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A custom algorithm is a set of bidding dynamics that are generated on an individual campaign basis and designed to deliver outcomes that are aligned to a specific advertiser’s goals.
A Customer Data Platform (CDP) is a technology that helps organizations centralize, manage, and activate customer data from various sources.
Utilize the suite of tools across analytics, data warehouse and AI modelling for marketing
Implement and make the most out of the analytics platform, resulting in cost efficiencies
Leverage machine learning models for better optimisation of digital media campaigns
Deploy audience segmentation, activation and compliant collection of first-party data.
Usually, these algorithms are supplied by demand-side platforms and so can’t be finely tuned to an advertiser’s customized goals. Advertisers use their own first-party data to power their custom bidding algorithms, which makes it possible to focus on factors relative to impression level data and therefore optimization based on historical data.
Understanding, evaluating and bidding on the variables or attributes of an impression at the price that makes sense to the advertiser can be achieved through multiple optimization methods, but it becomes most scalable through the development of custom models designed to achieve the advertiser’s business objectives.
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