✦ - AUTOMATE
- sofia romanazzo (Unlicensed)
The "Automate" section is designed to structure a decision tree into which to insert all the rules for content delivery. With its advanced features, Automate enables detailed customization of content delivery in real time, combining predeterministic rules with Machine Learning algorithms pre-trained on specific industries and campaign KPIs, data history and user behavior data, fluidly transforming from a deterministic to a more flexible and probabilistic approach. The integration of brand data and continuous data collection further help to optimize performance and dynamically adapt the system to user preferences, ensuring efficient and personalized management of advertising campaigns.
The decisioning system using predeterministic rules, employs a set of conditions to define which creative subject and message to present to different users. Examples of the most commonly used context conditions are:
User Device Conditions:
User Device conditions allow the user's experience to be customized according to the device they are using and their geographical context. The "Country" condition allows different content to be shown depending on where the user is located, while "Device Type" ensures that content is optimized for the specific device, whether it is a phone, tablet or computer. The "OS Type" condition provides the flexibility to show different ads depending on the operating system used by the user, such as Android, iOS or Linux.
User Date/Time Conditions:
User Date/Time conditions allow content distribution to be scheduled based on time variables. The "Date" condition allows specific content to be shown on specific dates or in a date range, while "Day of the week" provides the ability to schedule recurring content on specific days of the week. The "Time" condition allows further personalization of the user experience based on the time of day, ensuring that content is relevant at all times of the day.
User Behaviour Conditions:
User Behaviour conditions allow the user's experience to be adjusted based on their actions and interactions. The "Video View %" condition allows the user's engagement to be evaluated based on the percentage of a video they have watched. "Random Delivery" allows different variations of content to be tested randomly, while "Custom Variable" provides the ability to segment users based on their specific actions, such as clicks on certain widgets.
Campaign Macros:
Campaign macros, particularly those from DV360, provide key information about advertising campaigns. These macros include identifiers such as {CAMPAIGN_ID}, {CREATIVE_ID}, {PUBLISHER_ID} and other useful data such as{SOURCE_URL_ENC} and {UNIVERSAL_SITE_ID}. By integrating these macros into the system, campaign performance can be effectively tracked and analyzed in detail.