New technology could help video advertisers soon. MAW has received word that GetIntent, a global provider of programmatic advertising software solutions, has completed closed beta testing for PreVid, a proprietary fill-rate optimization algorithm-as-a-service.
Soon to be available a general audience, it’s designed to provide outcome probability events for each impression. According to GetIntent, “the video-first, data-driven technology has been successful in achieving more than a 10x increase in fill rate.”
Vladimir Klimontovich, the co-founder and CTO of GetIntent, is optimistic about the possibilities.
“Video is the most valuable real estate on a publisher’s website and too many of these impressions are filled with a large waterfall overhead,” Klimontovich said. “Fill rate is the most crucial KPI in online video advertising, and we were excited to use our predictive intelligence to shorten the chain of demand sources and create a superior method of calculating the probability (of) selling/filling each impression.”
Firms involved in the closed test are upbeat, too. For instance, CenterPoint Media, one of the fastest growing advertising technology companies in New York, foresees a good outcome for PreVid.
“One great aspect of digital advertising is that true innovation in the space can always be quantified,” said Paul Roberts, the CEO of CenterPoint Media. “Since we began using PreVid, our fill rate has increased more than 300 percent. GetIntent has set the stage to solve many more problems like this for the industry using technology we have yet to see in the space.”
According to GetIntent, PreVid works as a real-time engine tailored to solve waterfall problems for publishers and networks.
“Powered by cutting edge machine learning algorithms that calculates the probability of being filled by each demand channel per each impression. It utilizes a various big data mining techniques in order to leverage up to 60 days of historical data. In order to pair impression opportunities with demand partners, PreVid calculates the probability of being filled at specific price. Publishers can now determine an optimal sale price for each impression in order to yield optimal revenue and significantly decrease the waterfall impact.”
That would be a huge improvement.
“PreVid helps to solve the waterfall problem that results in a massive number of ad calls clogging the system,” said George Levin, a co-founder and CEO of GetIntent. “Whatever the goal of a campaign — be it probability of clicks or probability of sale – PreVid is able to guide the process in a streamlined manner that spares servers needless activity and our clients needless cost.”