Skyhook is excited to be partnering with AdTheorent, a technology company whose data-driven predictive solutions are transforming digital advertising. AdTheorent is leveraging Skyhook’s Personas to improve their clients’ advertising campaign effectiveness.
We sat down with Rick Dalton, AdTheorent’s VP of Yield and Data Strategy to discuss the relationship:
How do you describe what AdTheorent does for digital advertising?
AdTheorent is an advertising technology company focused on digital. Our machine learning technology platform combines millions of data attributes into precise adaptive models for the purpose of identifying optimal audiences for our clients. Powered by data-driven intelligence, AdTheorent's platform delivers “the right ad, to the right user, at the right time” - all in "real time" within brand advertisers' performance and ROAS (Return On Advertising Spending) goals.
As a mobile-first Data Management Platform, AdTheorent's solution is uniquely positioned to match offline and online data to mobile, affect cross-device targeting, and break new ground in media attribution including physical activity such as purchase. AdTheorent has the industry’s most comprehensive cross-device ID mapping infrastructure, featuring more than 550 million unique IDs mapped to extensive first, second and third party data sources, including more than 85 million US households. Our system analyzes more than 240,000 advertising impressions per second.
What were the business drivers for teaming up with Skyhook?
AdTheorent is partnering with Skyhook to add another layer of location and geo intelligence to tell deeper stories about the consumer’s path to purchase.
What kind of competitive edge will this give AdTheorent?
We know that effective targeting requires understanding the contextual factors that can influence consumers’ actions, such as past purchasing behavior, real-time location data, device usage, and various other factors. Skyhook’s real-time data signals are highly contextualized and location-specific experiences that will assist in enriching bid requests that run through our platform.
How will the clients benefit from location data?
The more real-time data we can use to fuel our machine learning platform, the better the results will be for our advertisers. The consumer’s context is really important to understand how and when to target them, and our relationship with Skyhook will provide us additional geo intelligence to better inform our targeting.
Is this a global or U.S. only initiative?
AdTheorent has both domestic and international clients and we are open to using both data sets. Many of our clients are global brands.
What clients of AdTheorent’s will be using Skyhook’s Personas?
All client campaigns will have the ability to use Skyhook’s data, it will simply depend on where it is relevant.
How long have you been working with Skyhook?
We started working with Skyhook in late 2015.
Skyhook is interesting in that their system derives consumer demographic information from the locations visited by mobile device users. To truly understand the consumer’s context, one must have accurate consumer data points. Location and customer demographics are crucial data types in mobile advertising. Data-driven targeting is the key to higher ad engagement for our clients.
What does the future hold for AdTheorent and Skyhook?
We are growing very rapidly as seen by #35 ranking on the Inc. 500 in August 2015, and to sustain that growth, we need partners that can scale as fast as we do. While we are in different business, both AdTheorent and Skyhook are dealing with “Big Data”, global networks, and significant brands. Our technical leaders have met with Skyhook’s technical leaders and we are confident that our systems will work well together in the coming years, delivering results for AdTheorent’s digital advertising clients.