Performance ad tech company SourceKnowledge has unveiled Engage, a new cloud-based software-as-a-service (SaaS) platform that provides marketers with the ability to test and optimise creative in real-time.

The platform also enables users to evaluate their campaigns return on ad spend, evaluation post-click behaviour and providing valuable analytics that can help optimise spending and ensure the most efficient campaign possible.

“SourceKnowledge built Engage to meet the need of brands that are bringing programmatic in-house such as eCommerce and mobile game publishers, whose business models require detailed tracking and conversion of the highest qualified customers over a general assessment of brand awareness,” said Patrick Hopf, president and co-founder of SourceKnowledge.

“Plugging their marketing departments directly into the platform has given them the ability to focus even more on performance by building high performing custom audience cohorts instead of relying on hunches about who the target audience for a campaign should be.”

Engage aims to let marketers optimise and report on core business metrics like average order value and lifetime value, rather than traditional media buying metrics like viewability, completion rate and click-through rate.

The platform uses non-binary bidding and machine learning algorithms to qualify the value of ad opportunities and weight the proportion of traffic in context of a total media buy, moving beyond cost per acquisition and ensuring that clients are consistently improving their return on ad spend.

“We saw incredible success working with single-channel DSPs in the past, but felt like the performance plateaued at times,” said Michael Kwon, paid media specialist at BuildDirect. “Using the Engage platform has given us favourable results and has provided a significant advantage to our marketing team as it allows us to understand and optimise our campaigns in-flight.”

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