Advertising Pipeline Optimisations

Our advertising system includes several layers of optimisations designed to improve efficiency, maximise engagement, and ensure budgets are spent in a meaningful and predictable way. These optimisations operate automatically and transparently, helping campaigns deliver consistent results without requiring manual tuning.

Below is an overview of the key mechanisms and how they function in practice.

 

Day-of-Week & Hour-of-Day Optimisation

Campaigns that run through N.Rich exclusively target companies (B2B), audience activity naturally varies across business days and hours. To account for this, the system redistributes the weekly budget towards periods with higher expected engagements, primarily during weekdays and mid-day hours. The total weekly budget remains the same, but spending is shifted to the times when business employees are most active.

This distribution is rule-based and adjusted to the time zone of the campaign’s target region (e.g., Europe vs. North America). As a result, campaigns deliver more efficiently while avoiding unnecessary budget usage during low-activity periods such as weekends, early mornings, or late evenings which could also negatively impact the performance metrics.

 

Creative Variations Optimisation

Advertisers utilise multiple creative assets (headlines, descriptions, images), generating a substantial number of possible unique ad combinations. This optimisation acts as a continuous algorithmic testing loop.

• Mechanism: The system rotates combinations and evaluates their performance, using Click-Through Rate (CTR) as the primary performance metric.
• Action: Combinations demonstrating superior CTR are rewarded with a greater share of future impressions (exploitation). Weaker variations are automatically deprioritised.
• Result: This ensures the most effective creative combinations rise to the top dynamically, enabling continuous asset optimisation without the need for manual, resource-intensive A/B testing cycles.

 

Fair Impression Distribution Across Accounts

Target lists frequently contain accounts of vastly different sizes and reach potential. This can lead to naturally uneven impression saturation. This mechanism is designed to maximise account coverage equity.

• Strategy: The system actively manages impression distribution to achieve the most uniform reach across all targeted accounts. Smaller or harder-to-reach accounts are assigned a higher delivery priority.
• Role of Large Accounts: Larger accounts function as a delivery buffer or fallback, absorbing remaining budget when inventory constraints limit the reach to priority accounts.
• Goal: While absolute parity is limited by traffic availability, this prioritised approach maximises the overall account reach rate while maintaining budget consistency.

 

Prioritisation of Accounts With Open Sales Opportunities

When an account on the target list has an active sales opportunity, it becomes temporarily more valuable. To support sales momentum, the system assigns such accounts a higher delivery priority by allocating a dedicated portion of the budget specifically for them.

Unused funds in this dedicated pool automatically roll back into the main campaign budget to preserve overall efficiency. This rule-based mechanism does not alter the target account list; it simply adjusts impression distribution to give active opportunities more focused attention.

 

Cross-Format Budget Distribution

Campaigns are often composed of multiple ad formats - video, article, static image-display, and cross-channel ads. Each ad generates a different type of engagement (video views / article reads / clicks) and performs differently over time. The system analyzes the historical performance of each format to estimate the expected engagement volume for a given spend.

Using these predictions, the daily budget is allocated across formats to maintain a relatively stable level of engagement each day. This helps smoothen campaign delivery and ensures consistent ad performance, with the assumption that the campaign has sufficient audience depth to reach and healthy spending conditions.

 

Typical Generic Optimisations

In addition to the platform-specific optimisations described above, our system also incorporates several standard industry practices that are common across modern digital advertising ecosystems. These optimisations ensure healthy delivery, reduce waste, and improve user experience:

 

Frequency Capping

This feature is your built-in efficiency firewall. Frequency Capping operates to strategically optimise exposure across your audience, ensuring your investment is never wasted on diminishing returns. We eliminate the risk of ad fatigue and negative user sentiment by preventing the oversaturation of any single individual within your target accounts.

The result is a powerful double-benefit: you preserve a positive brand image while guaranteeing that budget is intelligently redirected toward fresh, receptive prospects, maximising your campaign's overall reach and cost-effectiveness.

 

Viewability & Quality Filters

Ensures ads are only served in placements more likely to be seen and interacted with. Low-quality or non-viewable impressions are deprioritised or filtered out entirely such as placements hidden “below the fold”, sites with excessive ad clutter, or environments with minimal user dwell time.

Inventory Quality Controls

Prevents ads from appearing in undesirable contexts and helps maintain brand safety, such as illegal, hateful, discriminatory, or sexually explicit context, protecting your brand from negative association. This includes automatic filtering of low-quality placements or suspicious traffic patterns.

 

Pacing Controls

Pacing Controls are the core mechanism that ensures your advertising budget is spent predictably and efficiently across the entire duration of your campaign.

This system constantly monitors your current spending rate against your total budget and the time remaining. It works automatically to prevent two key issues:

1. Early Overspending: The system stops the campaign from spending its entire daily budget too quickly (e.g., in the morning), ensuring your ads remain active and visible during all high-value business hours.
2. Late Underspending: It ensures the campaign maintains enough momentum to utilize the full budget by the end date, guaranteeing maximum intended market exposure.

By maintaining a consistent, steady rate of spend, Pacing Controls allow campaigns to achieve predictable daily delivery. This stability is vital because it ensures our specialized optimization mechanisms receive a reliable flow of data, maximizing performance and making the campaign environment stable and reliable.