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The basic idea is that Arbiter can decide which ad will probably get the highest conversion in a given situation. It does this real time by looking at the real time conversion ratios of traffic, the CTR of the ad, the search terms, the users ip etc. It's cookie based.
One tells the people at Arbiter the definition of a conversion, max cost per conversion and the budget and the system should automatically optimise click price, where to occur in the network, how many times etc, to who etc.
There is no manual targeting as far as I understood it, all campaigns start with a run of the network untill there is enough data to determine where and when the ad(vertiser) should be shown.
What's new in all this to me is that it incorporates real time conversion data into the ad serving system. The speaker claimed msn.com saw their turnover increase significantly (8x) after implementing the system, and Atlas gets their cut from that, so it shouldn't cost the advertiser anything extra.
They are introducing (or going to) introduce the system to Europe (France, UK, Germany initially).
I wonder if any US marketeers can share experiences with them?