Business Briefs Relevance Engine
When advertisers deliver ads to people who care about their offers, those ads are naturally more effective and will generate higher returns. That’s why we have worked hard to create technology that makes the advertising on our email platform as relevant as possible. Our LeadPAC™ Relevance Engine™ automatically identifies the right email ad and sends it to the right person at the right time.
Email marketing has been so successful because it is useful to people, advertisers and publishers – everyone’s interests are aligned. We believe that relevance-based email ads will inherently accelerate the same virtuous cycle by giving users more interesting ads while generating higher returns for advertisers.
When you launch your campaign, the LeadPAC Relevance Engine™ automatically identifies those groups that are most likely to find your ad relevant, based on responses to previous, similar campaigns.
The Relevance Engine includes a vast library of topics, grouped into categories. This topic-level grouping allows the Relevance Engine to tap into behavior across similar topics. The library is constantly expanding as more and more topics are added and associated with one another. This real-time, adaptive prioritization ensures that, at all times, your ads are reaching the most relevant people.
• Different responses, such as opens, clicks and unsubscribes, are weighted differently
• A recent click for the same topic has a heavier weight than a click that happened six months ago.
• A click for the same topic has a heavier weight than a click for a related topic.
As each group is scored, they are ranked in decreasing order of relevance. Groups that fall below a certain scoring
threshold are omitted from the campaign. The groups that will find the ads most relevant are selected to receive
the campaign, and scores and rankings are recalculated real-time as those people respond to the ad.
Read True Influence Business Brief on Relevance Engine