Hydra, operator of the
largest performance-based multichannel online advertising platform,
today announced the introduction of its next generation, proprietary
campaign tracking software HNv2. Currently in beta testing with select
publishing partners, HNv2 protects advertisers by introducing new
controls to proactively prevent fraud and the promotion of campaigns in
unauthorized channels. To ensure greater reliability and accuracy in the
tracking of conversion data, HNv2 also employs cookie-less tracking. At
the same time, the new system provides Hydra publisher partners with a
wide range of enhancements designed to save time and increase revenue.
"Hydra is already regarded as offering one of the most
accurate and easiest to use tracking software platforms in the industry,
Hydra’s new HNv2 offers a previously unheard of level of information
exchange and fraud protection to our partners," said Zac Brandenberg,
CEO of Hydra. "By redesigning it from the bottom up based on input we
solicited from both our publishing partners and advertisers, we were
able to create what we believe is the best platform in the industry."
Hydra’s new HNv2 software provides new tools for eliminating
fraud and ensuring compliance with advertisers’ guidelines across all
major online channels — search, display, email and social media. For
example, it employs new search monitoring technology that automatically
sends alerts any time a media partner is promoting via search for
campaigns that do not allow search as a channel. Hydra’s new software
also supports cookie-less in addition to traditional cookie-based
tracking by capturing and storing a wide range of data associated with
each click. As a result, it is able to prevent duplicate actions from
being generated by the same click, automatically remove bot-generated
traffic, and support compliance monitoring by providing the exact
referrer source of the click that drove a specific action. Publishers
benefit from cookie-less tracking as well by gaining credit for
conversions for that portion of consumers who have cookies turned off in
their browsers.
Hydra’s HNv2 software also provides an all-new publisher
interface that allows users to access detailed campaign information and
performance data all from within a single, all-in-one dashboard design,
thus eliminating the need to navigate to or load additional web pages.
Publishers looking to select which Hydra campaigns to run will also have
more powerful search capabilities in the new system. Publishers can
search campaigns by product vertical, allowable promotion channels,
payout, target audience, and more. In addition, HNv2 allows publishers
to easily place and manage their own third party tracking pixels, and
activate or disable pixels with a single mouse click. Beyond these
visible differences, the one feature publishers will immediately notice
is the new interface’s speed. Underpinned by an entirely new database
and caching architecture Hydra quietly introduced last year; running
searches and complex reports in the new campaign browser return results
in a fraction of a second.
Of benefit for both advertisers and publishers, Hydra’s new
HNv2 software now reports on traffic and revenue for every ad creative
unit that is published, allowing for A/B creative optimization and
advanced data analysis on their traffic. Hydra will be adding new
features including the addition of an API to support external tools, and
the ability to port data to multiple formats such as RSS feeds, desktop
widgets, mobile phones and more.
"Hydra HNv2 provides marketers with powerful tools and
actionable data previously unavailable in online marketing," said Mason
Wiley, SVP of Marketing for Hydra. "By helping to eliminate the
possibility for fraud, and by providing a unique, customer-centric
design that anticipates users’ needs and delivers campaign reporting in
real time, we believe it’s a major step forward for making
performance-based network distribution safe for brands."
