DoubleClick Optimizes with DART Adapt
Today DoubleClick announced the North American launch of DART Adapt, a powerful optimization tool for publishers being offered as a turnkey solution to their existing network. The service aims to help publishers increase the return on their inventory and achieve greater loyalty and satisfaction with their advertisers.
DART Adapt uses innovative algorithms to automatically match ads with the best performing audience at any given moment, without interfering with ad priority. It is customizable, integrated, and adaptive in the sense that it adjusts to constant changes in consumer segments to maximize the performance of online advertising campaigns.
“What we’re doing is learning from observed anonymous behavior, and then we’re dynamically adapting the delivery of ads so that they match the best audience segments,” Brad Bender, head of optimization at DoubleClick, tells ADOTAS. “That’s something that changes over time, so it’s incredibly important to have an adaptive algorithm.”
One of the ways DART Adapt has lived up to these goals is by utilizing a built-in control group. This has ensured that the success of a campaign’s optimization is measured through the performance improvement that it actually generates, apart from any outside factors.
While DART Adapt is powered by a complex and adaptive engine, it will be very quick and simple for Doubleclick’s existing and new clients to implement the service into their sites.
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