Accurate CTR prediction is important to understand customer behavior and take actions accordingly. It helps you to optimize digital inventory and media inventory bidding by knowing how to precisely target customers. With iTuring, you can build extremely accurate predictive models in a couple of hours. These models can accurately identify which customers are likely to click on a campaign and what offers will be attractive to them, as well as the key factors driving the same. This can enable you to optimize the media buying and improve campaign success.

For the mobile advertising and customer intelligence company, CyborgIntell was challenged to build a model for CTR prediction with an improved accuracy over their existing predictive model, which had an AUC of 76%. CyborgIntell used iTuring’s AI driven feature derivation and automated model development capabilities which improved predictive accuracy by 11% (84% AUC).

Additionally, it used only 20% of previous modelling data with less than half the features making it more efficient. The impact was 3% reduction in media buying cost which improved profit by $ 1.5 million / yearly. They also reduced infrastructure cost by decreasing data size and scoring time for real-time bidding (production system).