With consumers becoming less tolerant of disruptive ads when browsing or shopping online – and blind to more traditional advertising banners – the value of native has never been greater. In fact, the global market is set to reach $400 billion by 2025. 

Preciso’s new Ultima solution provides a holistic tool to transform native campaign management by:

• Using machine learning technology to create personalised campaign creatives – e.g. text and imagery – and automatically embed them within web pages to combat banner blindness and drive meaningful engagement at scale 
• Deploying AI bid-smart technology to optimise the bidding and buying process in real time, ensuring only the most relevant ad placements are secured, minimising ad wastage and associated carbon emissions 

Early results demonstrate that Ultima is enabling advertisers to capitalise on the effectiveness of native to engage more new users, increase awareness and brand visibility, and reduce spend. 

Performance tests conducted for a fashion client showed:

• 2.1% CTR (vs 1.84%  Industry Average) 
• 65.94% Engagement Rate (vs 60.03% Industry Average)
• 3m 46s Average Session Duration (vs 2m 40s Industry Average) 
• 32.54% Bounce Rate (vs 35.76% Industry Average) 

Native placement CTRs also performed higher than display across verticals such as Pet/Animal, with a performance of 1.96% vs 0.46% respectively. 

Commenting on the launch, Preciso’s Head of Data & Campaign Analysis, Boomathi Boominathan, said: “As consumers’ banner blindness continues to drive advertiser spend from display towards native ad placements, we are well positioned to drive real value for the user, enabling them to immerse themselves in content directly relevant to what they are consuming on the page – rather than generic content based on previous clicks. This is what naturally makes native ads more effective and we’ve found a way to maximise that for our clients”.

Preciso CEO Piero Pavone, added: “With Ultima, we are continuing our journey as disruptors in the world of ad-buying and media strategy. This revolutionary product is already delivering higher CTRs and dwell time for our brand advertisers – while significantly driving down CPMs and site abandonment. What’s more, those clicks are leading to sustained engagement – people really are reading the content that we’re putting in front of them. We are delighted with the initial findings.” 

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Bid-smart DSP, Preciso, has partnered with the AI Chip Centre at Digital University of Kerala (DUK), which sees the university use the programmatic bidder as a use case for its Masters students in AI and Electronic Systems.

The AI Chip centre develops hardware efficient algorithms and chips in the areas of computational AI, imaging and sensing systems.

Preciso’s technology is designed to help advertisers to reach the right audiences and boost return on ad spend – going beyond traditional media metrics and delivering exceptional returns in programmatic advertising, thanks to precise media buying.

Its technology captures data on customer journeys which then feeds machine learning algorithms, enabling advertisers to bid on the most valuable users and placements and deliver dynamic creative.

CEO Piero Pavone said: “It is wonderful to work with these talented Masters students. We certainly share the values of progress and performance through precision, with the results of our work helping to improve ad creatives while boosting contextual relevance and personalisation.”

Preciso collaborates with the AI Chip centre team led by Alex James, with initial engagement with Dibyasha Mahapatra, Vrinda Rani, and Gopika A H, who have successfully completed DUK’s postgraduate programs, under the guidance of Alex James, the Dean of Academics at Digital University Kerala.

Dr. James, recently recognised in the top one percent of scientists in the Stanford University-Elsevier Rankings, is renowned for his influential research in data analysis systems, opening up new and exciting possibilities in the field of AI.

Earlier this year, Preciso announced an integration with the multinational e-commerce platform Shopify to help SMEs reduce manual processes and budget waste through disruptive programmatic ad buying – opening the doors to premium advertising for all advertisers.

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