Automated Platform Delivers Access to Database of 100 Million Mobile Users and Location Data to Drive ROI
NEW YORK – Sense Networks, the leader in delivering mobile ads based on mobile location and behavioral targeting data, announced the latest version of its Real-Time Bidding (RTB) software platform that enables Sense Networks to buy impressions on Mobile Ad Exchanges, providing a complete mobile advertising solution to its customers. Unique to other mobile advertising RTB platforms, Sense Networks incorporates real-time location lookup, a science-based prediction model and user identification with its MacroSense® database of over 100 million mobile users, each with 1,000 appended behavioral attributes that are extracted from location data. This generates trillions of data points for the RTB platform to process for each mobile ad bid request.
“Mobile Ad Exchanges are like the New York Stock Exchange for advertisements, opportunities to bid on mobile ad impressions are gone in milliseconds. The challenge becomes how marketers can bid on these ad impressions, yet assure they are reaching the right audience that will drive ROI”
Sense Networks receives nearly 10,000 bid requests from mobile ad exchanges every second – up to one billion bid requests daily. For each request, and within 17 milliseconds, its RTB technology performs hundreds of evaluations and numerical computations against a user’s unique data points and profile before returning a bid decision. The RTB platform applies Sense’s big data and machine learning expertise to sift through the data noise and find the meaningful numerical signals that will be indicative of the campaign goals, thus enabling marketers to reach their ideal targets with mobile ads.
“Mobile Ad Exchanges are like the New York Stock Exchange for advertisements, opportunities to bid on mobile ad impressions are gone in milliseconds. The challenge becomes how marketers can bid on these ad impressions, yet assure they are reaching the right audience that will drive ROI,” said David Petersen, CEO, Sense Networks. “The latest version of our RTB platform allows marketers to harness the power of our location and behavioral data, bid on the right impressions and ultimately reach their ideal consumer. The purchase of mobile ad impressions is becoming automated through Ad Exchanges. Sense is now even better equipped to take advantage of this fast-paced environment. ”
The RTB system was built to be both powerful and efficient, and it determines for each individual mobile user whether or not to serve a mobile ad and what price to bid. The steps for evaluation include:
Real-Time Location Context: Decides how close a user is to a retail location or other points of interest and determines if it is within the brand’s desired location distance.
Bid Field Requests from the Exchange: Analyzes 35 data fields sent with each bid request by the exchange. The technology builds models on all fields to determine which have predictive value.
User ID Analysis: Compares user IDs against Sense’s 100 million MacroSense behavioral profiles that are resident in its memory database.
User/Ad Interaction: Reviews impression frequency and click through rates (CTRs) to help understand how many times a user has seen an ad and clicked, to control how often a user is served an ad.
Prediction Algorithms: Passes values to a prediction model to optimize for CTRs or other campaign goals.
Bid Price Allocation: Evaluate user sessions and all input for a performance “score” and suggests a price per impression.
To learn more about RTB check out our infographic here.
About Sense Networks
Sense Networks is the leader in applying mobile location and behavioral targeting data to connect brands with relevant mobile users, through mobile ads. Sense uses the most sophisticated location data processing platform available in mobile advertising, to deliver mobile audiences at scale and a four time lift in click-through rates (CTR), compared to typical context-targeting. The company builds user profiles allowing brands to reach mobile audiences based on historical and real-time location data, combined with 1,000 behavioral attributes. Sense’s Retail Retargeting™ solution can identify and reach shoppers and prospects of the top retailers with relevant mobile ads when they are near the retailer, such as at home or work. The company has over six years of experience working with mobile location Big Data, processing billions of location points per day. The company was founded by computer scientists from MIT and Columbia and is backed by Intel Capital, Javelin Venture Partners and investors from the hedge fund community. For more information about Sense Networks visit us at http://www.sensenetworks.com/. Follow us on Twitter at @Sense_Networks.