About RTB House
RTB House is a global programmatic advertising company specializing in retargeting powered by deep learning. Its personalized display and video campaigns re-engage shoppers who have visited your site, with bidding and creative selection driven by its proprietary recommendation engine.
How Prescient AI measures RTB House
Prescient AI ingests spend and performance data from your RTB House campaigns and incorporates it into the Marketing Mix Model alongside your other display, social, search, and brand channels. The model measures the incremental revenue RTB House drives, separating conversions the retargeting genuinely created from purchases that returning visitors would have completed on their own.
Why measure RTB House with a Marketing Mix Model
Retargeting sits at the bottom of the funnel, where last-click attribution hands it credit for demand created by every channel above it. A Marketing Mix Model corrects for this, measuring what RTB House incrementally adds after accounting for the social, video, and search activity that filled the retargeting pool. Brands get an honest read on retargeting efficiency, its saturation curve, and how much budget it deserves relative to demand creation channels.
