Amobee, a global digital marketing technology company serving brands and agencies, announced enhancements to its platform that allow buyers to deploy custom data sets into Amobee’s bid modeling system. The feature launch empowers advertisers and their agencies to tailor their bid strategies against the data signals that matter most to them.
As an initial proof of concept, Amobee partnered with TruSignal, Inc., a company focused on predictive score marketing, to ingest its custom-built, predictive, people-based scores into the existing Amobee bidder and influence the real-time bids from the platform. Advertisers can leverage their own data models, and/or take advantage of TruSignal’s custom-built predictive scores, as they are fully integrated into the platform.
Amobee’s platform integration works by applying data from any provider as a variable that triggers real-time changes in an advertiser’s bid. By leveraging the power of the Amobee platform’s ability to integrate data, marketers can better fuel omnichannel engagement through cross-channel, programmatic media campaigns. With this unified offering, leading brands and agencies can plan and buy media for specific audiences in a more integrated way to maximize their investments across desktop, mobile, video and social.
“At Amobee, we are constantly seeking ways to maximize the results of client campaigns through enhanced decision making capabilities within the platform,” said Maxwell Knight, Amobee’s Vice President of Analytics Services (pictured top left). “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 ingestion and use of TruSignal data has shown a performance lift and a decrease in cost per action across multiple verticals and industries. In recent campaigns leveraging the TruSignal predictive scores, a clothing retailer experienced an approximately 65 percent performance lift while an automotive original equipment manufacturer experienced a 34 percent decrease in cost per action.
“Amobee is the first DSP to incorporate TruSignal’s Bid Price Optimizer™, derived using predictive scoring and our offline profile data across 220 million U.S. 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.”
One of the world’s largest independent advertising platforms, Amobee unifies key programmatic channels including all major social media platforms, formats and devices, to provide both managed- and self-service clients with easy-to-use data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.
Simplifying the delivery of advertising across all channels and screens, including video, display, mobile, and social, the platform includes the Amobee DSP, Amobee DMP, Brand Intelligence and DataMine analytics, which converts raw data into custom audience and campaign insights, empowering marketers to make more informed decisions.