AdFreeway

Application of real-time data to buy some component of programmatic media is useful compared to most platforms that execute 100% of media buys in retrospect. The cookie is widely used after the 'horse has bolted', in retrospect, which explains why many ads keep appearing well after a purchase or interaction. AdFreeway introduced data-assists which are an instance of user provided, prospective data obtained during a programmatic advertising campaign that is associated with an advertisers desired outcome for their ad impression. These data-assists are reported as an event of the impression which is reported to advertisers and the user, with payment. It works because votes discover cohort identifiers that cluster with the voter. The discovered identifiers are rarely in the advertisers audience and the voted ad unit is rapidly delivered on the first available brand-safe impression. This just-in-time approach discovers new customers, ensures freshness and a responsiveness that gives...

Adfreeway has simplified cookiless user clustering and reduced overly invasive practises to collect large amounts of data at great expense to user privacy. This reflects the double edged benefit of AdFreeway's effective approach, which is best summed up by the comment  Carlos Alija at MullenLowe US made after  the recent Australian Open Tennis mens championship final.  The quest for data to predict your every next move and the competition to get it right, just in time is overwhelming, yet the output continues to fail us. Alternatively the speed at which a willing participant can inform content (advertising) distribution is faster and more accurate. This is why AdFreeway innovated its user-driven platform to address advertisings first problem, finding the advertisers audience and growing it.  AdFreeway's platform delivers on two essential requirements, user opinions that produce advertising identifiers at a speed beyond predictive computations. When we first discover...

Life for the cookie has reached the end making identification data increasingly ephemeral. Adjustments and technical challenges for users of cookie technology are significant. This will result in increased dependency on incumbents and the collective efforts of exchanges like The Trade Desk's Unified ID's.  Anticipating the shift  AdFreeway invested to research, develop, test and launch  an important component for every media buy that re-discovers lost audiences and extends reach without intensive intervention. Media buyers know how complicated it is to follow audiences and improve performance of each campaign creative by manually adjusting to optimize media spend. AdFreeway automated the entire process. The results have been exceptional. A|B|C creatives for 4 campaigns - orange arrows demonstrate third party audience extension for each creative. In the chart above, orange lines highlight third party incremental reach and purple bars vCTR performance of third party vs. fir...