Feature Article

January 31, 2013

AdTheorent Steps up RTB Industry Engagement

AdTheorent, a real-time bidding (RTB)-based mobile ad company, premiered a new service on Tuesday that leverages predictive technology and machine learning to produce real-time results. The new “Real-Time Learning Machine” is the industry's first to combine predictive technology, modeling and machine learning to provide spur-of-the-moment results.

AdTheorent ran a pre-release trial during the 2012 holiday season and found that the platform delivered two to three times more engagement than that of industry norms. The company also stated that the new platform is the basis of its “second-generation mobile ad network” and that tests so far had shown “uplifts” of as much as 500 percent over existing norms.

According to a recent report, AdTheorent “learns” like this: “AdTheorent's RTLM application analyzes 50,000 bid requests per second on a single server, filtering out bids with a low probability of click, conversion or awareness lift. The RTLM system ‘learns’ from incoming bid requests and builds and modifies predictive models as it learns, applying such models in live campaigns to match each mobile advertisement with the optimum mobile impression.”

The CEO noted, "RTB companies face a big data problem in modeling terabytes worth of data every month. RTLM is the only solution that can scale to meet the big data demands to produce result driven models in the RTB world. Our RTLM system is designed for mobile advertisers, and we anticipate a greater willingness from advertisers seeking to deploy real-time bidding in the coming year."

AdTheorent's platform works amazingly fast, analyzing 50,000 bid requests every second. As it analyzes, it removes bids that have a low chance of being clicked and the system “learns from incoming bid requests and builds and modifies predictive models as it learns, applying such models in live campaigns.”

This results in engaged users and much better odds of the user clicking through.

AdTheorent describes itself as the “first second-generation mobile ad network” and currently names Pepsi, Zillow and Princeline.com among its clients.

Edited by Braden Becker

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