PrediCube, a spin-off from the university of Antwerp (UAntwerpen) and iMinds, uses a new algorithm analysing web users’ behaviour, to offer targeted ads 3 times more precisely than traditional analysing sites, points out the company after scientific testing. PrediCube aims to offer a European alternative to Facebook or Google for European advertisers and media. PrediCube’s system can also provide better guarantees for safety and privacy. According to researchers, 70% of the 27 billion euros spent in Europe on digital marketing every year go to major international powerhouses. In order to curb this flow of cash out of Europe and to make the most of precious data collected from web users, the spin-off created an algorithm which is much better at anticipating clients’ needs.
“Based on cookies analysed in the last 30 days, we can foresee what web users will want,” explains PrediCube co-founder, David Martens (UAntwerpen). “We pair visits to websites by clients with their internet ‘surfing’ of a series of content-rich websites.”
This approach is very different and works better than that of the “traditional” one which is based on sites offered by search engines.
“In other words, we are 3 times better at suggesting ads precisely targeted for a specific client profile,” explains Philippe Degueldre from Pebbel Media marketing agency, in charge of online advertising for VRT, RTBF and Telenet.
Christopher Vincent (Source: Belga)
Some of the clients PrediCube already have include Touring and Batibouw.