A regional publisher’s marketing arm has unveiled a new innovation aimed at helping advertisers to get the most out of the top digital platforms.

Newsquest’s LOCALiQ has announced the launch of the cross-media optimisation technology in what the company is describing as a UK first.

The technology uses data-driven algorithms to adjust digital marketing budgets across Google, Microsoft, Facebook and Instagram, allowing advertisers to more accurately understand which platform is generating the best return for them.

According to Newsquest, the innovation means business owners and marketing managers will “no longer need to spend time analysing where they should allocate their marketing budget” or compare goal and conversion metrics.

LOCALiQ managing director Nick Ashwood, pictured, said: “We’re proud to offer our clients access to cutting-edge marketing technology, and cross-media optimisation is another huge step forward.

“This product is completely new in the digital landscape, and we’re incredibly excited about the results it is generating for our clients in terms of efficiency and performance.”

He added: “Over the last twenty months the pandemic has continuously shifted how people consume online media.

“Cross-media optimisation is agile enough to adjust budgets and spend where the results are going to be delivered.”