Ebiquity launches Portfolio Digital product in UK

Independent marketing and media analytics consultancy Ebiquity announced the launch of Portfolio Digital, a new digital ad intelligence platform designed to monitor online display advertising on Thursday.

The AIM-traded firm said the UK launch of the platform followed the successful release of Portfolio Digital in Australia at the start of 2017.

It said Portfolio Digital allowed its subscribers to track competitors' media strategy, messaging and tactics, including how much and how frequently they were spending, how their advertisements appeared in situ, and their position on the web pages where they appeared.

The company explained that it did this by capturing thousands of UK web pages for both desktop and mobile audiences, and reporting on a number of digital advertising formats such as web page takeovers, interactive media and embedded video, as well as traditional display.

Ebiquity said the platform included a “unique spend calculation model” which provided an up-to-date estimation of actual expenditure.

“This has been devised by Ebiquity's global media experts, taking into account all the key factors in the ad buying process, including programmatic, direct buy, ad format, and site category,” its board said in a statement.

The service would be rolled out to key markets in Europe as well as the US later in the quarter, it confirmed.

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