Yes, Please! Audience Optimization with Machine Learning
Cross-device management platform Lotame has launched a new solution for campaign optimization and engagement that is powered by machine learning algorithms.
Lotame's new Audience Optimizer aims to improve digital ad campaigns' performance and efficiency by identifying consumers who have the highest likelihood of engaging with an ad or purchasing a product, service or solution.
What's unique about the solution is that it goes beyond the "when, where and what" aspects of campaign optimization, and focuses instead on the "who" - the actual audience. Working with demand-side platforms including Google's DoubeClick Bid Manager and AppNexus, Lotame's Audience Optimizer analyzes behavioral attributes to determine which are the most likely to predict a consumer's actions, eliminating the guesswork of building an audience to match an advertiser's needs.
"An extension of the performance capabilities of our analytics solution, Lotame Insights, Audience Optimizer provides clients with transparency into the factors driving campaign performance across devices," said Ray Duong, general manager, Audience Optimizer at Lotame. "With Audience Optimizer, our brand and agency clients will further benefit from predictive modeling, evolving the perfect audience into perfect audiences for the most successful campaigns."