MyBuys, a personalized display and email retargeting company ad, on Monday announced the general availability of MyAds, a new display advertising platform. MyAds has been beta tested by over 100 retailers over the past few months.
The new platform is meant to help advertisers acquire and reactivate customers, and retarget them.
Bob Cell, the company's CEO, spoke with RTM Daily about the platform. He said that MyBuys puts its money where its mouth is, purchasing inventory on behalf of clients and only charging if a consumer makes a purchase. He claims MyBuys is 100% transparent with its clients.
“We think CPM and CPC don’t mean a hoot, especially when consumers are changing devices,” he said. “We want to track individual consumers across screens.”
MyBuys uses a probabilistic targeting method called “look-alike modeling,” meaning they find consumers that behave like ones they have already seen.