The digital advertising platform MatchCraft announced today that it now supports YouTube Video Ads. This fills out the platform’s existing ability to support search, display, and social campaigns.
This means that MatchCraft’s customers (including agencies and resellers) can manage YouTube video ad campaigns via MatchCraft’s team. And they can also access detailed results reporting through the MatchCraft AdVantage platform.
According to MatchCraft, the integration of reporting for YouTube Video Ads into MatchCraft’s AdVantage platform helps resellers and agencies access and analyze their video ad data. Advertisers and campaign managers can each view reports on impression, engagement, and conversion data, and other metrics. And they can use the metrics to support decisions about their video ad campaigns. The new feature also provides users with real-time analytics. This allows managers to make adjustments to campaigns as needed.
We asked MatchCraft’s CEO Sandy Lohr to share some thoughts on the significance of this new capability.
“With the addition of YouTube Video Ads, we’re meeting the growing demand for scalable growth in local advertising,” Lohr told Localogy Insider. “As YouTube spend is projected to surpass $8 billion in 2023, we’re confident in our ability to drive results and help our partners connect their advertisers with consumers on the world’s largest video platform.”
Big Day in Local Search M&A: Vendasta Acquires Matchcraft
One Year Later
It has been just over one year since the Canadian digital marketing platform Vendasta announced that it had acquired MatchCraft for an undisclosed amount. Not a lot has visibly changed since the deal. MatchCraft continues to operate independently and maintain its existing branding. MatchCraft does, however, now refer to itself as “a Vendasta company.”
At the time the acquisition was announced, Vendasta CEO Brendan King declared that MatchCraft helped Vendatas complete its tech stack.
“MatchCraft provides best-in-class AdTech software, servicing a total addressable market of over $150 billion. The Vendasta platform services the MarTech, productivity, and eCommerce stacks that have over a $220 billion total addressable market,” King said last January.
“Together, our platforms will give us the opportunity to provide all of our channel partners with the ability to service more of our SMB customers’ needs. And provide our combined entity with a $370 billion total addressable market.”
