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myThings, a leader in conversion driven personalised retargeting solutions has integrated with DoubleClick Ad Exchange (ADX), Google’s dynamic media marketplace for buying and selling display advertising space with real-time bidding (RTB) as a means to offer performance uplift and greater scalability for customers’ display ad campaigns. Handling over 15,000 bids per second, myThings is connected to Google ADX as one of its prime media provider and is responsible for hundreds of millions of bids per day via this leading platform.
Committed to increasing its customers’ campaign performance and scalability, myThings has seamlessly integrated their system programmatically through a real-time bidder linked to the ADX API. The platform enables media buyers and sellers to connect, providing real-time and impression-by-impression access to a large pool of high-quality inventory. AdX passes detailed information to buyers when each impression is announced, so that buyers can better value impressions and use RTB to inform their decisioning engine. They also benefit from open competition: all real-time bids compete with non-RTB bids in a fair auction.
The server-to-server integration between Google and myThings enables myThings to evaluate each and every impression available in the network in real time. With a segment-based bidding approach, myThings’ personalised retargeting solution is now able to combine the retailer's data and myThings’ recommendation data with Google's ADX marketplace contextual and media data including identifying publishers, ad space location, and other instrumental parameters to increase bid value. myThings also analyzes behavioural data based on the user’s previous interactions with a retailer's website. These determining factors provide advertisers with more insight and greater bidding granularity.
“myThings’ customers benefit from specific parameters incorporated into Google’s ADX marketplace to determine the accuracy and price for the specific impression, such as publisher identifier, ad space location – above versus below the fold for example – and previous win rate excluded from the campaign,” explains myThings’ EMEA VP of Sales and Business Development Laurent Gibb. “These unique parameters produce the most accurate bidding mechanism on the market.”
myThings has embraced the advanced capabilities that the ADX API provides. AdX passes detailed information to buyers when each impression is announced, so that buyers can better value impressions and use RTB to inform their decisioning engine. They also benefit from open competition: all real-time bids compete with non-RTB bids in a fair auction. Offering outstanding quality control, the Google RTB platform limits publisher types, advertiser types and ad placements, thereby protecting and ensuring high quality control for the media.
Tanzil Bukhari, Google’s European Head of AdX Buyer Relations said “myThings’ smart behavioural retargeting technology and its team’s industry expertise enable advertisers to fully leverage the power of the AdX marketplace and place bids with greater accuracy. The myThings technology team lead a swift and efficient RTB integration with us and they have fast become one of our strategic partners.”
About myThings
myThings (mythings.com) is a personalised retargeting provider whose solution enables online advertisers to create relevant, personalised online display ads (banners), in real time, for visitors who have left their website without completing a purchase, as they continue to surf the web. myThings offers adaptive retargeting ads generated in real-time, for each user based on previous interactions with the advertiser’s website. Each ad is optimised to maximum relevancy for the user. In 2010, myThings partnered with Affiliate Window to present the first CPA based affiliate retargeting solution on the market that integrates into advertisers' existing affiliate tags. The solution won the Econsultancy Award in Affiliate Marketing in March 2011. myThings has over 200 partnerships with online retailers and brands, leading European affiliate networks, analytics platforms and advertising agencies. Customers include Orange Mobile, PrimeMinister, the Microsoft Store, MisterGooddeal, Telecom Italia and Booking.com.
About DoubleClick Ad Exchange
DoubleClick Ad Exchange (google.com) helps media buyers and sellers connect through multiple deal types across a global, open, transparent and brand safe marketplace. For buyers, DoubleClick Ad Exchange provides real-time and impression-by-impression access to a vast pool of high-quality inventory. Buyers can bring their own data, optimization and bid strategies to the exchange in order to easily meet their advertising goals. For sellers, DoubleClick Ad Exchange provides more ways to transact with buyers, helps remove barriers to potential transactions and grows revenue. Sellers can offer inventory on their own terms with unique pricing and business controls to ensure they protect their assets and get the most value for them.
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