Case Study AdTheorent

AdTheorent Enriches Predictive Modeling with AlchemyAPI

Natural Language Processing (NLP) content analysis helps optimize ad click-through rates and campaign performance“We’re data scientists disguised as a mobile advertising network,” CEO Anthony Iacovone says, describing AdTheorent’s approach to contextual ad placement. AdTheorent was founded to rewrite the broken formula that publishers and advertisers have been living with by implementing predictive models enriched with NLP content analysis.

The Challenge: Matching mobile user content preferences with advertising Delivering the best mobile ads to the users most likely to respond, in real-time has been a challenge for marketers. While accurately tracking the number of clicks and post-click engagement on a given ad is easy, that knowledge comes after the ad impression is already paid for at a bulk rate. And, all too often the ad is served without truly aligning the offer to the content.

Trillions of mobile ads are served up each year – most are ignored. Considering that eMarketer expects U.S. mobile advertising spending to reach $14.97 billion in 2014, up from $4.36 billion in 2012,1 results-driven CMOs will surely be looking for better return on their marketing investment. AdTheorent delivers this with its predictive RTB-enabled 2nd-generation ad network.

The Solution: Adding keyword extraction and sentiment analysis to multivariate analysisRecognizing that uniting structured and unstructured data analysis could help make mobile ads even more relevant, AdTheorent developed the Real-Time Learning Machine (RTLM), a Big Data mining system that combines traditional mobile ad statistical analysis with NLP. AdTheorent’s technology platform analyzes billions of data points in real-time to predictively target and deliver dramatic

Company Profile:• Real-time bidding (RTB)mobile advertising platform

NLP Problems:• Optimal ad targeting• Accurate, evolvingpredictive modeling

AlchemyAPIs Used:• Keyword extraction• Sentiment analysis

Volume of Content Analyzed:• 50,000 bid requests persecond • 2 billion through RTLM/day

Type of Data Analyzed:• Web page content

Result:• 200-300% increase inclick-through rates• Scalable platform thatsupports Big Data demands• Maximized ROI for eachenterprise client

Case Study AdTheorent

improvements in mobile advertising results in the RTB environment. RTLM uses AlchemyAPI’s keyword extraction and sentiment analysis services to analyze Web page content and then fetch relevant ads to deliver to the user.

Consequently, RTLM’s real-time, predictive modeling optimizes advertising impressions served to users, delivers better campaign performance for advertisers and continuously learns what influences users.

AdTheorent is modeling, enriching, tracking and reporting on 2 billion records each day. The NLP services need to perform at the same scale. “AlchemyAPI’s system is extremely robust and reliable. It gives us depth and accuracy in keyword extraction and sentiment,” Iacovone says, adding that users’ privacy is preserved because RTLM relies on tracking impressions instead of “chasing an individual around the Internet to identify their likes and dislikes.”

AlchemyAPI’s Value: Better analysis, better campaign resultsAdvertising click-through rates for AdTheorent’s clients have been tracked at 1.3%, a 300% increase over the benchmark average of 0.38%. What sets RTLM’s capabilities apart is that they grow more accurate over time, leveraging what is learned with each action and combining it with AlchemyAPI’s unparalleled keyword taxonomy. Media buyers can realize the economies of real-time bidding (RTB) and reach their audiences at a larger scale, without guessing at ad relevance based on historical data. “We know that while data integrity is essential, looking deeper into content for keywords and sentiment is critical,” Iacovone explains. A visit to AdTheorent’s creative gallery will convince you that many major brands, in a variety of markets, think RTLM is a winning mobile ad solution.

AdTheorent evaluated several NLP providers, but the simplicity of integration and data integrity they saw during testing made AlchemyAPI the technology partner of choice. However, the NLP services were not the only differentiator. “The team we worked with at AlchemyAPI has been outstanding in helping us to understand NLP technology and how we could economically implement it,” Iacovone remarks. “AlchemyAPI gives us accurate extraction, simple integration and is an easy company to partner with.”

ConclusionAdTheorent is revolutionizing mobile ad campaigns through RTLM, an unprecedented real-time multivariate data analysis system that enables optimized ad placement relevant to mobile user’s interests. AlchemyAPI’s keyword extraction and sentiment analysis services enrich RTLM’s statistical analysis, giving AdTheorent’s customers highly effective campaign performance.

“AlchemyAPI’s system is extremely robust and reliable. It gives us depth and accuracy in keyword extraction and sentiment.”

Anthony IacovoneCEO

Case Study AdTheorent

About AlchemyAPIThe product of over 75 person years of engineering effort, AlchemyAPI is a text mining platform providing the most comprehensive set of semantic analysis capabilities in the natural language processing field. Used over 3 billion times every month, AlchemyAPI enables customers to perform large-scale social media monitoring, target advertisements more effectively, track influencers and sentiment within the media, automate content aggregation and recommendation, make more accurate stock trading decisions, enhance business and government intelligence systems, and create smarter applications and services. To learn more about our company and services, please call us at 1-877-253-0308 or email info@alchemyapi.com.

About AdTheorentAdTheorent is the world’s first 2nd generation mobile ad network, powered by a platform built from the ground up to address the specific needs of the mobile advertising ecosystem. AdTheorent’s Platform integrates its 35,000+ mobile inventory sources and analyzes hundreds of thousands of potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. Using first-of-its-kind predictive modeling to identify impressions with a higher propensity for conversion and awareness lift, the AdTheorent Platform places bids in real time within the pricing parameters established by the advertiser. The result to brands and marketers is higher conversion rates at a significantly lower cost -- The Intelligent Impression®. For more information, visit: www.adtheorent.com.

1. http://www.emarketer.com/Article/Most-Digital-Ad-Growth-Now-Goes-Mobile-Desktop-Growth-

Falters/1010458#RuieMq5g5OQuz4rQ.99

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