Dynamic Yield's software-as-a-service (SaaS) product allows publishers, retailers and Web marketers to optimize their content to increase viewership and drive sales. For example, a newspaper editor might input two photos to appear as the leading image for a front page story, and in real time, Dynamic Yield will measure which image is driving the most traffic for certain users and display it accordingly. Similarly, a retailer might drive traffic to a certain landing page depending on the profile of the user.
By applying what CEO Liad Agmon has called “ad serving-like algorithms” to content, Dynamic Yield sees a future where content optimization and ad tech companies more closely align over “platforms that can integrate really well into the existing (content management systems) of customers,” according to Agmon. “It’s the next big market.”
Following a similar track, social sharing platform AddThis recently rolled out a dashboard for its 13 million publisher users to analyze the performance of its “recommended content widgets” to make real-time decisions on the best-performing content to display.
Agmon said brand advertisers have a “less critical” need to measure on a performance basis than retailers or publishers. “(A brand) looks at the market differently than retailers," Agmon said. "When (retailers) spend their money online, they want to make sure it’s a positive ROI. They measure everything through the prism of ROI on their campaign.”