The problem with prevailing auto-optimization solutions
Optimization is what every brand strives for. There is no way to drive growth without an optimization strategy. But with so much data available at our fingertips, the analysis required to find optimization insights can feel daunting, which is why automated optimization is so appealing to brands. Who doesn’t want the benefit without the work? And when you’re relying on mathematical and statistical models, it removes the bias that can come—intentional or not—from human-based analytics.
However, the accepted methodology behind many standard auto-optimization solutions has not kept up with the industry. Imagine giving all the universe’s data to the kid who sat next to you in 10th-grade algebra. There is no chance they would know what to do with all that information. So they’ll do what’s easiest: if 50% of your conversions happened after this ad was shown, they’ll ensure it gets 50% of your impressions.
But there’s an adage in statistics: “Don’t confuse correlation with causation.” Objectively, the data tells us that 50% of conversions occurred after the ad was shown. But did the ad cause these conversions, or was it just a coincidence?
For example, what if we discovered that the ad wasn’t viewable? How could a non-viewable ad cause a conversion? Or what if there was a later exposure to another version of the ad on a different device? What about the five ad exposures that occurred earlier in the week—do those not matter? And what was so compelling about this particular ad that made someone finally convert?
Furthermore, what if I told you that all these results were based on only 20 conversions? Is that enough data to influence your entire creative strategy?
A better optimization solution
Our auto-optimization solution is the Albert Einstein to the industry’s 10th-grade algebra friend. It addresses the fatal data flaws in traditional optimization solutions and offers more automation and actionable insights.
Of course, it’s not really Albert Einstein... but it’s close! Our methodology uses neural net models to recognize underlying relationships in a data set and make predictions based on patterns it discovers in that data. The structure of a neural net model is inspired by how the human brain works, with interconnected layers of nodes that process and analyze information. These models identify all available data combinations, examine those combinations, and then evaluate the relationship between each combination and the desired result. The higher the strength of the relationship, the more likely those data inputs will positively impact the result.
This isn’t a one-and-done math problem. Neural net models are built to learn continuously. An ongoing flow of data allows the model to not only validate but improve, learn, and adjust its algorithm. The result is improved predictive accuracy over time. Just like Einstein! While he made his first significant discovery at 26, Einstein wasn’t considered a genius until his 30s—why? He needed time to learn. Although Einstein required years to hone his intellect, our model improves week-over-week.
Quality data in, quality insights out
It’s a known fact: the better the ingredients, the better the result. This is a fundamental truth that today’s auto-optimization algorithms have ignored. The solutions that most advertisers are relying on base their optimizations on inadequate, inaccurate, and irrelevant data.
So let’s talk about what makes our solution different—our high-fidelity data and analytics:
- Cleansed data: Verify your data by removing fraudulent, invalid, and non-viewable impressions because whether an ad was seen by a robot or never seen at all does not influence performance.
- So long, last touch: Measure the collective impact of your messages over time. It is rare for a consumer to take action after one ad, so why would you trust an optimization based on just the last exposure?
- Cookieless pathing: Uncover your consumers’ exposure path with our cookieless identities, offering more accurate insight into what ads led to a conversion—and which did not.
- Weekly optimizations: Understand new and ongoing trends with automatic weekly optimizations, allowing us to identify what actions are real and which are outliers.
Our approach to data gathering is focused on quality because, with better data inputs, our model can provide more accurate, more impactful outputs.
The influence of content
We want to know what messages are the most effective at driving performance, but we also want to know why. Optimizing the best ad will improve performance, but the only way to drive continual growth is to optimize your creative alongside when and how you deliver it. When your optimization solutions only focus on what ad performed best and not why, you’re left to guess what your next piece of creative should look like. Was it the offer? Was it the tone of the copy? Or was it the cute puppy shown in the first 5 seconds?
Our auto-optimization solution is built to work alongside our Creative Intelligence solution. The creative labels you’ve defined and applied are incorporated into the model, offering our AI another input to analyze. Now, not only can we say ‘this version performed best,’ but we can also say this headline, this background image, this video, and this audio more frequently drove conversions.
The easier easy button
Auto-optimization is successful because it’s easy. In a world where we have more to do in the same amount of time, we all need more efficient ways to accomplish our objectives. We’ve not only improved the quality of a critical efficiency play, but we’ve also created a second version that offers more efficiency opportunities. Without an additional lift, our advanced auto-optimization model adjusts its optimization at the audience level using validated, census-level consumer data or your custom audience segments.
Flashtalking’s modern auto-optimization
We’ve created a better solution. It’s not better because it’s more complicated—it’s better because it evolved from the high school algebra your business and our industry have outgrown. It embraces the explosion of data with intelligence, automation, and integrity. It’s Albert Einstein in his prime.
If you are interested in learning more about our creative capabilities, please reach out to us.