Sortable’s Ad Engine – a platform that Ad Tech Daily has recently started testing – officially launched as of last week.
In a nutshell, Sortable employs data and machine learning in making real-time decisions about what each ad impression should serve, with the ultimate goal of helping publishers generate more revenue from their ads.
In the words of Brenden Sherratt, Sortable’s marketing lead, the company consists in a bunch of geeks from Canada with the crazy idea of making ads suck less.
Why do ads suck? Well, one could find numerous arguments, both pro and con, but those we’ve heard from Sortable include difficulties in monetizing websites and navigating a rather complex advertising industry, when publishers should really be focused on creating great content instead. Additionally, managing ads the right way involves constant monitoring and data analysis, a task that further burdens publishers.
The new Sortable Ad Engine works by analyzing billions of ad impressions per month, crunching through datasets that include geography, device type, session depth, speed, bids and more. The lift to publisher revenue is then achieved by making real-time decisions as to what ad should be served each time an ad impression occurs; post-private beta reports from Sortable demonstrate up to 4x lift on a number of web properties.
In case you were wondering if you heard of Sortable before, you are right. Sortable started out as a publisher back in 2009, when Chris Reid founded a site to help consumers making purchase decisions. The company was acquired by Rebellion Media in 2012; however, founder Chris Reid bought it back last year and the team has pivoted towards building the ad tech business they have now officially launched.
With the $1.4 million round of capital recently raised, Sortable is now looking forward to growing once more, supporting publishers of all sizes in their quest for better monetization.