MediaGamma wins Innovate UK funding
2 mins read
We just secured our fourth UK Government grant. This one is from Innovate UK, the UK’s innovation agency, and it's for £160K.
We showed how the digital ad industry is undergoing a fundamental technology change with the advent of machine learning and big data. This is especially the case with real-time bidding (RTB) technologies. This is the means by which ad space is 'auctioned' on a web page or mobile app, in the fraction of a second between you accessing it, and it being displayed on your screen.
We argued that there is massive potential for growth if machine learning algorithms can deliver personalised campaigns.
Every day, viewers can be exposed to 360 digital ads. Meanwhile, engagement rates are just 0.05%. This represents a huge disparity between quantity of ads delivered, and quality of targeting.
The solution is personalised, targeted ads, which are proven to improve engagement by 54%, and can add 30% value across the advertiser/publisher value chain.
So, the bottom line is: be more relevant, and you'll get more favourable reactions. This, in turn, will translate into better returns for your investment.
The challenge however is sheer volume. Personalisation and scale don't mix well. So, most campaigns don't use these techniques because they are too labour-intensive to produce and simply do not work in real time.
We want to bridge that gap. We're complementing our bid management technology with deep-learning techniques such as Generative Adversarial Networks (GANs) which create personalised images or text. Through this, we aim to be the first to generate, completely automatically, entire targeted, personalised creative campaigns.
It's a really hard, really interesting problem, and that's why we're taking it on. Innovate UK agreed!
If you'd like to find out more about what we do, whether as a customer or as a potential staff member, then please get in touch with Rael.