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NUMÉRIQUE

Human vs Machine in Programmatic.

By James Prudhomme

Datacratic develops machine learning and artificial intelligence technology, which enables real-time machine based decisioning to

be deployed into a wide range of applications.

Datacratic développe des technologies d'apprentissage machine ("machine learning") et d'intelligence artificiel permettant

l'automatisation de prise de décision en temp réel pouvant être déployé dans un large éventailde d'applications.

What is Machine Learning?

• Machine learning, a branch of artificial intelligence, concerns the construction and study of systems that can learn from data.

• Another way to think about machine learning is that it is the act of teaching a software program to recognize patterns.

• After learning the pattern, the program can make predictions on those patterns.

• Those predictions can be integrated into products and applications. .

Marketer Challenges and Pain Points

• Media Optimization: • Publishers are unable to serve impressions to users with a high probability of

clicking.

• Conversion Optimization: • Marketers are unable to target users who have a high probability of converting.

• Segment Reach Extension: • Can’t scale from a precision segment to a larger qualified audience.

• Precision Targeting: • Inability to target a high performing subset of an audience with any precision.

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1st Party Data

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3rd Party Data

Modeled Audience

Audience Modeling Use Cases

Media Optimization: • Identifies users with a high probability of performing targeted campaign behaviors

Conversion Optimization: • Uses machine learning models to identify users with a high probability of converting 

Segment Reach Extension: • Identifies a larger pool of users who behave similarly to an underlying segment.

Precision Targeting: 

• Focuses on a high scoring subset of a segment target highest quality converters.

9

Lotame Optimizer Case Study – 172% Increased ROAS

Cost per acquisition for the Lotame-powered campaigns were reduced by

64%.

Users targeted as part of the Lotame Optimizer campaign demonstrated an 372% increase in conversion rate.

Users targeted as part of the Lotame Optimizer campaign were 129% more likely to click on an advertisement.

• Use media optimization to reach your target audience.• Use 1st party attributes to create a unique audience-segment.• Use 3rd party attributes to scale to a larger audience. • Combine 1st & 3rd party for uniqueness & scale.

Use machine learning & modeling to predict & target your best prospects.

5 Ways to Use Audience Data to Drive Performance

Train the model using every attribute of the bid request.

Score bid requests based on the campaign objectives.

Determine the value of the bid request and manage budget.

Calculate the optimal bid priceand send bid decision to bidder.

Using Data in RTB Optimization

Using Data and Machine Learning to Drive RTB Performance

“Datacratic has enabled AdGear to provide unprecedented value to customers using the AdGear Trader RTB Platform. After integrating RTB Optimizer from Datacratic, our clients experienced significant CPA cost reduction.”

Vlad Stesin, CEO Adgear

Over 65% Reduction in CPA• CPA Optimization - Manufacturing• Duration - 2 Weeks• Averaging 15-71 conversions per day• Starting CPA level of $8.6 reduced to $3.00

60% Reduction in CPM• CPM Optimization – Food & Beverages• Duration - 1.5 Months• Averaging 200,000 impressions daily• CPM reduced from $0.8 to $0.32

50% Reduction in CPA• CPA Optimization – Retail• Duration - 1.5 Months during holiday season• Averaging 150 – 200 conversions daily• 34.7 million impressions, 23.5k clicks,

total spend $48.5k

Merci Thank You

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