• March 30, 2016

AdTheorent Partners with Placed for Real-Time Campaign Optimization

AdTheorent, a provider of predictive solutions for digital advertising, has enhanced its integration with Placed, a provider of ad-to-in-store attribution. This strategic integration allows AdTheorent to use Placed's intelligence to optimize campaigns during flight.

Using Placed Optimization, which enables programmatic in-flight optimization, AdTheorent can now develop predictive models that identify consumers with the greatest likelihood of visiting retail locations.

As part of the integration, AdTheorent receives ongoing data from Placed about features that drive consumers' off-line behaviors, which is used to inform AdTheorent's predictive models, resulting in campaigns optimized by a myriad of data points, including demographic, psychographic, geographic, and creative type variables. AdTheorent's machine learning platform scores audiences to identify who is most likely to visit a location.

"Our deeper integration with Placed has allowed us to take full advantage of data and drive results for our advertisers. Our unique ability to digest campaign learnings efficiently and then model towards favorable audiences in real-time has enabled us to demonstrate success through high store-visit lift and low cost per visit numbers," said Josh Walsh, co-founder of AdTheorent, in a statement.

AdTheorent recently conducted a campaign for a national retailer to drive in-store visits leveraging predictive geo-targeting. AdTheorent strategically identified optimal geo-fencing points. In addition, AdTheorent's machine learning platform identified consumers within the geo-fence with the highest chance of visitation.

The campaign, which ran for six weeks, delivered more than 87 million impressions. AdTheorent increased in-store visits by 59 percent and delivered a cost per visit of $0.33.

"We are thrilled with the deeper level of integration we have with AdTheorent and with the results of this campaign. AdTheorent is one of the early adopters of Placed Optimization, which is built on in-flight optimization, and, combined with their machine learning and predictive targeting capabilities, it makes them truly unique," said David Shim, CEO of Placed, in a statement.

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