The Technology

CONTEXTin is buying media on these ad exchanges using its impression pricing algorithmic media buying solution. It is continuously and automatically optimizing to the advertiser’s goals: a click, or any action by the end-user on the advertiser’s web site (registration, acquisition, download, etc.).

The company is using its proprietary feature enrichment and machine learning engine to intelligently price as many of these opportunities, by predicting in real-time (less than 50 milliseconds per prediction) the probability that such impression would yield the advertiser’s desired action (“conversion”).

Then, for every new impression, it provides the ability to use these distance measurements to accurately price the impression based on proximity to past good/bad performing impressions.

The result is being able to say something valuable about every impression, rather than traditional approaches that focus on only saying everything only on select impressions.

From the advertiser’s side, the benefit is an increased number of conversions for every campaign.