AdRoll's Latest Release to BidIQ Algorithm Increased Ad Viewability by 37 Percent and Improved CTR by 46 Percent

SAN FRANCISCO, May 20, 2015 /PRNewswire/ -- Today, AdRoll, the global leader in retargeting, announced that it has deployed a new version of BidIQ^TM, its dynamic bidding algorithm, across all of its advertisers' campaigns. This version, code-named Beethoven, uses proprietary machine learning technology to factor in attributes such as viewability and predicted impression-level ROI to drive increased performance for advertisers. In development since 2014, Beethoven has driven a 37 percent¹ increase in ad viewability, according to the Media Rating Council (MRC) accredited verification firms, significantly beating industry averages. Platform click-through-rates (CTR) have also increased 46 percent² over the same time period.

This enhancement comes at a time of heated debate on viewability. According to 2014 report  produced by Google, 56.1 percent of served ads are never seen³. Advertisers want to ensure ads are seen by the right people, and BidIQ helps companies spend their media dollars more efficiently by bidding on ads that are more likely to drive results for the advertiser.

"AdRoll has always been dedicated to building the best products and helping our customers navigate the complex ad ecosystem," said Valentino Volonghi, CTO at AdRoll. "With our scale, AdRoll is in a unique position to leverage data from a wide variety of sources to get breakthrough results for our customers. We are continuously testing and updating BidIQ, and Beethoven is the latest result of that focus."

In addition to increasing viewability, the BidIQ Beethoven release improves predictive elements to automatically optimize bids and win impressions that are more likely to convert. With more than 20 petabytes of uncompressed data ingested by AdRoll each year, BidIQ analyzes thousands of granular exchange and user-level features in real time. The algorithm combines these into millions of different signals which are used to determine the optimal bid amount for each impression on an advertiser by advertiser basis.

About AdRoll
AdRoll is the world's most widely used retargeting platform, with over 20,000 active advertisers worldwide. The AdRoll platform helps businesses in a wide range of industries use their customer data to execute high performance campaigns across platforms and devices. AdRoll provides a high degree of transparency and reach across the largest ad inventory sources, including Google, Facebook, Twitter, iAd and the web. The company is headquartered in San Francisco with offices in New York City, Dublin, London, Sydney and Tokyo. AdRoll is backed by leading investors such as Foundation Capital, Institutional Venture Partners, Northgate Capital, GlenMede, Accel Partners, Merus Capital and Peter Thiel. For more information, please visit http://www.adroll.com.

¹ July 2014 and April 2015, MRC-accredited verification vendor tests, measured across millions of impressions.
²Oct. 2014 - Apr. 2015, AdRoll internal metrics.
³http://think.storage.googleapis.com/docs/the-importance-of-being-seen_study.pdf

Elissa Davis
1-480-818-0734
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SOURCE AdRoll

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