A 37% viewability boost - AdRoll's latest symphony

James McGrath
By James McGrath | 21 May 2015

AdRoll claims its new algorithm can help increase viewability by 37% and click-through-rates by 46%.

The retargeting company announced the implementation of a new algorithm overnight , code-named “Beethoven”.

It reportedly uses machine learning technology to factor in viewability and predicted impression-level ROI.

The upshot is that the new algorithm will automatically optimise bids to win impressions that are more likely to convert, taking into account the above factors, crunching thousands of granular exchange and user-level features in real time.

The new algorithm has been in development since 2014, and its viewability claims have been given the all-clear from the Media Rating Council.

AdRoll has always been dedicated to building the best products and helping our customers navigate the complex ad ecosystem,” AdRoll chief technology officer Valentino Volonghi said.

“With our scale, AdRoll is in a unique position to leverage data from a wide variety of sources to get breakthrough results for our customers. We are continuously testing and updating BidIQ and Beethoven is the latest result of that focus.”

News of the algorithm comes as viewability continues to heat up as a topic in the industry.

Earlier this month Google claimed that 64% of online ads served in Australia were viewable.

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