The complexity of today's media landscape can be overwhelming. Eyeblaster offers a one-stop-shop solution for marketers.

If you had to make a pie chart of today's fragmented media landscape, you'd quickly run out of colors when accounting for the explosion of platforms consumers are readily embracing. Such a selection of choice may be a smorgasbord of digital content for today's consumers, but for marketers looking to put their message in front of the right audience, the task is daunting to say the least.

There was a time when digital marketers only had to run campaigns with a handful of ad formats, but today's choices appear to be growing at an exponential pace. As a result, tracking and optimizing digital campaigns has become a nightmare of data spread across an ever-expanding web.

"One thing is for sure, you're going to drown in a sea of data," Yoav Arnstein, North American GM for Eyeblaster, told attendees at the iMedia Brand Summit in Coconut Point, Fla. "We love having that much data, but we know that it can be overwhelming. So what we want to create are tools to help marketers manage all of that information from all of those different channels in one central location."

According to Arnstein, the cure for what ails today's digital marketer is technology. But he says marketers want to engage with technology on their own terms.

"When we first starting approaching marketers about using our technology, there was reluctance to do so," Arnstein explained. "Today, there is a general understanding among marketers that technology is the only way to manage and optimize a campaign, but marketers still want to engage with technology on their terms."

According to Arnstein, Eyeblaster's technology solution achieves a one-stop-shop for marketers to track user behavior, monitor channel integration and own the tools that will let them scale their message across the internet.

Discussing the issue of targeting, Arnstein pointed out that monitoring and optimizing a campaign effectively means more than simply targeting to the right consumers by tracking their online behavior. According to him, tracking the effectiveness of a particular piece of creative -- and optimizing it on the fly -- is the key to making targeting live up to its full potential.

As an example, Arnstein showed highlights from an anti-smoking campaign that asked users to enter the number of cigarettes they smoke in an average day. After the user completes the in-banner survey, the ad then shows the user how many cigarettes they smoked since they last viewed the ad.

"Often, you have fewer chances to reach users, so you need to make the most of it, and the idea is to let the users enjoy the ad as content," Arnstein said. "So, if the users already engage, you need to take them to the next level, which moves them further down the funnel."

But knowing the twists and turns that make up that funnel is another matter entirely, according to Arnstein, too many marketers count only the last ad before a user takes an action. The result often places too much emphasis on search -- the most likely channel a user will access right before taking action. The solution, according to Arnstein, is to manage campaigns by tracking at least five ads deep, weighting display against search to better optimize results.

"You can't look at the last click only," Arnstein explained. "If you sell online, the last click will usually come from search, but our analysis takes into account the last five impressions before conversion. So we see a heavy emphasis on search at the end near the conversion, but there tends to be a lot more attention paid to display at the beginning of the cycle."

Michael Estrin is associate editor at iMediaConnection. Read full bio.