metrics

• Sidecar Connect allows users to see comprehensive and actionable views across performance marketing platforms. Stores data for multiple channels and longer than Amazon’s native reporting tools. Enables retailers to see omnichannel, long-tail trends across the purchase journey.

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Vendor proﬁles

Bid management bids that surface bestsellers and pulling back spend on low performers. • Aggregates customized retail and The automated technology is always retailer-specific datasets, and leverages on to ensure structure is continually Sidecar AI to analyze past performance and optimized. 1 S. Broad St., Floor 20 trends that help to predict future • Advertisable product list generation: Philadelphia, PA 19107 performance. Generates a list of products eligible for T: 215-717-2730 Automatically optimizes to advertising based on margins or brand getsidecar.com customer goals. Each campaign policies. Automated process works across any channel can be off a set of retailer-defined business configured to work towards any rules, eliminating the need to manually goal (i.e., ROAS, C/S, CPA) and/or exclude products from campaigns. budget. • Machine-learning automation Pricing and support continuously analyzes data to make adjustments that evolve the campaign • An annual contract is not required. structure, bids, bid modifiers and query • Free trials are not available. segmentation to achieve the best • Pricing terms vary based on ad/media possible performance. spend and product catalog size. • Leverages advanced search query • Pricing includes implementation management backed by natural (one-time fee), ongoing channel language processing (NLP) to identify management and on-demand access to the purchase intent tied to queries and Sidecar Connect. adjust bids accordingly to maximize • Onboarding typically takes two weeks, efficiency. depending on channels purchased, data and feed quality and catalog Additional digital commerce size, and includes a dedicated functionality Implementation Specialist. • Customer support includes the online • Search query management: Evaluates help center and a dedicated account search queries using NLP to identify team to discuss business goals and new terms buyers use to discover a initiatives for the channels under retailer’s products. management, and create a strategy • Campaign Structure Builder: Creates that is both optimized for each specific an optimized campaign structure channel and appropriate across the by assigning products to similarly entire portfolio. performing ad groups, placing smart

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Vendor proﬁles

Target customer

• SMBs to enterprises across all verticals that sell products on Amazon.

Company overview Teikametrics 280 Summer St., 9th Fl. • Founded in 2013. Boston, MA 02210 • 95 employees. T: (855) 846-2677 • A member of Amazon’s Development Council. teikametrics.com • Raised $10M in an October 2018 Series A funding round. • Optimizes more than $6B in gross merchandise volume (GMV) worldwide. Key customers • Additional offices in Seattle, WA and Bangalore, India.

Clarks Product overview Nutribullet RugsUSA • Uses a deep algorithmic-driven approach to Amazon advertising focused on maximizing client profits. Key executives • Service-driven with a large team of analysts that help clients strategize, create and manage campaigns. Alasdair McLean-Foreman, CEO • Works directly with major retailers to develop branded commerce advertising Srini Guddanti, Chief Product marketplaces. Officer Aatish Salvi, CTO Platforms and ad types/formats supported John Shea, Chief Growth Officer • Amazon (Sponsored Products, Sponsored Brands and Amazon DSP)

Bid management

• AI-driven bid engine is based on specific campaign-level goals set by the client around desired profitability, taking into account ad price, associated Amazon fees and cost of goods sold. • Automatically optimizes bids towards client goals on Amazon, with hourly bid updates.

Reporting metrics

• Profitability metrics for gross margin, estimated gross profit, bid change history, maximum ad cost of sale (MACS), tracking of keyword changes to a given campaign, advertising cost of sale calculations -- including both ad-derived and organic sales, reporting on SKUs to advertise or not advertise based on profitability metrics, and product-level reporting across every metric and campaign.

Additional digital commerce functionality

• Offers campaign keyword recommendations for addition and removal, bid suggestions based on campaign-level MACS goals and SKU-level profitability estimates.

