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Cross-channel ad platform AdStage launches an API, preps for more integrations
The company says AdStage V2 is designed for integrations beyond major search and social channels.
AdStage, the platform for managing search and social pay-per-click campaigns, is set to expand the number of channels it supports and add integrations with marketing automation and customer relationship platforms for campaign targeting, optimization and reporting. AdStage V2 launched on Thursday, along with the AdStage Universal Data API, which lets advertisers import cross-channel campaign data into other platforms for reporting and intelligence.
The company says AdStage V2 will soon support more channels such as Snapchat, Pinterest and DoubleClick and integrate with third-party applications such as Salesforce, HubSpot, Google Analytics and more. AdStage already integrates with Google AdWords, Facebook, LinkedIn, Twitter and Bing Ads. The platform enables marketers to manage nearly all aspects of their digital campaigns across these channels.
“Imagine automatically generating cross-channel reports that show not just ad click performance data but also pull in lead data from your systems of record like HubSpot or Salesforce,” said AdStage CEO Sahil Jain. Those types of integrations will then enable advertisers to manage campaigns and ad creatives based on metrics beyond CTR and conversion rates to customer lifetime value data pulled from customer relationship management and marketing automation platforms, for example.
The AdStage Universal Data API lets marketers pull PPC data from all of the channels AdStage supports into business intelligence tools, databases and other platforms. Hired and DOMO are among the companies that have been using the API ahead of its general release.
“It’s saved us a lot of time and effort as we’ve been able to automate more of our internal reporting and get access to LinkedIn ad data via API,” said Paul Severts, senior digital marketing manager at DOMO, in a statement.
The company says agencies and advertisers ran over $309 million in ad spend through the platform in 2016.