Accordant Media Expands "Real-World Bid Models"; Ties Ad Delivery and Creative to Live Weather, Pollen and Event Data

RTB Data Tactic Generates 15%-40% Conversion Boost

Apr 12, 2012, 23:33 ET from Accordant Media

NEW YORK, April 12, 2012 /PRNewswire/ -- Accordant Media, a New York-based, independent, real-time biddable (RTB) media-buying and optimization company, has developed a technology to utilize live "real-world" data to impact RTB buying and optimization decisions. In tests over the past six months, Accordant's enhanced media buys yielded 15%+ more conversions and up to 40% overall improvement in cost per acquisition results in targeted RTB media campaigns.

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Accordant's expertise and full-service approach helps marketers overcome significant hurdles to deploying RTB media tactics. In the case of "real-world bidding" capabilities, Accordant's engineering team and media optimization experts have configured several complementary live data streams that benefit marketers. Accordant can set specific creative messages and bidding models to any available data source: live weather conditions, pollen counts, traffic data or even television programming and sporting events in target markets.  

"Targeted advertising based on real-world events is a powerful tactic true to the expectations of on-demand media buying," says CEO and Co-founder, Art Muldoon.

"Until now, the capability was limited to certain publishers. Accordant's broad, integrated approach extends real-world targeting with diverse data sets across all exchange-traded media inventory, including display, video and mobile," added Matt Greitzer, COO and Co-founder.

Real-world bidding reflects Accordant's approach to utilizing algorithms aided by human intelligence to achieve the best performance and deepest insights possible. Accordant routinely bests algorithm-only solutions. By combining the capabilities of a demand side platform (DSP) and a data management platform (DMP), Accordant's Audience Optics technology and service model makes the scale and efficiencies of RTB media tactics more accessible to marketers.

"Optimizing our bid models with real-world data has proven to be extremely effective at driving CPA. The entire capability is integrated directly into our bidding engine so the experience is totally seamless to the advertiser.  It's really slick," says James Rooney, VP Platforms.

As the leading managed trading desk, Accordant continues to add to its suite of exchange-traded media tactics that leading marketers and agencies utilize through a one-stop solution. Accordant targets and optimizes audiences and contextually relevant ad placements across display, video and mobile channels as a 100% transparent on-demand media buying specialist.

Accordant anticipates 2012 to be an exciting year of continued RTB innovation for marketers.

About Accordant Media

Accordant Media is an independent, on-demand media-buying and optimization specialist that makes audience targeting and biddable display media simpler and more effective for leading agencies and brand marketers. Accordant's one-stop, turnkey service, helps marketers achieve targeted, efficient advertising in a repeatable and scalable manner across paid display, video, mobile and search media.  In a new complex era of cross-channel, exchange-traded media, Accordant employs both audience-based targeting as well as contextual targeting.  Accordant's innovative custom audience segmentation engine, Audience Optics, exploits micro-segmentation, finely sculpted audience insights and dynamic inventory management to produce higher ROI and customer engagement/response rates.  This is done with any data set, without restrictions, helping clients gain access to dynamic inventory sources and deliver more targeted, relevant messages with 100% transparency.  Co-founded by digital agency execs Art Muldoon and Matt Greitzer, Accordant Media is based in New York City. 

Art Muldoon

SOURCE Accordant Media