Adaptly unveils paid media platform for PR firms

Advertising software company Adaptly has launched a tool for PR agencies that are moving into the paid media space.

NEW YORK: Advertising software company Adaptly has launched a tool for PR agencies that are moving into the paid media space.

The company's Go platform allows PR firms to create campaigns and set targets across multiple networks in a few clicks, rather than creating them one-by-one, such as on Facebook.

Adaptly is one of four companies recently selected as a Twitter Ads API partner, meaning it has been able to build software on the social media site's advertising interface. Adaptly already had a similar partnership with Facebook.

The platform features an insights dashboard that provides social metrics and actionable analytics designed to help firms compare the value that their paid media campaigns generate, alongside earned media efforts.

The service also has a budget allocator, which can help the advertiser shift its spending to the most effective campaigns, as well as bulk campaign functionality that allows advertisers to manage their workflow across sites.

The Go platform is now in beta. Trial partners include Weber Shandwick, beauty brand Ulta, and branding and ad shop The Richards Group.

“The number of paid opportunities is fragmenting every day and getting more complex. The sheer number of ways to take advantage went over the head of some PR agencies, because the metrics for success are defined differently,” said Nikhil Sethi, CEO and co-founder of Adaptly. “Media agencies are very different from PR agencies. We make it simpler and more relevant for someone who doesn't understand paid media by not just using traditional paid media metrics, but ones like reach and share of voice.”

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