Poindexter Lets Advertisers Return Inventory

Share this article:
Online ad-serving company Poindexter Systems introduces a tool today that lets advertisers gauge ads that are underperforming and return that inventory to publishers.


The new PassBack functionality is built into Poindexter's optimization product, called the Progressive Optimization Engine. With it, advertisers can track underperforming ad placements in real time and shift money to areas that are performing well. The underperforming inventory is sent back to the publisher.


Rich Person, chief executive of New York-based Poindexter, said the tool is another step to wring waste and inefficiencies from online advertising. The goal is to give advertisers better targeting, letting them pay only for reaching an audience receptive to their message.


"The [ad agency] clients are demanding it," he said. "They want verifiable results."


Poindexter works with agencies like Zentropy Partners, Digitas, Hill Holliday and Semaphore Partners.


PassBack works by developing a predictive model based on the first two weeks of a campaign. It maps the performance of different ad placements, then automatically shifts ad placements to the most responsive audience segment. Normally, about 10 percent of inventory is returned, Person said.


Person said publishers readily agree to PassBack as a way to build advertiser loyalty and use their inventory better. Many online publishers themselves use tools from companies like Tacoda Systems and Revenue Science to offer targeted advertising inventory.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.