The catch is that an online ad campaign must be large enough and last long enough to provide sufficient data from which to make optimization recommendations. But so far, the New York Daily News says this aspect of their internal tool Adlift has been a plus, helping convince partners to ramp up campaigns.
The product was launched in 2016 and is tied to the paper’s digital-management platform Lotame. Per an AdExchanger report by senior editor Sarah Sluis, AdLift generated a 15% increase in direct-sold revenue during the first six months of operation, compared to the same period in 2015:
Sometimes those [fine-tuned] audience segments can be counterintuitive–like a family sports restaurant that showed the highest performance around political content.
“It may not have been something they would have chosen to do, but we had high confidence it would perform,” Daily News executive vice president of digital Grant Whitmore said… “We think it’s important that it doesn’t exist in a black box.” Clients always have a choice to accept or reject recommendations.
Another nice aspect of AdLift is that it can be used in combination with third-party data as well, if the client so desires. Read the rest of Sluis’ piece here.