Metricscience is an online tool which provides advertising professionals a complete insight into the online media that they buy and sell. This tool helps to mitigate 3 major problems in the current online ad market:
1) Transparency. 80% of online-ads are resold through third-parties which results in millions of advertising impressions being served to wrong sites and the wrong audience.
2) Ad quality. 54% of ads are never seen by users and advertisers have little understanding of whether their ads are viewed. It is difficult to identify wasted dollars spent.
3) Evaluation. 99% of internet users never click. CTR may be a rather misleading metric to evaluate campaign performance, especially if the objectives are branding centric.
All of these problems were successfully solved by the Metricscience tool that was recently acquired by one of market leaders, Sovrn.
Our team had to solve several big problems that advertising professionals had faced for years – our customer being one of them. With the customer’s expertise we were able to create an intelligent data-analytics system to improve efficiency of advertising campaigns. Another challenge was to create a powerful data-processing system as we had to analyze millions of ads, clicks, views and other metrics.
We applied a great deal of engineers and business analysts, and delivered a turn-key solution to the customer. After a few months it received several awards on startup events, became profitable and was acquired by a market-leading company.