Dapper Technology
Dapper Technology: Enabling Performance
Dapper Ads' performance lifts are rooted in relevance: the relevant offer from an advertiser's website served at the right time and the right place to the right consumer. Achieving this relevance with every impression is no easy feat. Dapper's technology enables:
- Connecting to existing advertiser websites to stream live offers (with no IT integration necessary)
- Interpreting user intent across demographic, geographic, behavioral and contextual factors
- Finding the best advertiser offer for this user, in real time, displayed through a dynamic creative
Dapper's Core Feed Creation Platform for Live Offers
Our physicists and computer scientists built Dapper's core semantic engine using machine learning and genetic algorithms, and made it available to the public at open.dapper.net for free. This same engine makes it possible for live products, offers, and content to be beamed into the ad creative on the fly. In a one-time, point-and-click process, advertisers and agencies can select the elements of their websites (product names, product images, prices) and they become instant "live" assets for use in the Dapper Ads creative. This ad creation, without any integration or IT involvement, is a major advantage over current Dynamic Ad methods that require complex setup and IT resources.
Dapper's Intent Platform
We apply the same principles to understanding user intent - across multiple axes. For instance, our semantic engine enables us to interpret the media we're running on contextually - to a very fine granularity. This allows us to create dynamic ads that target broadly ("target all US netizens") but message narrowly ("show Knicks tickets to people in New York"). Similarly, our proprietary geotargeting engine adapts automatically to the advertiser inventory, dynamically adjusting messaging to the user's city, the nearest big city, or even nearest cities with the best offers.
Putting it all together: the AdMonkey
The Live Offer Platform and Intent Platform work hand in hand. Our sophisticated matching and optimization engine, called AdMonkey, brings them together, matching the right live offer to the users' intent - and showing them within a dynamic creative. AdMonkey is built on the same principles that power Google: machine learning, intent exploration, sophisticated matching algorithms, and real-time automated optimization. This combination of technologies is what results in the relevance and performance lifts you see with Dapper Ads.