Matching Algorithm

Matching is the central component of Adlocaite. The system creates matches between available screens and playable ads, taking targeting into account by creating playable ads for each screen based on fixed values and relative targeting values.

The matching process

The matching system creates connections between available screens and playable advertisements based on various targeting criteria.

Core functionality

The system performs the following steps:

1. Screen-Advertisement Matching: Creation of playable ads for each screen
2. Targeting Assessment: Consideration of fixed values and relative targeting values
3. Current Evaluation: Assessment based on advertiser CPM values and targeting congruence
4. Contact Count Integration: Utilization of current contact count evaluation for each screen

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Targeting criteria

Targeting consists of different values that are considered in the matching decision, including both fixed and relative targeting parameters.

Fixed values

These targeting parameters remain constant and include:

Time-based targeting

• Target hours (0-23)
• Target day of week (monday through sunday)
• Target holiday status (on_holiday, off_holiday)

Location-based targeting

• Target Points of Interest (POI) such as airport, train_station, university, business_district
• Target Points of Sale (POS) such as fashion_luxury, electronics, supermarket, restaurant

Relative targeting values

These parameters change dynamically and include:

Demographics

• Target age groups (0-18, 19-25, 26-35, 36-45, 46-55, 56-65, 65+)
• Target gender (male, female)
• Target income EUR (0-20000, 20001-40000, 40001-60000, 60001-80000, 80001-100000, 100001+)

Environmental factors

• Target weather forecast (positive, negative)
• Geographic targeting via regions

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System evaluation

Our system provides a current evaluation of this advertisement display based on various factors.

Evaluation factors

The system considers:

Advertiser CPM values

• Assessment based on the advertiser's CPM values and bid optimization
• Financial evaluation of advertisement placement

Targeting congruence

• Evaluation of how well the targeting aligns with screen characteristics and audience
• Matching quality between advertisement requirements and screen capabilities

Current contact count

• The system utilizes the current evaluation of contact count in front of each screen
• This data comes from our comprehensive data sources (see Data Sources section)
• Real-time audience assessment for optimal placement timing

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Optimization priorities

The matching system prioritizes screens with optimal targeting over other metrics such as Opportunity to See (OTS).

Targeting-first approach

The system ensures that:

1. Optimal targeting takes precedence: Screens with the best targeting match are preferred over those with higher reach but lower targeting accuracy
2. Audience-focused delivery: Advertisement is always displayed to the target audience, regardless of audience size
3. Quality over quantity: Targeting accuracy is prioritized over reach metrics and other performance indicators

Result

This approach ensures that advertisement is always delivered to the target audience, independent of audience size, with optimal targeting being the primary consideration over other performance indicators like OTS or raw audience numbers.