Gannett's PointRoll Expands 'Dynamic Data Services' Division

By: E&P Staff PointRoll Inc., Gannett Co.'s developer of rich media technology solution, announced an expansion of its Dynamic Data Services division Tuesday.

"The new division was created to help meet demand for the company's Dynamic Data ad units, which have been increasingly embraced by PointRoll's advertiser clients over the past several years as an effective way to boost sales," Conshohocken, Pa.-based PointRoll said.

PointRoll's Dynamic Data service turns advertiser data into custom targeted ads containing such "in-demand information" as local product inventory, pricing and promotional offers.

An automotive advertiser, for instance, could display local dealer inventory and pricing. Travel companies can display current fares originating from the user's location.

PointRoll's service accepts data feeds in virtually any format and converts them to a standard structure for application in rich media ads. Proprietary logic is used to segment data based on geography or other characteristics and display relevant information to users each time an ad is served.

That way, PointRoll said, the Dynamic Data service can generate hundreds of individual ads from a single unit so that minimal creative resources are needed to deliver tailored results.

PointRoll said it has developed enhanced product-level tracking, enabling advertisers to measure performance on specific categories, products, brands or even SKU's within rich media ad units.

"This product-specific performance can be tied to resulting conversions and sales on clients' web sites, providing advanced intelligence and optimization opportunities for advertisers," the company said.

"By working with our Dynamic Data Services division, advertisers are able to connect with customers by incorporating user-specific information online in an accessible, easy-to-use format," PointRoll CEO Chris Saridakis said in a statement. "The convergence of dynamic content, user targeting and rich media interactivity results in a highly positive brand experience, and ultimately, increased sales."