Too often, advertisers must make a choice between reaching relevant audiences and delivering their campaigns in full. Traditional audience-exclusion tools did their best to solve the first problem but often at the risk of failing to fulfill the second. Prism is The Trade Desk’s revolutionary filtering solution that helps advertisers reach relevant audiences and fully deliver their campaigns.
When it comes to refining your targeting strategy, taking a real-time, well-rounded approach is best. However, the industry has often relied on basic tech solutions that refreshed too slowly and excluded based on the audience segment level only rather than considering all relevant dimensions.
Now, with major advances in AI, The Trade Desk has created a better way. Prism operates in real-time to anticipate which bid opportunities will be most valuable to your campaign success and exclude those that will be least valuable, before you bid. Prism’s data-driven, dynamic approach helps you to balance quality reach with delivering campaigns fully.
Get to know the product:
AI-powered audience filtering
Determining the value of every impression for a given campaign involves weighing multiple dimensions during bidding, including user-based signals, contextual categories, device type, zip-level geography, time of day, inventory, and more. The real-time computing involved is simply too complex for a human, and older audience-exclusion tools tend to operate on one dimension, which can lead to missed opportunities and bids made on low-value impressions. By contrast, Prism considers multiple signals from the bidstream, plus relevance and KPIs to dynamically select which bid opportunities to prioritize and deprioritize.
What does this look like in practice? Rather than making decisions to exclude broad groups of irrelevant audiences, Prism takes a more nuanced approach to refining the targeting strategy. This keeps the bidding pool focused on high-potential moments rather than just high-potential audiences.
For example, one impression could be viewed as “low value” because it shows a low likelihood of a user converting at 6 a.m. on mobile. But that same user may have a high likelihood of converting at 3 p.m. on a laptop. While traditional excluder technology would eliminate the user from consideration altogether, Prism knows to only exclude the low-value impression and preserve the high-value opportunity — the moment a consumer is most likely to convert.
Scenarios like this, where “low-value” impressions may produce high-value moments, and vice versa, show the value Prism can add to real-time media buying.
Benefits of using Prism
A unique filtering methodology is only part of the Prism picture. Not only can Prism exclude low-value bid opportunities based on relevance and progress toward your specific KPIs, it does so while also considering a campaign’s pacing. Prism balances all three factors to help you deliver the highest-performing and most-efficient campaigns possible.
In addition to powering more effective campaigns, Prism offers three benefits to media buyers:
- Allows you to expand your audience consideration sets while helping minimize the risk of bidding on impressions that don’t serve campaign goals.
- Predicts and deprioritizes low-relevance impression opportunities before bidding on them, helping you spend your budget more efficiently from the start.
- Helps ensure only the best impressions are served to the limited spots, when an advertiser uses frequency caps.
Success with Prism
Marketers who have already implemented Prism have seen impressive results in their campaign performance. In fact, the average scores for the Quality Reach Index (QRI) — our platform’s indicator of quality reach — increased across all measured ad groups by 7.9%.
Prism also had a positive effect on a campaign’s ability to meet or exceed its goals. In a study spanning dozens of advertisers across industries, campaigns that switched to Prism from the previous excluder feature saw goal achievement rates across KPIs increase.
Increased rate at which campaigns met or exceeded their goals with Prism vs. previous excluder
Ready to put Prism to work? Contact us or reach out to your representative at The Trade Desk to start dynamically filtering audiences in your next campaign.