Benefits
Modelling can benefit your business in the following ways:
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Representative view of your performance Gain a more accurate picture of your advertising outcomes (ROI), and a more accurate picture of the conversion path across devices and channels resulting from ad interactions. |
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More efficient campaign optimisation and bidding Privacy regulations and technology limitations mean lost observation for certain cohorts of users (for example, unconsented users, or users using particular device types or browsers). This means our automated bidding algorithms will need to make optimisation decisions based on incomplete, and often biased, data. Modelling solves for gaps in data to ensure automated bidding is working off of accurate information about your website or app activity. |
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Accurate, privacy-centric measurement Conversion modelling provides meaningful, actionable data while protecting the identity of individuals who interact with your ads and website. We use techniques like holdback validation to check the accuracy of our modelling. Then we compare the modelled results to the actual observed conversions that we held back, measure inaccuracies and biases and continuously tune our models. Similar methods are broadly used in machine learning. |
