360i Generates Nearly $1 Billion in Revenue for Internet Paid-Search Clients

Kevin Geraghty (), Eric Sonmezer (), Matthew Maron () and Daniel Ruble ()
Additional contact information
Kevin Geraghty: 360i, Atlanta, Georgia 30309
Eric Sonmezer: 360i, Atlanta, Georgia 30309
Matthew Maron: CubeSmart, Malvern, Pennsylvania 19355
Daniel Ruble: CubeSmart, Malvern, Pennsylvania 19355

Interfaces, 2017, vol. 47, issue 1, 24-37

Abstract: 360i manages Internet paid-search advertisements on behalf of some of the largest advertisers in the world. This management requires 360i to develop advertising copy, allocate budgets, and generate bids for a second-price auction across millions of keywords, seasons, geographies, device types, and audience segments. To ensure that it captures the right click each time, 360i built a technology suite that is unique in the industry. This suite includes natural-language processing that combines keywords with the right advertising copy and landing pages to maximize relevance to the consumer. It offers advanced forecasting and optimization to allocate budgets where and when they are needed, and supports predictive bidding, which uses linguistic similarity as a proxy for performance correlation between keywords, to calculate accurate bids for keywords with sparse data. Finally, it delivers performance monitoring that unscrambles an opaque real-time auction to address campaign performance issues before they occur. The system has been a major contributor to 360i’s winning multiple awards. Most importantly, the application of advanced operations research techniques has generated nearly $1 billion in incremental revenue for 360i’s paid-search clients.

Keywords: advertising; marketing; revenue management; forecasting; data mining; optimization (search for similar items in EconPapers)
Date: 2017
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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