Open AI for Ads powers its first algorithm with Oracle Data Cloud
December 5, 2017—Boston, MA—dataxu, a leading software provider for marketing professionals, today announced the launch of Open AI for Ads, an industry-first initiative that enables users of its TouchPoint™ DSP to dramatically improve campaign performance by utilizing artificial intelligence powered by high-quality, proprietary data sets. The first algorithm included in Open AI for Ads is powered by data from Oracle Data Cloud.
To solve these challenges, dataxu has developed Open AI for Ads, a new approach to driving marketing outcomes using artificial intelligence. Open AI for Ads is a flexible solution that can be powered by robust third-party data sets, as well as by custom first-party insights developed by analytics teams within agencies or brands. By leveraging these customized algorithms, marketing professionals can drive performance while also reducing the time spent on campaign management.
“As the traditional business of media buying commoditizes, advertisers are on the hunt for sophisticated analytics capabilities from their agencies, but also want to lower the cost of managing ad investment,” said Michael K. Baker, CEO and co-founder, dataxu. “Open AI for Ads gives our agency customers a powerful new capability that leverages AI and software automation to meet marketer needs. Open AI for Ads enables advertising teams to easily codify the insights in their data to create a powerful, proprietary programmatic buying solution.”
When running the solution across several campaigns, Team One increased site engagements for one client by 18%. “At Team One, data-driven decision making is imperative to our marketing recommendations,” said Matt Harrison, Associate Media Director, Team One. “With Open AI for Ads, we were able to augment our internal data with not only Oracle insights, but also dataxu’s AI expertise. The results speak for themselves, and we see this as a true competitive differentiator.”
dataxu, a Silver level member of Oracle PartnerNetwork (OPN), collaborated with the Oracle Data Cloud to develop the first Open AI for Ads partner solution, which leverages dataxu’s unique SPARK distributed computing pipeline enabling users to “plug & play” their consumer research into a real-time decision system to action insights without recoding models. The algorithm powered by Oracle goes one step further in ease of use by automatically mapping a brand’s first-party data to Oracle Data Cloud’s comprehensive data set to identify consumers and behavior patterns likely to engage with that brand. The algorithm automatically adjusts DSP targeting and bidding strategies to drive more conversions at a lower cost.
“Not every brand or agency has a data science team,” said Rory Edwards, dataxu’s VP of Marketplace & Corporate Strategy. “dataxu’s collaboration with Oracle Data Cloud enables our TouchPoint DSP customers to reach the right people at the right time and place in their buying journey and reach them in the most cost-effective way.”
“Using Oracle Data Cloud data within an AI construct unleashes the accuracy and power of the Oracle data set in a brand-new way. Oracle Data Cloud sees 7.5T data points collected monthly across 250M anonymized users in the country. We are excited to see that game-changing approaches to data activation, like dataxu’s, are producing some fantastic results,” commented Xavier Segura, Manager, Platform Partnerships, Oracle Data Cloud.
Open AI for Ads is built upon dataxu’s pioneering “Algorithm Marketplace,” which the software company introduced in 2013. The existing Algorithm Marketplace enables users of TouchPoint to select from dozens of algorithms to specify the bidding decision logic used for a campaign.
dataxu will roll out additional Open AI for Ads partners in coming months. “We are in discussions with a number of owners of valuable proprietary data who are interested in ways to safely syndicate and monetize their data. We believe that encoding insights gleaned from affiliated data sets as algorithms in Open AI for Ads represents a privacy-friendly and data-secure way to do so,” continued Baker.