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Worldwide mobile advertising revenue is forecast to reach $11.4 billion in 2013 according to Gartner, Inc. Worldwide revenue will reach $24.5 billion in 2016 with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers. Gartner, January 2013
AdTheorents application of the RTLM system has an unprecedented ability to filter-out undesirable targets, reduce cost per acquisition (CPA) rates, and improve engagement levels. We are already seeing uplift in click-through rates (CTR) and awareness by 200300%. Dr. Saed Sayad, Chief Data Scientist, AdTheorent, Inc.
INTRODUCTION
Mobile advertising enables advertisers to connect with consumers at the precise moment in which they are most likely to take action -- representing a step change in advertising ROI potential. Unfortunately, this extraordinary opportunity often goes unrealized due to deployment challenges caused by the diversity of devices and the overwhelming supply of available data. With the upside so high for marketers, many technology companies and technical solutions are vying for a piece of the action. Real-time Bidding (RTB), for example, has emerged as one of the most important components of the mobile ad ecosystem. RTB allows Advertisers to pinpoint optimum audiences by dynamically adjusting bids based on desired target information, available inventory and market conditions. RTB is an invaluable tool for advertisers because it is able to integrate, automate and optimize data within a media buying process that has traditionally been disjointed, manual and wasteful. With RTB capabilities, mobile ad buying is easier, less labor intensive, less error prone and faster to set up, resulting in greater efficiency and better conversion effectiveness.
Mobile advertising enables advertisers to connect with consumers at the precise moment in which they are most likely to take an action . . . representing a step change in advertising ROI potential.
AdTheorents Real Time Learning Machine (RTLM) Patent-Pending Predictive Technology That Learns in Real Time
In simplest terms, predictive models utilize a set of algorithms that uncover relationships and patterns within large volumes of data. Unlike typical business intelligence analysis, predictive modeling is forward-looking, using historical data to anticipate future events. In the context of RTB, predictive modeling is the key to unlocking the full value of mobile advertising for brands. AdTheorents predictive modeling innovation its patent-pending, advertising-specific application called RTLM (the Real Time Learning Machine) is quickly becoming a driving force within the industry, built specifically for mobile advertisers to intelligently leverage immense data sets within the RTB environment. Using AdTheorents RTLM, advertisers benefit from machine learning algorithms in real time to assess the conversion potential of each mobile ad impression available. A key differentiator is the speed of the data enrichment process as it is confronted by an always-expanding data set, including purchase data, behavioral data, psychographic data, ancillary data and social data. Even post-click data is used, derived from AdTheorents proprietary Traktion product that delivers data-driven beyond the click analytics with highly dynamic post-click conversion data.
Our products and our passion drive an evolution to increase advertising effectiveness to new levels of efficiency heretofore unimagined.
RTLM not only processes vast amounts of data, but also continually learns in real time from the data, creating a cyclical feeding environment that enhances the intelligence of the Real Time Learning Machine to better predict outcomes. The result is RTLMs unmatched accuracy in identifying the best impression in any given marketing condition.
AdTheorents application of the Real-Time Learning Machine (RTLM) learns in real time, generates data-driven predictive models on the fly and predicts faster than any other data mining technology, yielding demonstrable results for AdTheorents mobile advertisers.
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Conventional data mining algorithms operate in a batch mode where having all of the relevant data at once is required. AdTheorents RTLM is unique in that it continuously updates in real time an important advantage that allows it to identify better quality impressions more quickly.
To deal with textual (categorical) attributes, RTLM uses a very effective encoding algorithm to decrease the number of dimension of predictive models. RTLM generates very compact models with very small CPU footprint that collectively guaranty the high speed scoring process (50,000 QPS on one server). The real time availability of an iteratively learning predictive model is possible because it is linearly scalable; it is able to process any size of data and immediately update a model with each new observation without the necessity of pooling new data with old data. This effectively makes RTLM the only predictive model that updates in real time. AdTheorents architecture can learn faster and across more data sets while still filtering noise better than any technology available today. As more data and more is processed, RTLM is able to iteratively improve the model so that it can more accurately adjust the bids while building its knowledge base, continually improving the quality of impressions delivered to the advertiser.
AdTheorents architecture can learn faster and across more data sets while still filtering noise better than any technology available today.
Conclusion
RTLM is not a new predictive algorithm -- it is a new formula for deploying and using data analysis given modern demands. Traditional predictive modeling is a much more time-intensive endeavor, and nowhere near as flexible as RTLM technology. For example, with RTLM, 100 different predictive models can be tested in less than a second, and then 80-90 percent of those noisy or uncorrelated variables can be eliminated on the fly. RTLM is a breakthrough that has produced successes that include 50% -500% uplift for RTLM-powered mobile advertising campaigns. The predictive muscle of RTLM is able to expose new triggers or motivators that can zero-in on new advertising opportunities based on real time events, i.e. stock market volatility. AdTheorents ability to learn faster across more data at faster speeds than competitors allows AdTheorents advertisers to purchase the most optimum advertising impressions given their target audience, yielding maximum ROI.
AdTheorents RTLM system and its unprecedented ability to filter-out undesirable targets significantly improves engagement levels in CTR, in some campaigns by as much as 500%.
AdTheorent delivering the Intelligent Impression to meet the needs of advertisers in the mobile RTB world.
About AdTheorent
AdTheorent is the worlds first intelligent Real Time Bidding (RTB)-enabled mobile ad network, powered by a platform built from the ground up to address the specific needs of the mobile advertising ecosystem. AdTheorents RTm Platform integrates its 35,000+ mobile inventory sources and analyzes hundreds of thousands of potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. Using predictive modeling to identify impressions with a higher propensity for conversion and awareness lift, the AdTheorent RTm Platform places bids in real-time within the pricing parameters established by the advertiser. The result to brands and marketers is higher conversion rates at a significantly lower cost -- The Intelligent Impression. For more information visit: www.AdTheorent.com.