Amobee, the digital marketing tech company, has just made some improvements to its platform to enable buyers to add their own custom data sets to its bid modelling platform.
This allows advertisers to modify and tailor their own bid strategies against data that matters more to them.
To test the concept, Amobee has partnered with TruSignal, the predictive score marketing company, to integrate its custom, predictive people-based scores into the existing Amobee bidder and thus influence real-time bids from the platform.
Advertisers can either use their own data models or utilize the TruSignal custom-built predictive scores.
The Amobee platform integration has been designed to apply provider data to result in real-time changes in an advertiser’s bid. Thus, marketers can improve their cross-channel, programmatic media campaigns, plan and buy media for specific audiences and maximize their investments on mobile, video, social and desktop.
Maxwell Knight, Amobee’s Vice President of Analytics Services said:
“By leveraging the power of outside data and custom audience segments, we provide brands and agencies a highly customized solution that multiplies their ability to reach the right audience at the right place and right time, across every digital channel, on any device.”
The use of TruSignal data resulted in a performance lift and cost reduction across various verticals. As part of a recent clothing retailer campaign, the client lifted performance by 65%. Meanwhile, another TruSignal client decreased cost per action by 34% thanks to the new integration.
“Amobee is the first DSP to incorporate TruSignal’s Bid Price Optimizer™, derived using predictive scoring and our offline profile data across 220 million US adults,” says David Dowhan, CEO and founder of TruSignal. “Already equipped with machine learning algorithms and data analytics, Amobee’s DSP drives optimal campaign performance and gives marketers the extra edge they need to stand-out in the competitive advertising ecosystem and further enhance campaign performance.”