Mercury Track
While some products may be built just to support a brand, most need to have some way to monetize the effort. Having a long history of working in the advertising field, we were uniquely qualified to build a sophisticated and effective ad system that supports any kind of sponsorship or display ad approach that a product might require. The MercuryTrack Ad system is comprised of components and features of both the Mercury Desktop Client engine and the Mercury Flow CMS.
Features and Benefits
- Supports all common ad types
- Mercury Track supports static JPGs, interactive Flash ads, and full motion video for re-purposing existing video assets.
- Semi-connected
- Since the ads are built on top of the Mercury Desktop Client engine, they can be served whether the user is connected to the Internet or not, and any data collected, such as impressions and interactions, still get recorded and queued up, and are then uploaded back to the server when the user re-connects.
- Demographic targeting
- When our products are installed, the user is asked a few basic questions like zip code, gender and age. This data can then be used to target the ads at specific demographics. For example, an ad can be served to only females within a 200 mile radius of Atlanta.
- Contextual data provided to ads
- In addition to using demographic data to decide whether or not to display an ad, Mercury Track can help decide what to display in the ad as well. For example, an ad for a clothing company could display information only about women’s clothing based on gender information gathered at installation; an ad for an airline running in an NFL team product can leverage the user’s zip code in conjunction with the NFL team’s schedule to show a special on flights from the user’s city to their favorite team’s next game.
- Custom usage collection
- In addition to collecting all the standard ad usage data, such as impressions and click-thrus, ads can log any additional custom data they want, including which parts of the ad the user hovers the mouse over, or which interface elements they click on. A very simple API allows the ad developer to tap into the sophisticated data collection in the Mercury Desktop Client so that custom usage information gets collected, uploaded to the server, and merged into the Data Warehouse for reporting.
- Third party ad system support
- In addition to Mercury Track, the Mercury Desktop engine supports integration with third party ad systems.