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Sizmek uses consumer, context, creative, campaign, and cost data to feed AI on optimization and prediction

Data

Sizmek uses consumer, context, creative, campaign, and cost data to feed AI on optimization and prediction


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Sizmek said today that uses 5 data sources to “predict which type of creative, what context, and what consumer will be most responsive.” Here the five Cs of data used by Sizmek:

  • Consumer data is what we know about an individual consumer, such as age, device ownership, past purchases, and behavioral data, like past website visits.
  • Contextual data is what Sizmek knows about a specific moment in time. What device is the consumer using right now? Is he playing a mobile game or reading the news? What time is it? What’s the weather like outside?
  • Creative data is what Sizmek knows about the specifics of the message, such as creative elements like headline, call-to-action, or product images. Putting creative data to use lets advertisers tailor that message to the appropriate moment.
  • Campaign data measures the ad exposures and results of a specific campaign, things like ad frequency, clicks, conversions, viewability, and demographic in-target rate.
  • Cost data represents the total price paid for each ad impression, including costs for data, serving, reporting, and win/loss auctions for media.

 



Sizmek says “what makes real-time AI special is that it “self-learns” by comparing its predictions to results—and then adjusts its predictions so the next prediction was better than the last.”

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