Liftoff unveils Cortex to revolutionise mobile ad campaigns

Liftoff has announced the launch of Cortex, a new machine learning platform developed to enhance mobile ad campaign performance.

According to Liftoff, Cortex utilises bespoke neural network models designed to significantly improve the effectiveness of ad campaigns. This platform heralds a major progression in the application of machine learning within advertising technology.

The new platform builds on previous technological innovations and enhances computing power. It is described as being able to process data at over ten times the capacity of logistic regression models, which is expected to allow greater pattern recognition. Cortex utilises data sources such as the Vungle Monetize SDK and GameRefinery to deliver accurate predictions in complex environments, supporting higher conversion rates and efficient ad spending.

Jeremy Bondy, Chief Executive Officer of Liftoff, remarked, "Cortex marks a significant leap in mobile advertising technology. At Liftoff, success is defined by the measurable business outcomes we deliver to our partners. It's inspiring to see Cortex already raising the bar for performance in this space."

Bondy further commented on the platform's deep learning models, "Our new deep learning models enable us to harness more data from our proprietary platform, optimizing campaigns to deliver superior results. These models also train and iterate faster, giving us the agility to respond swiftly in an ever-evolving market. We believe this innovation opens up substantial new opportunities for growth across the entire Liftoff platform."

Cortex is reported to have already generated notable performance improvements in its pre-launch phase. Data provided by Liftoff indicates that ad campaigns using Cortex experienced a 23% decrease in Cost Per Install (CPI), a 21% decrease in Cost Per Action (CPA), and a 16% increase in Return on Ad Spend (ROAS).

Feedback from customers highlights the perceived advantages of Cortex. Seokyung Lee, Marketing Manager at South Korean game developer Playlinks, said, "With its strong ML logic, Cortex, Liftoff has shown strong ROAS results compared to other networks, and the proportion of new users is almost 80% high on iOS. Its support for optimization and creativity has been consistently impactful on campaign results as well."

Additionally, Bigo Live, a global live streaming platform, noted improvements with its campaigns. A spokesperson stated, "Liftoff is actively developing optimization methods to address advertiser's needs. Especially under the help of UGC and Cortex, we have observed a lower CPI and improved user retention."

Cortex's machine learning models offer several key benefits, including enhanced data processing, adaptability, and efficiency. The ability to ingest and analyse large datasets allows for better decision-making regarding bidding strategies. Its adaptability enables quick market response with the ability to refresh data frequently. Moreover, by automating elements of campaign management, Cortex allows advertisers to concentrate on strategic and creative development.

This platform equips advertisers with the tools to improve their return on investment by identifying optimal channels, audiences, and creative elements.