SpotXchange Adds Auto-Optimization Ad Tool
Managing an online video advertising campaign could get a little easier, thanks to a just-launched auto-optimization system introduced by SpotXChange. Dubbed "Otto," the system will automatically optimize a client's ad campaign to get the best performance. SpotXChange promises that Otto can begin improving performance at once, without any human intervention slowing the process.
Earl tests of Otto showed that campaigns experienced a steady rise in their click-through rates, going from 0.75 percent to 1.48 percent in five days.
Otto achieves its results by continually monitoring and evaluating performance and audience data. It looks at millions of data points such as site, context, demographic, and historic performance, to find the best options for each video campaign.
The system can also reduce costs, SpotXchange says, by determining ahead of time each impression's relative value based on how it will perform against the campaign's goals.
"Otto is the first fully automated optimization solution to be offered in the video advertising space, which is important given the number of advertisers who are now targeting by audience across thousands of sites," says Michael Shehan, SpotXchange's founder and CEO. "We understand that not all impressions are created equal, and it's not possible for a human to evaluate millions of potential video ad placements in order to determine the optimal value for each impression opportunity. Otto optimizes a campaign in real-time at the impression level in order to fully maximize performance and campaign spend."
Otto's development was led by Mike Griffiths, SpotXchange's vice president of data analytics and a leader in behavioral targeting in online advertising.
"Auto-optimization technology is nothing new in the offline and online world. What SpotXchange has done before anyone else is to make this auto-optimization technology scale, operate in real-time, and actually work in an online video context," says Griffiths.
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