Month: July 2023

The large supermarket chain is rolling out its new data-driven, one-stop-shop ad platform to all marketers in the fall. Kroger is breaking away from Microsoft to take its advertising platform – Kroger Precision Marketing – in-house. The new system, which the grocer has spent the last year working on, is currently in beta but all marketers are set to transition in the fall. Why we care. With 2,700 stores across 35 states, Kroger is the largest supermarket chain in the US and has historically worked with more than 2,000 brands. Marketers…

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Acquisio’s platform takes a machine learning-supported approach to paid search programs. Acquisio, which provides SEM campaign management tools for enterprises and small businesses, was acquired by Web.com. Web.com has many thousands of small business customers, who buy web hosting and a range of digital marketing services, including search, social and e-commerce. The terms of the transaction, announced Wednesday, were not disclosed. Montreal-based Acquisio has invested heavily in developing machine learning and automation capabilities over the past several years. Web.com, based in Jacksonville, Florida, said in an email that it will be broadly applying…

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Impression share may not be the ultimate measure of paid search success, but columnist Jacob Baadsgaard shows how tracking this metric can lead to paid search improvements that can really boost your bottom line. Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. In fact, I’ll admit that I’ve argued for years that impressions really aren’t an important measure of paid search success. However, while I still strongly believe that ROI — not impressions, clicks or conversions — is the ultimate gauge…

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