Mumbai: Headquartered in Paris, Scibids, which works in the area of artificial intelligence (AI) for digital marketing, recently launched a campaign. This, it said, helped music streaming service Spotify deliver a 30 per cent increase in registrations at a 24 per cent lower cost per registration.

Spotify leverages programmatic marketing to run customer acquisition campaigns. In order to further turbocharge its marketing ROI, Spotify recently introduced Scibids’ artificial intelligence solutions into its ad tech stack.

Scibids AI worked with the Google Display and Video 360 team and Spotify’s agency, MatterKind, to create custom algorithms that were specifically engineered to boost Spotify’s customer acquisition. Google’s DSP platform, Display and Video 360, has some of the most advanced tools for advertisers, allowing them to create and push sophisticated algorithms to optimise campaigns. Scibids, as an AI solution customisable to the needs of a brand’s media buying strategies, created algorithms designed specifically to improve Spotify’s cost per registration.

Scibids managing director- Asia Pacific Rahul Vasudev said, "Scibids is proud to partner with Spotify and MatterKind, who share our vision of smarter optimization enabled by AI. In this case, the challenge on the Google Display & Video 360 platform was to break the glass ceiling of performance and turn exchange-based media buying into a competitive acquisition channel for Spotify. Results like these prove that AI has the ability to dramatically improve marketing ROI by carrying out real-time computations that were previously impossible. The icing on the cake is that the teams can then focus on more value-adding tasks."

Spotify head of media, CRM & partnerships Shipra Srivastava said, "We leveraged the power of AI to unlock scale with efficiency by using Scibids AI to add custom insights to Display and Video 360’s bidding mechanism. This proved to be useful in optimising not only the top of the funnel but deeper metrics for us as well."

The challenges for digital marketers looking for efficient brand and sales growth have multiplied, and the imminent demise of cookies and other identifiers means that running addressable marketing is actually becoming more difficult. Scibids said that it has built an AI that extracts the most discerning combination of variables for each campaign, enables reach on the open web and creates optimal algorithms to optimise KPIs as DSP campaigns start scaling up.

Scibids added that it has recently also started operations in India with Samir Karpe as the country manager with teams across Mumbai, Delhi and Bangalore.