Project Beacon Partner: Cognitive Match
But we’ve been frustrated that the new sophistication in the way that ads are delivered and optimized has been largely driven by media parameters, as opposed to creative parameters. It’s now possible to understand the characteristics of the person receiving an ad with an amazing degree of specificity, and yet the creative execution that is delivered isn’t generally impacted by all of that knowledge.
That’s why we’re so excited to be working with Cognitive Match as part of Project Beacon. While Cognitive Match is by no means the only dynamic creative engine in the marketplace, we love that the company was built ground-up for the age of data-driven, audience buying. Cognitive Match isn’t solving the problem of “red background vs. blue background,” they’re solving the problem of delivering a creative execution that is informed by all of the audience data available to us as well as bringing additional data into the equation for our use.
And, they’re doing it at a fraction of the time for deployment. We can also use them everywhere we run our creative - across all publishers, on mobile devices and tablets – rather than being relegated to one-off efforts on specific publishers.
The Founder of Cognitive Match, Alex Kelleher, previously built a web design agency so understands the challenges of online marketing from the ground up. He’s also passionate about applying ideas from the world of psychology – after all, as he says “what we’re really trying to do is influence what people do next online, so the more we understand them as individuals, the better”.
With Cognitive Match as our partner our goal is to make every piece of creative we present as intelligent as the media decision-making dictated by buying platforms.