Adap.tv announce July launch of Campaign Optimizer
Adap.tv has announced the launch of its Campaign Optimizer for video. The new technology, available to platform and marketplace buyers in July 2012, allows buyers to set the goals they want, get the real time price and inventory availability needed to achieve them and see the results in advance.
Adap.tv found that critical decisions affecting campaign outcomes are left to guesswork, with no insight into the trade-off’s being made between price and performance. Using historical data to analyse billions of impressions, the Campaign Optimizer allows buyers to adjust performance goals for a specific ad, such as completion rate and level of distribution on preferred sites. Buyers can then see the immediate impact on price and available inventory. The 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.
In a recent study, Adap.tv analysed campaigns over a three-month period and found that on average, optimised campaigns delivered 30 per cent higher completion rates and 21 per cent lower cost per competed view than those not using the Campaign Optimizer.
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Brian Fitzpatrick, managing director of Adap.tv in Europe, commented: “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. Adap.tv’s Campaign Optimizer 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.”