Audience Optimizer is priced on a CPM model, which Duong said helps with adoption. Since customers don’t need to put in a minimum amount of spend, they can just turn on the tool and see if the incremental cost increase matches their ROI.
The service does need a commitment of a few weeks in order to develop segments and feed results back in, though it’s not a contractual requirement.
“If someone came in and said they wanted to use this for the next couple weeks for a campaign, we’d turn them down,” Duong said. “It’s just not enough time for the data to activate and for us to develop the behavioral skews.”