Performance Horizon has today announced a significant step forward for marketers with the addition of proprietary artificial intelligence capabilities to support its rapidly growing ecosystem of merchants, marketing partners, developers and technology companies.
Performance Horizon’s platform makes it simple for merchants to on-board, track, optimise, and pay any type of partner from a Fortune 500 brand to a niche blog. With this scalable infrastructure in place, Performance Horizon is uniquely positioned to handle partner driven conversion data for the largest global companies.
Affiliate marketing grew in popularity due to its attractive pay-for-performance model but has faced scalability challenges. It never quite attracted the attention of the c-suite or the level of marketing budget that paid search or display commands. The demand for accurate measurement, data driven decision, and an increased level of automation has held marketers back.
“Further investment into specific AI-powered functionality, and over time general AI is core to our vision to build a truly scalable partnerships ecosystem. We see huge upside potential for our customers and their marketing partners, so we’re investing for the long term,” said Malcolm Cowley, Performance Horizon’s chief executive officer. “Providing merchants with the ability to predict their partners’ performance across the entire path-to-purchase is the first step to achieving our vision.”
“Building our AI capabilities in-house was complex, but our first goal was simple - to help clients understand future performance,” said Pete Cheyne, Performance Horizon's chief technological officer. “Through continuous evaluation, our platform is able to dynamically select the prediction model for each client that is most effective. This way we ensure that we present customers with predictions that are tailored to them; we didn’t want to build a one-size-fits-all solution.”
Performance Horizon plans to deploy additional AI-enhanced capabilities across its platform in the coming months with a focus on helping customers develop additional partnerships, drive efficiencies at scale, and reduce risk.