The Adaptly family recently expanded as we gained our newest member, Mike Finnegan as VP of Client Services. Mike’s role can be described as the glue that keeps everything together. He is responsible for making sure the house is kept together internally, establishing best practices within the teams, developing the strategic side of Adaptly and further making sure we have a robust approach to social media. Most importantly, Mike is focused on keeping all of our clients happy – which of course is our biggest priority around the office. Mike grew up in Schwenksville, PA where he lived next to three farms and preferred to use a John Deere tractor to get from here to there. He graduated from LaSalle University with a degree in Graphic Design. Before joining our Adaptly family, Mike was Director of Automated Trading at Xaxis, GroupM’s Trading Desk which launched in June 2011. Mike previously held a senior position at MEC leading their Audience Buying/Real-Time Bidding practice, before it was absorbed into Xaxis. Now you know Mike’s basic background, let’s ask the fun stuff and learn about who he really is…

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Big and exciting things are happening for Adaptly as we embark on a new partnership with Wildfire today! Wildfire, a social media marketing software company, provides complete tools for brands to create, publish and manage content to drive engagement. Integrating Adaptly’s technology into their software will enable marketers to optimize and measure the success of their paid social media. Now for the first time ever, marketers will be able to access content and ad optimization technology in a single integrated solution! Please see below for the official press release and additional details.

Exclusive partnership delivers integrated solution that goes beyond first-generation ad serving solutions to drive maximum engagement at lowest cost

REDWOOD CITY, CALIF and NEW YORK CITY, NY – February 27, 2012 – Wildfire, the global leader in social media marketing software, today announced with Adaptly the integration of Adaptly’s unique social advertising and optimization technology with the Wildfire Social Marketing Suite. The combination of Wildfire’s market-leading suite of tools for designing, publishing, and managing brand content through social media – used by more than 10,000 customers, including many of the world’s most recognized brands, such as Facebook, Amazon, and Target – with Adaptly’s ad optimization technology gives marketers, for the first time, unified control over the combined effect of paid, earned, and owned social media to maximize consumer engagement with the brand. Engagement encompasses social actions such as likes, comments, and sharing of content.

Unlike first-generation ad serving solutions – which focus on traditional metrics such as cost per clicks, fans, or impressions – Wildfire’s solution integrates Adaptly’s technology that optimizes social ads not only for cost but also for maximum engagement. Adaptly’s proprietary technology aggregates more than 160 social metrics from a brand’s earned and owned channels, analyzes the impact of paid media on earned media in real time, and continuously refines ads (including content and target audience) to reach the best social audiences and drive ongoing engagement – the objective that marketers care about most today – at the lowest cost. This self-optimizing technology is unavailable from any other vendor, and Wildfire is the first to bring it to the broad market through a complete integrated social marketing solution.

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Let us introduce you to the newest addition of the Adaptly family, Jason Briceno. Jason works with the engineering team as a Data Scientist, trying to optimize the ways that ads are placed. He graduated from Caltech in ’99 with a bachelor’s degree in Physics, making him the third member of the Adaptly Caltech crew! After graduation, Jason worked for a while doing instrumentation stuff and realized he wanted to explore the world. He decided to embark on a life-changing 13-month journey traveling across the globe meeting new people and seeing amazing things. Now that you know a little bit about Jason’s background, let’s dive deeper and ask him the fun stuff!

Favorite color?

Green, all shades. He’s not picky.

What inspires him?

The pursuit of knowledge. Jason claims he has always been a bit of a dilettante and is always seeking out new things to do and learn. Jason explained with an example: a lot of people go to a restaurant over and over again because they enjoy the atmosphere and found a dish they love, however, Jason is the opposite. He feels like he “failed” if he goes to the same place twice in a row. Jason craves the opportunity to do something new and different.

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By Meghan Sharkey, Director of Marketing 

Lately, every time we browse the web we’ve come across another “What’s Hot and What’s Not” list from 2011. After reading several versions, we, at Adaptly decided to contribute our own opinion on what trends and products in social media are really “hot” and which ones are just not.

Stay tuned for more opinions next year…

By Meghan Sharkey, Director of Marketing 

The holiday season is right around the corner! People are busy buying gifts for their loved ones, booking travel plans, baking holiday cookies, and of course searching for the perfect New Year’s Eve outfit. As this year quickly comes to an end, we, at Adaptly, didn’t want to welcome the New Year without recapping some of our favorite things from 2011 first.  Needless to say this list includes raindrops on roses and whiskers on kittens, bright copper kettles and warm woolen mittens to name a few. In addition to brown paper packages tied up with strings, Adaptly’s favorite things from the year 2011 include…

1.     Our new office located at 40 W. 23rd Street – stop by and say hi sometime! 

2.     Will and Kate getting hitched – The Royal Wedding

3.     The collaboration of our favorite PR team, Brew Media Relations – great people!

4.     The premiere of the new hit Showtime series Homeland – re-watch the first season on Monday’s at 8pm

5.     The world not coming to an end on May 21st

6.     This awesome new social media metric called Momentum – learn more about it http://adaptly.com/momentum

7.     The new ABC hit show Once Upon a Time – Sunday nights at 8pm (some say best show out there!)

8.     A balanced ratio of males to females in the Adaptly office… finally!

9.     The new Timeline feature on Facebook – we’ve all updated our accounts, have you?

10.   Opening an office in the UK with Paul Turner - Adaptly’s gone global!

11.   The increase in people’s awareness of the power of social media. Companies are now realizing how social media can help to market a brand – learn how Adaptly can help you advertise across the social web www.adaptly.com

Happy Holidays from Adaptly!

“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media.

Today’s column is written by Nikhil Sethi, who is co-founder/CEO Adaptly.

As we look at the emergence of social as a serious contender within a typical media buy, the marketplace is noticing an evolution of the medium rather than the creation of yet another new channel (e.g. video, mobile, etc.). Looking at the four seats of advertising we have our three traditional seats (Radio, TV, Print) and of significant importance in the past decade (Digital). Traditional media has always suffered from the untraceable nature of the beast, whereas Digital, by means of Display, and Search primarily has built itself on its trackable nature, put simply the ability to cookie.

And here comes Social.

Emerging truly as a digital vehicle (meaning it plays in the overarching web and mobile space), Social has presented itself as the FIFTH seat. It ignores most concepts that Digital has been born with. It plays kindly with the traditional metrics (clicks, impressions, CTR), but also embodies a very new idea around conversation, dialogue, and response metrics - creating value in an owned and earned media sense.

The game is not only about distribution anymore, it is now 1 part distribution, 2 parts
engagement.

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