MarTech Series – Marketing Technology Insights
LifeStreet, a mobile-first programmatic marketing platform for performance advertisers, has announced the launch of Nero, its re-engineered demand-side platform (DSP). LifeStreet’s new platform pushes for greater transparency in ad tech by giving complete visibility into the full combination of variables involved with executing a programmatic media buy from a single user interface (UI). Nero is the first mobile DSP that makes it easy for marketers to set up A/B performance tests in order to determine which configurations of a bidding strategy have the greatest impact on campaign performance. With Nero, an infinite number of bidding strategies can be tested across smaller percentages of traffic so that only those changes with demonstrable ROAS-positive results are applied to the entire campaign, removing any guesswork that can lead to wasted ad spend.
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“As the largest platforms exercise their leverage to remove controls, we’re building towards a future where the world’s most sophisticated advertisers can have total control over their spend, without having to commit to building their own tech.”
Powered by Nero’s prediction engine, LifeStreet’s proprietary machine learning (ML) models help performance advertisers find and grow their app-specific audiences through custom bidding strategies. LifeStreet’s predictive models use advertiser first-party data to predict the value of each individual user to the advertiser. By dynamically bidding for each user, CPIs decrease, user quality improves, and performance marketers are able to maximise ROAS. The new platform includes technical enhancements that have significantly improved its ability to build substantially more complex models, improving predictive accuracy, decreasing CPIs by up to 53%, and increasing impression-to-install rates by up to 100%.
“We are committed to building solutions so that marketers can deliver against their performance goals. With Nero, the additional transparency and controls will prove to be crucial for developing successful campaign strategies.” Said Levi Matkins, LifeStreet CEO. “As the largest platforms exercise their leverage to remove controls, we’re building towards a future where the world’s most sophisticated advertisers can have total control over their spend, without having to commit to building their own tech.” Other capabilities include:
The release of the Nero platform is a key milestone on LifeStreet’s journey to make programmatic advertising more transparent and accessible. The next major release, scheduled for later this year, will introduce a self-service option for advertisers who want greater control of their buying strategy. Clients will be able to pick and choose what parts of a campaign they want to control through the Nero platform – from budgets to bidding formulas – and what they prefer for LifeStreet to manage.
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