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Age: 37 optimises video ads - 24-June-2012, 15:10 optimises video ads
Michelle Clancy

As online makes the shift change from delivery to monetisation, has announced its Campaign Optimizer for video advertising, which uses historical data to analyse billions of impressions to predict the results of new campaigns.
It appears to be working: In a recent study, said it analysed campaigns over a three-month period and found that on average, optimised campaigns delivered 30% higher completion rates and 21% lower cost-per-completed-view (CPCV) than those not using the Campaign Optimizer.

Rather than leaving critical decisions affecting campaign outcomes to guesswork, Campaign Optimizer offers insight into the trade-offs being made between price and performance. Buyers can adjust performance goals for a specific ad, such as completion rate and level of distribution on preferred sites, and see the immediate impact on price and available inventory. The technology also automatically allocates inventory that will best achieve the pre-set goals at the most efficient CPMs, while continuing to monitor the campaign throughout.

"Buying media shouldn't be a guessing game," said Toby Gabriner, president of "Buyers need to see and understand the outcome of their campaigns in order to make intelligent decisions.'s Campaign Optimizer takes the mystery out of video advertising performance by providing media buyers with the information and tools they need to create the results they want."

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