Lookery Launches Ad Optimization Engine

Advertising data service Lookery has announced the launch of an ad optimization service today. The name of the system is the Lookery Ad Controller and after you enter all of the ad tags for your networks, Lookery generates a universal ad tag for use on your website or blog. The universal ad tag will display the best ad based on your set of networks. The big push with the Lookery Ad Controller is that it will generate more data about your audience which will tie into the other data and analytical services that Lookery provides.

The service seems similar to other ad optimization services including PubMatic and Rubicon without the ad network plugin. With the Lookery Ad Controller, you control which ads are displayed along with geolocation help from Lookery. Pubmatic and Rubicon decide which ads from your networks (and their partnerships) should be displayed based on a number of factors.

With online ad dollars and budgets potentially being reduced, ad optimization services become more important as publishers want to display the best ads that produce the best revenue. My suggestion is to test a few of the services, give them several months to create the best pattern for your network and then compare to find the best service for your network.

Back in November, Lookery sold the ad network portion of their business to AdKnowledge.