iPROM has developed a new algorithm to optimise ad buying on global advertising marketplaces, allowing advertisers to manage digital advertising budgets more efficiently. Powered by cutting-edge artificial intelligence, the algorithm analyses user behaviour and purchase intent, enhancing advertising efficiency through the OpenRTB protocol and refining targeting across all stages of the purchase funnel.
“The development of an open web ad optimisation algorithm based on purchase intent analysis demonstrates our commitment to improving the efficiency of digital advertising. This innovative solution allows retailers and other advertisers to use artificial intelligence to better manage display advertising budgets and effectively guide customers through the purchase funnel. As a result, they can optimise their digital advertising investments and increase returns by up to 30%,” said Nejc Lepen, CTO at iPROM.
AI-driven intelligent targeting based on purchase intent
The advanced algorithms adjust display ad pricing based on purchase intent and user interest, allocating higher budgets for users more likely to convert. This approach ensures relevant messaging, advanced ad space bidding and improved return on advertising spend (ROAS).
Optimisation of ad space and an average of 32% improvement in ROAS
The algorithms enable optimal bidding on global advertising marketplaces via the OpenRTB protocol. By analysing signals such as product views and user interactions, the system allocates resources to relevant audiences, increasing the return on advertising investment. Initial testing has shown an average ROAS increase of 32% for executed campaigns. With this innovation, iPROM empowers its clients to make more efficient use of their digital media budgets.
About iPROM
iPROM is a leading regional provider of media and technology solutions for digital advertising on the open web. Our knowledge and experience help our customers streamline the complexities of marketing in the digital environment. By combining advanced technology with the most comprehensive consumer behaviour data on the market, we enable our clients to display the right advertising messages to the right person at the right time on the right device while also helping online publishers grow revenues.
iPROM is a high-tech company that brings together the broadest range of consulting, analytical, media and software solutions needed in digital media advertising. Our continuous investments in technological development help us stay ahead of the competition and keep our clients at the front of the minds of their target audiences.