Dream Agility throws another disruptive spanner in the ad tech works
Dream Agility’s reputation as a provocateur amongst the UK tech community was given a boost recently when the news filtered through that we had passed the eBay Developer Program’s rigorous compliance tests enabling us to provide innovative next generation solutions for our clients.
Marketplaces and paid search are usually considered mutually antagonistic by online retailers with, for example, Google PLAs (Product Listing Ads) vulnerable to cannibalisation by marketplace entries. Dream Agility is, however, turning that opinion on its head.
Dream Agility CTO Glyn Powditch said of the eBay decision: “We feel that it provides the perfect mix of the paid search of, say, Google and one of the best online marketplaces. People tend not to give inventory data belonging to online marketplaces the same level of attention that paid search requires. Opening up this data to the scrutiny of the Dream Agility platform will, however, improve conversion rates dramatically.”
Having earlier this year been recognised as Google Partner EMEA Winner for New Business, the news that we are now a member of the eBay Developers Program was heralded as a complementary and, for an agency, a singular breakthrough.
“Agencies have traditionally kept away from the online marketplace as it is a challenging arena to monetise”, continued Powditch. “What Dream Agility is aiming to do is to apply the same intelligent, high-end approach to marketplace as to paid search for the benefit of our clients.”
News of our achievement in gaining access to eBay’s development platform came only a day or two in advance of the announcement that we had been placed in two finalist categories at the 2016 Digital Entrepreneur Awards: for Digital Business (Small) of the Year and for Software Innovation of the Year. The ceremony will be held on 9th November at the Palace Hotel in Manchester city centre.
Powditch commented: “We are delighted to be nominated for a second time in as many months for another prestigious award following our nomination at the forthcoming Northern eCommerce Awards 2016.”
Last, but not least, in September Dream Agility is planning to release a smaller version of its enterprise platform to cater for retailers with smaller budgets and smaller feeds but who want to see similar sales uplifts as those merchants on a full service solution. eBay will be an available channel alongside Google, Bing, Affiliate Window and Amazon.