A Q&A with Mark Weiss, Magnetic’s VP of Engineering
What are you most excited about by acquiring Adnamic?
The acquisition of Adnamic signals tremendous growth for Magnetic; however, for me, an equally exciting part of this partnership focuses on the technology. By combining Adnamic’s capabilities with Magnetic’s existing platform, we gain complete control over our product’s interaction with our audience and complete access to all of the data generated through the ad targeting process. We can now look beyond search data and gain insights into audience data collection and variables that impact real-time decision making, such as identifying the most valuable ad to show to a specific user, the optimal price, previous pages viewed, etc.
By analyzing multiple data points, we’re able to improve the performance of our product, while generating key insights that we can then pass on to our advertiser clients. By controlling every step of the advertising process, we are ultimately better equipped to deliver robust analytics and reporting, which in turn helps our advertising team optimize campaigns. Adnamic is helping us to propel forward into the real of heart of the data – analytics. It will be a fascinating few months as we work to build and evolve a platform beyond its existing model.
How will this enhance Magnetic’s product?
Technology is the heart of our business. Adnamic’s platform technology is a great compliment to our existing infrastructure and will strengthen our product in a way that ultimately benefits our clients. Through this partnership, we will be able to improve campaign performance by making more precise decisions based on deeper insights into our audience search data, and access to complete data sets. In other words, we will become even more effective at reaching more customers who are interested in the message being delivered, which will ultimately drive performance.
What do you hope to achieve by acquiring Adnamic?
We will improve our platform by increasing its ability to operate on larger scale. We will also enrich our analytics platform to consider more data and make richer, more effective calculations about the value of each keyword and audience members for each campaign. Lastly, we will combine our years of experience with greater reach, control and access to data, in order to extend our market-leading position in search retargeting.
How will Adnamic fit into Magnetic’s organization?
The acquisition of Adnamic was a powerful next step for Magnetic’s organization. Our technology integration is already underway and I’m thrilled to welcome Joe Presbrey, founder and CTO of Adnamic, to Magnetic’s engineering team. We share a love of high-performance, distributed computing systems and the ability to extract knowledge from large data sets. And most importantly, we all believe in the same core engineering values: simplicity, efficiency and measurement over argument.