Marin Software, an AdTech firm offering a suite of solutions for advertising, announced the addition of Budget Optimizer, an ad budget management solution to its marketing campaign management & intelligence platform, MarinOne. The solution provides marketers with greater visibility on their marketing budgets along with tools to manage and optimize their ad spend. 

Key features of Budget Optimizer include 1) a dashboard to set and track campaign performance against goals, 2) automated management of campaign budgets across publishers and accounts, 3) forecasting tools for calculating the marginal return of advertising investment, and 4) tools to create interactive visualizations to illustrate the trade-offs between ad spend, volume, and efficiency. 

The firm claims that a key feature of its budget optimizer over other solutions such as Google and Bing is the ability to track marketing plans on a monthly, quarterly, or custom-date basis.

Analyst QuickTake: Given Marin Software’s underwhelming Q3 2022 performance , the new budget optimizer along with other new features to enhance customer insights and segmentation, may be an attempt to improve the customer stickiness and appeal of its Marine One Software as a complete marketing campaign management & intelligence solution.