Cerebro™ is a set of APIs-as-a-service for software developers of an OOH company. It helps developers build programs that can generate optimized media plans and proposals that include TAB OOH Ratings or Route UK data into their custom software. Exposed as SOAP Web services, Cerebro™ offers a sophisticated planning engine that can optimize a media plan over multiple, competing objectives such as reach & frequency, in-market TRPs and GRPs, number of panels, budget, and geography. At its core Cerebro™ is a non-linear, mathematical optimization engine that uses meta-heuristic numerical techniques to emulate the brain of a media planner.
Cerebro™ is offered in these flavors:
- Cerebro™ US Plan Optimizer – SOAP web services that optimize a media plan over multiple campaign objectives that include tab ooh ratings such as in-market reach & frequency, in-market trps, number of panels, budget, and geography (e.g. widest dispersion). updated quarterly with each tab update.
- Cerebro™ UK Data Services – SOAP Web services that calculate per-panel or plan in-market reach, frequency and GRPs using Route data. Updated quarterly with each Route update.
- Cerebro™ UK Plan Optimizer – SOAP Web services that optimize a media plan over multiple campaign objectives that include Route data such as in-market reach & frequency, in-market GRPs, number of panels, budget, and geography (e.g. widest dispersion). Updated quarterly with each Route update.
- All Cerebro™ services can be consumed by any programming language that speaks SOAP, such as C#, or Java.
Leverage Audited Audience Metrics
Cerebro™ leverages third-party audience metrics such as TAB OOH Ratings in the US or Route data in the UK, to obtain audited TRP and Reach & Frequency data. The Cerebro™ APIs allow developers to combine the data retrieved from the audited audience metrics providers, with their own asset and availability information to generate optimized media plans.
Web Services Based
Because the Cerebro™ planning optimization engine is exposed as web services, it can plug into any contemporary sales, proposal, or charting tool that is typically used today by OOH media operators, including homegrown software. OOH Developers can use standard SOAP method calls from any platform to consume the Cerebro™ APIs.