Expand your quality audiences with lookalike modelling

2018/03/09

Cxense has just released improvements to the feature Lookalike modeling in the Cxense Data Management Platform (DMP).

The improved modelling feature enables publishers to promote more targeted content to their readers and increase the number of page views per user. This will eventually also lead to more ad views and potentially higher revenue and hopefully happier users reading relevant content and being displayed to more relevant advertising. The feature allows publishers to expand their audiences and offer advertisers higher quality segments than before. This translates to an even more effective ad spend on the publishers’ inventory and thus happier customers.

But what is lookalike modeling?

Basically, it enables segments in the DMP to be extended to larger, higher valued audiences. By applying AI and machine learning, Cxense has made the functionality even better. The new feature highlights offer an instant feedback on segment modelling based on events from the last month, filling the lookalike segment to requested size in one go. This will give the user a fast overview of the segments and you don’t have to wait for the segment to fill up over time.

The segment modeling is utilizing a broader set of data sources than before; e.g. content consumption, site behavior, and offline data. Lookalike modelling is only uses new users, there’s no overlap between original segments and lookalike segments. You can also define specific inclusion criteria for each segment which enables the end user to find the right balance between segment quality (low inclusion) and reach (higher inclusion %).

Below you can find a link to a presentation that describes the features in more detail, and how it is constructed:
Lookalike Modeling – A Cxense DMP Feature

Feel free to contact us for a demo or more information.

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