PPC data pipelines have become increasingly important as leading agencies set out to build custom solutions for their clients.
Companies such as Improvado, Supermetrics, Funnel, Adverity, and Cervinoata have built their businesses by connecting to data APIs from a broad range of sources and delivering standardized data to tools agencies use every day.
Improvado is middleware that gathers data about marketing performance, ad spend, and sales from channels like Google Ads, Facebook Ads, and 180+ others into a single destination of their choice. Destinations include databases such as Google Big Query; dashboards including Tableau, Qlik, and Improvado; and even spreadsheet software such as Excel.
In April of 2019, Improvado raised $8M in venture capital to accelerate the adoption and expansion of the company's disruptive data middleware solution.
Improvado was able to raise capital because they target a broad spectrum of in-house and agency marketers. The platform is designed to be useful whether or not you have PPC specific work to do.
The Shape ADI (Advertising Data Infrastructure) is designed for people working with PPC at scale.
From our perspective, the two main differences between Improvado and Shape ADI are:
1. Shape's focus on PPC and ability to push edits back to ad networks.
Improvado is a one-way data pipeline for over 180 data sources. The Shape ADI is focused on just the ad networks that matter most to PPC marketers. Since Shape focusies on the needs of people doing PPC work, our integrations offer more breath and depth of data fields. Likewise, the ADI offers the ability to push changes back to the ad networks, not just collect data.
2. The Shape ADI includes a Fully-Managed Data Warehouse.
Improvado makes it easy to distribute your data to services such as Google BigQuery, PostgreSQL, MySQL, Amazon RedShift, and AWS for data storage. But, Improvado does not offer the design or maintenance of a data warehouse, nor do they assume additional scaling and storage ccosts as part of their offering. The Shape ADI includes a fully-managed data warehouse designed to meet the needs of PPC agencies.
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