Night Market, a unit launched by Horizon Media three years ago to specialize in the burgeoning direct-to-consumer (D2C) retail marketplace, this morning announced its own new platform -- Neon -- which utilizes proprietary artificial intelligence that buys media smarter than people can.
How much smarter? According to Horizon's announcement: More than 20%.
"[Neon is] designed to increase advertisers' revenue by 20+% when planning and buying retail media to achieve their maximum revenue outcomes," the agency boasts in a statement unveiling the new unit, adding: "Neon starts with the sale in mind using automated predictive analytics to make investment decisions across retailers."
Specifically, Horizon said the platform's "computing power forecasts to the tactical level and optimizes in-market spend in real-time at the SKU level, citing these explicit capabilities: