Company Research Report: Adthena

Company Overview

• Name: Adthena

• Mission: To create a world of search transparency by empowering brands, marketers, and agencies to navigate the complexities of digital advertising.

• Founded: 2012

• Founder: Ian O’Rourke

• Key People: Ian O’Rourke (Founder), Will Richards (Data Protection Officer)

• Headquarters: No information is available

• Number of Employees: No information is available

• Revenue: No information is available

• Known For: Adthena is known for its award-winning search intelligence platform, specializing in competitive analysis and strategic insights in paid search advertising.

Products

Adthena provides a comprehensive suite of products powered by AI and machine learning to enhance paid search performance.

1. Brand Activator

• Description: Helps manage brand bidding in Google Ads by reducing wasted ad spend and improving Return on Ad Spend (ROAS).

• Key Features:

• Automated Monitoring: Around-the-clock indexing of branded terms to identify Lone Rangers.

• Automatic Deactivation and Reactivation: Lone Ranger terms are managed automatically to keep costs efficient.

• Analytics and Reporting: Provides data on savings and performance comparison between paid vs. organic clicks.

2. Whole Market View™

• Description: Offers a daily map of the entire relevant advertising market using Google Ads data.

• Key Features:

• Market Mapping: Creates a custom map of relevant keywords.

• Market Insights: Provides insights into competitors’ search terms, spend, and performance.

3. Smart Monitor

• Description: Monitors the competitive paid search landscape and provides real-time alerts on market changes.

• Key Features:

• Competitive Insights: Tracks competitor keyword strategies and bid patterns.

• Market Shift Alerts: Notifies about significant market changes, helping to optimize PPC tactics.

4. Local View

• Description: Provides insights into location-specific search data to optimize local ad performance.

• Key Features:

• Demand Trends: Maps local markets and analyzes demand trends by geographical area.

• Performance Intel: Offers data on ad copy performance and local competitor activities.

5. Performance Max

• Description: Enhances Google Performance Max campaigns with added visibility and control.

• Key Features:

• Search Term Reporting: Identifies appearing terms and allows addition to negative keyword lists.

• Competitive Analysis: Provides insights into competitor product positioning and ad performance.

Recent Developments

• New Products: Adthena has introduced the "Ask Arlo" GenAI data analyst, providing real-time, conversational insights into search data.

• New Features:

• Ad Hijacking Detection: Part of its Brand Protection solutions to monitor and report affiliate ad hijacks.

• Auto Takedown: An automated feature to deal with trademark infringements swiftly by submitting evidence to Google directly.

• Partnerships: No information is available

• Awards:

• Adthena’s Brand Activator won two trophies at the US Search Awards 2024 for "Best Use of AI for Data" and "Best AI Search Software Solution".

This report provides an in-depth look at Adthena’s offerings and the strategic advancements the company has made in the digital marketing landscape, particularly through innovations that leverage AI and machine learning to deliver competitive search intelligence solutions.