Ayuda Expands CerebroTM to support DPb networks

Ayuda Media Systems’ Out-Of-Home Media Plan Optimization Engine now expanded to work with Digital Place-based networks’ impression methodologies

22 OCTOBER 2013, NEW YORK, NY
Summary
Ayuda Media Systems’ Out-Of-Home Media Plan Optimization Engine now expanded to work with Digital Place-based networks’ impression methodologies

Ayuda Media Systems has enhanced its Out-Of-Home media plan optimization engine, Cerebro™, by enabling it to use any set of mathematical algorithms as well as any source of data. This benefits DPb networks that today use a variety of impressions reporting methodologies depending on the delivery mechanism of the place based medium. While the DPb industry is working towards standards in how impressions are counted and reported for DPb networks, Cerebro™ can now use any standards-based or custom audience counting algorithm, creating and optimizing plans based on whatever campaign goal metrics are in use today by the respective network.

Ayuda, developers of the world’s most sophisticated media operations platform for D/OOH networks, unveiled Cerebro™ several months ago. Cerebro™ is a revolutionary media plan optimization tool specifically designed for network operators to maximize occupancy rates during the planning, proposal, and booking phases of the media sales workflow. With this update, Cerebro™ can now be used for any D/OOH network, including DPb.

Cerebro™ is a mathematical optimization engine that takes prioritized goal inputs such as reach & frequency, opportunity to see, panel quantity, geographical dispersion, as well as any manner of audience data, and delivers a plan that optimizes over each of those targets.

Cerebro™ inputs an unlimited number of parameters and objectives, as well as the media operator’s own business rules, and consequently uses various mathematical optimization and meta-heuristic techniques to combine these disparate goals and output a set of candidate media plans that match the campaign objectives. By crunching all these objectives against the operator’s own available inventory while using their business rules as guidance, Cerebro™ assists the operator’s sales executives and schedulers to propose and pick inventory that precisely meets campaign objectives, and ultimately assists in maximizing occupancy.

Andreas Soupliotis, Ayuda’s President and CEO explains: “An elevator network may count an impression differently than a gas station or a fitness network. What’s needed is a malleable, adaptive impression calculation engine that is flexible enough to be retrofitted to work with every networks’ custom way of counting impressions for the purposes of selling and scheduling.”

To DPb network operators, Soupliotis further states: “We can now input your math into Cerebro™, whatever algorithm and methodology you may be using. Until we all start using the same methodology, this flexibility is important. Today, most networks calculate impressions offline using spreadsheets that are manually injected into proposals. Then, the network has to manually figure out how to build the schedule to backend into the impressions that are promised. By enabling Cerebro™ to accept any custom math pluggable directly into the core plan optimization engine, tools like Ayuda’s Splash™ CMS and Juice™ proposal maker can take advantage of the network’s respective methodologies directly in the operational software. By plugging directly into Cerebro™, these tools allow DPb networks to generate plans, proposals and digital schedules based on their impressions methodologies which can be directly scheduled to the screen.”

Cerebro™ is being demonstrated today at the DPAA Video Everywhere Summit, and is available to any network as web services that plug into the operator’s existing set of inventory management tools, or as an optional add-on to Ayuda’s own platform which manages all elements of the media sales, operations, and execution workflow.

Quotes
"An elevator network may count an impression differently than a gas station or a fitness network. What’s needed is a malleable, adaptive impression calculation engine that is flexible enough to be retrofitted to work with every networks’ custom way of counting impressions for the purposes of selling and scheduling." Andreas Soupliotis
"We can now input your math into Cerebro™, whatever algorithm and methodology you may be using. Until we all start using the same methodology, this flexibility is important." Andreas Soupliotis
Spokespeople
About Ayuda Media Systems

Ayuda is a digital out-of-home ad tech company. The Ayuda Platform is a supply-side platform (SSP) that is used by media sellers worldwide to manage day-to-day operations. Aside from the usual CMS + player functionality, the Ayuda Platform includes iOS apps for proposal generation, CRM, inventory and contract management, invoicing, leasing, financial reporting and BI dashboards. The Ayuda Platform also includes a full programmatic stack, enabling media vendors to setup private marketplaces & exchanges, a self-service buying app for media buyers, and an ad server that can work with first party data to serve ads and target demographics in real-time. Ayuda is a proud member of the iAB, DPAA, OAAA and FEPE. For more information about Ayuda, visit www.ayudasystems.com

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