MDC Partners’ Varick Media Management this morning unveiled the release of RECO, a proprietary decisioning engine capable of analyzing and optimizing a programmatic campaign’s performance based on the supply of audience inventory and the price of reaching them.
The engine, which operates in real-time, automates functions that would otherwise consume the time of manual traders.
“The RECO Engine was built to improve this process by finding efficiencies across inventory sources that would be impossible by human trading,” Varick said in a statement announcing the new technology.
Varick said the engine has been integrated into its Alveo campaign management system, and is fed by log-level and pixel data.
The log-level data provides the engine with ad-impression data from multiple DSP partners, while the pixel data provides the frequency and recency of customer site visits.Once provided with enough data, the engine sifts through campaign data to find pockets of audience that match a marketer's campaign goals.