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Vendor proﬁles

Pricing and support selling across multiple brands and/or geographies. • No annual contract required. • Customer support includes chat and • Free trials are available. an integrated online Help Center • Hybrid flat-fee pricing model that varies that features written and video Teikametrics based on ad spend, client size and the content on product functionality and 280 Summer St., 9th Fl. need for managed services. troubleshooting. Boston, MA 02210 Flat fee ranges from $200 to • Add-on managed services available T: (855) 846-2677 $4,000/month. and include Teikametrics analyst- teikametrics.com Percentage of monthly Amazon ad led onboarding, campaign creation, spend ranges from 2-7%. customized reporting and customized • Supports the management of advertising strategies based on brand advertising activity across multiple and industry needs. Amazon seller accounts within a single user profile. This includes clients

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Vendor proﬁles

Target customer

• Amazon sellers.

Zon Tools Company overview 11923 NE Sumner St. Suite 868181 • Founded in 2018. Portland, OR 97250 • 20 employees. T: 904-479-5195 • Privately funded. zon.tools Product overview Key customers • Zon.Tools is a full-service enterprise automation and management solution for Not disclosed Amazon Sponsored Products. • Automates all Sponsored Products best practices, with flexibility to adapt to PPC Key executives strategies and goals.

Stefano Starkel, Platforms and ad types/formats supported CEO & Strategy Designer Tarik Ozkan, CTO & • Amazon (Sponsored Products). Chief Developer Bid management

• AI-driven bid optimization updated four times daily to reach customer goals.

Reporting metrics

• Dashboard displays all metrics in 7-day and 30-day conversion windows. • Automated management of dashboard for search terms.

Pricing and support

• Supports all Amazon marketplaces that have Sponsored Products availability, including the U.S., Canada, Mexico, Japan, India, the UK, Germany, France, Italy and Spain. • Pricing based on ad spend, and averages $80/month. • Annual contracts are not required. • Free trials are available. • Onboarding, strategy calls, Slack channel, online tutorials and support tickets are included in customer support.

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Resources

Websites

DigitalMarketingDepot.com MarketingLand.com MarTechToday.com

White Papers and Research Reports

Why Retailers Are Getting into Digital Media, eMarketer, November 5, 2019 eMarketer Amazon Ad Revenue Forecast Estimates 2019, eMarketer, November 4, 2019

Amazon Will Disrupt The Advertising Ecosystem, Forrester Research, September 3, 2019

The Future of Retail Metrics, Deloitte U.S. 2019

Acclimating to Amazon’s Advertising, Gartner Research, July 31, 2019

News Articles

CPG marketing platform Quotient buys location data provider Ubimo, Published by MarTech Today, November 12, 2019

IAB: First-half 2019 online ad spending reaches $58 billion, but growth is slowing. Published in Marketing Land, October 21, 2019

The Importance of Blending Budgets. Published by the American Marketing Association, August 30, 2019

Microsoft acquires e-commerce advertising vendor PromoteIQ. Published by MarTech Today, August 5, 2019

Target ups its ad efforts with revamped media company, Roundel. Published by TechCrunch, May 2, 2019

Walmart’s Vudu shows off original content and shoppable ads, hints at interactive shows. Published by TechCrunch, May 1, 2019

CPGs Find Powerful Partners As Retailer Ad Platforms Vie With Amazon. Published in MediaPost, April 16, 2019

Amazon Has a Big Advertising Business. Walmart Wants One Too. Published by Bloomberg, February 11, 2019

Amazon’s ad business continues to soar, topped $3 billion for first time in Q4. Published by MarTech Today, January 31, 2019

How can Amazon chip away at the duopoly? Published by Marketing Land, October 30, 2018

Amazon reports 3rd straight quarter of triple-digit ad revenue growth. Published by MarTech Today, October 26, 2018

Amazon advertisers are in the market for campaign automation tools. Published by MarTech Today, October 26, 2018

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Resources continued

Scott Galloway: Amazon is ‘beating up’ on Google, Facebook and Apple. Published in AdAge, October 4, 2018.

Walmart buys a VR company on its way to invent ‘contextual commerce’. Published by MarTech Today, February 7, 2018

Criteo integrates LiveRamp’s IdentityLink into its Commerce Ecosystem. Published in MarTech Today, November 17, 2017

Criteo set to acquire HookLogic - Published by Marketing Land, October 4, 2016

Vendor Content

The 4 optimization techniques from Google you can use with Amazon Ads today. Sponsored byline by Optmyzr

Advertising on Amazon: Q3 2019 CPC Report. White Paper by Pacvue.