What is predictive programmatic mobile advertising?

Monetizing mobile traffic is a challenge. The mobile advertising market is young, global, fast-growing, innovative… and very fragmented. In order to make the most out of their mobile audience, mobile application developers and mobile website publishers need to work with multiple demand partners. RTB ad exchanges are usually connected with over 100 demand partners.

MADGIC’s predictive programmatic technology provides higher revenue to supply partners than regular RTB and strongly reduces demand partners’ server costs.

How? BEFORE sending an ad request to a demand partner, MADGIC is able to predict IF this partner has demand for this impression, at what price, how long it will take to reply, the click-through rate and the conversion rate.
This allows MADGIC to send only the most useful ad requests and to display the most profitable ads.

Higher Fill Rate + Higher eCpm = Higher Revenue

While regular RTB sends many useless bid requests to a limited number of DSPs, MADGIC’s predictive technology sources ads from a vast number of DSPs, mobile ad exchanges, mobile ad networks and mobile affiliation networks.

MADGIC finds the best mobile advertising campaign whether it’s paid per impression, per click or per conversion, thus increasing revenue, eCPM and fill rate.

Faster Response Time

MADGIC’s supply partners can define the maximum response time allowed for each ad request sent to MADGIC. They can either get ads much faster than with traditional RTB, or on the contrary they can use more time in order to find more profitable ads from more demand partners.

MADGIC forwards their ad requests only to the best demand partners for each specific impression and optimizes the response time using several unique technologies. With more time available and a much faster platform, MADGIC is able to find the best ad, even if it comes from a small demand partner on the other side of the globe.

Pay per impression, view, click or conversion

Regular RTB only supports CPM campaigns: demand partners have to pay for each impression before displaying an ad, without knowing if this impression will generate a visit or not, nor whether it will generate a subscription, download or a purchase.

MADGIC lets demand partners pay for impressions, clicks or conversions. Its predictive technology estimates accurately the advertising cost/revenue by predicting the probability of a click and of a conversion. It then selects the best targeted and most profitable ad for each impression.

Only the traffic that you need

Thanks to its predictive technology, MADGIC only sends its demand partners the traffic that they need. As soon as a demand partner starts a new campaign with specific targeting, MADGIC detects it and scales traffic up.

As soon as the campaign is stopped or paused, MADGIC reduces the volume to a very small traffic, just enough to monitor the fill rate.

Lower server costs

By filtering useless bid requests, MADGIC cuts down demand partners’ server costs by a factor of 10, with a much higher fill rate and win rate. This will result in more bids, more impressions and ultimately in more money with traffic coming from MADGIC than with the same amount of traffic coming from an ad exchange.

MADGIC’s technology is also much more flexible on response time than basic RTB. While a traditional ad exchange only works with nearby and large DSPs, that are able to reply in less than 20ms, MADGIC works with more demand partners, of all sizes and all over the world