(Source: Business Wire)
Akamai Technologies, Inc. (NASDAQ: AKAM), the leader in powering video,
advertising, dynamic transactions, and enterprise applications online,
today announced the availability of ADS predictive segments, part of
Akamai's Advertising Decision Solutions (ADS) line, a unique solution
that provides multi-channel retailers, product manufacturers, travel,
and telecommunication websites with a way to drive incremental
transactions online.
ADS predictive segments are based on sophisticated predictive analytics
and modeling of data from the industry's only online consumer shopping
data cooperative. Retailers can access the power of the Akamai data
cooperative by running online ad campaigns on acerno, the Akamai add
network, in order to reach in-market online shoppers with
display advertising in real time and at scale. The benefit for retailers
is a quantifiable improvement in reaching the right consumers and
driving transactions. For an Internet Retailer 100 company, for
example, Akamai's predictive segments solution was able to drive a 2.5
percent incremental increase in online sales on average per month.
In addition, by eliminating the requirement to implement tracking
pixels, ADS predictive segments enable retailers to launch campaigns
quickly, with limited effort required from their IT departments. Faster
˜time-to-live' means retailers don't have to miss time-sensitive
campaign opportunities. Plus, the more effective system enables larger
and higher performing campaigns.
"How a consumer shops is the best predictor of what they are in-market
for right now. This has been proven true for many years in the offline
world, and is now proven true online as well," said Mike Afergan,
Akamai's CTO and senior vice president of Advertising Decision
Solutions. "Akamai leverages comprehensive and anonymous shopping data
in order to help our clients advertise their products on the acerno add
network to consumers who are in-market for what they
sell. As a result, Akamai can drive significant volume for our
customers, in some cases over 10 percent of online sales, in effect
becoming a new sales channel. Now, with the introduction of ADS
predictive segments, available with or without pixels, we are creating
an even faster way for retailers to drive incremental sales. And,
because everything is priced on a cost-per-action (CPA) basis,
advertisers only pay when a transaction occurs, which ensures that the
program's economics are in line with their financial objectives."
Akamai's unique shopping data cooperative
The Akamai cooperative provides a unique solution to the complex problem
of reaching in-market, online consumers.
