Model B Creates Way To Identify Audiences To Target Through Search, Social

Model B, a creative and media services agency, today announced the launch of Blueprint, the company’s Omnichannel marketing technology that integrates ad planning, buying and analytics to reduce the amount of tech licenses, money and effort needed to drive better performance.

The agency has roughly 20 clients, about three have signed up to use Blueprint at launch, according to Todd Silverstein, president of Model B, a former Edelman executive vice president.

“A lot of platforms are programmatic first, but this one focuses first on search and social,” he said. “We created a way to identify the audience, then push that out through multiple platforms that don’t speak to each other like Google search, Facebook, and Pinterest.”

The technology creates segments to target using what Silverstein called “translation technology” within the tool. It enables marketers to buy audiences through disparate platforms that never communicate with each other, and then optimizes it against audience performance and content messaging performance.

Silverstein, who also worked at 360i, Razorfish, and BBDO, said “this is what I struggled with in my former life.”

Blueprint uses machine learning, which helps it learn faster, to organize data based on fixed variables and delivers simple and digestible reporting that gives users a clearer picture of how their campaigns perform.

Then there’s the workflow part of Blueprint that tracks employee performance to better understand how the human resources correlate with machine performance.

Most media planning and optimization tools were designed for a simpler time, when cookies ran rampant and the walled gardens weren’t quite as high, Silverstein said.

Ayesha Curry, an Instagram influencer, tested the platform. Curry said it made launching the ecommerce brand, Sweet July, much easier.

Model B was founded by Abtin Buergari, an entrepreneur who focuses on identifying flawed and broken systems and fixing them through technology. His former company, Modus, helped launch eDiscovery in the legal space through highly advanced utilization of AI.

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