Aggregate Knowledge, the leading provider of real-time display
optimization solutions, today 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.
Krause Taylor Associates for Aggregate Knowledge
Barbara Krause,
650-480-4066 (direct)
650-480-4024 (main)
barbara@krause-taylor.com