AD cube is dedicated to resolving inefficiencies in marketing budget management. “Currently, marketing teams often adopt a myopic approach, concentrating on specific sub-objectives instead of having a holistic view of the entire marketing funnel.” AD cube’s CEO Alessandro Nuara says, “this lack of strategic perspective results in a substantial 26% annual budget waste across companies due to ineffective channel and strategy choices.”
AD cube aims to be the first AI director to manage investments across the entire marketing funnel. Through innovative models, it addresses what Nuara calls “the myopic approach in advertising optimization”, by providing a holistic solution for full-funnel budget optimization.
“Existing solutions can optimize budgets across channels with shared sub-objectives at a specific funnel level, but struggle to answer critical questions like the impact of awareness campaigns on performance campaigns,” Nuara explains.
The challenge in implementing this new technology is building adaptive algorithms. The algorithms need to learn an optimal full-funnel budget optimization strategy in the ever-changing environment of digital advertising. The main hurdle lies in creating algorithms that can effectively adapt to dynamic conditions in the digital advertising landscape.
AD cube aims to empower marketers to focus on high-level tasks related to strategy and creativity while AI handles the rest. “Our vision includes building an AI system that supports marketers from campaign creation to continuous optimization, redefining the advertising landscape,” Nuara says.
Find out more about AD Cube and their work here and follow them on LinkedIn here!
More about the ELISE 2nd Open call and awarded companies is available here.
