The Bidtellect platform nurtures the idea of programmatically executing the advertising campaigns with ads that are assembled in real time to precisely target the right audience. Bidtellect’s leadership team believes that advertising that is native to the page it appears, and the idea of breaking ads down into components that can be optimized in their assembly and delivery, is the future of advertising.
In an interview with CIO Applications, Lon Otremba, the CEO and director of Bidtellect, provides us with a deeper look into his company’s platform, the challenges faced by modern advertisers, and how technological advances are changing the entire industry.
Could you talk about some of the challenges that today’s advertising companies face? How can advertisers and major brands use Bidtellect’s platform to overcome these challenges?
In the advertising industry, companies need to get a positive return on their ad spend. That means they must continually do a better job of targeting their message and pinpointing who they want to reach. They need to learn which target market is the most likely to convert, and for some of the larger brands, this means sifting through millions or even hundreds of millions of people. Targeting specific audiences at scale can be a major challenge.
We have built artificial intelligence and machine learning capabilities into our platform in order to allow our clients to serve ads at scale, leveraging features such as in-feed advertising and outstream video. It isn’t just about building computing power, but is also about being smart in targeting the right people for the benefit of advertisers using the platform.
Using big data effectively and employing alternate techniques to get user data and precisely target the right audience to get results is what we focus on. Our platform helps our clients reach the right target market and thereafter assemble the different components of ads in real time in the most optimal way, and that’s really the fundamental thing that our platform has done since the beginning.
Bidtellect can execute campaigns for the world’s largest advertisers at the scale they require
What is the key differentiator of your platform? How does Bidtellect distinguish itself from its competition?
Bidtellect is the only platform that can handle native advertising at scale, which the largest companies in the world require. The scale at which the modern advertising companies and their clients are serving ads is quite significant. We can work at this scale because we have built artificial intelligence and machine learning tools into Bidtellect, and we intend to improve on these tools in the future.
Could you elaborate on the functionalities of your platform and its benefits for your clientele?
The Bidtellect platform essentially has two models. The first one is called managed service execution, wherein an ad agency can have a contract with Bidtellect to buy ads on behalf of a client. In such cases, Bidtellect executes the ad insertion order or assignment on behalf of the agency. We call it managed service execution where they use our technology to fulfill the advertising requirements.
The second model is called the self-service model under which the self-service clients log directly into the platform and execute campaigns for their clients or themselves directly. In these instances, self-service clients are also entitled to Bidtellect’s support and management expertise. We can also offer a hybrid model to clients that come to us with unique needs.
Please provide a case study where the Bidtellect platform helped a client achieve their goals.
We have had a number of client success stories since our company’s inception four years ago. In one case, one of the top ten global technology providers wanted to test our native advertising technology. We worked with them to execute additional capabilities so that they could maximize the potential of their advertising strategy; now native advertising is a core aspect of their advertising approach. Another company in the financial services sector had seen their advertising KPIs trailing off. We helped them recapture their growth and break through a performance ceiling. Bidtellect’s customers expect measurable results, and our team works really hard to deliver consistently.
What does the future of Bidtellect look like?
Well, everything we do at Bidtellect comes back to native advertising, which we view as the future of advertising. Our goal is to enhance the tools that allow us to deliver native advertising at scale. That means continuing to develop our artificial intelligence, machine learning, and big data optimization tools. We believe that it is important to make an investment in technology in order to enable it to do the heavy lifting. We also want to reduce human error in the company’s usage stream. This is something that can be improved upon by strengthening our automation processes, which we are doing as well. Altogether, we are happy about the way this industry is shaping, and our position in it. Our customers see the value in what we do, which is why we have been able to build a reputation for delivering consistent results. We can’t wait to see what the future holds for us.