AudienceProject unveils enhanced interface for improved campaign management

AudienceProject this week announced significant updates to its AudienceReport platform. The enhancements, which include a new 'Campaign' entity and an improved user interface, aim to provide marketers with better campaign oversight and align the platform more closely with industry standards. This update comes as part of AudienceProject's ongoing efforts to empower marketers with tools for effective cross-media measurement and decision-making.

According to Aske Østergård, Vice President of Products at AudienceProject, the new features are designed to streamline campaign management and provide users with a more intuitive experience. The introduction of the 'Campaign' entity represents a major step towards aligning AudienceReport's taxonomy with that used by leading demand-side platforms (DSPs) in the advertising industry. This alignment is crucial for marketers who often work across multiple platforms and need consistency in how campaigns are structured and measured.

The new 'Campaign' entity allows users to organize multiple reports under a single campaign umbrella. This hierarchical structure provides a more comprehensive view of both active and completed campaigns, enabling marketers to assess performance more holistically. By consolidating related reports within a campaign, users can more easily track progress towards campaign objectives and compare results across different initiatives.

One of the key technical improvements in this update is the enhanced navigation system. AudienceProject has introduced a sidebar that offers quick access to various sections of the platform. The sidebar includes dedicated areas for 'Campaigns' and 'Items'. Under the 'Campaigns' section, users can access all campaign-related reports and data. The 'Items' section is where users can manage their DSP campaigns, insertion orders, and line items, providing a clear separation between overall campaign strategy and specific tactical elements.

Additionally, the 'Integrations' section has been moved to the sidebar, making it easier for users to manage their connections with other platforms and data sources. This change reflects the growing importance of data integration in modern marketing analytics and the need for seamless connections between various marketing tools.

To help users adapt to these changes and maximize the value of the platform, AudienceProject has introduced interactive product tours. These guided walkthroughs start with an overview of the new sidebar and progressively introduce users to various features and functionalities of the platform. The tours are designed to cater to both new users, helping them get started quickly, and existing users who need to familiarize themselves with the new layout and features.

The introduction of these interactive tours addresses a common challenge in software updates: user adoption. By providing in-platform guidance, AudienceProject aims to reduce the learning curve associated with the new interface and ensure that users can quickly take advantage of the enhanced capabilities.

From a technical standpoint, the update to AudienceReport represents a significant overhaul of the platform's user interface and underlying data structure. The introduction of the 'Campaign' entity likely required changes to the platform's database schema to accommodate the new hierarchical relationship between campaigns and reports. This type of structural change often involves complex data migration processes to ensure that existing user data is correctly mapped to the new format without loss of information.

The improved navigation system, with its new sidebar, suggests a reimagining of the platform's front-end architecture. Modern web development practices often employ component-based frameworks that allow for more modular and maintainable user interfaces. The sidebar, as a persistent navigation element, likely utilizes such an approach, potentially improving the overall performance and responsiveness of the platform.

The interactive product tours represent another layer of technical implementation. These tours typically utilize a combination of JavaScript and CSS to overlay instructional content on the actual user interface, guiding users through various features in context. This approach to user onboarding and feature discovery has become increasingly popular in software-as-a-service (SaaS) products, as it allows for more effective knowledge transfer compared to traditional documentation or video tutorials.

AudienceProject's focus on aligning its platform with industry standards reflects the broader trend in the martech industry towards interoperability and standardization. As marketers increasingly rely on a stack of various tools and platforms to execute their strategies, consistency in how data is structured and presented across these tools becomes crucial. The alignment with DSP taxonomies, in particular, suggests that AudienceProject is positioning AudienceReport as a complementary tool that can easily integrate into existing workflows and data ecosystems.

The timing of this update is significant, coming at a point when the digital advertising industry is grappling with major changes in how user data is collected and utilized. With the phasing out of third-party cookies and increased privacy regulations, tools that can provide accurate, privacy-compliant audience measurement are becoming increasingly valuable. AudienceProject's enhancements to AudienceReport appear to be positioning the platform to meet these evolving needs.

Looking ahead, Østergård hinted at further enhancements planned for later in the year, suggesting that this update is part of a larger roadmap of improvements. These future updates may build upon the foundation laid by the new campaign structure and user interface, potentially introducing more advanced analytics capabilities or integrations with emerging advertising channels.

Key facts about AudienceProject's AudienceReport update

• Announced on August 22, 2024
• Introduces a new 'Campaign' entity to align with industry taxonomy
• Implements a new sidebar navigation for easier access to platform sections
• Moves the 'Integrations' section to the sidebar for improved management
• Introduces interactive product tours to guide users through new features
• Aims to provide better overview of both active and ended campaigns
• Aligns with taxonomy used by leading demand-side platforms (DSPs)
• Allows organization of multiple reports under a single campaign
• Separates 'Campaigns' and 'Items' in the navigation structure
• Hints at further enhancements planned for later in the year