Amadesa

Behavioral Targeting (BT) technology is designed to optimize across a wide data set and
automatically make decisions about what ad, image, text, offer or content to show at
individual level.

Amadesa's Smart Serve™ technology powers our BT solution and is self-adjusting, self-learning and continuously improving using a powerful 'Serve - Record - Learn' process to automatically monitor trend changes, new information and other data.

BT can be an intimidating process for many organizations to adopt because of the perceived loss of control and the inability to see what is what is happening 'behind the scenes.' To alleviate these problems, Amadesa has created a new set of reports tied to our engine called 'Insights.' These data-driven reports bring a new level of clarity to marketers seeking actionable information about how our Smart Serve technology works onsite.

The new reporting data in Insights provides:

• Clicks and click through rate for both Targeted and Benchmark traffic
• Serving rates for each piece of content - so marketers know how often each creative is exposed
• Absolute contribution lifts to show the value of Amadesa's Smart Serve technology

Below is an example of an Insights report, displaying the results of a recent behavioral targeting process with an Amadesa client. Specifically, marketers are able to glean information about:

• Which offerings are more or less popular based on true user behavior
• Whether or not personalized serving results in more optimal user engagement and response
• Insight into future content types that will likely result in positive performance
• The size of certain micro-segments and the degree of their relevance to overall contribution