Here’s what’s behind the rise of custom algorithms for digital ad decisions

July 30, 2021

Performance, transparency — and killing the competition

Interest in custom algorithms for programmatic ad bidding, marketing mix modeling, and other marketing and sales purposes among RAPP Worldwide clients comes not only from a desire for optimized ad performance and data transparency, said John Gim, global chief marketing sciences officer at the agency. It’s about protecting intellectual property and beating the competition. “Their focus revolves around maximizing the unique data that a given client may have to incrementally improve algorithms that historically may not have incorporated this additive layer, as well as ensuring that this customization leads to owned IP for clients to ensure their competitive advantage,” he told Digiday.