First-of-its-kind technology lets buyers set campaign results in advance
Adap.tv today announced its Campaign Optimiser for video, a ground-breaking technology that provides buyers with full visibility into the results of a campaign before running a single impression. Using historical data to analyse billions of impressions, the Campaign Optimiser allows buyers to set the performance goals they want, and get the real-time price and inventory availability needed to achieve them.
In a recent study, Adap.tv analysed campaigns over a three-month period and found that on average, optimised campaigns delivered 30 percent higher completion rates and 21 percent lower cost per competed view (CPCV) than those not using the Campaign Optimiser.
For today’s media buyers, critical decisions affecting campaign outcomes are left to guesswork. They input various types of media and data, but have no insight into the trade-offs being made between price and performance. With Adap.tv’s Campaign Optimiser, buyers can adjust performance goals for a specific ad, such as completion rate and level of distribution on preferred sites and see the immediate impact on price and available inventory. Adap.tv technology automatically allocates inventory that will best achieve the pre-set goals at the most efficient CPMs, while continuing to monitor the campaign to a successful completion.
“Buying media shouldn’t be a guessing game. Buyers need to see and understand the outcome of their campaigns in order to make intelligent decisions,” said Toby Gabriner, president of Adap.tv. “Adap.tv’s Campaign Optimiser takes the mystery out of video advertising performance by providing media buyers with the information and tools they need to create the results they want.”
Adap.tv’s Campaign Optimiser will be available to platform and marketplace buyers in July 2012.
Adap.tv builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. Adap.tv is comprised of two operational units – the Adap.tv Platform and the Adap.tv Marketplace. Using the Adap.tv Platform, advertisers, publishers and ad networks get an automated way to control and analyse inventory, pricing and ad performance. As the world’s largest source of video advertising supply, the Adap.tv Marketplace has thousands of sellers and hundreds of campaigns transacting daily. Adap.tv is headquartered in San Mateo, Calif., with offices in New York, Los Angeles, Chicago, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/ or follow us on Twitter at @Adaptv.