Custom Brain

Custom Brain (Beta) allows the client to use the Bring-Your-Own-Algorithmic-Brain (BYOA) API to upload a set of logistic coefficients corresponding to any of the variables currently in use by the MediaMath Brain. These coefficients will then be used by participating strategies to calculate the predicted response rate for each impression. The bidder will calculate the bid price by multiplying the predicted response rate by the strategy's goal value and by 1000 to bring it to a CPM. Goal values can be modified using the T1 campaign management API or directly in the t1.mediamath.com platform interface.

Custom Brain setup and data-flow (numbers correspond to diagram above)

1. Upload a set of logistic coefficients via the BYOA API. See Custom Brain Getting Started page for a sample workflow.
2. Configure via the BYOA API which Campaigns and Strategies should use BYOA Custom Brain and whether any A/B testing split should be applied.
3. New models and any changes to BYOA settings are reflected within MediaMath's pricing engine within 10 minutes of the API call.
4. MediaMath receives a bid request from one of our supply partners.
5. The MediaMath bidder identifies which strategies are eligible to participate in the auction for that bid opportunity. In order to be eligible, the bid must match the strategy's targeting, the strategy must be eligible to spend based on pacing & budgeting, and there must be capacity under the user's frequency cap for that strategy, campaign, and advertiser. The bid opportunities that have been filtered to meet these criteria will be evaluated using the Custom Brain model to calculate the bid opportunity's predicted response rate.
6. Predicted response rate is multiplied by the strategy’s goal value and by 1000 to calculate the CPM bid price.
7. MediaMath conducts the internal auction similar to any other strategy