Based on its recent analysis of the mobile advertising market, Frost & Sullivan recognizes AdTheorent, Inc. with the 2015 North America Frost & Sullivan Award for Customer Value Leadership. AdTheorent has emerged as a leading provider of data-driven predictive solutions for mobile advertising due to its comprehensive product portfolio, market-leading technology, effective service and support capabilities, as well as strong commitment to innovation. Its machine-learning, tracking, and deep-linking technologies combine to maximize engagement and awareness for advertisers.
AdTheorent's machine-learning technology, the Real Time Learning Machine™ (RTLM), combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences. This unique technology platform enriches ad impressions with proprietary first-party and third-party data, which is then analyzed by the RTLM system to deliver precise audience targeting, brand awareness, brand lift, brand favorability, higher click rates, post-click engagement and conversion.
AdTheorent’s RTLM system is unlike other Big Data mining systems in that it leverages a unique methodology and architecture that allows RTLM to be significantly more efficient. Built on GPU and leveraging distributed computing, RTLM employs an in-memory internal representation that is supported by a unique “Learner” component in its architecture. This setup enables AdTheorent to overcome data volume and dimensionality barriers to develop models that are more agile and can be updated in real time.
“AdTheorent has positioned itself as a company delivering superior results by analyzing all data flowing in real time, and by knowing the customer beyond the demographics or other isolated and disconnected data points,” said Frost & Sullivan Industry Director, Vikrant Gandhi. “Its full-service approach, including creative, strategy, analytics and services, provides customers with higher value than just standalone programmatic solutions.”
AdTheorent has also built a comprehensive measurement and analytics product, which allows the advertiser to track click and post-click behaviors across different environments, including the Web, on apps, in rich media, and in video. In addition, it leverages its Apptivation® deep-linking technology to help drive in-app activity by taking the user directly into the application if it is present on the mobile device, and otherwise adhering to a comprehensive waterfall process, depending on the user and his/her environment. Overall, AdTheorent’s approach of becoming a managed programmatic advertising company has resonated well with customers.
AdTheorent’s portfolio of mobile advertising solutions includes rich media and video creative services, campaign strategy management, and advanced reporting interfaces. This is a significant benefit for advertisers, as they do not have to work with multiple vendors for their mobile advertising requirements. It is also working on leveraging machine learning for dynamic creatives, which will become an essential requirement in the next-generation mobile advertising markets.
“By serving the key requirements of both buy side and the sell side in mobile advertising, AdTheorent has emerged as the vendor of choice in the North American mobile advertising market,” observed Gandhi. “Most of AdTheorent’s customers belong to the Fortune 500 or the Fortune 1000 list, which is a clear testament to the creative capabilities, best-in-class execution, as well as advanced and effective targeting delivered through its mobile advertising platform.”
Each year, Frost & Sullivan presents this award to the company that has demonstrated excellence in implementing strategies that proactively create value for its customers with a focus on improving the return on the investment that customers make in its services or products. The award recognizes the company's inordinate focus on enhancing the value that its customers receive, beyond simply good customer service, leading to improved customer retention and, ultimately, customer base expansion.
Frost & Sullivan’s Best Practices Awards recognize companies in a variety of regional and global markets for outstanding achievement in areas such as leadership, technological innovation, customer service, and product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis, and extensive secondary research.
AdTheorent (adtheorent.com) is a technology company that is transforming mobile advertising through data-driven predictive solutions. AdTheorent’s machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.
AdTheorent’s machine learning technology the Real Time Learning Machine™ (RTLM) combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences. Powered by data-driven intelligence, AdTheorent’s platform delivers the right ad, to the right user, at the right time all in “real time” within brand advertisers’ ROAS and performance goals.
AdTheorent’s measurement and analytics solution is the mobile advertising industry’s most advanced cross-device/cross-media measurement and analytics technology, providing the “post-click and post view” signals necessary for modeling to (i.e., predicting) true user engagement and awareness.
AdTheorent’s Apptivation® is unprecedented deep linking technology that powers “intelligent ad units,” fostering seamless and efficient user engagement. Apptivation allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions such as Passbook, Calendar, Phone, Map and others.
The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric The Intelligent Impression®.
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