What is your optimization approach?

The platform's optimization approach is built on a combination of manual operational controls, AI-driven real-time recommendations, and integrated measurement segments. The primary goal is to enhance ad strategy and augment campaign performance by allowing you to adjust parameters based on specific business objectives like reach, engagement, or budget efficiency.

1. Manual Operational Optimizations

During campaign activation, the Operational Detail tab allows you to select specific parameters to "Optimize for". Key categories include:

• Total Budget: You can manage spends through Budget Limits (Per Day, Week, or Month) or a Custom duration w/Daily Cap for multi-flighting. A key feature is the "Utilize Rollover Budget Next Day" toggle, which carries unspent funds forward to the next day of the campaign.
• Frequency Capping: You can limit the number of impressions a single user encounters to prevent over-exposure. Durations include per day, week, month, or the entire campaign lifetime.
• Visibility/Viewability: Campaigns can be optimized for viewability rules purchased and activated via the Marketplace. This allows you to leverage third-party partners (like DoubleVerify or IAS) to ensure ads are seen by the target audience.

Operational Detail Tab

2. AI-Driven and Real-time Recommendations

The platform utilizes AI and Machine Learning to provide proactive optimization suggestions:

• Dynamic Recommendations: Once a campaign is live, the platform displays real-time business suggestions. Clicking the "Optimize" button on these recommendations navigates you directly to the relevant sub-campaign to take immediate action based on generated data.

Real-time Recommendations Section

• Audience Quality Score (AQS): During planning and analysis, the platform provides an AQS for your target lists. High scores (75+) identify loyal HCPs, helping you optimize your targeting toward high-potential prescribers.

Audience Quality Score Sub-section

• Forecast Modeling: The Forecast tool uses a data model that considers historical campaign performance and current market competition to suggest optimal budget distribution across multiple tactics.

3. Strategic "Undo" Capabilities

For operational safety, the platform includes an "Undo Recent Optimization" feature. You can review activity logs and reverse up to three recent optimizations made to a published and active campaign if the changes did not yield the desired results.

Recent Optimisations Pop-up

4. Tactical Differences

• Marketing Platform: Offers full optimization for budget, frequency, and visibility across various display and programmatic tactics.
• Market Access: For affordability programs where Member IDs are unavailable, optimization is currently focused primarily on Budget management.