Part of the ‘Grill the CEOs: Bring on the Optimizers’ Panel at OMMA Behavioral
SAN MATEO, Calif. – Aggregate Knowledge, the leading provider of real-time display optimization solutions, announced that its CEO and co-founder, Paul Martino, will be speaking at the OMMA Behavioral SF Conference 2009 on a panel that will discuss the emerging audience optimization market and ecosystem.
In a panel called ‘Grill the CEOs: Bring on the Optimizers,’ Martino, along with four other CEO panelists, will be asked about their unique value-add optimization technologies and respective benefits for the marketer or the publisher.
According to the OMMA Behavioral panel program, “In just the last year, a new generation of technology promises to optimize the purchase of audience segments more effectively across massive inventories for marketers and to match the right seller of those audiences with the highest paying buyer for the benefit of publishers.” It goes on to ask, “How is behavioral targeting layered into this new mix? Are these ad network optimizers adding value for marketers or for publishers? And with many different variables and parameters being calculated by these engines in real time, how well does behavioral perform relative to other forms of marketing?” These, as well as other questions will be posed to the panelists.
On this panel, Aggregate Knowledge will discuss how advertiser campaigns are commonly crippled by off-target or low-value impressions and how buy-side optimizers such as Aggregate Knowledge help agencies promote greater accountability and effectiveness from inventory providers.
Research from ComScore indicates that only a minority of campaign impressions reaches their intended audience with the desired frequency. Of eight U.S. brand campaigns with budgets between $400,000 and $2 million, ComScore said none reached more than 20 percent of their target with a frequency of four impressions or less. Even ignoring frequency caps, none of the campaigns cracked 40 percent for on-target delivery. The remainder of impressions, in some cases upward of 80 percent of a campaign’s buy, were delivered either to the wrong segments in the U.S., or to consumers outside the U.S.
Aggregate Knowledge helps agencies, advertisers, and marketers validate and prioritize display impressions from their media buys, in real time, to increase campaign reach by 40 to 80 percent and to boost key campaign performance metrics by 20 to 60 percent. Aggregate Knowledge works across any media buys whether from publishers, ad networks, or ad exchanges.
“Our platform works in real time to validate each impression against the audience objectives of the campaign and to prioritize on-target impressions based on the likelihood of a click or a conversion,” said Martino. “If a person is in the target audience, the ad gets served; if the person is in not in the target audience, we may serve a different campaign, a different creative, pass the impression back to the inventory provider, or resell it on an ad exchange. Throughout the campaign, we provide deep audience insights to inform future audience and media buys.”
Aggregate Knowledge is currently running several campaigns with three of the five largest advertising agencies in the world.
The OMMA Behavioral panel is set for 4:15 pm, Thursday, July 30, at the Hotel Nikko, San Francisco, CA.
About Aggregate Knowledge
Aggregate Knowledge®, the leading provider of real-time display optimization solutions, brings unparalleled efficiency, relevance, and performance to every marketing interaction. Aggregate Knowledge technology helps agencies, advertisers, and ad networks serve the best campaign, the best creative, and the best content, individualized to the tastes and needs of each consumer.
Aggregate Knowledge’s patent-pending platform combines real-time media, audience, and content optimizations by leveraging anonymous click-stream data from over 70 million users, over 1.6 million items, and high-quality data from trusted third-party providers.
Aggregate Knowledge is funded by premier venture capital firms Kleiner Perkins Caufield & Byers, DAG Ventures, and First Round Capital.
More information can be found at www.aggregateknowledge.com
Aggregate Knowledge is a registered trademark, and the Aggregate Knowledge logo, Aggregate Knowledge Discovery, Agknow, Audience Discovery, and Personalized Creative are trademarks of Aggregate Knowledge Corporation in the United States, other countries, or both. All other company, product, or service names may be trademarks or service marks of others. All statements regarding plans, directions, and intent of Aggregate Knowledge are subject to change without notice.