AdTheorent Launches Point™, a Suite of Machine Learning-Powered Geo-Intelligence Solutions Designed to Drive Increased Performance for Advertisers
- None.
- None.
Insights
AdTheorent's launch of Point, a machine learning-powered geo-intelligence suite, represents a significant advancement in the digital advertising technology sector. This development is poised to enhance the precision of programmatic advertising, potentially leading to increased revenue for businesses that leverage these tools effectively. By offering a more targeted approach, advertisers can reduce waste in their ad spend and improve return on investment (ROI). The integration of Point into AdTheorent's existing platform suggests a seamless user experience, which could be a competitive advantage in attracting and retaining clients.
Moreover, the inclusion of over 29 million consumer-focused points of interest across a vast range of categories indicates a comprehensive solution that caters to diverse advertising needs. The ability to measure the efficacy of campaigns through deterministic visitation reporting is particularly noteworthy, as it provides tangible metrics such as total visits, visitation rate and incremental lift. These metrics are crucial for advertisers to assess the direct impact of their campaigns on consumer behavior and adjust strategies accordingly.
AdTheorent's emphasis on privacy-forward solutions is a response to the growing concern over data privacy in the digital advertising industry. The use of machine learning to enable ID-independent audience targeting is a strategic move, considering the impending deprecation of third-party cookies and increased regulatory scrutiny. AdTheorent's approach aligns with industry trends towards more privacy-centric advertising models, which could mitigate the risk of privacy breaches and regulatory violations. This focus on privacy could enhance trust among users and advertisers, potentially leading to a more stable customer base and a stronger market position.
The financial implications for AdTheorent and its stakeholders could be substantial if Point is adopted at scale. By providing detailed visitation reporting and the ability to optimize campaigns for specific KPIs, AdTheorent is positioning itself to capture a larger share of the digital advertising market. The potential for improved campaign performance and efficiency may attract new clients and increase spending from existing ones. However, it is important to monitor the adoption rate of Point and the actual performance improvements reported by users to gauge the long-term financial impact. Additionally, competitors' reactions and the development of similar technologies could influence AdTheorent's market share and revenue growth.
It is also crucial to consider the costs associated with the development and maintenance of such an advanced platform. Investors should look for updates on the financial performance in subsequent quarters to understand how the investment in Point is translating into revenue growth and profitability for AdTheorent.
AdTheorent utilizes precise location data for visitation modeling, location-based targeting,
and deterministic measurement
Point delivers differentiated geo capabilities enabled by the industry's most advanced machine learning foundation:
- AdTheorent's Point of Interest (POI) Capability: The AdTheorent platform enables advanced location targeting by points of interest locations. AdTheorent has access to more than 29 million consumer-focused points of interest that span across more than 17,000 business categories. POI categories include: shops, dining, recreation, sports, accommodation, education, retail banking, government entities, health and transportation. AdTheorent's POI capability is fully integrated and embedded into the platform, giving users the ability to select and target a highly customized set of POIs (e.g., all Starbucks locations in
New York City ) within minutes. - Point's Targeting Suite, Powered by Machine Learning: AdTheorent's machine learning-powered geo-intelligence solutions allow advertisers to leverage precise location data in highly differentiated ways. Point's targeting capabilities include:
- Omnichannel Geo-Targeting: AdTheorent can target by country, state, city, DMA, or zip code and only serves ads to those within the specified geo that have the highest likelihood of converting, as measured by AdTheorent predictive models.
- POI Location Targeting and Retargeting: can be leveraged to reach customers near a brand's location, or customers who have visited a brand or competitive brand's location within a customizable period of time.
- AdTheorent Predictive Audiences: in addition to the multitude of custom inputs that can be incorporated into AdTheorent ID-independent audiences, proprietary visitation patterns can be used to inform advanced audience quality algorithms.
- Custom Machine Learning KPI Models: all AdTheorent campaigns utilizing Point have performance models built upon visitation and location data, ensuring the attainment of important client KPIs, such as visits, cost per visit, and incremental lift.
- Point's Visitation Reporting: AdTheorent offers deterministic visitation reporting to quantify the impact of AdTheorent campaigns. Reporting metrics include: total visits, visitation rate, cost per visit, standard visitation lift and incremental lift. Unlike most solutions, AdTheorent can measure and report on visitation by individual POI location or nationally.
"AdTheorent's Point is a differentiated and powerful suite of geo-intelligence solutions that provides advertisers with endless applications of location-based data – whether to drive incremental visits to a specific set of locations, or to use location data to build ID-independent customized Predictive Audiences," said Jim Lawson, CEO of AdTheorent. "Most importantly, all of these applications are enabled by AdTheorent's proprietary machine learning technology, which drives superior performance for advertisers."
About AdTheorent
AdTheorent (Nasdaq: ADTH) uses advanced machine learning technology and privacy-forward solutions to deliver impactful advertising campaigns for marketers. AdTheorent's machine learning-powered media buying platform powers its predictive targeting, predictive audiences, geo-intelligence, audience extension solutions and in-house creative capability, Studio A\T. Leveraging only non-sensitive data and focused on the predictive value of machine learning models, AdTheorent's product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results, measured by each advertiser's real-world business goals.
AdTheorent is consistently recognized with numerous technology, product, growth and workplace awards. AdTheorent was named "Best Buy-Side Programmatic Platform" in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and "Most Innovative Product" (B.I.G. Innovation Awards) for five consecutive years. Additionally, AdTheorent is the only seven-time recipient of Frost & Sullivan's "Digital Advertising Leadership Award." AdTheorent is headquartered in
View original content to download multimedia:https://www.prnewswire.com/news-releases/adtheorent-launches-point-a-suite-of-machine-learning-powered-geo-intelligence-solutions-designed-to-drive-increased-performance-for-advertisers-302072784.html
SOURCE AdTheorent
FAQ
What is the name of the company mentioned in the press release?
What is the ticker symbol for AdTheorent Holding Company, Inc.?
What is the name of the newly launched suite of solutions by AdTheorent?
What are some capabilities of AdTheorent's Point of Interest (POI) Capability?
How does AdTheorent's machine learning-powered geo-intelligence solutions help advertisers?
