"On Monday, Optable launched a new planner agent to automate the ad planning process for publishers. The tool analyzes advertiser campaign briefs, generates audience segments to target and reports back on measurement and outcomes once the campaign is live. Hurry up! Historically, the process of analyzing an RFP has been "slow and manual," especially when the publisher is creating custom audience segments, said Jessica Hogue, chief data officer for consumer media at Hearst."
"Hearst and Optable have worked together to organize and taxonomize engagement across Hearst's websites to help target audiences for specific advertisers or campaign goals. It's like having the ocean "distilled and recommended back to you," said Andrew Dumas, Optable's US managing director. The alternative, he said, can mean manually typing in keywords or just hoping impressions are going toward the right audiences."
Optable introduced a planner agent that automates publisher ad planning by analyzing campaign briefs, generating target audience segments, and reporting measurement once campaigns run. The agent processes large volumes of data quickly to replace slow, manual RFP analysis and to reduce handoffs in planning workflows. Collaboration with Hearst organized and taxonomized engagement across publisher websites to create richer audience signals and improve targeting precision. The agent assembles extensive keyword and metadata sets to expand beyond simple keyword proxies and proposes broader, more specific audience combinations that reveal non-obvious targeting opportunities, such as niche demographic and interest overlaps for advertisers.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]