Hydra Debuts Next Generation Ad Network Tracking Software

BEVERLY HILLS, Calif., March 3 /PRNewswire/ -- Hydra, operator of the largest performance-based multichannel online advertising platform, today announced the debut of its next generation, proprietary campaign tracking software, HN 2.0.  Designed to offer advertisers increased compliance and fraud protection, increased accuracy and more powerful performance analytics as well as a more powerful user interface for Hydra publishing partners, the network-wide introduction of HN 2.0 comes on the heels of a successful three-week beta test by approximately two dozen publishers and a select group of Hydra's advertising clients.

"Based on the tremendous feedback we have received from both advertisers and publishers, we are confident that HN 2.0 is the most sophisticated and powerful campaign management platform in the performance marketing space today," stated Zac Brandenberg, CEO of Hydra.  

"As an agency representing brands like Kraft, Geerlings & Wade and Dennis Publishing, we are responsible for delivering high volumes of high quality new customers. The new anti-fraud and granular campaign management tools introduced by Hydra with HN 2.0 are enabling us to do just that with far more insight and control over quality than ever before," added Jim Fosina, CEO of Fosina Marketing Group.

Among HN 2.0's offerings are a variety of tools aimed at eliminating fraud and ensuring compliance with advertisers' guidelines across all major online channels—search, display, email and social media.  In addition, the new platform now provides advertisers with more robust reporting features, including the ability to view performance metrics for each individual creative unit and to better evaluate and optimize their online campaigns. Both of these new features were made possible by Hydra's re-engineering of the underlying database architecture and code base. The new architecture and caching technologies employed allow for greater granularity of metrics captured, and greatly increased speed and throughput.

Hydra's new platform also increases accuracy of performance tracking by supporting cookie-less in addition to traditional cookie-based tracking. Cookie-less tracking works by capturing and storing a wide range of data associated with each click, so that consumer actions can be recorded and measured even for those consumers who have cookies turned off in their browsers. By offering this "hybrid" tracking approach, HN 2.0 provides advertisers with more accurate data for evaluating performance of their online ad campaigns, and benefits Hydra publishers as well by ensuring they gain credit for all traffic driven to advertisers' offers, whether a cookie is present or not.

The Hydra HN 2.0 platform also features an all-new publisher interface, enabling 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 can now take advantage of the system's greatly enhanced search capabilities, including the ability to browse by product vertical, allowable promotion channels, payout, target audience, and more. In addition, HN 2.0 allows publishers to easily place and manage their own third party tracking pixels, and activate or disable pixels with a single mouse click. Underpinned by an entirely new database and caching architecture, the new campaign browser returns search results and complex reports in a fraction of a second.  

According to Joshua Drew of Creative Clicks LLC, one of the Hydra publishing partners who beta tested the new interface, "Hydra's new interface is like a one-stop shop. It's got every single statistic you'd want at your fingertips. There's no other platform out there like it."

Hydra will be adding new features including the creation 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.

About Hydra Group

Hydra operates a performance-based, multichannel ad platform that drives new sales, leads, and ad engagements on a pure cost-per-action (CPA) basis for many of the largest and best-known consumer product and service companies. The company distributes action-oriented, customer acquisition campaigns in search, email, web display and social media, via its own internal media distribution groups and its network of high volume, high quality publishing partners. Learn more at www.hydranetwork.com.

SOURCE Hydra

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