New tech aims to “transform” performance of online campaigns

Exponential has announced the launch of a new campaign optimisation algorithm, which aims to “transform” the performance of online campaigns.

Audience-Efficient Real-time Optimisation (AERO) applies transparent behavioural models directly to campaign optimisation in real-time, incorporating the “audience efficiency” of every user impression to determine which impression is best suited for each campaign.

According to Exponential, AERO increases campaign ROI by an average of 24%.

Commenting on the technology, Doug Conely, chief strategy officer at Exponential, said: “We are using our strongest assets – best-in-class audience modelling and proprietary behavioural data – to meet the advertiser’s most crucial demands: campaign optimisation and superior performance.

“Having complete transparency about how our audience profiling and modelling works has given advertisers a level of trust they cannot find in ‘black-box’ technologies for behavioural advertising. We’re now bringing the effectiveness and transparency of our platform directly to bear on the way we optimise campaigns in real time.”

Conely added that the new technology aims to help eliminate wasted online display media spend by enabling campaigns to be optimised from the very start.

“Most traditional optimisation processes rely solely on machine learning to improve display campaigns as they progress,” he said.

“Large amounts of data are needed over time to recognise statistically significant patterns and make better decisions. As a result of that learning phase, campaigns are exposed unnecessarily to users, creating discomfort and annoyance among consumers and budgetary waste for advertisers.”