by Laurie Sullivan

Kenshoo has completed more than 50 integrations with third-party systems, ranging from display ad servers to Web analytics tools. The goal to bring all relevant data into Kenshoo allows advertisers and agencies to see the impact of combined search and social advertising efforts.

From a service level agreement, advertisers and agencies still have individual contracts to sign with each platform to deploy their technology. The benefits of integrations come into play more when it comes to reporting, attribution, and campaign management, not in terms of simplifying terms and conditions. Kenshoo CMO Aaron Goldman doesn’t think it makes the contract process more complex, but it can lower the price.

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