Lotame Debuts Audience Optimizer
- by Felicia Greiff , March 22, 2016
Cross-screen data management platform (DMP) Lotame announced the launch of Audience Optimizer, a modeling solution that prospects for new customers
who are most likely to convert. The tech, which finds users' past engagements to locate new profiles most likely to click, convert or engage in some other way, uses a minimum of 1,000 profiles to train a model. It can be integrated with demand-side platforms, including Google's DoubleClick Bid Manager and AppNexus.
Ray Duong, general manager, Audience Optimizer at Lotame, said Audience Optimizer offers visibility into behavioral attributes affecting a campaign's performance--both positive and negatively.
And on the supply side, Duong said, the product can expand a niche audience for publishers who don't want to under-deliver on a campaign because they aren't able to reach enough of an advertiser's target consumers.
Digital marketing shop Rise Interactive used Audience Optimizer to increase conversions and product revenue for a designer and manufacturer of jewelry via a two-month targeted display campaign. The results: conversions were increased by 80%, and cost per acquisition was decreased by 44%.
In December, Lotame tapped Alex Sibois as managing director for the Asia-Pacific region in an effort to drive sales efforts and business growth across that locale, Real-Time Daily reported. Last month, the company named Doron Wesly SVP and CMO.
