Ad tech firm RevJet is rolling out Creative Side Platform or CSP, a “self-optimizing” tool that gives marketing departments and creative agencies the ability to construct, view, serve, measure and optimize ads across channels.

RevJet, backed by $2.5 billion private equity firm Nautic Partners, recently tested the CSP with Microsoft after a year in development. RevJet claimed Microsoft saw big performance improvements through various campaign experiments.

Diana Choksey, media tech and ad operations lead at Microsoft, told MarketingLand that Microsoft is getting two to three times better conversions for the same ad spend with RevJet.

RevJet founder and CEO Mitchell Weisman told Real-Time Daily the company has two goals with the CSP: "The first is to help marketers drive 100% more customers, thereby doubling (or more) the value produced by the world’s $500 million media spend without additional spending," he said.

The second, he added, is to put the world’s ad creatives under direct, real-time control of marketing departments and creative agencies. Ad creatives, a function of marketing, should live outside the “ad tech” world of buying and selling, Weisman said.

Weisman founded LifeStreet, an in-app advertising company, in 2005, before founding RevJet last year.