AdTheorent Debuts 'Creative Personalization' Tool

In the US, data-driven mobile ad network AdTheorent has launched a solution called Advanced Predictive Creative (APC), allowing users to score and construct the optimal combination of creative elements that are most likely to lead to a successful campaign action for each consumer.

New York-based AdTheorent uses predictive modeling to identify which ad impressions have a higher propensity for conversion and awareness lift. Its Real-Time Learning Machine (RTLM) allows mobile advertisers to track post-click behavior across mobile ad channels; segment users; and then target ads.

The new machine learning-based APC allows users to tailor a combination of creative elements, such as product shots, logos, colors, backgrounds, messaging and calls-to-action, for each consumer. This 'creative personalization' supplements the company's predictive targeting to identify consumers in specific demographics who are most likely to engage, while APC's machine learning models identify the best creative for each consumer.

COO James Lawson (pictured) comments: 'AdTheorent's technology, product and creative design teams have developed a creative delivery platform which complements our machine learning capabilities. This allows data-driven performance metrics to replace human assumption in the selection of creative elements delivered to consumers'.

Web site: www.adtheorent.com .