2018年2月13日

巴黎Adikteev -认为Criteo应用程序重新定位目标平台的1200万美元周二系列B。该公司计划把钱花在研究和开发和扩大其100人的员工大约40个新的工程师员工在下个月。圆,Adikteev总资金1420万美元,因为它成立于2012年,是由环首都和法国发展,假以时日的伊赛Ventech投资者Laurent Asscher和技术。排除休闲游戏,大部分的广告商Adikteev的名单,包括宝洁、亚马逊、惊奇,大众和家乐福看到应用在第一天保持利率在35%和60%之间。一个星期后,这个范围通常落在10 - 30%。Adikteev的技术,其中包括一个移动需求方平台(DSP)、数据管理平台(DMP)和富媒体广告创造者,帮助应用程序恢复失效的用户,提高参与和增加保留。“说有人食品交付应用程序安装,他们点菜一周一次,“说阿列克谢•Chemenda CEO和美国Adikteev董事总经理。“我们的目标就是让这发生得更加频繁。“它与应用归因和跟踪公司,如AppsFlyer、优化和调整,或直接与广告客户的DMP观众数据的访问。Adikteev然后细分用户分成更小的组及其算法优化消息和富媒体创意——通常是互动播放单元——每组。 “Often we have thousands of different creatives in a campaign as we’re testing to find the optimal version for a specific audience,” Chemenda said. “The idea is to personalize. If it’s been two weeks since someone ordered a Moroccan tagine from that food delivery I mentioned, and they gave it five stars and then didn’t order again for two weeks, it makes sense for us to see if they want to order again.” But beyond finding users and nudging them to come back, retargeting is about getting them to stay. One of the items on Adikteev’s road map this year is improving predictions of lifetime user value and segmenting cohorts in real time. That’s why Adikteev acquired German mobile DSP Trademob last year. “We have the creative technology, and they had the retargeting optimization technology,” Chemenda said. Another big 2018 agenda item is building a tool for real-time incrementality measurement. Today, Adikteev shares weekly reports with its advertisers that show the split between return on ad spend and organic activity – even if that means Adikteev gets less credit for its retargeting efforts. “In retargeting, the big question is always incrementality: How much revenue are you driving versus what would have happened anyway?” Chemenda said. “It may look like we’re driving a certain amount of revenue for an advertiser when, in fact, it’s less, and we want to be front and center about that. This is about bringing more transparency into our company, but also into the market.” Popular On AdExchanger Right Now: