myThings Adds Visual Analysis to Pre-Targeting Offer

Personalised ad solutions firm myThings has launched what it describes as a 'first-of-its-kind' pre-targeting solution, which analyses the visual attributes of a product in order to predict shopping behaviour.

Founded in 2005, myThings uses data-driven display technology - including machine-learning algorithms which assess the likelihood of conversion - to offer personalised retargeting, pre-targeting, look-alike targeting and dynamic display.

The new solution is powered by visual recognition technology, which analyses a product's shape, outline, colour and even texture along with meta data such as title and price, and then matches it with an advertiser's own products inventory.

When a browser views a product page on a specific price comparison site and reads product reviews, the firm can then present that user with a relevant banner showing identical and/or similar products offered.

Benny Arbel (pictured), CEO of myThings, claims a six-month testing period showed that pre-targeting generates a 'five times' uplift in click-through-rates, compared with standard display acquisition campaigns, and a post-click conversion rate that is comparable to paid search.

Earlier this year, myThings raised $15m in a round of funding which it is using to drive growth across Europe and expand into new markets, and bringing its total funding to date to $22m. The firm is registered in London, has teams in eight European countries as well as Japan and India, and a technology centre in Tel Aviv.

Web site: www.mythings.com .