Making Science Adds Campaign Optimization Tool OptiPhi

Madrid-based ad tech and data company Making Science has launched a platform called OptiPhi, which promises a holistic view of campaign performance, allowing advertisers to measure the impact of their campaigns, and automatically manage and optimise their media spend.

Making Science employs more than 1,200 people at locations across eleven European countries as well as Mexico, Colombia, Georgia and the USA. The company has four business lines: a digital ad agency integrating strategic planning, creative, data and technology; a cloud, software and cybersecurity business; an AI and SaaS division employing more than 400 engineers and data scientists for the development of marketing-focused platforms and digital solutions; and an investment arm working with Ventis and TMQ. In November it announced that former Ebiquity CEO Nick Waters will join the company in February as CEO for the UK, Northern and Central Europe, and last month it launched a new tech division called RAISING, developing predictive and generative AI-based solutions to help optimize marketing return.

In addition to continuous measurement, the new tool taps Marketing Mix Modeling (MMM) to help advertisers understand the ROI of each channel and optimise their budget more efficiently, and offers an AI-based attribution system which adjusts the distribution of media spend in real time. The platform also allows for experimentation via controlled testing, and allows users to activate these insights to optimise media spend.

Paula Gomez, the firm's Global Director of AI, Data & Tech for Marketing, says the new platform was created in response to 'the need for advertisers to make strategic, data-driven decisions in an increasingly complex environment', due to fragmentation and privacy-inspired restrictions on data access.

Web site: www.makingscience.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.