Ayuda Media Systems’ Out-Of-Home Media Plan Optimization Engine now expanded to work with Digital Place-based networks’ impression methodologies
By Daniel Fleischer, New York, NY
Oct 22, 2013
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.
Ayuda Media Systems (Ayuda) has been providing the D/OOH industry with the world’s most sophisticated media management platform for over 10 years. As the developers of the Ayuda Platform (which notably includes Juice™, Splash™, BMS™, Zest™ Rewind™, Cerebro™, and now, Alto™), Ayuda’s products have invoiced over two billion dollars in OOH billing and provided media management functions for more than 500,000 advertising faces globally. The Ayuda Platform is cloud-based, and includes functionality for D/OOH networks such as avails and proposal generation, invoicing, lease payouts, financial reporting, inventory management, scheduling, content management, mapping, network monitoring, business intelligence, a free software player, real-time annotated proof of play, and the world’s only D/OOH vendor focused CRM. Ayuda was founded in 2003 by ex-Microsoft employees with the mission of empowering the D/OOH industry with state-of-the-art tools that make D/OOH easier to manage and buy. In November 2012, Microsoft presented Ayuda’s Splash™ product with the highly coveted Windows Azure Application – Partner of the Year Award for its use of the Microsoft Azure Cloud. For more information about Ayuda, visit www.ayudasystems.com
Vice President of Business Development
Ayuda Media Systems
+1 (514) 845-0824