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NEW YORK The rush of consolidation in the ad-serving business is leading Sapient to spin out its BridgeTrack technology as a stand-alone product.
Cambridge, Mass.-based Sapient gained BridgeTrack when it bought Planning Group International, a Miami agency, in December 2005. PGI developed the technology in-house to use for clients like Citibank that needed to track different metrics sources than those offered by leading ad-serving vendors DoubleClick’s DART and aQuantive’s Atlas.
BridgeTrack integrates data from several sources, such as online display, e-mail campaigns and site analytics.
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