March 21, 2016
Lotame today announced the launch of Audience Optimizer, a new solution powered by machine-learning algorithms for more effective campaign optimization and engagement. Built in-house from the ground up, Lotame’s Audience Optimizer improves digital ad campaigns’ performance and efficiency by identifying consumers who have the highest likelihood of engaging with an ad or purchasing a product, service or solution.
“An extension of the performance capabilities of our analytics solution, Lotame Insights, Audience Optimizer provides clients with transparency into the factors driving campaign performance across devices,” said Ray Duong, General Manager, Audience Optimizer at Lotame. “With Audience Optimizer, our brand and agency clients will further benefit from predictive modeling, evolving the perfect audience into perfect audiences for the most successful campaigns.”
Unlike other forms of campaign optimization that adjust when or where a campaign runs, or what ad creative is used, Audience Optimizer adjusts for the “who” of the campaign — that is, the audience. Seamlessly integrated with dozens of demand-side platforms (DSPs), including Google’s DoubleClick Bid Manager and AppNexus, Audience Optimizer analyzes behavioral attributes to determine which are most likely to predict a consumer’s actions. By identifying new users across devices that are most likely to engage, click or convert, Audience Optimizer takes the guesswork out of building a high-performing audience to match a brand’s needs.
To date, analytically-driven digital marketing agency Rise Interactive, whose clients include major brands such as Ulta Beauty, PANDORA and Atkins Nutritionals, has already experienced improved results from Audience Optimizer.
“Given Lotame’s reputation in the industry, we partnered with them in hopes of further increasing click-through rates and decreasing cost per conversion for our clients,” said Erik Severinghaus, VP of Personalization at Rise Interactive. “By deploying Audience Optimizer, we’ve already surpassed one retail client’s expectations, gaining an 80 percent increase in conversions for targeted users and a 44 percent decrease in cost per acquisition.”
Digital media agency, MediaCrossing, has also seen early success with Audience Optimizer.
“Our focus as an agency is on turning audiences into lifelong customers for our clients,” says Michael Kalman, CEO of MediaCrossing. “Audience Optimizer supported that goal by increasing our client’s targetable audience to more than 10 million profiles from a pool of only 20 thousand converters.”
With this solution, MediaCrossing was able to deliver a 330 percent increase in conversion rate and cut CPA dramatically – by half compared to a geo-targeted strategy and significantly lower than the behaviorally-targeted approaches employed concurrently.
Audience Optimizer will officially debut at 4A’s Transformation in Miami on Monday, March 21. To learn more, please visit https://www.lotame.com/audienceoptimizer.