How it Works
DataXu offers the first real-time ad optimization platform for advertisers. With patent-pending technology developed by founders at MIT, the DataXu platform values, bid manages and buys ads on an impression-by-impression basis, across the ad exchanges operated by Google, Yahoo and others.
By using our platform, your media spending will be more efficient, transparent, and accountable. Learn more about how our technology works and what makes us unique:
Getting started.
Our proprietary technology is an automated, self-learning decision-support system. The system initially “learns” from brand and campaign data that you provide, including results from past display, search, and e-mail campaigns, as well as site analytics. The DataXu platform analyzes over 100 data parameters, across context, consumer and creative. We predict which combinations are most likely to produce the actions you specify, whether it’s clicks, web site visits or specific conversion actions. Don’t have past campaign data? No problem, the DataXu system can fine tune its optimization very quickly, even for a brand new campaign or product.
Customized, dynamic campaign algorithms.
Initially, your campaign runs based on unique algorithms defined by the data you provide. But our system doesn’t stop there. Results of the campaign are continually analyzed to adjust the algorithms accordingly. Our system tests multiple algorithms in a sort of ongoing, survival-of-the-fittest competition; whichever algorithm proves to work best for your specific objectives will be the one that is used. Algorithms are typically refreshed at least daily, based on the latest campaign results.
Real time valuation and bidding.
Your customized algorithms guide our system to scan the Web for pages being loaded, and decide how valuable each available ad impression could be to your campaign. Our real-time system picks and prices individual impressions as they become available, in less than 50 milliseconds. You pay only what each impression is worth to you—based on your specific goals. With this approach, campaign optimization becomes as dynamic as the web itself.
Performance analysis by nanosegment.
Beyond performance, the DataXu platform offers advertisers unique consumer and brand insights, including nanosegment reports that identify the key context, consumer and creative attributes driving performance.
What is a nanosegment? It is an extremely precise division of a market, even more granular than a microsegment, providing a new level of detail in campaign performance analysis.
Learn more about real-time bidding and the benefits of working with DataXu.
